10 Years of Instagram

“Doin’ it for the Gram”

“Slide into my DMs”

“Double tap to like!”

Who knew that Instagram would have such a cultural impact when it launched a decade ago?

Nowadays we take the channel for granted. It’s the second biggest social channel in the world. It’s part of the Facebook portfolio of apps, and it is used by everyone, from normal people to politicians to sports and music superstars.

This Guardian Today in Focus podcast is an interesting summary of the Instagram decade. 

I wonder which channel we will be talking about in 2030? 

Being Honest with Your Social Media Marketing

Earlier this week, during a discussion about social media content, I asked the person across the table to really think hard about “why would anyone follow your social media channels?”

Amidst the rush and excitement of setting up different social media channels this is, without a doubt, the hardest thing to answer and address.

However, only by addressing it or at least attempting to do so, can you begin to create a social media strategy that might succeed.

Why would someone follow you on Facebook? Instagram? Twitter? Snapchat?

Honesty is the Best Policy

Take a step back, look around, and you’ll see that the business and marketing worlds are rife with people saying one thing and doing another.

“We need to push the hard sell in this campaign.”

“We need to cram as much information in as possible.”

“Those images are fine.”

If you audit the social media actions, and attention, of both yourself and your family and friends you’ll quickly see that we’re all incredibly selfish with our time.

If it doesn’t interest us, or capture our attention or imagination in one way or another, we’ll scroll past without skipping a beat.

Yet even though this is true for 99% of the population you constantly see social media channels filled with rubbish, with sales posts, with generic content and with zero offering or value.

Behind each of those accounts is a business owner, marketer or consultant wondering, “Why is nobody following along?”

It’s because nobody cares and the sooner we’re all honest about it, the better. The sooner we’re honest about asking and answering the key question above, the better! 

How to Improve Your Organic Social Media

Being honest is the first step but what’s next?

In order to develop social media channels that people actually care about and want to follow you have to tap into their wants and needs.

What’s going to make them stop and listen?

People follow brands, businesses and influencers for lots of different reasons.

For some it could be for education, inspiration or information/updates. For others it could be for escapism, desire, humour, entertainment or debate.

There are countless reasons out there and defining your target audience needs won’t happen instantly but take a piece of paper (or phone, laptop etc.) and begin the brainstorming session.

After that, pair your audience needs with the types of content you can create for each channel and get cracking. Testing and heightened awareness will be your friend from this point onwards…

Other Channels

You might’ve noticed that this blog, and message, focuses specifically on “social media”. There’s a reason for that.

I know it’s easy for everyone to lump social and digital together but other digital marketing channels behave differently and consumers are more or less receptive to different strategies within each.

In 2018 you can guarantee that the majority of your new email subscribers expect a sales pitch at some point or another. If you can make it good, and worthwhile, then go for it!

In PPC advertising the hard sell is also universally expected. In the case of search ads you’re catching someone right at the crucial moment of need, so if you can help them, sell away!

Podcast advertising, remarketing, influencer outreach, sponsored posts… There are so many options out there waiting to be utilised for the hard sell.

Organic social media just isn’t one of them…if you want to grow a following and succeed…

--

If you’re unsure about what organic social media content is exactly, in 2018, then get in touch for a chat here.

A Quick Example of How Online Advertising Can Go Wrong...

One evening last week I was scrolling through my personal Instagram newsfeed, like any other night really, and something stuck out like a massive sore thumb.

As everyone knows online attention spans have plummeted over the last decade and grabbing anyone’s attention can be a seriously difficult job but Lovin Dublin caught my eye instantly. Unfortunately for them, it was for all the wrong reasons.

As I scrolled through my feed their Ulster Bank advertisement, and the comments that followed, stood out like a red herring and as you can see from the image below, the Lovin Dublin audience wasn’t happy. 

Know Your Audience

To give you some context Lovin Dublin, part of the larger Lovin Group, which also features in other cities, is a food, lifestyle and culture blog aimed at promoting all things Dublin primarily for locals to enjoy. The target audience is generally anyone from late teens through to early thirties and this is reflected in the channels they use: Facebook, Instagram, Snapchat etc.

Despite growing into one of Ireland’s larger media brands, and generally doing a great job under founder Niall Harbison, this time they got it wrong when they thought they were executing perfectly.

On the face of it young men and women, over a range of ages from teens to those in their thirties, seem like the perfect audience for a first home advertisement but the reality in a post-financial crisis world is very different. Especially in Ireland.

Due to ridiculous mismanagement, fraud and blatant criminal behaviour during the heady days of the Celtic Tiger today’s young Irish people are extremely weary, negative or downright disdainful of banks and other bailed out financial institutions. With all of that in mind the comments in the above picture really aren’t that surprising.

Think you know your audience or marketplace? Did a little deeper.

React in Real Time

When I stumbled across the Instagram advertisement in question it had already been a few hours since it was first posted and a few hundred comments had rolled in without reply from the brand.

They eventually deleted the post completely, which probably didn’t go down too well with Ulster Bank, but the damage was already done as far as those annoyed were concerned.

An alternative approach, requiring closer monitoring, could have been to reply to angry comments and show that Ulster Bank had learned lessons from the crash, that there were stricter regulations now in place and that the bank were their to help and educate rather than steal, plunder and ruin.

Learn and Move On

This isn’t necessarily a dig at the Lovin brand or Ulster Bank, because plenty of other banks globally were far more culpable, but more a focus, and a warning for myself and anyone reading this, that things can go wrong even when you think you’ve got it just right.

A quick glance at the Lovin Dublin Instagram account will reveal that things have moved on and the majority of their followers have also either moved on or never even seen the ad in the first place. However, those that did might not come back and too many mistakes can start the hollowing out process that eventually leads brands to crumble…

As always the best thing to do is to learn and move on.

That being said, I’ll be keeping an eye out for their next ad or sponsored post…

What is a #Hashtag?

The hashtag (this symbol ---> #) celebrates its 10th Internet anniversary this year but if you’re still struggling to get to grips with it never fear, read on…

What is a Hashtag?

The hashtag is simply a short text-based link preceded by the pound symbol (#) and it was first used in 2007 initially by Twitter developers to group together topics, content or conversations.

Since its initial inception the hashtag has taken on a life of its own and can now be seen on most major social media channels including Twitter, Instagram and Pinterest. You’ll also occasionally see hashtags on Facebook posts but they are less commonly used on the world’s biggest social platform. 

Why use Hashtags?

Put simply the correct use of hashtags can increase exposure and put your content in-front of people that would never otherwise come in contact with your brand, business or profile.

Not bad for a little symbol and a piece of text.

As a general rule of thumb social media channels, such as Twitter or Instagram, require users to follow your profile in order to see your tweets, text, image or video posts.

Hashtags allow you and users to bypass this.

When you post a piece of content using the hashtag #NorthernIreland people searching for anything #NorthernIreland related will get the chance to see your post even if they don’t follow your profile!

This is especially great when you’re just starting out, with zero or very few followers, or trying to build a following, as it puts your message and content in front of interested groups of people.

How to Use Hashtags?

For this section we’ll stick to Instagram and Twitter as they’re currently the biggest social media platforms when it comes to hashtag use.

To use hashtags you simply post your tweet (if you’re on Twitter) or image/video (if you’re on Instagram) and type to add hashtags within the text or caption sections of the post. Nothing more complicated than that!

It’s important to note that hashtags:

• Can’t include spaces (So you type #ManchesterUnited rather than #Manchester United)
• Can’t include punctuation
• Can’t include the @ symbol
• Can include numbers
• Can include upper and lower case letters (They don’t make a difference)

Those are literally the only limitations. After that your hashtag can be whatever you want it to be! So you can use #candles if you craft and sell candles or #Elvis if you want to discuss the King.

The possibilities are endless but the skill, when it comes to business use, is finding the right hashtags to increase your exposure and awareness…

Where to Use Hashtags? 

As previously stated you can use hashtags on Facebook, as the social media platform first introduced them in 2013, but in reality hashtags are biggest on Twitter, Instagram and Pinterest at the time of writing.

When considering which hashtags to use on Twitter you might want to look at the “Trends” section of the app which highlights popular, or widely used, hashtags specific to location.

When using hashtags on Instagram it’s well worth being aware that you can include up to 30 hashtags per post. This can give you the scope to tag everything including your product or service, industry, location and anything else related.

Which Hashtags Should I Use?

As said before hashtags can be anything and everything meaning each brand, business and industry could have completely different hashtags to the next.

To begin with it’s always best to keep things simple and simply hashtag whatever your content is about. So if you’re tweeting about surfing in Northern Ireland you might use #Surfing and #NorthCoast and so on.

When you want to discover more and begin researching which hashtags to use, take a look at competitors within your market to get some basic ideas. After that you might want to push the boat out further and experiment with popular hashtags that don’t necessarily directly match up with your business but could represent a great opportunity.

Should I Create My Own Hashtag?

People create their own hashtags all the time. It’s a daily occurrence worldwide and a quick look at Twitter or Instagram will reveal as much.  

Having said that, for businesses lacking the ever-present exposure of the world’s biggest brands (Apple, Coca Cola etc.) it may be better to focus on popular or regularly browsed hashtags rather than inventing new ones.

As ever it’s about experimenting with what works and what doesn’t. You could stumble across a hashtag your followers/customers love.

--

This is just a brief overview and the best way to learn is to start doing! So get out there and hashtag until you’re an expert! 

How to Create an Instagram Account

If you think Instagram could be perfect for your business but you’re not sure where to start follow the steps below and you’ll be ready to go in no time!

One: Download the app on a smartphone via your relevant app store.

Two: Click the “Sign Up” option to get started and then begin creating your new profile including username, password and profile photo.

Three: Include as much information as possible within the small Instagram biography. Ensure that it reads well and tells browsers exactly what your business is all about.

Four: Include a link to your website or business landing page. Instagram allows only one link per profile so make sure the link you include is the best available to your business.

Five: Search for and follow relevant Instagram accounts.

Six: Get posting, searching and engaging with our accounts. Social media is “social” by nature so you need to get connecting and networking with everyone else out there!

Ps. Remember to use hashtags!

How to Link Instagram and Facebook Accounts

At its best social media marketing can be fun, informative, engaging and/or thought provoking but at its worst it can be robotic, bland and even offensive.

With all of that in mind think carefully before deciding to link your Instagram and Facebook accounts.

The upside, of course, is that a certain level of automation can save you time and effort as a business owner or marketer but the downside is your Facebook content (or a percentage of it) will no longer be native to the platform.

In the short-term you could be saving time but long-term you might be turning people off and adversely impacting your social media marketing performance.

Now then, who wants to link Instagram and Facebook accounts?

--

First, you must be an admin on the Facebook business page you’d like to connect. If that’s sorted, open your Instagram app, click on the profile section and then click on the Settings cog in the top right-hand corner. 

Within the Settings section scroll down and click on Linked Accounts.

Within the Share Settings section click on Facebook, follow the on-page instructions and you’re good to go. 

Just keep in mind that Instagram and Facebook will initially try to link your personal Facebook page. To change this click on Facebook and choose the relevant page you manage. 

New Year Marketing Ideas for Northern Ireland Businesses

Well then!

Are you bright-eyed and bushy-tailed or are you feeling the after-effects of too much partying during the holidays?

Either way it’s time to get back at it and although January is generally when everyone tries to hibernate it represents a great month to try out some creative new marketing ideas.

If you’re going to stand out and grab people’s attention during the most dreaded month of the year you’re going to have to get creative!

Fitness Buffs!

It’s only a cliché because it’s 100% true but every January you can guarantee gym attendance will double (at the very least!), diet information will be everywhere on social media and well-intentioned New Year resolutions will be heartily made.

With all that in mind, why not give your marketing a health and fitness twist for the first month of the year?

You could do a spoof Facebook Live broadcast that pokes fun at online workout videos (in a nice way J) while promoting your latest offers or services.

Just avoid the spandex…

Tryanuary

Besides health and fitness, January, and the beginning of the New Year, is usually viewed by everyone as a fresh start and a chance to try new things or get a better grip on the more serious things in life.

This “Tryanuary” approach has great marketing potential!

Tap into this by offering something different that either solves a problem or entices your potential new customer.

For example, if your business sells Insurance, why not promote a blog that details exactly why your insurance product will help a new customer become more fiscally responsible in 2017!

This mindset is also perfect for businesses selling classes or experiences so start getting your “try something different” message out there ASAP!

New Year Resolutions

New Year resolutions are everywhere at the minute and although most of them will fall by the wayside come February they represent a great opportunity to engage with your online community.

If you want to increase brand awareness and turn customers into followers why not embark on some resolutions together to create that bond?

Restaurants and cafes could try to create and taste a new dish every month with fans/customers following along at home via Snapchat and Instagram stories.

Car salesman could set a challenge of walking so many steps each day on the forecourt and ask followers to keep up or join in via Twitter or Facebook.

How can you tie things in to your business?

--

These ideas might seem like a bit of fun, but during the dullest month of the year when everyone is energy-sapped by endless sales and the end of Christmas, they’ll stand out a mile!

Remember, attention is MORE than half the battle! 

How to Add Multiple Instagram Accounts

Nowadays even the smallest business owner has multiple online channels to worry about.

Any one person or business can have an official website, Facebook page, Twitter account, YouTube channel, mailing list and more, so it can get confusing from time to time!

Luckily, in the case of Instagram, if you have more than one account or need more than one, the Facebook owned social media giants have included a handy little feature.

This feature lets you add and easily switch between multiple Instagram accounts with ease.

To get started open your current Instagram account and go to the profile section. You should see a screen similar to below. 

If you only have one Instagram account click on the small Options symbol on the top right-hand side to bring up the relevant screen. Scroll down to the bottom and you should see the following where you can easily add a new account.

Alternatively, if you already have more than one account, click on the arrow (circled) beside your profile name and you should see a dropdown menu like below. Here you will be able to switch between previously added accounts or click on “+Add Account” to add a new one. 

When you’ve done that you’ll be greeted with the following screen. Enter the details if you’ve already created the account before. If not, click “Don’t Have An Account? Sign Up” and get cracking! 

Have fun!

Social Media for Northern Ireland Businesses

Social media, in all its various shapes and sizes, has been around for at least a decade now but some Northern Ireland businesses still struggle to grasp the potential of these channels.

If this feels like you, don’t worry! It’s never too late to start and the reality is that the Internet, and subsequently social media, is still in its infancy so you haven’t missed the party.

Here we’ll briefly explain some of the positives of using social media and what it could mean for your business.

Exposure on a Budget

Everyone tries to pit digital media against traditional (local newspapers, leaflets etc.) but the reality is there is a time and a place for everything.

The one massive advantage social media has is scale. With channels like Facebook, Twitter, Instagram and Snapchat you can easily and quickly spread your message throughout Northern Ireland, the rest of the UK and Ireland and further afield if you want!

With £5, £10, £20 and so on you can access thousands of people AND you can target key demographics so you get to stretch that small business budget even further.

What’s not to like?

Opportunity

Nowadays your business is no longer confined to the high street or neighborhood you operate in.

If you use channels like Twitter and Instagram you can reach literally anyone with the right type of searching and intelligent use of hashtags.

Just imagine you sold men’s football boots and wanted to get your name out there but didn’t have much of a budget. Check out the image below! Twitter is free to download and use, and all the search cost was time, effort and thought!

View fullsize

Connection

Years ago many small businesses said they would have jumped at the chance to have the opportunity to connect with so many potential customers, to listen to their opinions and to constantly test things.

With social media we have all these options just waiting to be used yet so many businesses out there either ignore the opportunities, ignore their customers or both!

Each comment on social media from a customer, or potential customer, should be seen as an opportunity to reinforce a connection. Even an initially bad comment can turn into a PR coup with the right response.

On top of that channels like Snapchat and Instagram, with their “story” features, allows businesses the opportunity to give customers a real insight behind the scenes. Check out Irish fresh fruit and veg providers Nudie Foods (nudiefoods) for a great example of how to do it right.

--

Are you using social media for your business? If not, why not?