Social media can seem like a space to casually share your thoughts, but it’s a much more powerful tool. When used correctly, social media is a marketing platform that creates brand loyalty, builds followers, and engages consumers. It’s one of the only types of marketing that lives on smart devices, staying with your followers wherever they go. Are your accounts effective? Here are 5 traits of a successful social media marketing campaign.

Calls to action are key.

You don’t just want to engage your following, you also want to get them to click through on something. Whether it’s to generate traffic to your website or to simply establish yourself as an industry expert, create a call to action (CTA) that will motivate your followers to click your link, try your product or check out what you have to share. This will result in more follower-to-customer conversions and brand loyalty.

Timing is a big part of the strategy.

It goes without saying that social media posts need to be regular—at least daily, if not several times a day—but there’s more that goes into the timing of your social media strategy. When you post can be even more important than how often. And now there’s data out there to tell you when your consumers will be watching.

There’s not one answer for everyone. It depends who your target audience is, what social media channels you’re using and what kind of information you’re sharing. Busy professionals are online at different times than teenagers, and they may be more likely to click a link in the evening when they have more free time. Knowing your audience and learning their habits will pay off, big time.

Images, images, images!

The truth is, less people want to read and more people want to receive information through visuals. Images are easy to digest for consumers on-the-go, and they generate more clicks, more likes and more shares. If you’re sharing a hefty amount of content, include images or place content on top of images. Your followers will appreciate the ease of information and will look forward to your next posts.

Treat followers like customers.

Your social media followers are more than just a number, they’re digital customers with a powerful voice the whole world can see. Always respond to their comments, whether positive or negative. Thoughtful interaction goes a long way and can create lasting brand loyalty, even among potential followers watching the conversation. People like to dig through comments to see a company’s true colors, so make sure to engage with your followers regularly. With that being said…

Start a conversation.

Speaking of conversations, make sure you’re starting them. That’s why you’re on social media, right? Interact with consumers, generate brand awareness among potential customers and get people talking about your product, service, or industry. These conversations might bring negative comments from some followers, but your responses can establish who you are as a company and transform your following into loyal brand fans.