When it comes to social media, we all know which brands and social personalities we love best. So, what’s the attraction — and what drives “the love” here the most?

Could it be video? According to Hootsuite, of the 500 million tweets that go out per day,  those with video attract 10 times more engagement.  While LinkedIn video posts earn an average of three times the engagement of text posts, native videos are five times more likely to start a conversation. And, Sprout Social reports that Facebook is the second-favorite platform for consuming videos (after YouTube).

It’s more than your content. I agree that video drives value, visibility and engagement because I’ve seen it happen, both for brands I’ve managed and for my personal social channels. But, I can tell you that it takes more than strong content — whether it’s video or something else— to drive strong engagement. Yes, you have to provide valuable, meaningful, useful content as a social media foundation, but don’t stop there. The results of the Twitter and Facebook polls I ran recently show you what I mean (See video below).

I asked. Twitter and Facebook answered. If the results of my Twitter and Facebook polls are any indication, make sure that the content you share is valuable, meaningful and — in some cases inspirational — for the people you care about most. And, definitely leverage video when and where you can. But, as any social pro will tell you, make sure you go beyond this. Engage, proactively, with the people and brands you follow. And, respond when someone takes the time and effort to share with you (But, no auto-DMs please! Make a human connection).

Remember community. If you care about being likable — or lovable — via social, keep the bigger picture in mind. Commit to being an active member of the communities you’re part of as a business or personal brand. Share content with your friends and followers in mind. And, engage with them, proactively and reactively.

Who are the social community members who engage with you the most? Today might be a great time to share a little love with them.

Happy Valentine’s Day!