Having worked for betting sites for so many years, I know that engagement on social media is vital to the success of brands in our sector. Interacting with users goes beyond just increasing visibility; it is about building a loyal and engaged community, which can translate into greater customer retention and, consequently, increased profits.
The global online betting market is constantly expanding. In 2023, it was valued at approximately US$66.7 billion and is projected to reach US$127.3 billion by 2027. With such rapid growth, competition is also increasing, making an active social media presence more crucial than ever.
Firstly, social media is a direct channel for connecting with customers. Studies show that 54% of social media users use these platforms to research products and services. For betting site operators, this means that a robust presence can be the difference between being chosen or ignored by a potential bettor.
Furthermore, frequent engagement on social media helps to humanize the brand. Bettors want to feel connected to the company they are investing their time and money in. By responding to comments, sharing customer wins and creating interactive content, we show that there are real people behind the brand, which increases trust and loyalty.
A Nielsen study on social media advertising revealed that campaigns that use interaction and engagement tend to have a 60% higher ad recall than campaigns that do not use these strategies. This data highlights the importance of an interactive and engaging approach to keeping a brand top of mind with consumers.
What’s more, the feedback received on social media is invaluable. It provides direct data on what customers like and dislike, allowing for quick and targeted adjustments to marketing strategies and the service offered. This creates a cycle of continuous improvement that is difficult to achieve without this direct communication channel.
Finally, social media is a perfect platform for viral marketing campaigns. Promotions and events can be shared quickly, reaching a much larger audience than would be possible through traditional channels. A viral post can bring in an influx of new users and generate a significant amount of traffic to the website.
Therefore, social media engagement is not just a good practice – it is a necessity for any betting site operator who wants to thrive in today’s market. By building a strong and interactive presence on social media, we can not only attract and retain customers, but also create a brand that bettors trust and recommend.
Do you need help with your brand’s engagement on social media? Then get in touch with me!
Natalia Nogues
CEO of Control F5
