How Genuine Engagement Builds Community (Especially During the Holidays)
The holiday season always seems to arrive in a rush—our calendars fill, our phones buzz with group texts, and our to-do lists grow longer by the day. It’s busy, it’s bright, and it’s a little chaotic. But beneath the festive swirl, there’s a deeper longing most of us feel this time of year: the desire for connection.
During a season centered around gathering, celebrating, remembering, and showing appreciation, it’s no surprise that people seek the same kind of connection online. And for founders, entrepreneurs, and creators using social platforms to grow their brands, understanding how to create genuine engagement becomes even more important.
Not engagement for the sake of metrics—engagement that feels like a real human interaction.
Here’s why that matters, and how to approach it more intentionally.
The Heart of Engagement: Real Conversations, Not Just Reactions
Most people think of engagement as likes or emojis. But meaningful engagement is conversation. It’s the back-and-forth that turns a post into a connection point instead of a broadcast.
Authentic engagement sounds like:
- asking a thoughtful question
- responding to someone’s story with a real reaction
- sharing content because it resonates, not because it’s trending
- leaving comments that reference something specific
- sending DMs that build relationships, not pitch opportunities
It’s the same energy you would bring to a holiday party. You wouldn’t walk into a gathering, shout about your newest offer, and then vanish to grab cookies. You’d mingle, ask questions, laugh, listen, and follow up with people you genuinely want to connect with.
Social media is no different.
The difference between having an audience and a community is conversation.
Inbound vs. Outbound Engagement (And Why Both Matter)
There are two types of engagement—and understanding them helps you use your time wisely.
Inbound Engagement
This is when people come to you:
- commenting on your posts
- replying to your stories
- tagging you
- sending you DMs
Responding to these moments keeps relationships alive. It shows that you’re present and that you see the humans behind your notifications.
Outbound Engagement
This is when you initiate the interaction:
- leaving thoughtful comments on other accounts
- responding to someone else’s Story
- sending a quick voice note
- reaching out to celebrate someone else’s win
Outbound engagement is often where growth happens. When you leave a thoughtful comment on someone’s post, not only does the creator see it, but their community might too. It’s visibility, but more importantly, it’s connection.
What the Algorithm Actually Cares About
There’s a misconception that engagement is about gaming the system. But what actually happens behind the scenes is simple:
The algorithm prioritizes relationships.
When two accounts exchange DMs, comments, shares, or story replies, Instagram registers that relationship as meaningful—and boosts visibility in both directions.
This is why leaving a single genuine comment can sometimes outperform posting three new pieces of content.
It’s not tricks.
It’s not hacks.
It’s human behavior reflected algorithmically.
And right now, the algorithm is heavily favoring the content and creators that spark this kind of mutual connection.
Scaling Connection Without Losing the Human Touch
Tools like ManyChat can be incredibly effective when used correctly. Automations can:
- deliver freebies
- send links
- answer FAQs
- start conversations
- create an entry point for deeper connection
But the automation is only the welcome mat. The real relationship happens when you step in personally.
Automation handles logistics.
Humans handle connection.
When done well, these tools save time and open the door—so you can focus your energy on real conversations with the people who want to be part of your world.
Why the Holidays Are the Best Time for Authentic Engagement
During the holiday season, people feel more:
- overwhelmed
- emotional
- reflective
- appreciative
- open
This creates an opportunity—not to sell harder, but to connect more intentionally.
Simple gestures stand out:
- a thoughtful comment
- a quick “this made me smile” reaction
- sharing someone’s post with a kind note
- sending a message of genuine appreciation
While others are scheduling promotions and rushing through Q4 tasks, you can show up for people. And that’s the kind of engagement that builds trust long after the holidays end.
Gas Station Snacks vs. Real Nourishment (A Helpful Analogy)
Engaging on social media can feel satisfying—like grabbing a snack from a gas station. It fills the moment, gives a little boost, and keeps you going… for a bit.
But real nourishment?
Real connection?
That happens off the platform.
It happens in:
- voice notes
- coffee chats
- collaborations
- networking
- deeper conversations
Social media sparks relationships. But those relationships deepen through intentional, human follow-up.
What Authentic Engagement Actually Looks Like
Authentic engagement is not:
- “love this!”
- “way to go!”
- a fire emoji
- a copy-and-paste comment
It’s:
- curiosity
- presence
- using someone’s name
- noticing details
- referencing something that resonated
You don’t need to write essays. You just need to prove you’re human.
As bots and AI-generated content increase, genuine interactions become even more valuable. The more human you are, the more you stand out.
Connection Is a Strategy, Not an Afterthought
In the 5C Framework, engagement sits within Content and Consistency for a reason: it’s part of your strategy. It should be scheduled, expected, and integrated—not squeezed into whatever time is “left over.”
Brands that thrive on social media aren’t posting the most.
They’re connecting the most.
And connection doesn’t require hours—it requires intention.
A Simple Challenge That Creates Real Momentum
Today, send one genuine message:
- compliment someone
- ask a question
- thank someone
- celebrate a win
- respond thoughtfully to something that caught your attention
Just one.
Because when engagement feels like generosity—not obligation—everything changes.
You don’t just boost the algorithm.
You amplify your humanity.
đź’› Want more connection-focused insights?
Listen or watch the full episode for a deeper dive into building authentic engagement and community on social media.
