Category : Instagram

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2019 trends

Social Media Marketing Trends in 2019

Depending on how you look at it, social media marketing (SMM) has been evolving for more than 20 years. Ever since the 1997 launch of the very first social media site, Six Degrees, marketers have considered how (or if) they can use platforms to engage target audiences. For the first decade, SMM was primarily organic, as marketers tried to connect the way we do with personal friends. It still works to a degree, if done correctly, but in the last 10 years paid advertising has taken hold and continues to grow.

Yes, SMM presents opportunities for brands and businesses, but also tough challenges. The many platforms evolve independently, with changing algorithms, technologies, audience behaviors and preferences, and the occasional government regulation. That pace can be head-spinning, at times occurring abruptly or within a short span of months

Of the many resources that help us understand the SMM landscape, one of the most insightful is the 2019 Social Media Marketing Industry Report, directed by Michael Stelzner, co-founder of Social Media Examiner. The longest-running study of its kind, this 11thannual edition surveys how more than 4,800 marketers worldwide—representing all industry sectors and organizational sizes—currently use or plan to use social media.

The 2019 report is available to download, and we’d like to share here some of the interesting trends that it reveals, as discussed by Michael Stelzner on the Social Media Marketing Talk Show…

Facebook is trending down for the first time in five years. In 2013, Facebook was the most important marketing channel for 52% of survey participants, steadily rising to 67% in 2018 before slipping back to 61% this year. Why? Stelzner suggests that almost all organic activity is being repressed, perhaps in response to Facebook’s privacy and politics concerns of the last few years. According to 77% of survey participants, the platform is getting more complicated and providing diminishing returns on the effort.

Instagram continues to grow. In 2015, only 2% of marketers said it was their single most important marketing platform. Since then it has climbed respectively to 4%, 7%, 10% and now 14%, earning a rank only slightly above LinkedIn. Moreover, 69% plan to increase their use of Instagram. Marketers are especially interested in the popular Stories feature (reportedly, 100 million are consumed each day). Yet they are also still learning that Stories require well-planned, consistent, attention-getting content. Time will tell whether organic content continues to be effective on Instagram, or whether algorithms shift, pushing marketers to rely increasingly on paid content, as they have on Facebook.

Live video is weak, and will remain so without planning and investment. Much like Stories, the effective use of Facebook’s live video requires significant resources, time and patience to realize a return on investment. Meanwhile, the algorithms appear to be repressing the content. No surprise then that only 35% of survey participants use it, and 44% want nothing to do with it. Conversely, Stelzner notes, low utilization rates may create opportunities for those who can do it the right way.

Interest in Messenger bots is fading. Facebook launched Messenger’s chatbot feature in 2016 and by 2018, 70% of the survey pool wanted to learn more about them. This year, just 14% actually use them, 45% care to learn more, and 53% have no plans to use Messenger bots. As it turns out, the programming them is quite complicated, and marketers still question whether their audiences seek or expect meaningful engagement with bots, at least with current AI technology.

Diversification is critical.Some businesses may do well by marketing on just one or two social media platforms, but that is becoming increasingly difficult, especially on Facebook. Stelzner says the future there about privacy and groups, as exposure and reach become harder for those who don’t invest heavily. Thus, as they have since long before the dawn of social media, marketers must continue to innovate, strategize and discover the channels where they can best engage and serve their target audience.

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Social Media

Customizing Your Message to Your Social Media Audience

Your business has several different social media channels – but that doesn’t mean you should be posting the same content on each of them! Different social media platforms attract a variety of users so you should have individualized strategies for each with how, when and what you post on each.

Instagram

This channel has over 1 billion account users on it and is considered a prime platform to reach 18-30 year olds globally. Since purchasing it in 2012, Facebook has rolled out significant updates to this mobile app to help businesses see demographic data of followers and post performance. This platform is primarily visual with more time being spent by users on their Stories and IGTV function (newly launched long format video function) every day. It has even surpassed Snapchat usage.

Infographic: Instagram Stories Blows Past Snapchat | Statista

So what should you be posting on Instagram for your business? Stories about your company with a look at behind the scenes, employee spotlights or insights into your business culture tend to trend very well in popularity. Stories can be a combination of video and photos shared during working hours, Monday through Friday – one of the busiest times for Instagram traffic.  Don’t forget to add #Hashtags and use Emoji’s wisely in your posts & comments!

Facebook

Facebook has been adopted largely by the 30 to 65+ crowd over the past 5 years giving this platform the largest social media footprint globally with over 2 BILLION users. Many businesses adopted this platform and with the advent of Facebook Business Pages, have great insight into post performance, audience and other key performance indicators. With recent changes to Facebook algorithms, some business are finding it harder to reach their customers with their posts being served to an average of only 2% of their followers.

Video is now favored by Facebook over regular, static posts and it also has a Stories function as well. While FB Stories is not as popular as Instagram’s, any video post will be served up to followers more frequently than other posts within the normal news feed. Facebook is also a great platform to post static announcements and events! Facebook’s event spin off “Local” app is quickly being adopted by businesses to promote webinars, special events or sales with Facebook’s geo-targeting capabilities. Utilize Facebook for important company events, post videos (again behind the scenes or LIVE events are popular), integrate some #Hashtags and again include a few Emojis for best results.

LinkedIn

Considered the “professional” virtual networking platform. LinkedIn is a great source for B2B business building and recruitment. LinkedIn was purchased by MicroSoft in 2016 and has since made several other acquisitions to become an important recruitment tool in the business world. So what should you be doing on LinkedIn?

On your personal page, you should be reaching out to new connections on a regular basis to grow your network. Giving and asking for skill endorsements as well as recommendations are important to increase your profile’s credibility. Additionally, posting articles and news feed items that your connections like or comment on raises your profile’s visibility.

On your Company page, posting articles will again raise the profile of your page. Ask people to follow it via your personal page and monitor the insights available on the company page. What are people liking / commenting on? Continue to serve up content that will attract more followers. Making it a mix of other content sources and original content (like from your website’s blog!) will again help your company’s overall SEO.

Google+

When coming up with a marketing strategy, working to boost your company’s social media profile and boosting your company’s website SEO can be accomplished by utilizing Google+. Who uses Google+ still? Well, there are some die-hard communities that still utilize this platform, like Social Media Professionals, but when Google looks for search results for your query, it likes to look at its own properties first – like Google+ and Google My Business. By posting on Google+, your content is going to be picked up on relevant searches before other external sources. The content doesn’t have to be different from items you are posting on other social media platforms either – you just need to post it!

Bottom line is, a majority of Americans are now engaging on-line everyday with one or more social media platforms. Having a specific strategy to reach your specific audience is crucial in today’s busy Social Media realm. Reach out to Social Thrive today to get started on your social media strategy plan!

 

 

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Insta logo

Let’s talk about the ‘gram

Over the past couple weeks, Instagram has made some major announcements.  We break down what’s going on with the ‘gram below.

instagram logo

First off, let’s talk about the new update, which was announced last week.  One of the most noticeable changes is the logo. The signature camera & rainbow remain in the app’s new flat-design logo. The company’s other apps (Boomerang, Layout, and Hyperlapse) also underwent logo re-designs.  The app also received a re-design, from the brand’s classic blue and white combo to a muted black and white.  This new re-design reflects Instagram’s idea to let the photos really shine through.  The outcry across the Internet has been mixed, with many preferring the old logo – many people either love it or hate it.  Just this week, Forbes shared some designers’ interpretations of a logo re-design.  On the flipside, Instagram recently shared users’ interpretations of the new logo.

Photo via @paulodevalle

Instagram made the following statement on its blog last week:

The Instagram community has evolved over the past five years from a place to share filtered photos to so much more – a global community of interests sharing more than 80 million photos and videos every day. Our updated look reflects how vibrant and diverse your storytelling has become.

The ‘gram faced similar backlash when the algorithm change was announced a few months ago.  Those changes have yet to go into effect.

This past week, Instagram also made an announcement that many business owners and brand managers are happy to hear about – the company has announced that it is testing analytics offerings.  In addition to maps and contact info, some of the offerings include:

  • Demographics
  • Impressions
  • Reach

Many social media managers (including all of us at Social Drive) have been patiently waiting for this update.  Recent updates — especially view-counts and 60-second video — have been beneficial to brand marketers.  Instagram has not divulged how much of its user base is testing the new business tools but has stated that it is “testing new business tools coming to Instagram in a few months.”  These new updates mirror those of Facebook’s brand pages.  As for additional changes, we’ll see what the future holds.  The one change we’re patiently waiting for:  in-app or desktop scheduling for brands.  Are you listening, Instagram?

For more info on all the recent updates, visit Forbes, TechCrunch & Entrepreneur.