MARKETING
The Ultimate Guide to An Effective Instagram Marketing Strategy
If you’ve read any of the statistics about the success of Instagram marketing, you’re likely looking for ways to get started. Instagram is an incredible marketing tool that can help you establish a brand identity, grow your customer base, and increase sales.
Before you jump in, it’s essential to create an effective Instagram marketing strategy, so you can experience the results everyone’s talking about.
Why Instagram Is Such an Important Platform for Your Business
With about two billion users, Instagram is a key social media platform for growing your brand and attracting new customers. If that’s not enough to get you to focus on the visual social media outlet, consider these statistics:
- According to their own data, 60% of people learn about products or services on Instagram. Users are open to being marketed to and have come to expect it. By marketing on Instagram, you’re putting your business in front of people who are curious about new products.
- Again according to Instagram, 90% of Instagrammers follow a business. Many users don’t mind seeing posts from businesses they’re interested in. They may even like it and follow brands they adore.
- 44% of people use Instagram to shop, according to the platform’s research. Features like shoppable posts and the ability to save payment information within the app is driving more people to shop on Instagram. You can take advantage of this by highlighting product features and offering discounts to new subscribers.
- Instagram’s advertising reach grew by almost 21% last year, compared to Facebook’s less than 7%. This amount varies by demographic, so it’s essential to understand your target audience before you map out your content strategy.
- The Instagram app is the second most downloaded app in the world, making Instagram marketing a good investment of your time and resources wherever you may be.
- Instagram beats Tiktok, Twitter, and Snapchat for number of users. If your goal is to reach the most people possible, Instagram is the way to go.
Benefits of an Instagram-Centered Marketing Strategy
A successful Instagram marketing strategy takes high investments of time and resources. So why should you center your marketing around Instagram and not another platform?
- Boosts Brand Awareness and Trust. Instagram gives you another place to interact with your target audience. If you take full advantage of it, you can establish your brand image and build trust in the eyes of your audience.
- Reaches the Right People. Instagram’s algorithm cross-references information about the content itself (captions, hashtags, and locations) with information about user engagement to show users more of what they’re interested in. If you utilize hashtags, location tags, reels, and stories correctly, Instagram’s algorithm will help get your business in front of the right people.
- Grows Product Sales. Instagram offers shoppable posts, product launch features, and the ability for users to save their payment information within the app. All of these features help to streamline the purchasing process and help you grow sales as a result.
- Fosters Customer Relationships. The ability to like, comment on, and share posts makes building customer relationships and a community around your product easy. These relationships help to build trust in your business and your products.
- Drives Higher Retention Rates. Instagram’s retention rate measures the percentage of viewers who watch your stories until the last segment. Retention rates are one of the most important metrics to consider when evaluating your reach. However, it takes lots of time and resources to foster good engagement with your content, so it’s important to be consistent and do frequent content audits to see what you can improve.
How to Create an Effective Instagram Marketing Strategy
Success in Instagram marketing means higher engagement rates, a bigger customer following, and increased sales. The following are best practices to help you see results.
Analyze Current and Past Data
Instagram Insights offers metrics that can help you evaluate the performance of your content. These include recent highlights, accounts reached, accounts engaged, and total followers. After reviewing this data, adjust your strategy as needed and release more content. It’s important to note that Instagram Insights is only available to business accounts, and you can only access it from the mobile app.
Identify Shortfalls
Take a look at underperforming content and compare it to your top-performing posts. Make adjustments as needed. Consider whether it’s to the structure of the content, the time of day released, or the type of hashtags used that you may need to alter.
If you’re starting from scratch, look at what your competitors are doing and think about what you’d like to do differently. How will your brand stand out?
Set Realistic Goals
While it can be tempting to set lofty goals for your business, it’s better to start with small, manageable goals and build out from there. These goals should include the number of posts a week, response time for inquiries, number of likes or shares, and more. When setting your goals, think: What do you want from Instagram, and how can you best accomplish it?
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Research Successful Competitors
As with any other marketing strategy, you must know what your competitors are doing. Look at what your competitors do well and determine how to do it better or position yourself differently. Highlight what makes your brand different from your competitors and effectively communicate that to your audience.
Plan Your Posts
You obviously don’t need to know everything you’re going to post just to get started. But it’s good to have an idea of some of the content types you plan to use. When determining your content, consider:
- Content Pillars. Content pillars help make up the foundation of your content strategy. The different types include behind-the-scenes content, user-generated content, product demos, culture-focused (showing the human side of your company), and customer stories. Your content pillars contribute to your brand image, so it’s important to consider what you want it to be when planning your content.
- Generate a Style Guide. A style guide helps ensure consistency in the look of your Instagram posts and gives users an idea of what to expect. It should include composition, color palette, fonts, filters, captions, and hashtags.
- Content Formats. Instagram offers reels, IG Live, stories, and visual-based posts as options for sharing content. Each of these has its own benefits, so consider your campaign’s goals and how you can mix the formats to accomplish them.
Utilize a Content Calendar
Consistent posting is vital to a successful Instagram marketing campaign. Content calendars can help you plan what type of content to share and when. Then you can create content for a month or more at a time and schedule it with a social scheduling tool like Buffer or Hootsuite.
Best Practices to Follow for Your Instagram Strategy
Remember some best practices to see the best results from your Instagram marketing strategy. These gold standard approaches include:
- Define Your Audience. The more you know about your audience, the better. Once you define your audience, be sure everything you post focuses on them.
- Solve Customer Problems or Address Needs. Users are more likely to interact with your content and follow you if they believe your profile solves their needs. Make sure to consider their needs and desires as you start producing content.
- Create a Clear Brand Image. This visual style contributes to brand awareness and associations. What do you want your customers to think of when they see your content? What are things you don’t want your brand associated with?
- Prioritize Engagement. Engaging with your audience and similar brands helps drive conversations about your products. It also helps to develop trust in your business.
- Post Actively. To get the most out of Instagram, you’ll probably want to post daily. Try out various times to determine when your audience is most responsive to your posts.
- Leverage the Professional Dashboard. This dashboard is Instagram’s central destination to track performance, utilize professional tools, and explore educational information. When used to its full potential, it can help you track your performance, grow your business, and stay informed.
- Optimize Your Profile. You can optimize your profile in various ways, including incorporating a keyword into your name or username, writing a clear and concise bio, and displaying a profile pic that best represents your brand.
Use Proven Keywords for Hashtags. Hashtags are searchable keywords that help users connect with content they’re interested in. Using them in captions on your reels, stories, and posts can help increase your visibility and grow your audience.
MARKETING
YouTube Ad Specs, Sizes, and Examples [2024 Update]
Introduction
With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.
Types of YouTube Ads
Video Ads
- Description: These play before, during, or after a YouTube video on computers or mobile devices.
- Types:
- In-stream ads: Can be skippable or non-skippable.
- Bumper ads: Non-skippable, short ads that play before, during, or after a video.
Display Ads
- Description: These appear in different spots on YouTube and usually use text or static images.
- Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).
Companion Banners
- Description: Appears to the right of the YouTube player on desktop.
- Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.
In-feed Ads
- Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.
Outstream Ads
- Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.
Masthead Ads
- Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.
YouTube Ad Specs by Type
Skippable In-stream Video Ads
- Placement: Before, during, or after a YouTube video.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Action: 15-20 seconds
Non-skippable In-stream Video Ads
- Description: Must be watched completely before the main video.
- Length: 15 seconds (or 20 seconds in certain markets).
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
Bumper Ads
- Length: Maximum 6 seconds.
- File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
- Resolution:
- Horizontal: 640 x 360px
- Vertical: 480 x 360px
In-feed Ads
- Description: Show alongside YouTube content, like search results or the Home feed.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Headline/Description:
- Headline: Up to 2 lines, 40 characters per line
- Description: Up to 2 lines, 35 characters per line
Display Ads
- Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
- Image Size: 300×60 pixels.
- File Type: GIF, JPG, PNG.
- File Size: Max 150KB.
- Max Animation Length: 30 seconds.
Outstream Ads
- Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
- Logo Specs:
- Square: 1:1 (200 x 200px).
- File Type: JPG, GIF, PNG.
- Max Size: 200KB.
Masthead Ads
- Description: High-visibility ads at the top of the YouTube homepage.
- Resolution: 1920 x 1080 or higher.
- File Type: JPG or PNG (without transparency).
Conclusion
YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!
MARKETING
Why We Are Always ‘Clicking to Buy’, According to Psychologists
Amazon pillows.
MARKETING
A deeper dive into data, personalization and Copilots
Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.
To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.
Dig deeper: Salesforce piles on the Einstein Copilots
Salesforce’s evolving architecture
It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?
“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”
Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”
That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.
“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.
Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”
Let’s learn more about Einstein Copilot
“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.
For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”
Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”
It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”
What’s new about Einstein Personalization
Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?
“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”
Finally, trust
One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.
“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”
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