First off, we’re talking about Facebook’s suspected experiments with hiding like counts on posts, something that is now confirmed as officially happening – at least as a widespread test. Now, creators and friends will still be able to see like counts on their posts, but other viewers won’t, which has a particular impact on business and Group posts. Facebook is trying this (specially, starting in Australia) to see if they can discourage groupthink and encourage people to find more original content that they like without caring what other people think.
Our second news piece ties directly into our main segment interviews with Instasize, which has come out with a new blog post about how to revive your Instagram strategy. If you’re like many businesses, you may have heard about Instagram and made an account, but you haven’t really done much with it and aren’t sure where to use Instagram in your marketing strategy. That’s fine, but there are plenty of ways you can start incorporating Instagram and making important improvements that show results!
Which takes us to the top questions we have for the Instasize team. Instasize offers important app-based tools for brands that are active on Instagram, making it easier for them to create unique content fast. That includes filters, backgrounds, formatting, resizing, and collage tools, as well as some social collaboration to find great photo spots nearby for showcasing your brand. There’s even a premium option that adds even more tools to the list and includes more advanced editing functions (it works for YouTube, too)! They also provide a second app that makes it easy to collect photos to use for Stories.
Instasize helps Instagrammers use these tools to improve their visual storytelling – Naturally, with their expertise, we wanted to ask them a few important questions about using Instagram these days. Here are a few of their best responses!
B2B Companies May Be Interested in Instagram, But They Often Aren’t Sure If It’s a Good Fit For Their Business Model? How Can B2Bs use Instagram Effectively?
This is a great and common question that deserves a good answer. It’s true that Instagram is often seen as a consumer-facing social app – but like the other giants of social media, it has grown to eclipse that simple label and has become a common app used widely in society. When a social platform hits this key point, that means that plenty of people in the B2B world are also using it to engage with brands, so it becomes an effective channel to reach them, even when they aren’t actively looking to make purchases.
If you’re worried that Instagram is popular with a younger crowd than the decision makers that you deal with, you should know things are quickly changing: Around 73% of people involved in researching and purchasing at companies are 20 to 35 years old, the ideal range for Instagram users – and they’re only going to become more prevalent.
That doesn’t mean you should imitate exactly what Instagram models and consumer-facing companies do, or stick to only showing pictures of your product. Instead, consider the professional values that your brand stands for, and project that image in your Instagram posts. Show support and praise for the things that are important to your business, while demonstrating your expertise in those areas. Instasize’s full article has some great tips in it!
What About Stories? Is This a Similar Case?
Most Insta Stories seem to be focused on fun or behind-the-scenes options – which presents another challenge for B2B companies that are wading into this world. Stories are a great place to dig deeper into the culture of a brand, a more passive way to invite curious leads to explore the company and see if it’s really a place they want to do business with. Think of Stories like a physical invitation to come along and explore a project, a latest study, a day in the office, and so on.
This is also a great spot for calls to action in Instagram: For most businesses, that means putting links in your captions for people to follow and learn more about something (you can do this in normal posts as well). Using a link shortener can also help in these situations, along with providing additional tracking so you can understand how people are interacting with these Stories calls to action.
Where is Instagram Heading in the Future?
Video, as always, has an increasingly strong presence – but as more people use video, brands are also trying to create more unique video content to try and stand out. That’s leading to a lot of hybrid Instagram content, like mixing static images, audio, GIFs, graphics videos, and other forms all together to create interesting presentations. But if you don’t want to get daring, try to stick with your phone: People are starting to respect the natural, real-world feel of content created from a phone instead of “perfected” studio shots.
On a final note, we know we talk about Instagram a lot, but we’d also like to hear from you! Do you use Instagram? What tricks do you use to make your content stand out?
If you’ve never thought about where Instagram should be in your marketing strategy, we have good news! We’re offering a totally free webinar on the 9 steps our most successful clients are doing to find success through digital marketing – including being active on social media and creating a “digital dialogue” with people. You can learn more about it and sign up with this 21 Handshake link.
As always, if you enjoyed this podcast, take a moment to review us and share with someone or let us know what you liked! Thanks, and until next time!