On this episode, I talk about using Search.Twitter.com to your advantage more for business. I think brands have given up on Twitter and/or have really demoted it in favor of Instagram (proper and Stories) and Facebook. That is fine, but it most certainly should not be abandoned.
Whether you use it personally or not is irrelevant, what matters is that a ton of people do use it religiously and are often using it to seek information and recommendations about a range of topics. The search feature is incredibly powerful because within seconds you can take a peek at what conversations are happening and chime right in.
A simple search for “Vegan Protein Powder” will give you a breakdown of all people who are talking about that topic on Twitter. Not only can you find other brands to collaborate with, competitor brands to monitor and influencers to engage as secondary benefits, but more importantly you will find customers looking for advice.
For a brand looking to sell a product online and to introduce something new to a niche market this is everything. As you can see below, these are three inquiries for recommendations on this exact topic in the past week.
For me, this is gold. I can easily see who is talking about the itch that my product can scratch and I can chime into the conversation from the comfort of my own home? Sign me up…
On this episode, I talk about the current state of affairs on Instagram. Organic reach in the feed is way down and brands need to be smarter about how they are adjusting to that fact. Some quick takes:
1- Posting more, is not the answer. In fact, it seems to accelerate the fall off in organic reach and impressions.
2- Stories are the jam. If you want to post more, just post there instead and watch the numbers.
3- Video View campaigns are cheap and effective.
Instagram is the place to be for brands, but the game has changed a bit for sure. Don’t be romantic about what got you here (i.e. Instagram Follower count, measuring likes and comments per post) and instead, go to where things are moving.
On this episode, I talk about the compelling stats behind Instagram Stories. Some compelling stats:
- 300 million active daily users
- Over 1/3 of Instagram users are viewing Stories daily
- Snapchat Story views have declined 15-40% since Instagram launched their Stories product
- Major Snapchat influencers are now posting 2x more on Instagram Stories than on Snapchat
- 1 in every 5 organic Stories earns a direct message (proving consumption is happening)
- Daily consumption of Instagram has skyrocketed since the launch of Stories (raising the tide for the whole platform)
If you aren’t taking Stories seriously, you need to recalibrate. This is a real platform in and of itself and should probably be the first focus when using Instagram and not in the second position. Experimenting with organic and paid Stories efforts will prove out the be far more beneficial than sweating the organic reach and like count on each Instagram post. That serves a purpose too, of course, but is less of a driver than before.
Invest in Stories more now and take advantage of the good times, before that starts to change for the worse and they less value. Don’t sit on the sidelines reading yesterday’s news. Grab your phone and start telling your brand’s story…
On this episode, I talk about what metrics really matter on Instagram in January 2018. Followers and even engagements and/or engagement rates with those followers are rapidly becoming less important as the platform moves towards a “pay to play” ecosystem. Nowadays, and even more so going forward, it will be more about how well you deploy smart paid social tactics, than how many user accounts follow you or how many likes your last picture received.
It is still important to story tell on this visual platform and to continue to publish branded content that conveys key brand messaging. If you want that key messaging to be seen AND to be seen by the right eyeballs, then you should boost that content at a very specific audience and guarantee delivery.
If retailers, partners or even your boss ask about why you don’t have more followers (or likes on your posts), tell them you don’t play in that game, as the platform has shifted away from it. Instead, show them real data that supports where you have deployed paid marketing dollars and how that has delivered targeted reach and attention for your messages. If those messages benefit them, they will be all ears.
Instagram stories are where attention is most being paid and an area where you can still stand out from the clutter and deliver key messages proactively. Commit to posting more consistently and look at the data to tell you what is resonating and where you might want to pivot and deploy different tactics.
Instagram is still “THE PLATFORM” of the moment, but the way you use it has definitely changed. Change with it and reap the benefits.
Instagram stories have been adopted by more than 300 million daily users and there have been a number of recent integrations with Facebook, that have made the reach and exposure that much more compelling. I have talked about our POV on stories before and the data just continues to prove out that stories are a place to be if you want to market where people are paying attention.
I recently read Delmondo’s Instagram story analytics report, that reviewed more than 800 active Instagram accounts and there were some key findings. I pulled them out and highlighted them below along with my quick take:
- User consumption is high and brands are (tentatively) making grabs for their attention- Of the 800, only 16% had posted a story within the last 30 days.
16% is low, which means many brands are not taking advantage of this medium. So if you are a marketer at a brand, you should be paying attention and capitalizing where others arent!
- Influencers are right At home- A key performance metric of interest during the analysis was completion rate. Who watched a story from start to finish? Influencers are in the lead for completion rate, given that high post performance is part of the criteria in needed to be an influencer.
Influencers are leading the charge and seeing excellent consumption rates. When working with an influencer, stories are great and perhaps should be the first choice!
- Keep your storyboard tight- There is a strong correlation between story length and completion rate, with a downward trend synced with an increase in the number of posts per story.
Think about your message flow and don’t just go on a posting spree. Also, consider front-loading more important brand messages in a storm or collection of stories.
- Leverage early afternoon and late evening key posting times- This is when completion rate was at over 70%.
Be thoughtful about when you post to maximize consumption potential of your content!
Instagram stories have got to be in your marketing mix if you are looking to broadcast messages on social. If you sit on the sidelines, then the story about you, will be that you blew it.
Instagram took another shot at their competitors last week, with the rollout of being able to add a guest to your Instagram Live broadcast. Live streaming is a major frontier and the ability to do so with a partner is very intriguing for both people and brands alike.
You can read about the product and watch the video put out by Instagram to visually showcase the concept here. What we like about it, is that it is super simple to execute and gives users another reason to stay and tinker around in an ecosystem they already know, rather than getting bored and poking around elsewhere. Instagram has proven to be a master of that move.
From a brand POV, you can strike up a dialogue with a fan/customer OR bring in an expert to hammer home a USP of your product or service. i.e.
Have a healthy CPG product? Bring in a dietician to discuss the positive attributes of the ingredients in a conversation with you.
Are you an apparel brand? Bring in a designer to discuss the cut, fit or general reasoning behind a design to help educate a consumer through some back and forth with your marketing team.
Working with an influencer? Perhaps bring in two at once, to offer their perspectives on a “shared with” broadcast and get a dialogue going rather than just a monologue promoting your product. A conversation brings much more depth to that positioning and was a big reason for Twitter Party success back in the day (and still we would argue)!
Users in all age brackets are spending more time on Instagram than Snapchat these days and 25% of that time is spent “above the feed” in Stories and Live broadcasts. Social networks are a competitive landscape, so it is important to experiment and to try and be an early adopter of new tools such as this. If you are a brand looking to market your wares, then you need to join the fray!
Another Q4 is upon us and it is time for brands to really lock in and focus on finishing the year off strong, if they want to win the social game. We shared this piece on our thoughts about how to think about the 4th quarter last year and all of it remains super relevant again now. Give it a read!
This year we are encouraging our clients to really be smart in these key areas:
We have published a bunch of pieces on our POV on video this year and all brands should read up and become better versed on the topic as they tackle Q4 and/or start their budget planning for 2018.
This doesn’t mean that they should just be pushing out random disjointed videos with no plan. We recommend that brands rethink video and make sure to put it where it works best. Some should be simple and native (slideshows, boomerangs, GIFs and live) and not only super structured or stylized ones. Others should be of higher quality, and showcase the product and/or key attributes and USP’s. Assess top KPI’s and create videos against them!
All brands should be highly active with Instagram Stories in Q4, as it represents underpriced attention on the platform where users pay the most attention. Given the ephemeral nature of the content, we encourage clients to not overthink it. We recommend a “document over create” mentality and it warrants some experimentation. It should be looked at as inexpensive impressions, in front of an interested and highly attentive audience.
We wrote this piece highlighting Instagram Stories back in August, that is worth a read.
LIVE (Facebook and Instagram):
All brands should be getting involved with Facebook (and even Instagram) Live. Once again this represents very underpriced attention and it is a way to hack increased exposure on Facebook. Fan bases are mostly irrelevant these days when it comes to organic content and for brands looking to contact more people on Facebook with their content, this is now a must. Rather than talking about why it won’t work, you need to be cracking the code on what will.
We created this post on Facebook and/or Instagram Live that highlights the need and breaks down some small ball tactics to help clients glean even more value from their efforts. Live video is watched 3x longer than videos that aren’t live anymore, AND users comment on Facebook Live videos at 10x the rate of regular videos.
For brands really looking to put out consistent content about their brand or industry, Anchor represents a very easy way to get into the podcasting/audio game. Some people might prefer audio over video, and this would be a path to do so seamlessly. This is only a recommendation for the most consistent content producers, as it takes time and commitment to stick the landing. It is probably a little early for most, but given the emergence of voice and podcasting it is worth investigating at this point. Don’t sit on the sidelines and get involved!
These are just some of the key areas of focus right now, and ones that we feel will pay dividends for our clients. Get your team in position and go and win this quarter!
A year ago today, Instagram rolled out their “stories” product. It was a direct shot across the bow of Snap, Inc. and many wondered if it would stick the landing as a real and viable product. That month we posted our thoughts on the product and gave recommendations on how brands might want to go about tackling the shiny new toy.
A year later and Instagram Stories are a powerful force in the social media ecosystem. According to this post on Instagram’s blog, which was sort of a birthday wish to itself, over 50% of businesses posted an Instagram story last month. Even more amazing is that it has drastically increased the time spent by their 250 million+ active daily users, making it a more valuable platform for consumers and creating increased consumption opportunities for brands.
It quickly went from a dip your toe in situation to a front and center focus for many brands and we have found that it produces a power punch of impressions, accelerates reach and engagement and helps produce better results from brand and influencer collaborations. This is top billing placement, on the platform where the most users are paying the most attention. If you have a brand that is looking to communicate with customers and followers online, then this is a story you want to write yourself into.
At Sircle Media we have have been talking about the importance of video in your online content game plan for some time now and the momentum just keeps on increasing on the topic. It really is a must have component up and down the communication funnel, from long form marketing pieces, down to short form social media communication assets.
64% of consumers say watching a marketing video on Facebook has influenced a purchase decision in the last month.
Facebook video is the main frontier, especially in crowded categories where you want to stand out from the clutter with your USP!
81% of marketers are optimizing their social videos for mobile viewership, including 39% that are creating square and/or vertical videos.
Consumers are watching on mobile devices, so you must be thinking in that format first. Be native!
The report also found that social media video drives brand engagement and sales with 83% of marketers reporting they are confident Facebook video content will drive purchases
I repeat, 83% of marketers are confident that Facebook video content will drive purchases!
Marketers feel the most confident about reaching customers with video on Facebook and YouTube. Consumers are still viewing on these platforms, but are also starting to expand the platforms where they’re watching branded video content. The top three channels they’re watching videos from brands are Facebook, Instagram Stories, and Snapchat.
It is no longer the case that your video strategy is synonymous with YouTube. The consumption is coming from other channels and you need to be thinking about how and where you will be distributing during the creation process. The good news is that the consumers are there, the data clearly shows they are watching videos and then they are taking action based on those messages.
Any marketer not getting in on this action, is making a huge mistake!
Instagram follower growth and engagement are down across the board, and that is OK. Brands have been seeing a slow down in their growth and engagement KPI’s for awhile now and that has really accelerated over the past few months. There are various reasons for this that we break down below, but first let’s explain why it doesn’t matter.
First off, Instagram is a storytelling platform where we argue it is about depth and not width. Meaning brands should focus on putting out great looking content that helps convey their story, personality and USP in their vertical and make sure their house is in order and looks attractive when any individual comes to consume them on the platform. The quality of consumption is more important that the quantity here and you want to make sure you don’t send someone backwards in the sales journey. By being dormant, non responsive (meaning pushing out content only but not engaging with users) or pushing out low quality imagery you are actually decreasing your chance of ever transacting with that individual. So your own content and brand side engagement are actually the most important.
Also, Instagram has a great advertising platform and you can specifically target any audience you want with your content. So we tell clients who are freaking out about Instagram follower growth and/or like and comment numbers, that they should really be focused on CPM’s and Click Thru Rates on their Ads. We have talked about the importance and value of paid social here on this blog before and we are seeing CPM’s below $5 on Instagram Ads optimized for video views, which is excellent on a platform where people spend the most time consuming content. I think it is really time for a shift in which KPI’s to focus on.
All of the above being said, we fully understand and respect the concern about engagement and follower growth being down. Let’s take a look at why this is happening:
First off, the user count continues to grow at a torrid pace. As more and more people are using Instagram, there is just more noise and only so much that can show up in feeds. For brands this means that consumers now have a lot of other distractions (more friends, celebrities, brands etc…) and it is just like having more TV channel options….it is harder to get their attention and loyalty because the supply is so high. If a user follows 500 accounts and they each post 1x per day that is 500 posts to sift thru, which just doesn’t happen from the vast majority of users. All the more reason to focus on better imagery and videos, so when they do see it, it is compelling content that they remember.
Also adding to the noise is the rapid increase in businesses using the Ads platform. As they understand the potential of Instagram, they are starting to invest more money there. The downside to each individual account is it eats up some previously available attention, but the upside is that with a small investment you can put your brand into that slot and in front of the right eyeballs, via smart targeting. Brands should be lining up! (and many are…)
Instagram Stories have also eaten up a lot of the platform attention. If each user has only a limited amount of daily time spent on IG, these unique content pieces right at the top will reduce engagements on your photos. Smart Instagrammers post many stories a day to keep their profile appearing at the top and as a direct result less of your followers may actually scroll until they reach your photos.
I explain to clients that Stories are like Netflix. They came on the scene and quickly starting chipping away at attention that was previously spent on IG proper (like traditional TV). Both have a place, but Stories/Netflix have an immediacy to them and are just so easy to access and consume. So our recommendation is that you don’t just shut down and give up. You remain committed to putting out great looking content so the quality is always high AND you experiment with Stories to join them, if you cant beat them. Make sense?
Despite all of the reasoning above, we believe you should still be scrappy and continue trying do whatever you can to capture attention and turn the spotlight on your content and account. This article form Social Media Today offers 7 ways to boost your Instagram Engagement and the key takeaways are:
1. Research and A/B split test your hashtags
2. Be active
3. Tie images in with compelling storytelling
4. Find the Right Time to Post
5. Add a Call to Action
6. Cross Promoting
7. Instagram Ads – Pay to Play
In the end of the day, it is just a shift in POV and time to deploy different tactics. You don’t run from a problem, you assess what you want to have happen and then deploy tactics to help you achieve that end goal. Having more followers and/or an extra hundred likes on your next post are not end goals, right? They are just one way to assess performance, which is quickly becoming outdated. It is like Nielsen Ratings being used to determine advertising rates on TV. An Ad might reach a lot of homes, but does anyone consume it?
Success on Instagram today comes down to great looking, quality content (no screenshots, no low quality or blurry images) depth of engagement (meaning closing our the comments and commentary you actually do get, even if less than before) and targeted exposure (advertising and Influencer and brand collaborations). Focus on these religiously and quality followers, likes and engagement will follow.