Instagram Stalls, Time to get Worried?

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As Instagram rolls out it’s battle tank to increase revenue, usage statistics are tanking. Which is sort of ironic since the whole idea was to innovate and get more advertising money.

The dearth of technology is tied to innovation. Instagram has been slow to the finishing line since it was purchased by that behemoth, Facebook. People are sharing less on Facebook and for Instagram, people spend less time on it than in previous year.

Advertising on Instagram got a whole lot easier in 2016, namely, anyone with a Facebook account can buy adverts now on Instagram. It is basically the same way you buy Facebook advertising. No different except that you get to put your adverts up within a user’s newsfeed.

Not long ago, Instagram started to ditch its show me everything newsfeed to adopt a tuned algorithm. They will show you more of what you like….or suggest users that have similar post which you like and at the same time, take into account the number of likes and views of your particular post and tell the world where you stand. What do you make of it? Well, it is really to justify what you pay for. If your advert or post get shown to an audience, you get to see how many times it has been viewed. It cuts both ways.

Metrics are everything but results are a wee bit subjective.

Instagram is Spreading its Wings

If you happen to like posting stuff, Instagram now helps you to get discovered. Content consumers may not have an idea on who to follow so this clue might be helpful when users who have similar post you like are often suggested. Herein lies the problem.

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With 80% of its users now from outside the US, up from 75% last fall, Instagram’s growth has relied heavily on its popularity in overseas countries like Japan, Germany, France and Indonesia.

Marketing overseas got easier but not all of them speak English. So Instagram has introduced instant translations for post for users to read. 

This two prong approach sort of solves the problem but it doesn’t quite solve the engagement problem. People are using Instagram less as it is so yesterday, and this has gotten Instagram worried of course, and as a brand advertiser, you should be too.

If you don’t catch enough eyeballs, then where should you be?

Time to Get Worried?

Instagram has also hit 300 million daily active users. While 300 million is impressive, CNBC reported that Instagram usage has actually dropped 23.7% between this year and last . So even as Instagram is reaching a wider daily audience, its users are spending less time in-app. Less time means less revenue for Instagram and this is how it plays out.

The immediacy of an advertising campaign doesn’t mean you should be throwing more dollars at Instagram but to spread that reach wider on both traditional and online advertising and not rely on social media alone.

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That’s because the Daily Usage has tanked for Facebook and Instagram. People don’t post as much anymore or for that matter share or check their newsfeed to the point Instagram has to send you suggestions on who to follow and what to follow in terms of interest and pages.

Since the adverts are targeted, advertising can be directed at a particular profile but this will not stop ads from running meaninglessly when users scroll pass them. Do I recall what I just saw that was inserted into my news feed? Nope. Nor do I care since whatever advertising that was directed at me wasn’t of interest to me.

Videos got Longer on Instagram

Posting video is being extended to a whole 1 min. However Twitter has countered this allowing videos up to 140 seconds long with Vine. Wow. Would you be bored?

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The fight for video time is apparently getting longer for these two competing platforms but Twitter still lacks punch. Instagram is more social media while Twitter is more conversational. Even when Twitter can stand up on its own with the combination of Vine and Periscope, it can be a bandwidth hog if you’re not too careful with your mobile data.

This is what is keeping people from streaming on mobile. Data is expensive and viewers would rather watched the saved videos on Wifi.

Collective Engagement is the Key

The only reason why Starbucks would set up another shop a block down the road from the first one is location. If that is the case, then a collective engagement is what you are after should you have a social media strategy.

I find it pointless to pit Instagram with Twitter and Vine, or Google+ with Facebook. It is a collective engagement (the sum of its total) that you are interested in because duplicating content on all your social media platforms bores the hell out of people. Why should I follow your Instagram feed if you post the same stuff on Twitter? Or for that matter on Facebook or Google+.

Return on Investment Explained

ROI is very simple to explain in advertising terms. The aim is always thrice the amount of return on whatever you have spent in promotional activities.

The amount of time spent, and the effort put it has to justify the results. The rough advertising reach model is three times the cost in terms of ROI. So if you calculate all your social media time and effort to a daily rate, and if you multiply that in terms of dollar value by three times, this is the actual benefit you should be receiving from this collective engagement on social media for a weekly or monthly expense. If you are not getting that in ROI, then it is pointless to continue social media activities.

This justification is what doomed Facebook’s stubborn approach to organic reach and would happen the same way to Instagram if it is not careful. If an advertising or promotional effort is costing more than what it returns to brands and businesses, then the money would be better spent elsewhere.

 

 

 

Epic fails on Content Creation for Facebook Post

 

“Good content always has an objective; it’s created with intent. It therefore carries triggers to action.”

It is no secret that Facebook seems to be the place every brand wants to get into especially when it comes to eyeballs. Every time you send out a post from your page to followers it only gets a 1 percent organic reach. The one percent organic reach is for pictures and links. Video on the other hand gets you more, maybe to the tune of 4 percent in a day.

Facebook defines organic reach in terms of unpaid post that pops up on your newsfeed. This means that you may have a truckload of followers but they won’t see your post unless you paid Facebook to reach out to them.

During my 2 year observation on Facebook post, I run a page which I use to obtain metrics. I have managed to get a 10 percent reach in two days using a very sly method of commenting on other Page post using my Page persona. This is very hard work and for a 10 week old post, I am able to hit a 50 percent reach of my followers.

Recently I took the global car brand from BMW to task.

Obviously they haven’t a clue on what works and I told them to create content when posting instead of just putting up a picture.

Engagement counts to each Posting 

When you post a picture, like the above, telling followers hey, custom job for you mini, why not do this? Then the picture stands alone, without a link or a FB content, then you are in trouble.

Facebook measures each post with an engagement. So if people liked it and clicked on it, then it gets shown to more unpaid followers. This grows and grows but it tops off at 50 percent. When people leave comments on it, it also gets circulated around for longer period. And this is what creating meaningful content is all about.

Brands who are not serious about this should only post pictures only content to Twitter, Pinterest or Instagram. Pinterest is a bit iffy here as its quite nebulous. People collect pins which are pictures with content links but you don’t know if they get viral like herpes when you pass it around. Once you take into account that females like Pinterest more, then you could have more gender specific content created.

Brands like Mini should know this. If they give ideas to people with no wear to start, then it is useless. The picture stops there and without the content to keep it going, it dies. The top picture illustrates this.

Mini should ask itself what the picture is suppose to generate. Eyeballs, likes or Clicks?

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  • There is no URL to lead to a content page but the picture entices you.
  • The introduction creates a expectation that you can get a custom job.
  • It ends with a question, “how would you customise your MINI” without even telling people how it can be done.

This is why brands must have partners.

For the above Mini campaign, it makes sense for Mini to partner Avery Dennison for car related vinyl wraps or Dupont Standox for a full custom paint job.

Once the content is created, both Avery Dennison and Mini can share in the Facebook post, giving the content a longer life span instead of a one off, emotional Like on a page. Facebook isn’t Instagram and vice versa. If your goal is to get people to like the image, then it is in the wrong place. The FB Page algorithm has already killed it for you whereas for Instagram, there is still a chance of getting unpaid eyeballs if the person is already following your Instagram page.

The Difference in Gaining Followers versus Boosting Post

Thanks to the money grubbing ways of Zuckerberg, you have to differentiate between paying for new followers or just reaching out to existing followers.

Reaching out to existing followers of your FB page is through boosting your Post, while gaining new followers is like putting up Ads for your Page to attract new followers. Both are very different and you should never confuse the two.

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Boosting a page is crucial if you want to get content out to the open for all to see. But gaining followers is just the act of getting people to Like your page, and hopefully in the process, get them to subscribe to ALL your notifications. This is secretly hidden away within the Like button and by people who Like your Page doesn’t mean they will get all your notification on content. This is a secret that Facebook doesn’t want to share with you. If you knew how many were subscribed to your Content notifications, you won’t be paying FB to show it to your followers.

This is why it is important for Brands to reward followers with physical items. It could be a keychain, a unique sticker or even a goodie bag.

 

Good Content means a Long Shelf Life

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In difficult economic environments, the first thing big brand budgets get cut are those in advertising. It makes sense because like brand advertising, no one is going to notice when the economy faces difficulties. Selling to a exhausted market is like selling ice boxes to eskimos. This is where meaningful content comes in because of its long tail nature.

Useful content gets recycled and used for a very long time. And for Facebook post, this is perfect. It is a slow burn process. Since Facebook algorithms work in the way that you only pay for what you are getting, it makes perfect sense to engage people with such post if you don’t intend to pay for them.

What’s more I am all for featuring unique content.

People are not going to be grateful if the SAME content they see appears in their Twitter, Facebook and Instagram feeds. This is another bad habit that Brands do partake in.

For the follower, what good is it to follow your favourite brand page on Twitter, Facebook or Instagram when they see the same stuff all the time? Makes no sense. Followers could just subscribe to just one and leave the rest out. But here, you need them to follow you because….you have unique content for each social stream.

On Facebook alone, you need to have at least 35 content Likes or Comment Engagements before Facebook gives you another 1 percent organic (unpaid) reach. This is a tough proposition.

So when it comes to a bull market, advertise. In a bear market, you create content with a long shelf life. That way, you brand stays in shape for the long haul and when the bulls come around again, you have your long tail content to thank. People will remember the brand and that’s what counts.