Category: Social Media

Instagram: You Can Now Add up to 10 Photos/Videos in a Single Post!

There’s a clear trend evolving in social media circles – storytelling. All major platforms are working towards more ways for users to add context to their posts.

So now, Instagram has introduced another storytelling format, providing users the opportunity to share up to ten photos and videos in a single post which viewers can swipe through.

“With this update, you no longer have to choose the single best photo or video from an experience you want to remember. Share your favorite moments of your best friend’s surprise birthday party – from setting up to when they walk through the door. Or create a step-by-step cake recipe that people can always find on your profile.”Instagram

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The drawback? Only square cropped photos are available in the new format at this stage. However, on the bright side, for business – it adds another way to express an idea and add more depth.

Yes, businesses have had access to this option for a while but the new version lets you do it in organic posts too, as opposed to just paid advertisements.

If you’re not already on Instagram, it’s a platform worth investing some time in – with over 600 million users and 400 million active on the platform every day. There’s now 5 million businesses signed up for business profiles on the platform so it’s worth investigating all the tools available.

 


 

We offer tailored Social Media Management services – find out more here.

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New Year, New Facebook Strategy…

Effective use of Social Networking for your business is a game changer, however, sometimes it doesn’t always quite work out the way you would expect. If you’re not seeing the results you want from it, have a look at these tips to see how you could turn it round.

You’re not alone. It can be a difficult channel to master and a survey found that a whopping 49% of marketers consider it the most difficult inbound marketing channel! However, more than 1.79 billion users make it the world’s largest social media network, meaning that a large portion of your target audience will be active on Facebook. So instead of abandoning you efforts, improve them instead.

  1. Understand What’s Going Wrong

Firstly and importantly, understand why your page isn’t producing the results you’re looking for. This article goes through seven possible reasons as to why your Facebook Marketing fails, check it out here.

Try to identify a single reason. Multiple reasons can overlap and it’s helpful to note them, but you should prioritise the single issue that seems to affect your Facebook page the most.

  1. Analyse Your Current Resources

The next step is to try and analyse exactly what resources you currently put into the page. These could range from being monetary, such as boosting adverts to your time that it is committed.   Whatever they currently are, identify them and then try to determine whether these resources will be feasible to invest into the same project, but with more success, moving forward.

Resource analysis is crucial for any successful marketing planning and you can only develop and implement a successful strategy if you know exactly what you can invest into it.

  1. Focus on Your Audience

If you already have a Facebook page, you probably have a following. It may be small, but it still tends to exhibit common demographics – and you can find them using Facebook’s free insights tool.

“The more customer insights you have, the better you’re equipped to deliver meaningful messages to people. That’s the thinking behind Facebook Audience Insights, a new tool designed to help marketers learn more about their target audiences…” – Facebook 

  1. Compile a Content Strategy

Based on all of the above information, it’s time to build your content strategy. Content is king and Facebook marketing ultimately depends on the right content – if you can provide value to your followers, they will engage. Come up with a content calendar, to help you plan your posts and ensure you get a good mix of videos, pictures, links etc…

Depending on your resources, you might want to consider adding Facebook ads into the equation – this is something we can help you with, just get in touch!

  1. Monitoring & Control

Lastly, don’t forget to include setting up the framework essential to evaluating the effectiveness of your strategy. It takes time and adjustments to reach your goals.

That’s why you should build regular evaluation benchmarks into your strategy.

e.g. How many likes and or comments do you get in a month? How many website clicks?

These metrics should show an upward trend month-to-month from the moment you implement your new strategy but don’t forget it can take both time and tweaks too!

Regular evaluations can help you better understand how individual posts perform. You might find that videos get a higher reach than pictures, providing information to help build your content strategy.


 

We offer tailored Social Media Management services – find out more here.

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One Small Change That Has Huge Impact for Small Businesses on Facebook

When it comes to social media, sometimes a tiny little tweak can make a massive improvement. This time, we’re talking about Facebook’s ‘preferred audiences’ feature and it’s especially useful for local businesses.

Facebook always tries to deliver relevant content to its users. Tailoring the news feed for each individual, in order to show them more of what they like and less of what they aren’t interested in.

For Facebook, this means people will spend more time on the site, and therefore they can show them more ads and thus, make more money. Therefore, Facebook are highly focused on the relevancy of content and ads since these directly affect their profits.

“Pages publish a wide variety of content across many topics, and the more information we have about who is most likely to be interested and engage with a post can help us deliver the right content to the right audience.” – Facebook

Audience Optimization is an organic targeting tool to help publishers reach and engage their audience on Facebook and better understand the interests of people clicking on their posts.

The Preferred Audience feature allows you to tell Facebook who you think might be interested in your page and improves the odds of your content reaching them. Facebook preferred audience tells Facebook EXACTLY who your audience is and where they are.

So in a nutshell, Preferred Audience is a super fast way of helping Facebook understand your target audience including; location, age, gender and interest. It’s free and it doesn’t exclude all others but it does make a difference.

How do you set it up?
Head to “settings” on your Facebook brand page and you’ll find the “preferred page audience” option on the left navigation sidebar.

Facebook’s article on Audience Optimisation covers the best practices for this tool in more depth – read it here.


 

We offer tailored Social Media Management services – find out more here.

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3 New Facebook Features to Help You Reach Your Audience

It seems that recently, Facebook has been making it more difficult than ever for pages to reach their audience without paying for each post. They recently changed their algorithm again, which saw a decline in organic reach for pages (read more about that here).

However, for once, we’re writing to tell you about some new features Facebook has recently introduced which will help you get more reach and engagement from your audience!

These simple tweaks will help your page get a little more engagement from your existing page fans.

  1. Preferred Audiences

The preferred audiences tool is a great way to pick and choose who sees your posts without restricting reach.

“Preferred Audience uses interest tags to help prioritise Page posts in News Feed for each unique reader based on the topics that are most likely to engage them. Interest tags do not limit reach.” – Facebook

Pages with 5,000+ likes have this feature turned on automatically. However, for those with less – you need to dive into your settings to enable the feature. In settings, look for “Audience Optimisation for Posts” and tick the check box, click “save changes” and it’s ready to go!

So, seems like a great way to pick a specific target audience for each of your posts – read more here.

 

  1. Invite Users Who Like Your Posts to Like Your Page

This is one of my personal favourites! Your posts will already appear in front of people that don’t like your page, they’ll like a post when they see it and just keep scrolling.

This feature allows you to then invite them to like your page!

There’s already been a positive interaction so it’s a great way to build an audience that’s interested in what you post.

Go to your page and choose a post, then click on the people who have liked the post. A box will pop up with a list of everyone who has liked the post. Next to those who don’t already like your page, there will be an “invite” button, just click it to invite that user!

Please note, this is only available for pages with less than 100,000 likes.

 

  1. Utilise your cover image!

Have you noticed that your profile picture no longer gets in the way of your cover image? This small changes gives you a lot more freedom to get creative and visually brand your page.

Too many pages have a static cover image. Use it for branding, to promote a marketing campaign or even other social networks your business is active on!

Just ensure the image isn’t blurry and use your brand colours too if possible. Don’t forget to include a call to action and a link in the description too.

Have you liked us on Facebook yet? We keep you up to date with news and tips for managing your digital presence online…


We offer tailored Social Media Management services – find out more here.

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Prepare to See a Further Decline in Reach on Facebook

Yesterday it was announced that Facebook are changing their algorithm again and unfortunately, but unsurprisingly, businesses will face a decline in their organic reach.

Organic reach is the amount of people who see your post through unpaid distribution.  So again, it seems that business accounts are being pushed towards paid posts if they wish to communicate with their whole audience.

The latest update is in response to user concerns that they’re missing stories from friends.  Therefore, Facebook is changing the News Feed to prioritise updates from your friends above those from pages and publishers.

“Overall, we anticipate that this update may cause reach and referral traffic to decline for some Pages. The specific impact on your Page’s distribution and other metrics may vary depending on the composition of your audience. For example, if a lot of your referral traffic is the result of people sharing your content and their friends liking and commenting on it, there will be less of an impact than if the majority of your traffic comes directly through Page posts. We encourage Pages to post things that their audience are likely to share with their friends. As always, Pages should refer to our publishing best practices.” – Facebook

There is however a way to manually choose to prioritise content from pages you have liked, click “liked” on the page, then “see first” and “all on”.

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Speaking of which, have you liked us on Facebook yet? We keep you up to date with news and tips for managing your digital presence online…

We also recently wrote a post on How to Improve Your Organic Reach On Facebook, check out our tips to see how to combat the new algorithm.


 

We offer tailored Social Media Management services – find out more here.

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Bring Your Live Photos Back to Life with Motion Stills by Google!

There’s now a super easy way to turn your photos into GIFs, which can then be shared on social media or your website! Motion Stills is an app by Google that brings your Live Photos back to life with “advanced stabilisation and rendering”.

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Source: Google

“We use our video stabilization technology to freeze the background into a still photo or create sweeping cinematic pans. The resulting looping GIFs and movies come alive, and can easily be shared via messaging or on social media.” – Google

Motion Stills provides an immersive stream experience, enabling you to create content and tell stories by combining clips.

Here’s what a live photo looks like before and after stabilisation from Motion Stills:

Source: Google

Source: Google

The app is still in early days, they current state that it isn’t working with remote iCloud photos and that a fix is on the way! Some are wondering if an Android version will be available soon as this currently is only compatible with the iOS operating system.

With Motion Stills you can browse live photos, create movies, make GIF’s and share with friends!

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“The Motion Stills app is incredible — it searches through your library of Live Photos, edits them into stable images with minimal shake, and converts them into easily shareable GIFs or movie files. You can even throw the movies — complete with sound — straight to Instagram, which otherwise doesn’t support Live Photos.” – The Verge

How to create content using Motion Stills

  1. Firstly, download Motion Stills from the app store (Remember, currently only avaialble on the appple store).
  2. If you’ve no live photos on your device already, make sure the feature is activated.  Simply, launch the camera app and tap the live photo button from the top centre.  Tap on the shutter button to then take a live still.
  3. Open the Motion Stills app.
  4. Motion Stills needs permission to access your photos, a message will pop up requesting this. In order for the app to work, make sure you allow the app to do this.
  5. Now all your live photos that are on your device will appear, simply tap on any photo you wish to convert to a GIF.
  6. Tap the arrow icon below the picture.
  7. You will then have two options; send GIF or share clip.

Make sure you have Live Photos in the Camera Roll on your device. (If you don’t have, you need to launch Camera app on your iPhone 6s/6s Plus. Tap on the Live Photo button from the top center, then tap on the shutter button to take the photo.)


 

We offer tailored Social Media Management services – find out more here.

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How to Improve Your Content Marketing Strategy

An effective content marketing strategy is key when it comes to generating leads. Create and share quality content to attract, acquire and engage with a clearly defined customer audience – with the goal of resulting in profitable customer action.  Here’s our top tips when it comes to improving your content marketing strategy.

Define Your Targets

Target Audience

Firstly, get very detailed about the specific audiences that you want to see your content. A quality target market outline will define your ideal customer down to their interests, location, habits and behaviours that relate to your product. Outline what their needs and pain points are.

Think about what their engagement cycle might look like and from there, create a map of content to deliver throughout the buyer journey.  With a deeper understating of your target market, you can begin to tailor your content strategy to them.

Usually, companies have more than one target market – but start with the most important. From this you can start to see what type of content to create, how it will be consumed and the best way to deliver it.

Brand Story

Define what brand ideas and messages you want to communicate through your content.  How will this content provide a message that differs from the competition? What will be the tone of your content? It’s important to also consider how the landscape will evolve after the content is shared with your audience.

Platform Plan

There’s so many to choose from but using all of them isn’t always the answer. Plan out which platforms you will use to tell your story and reach your defined target market.  Define processes and objectives within reach and work out how to analyse and measure performance on each one too.

Your content marketing strategy can serve a variety of purposes. How you use it depends on the action you wish your audience to take:

  • Prospecting
    Generating leads for sales and marketing teams
  • Marketing
    Generating interest in your products or services
  • Thought leadership/ awareness
    Developing name recognition to influence your industry
  • PR
    Developing and repairing public perception about your brand or offerings
  • Sales
    Helping your sales team close more deals, quicker
  • Community
    Developing friends and supporters who get the most of your offerings

Call to Action

The most important thing to remember here is calls to action. Remember that the goal for content when reaching your target audience is to see a profitable customer action.

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A comprehensive content marketing strategy engages with the audience in order to bring them into the engagement cycle.

Analyse Platform Performance

Take a good, in-depth look at your analytics for each platform and put your money, time and effort towards the strategies that are working. Many companies invest too much of their efforts in to Facebook and Twitter, assuming that because they are the largest social platforms,  they should be there.  However, sometimes after careful analysis, most of your social media marketing traffic could result from other platforms that you hardly pay attention too such as Pinterest!

Engage With Your Audience

Give you audience what they want by engaging with them – ask for feedback and pay attention to the comments and questions you receive. Recognise that your audience might differ between platforms – those who follow you on Facebook might not be the same as those who follow you in Instagram.  Repackaging your content for different audiences means you’re more likely to engage with your customers.

 

Best practices for content marketing are constantly changing, so it’s important that you be open to change. Re-evaluate your strategy every few months and tweak your approach as needed.


 

Working as an extension of your organisation, we can help you achieve an effective online presence – find out more here.

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A Guide to Facebook Competitions

Competitions are a great way for small businesses (and budgets) to make a splash on Facebook, however, avoiding going against their terms and conditions isn’t so easy.

We frequently run competitions on various social media networks for clients, it helps the page gain awareness, followers (or ‘likers’) and rewards their loyal fans! Facebook is always a great platform to hold a competition and can reap many benefits such as:

  • Building awareness
  • Increasing followers
  • Encouraging engagement
  • Increasing sales/ calls/ enquiries/ website visits – this is depending on what you wish to achieve!

We recently ran a Facebook competition for a client and within the 14 days that the competition ran, they saw an increase in page likes of 42% – taking them from 440 to 629!  This is organic growth, meaning no money was spent on advertising.
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Results vary on a number of factors, so take this in to account when planning your competition! Competition’s that allow a larger audience to enter gain best results – however regional competition’s have the same benefits, perhaps just on a smaller scale.

Despite being eligible for entries in just the Glasgow area as opposed to the whole of the UK, a competition that we ran for a local business saw an increase of 14% when it came to page likes.

We always make sure the prize is related to the business – it ensures that we’re reaching people interested in what we do and prevents gaining an irrelevant following.  It’s win-win, but there’s some Facebook guidelines you need to make sure you are following….

Make Sure You Follow Facebook’s Guidelines

Your promotion must follow the promotion guidelines.

To collect entries, you can ask people to:

  • Like or comment on a post on your Page (ex: “Like this post to enter”)
  • Publish to your Page
  • Send your Page a message

Facebook-competitions

It’s better to stay safe than sorry – especially when it comes to Facebook competitions.  Facebook reserves the right to remove any Business Page, without warning for not adhering to t’s & c’s. So make sure you take all promotion guidelines into account.


 

We tailor Facebook competitions to your business; creating them to focus around a specific product or service you wish to promote as well as gaining more likes and engagement for your Facebook page! All our social media promotions adhere to that network’s competition rules. If you wish to find out more – just get in touch!

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Improve Your Organic Reach On Facebook

Seen a decline in your organic reach on Facebook? Fear not – you aren’t alone.  Organic reach has fallen by 49% since October 2013 – from 49% to just 6%.

But why are business pages seeing such a rapid decline when it comes to organic reach?

There’s two main reasons.

Firstly, Facebook has grown at a super-fast pace and there’s only so much space in each users new feed.  There are now a whopping 18+ million business pages competing with yours on Facebook.

The other reason comes down to money.  Facebook make money when you pay for your content to reach more people.

Priyanka Biswas of Social Media with Priyanka says that, “According to a study conducted by Locowise, the average organic reach for Facebook Pages is about 7% and this number varies depending on the total number of likes for a Page. Pages with less than 10,000 likes have an average organic reach of 11% (slightly higher). Pages with 10,000 – 99, 999 likes have an average organic reach of 6%. Pages with over 100, 000 likes have an average organic reach of 5%.”

So what can you do to increase your organic reach on Facebook?

  1. Create quality content
    Facebook puts a lot of emphasis on content quality and content relevance. When deciding which posts make a user’s newsfeed; engagement metrics such as likes, shares and clicks come in to play – helping Facebook determine the quality of your post.Facebook consider how many times a user has engaged with your page, so the more they engage, the more likely it is that your content will appear in their newsfeed.  Another reason for why it’s so important for you to consistently post quality content.  When your following loses interest – you lose organic visibility.
  2. Don’t push promotional content too hard
    There’s nothing wrong with promoting your business every now and then – after all, if you can’t show off what you do – social media would be pointless. However, brands that are overly promotional might begin to see their organic reach decline.
    Remember: Facebook serves content based on interest – not intent.
  3. Take note of Facebook’s spam algorithm
    Facebook are always fine-tuning their algorithm to weed out poor content and enhance user experience. Facebook is demoting pages that post frequently circulated content.  Facebook found that when they deemphasized pages that regularly shared recycled content – users reportedly hid 10% fewer stories.
    Post as much original content as possible – content is still king!

This article, written by Caroline, has also been published on The Digital Branding Institute – check them out!

We offer tailored Social Media Management services – find out more here.

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Pinterest Introduces Advertising Tools to SME’s

As revenue potential continues to grow for Pinterest, they are now releasing a set of new advertising management tools that were previously unavailable for smaller businesses.

Pinterest is a social network that allows users to share and discover new interest by posting on Pinterest and browsing what other users have pinned.

The new advertising tools give SME’s new opportunities to manage advertisements on the platform.  Around ¾’s of content on Pinterest already comes from businesses and these tools aim to help drive conversions.

“Since people save their favorite Pinterest finds (including ads!) to their own boards, Promoted Pins generate lots of incremental impressions and engagements that get resurfaced time and time again. These engagements drive additional free value to advertisers over time—something you can’t get on other platforms. In fact, advertisers who use the Pinterest Ads Manager received an average of 20% more (free) clicks* in the month after the start of a Promoted Pins campaign.” – Pinterest

Pinterest is also releasing some new tools for advertising targeting.  They have expanded the number of interests that advertisers can target against to 420, allowing advertisers to target potential customers.  Advertisers can also target keywords in addition to interests, with the aim of catching them at different times in which they are considering purchasing things.

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They are also introducing “customer database targeting” in which advertisers can upload a customer database and then use that date to create a profile of people they wish to target.

With rumours that Pinterest is bringing video advertisements to the platform too, we’ve got a feeling we’ll see a lot more about advertising on this growing social network – follow us on Facebook, Twitter, Pinterest, LinkedIn or Instagram to keep up with the latest.


 

We offer tailored Social Media Management services – find out more here.

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