Category Archives for "Instagram"

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Oct 08

6 Steps to Create a Quality Instagram Influencer Campaign

General Info , Instagram , Marketing , Social Media

6 Steps to Create a Quality Instagram Influencer Campaign

You’ve almost certainly heard the word “influencer” in today’s marketing opportunities and for very good reason.

Adweek estimates Influencer Marketing will be a $10 billion industry by 2020.

Instagram (IG – 1 billion monthly active users) will comprise a huge portion of this growth, and finding those to help promote your brand is easier on this platform than any other.

Here are 6 simple steps (including infographic) we’ve created to help you use Instagram in your company’s campaigns. 

1. Identify your target market

Make sure that you’re using the search function on IG. To do this, go to the platform and click the magnifying glass on the bottom. Click inside the search bar (important step many people miss) and you’ll have the option to select Top, People, Tags, and Places. To search by interest, click Tags and enter your search terms. To search by geographic location, click places and enter the name or physical address.

2. Find influencers

Search for people influential in your target market by both number of followers and engagement percentage. The higher the engagement as a percentage of their followers, the better! A good way to figure out their engagement percentage is to take a handful of recent posts and take the number of likes and comments and divide that by the number of followers. This gives you a good idea of how engaged their following is.

3. Participate in their communities

Don’t just reach out to people without knowing more about them. They may have tons of followers and engagement but that alone doesn’t mean they’re the perfect fit. Before reaching out to potential influencers with an offer to work together, engage in their communities. Comment on their posts and like what they share. Be meaningful and deliberate with your contributions. This may create a thoughtful conversation and the opportunity to get to know your brand.

4. Reach out to them with an offer

Contact the influencer through DM (Direct Message) on IG. Since you’ve been engaging in the community you should be at least someone they’re familiar with. Ask them to help promote your brand or product.

5. Negotiate compensation

Be prepared for any reply. Or none at all. Some influencers will request money, product, or both. In our opinion, make sure you’re definitely willing to give them product. If you want them to speak on behalf of your company, they should at least have the opportunity to use what you’re selling. And when it comes to money, figure out what you’re willing to offer ahead of time. If you have a budget in mind, it’s acceptable to work with someone for a certain amount of time and then revisit the partnership. Just make sure you have determined what success looks like and that both parties are in the loop.

6. Review metrics and update

After hiring an influencer to promote what you’re selling, use metrics to track the success. Use unique identifies or coupon codes to track and gauge which campaigns are working and which are not.

Have you tried using influencer marketing in your campaigns? What success (or horror) stories can you share?

Instagram Influencer Campaign

May 15

A Great Example of Using Instagram Stories

Instagram , Instagram Stories , Social Media

A Great Example of Using Instagram Stories

With social media there are so many ways to spend 5 minutes (let’s be real, 30 minutes) endlessly scrolling. This time I was glad I chose Instagram Stories.

Instagram Stories is a feature that lets users post photos and videos that vanish after 24 hours. A lot of people I follow use this feature the same way they use the main platform on Instagram, which is fine. But it isn’t exactly what the best use of it is.

Below is a fantastic example, in my opinion, of a proper Instagram Story. It’s about an absolutely amazing cause and a girl’s search for a decent snack.

Meet Stefanie Miller. She’s been one of my (Helen) besties for more than 15 years.

I generally don’t check out a ton of Stories, but this first image drew me in because I love ❤ coconut chips…and she dissed them. She also introduced Healing Heels, an incredible organization you’ll learn about below.

IG Story

Stefanie’s obviously in search of something particular.

IG Story

Can you sense the sarcasm?

Up until this point, each visual was just an image. The picture below was actually a video unveiling Stef’s pair of shoes. She uses the Superzoom/Dramatic effect to give it the anticipation it deserves.

The next 3 images were also videos opening containers to find more healthy snacks. Make sure you read the copy on the images. It’s hilarious.

These are her shoes! Learn more about the shoes below. This specific piece of content was a video using the Boomerang effect.

If you can’t tell what this is, it’s a half-drank bottle of wine with the cork inside the bottle. We’ve all been there, am I right?!

The warm and fuzzy part starts now! ?

As you can tell, Stefanie tells the story through copy on the images.

Don’t forget #hashtags

She’s going through and giving visual examples of their products.

And tagging friends so they can see your story

Remember, you can also draw on your images to point things out as you can see below with the reddish arrow and circle pointing out the random pair of Sidne’s.

There is Stefanie spreading love!

Promote. Promote. Promote! See how she did this… it’s well into the story, so it doesn’t seem like a sales pitch. It just makes sense and flows perfectly.

Back to snacks!

A little off subject, but I wouldn’t be a marketer with mentioning kudos to Healing Heels on the personalized message on this shoebox. For every patient that is gifted a pair of Healing Heels because someone else bought a pair they personalize the shoebox with inspiration to help get them through treatments. ?

Still hungry! ??‍♀️

The image below was actually a video using the timelapse effect. It showed them working to separate all the orders and shipping labels.

And finally, snacks were had. ?

There are many reasons why I think this is so well done. Stefanie just did such a wonderful job telling the story. The whole progression spanned a total of 5 hours and depicted so much. This story showed happiness, humor, inspiration, gratitude, empowerment, love, hope, and of course, (h)anger.

I also love the behind the scenes footage that was captured as part of the Healing Heels process. Their mission is powerful and Stefanie did a great job of explaining the story while making a heavy topic fun.

Create. create. create!

Mar 14

What is Social Listening and Why is it Important?

Business Development , Facebook , Instagram , LinkedIn , Marketing , Social Media , Twitter

What is Social Listening and Why is it Important?

Nowadays, social media is not just another platform for sharing pictures, life events and what you had for lunch. It is also used to voice your opinion about many different things. The digital revolution has changed traditional marketing and consumers have learned to take their inquiries, comments and criticisms online. Therefore, any business or brand for that matter, must learn how to integrate social listening in their marketing strategy.

Social Listening image

Imagine the amount of insights you can acquire from a certain market that is made up entirely of consumers who are talking about your brand. Social listening is the process of tracking and identifying what is being said about a specific brand or industry. It is important to monitor consumers’ tone when they speak about your brand via keywords, as they can help you leverage your insights and discover new ways to create content focused on your audience. Although social listening and social monitoring often go hand in hand, there is a certain difference between these two. Social listening does not merely focus on close monitoring through personal response on comments and queries. The main goal is to thoroughly analyze consumers’ sentiments and be able to extract pivotal insights from these conversations in order to create a strategy that is based on what people are saying. Think about it this way: social monitoring is like a cure – as a certain problem arises, it will help you be aware of and act on it on the spot. However, social listening is more like prevention – rather than just dealing with the problem after it arose, listening will help you prevent the problem from happening in the first place.

Why is Social Listening Important?

Brand Reputation

When you actively listen to what social media says about your brand, you know for sure that positive and negative feedback is inevitable. The thing is, social listening will help you identify and successfully recognize harmful threads before they create a lasting impact your brand. A good reputation is what allows a company to continue flourishing, and thus contribute to the entire brand health. 

Product Development

Social listening also gives more room for improvement. From the word itself, listening will help you get valuable feedback that could be the basis for your product development plan. Draw out an effective solution by focusing on the points that people find unsatisfying and highlight whatever works well for your brand.

Key InfluencerInstagram image

In this generation where even ordinary people can have an extended reach or impact on social media, it is also practical to know who has the power to influence consumers in a relevant marketplace. Influencers from different fields or industries love to discuss products online, particularly those they personally patronize. This may help you come up with a strategy if you know how to take advantage of their social / online connection.

Brand Engagement

What is the most logical thing to do after learning what consumers have to say about your product? Engage. Actively communicate with them and manage the growing brand loyalty so you can look forward to a potentially lifelong commitment between your brand and its users. In the age of digital marketing, it has become easier to reach out to your consumers to properly address their concerns through mobile and social media. Brand engagement is the key in making consumers feel that their voice is being heard and that their opinions actually matter.

Social listening, in a nutshell, will allow your brand to be at the forefront; it is just a matter of addressing and properly acting on your consumers’ wants and needs.

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