F Ferrar * Oh 8 and Cheesy Sleezy FB Rocket Ship Shaw Tea Shades of Grey behind D Sins

Every year, Facebook hosts an annual conference for its software developers called Facebook F8. Why does this matter to digital marketers? Because the conference offers a sneak preview of what Facebook’s developers are working on. This can help savvy marketers be the first to take advantage of new features and tools. We have compiled this list of need-to-know news from Facebook to help you stay on top of the latest developments.

Remember, Facebook is the company to watch because it’s so much more than the Facebook platform itself. Facebook is a social media giant that also owns Instagram, Messenger, WhatsApp, and countless other technology companies. But don’t worry—you don’t need to study it all. Here’s our recap.

Need-to-Know News About Facebook
CEO Mark Zuckerberg spent time at his keynote outlining the steps his company is taking to address issues with fake news and data privacy. In particular, Facebook is giving users more control over what information Facebook collects and stores.

For video highlights from Zuckerberg’s speech, check out this clip from Digital Trends. Then, stay with us to see what’s most relevant for digital marketers.

Fighting fake news
Facebook’s fight against fake news is focused on three things: spam, fake accounts, and real people who share fake news. Facebook is using artificial intelligence and a team of content reviewers to identify and remove fake accounts. In addition, Facebook is tweaking its algorithm to reduce the amount of spam that shows up in users’ newsfeeds. This will improve the user experience and take away the economic incentive to publish clickbait. And, Facebook is expanding its team of fact-checkers to debunk fake news stories that have gone viral.

For digital marketers, this reinforces the need for high-quality content that informs and engages users.

Returning privacy controls
Facebook is also implementing a new feature called Clear History that will allow users to erase their activity on Facebook in the same way we can delete our browser history. The tool will let users see which external websites send information about them to Facebook. Users will also be able to turn off Facebook’s data collection features and erase any information that Facebook’s analytics tool has learned about them. As Lights, Camera, Live points out, digital marketers who rely solely on Facebook could see their audience size shrink. However, updates to Facebook groups provide new tools that digital marketers can leverage instead.

Focusing on Facebook groups
Facebook is rolling out a new feature in Facebook groups called Watch Party, which will allow you to watch videos with members of your Facebook group.
Group admins who launch a Watch Party can also provide live commentary with a picture-in-picture video. This will be a great way to promote real-time engagement as the group watches the video together.

And building on Facebook’s earlier announcement about the value they place on Facebook groups, the company is adding a groups tab to make groups more central to the Facebook experience. The new tab will make it easier for users to participate in all of the groups they belong to. Group admins can also add a new “Join Group” button to their websites to attract more people to their Facebook community. For more information about Facebook groups, review our post about everything you need to know about the latest news.

The digital marketer’s essential takeaway: Be genuine, post high-quality content, and use Facebook groups to engage with your audience.

Need-to-Know News About Facebook Messenger
Facebook Messenger now has more than 1.3 billion monthly active users, second only to WhatsApp, which Facebook also owns. Messenger’s popularity keeps growing as the company continues to roll out additional features for businesses.

Introducing augmented reality
Next up, Facebook is bringing augmented reality (AR) to the Messenger experience. The feature, which is currently in beta mode, allows companies to use AR to let customers see, customize, and test products
. With this new capability, Facebook hopes to make it easier for people to shop online by letting people “try before they buy.” Four companies are participating in the initial launch—ASUS, Kia, Nike, Sephora—but companies interested in using augmented reality in Messenger can sign up on Facebook’s waitlist.

Facebook news from F8 about augmented reality for Messenger

Not ready for augmented reality? Other recent Messenger updates made it easier for users to share rich media, such as 360-degree photos and HD-quality video, via Messenger.

Streamlining Messenger for customers
Messenger is also releasing a customer chat plug-in for Messenger that companies can integrate directly into their websites. The plug-in will automatically load recent chat histories between a customer and the company. This gives customer a single experience regardless of where they initiate (or continue) the conversation.

This is good news for companies who already use Messenger to engage with their customers, as well as for companies that don’t already use a customer chat feature but want to have one.

Translating for the Facebook Marketplace
As well, Messenger will launch M Suggestions to translate messages in the Facebook Marketplace.
When people receive a message in a language that’s different from their default setting, M will ask if they want to translate the message. At launch, M suggestions will start with English/Spanish translation for users in the United States. As Facebook improves the translation experience, it plans to roll out the feature in more countries and in more languages. For online retailers, this opens the door to reach customers in places you haven’t yet ventured into.

The digital marketer’s essential takeaway: Online retailers can stand out from the competition by using new tools that give customers engaging, high-quality information.

Need-to-Know News About Instagram
More changes are also coming to Instagram, starting with updates to its explorer tool. Instagram is also diving deeper into video and testing the waters of augmented reality.

Instagram’s new explorer section will make it easier for users to discover content. The update, which builds on Instagram’s recent decision to let users follow hashtags, will organize information into topic channels you can scroll through. When you pause at a button, you’ll see a list of related hashtags to follow.

facebook F8 news instagram explorer

For digital marketers, this means Instagram users have more ways to find your content. For a refresher on how to get the most from your Instagram account, review our post on where to find real Instagram followers.

Instagram is also rolling out a video chat feature that will let you chat one-0n-one or in groups. And, new tools will make it easier to share content from other apps, such as GoPro and Spotify. Finally, Facebook is bringing its AR filters to Instagram.

The digital marketer’s essential takeaway: Instagram has become much more than a photo-sharing platform. Be sure to try all of Instagram’s features to keep your followers engaged.

Which Facebook F8 announcements are you most excited about? Tell me in the comments below!

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Don’t Mess Up My INgram Deals, Pleaasee!

Instagram is the second social network by excellence, overpassing Twitter and Snapchat by miles. It has more than half a million users, and the most important aspect of this network is using a shocking visual content that can absorb the users.

During the last years, Instagram has become an excellent tool to promote a brand and to attract clients and is used more often each time by small businesses with the desire to grow or generate engagement with their followers.

Users of each social network

However, Instagram can be a double-edged platform! If not used correctly, it can be a waste of time and energy for your business.

Don’t waste time, avoid these mistakes in your next Instagram campaign!

Be it that you post little (or too much), that you are afraid of hashtags, or that you are simply trying to find the best way to get clients on social platforms, here I leave some advice that will help you avoid committing some mistakes and get the most profit available from your Instagram account.

1. Focusing too much on promoting products
Many companies tend to post too many photos of their products and give the impression that they are not presenting an interactive brand. They make the mistake of having too many calls to actions or make an incorrect use of hashtags.

If your audience would like to see a product catalog, they would visit a webpage, not an Instagram account. A user will simply ignore a post of this type.

giphy-16
What can you do to avoid this mistake?
Use Instagram to propel a brand the natural way, in a way that includes the audience more directly. Focus on building loyalty instead of simply bombarding your clients (followers, in this case) with products and promotions.

You can use customer/buyer people to perfect what type of content attracts more people to your brand. The customer/buyer people are in fact characteristics that represent your main group of clients; you should base these customer/buyer people on information obtained from a market research.

How do customer/buyer people help?

They help you understand your audience and know why the people follow you on Instagram, are your followers looking for inspiration in your products or just follow you because they like your brand’s spirit?
The information obtained from the investigations of customer/buyer people will give you ideas of possible contents and publicity that may work with your audience.
They help you find out who your target audience is and whom you should follow on Instagram.
2. Have an unconscious voice</strong>

Many brands with little experience in social networks can give the impression of trying too hard. We all know how this looks: too many memes, too many hashtags, post after post, etc.

Many businesses tend to have unnecessary and out-of-context posts. These posts give the impression of being “filler posts.”

Your followers expect to find information and inspiration about your brand when they follow you on Instagram. If you start uploading too many filler photos and it is very likely that several of your followers will click the “stop following” button.

What can you do to avoid this mistake?
The brands must work hard to develop a consistent “voice”. This voice favors your business and ensures that your content is always attractive to your clients. To reach this, consider doing the following:

Read your clients’ feedback make a quick online poll asking: What type of posts are the ones that get more likes and which one has more comments? Are the comments just emoji or enunciations? Did the “joke” you wrote in the image’s caption have a positive result?
Structure your brand’s voice and its tone and make it a part of your strategy. Make sure that all the people in charge of working in your social networks know and work by the voice and tone.
Use your Instagram to take your clients backstage and show them the passion and dedication that there is in your business.

3. Ignore opportunities to generate leads
Instagram is a tool that can help you augment the renown of your brand, but it is also a tool that can help you generate income. Use the lead advertising publicity to offer something to your audience in exchange for information.

You can see an example of what I am talking about in the following image:

instagram_2 (1)

The lead generation is a goal that you can add to your Instagram strategy when your brand has no direct sells, for example, if you sell something intangible or if your product has a long-sell cycle.

There are still no statistics available with base in the lead generation thanks to Instagram ads, but if Facebook has increased its business sells, don’t doubt that Instagram will, too. Mazda got 5x more sells and a marketing strategy cost 85% lower thanks to Facebook ads.

What can you do to avoid this mistake?
To begin the lead generation through advertising on Instagram you must follow these steps:

Think of the audience you want to reach with your ad, Instagram offers a way to choose the target audience easily.
Don’t forget that it is a visual platform in which the ads show up in the main windows of the users. Make sure your ads are good quality images and they are visually attractive.

4. Not using paid advertising
If you do not use paid aids, you are letting go a great opportunity. With it, you can choose your target and just show it to people that may find it relevant. So if you are going to make for example a garage sale, you can have as target an audience that is located in your city.

We can use the image advertisement from Primark as an example of a mistake.

Since this ad (below) is not showing a good image since the moment, it mentions the geographic information in which the product can be bought.

Instead of this, you should filter your target audience with Instagram’s paid publicity, choosing exactly the countries where the product is sold, instead of having to write it in the footnote of your image.

IMG_1319

What can you do to avoid this mistake?
Use Instagram’s paid publicity to limit and focus your promotional activity towards your target audience. Focus only on the clients that you think will respond in a positive way towards your ad.

If you wish to grab your audience’s attention towards a specific product, consider using the new price tag options, these tags will allow you to link a publicity to a specific page, in which all the specific product-related information will be.

instagram_4 (1)

5. Don’t post frequently
Finding the perfect balance between having a regular presence and posting too often is difficult. Your goal in Instagram should be to engage with your clients and be in their minds without giving the feeling that you are doing spam. Avoid posting the same boring image every day, focus on making your content attractive.

Focus on finding the perfect quantity. Don’t forget that your image should be attractive and must include a Call-to-Action that is focused on selling.

What can you do to avoid this mistake?
Having a good performance on Instagram is based in finding the perfect balance, don’t be afraid of trying different strategies to find what best works for your business.

These are some things that may help you find the perfect balance:

Develop a content calendar for your Instagram and program the schedules in which you are going to post.
Let your employees participate in your social network strategy, a good way to dehumanize your brand is by lending the company’s account to an employee the whole day, once a week.
Have a big picture programmed for your content and categorize what images should be posted each day.
Apply tests A/B playing with the days, the schedules, you’re your content, for example, post an image of your product offering a discount in the middle of a week and post a similar one in the weekend, at the end of the day measure which one got a better response from the users, you can help yourself with tools like Postcron to leave all your Instagram content scheduled and posted automatically in your entrepreneur accounts.
6. Don’t compromise with the audience
Another common mistake that brands do is adopt the “bombard and run” attitude. Don’t think of your Instagram audience as passive clients, think of them as active participants that need to be engaged.

Make sure to commit to your followers by giving them likes, writing comments and following them. “Living” with them will help build in the users an interest towards your brand.

What can you do to avoid this mistake?

Take your time to check your posts regularly, respond to the comments that they leave you and follow your engaged clients. It does not have to be every single day; twice a week should be fine.
There are companies that upload photos of their clients, of their events, and of any change in their products. This type of gratefulness gives out a good impression towards the brand and focuses on building loyalty with your followers.
Now is the best time to leave your mark on Instagram
There will be no better moment to invest in your Instagram presence. The network by itself already has a huge number of users that would easily follow you if you do it correctly.

It may be a little intimidating to start to apply these advices, but once you start avoiding these mistakes, it will ease up more the implementation of your own strategies each time.

You have a potent tool in your hands that can help you build a group of followers loyal to your brand, don’t keep doubting, and profit from it!

____________

About the Author

Profile_Andi (1)Andrea Bates – Passion for marketing, travels and party. I am currently part of QuestionPro’s market team creating partnerships, webinars and campaigns, of course, after some few cups of coffee ;). When I am not working, you will see me learning about films.

We You Tubing Cause Lubing Vidz Is more Appealing

YouTube SEO: 10 foolproof tips for positioning your videos on YouTube and making them “the most viewed”

Surely you’re tired of reading and hearing, basically everywhere, that content is the king of the Internet, so that’s why we’re not going to talk about it right now.

But, did you know that there is also a queen of the Internet, which has its own charms that are impossible to resist?

We’re talking about online videos, which are already being called the present and future of digital marketing. Users are spending more and more time watching videos; they’re not only doing this but also:

78% of content consumed on social networks is audiovisual content, therefore it’s something your brand can’t afford to pass up.

The reason is simple: videos are entertaining, shareable and easily consumed. In addition to this they also increase conversion rates, foster engagement and are economical (being that you can make them for free).

In fact, 9 out of 10 Internet users watch videos of brands they like, 65% visit the brand’s website after watching a video and furthermore, its calculated that in 2018 online videos will make up 84% of all Internet traffic. That’s a lot!

So, if you still haven’t included videos in your content marketing strategy you should consider it; also, if you’re creating your own videos you need to be getting the most out of them. And this is where YouTube SEO comes into play.

Fact is, since we’re talking about videos we can’t forget about the greatest audiovisual platform: YouTube, the world’s third most visited site and responsible for the existence of more than 32 million videos currently on the platform.

Uploading videos to YouTube is all fine and dandy but, what if you could also optimize them so they’d appear in the first few search results and could gain more traffic, conversation and therefore more money?

This is exactly what we’re going to teach you about with these 10 foolproof YouTube SEO techniques that will help you get your videos to the top of YouTube and Google. Yes, a two for one!

Once you finish reading this article you’ll see that YouTube SEO is relatively simple. If Justin Bieber was able to make himself known through his videos without having a clue about positioning, then you can also do it, right?😉

YouTube SEO Justin Bieber GIF

Why should you include videos in your marketing strategy and use YouTube SEO?
YouTube is the second largest searched engine used in the world, just behind Google; and both are curiously owned by the same group ever since Google acquired the video platform in 2006 for 1.65 billion dollars.

Today, YouTube receives one billion monthly individual visitors who perform 3 million monthly searches and upload 100 hours of video every minute.

Not only that, but if YouTube were a country, it would be the third largest in the world just behind China and India, and in fact every 1 out of 2 people who connect to the Internet are on YouTube.

Just image everything you can accomplish if you design a good strategy for YouTube!

That being said, more and more small, medium and large sized companies know the potential of online videos and are betting more on video SEO to achieve better results since it’s an economical option within reach of any business no matter how small.

Soon you, too, are going to know how to use YouTube to optimize your videos in order to grab hold of the first few search results and reach many more people.

10 steps you should be following for YouTube SEO and getting you videos among ‘the most viewed’ on the platform

In order to appear in the first few spots on Google and YouTube, uploading a video to your channel and putting a catchy title isn’t enough, instead there are a series of YouTube SEO techniques necessary for you to know so you can get the most out of video marketing, whether it be to attract more traffic to your website, increase your visibility, become known, increase engagement, generate more leads, increase conversion rates or whatever other objective you have set.

Below, we’re going to share the 10 techniques you must apply to do well on YouTube:

Take care of your YouTube channel’s appearance
First impressions count, so tend to your YouTube channel’s design and make it attractive and pleasurable to look at.

Choose a user name that identifies with your brand and with what you want to transmit, the same goes for your profile picture and cover photo.

What’s ideal is for you to choose a responsive design, meaning, one that’s adapted to different types of devices, and also try to make a good channel description with keywords related to your niche or market sector.

Additionally, you can put an opening video in the upper part of your channel so it will be displayed to new visitors who have not yet subscribed to your channel (in fact, this is a highly recommended option that more and more brands are utilizing).

The video should be brief, introduce your channel to your audience, and engages or invites users to subscribe by inserting several notations.

Here you have multiple examples of well-designed profiles, RedBull being one of them as it’s the brand with more than 5.000.000 YouTube subscribers:

youtube seo youtube channels

Create play lists
Having all your videos classified and listed on various play lists is going to be very useful for organizing your information.

Not only this, but playlists also appear in search results which, if you use them to group different videos in addition to facilitating replays of all the videos on this list, you will also be helping your channel appear in YouTube results which can increase your visibility.

Ikea, for example, has various playlists on their channel, among them are “Fix this Kitchen” and “Get Design & Style Tips” so users know what to watch based on their interests.

youtube seo ikea playlists

Research your audience, and don’t lose sight of your competition!
One of the advantages of YouTube SEO is that it’s very simple, among other things, because the platform provides you with various reports and statistics on your visits; age, gender, and location for example.

All this will help you to know who has seen your videos and who your audience really is so you can get an idea on how to continue.

Analyzing your competition will also be very useful to you since not only will you be able to see what they’re doing, how they’re doing it and how things are going for them, but you can also see what keywords they’re using to position their videos.

On of Steve Jobs favorite quotes from Pablo Picasso was this:

“Good artists copy; great artists steal”

We already know that stealing is illegal, but staying close to your competition in order to get some good ideas will help you advance and know where to direct your efforts.

Define your video’s keywords
One of the most important steps for obtaining success in YouTube SEO is taking the necessary time in researching what your keywords are going to be, thus playing it safe when you optimize your video.

There are numerous ways to do this, for example, checking out what the most common searches are in your sector by using YouTube’s search, or you can even use Google Trends to compare various similar terms searched for and see their trends. There is also Google AdWords Keyword Planner for seeing how many monthly searches a specific words have.

Below you can see an example of how Google Trends works. In this case, we wanted to see what the trends for “video seo” were on the Internet; here are the results:

youtube seo google trands

Create interesting, unique and relevant content
As much as videos work well, they still need to be optimized so when your audience views them they do it because they want to find something of value.

This means that you have to create content that is interesting, useful and unique and that is oriented towards satisfying your audience’s needs. Remember, there is nothing more direct than content marketing so try to respond to your audience’s possible questions and concerns in your videos.

If you don’t know where to start, then use Postcron’s content gallery which will help you find the most interesting topics for your audience on social networks.

Furthermore, try to make your videos evergreen, meaning that the content never dies: and before wrapping up your video, add calls to action based on your goals: visiting your blog, commenting or sharing it on social networks. You choose!

And remember, Google classifies videos based on how people interact with them, so the more visits and interactions, the better the positioning.

Basically, Google focuses on the following aspects for determining a videos quality:

youtube SEO video content

Now you know what you should look for!

Select a “SEO friendly” title for your video
Your title is a key piece for YouTube SEO and one of the most forgotten, thus you must include a keyword -even more so at the beginning of the title-.

Furthermore, a video’s title is one of the reasons people chose to click on it or not, both directly from YouTube and if you share it on social networks or send it via email. Thus you need an appealing and flashy title that calls to action. And above all, try not to exceed 60 characters.

Keep in mind that words such as “advice”, “mistakes”, “how to” and other similar ones peak your audiences interest and make more clickable titles.

For example, if you have a cooking business and know that your audience likes to search for recipes -and that one of the most searched for recipes is homemade pizzas- then the ideal thing to do would be for you to optimize the words “homemade pizza” in your video also bearing in mind the words which work best like recipe or how to.

In fact, in this example you can see how out of the 58,500 results on YouTube for homemade pizza the best positioned are those which contain “how to make homemade pizza” or something along those lines:

youtube seo good titles

Write a good description of your video
Another essential factor to keep in mind with YouTube SEO is your description, being that it affects positioning more than you can imagine.

The reason is quite simple: since Google can’t hear the videos, it uses the text description to determine a video’s content.

Not just any description will work, you have to take various requirements into account, for example:

Make a detailed, explanatory and persuasive description of your video’s content with at least 250 words, because even though only the first few lines are visible to the user, what you want to do is get your videos positioned on YouTube. Descriptions are read by both Google and YouTube alike.
Add your blog or website’s URL in the first paragraph since this maximizes CTR, click through rate, for your site.
Include a keyword in the first 25 words.

Use said keyword about 3 or 4 times (don’t go over this amount because Google and YouTube will consider it Spam).
Add a call to action to tell users that you’d like them to share your video,
comment, subscribe, visit your blog or any other action you want them to perform.
FitnessBlender, for example, one of the free fitness channels that does really well on YouTube, they always include complete and attractive descriptions with links and calls to action as shown in the following example:

youtube seo fitnessblender description

Our advice is that you invest a little time on creating your description because you’ll be rewarded with positioning.

Don’t forget to use hashtags with YouTube SEO, you’ll need them!
Hashtags, which in addition to helping you correctly define and position your video, will also help make your video appear in the related videos section in the side bar while users are viewing other videos related to yours; this can lead to new visits for you.

Therefore, include all the hashtags you deem to be relevant, but avoid the ones that aren’t related to your video. How does a user search for you? Think about it, research and add hashtags so that your video is included in a specific search. However: be careful not to “over optimize” it.

Furthermore, it’s important for your hashtags to be updated every so often in order to get the most out of new search behaviors.

YouTube has long since disabled the possibility of publicly viewing hashtags of others’ videos in order to avoid malpractice, but in this example taken from canalyoutube you can see the hashtags used for one of their Pilates videos:

Upload a personalized thumbnail, you’ll be surprised!
The first thing a user sees before deciding to watch, or not, your video is the title on one hand and the thumbnail image on the other.

And passing up the opportunity to choose an appropriate thumbnail image is a mistake that can lead you to lose hundreds of clicks, thus choose the best image YouTube offers you or if you are a partner, personalize your thumbnail image and upload it so it’ll accompany your video’s title -ideally, the format should be 4:1 and with a minimum of 1200 x 720 pixels-.

youtube seo postcron thumbnails

Share your videos on different platforms
Give your videos wings and spread them on different platform
s: through email, on social networks such as Facebook or Twitter and even on your blog or website.

It’s also important for when you’re configuring your video that you allow it to be shared and embedded on any website, so don’t forget to mark your video as public.

youtube seo sharing and embedding

Furthermore, make sure you define the right category for your video, you can also include subtitles since Google and YouTube use this information thus you’ll achieve better positioning.

What did you think about these 10 tips for YouTube SEO and getting your videos to go even further in searches and what all this means for your business?

Now you know where to start so focus on your digital marketing strategy, design a strategy for YouTube and apply these tips because, without a doubt, if you invest a little time and effort in applying these tips, every time you upload a video you’ll really see the difference. This may be the beginning of something big and depends on you!

Was this content useful? Are you going to apply this advice to your YouTube channel? Leave me your comments! And above all, feel free to share this article with everyone it might be interesting to, we all have a lot to learn with YouTube SEO!

And if you liked this article, then don’t miss out on these other ones pertaining to the queen of videos that will help you get the max out of your YouTube channel:

YouTube marketing: how can video advertising help your business?
4 types of YouTube advertisements you should be using in your campaigns
Social Media image sizes and dimensions
for Facebook, Twitter, YouTube, Google+, Instagram and more

Vroom VRoom Ya Facebook Engagement Optimum

How to Increase Facebook Reach: A Quick Guide to Fan Reactions

As Facebook continues to change its algorithms to improve user experience, it gets harder for digital marketers to effectively increase Facebook reach. This quick guide to fan reactions will help you increase Facebook reach by describing the do’s and don’ts of motivating your fans to do more than just “like” your posts. First, here’s a bit of background so you understand how Facebook got to where we are now.

From Facebook likes to loves
Facebook first introduced new fan reactions in 2016: love, sad, haha, wow, and angry. At the time, Facebook’s product design director explained that people were asking for more ways to express themselves. After many prototypes and extensive testing, they rolled out the reactions we know today.

At the time, Facebook signaled that all reactions would initially be ranked the same, but that they planned to monitor the change and make adjustments.

“In the beginning, it won’t matter if someone likes, “wows” or “sads” a post—Facebook will initially use any Reaction similar to a Like to infer that you want to see more of that type of content. Over time Facebook developers and SEO handlers hope to learn how the different Reactions should be weighted differently by News Feed to do a better job of showing everyone the stories they most want to see.”
— Sammie Krug, Facebook Product Manager (2016)

At the start of 2018, Facebook made further changes to its algorithm, announcing that the traditional “like” would be assigned less value. Now, the system gives more weight to the new reactions. It also prioritizes posts from friends, family, and groups. That means it’s more important than ever to ensure that your Facebook content will generate the reactions you need, including comments and shares, to stay relevant to your fans.

Five Quick Tips on How to Increase Facebook Reach
Quick Tip #1: Do publish high-quality content
To effectively increase Facebook reach, quality matters most. Quality has always been the top consideration, but with the recent changes, you should ensure that everything you post adds value to your audience. Update your buyer personas, choose relevant topics to post about, and edit with a sharper pencil. Show personality in your posts and use them to tell a story. Be sure to include relevant images to make your posts look attractive.

Stuck on how to take your quality to the next level? You don’t have to reinvent the wheel! Use Facebook’s page Insights to find out which posts performed best and aim to replicate the approach you took in those. If your older posts are still relevant, you might even consider resharing them.

In addition to sharing your own high-quality content, you can also share great content from others. This also has an added bonus: they might reciprocate and share your content too! Partnering with other organizations is a great way for both of you to improve your Facebook engagement!

Quick Tip #2: Do harness the power of video
It’s no secret that video has taken off as the best way to increase Facebook reach in 2018. I’ve written before about why video sharing is essential for your digital strategy. Video is especially relevant to the new Facebook algorithm because research shows that people are more likely to react to a video than to images or text.

Facebook’s own best practices for video recommend that you use your first few seconds wisely, including beautiful imagery and captions, because Facebook videos autoplay with the sound muted. And since most Facebook users watch videos on their mobile device, your videos need to be optimized for mobile. Here is a short video with some additional quick tips on making videos that will attract your audience’s attention:

As this Forbes article describes, storytelling makes customers more likely to engage with content, so your videos should have a storyline that your customers identify with. This applies to video content as well as text articles.

Quick Tip #3: Don’t encourage inauthentic fan interactions
When Facebook introduced these changes, some marketers tried to increase Facebook reach by directly asking people to react to a post in a certain way. For example, “Click love if you agree and angry if you disagree with this statement.” This seemed clever at first, but it’s important to understand that Facebook is aiming to improve the user experience, and most users see this approach as too gimmicky. Don’t try to circumvent the system by encouraging inauthentic fan reactions.

Remember that Facebook rewards authentic engagement that grows organically from fans. Instead of gimmicks, focus on Quick Tips #1 and #2 above, and generate high-quality content that people want to share. As mentioned above, look back at your past posts that received a lot of shares. Study what made those attractive and aim to do more of that.

Quick Tip #4: Do add more content that people will “love”
In the year after Facebook introduced the new fan reactions, the “love” reaction accounted for more than half of the 300 billion reactions used globally. While we shouldn’t be overzealous in directing fans to react in a certain way, there’s nothing wrong with posting material that you hope your audience will more than “like.”

Which posts get the most love? Posts with images and video perform well. So do posts that include the most interesting information in the all-important first few lines of the post. Trying starting with a question or an interesting fact or statistic. This piece provides some great tips on how to write Facebook posts using best practices for 2018, as well as this handy cheat-sheet.

List of questions to include in Facebook posts to get more comments.

No matter what approaches you try, your goal is to get the reader’s attention quickly and keep it, all while being authentic.

Quick Tip #5: Do stay on top of trends
Just because something is working well today doesn’t mean it will always work. Succeeding in social media means always trying to stay on the cutting edge of what’s happening. In addition to monitoring your own performance, also look at high-performing posts on your competitors’ pages and see what works for them. This is all part of staying on top of changes in the social media landscape and trends in your industry.

Don’t worry, though, this doesn’t have to be time-consuming. Choose a handful of blogs to follow on a regular basis (may I recommend mine as a starting point?), and schedule time for yourself each week—30 minutes to an hour at most—to review them. Don’t think of this time as unproductive. It is a critical part of your business development work! High-quality blogs will link to other sources of relevant and valuable information that you can also read if time permits. This small investment of time will help keep you on top of your social game.

Is there anything else you want to know about how to increase your Facebook engagement? Let me know in the comments!

Face the Look with a Wider Fan base Book

As Facebook continues to change its algorithms to improve user experience, it gets harder for digital marketers to effectively increase Facebook reach. This quick guide to fan reactions will help you increase Facebook reach by describing the do’s and don’ts of motivating your fans to do more than just “like” your posts. First, here’s a bit of background so you understand how Facebook got to where we are now.

From Facebook likes to loves
Facebook first introduced new fan reactions in 2016: love, sad, haha, wow, and angry. At the time, Facebook’s product design director explained that people were asking for more ways to express themselves. After many prototypes and extensive testing, they rolled out the reactions we know today.

At the time, Facebook signaled that all reactions would initially be ranked the same, but that they planned to monitor the change and make adjustments.

“In the beginning, it won’t matter if someone likes, “wows” or “sads” a post—we will initially use any Reaction similar to a Like to infer that you want to see more of that type of content. Over time we hope to learn how the different Reactions should be weighted differently by News Feed to do a better job of showing everyone the stories they most want to see.”
— Sammie Krug, Facebook Product Manager (2016)

At the start of 2018, Facebook made further changes to its algorithm, announcing that the traditional “like” would be assigned less value. Now, the system gives more weight to the new reactions. It also prioritizes posts from friends, family, and groups. That means it’s more important than ever to ensure that your Facebook content will generate the reactions you need, including comments and shares, to stay relevant to your fans.

Five Quick Tips on How to Increase Facebook Reach
Quick Tip #1: Do publish high-quality content
To effectively increase Facebook reach, quality matters most. Quality has always been the top consideration, but with the recent changes, you should ensure that everything you post adds value to your audience. Update your buyer personas, choose relevant topics to post about, and edit with a sharper pencil. Show personality in your posts and use them to tell a story. Be sure to include relevant images to make your posts look attractive.

Stuck on how to take your quality to the next level? You don’t have to reinvent the wheel! Use Facebook’s page Insights to find out which posts performed best and aim to replicate the approach you took in those. If your older posts are still relevant, you might even consider resharing them.

In addition to sharing your own high-quality content, you can also share great content from others. This also has an added bonus: they might reciprocate and share your content too! Partnering with other organizations is a great way for both of you to improve your Facebook engagement!

Quick Tip #2: Do harness the power of video
It’s no secret that video has taken off as the best way to increase Facebook reach in 2018. We’ve written before about why video sharing is essential for your digital strategy. Video is especially relevant to the new Facebook algorithm because research shows that people are more likely to react to a video than to images or text.

Facebook’s own best practices for video recommend that you use your first few seconds wisely, including beautiful imagery and captions, because Facebook videos autoplay with the sound muted. And since most Facebook users watch videos on their mobile device, your videos need to be optimized for mobile. Here is a short video with some additional quick tips on making videos that will attract your audience’s attention:

As this Forbes article describes, storytelling makes customers more likely to engage with content, so your videos should have a storyline that your customers identify with. This applies to video content as well as text articles.

Quick Tip #3: Don’t encourage inauthentic fan interactions
When Facebook introduced these changes, some marketers tried to increase Facebook reach by directly asking people to react to a post in a certain way. For example, “Click love if you agree and angry if you disagree with this statement.” This seemed clever at first, but it’s important to understand that Facebook is aiming to improve the user experience, and most users see this approach as too gimmicky. Don’t try to circumvent the system by encouraging inauthentic fan reactions.

Remember that Facebook rewards authentic engagement that grows organically from fans. Instead of gimmicks, focus on Quick Tips #1 and #2 above, and generate high-quality content that people want to share. As mentioned above, look back at your past posts that received a lot of shares. Study what made those attractive and aim to do more of that.

Quick Tip #4: Do add more content that people will “love”
In the year after Facebook introduced the new fan reactions, the “love” reaction accounted for more than half of the 300 billion reactions used globally. While we shouldn’t be overzealous in directing fans to react in a certain way, there’s nothing wrong with posting material that you hope your audience will more than “like.”

Which posts get the most love? Posts with images and video perform well. So do posts that include the most interesting information in the all-important first few lines of the post. Trying starting with a question or an interesting fact or statistic. This piece provides some great tips on how to write Facebook posts using best practices for 2018, as well as this handy cheat-sheet.

List of questions to include in Facebook posts to get more comments.

No matter what approaches you try, your goal is to get the reader’s attention quickly and keep it, all while being authentic.

Quick Tip #5: Do stay on top of trends
Just because something is working well today doesn’t mean it will always work. Succeeding in social media means always trying to stay on the cutting edge of what’s happening. In addition to monitoring your own performance, also look at high-performing posts on your competitors’ pages and see what works for them. This is all part of staying on top of changes in the social media landscape and trends in your industry.

Don’t worry, though, this doesn’t have to be time-consuming. Choose a handful of blogs to follow on a regular basis (may we recommend ours as a starting point?), and schedule time for yourself each week—30 minutes to an hour at most—to review them. Don’t think of this time as unproductive. It is a critical part of your business development work! High-quality blogs will link to other sources of relevant and valuable information that you can also read if time permits. This small investment of time will help keep you on top of your social game.

Is there anything else you want to know about how to increase your Facebook engagement? Let me know in the comments!

Market With Instagram Stories 30 secs short

How to Schedule Engaging Instagram Stories
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For digital marketers, Instagram Stories has become one of the most important social media tools. With more than 800 million active users, Instagram is a huge platform. It launched Instagram Stories in 2016, and the new feature is fast becoming the preferred storytelling platform for influencers and advertisers.

As an extension of your Instagram content, Instagram Stories has the added advantage that you can share events as they happen without filling up your regular Instagram feed with photos or videos that only have short-term interest.

Creating and scheduling an Instagram story takes a few steps, but it’s worth spending a few minutes to learn. This quick tutorial will teach you everything you need to know.

What Are Instagram Stories?
As we described in this post, Instagram Stories allow you to share video or photo collections. In addition to the usual Instagram filters, you can also add drawings, stickers, and emojis to enhance your stories. But the key difference between Instagram stories and regular posts is that stories are temporary—they disappear after 24 hours (just like Snapchat, Instagram’s competitor). Let’s take a closer look.

When you open the Instagram app, look at the top of the screen. Right underneath the Instagram banner (below the camera icon), you will see the word “stories”. Below that, there is a row of circles (starting with yourself) that show which of your Instagram friends have published stories.

Instagram stories are accessible from the top of your IG feed

Just tap one and it will pop open, along with a bar at the top of the screen, which shows how long the story runs. To scroll through photos, just tap the screen until the slideshow is over. As soon as the story ends, the next one will automatically start. You can also swipe right and left to toggle between stories. Watch a few stories to get a feel for how people use them.

Why Use Instagram Stories?

As a digital marketer, you can think of Instagram Stories as bonus content for your followers. Instagram stories can be used to share content from an event like a store opening. Or, you can give your followers a behind-the-scenes look at what you do, or a sneak preview of a product launch. These situations are great candidates for stories because they are “in-the-moment” events that become less interesting if you’re not following along while they happen. That means you can share things in real-time or throughout the day without fussing about choosing only the best images. This is valuable because you can regularly engage with people who are online without clogging your followers’ feeds.

Also, Instagram stories appear at the very top of the screen, which means it’s one of the first things people see when they open the app. That makes it another great opportunity to put your brand in front of your followers.

And, you can use Postcron to schedule your Instagram Stories so that you don’t miss opportunities to share engaging content with your followers.

How to Use Postcron to Schedule Your Instagram Stories
First, make sure that you have the Postcron app installed on your mobile device and login with Facebook, Twitter, or Google +. You can download Postcron for iOS from the App Store or Postcron for Android from Google Play.

Next, make sure that you have added your Instagram account to Postcron. To do this, go to the Instagram icon at the top of the screen and click on “profile,” and add your account name. After you add your account, you will see it appear along with the other social media networks you have connected to Postcron.

How to add a social media account to Postcron

Now you’re ready to start creating your Instagram story!

As usual, you can upload photos and videos to schedule for posting with Postcron. Choose the photo or video that you want to start your Instagram story. Don’t overthink it, but take the opportunity to be creative!

What is your “story” about? If you are sharing a special event, include photos or video from throughout the event so your followers feel like they were there with you. If it’s a sneak preview of a product launch, make sure that your followers know that they’re seeing something special. Looking for some inspiration? .

Once you have selected the first photo or video, you can add text, hashtags, and geotags to go with it, but you can also do this step later—the flexibility is yours! Then, as usual, you select the date and time that you want to post it.

From Instagram post to Instagram story
When the posting time arrives, you will receive a notification that asks if you want to share it as a regular post or as a story. In this case, you want to share it as a story. Once you tap “your story,” the Instagram story editor will open. Here, you have another opportunity to add text, hashtags, geotags, drawings, stickers, or emojis. Want to point at someone specific? Draw an arrow! Want to replay a funny moment? Use the “boomerang” feature to create an entertaining GIF for your story. Here’s an example of what you can do:

Instagram stories let you add drawings to your photos for extra effect

Any text that you added when you uploaded the photo/video will still be available on your clipboard. All you need to do is tap “paste” to add it to your story. Then hit the post, and your story will be published for 24 hours!

You can add more photos and videos by repeating the steps. Each new photo or video will remain in your story for 24 hours.

Why Schedule Instagram Stories?
By scheduling your Instagram stories, you guarantee that you regularly put content in front of your followers. Once you are in the habit of scheduling content on a regular basis, your followers will look forward to seeing it. And if you consistently publish content that your followers engage with, your Instagram Stories will regularly appear at the top of their screen, which is exactly where you want to be.

With Instagram Stories, you also get to engage with your followers in a different way. Unlike regular Instagram posts, your followers can’t “like” an Instagram story. If they want to respond, they need to send you a direct message. Be sure to keep an eye out for these, and be ready to reply. To monitor your direct message, you can either swipe to the left from your timeline, or click on the button shown below.

screen shot of where to find button for Instagram direct messages

This kind of direct contact with your followers is the best kind of engagement there is and you don’t want to miss the opportunity, even if it’s just to thank them for following along.

How to Get the Most Out of Instagram Stories
Instagram also lets you know how many people have viewed your story. Monitor the numbers to track which stories your followers enjoy the most. Make note of what they were about, what kinds of photos and videos you featured, and what time of day you posted. All of this information will help you maximize the positive impact that Instagram stories can have on your business.

Have you tried scheduling your first Instagram story? How did it go? Tell us in the comments below! Also, let us know if there’s anything else you would like to know about using Instagram Stories!

Why Social Media Isn’t Working For You Now

I’ve found that these questions often take you down a couple of parallel paths.

The first is thinking big-picture with the goals you set, planning out a mission for why you’re on social media. The second is setting specific goals to support the mission and purpose that you’ve defined.

In this sense it becomes a macro-micro approach: The macro, big ideas tie directly to the micro, smaller implementations.

There’s a great image from Samuel Hulick at User Onboarding that shows how to frame the big-picture questions like brand purpose. Think about not only what your product or service is, but also the ultimate effect it has on your customer. Think benefits, not features.

mario people buy better versions of themselves

And when it comes to implementing these ideas into specific goals, there are many great frameworks to choose from. One way to approach the micro goal-setting is a method called SMART, which seeks to create goals that are

SpecificMeasurableAttainableRelevantTime-bound
Helpful resources: “People Don’t Buy Products, They Buy Better Versions of Themselves”

On Knowing Your Audience
4. Who is your target audience?

5. Which social channels do they use?

6. What topics and sources of information are most important to them?

7. What events matter to them and their lives?

8. What problems can you help them solve?

9. What jobs can you help them complete?

Step one with this section is to think deeply about your audience. Some companies and products can pull from their customer data or market research, building personas for their customers. Other social profiles—for personal brands, for instance—might go off of an intuition about the makeup of their audience.

There’re also several helpful market research tools that can help with audience insights. Typeform surveys and Followerwonk analyses are a couple of my favorites.

Once you’ve got a good grasp on your audience’s make-up, you can then find which social networks these segments hang out on, and you can think about how your product or service fits with your audience’s needs.

One way to consider the fit is with the Jobs-To-Be-Done concept. A JTBD is not a product, service, or a specific solution; it’s the higher purpose for which customers buy products, services, and solutions.

jobs to be done diagram

Main jobs to be done, which describe the task that customers want to achieve.Related jobs to be done, which customers want to accomplish in conjunction with the main jobs to be done.
For instance, can a milkshake be more than a milkshake?

Sometimes jobs to be done are not as straightforward as one might think. For instance, a fast-food provider found that its customers were buying flavored milkshakes when faced with a long, boring commute in traffic; they were not only looking for convenient, non-messy nourishment in the morning, but they also wanted to make their commute more interesting by entertaining themselves with a breakfast that took a while to consume.

Helpful resources: How to choose your social networks, Market research tools

On Defining Your Brand
10. What is your brand voice?

11. What is the tone of your social media updates?

12. What emotions do you hope to convey through your brand’s visuals and messaging?

One of my favorite underrated factors of a good social media strategy is voice and tone. The words you use and the emotions you convey have a huge impact on your audience and the way your brand is perceived.

Distilled put together a great guide on coming up with the voice and tone for your brand. Here’s one exercise that they recommend.

A few great examples are the tone guides for MailChimp and Mozilla. We’ve also created one for our Buffer voice and tone as well.

Helpful resources: How to find a voice and tone for social media sharing

On Planning Content
13. What types of content should I post on which social platforms?

14. What type of content best supports your content marketing mission?

15. What are the main topics, categories or messages that support your brand?

16. Should you use social media to provide customer service?

Social Media Explorer calls this section “Choosing your Hot Buttons.” I like that! Here you’ll find which types of content resonate best with your brand and your audience (discovered in the above sections).

These questions can help you determine what topics you cover on social media as well as what type of media you end up posting (text updates, links, quotes, photos, videos, etc.).

For the types of media, Jason DeMers at Search Engine Land shared a useful break down of ways to look at the emphases of different social networks, including images, video, etc.

Kitchen-sink networks: Twitter and FacebookImage-based networks: Pinterest, Instagram, TumblrVideo networks: YouTube, Vimeo, VineBusiness-focused networks: LinkedInSEO and authorship networks: Google+Location-based networks: Foursquare, YelpNiche networks: reddit
Helpful resources: How to plan content for the week/month ahead

On Content Creation
17. What realistic resources do we have?

18. Who should set up and maintain my company’s social media accounts?

19. What is the workflow from content creation to publication?

20. How often should I post new content on my social networks?

21. How does social media fit with our other campaigns?

When you’re considering the resources you have available, it’s good to think about not only the time, energy, and manpower that you’ll need to commit to sharing on social media but also to think about the expertise that you or others might have. It’s possible that there may be a learning curve to get going with social and that this could impact the time it takes to get started and the time it takes to continue.

For the specific content itself, one way that we’ve found useful to come up with answers here is looking at the accounts that inspire us.

For instance, Brain Pickings on Facebook is doing amazing things with its fan growth and post engagement. What I’ve learned from the page is that it’s great to repackage and repost articles multiple times and that engaging images have a huge effect!

brain pickings post

Helpful resources: The Ideal Frequency for Social Media Updates, A Day in the Life of a Social Media Manager

On Analyzing and Measuring
22. How will you measure ROI and define success with your social media strategy?

23. What is working with your social media marketing efforts?

24. What is the customer journey from search to purchase?

25. Where does social media fit within your funnel?

The measurement stage is a big one, and no less important than the others even though it often comes last. Having answers to these questions ahead of time will help you follow up with your strategy and see what works.

Measuring ROI is a much-debated topic. We’ve found a lot of value in benchmarking our social media stats so we can compare the performance of our posts. For ROI itself, there are many great ways to consider how engagement on social media relates directly to sales, and often, these conversations refer to where social media fits in in the funnel, your customer’s journey. Here’s a great funnel diagram from the Moz blog.

Helpful resources: The Complete Beginner’s Guide to Benchmarking, Which Stats Matter on Social Media

Which questions would you add?
These 25 questions are some of the ones that have helped me define social media strategies in the past.

I’d love to hear from you which questions have been helpful along your journey!

Feel free to leave any thoughts in the comments. I’d love to chat more there.

Image sources: The Noun Project, Blurgrounds, Unsplash, User Onboarding, Innovators Toolkit, Moz