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Keeping Up with Instagram
You may have noticed that Instagram has undergone some significant changes recently and we aren't just talking about their new logo.
Although the new logo did create a buzz, the photo and video-sharing app has made some even bigger alterations, which we are going to discuss in this week's blog.
First of all, let's talk algorithms. It seems the logical place to start, as Instagram's shift away from a chronological feed—towards one driven by an algorithm—has created quite the outcry.
An algorithm, put simply, is a set of steps that are followed in order to solve a problem. In the case of a social media platform, its algorithm will process vast amounts of data, sifting through and yielding filtered results, based on the information it knows about you and what it thinks you want to see and engage with.
If you have been wondering why an image that was posted 14 hours ago is still sitting at the top of your feed, the algorithm is to blame. The order in which you see pictures and video on Instagram is no longer determined by when they were posted, it is now based, “on the likelihood you’ll be interested in the content, your relationship with the person posting and the timeliness of the post,” as Instagram explained on their blog, when the switch was first mooted in March.
If this all sounds very familiar, Facebook (who own Instagram) have also undergone similar transitions in recent years. The latest iteration of their ever-changing algorithm, detailed in a “Friends and Family Come First” statement—released in June 2016—is incredibly similar to IG’s new-look feed.
To say that users were displeased with Instagram's recent changes is a huge understatement. Just take a look at the comments underneath the aforementioned blog post to get an idea…
Elsewhere on Planet Instagram, a change that has attracted more acclaim than dismay is video features. You may remember that video uploads were once capped at 15 seconds but since March (and with surprisingly little fanfare), they have been extended to 60 seconds.
It's a huge development, one which gives users, businesses and marketers a raft of new creative options and as—if not more—importantly, it keeps the pressure on rivals Snapchat and YouTube.
Another huge adjustment was the recent, somewhat quiet, roll out of Instagram for Business.
Currently only available for users in the United States, Australia and New Zealand, businesses (who have an existing Facebook business page) can now switch from a personal to a business profile.
Features include the ability to add a contact button, in which you choose how you want customers to get in touch—be it by phone call, text and/or email, right through the app. Users can also get directions to your outlet.
Analytics tools also come with the free business profile, which is music to the ears of social media geeks like us. These analytics give you information about who your followers are, including data such as such as gender, age and location. It also tells you which posts are performing well, giving numbers on reach, impressions, engagement and more.
The ability to turn Instagram posts into mobile ads directly from the app itself is also a big plus, (even if it does feel like suspiciously similar to the start of the paid-ad squeeze, à la Facebook).
Said to be available globally by the end of the year, it’s going to be very interesting to see how businesses benefit from this particular switch.
We hope this blog sheds some light on the updates and additions happening on Instagram. However, if you feel like you are still in the dark and need help with your social media profiles on Instagram and elsewhere, please don't hesitate to get in touch.
Thanks for reading!
Finding Your Online Voice
You have a website, a blog and a number of social media platforms, your online marketing strategy is in place and you’re ready to start spreading the word.
However, you don't know who you want to address, what you want to say or how you want to say it.
It’s a stumbling block facing many businesses and finding the right voice for your brand is crucial when it comes to communicating and standing out on social media.
Giving your company consistent character by using a single, recognizable voice will allow you to enter into more conversations with your followers. It will also add personality to your brand, setting you apart from your competitors. Even better, if consumers like what you’re saying, they will start sharing your content and marketing it for you.
Developing and conveying an authentic online voice for our clients is something we pride ourselves on and will always be one of the first things Cake Media addresses when taking on a new marketing role.
Need Help? Here are Some Key Things to Think About:
Who is Your Target Audience?
Are you a bar, hoping to catch the attentions of the 21-35 year-old market, a hotel targeting families, a pet store going for animal lovers or a cafe, aiming to bring in local foot traffic?
We recommend a brainstorming session, to determine exactly what kind of customers you want to target. This will help you to define WHO you will be addressing online and will allow you to think more about how your brand will communicate.
This Fourth of July tweet from @Macys was obviously written with female customers in mind and is conveyed in a chatty, friendly voice:
What Do You Want to Say?
Will your social media channels promote new products, will you be showcasing recipes and pictures of food and drink, will you be a resource for information about a particular subject such as financial advice or mechanics, are you selling clothes or showcasing a hotel?
Planning WHAT kind of things you want to say to your target audience can help to shape the online character of your business.
Posts from brewing company @newbelgium are targeted at beer lovers/bargoers and are focused on their product line. This gives them a relaxed, informative and often-humorous delivery.
How to Say It
Ask yourself—if my brand had a personality, what would it be? Fun, young, reliable, healthy, older, professional, educational, motherly, whimsical, casual?
Before you start posting, try to have a strong grasp of your online character. It will prove central as to HOW you are going to get your message across.
This tweet from @Target is friendly and relatable. It appears to be targeted at women, it is pushing the Target product line, while maintaining a casual and conspiratorial voice, furthered by the use of a winking emoji.
While it's important to maintain an authentic voice (i.e. your brand's consistent personality) online, we should note that the tone of your posts can change and you shouldn't feel restricted by one single type of delivery.
Think of tone as being the mood your business is currently in and ask yourself - if my brand was speaking right now, what would it sound like? Funny, serious, casual, informative, professional, friendly, sassy?
Telling customers that you are going to be closed for the day or talking up your new happy hour specials—they'd be communicated very differently in real-life. Think of conducting your online conversations in exactly the same way.
Still confused or (we hope not) even more confused? Connect with Cake Media and we can help!
Thanks for visiting, Laura and Jenny.
Welcoming a New Client: Aloha Mixed Plate
We are delighted to have Aloha Mixed Plate as our newest client at Cake Media!
In early June, we began working on a social media management strategy for AMP and spent a day on site to shoot original pictures and video of their food, employees and oceanfront location. This is a service we provide for all our clients, built into the price of our social media packages.
Our early aims include growing AMP’s follower count, increasing follower engagement levels and boosting their presence on social media, by paying special attention to Instagram and Twitter feeds that need to be populated with content.
On Facebook, where AMP employees had already done a great job in cultivating a following in excess of 10,000, we want to add video content, further images of menu items and to interact with customers in realtime.
With video, a wide selection of brand-new images and a strategy in place, we went into action on June 11.
Little over two weeks later, we’ve already seen some great results, such as a Facebook video post that reached over 12,000 people, with an average video completion rate of 95 per cent. Plus, Instagram and Twitter follower counts which are increasing by the day.
Mahalo for choosing Cake Media to be your social media management team, we are thrilled to be working with you!
Have you followed Cake Media on Instagram yet? Follow us today: @cakemediamaui
Until next time, thank you for reading! Laura and Jenny
The Rise of Internet Video
As Internet video continues to skyrocket in popularity, experts forecast that—by 2017—it will account for 74 percent of all online traffic.
That’s an incredible, if unsurprising, statistic.
Think about it, video has started to become an intrinsic part of online life for everyone, it’s a valuable real-time news source, its how we catch up on sporting and cultural events, it’s how we now watch music videos, laugh at clips of YouTube cats, find out about new products, places, languages and much, much more.
When we see an engaging clip, we share it with our followers and friends. We view, we like, we share. It’s what most, if not all of us, do.
From a content marketing point of view, this is something that can’t be ignored and at Cake Media, we recognize the power of using film as a marketing tool. Below, you can see a 15-second "how-to" video that we recently created for Star Noodle.
Simple, yet effective, this post elicited a fantastic response from the restaurant's followers, generating views, likes, shares and requests for more "how-to" clips. Visually, it offers something different to the material on offer across Star Noodle's social media platforms.
Done the right way, video is the perfect format to grab your audience’s attention, to answer their questions and to give them a peek behind the scenes of the business that you own or represent.
Don't miss out on your slice of video marketing, contact Cake Media and we can help!
Cake Media Infographic
Here's a few simple things to think about for your brand: growth, awareness and strategy.
Cake Media are here to help you achieve your goals in these areas. Check out this latest infographic to see how.
