Following a timely acquisition by Facebook, Instagram has emerged as one of the top social media platforms worldwide.
In 2017, Instagram was home to over 800 million monthly active users, with over 75 percent of them located outside of the United States. Instagram users are proving to be incredibly loyal and very active - over 60 percent of users log in on a daily basis, making Instagram the second most engaged network after Facebook.
Instagram’s versatile feature options, from filters to stories, have made it favorite among the under 35 crowd (70 percent of users are Millennials or Generation Z members). Recent app rollouts have even been credited with squelching other social media players like Snapchat. Today, Instagram users can edit and share pictures, videos, stories and even go Live within the mobile platform.
Recent social media studies have revealed Instagram to be the preferred social network of teens in the United States, beating out both Twitter and Facebook. But as Instagram grows in popularity, so does the competition for engagement.
Thanks to last month’s announcement about Facebook Zero, the top social media app is a pretty sore subject for most communications and marketing professionals. With new algorithm changes come decreased engagement and increased ad spend. Many responded to the announced Facebook changes with the question, “How could it get any worse?”.
Good news for social media savants willing to think beyond the traditional post: Facebook’s cover video options offer a goldmine of opportunity for creatives willing to invest in a unique production for their brand’s Facebook page.
And the best thing about a Facebook cover video is that it has a half-life of more than 15 seconds (okay, okay – new Facebook feed content lasts a little longer than 15 seconds…but not by much!).
By creating a Facebook cover video, organizations can showcase their company and their offerings in an engaging way that informs consumers and converts traffic into customers.
Influencer Marketing via social media channels is a relatively new component of the modern promotional mix.
For several years, many established marketing agencies and directors dismissed the tech-facilitated marketing element as just another digital bubble, not worthy of a budget line. However, as Influencer Marketing has grown into an entire industry in and of itself (Instagram Influencers alone were considered a $1 billion dollar market in 2017), the effectiveness of Influencer Marketing is no longer being dismissed.
Perhaps you’ve heard of Influencer Marketing at an annual conference. Maybe you’ve responded to some sponsored content on your personal social media feeds. If you’re like most 21st century professionals, you’ve been exposed to Influencer Marketing, but aren’t really clear as to what this whole “influence-thing” is.
Twitter is like the little engine, er, social media app, that could.
Outperforming dismal predictions, outlasting competitive spinoffs, and (somehow) holding its own among social magnets like the world-renowned Facebook empire.
Even its designation as a favorite app for both terrorism recruiting and the Tweeter-in-Chief, haven’t sunk the chirpy social platform. Can we get a #Resilient?
In 2017, Twitter had over 313 million monthly users sending 6,000 tweets per second. One unique aspect of the tweeting platform is its distinct user behavior – Twitter users are three times more likely than Facebook users to follow a brand.
Did you catch that? Three times more likely! So, it comes as no surprise that the majority of social media managers list Twitter as one of their top performing social platforms in the realm of return on investment (ROI).
By now, you’ve caught wind of the impending Facebook News Feed changes.
If you’re like most organizational leaders, chances are you’ve already started wondering how these algorithmic modifications will affect your company’s digital reach and bottom-line.
You may have added updating your brand’s social strategy to your already overflowing first quarter to-do list.
You may have reached out to a few social savants, hoping to hear that the app changes aren’t as widespread or as impactful as speculated.
You may have considered scrapping Facebook priority all together, fearing that these updates will simply increase your department’s ad spend without offering any additional benefits.
Our message to you: Don’t throw in the proverbial Facebook towel. While the News Feed changes will impact everyone, they aren’t (all) bad.
Facebook has changed a lot since it’s early days as a social media pioneer.
What once consisted of desktop applications limited to picture posting, image galleries, and rudimentary messaging options has evolved into one of the largest networking empires in history.
Remember when geotagging and video uploads came out? Those were the days.
America’s favorite social app, and its frustrating algorithm, has had marketers and organizational leaders spinning since the Ratings & Reviews feature rolled out.
If the ever-changing digital platform has you feeling a little overwhelmed, don’t fret.
There’s one thing certain about social media – it’s always changing.
Keeping up with app features, user preferences, and platform trends can feel kind of like trying to hit a moving target.
What worked last quarter isn’t working this quarter, what worked last month isn’t even a capability this month, and so on.
While annual predictions of what the next year of our connected culture aren’t always spot on (just wait till a new app feature comes out), positioning your brand’s social strategy to pivot in accordance with anticipated changes can help maintain an engaged community of followers.
In case ever-changing social strategies have your head spinning, here’s five social media trends for 2018:
Millennials are changing just about everything, from how we live to where we shop.
Their generational preferences for authenticity and social values have sparked widespread innovation across industries, and the American workplace is no exception.
In 2016, Millennials made up 25 percent of the workforce, and are projected to reach over 50 percent by 2020 (MediaPost). As demographics continue to change due to Baby Boomer retirement and continued immigration, the Millennial influence within the workplace will move from novel to normal. According to Pew Research Center, Millennials will dominate the workplace by 2025, holding over 75 percent of American jobs.
Presenting a Public Relations workshop to an audience of small business owners, my first few slides were interrupted by an attendee that raised his hand and said, “Uh – you are going to be giving us the contact information for big news people, right?”
I smiled, “No, I’m not, but as you’ll learn throughout this presentation, you don’t need it.”
Contrary to popular misconception, public relations in the Information Age isn’t all about who you know.
It doesn’t matter who you know – a national news anchor or even a Hollywood celeb agent – if you don’t have anything worth publicizing.
I’d like to introduce you to a little thing we marketers like to call the Naïve Theory.
The Naïve Theory states that because consumers can’t know everything about a product, they fill in the gaps with their own (naïve) theories to help make decisions about whether the cheaply priced product is a terrific deal or a piece of junk.
Steve Posavac, a professor at Vanderbilt University, describes the Naïve Theory further. Posavac states, “Most people simultaneously believe that low prices mean good value, and that low prices mean low quality.”
Think about that.
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.