Category: Social Media


9 Ways to Beat Instagram’s Algorithm For Better Reach and More Likes

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Social media platforms change with alarming frequency these days.

For years, Instagram was a haven of chronological posts that almost guaranteed engagement as long as you timed your post correctly and shared something interesting.

But that reality is no more.

Recent changes offer users more control over their feeds, which means it may be getting more difficult to engage with your audience.

Instagram’s users may be able to see fresher posts, but there’s no guarantee that they’ll ever see your content.

That means you’ll need to change your approach if you want to stay at the top of the Instagram pile.

And to do that, you have to know what actually works for other brands who have cracked the code.

This post will give you nine ways to do just that.

But first, you have to understand Instagram’s current landscape and how it affects your brand.

Breaking down the Instagram landscape

In 2016, Instagram announced their efforts to favor the moments you “care about the most” in your feed.

Since then, marketers have been looking for ways to optimize their content and stay ahead of the Instagram algorithm to keep engagement levels high.

As you’re no longer guaranteed to show up in a chronological feed, you have to find a creative way to stay in front of your online audience.

And as the press release indicates, Instagram’s current algorithm filters content based on your user’s previous behavior.

So in theory, the more your audience interacts with your brand, the more they’ll see your posts.

That isn’t exactly great news for most marketers though.

The overwhelming tendency is to treat engagement as the number one metric on Instagram, and all of these changes have caused engagement to go down.

So success on Instagram requires brands to find new ways to continue building engagement and follower count.

But to start engaging with Instagram users in the first place, you have to know who they are and what they’re like.

First and foremost, Instagram users are predominately young.

Your audience is primarily millennials for now, and they have different shopping patterns than previous generations.

And perhaps even worse, the average user misses over 70% of their feed.

That means even your best content isn’t guaranteed to be in front of your audience no matter what you do.

So if it’s so hard to get views and engagement, why focus on Instagram at all?

To understand that, you have to understand the raw marketing power of visual engagement.

According to research, visuals are a more retainable form of sharing information and news.

We retain vastly more information from things we see, which means visuals are important.

That makes Instagram, which is a primarily visual channel, an essential part of many brands’ digital presence.

Brands that create visually-appealing or artisan items often rely on Instagram to engage with their audience when blogging.

They use Instagram as an essential piece of their social media sales funnel, so success on this platform is life or death.

And studies have shown that people buy items they see on social media all the time.

More than 42% of social media users have made a purchase simply because they saw it in their feed.

So finding a way to break the algorithm in your favor and increase your engagement can help your brand push sales through Instagram.

And to do that, you have to create content that resonates with your audience and fosters interaction between your followers and your brand.

Thankfully, there are plenty of proven methods that will let you accomplish that on a regular basis.

The nine solutions in this post are data-backed and brand-approved methods for boosting engagement.

And the first one you can start using right now.

Solution #1: Use Instagram Stories

Instagram Stories is the Snapchat-esque element of Instagram that allows users to create and share content that disappears after 24 hours.

Launched in late 2016, it’s quickly become a favorite of brands and users alike to share their days with their followers.

By October 2017, more than 300 million users were creating Stories on a daily basis.

Plus, more and more marketers are using Stories to help drive engagement with their brand.

But are Stories actually an effective way for brands to engage with their audience?

According to this case study, the answer is yes.

The designer brand Revolve has used Instagram Stories to create and share powerful campaigns on their profile.

In the case study linked above, they launched their #Revolveme campaign.

The point of this effort was to find and share user-generated content that centered around their brand.

Customers could purchase clothes and then upload their own photos with the hashtag #revolveme in hopes of being featured in the brand’s Stories.

While you might think that most of the Stories they share look like professional models, the reality is that they’re all user submitted.

That means they’re not only sharing their audience’s content, but they’re also getting free, high-quality content at the same time.

And the results speak for themselves.

According to the study, the brand started having an average of more than 66,000 impressions on each Story.

With an exit rate of only 6.27%, it’s clear that their efforts were successful.

And since the brand is still sharing the #revolveme Stories, it’s highly unlikely that they’ll drop the campaign anytime soon.

So if you’re struggling to boost your engagement, start sharing your own Stories.

Solution #2: Hire a professional

Not everyone is destined to be a photographer, and that’s okay.

But Instagram is a visual platform.

Therefore, visuals are the heart of your work.

So if you’re not the best photographer, you may actually be hurting your brand’s performance in the long run.

And to make matters worse, you may not even have a camera that shoots a good picture according to today’s standards.

Just look at the quality difference in these two images from an iPhone 6s and an iPhone 8.

This iPhone 6s image might look good at first glance.

But when you post it next to its successor from the iPhone 8, the differences really stand out.

The newer phone offers brighter colors and much better focus.

But if you’re stuck with an older model phone, chances are your audience will notice in your image quality.

So you have a few options when it comes to hiring a professional photographer.

You can certainly find someone local or even see if someone already in your organization has a talent for photography.

Or, you can turn to the online gig economy using a site like Upwork.

These freelance Instagram marketers can help guide the imagery that your brand uses to help you engage with your followers.

And since they all offer something a little different, you can probably find someone who matches both your needs and your budget.

But does a professional photographer actually make a difference?

According to Vulpine Interactive, it certainly seems so.

Vulpine Interactive was working on the digital presence of one of their clients called Sixthreezero Bicycle Company.

When they first started working with them, they noticed that the photography on their Instagram wasn’t quite on-brand.

One of the first recommendations they made was to change the photography and optimize their Instagram, which involved hiring a professional.

By combining their new Instagram approach with some other website initiatives, Sixthreezero saw a 300% growth in website traffic over seven months.

So if it helped this brand to hire a photographer, it’s worth looking into for your own business.

Solution #3: Stay true to trends

If you’re in an industry that changes a lot, you know how hard it is to stay current with just those trends.

So when you start exploring new trends in an unknown arena, it can get overwhelming very quickly.

And every year sees plenty of visual trends change and evolve as they go.

Just check out some of these images that are considered a part of this year’s trends.

This image is meant to be a powerful visual that attempts to make a statement.

It’s dramatic, tells a story, and makes the viewer wonder what’s actually happening here.

But just look at that picture in comparison to this one:

They couldn’t be more different.

The second photo is deadpan and almost static compared to the first, yet both are considered trendy.

While it may not suit your personal style, learning and adhering to these visual trends can help you engage with your Instagram audience and stand out from the crowd.

What’s more, you can also look at established trends on Instagram that other brands have seen success with.

60% of the top brands use the same filter and lighting for all their Instagram photos. It’s about creating a photo strategy.

Just look at Gucci.

Or, Oreo.

There’s consistency and strategy behind both.

Two of Condé’s publications, Vanity Fair and GQ, were able to drive traffic and see a return on investment after partnering with Dash Hudson by harnessing visual storytelling.

Condé Nast’s Director of Digital and Social Strategy, Rochelle Stewart, says, “Instagram is a natural fit for us as it allows our brands to tap into what they do best — visual storytelling, beautiful photography, imagery that is both inspirational and aspirational.”

EXCLUSIVE: Virgil Abloh and Nike unveil "The Ten" sneaker collection. See the complete collection at the link in bio 🔥🔥 (📸@alexreside)

A post shared by GQ (@gq) on Aug 21, 2017 at 5:52am PDT


A little b-day boogie. Happy 27th birthday to Jennifer Lawrence! Photograph by @therealpeterlindbergh.

A post shared by Vanity Fair (@vanityfair) on Aug 15, 2017 at 1:16pm PDT


It’s clear that creating a visual strategy for Instagram is crucial.

Posting with a consistent filter, images with faces, and tagging your location can help you engage more and stay in your audience’s feed.

You can even base your Instagram filter on your location if you want to get specific.

The point here is that other brands have noticed trends through trial and error that you can take advantage of.

If you focus on following these established trends with your own Instagram, you’re more likely to see the results you want.

Solution #4: Fire up live video

Live streaming is quickly becoming one of the most important things your brand can do.

According to a recent study, video streaming currently accounts for more than two-thirds of Internet traffic.

That means it’s not only being created in vast quantities, but it’s also being consumed as well.

And since 2016, Instagram has allowed brands to launch their own Live videos natively on their app.

The results have been more than most could ever imagine, including the people behind the Old House Vintage Market profile.

In just one event, they gained 1,151 followers.

That’s almost 80% of their current following, and they got it in less than one day.

They even went back and re-recorded the video on a phone to make sure they could keep it.

If a small brand like this can use Live video so effectively, imagine what it could do for a brand that already has thousands of followers.

By engaging with a larger audience on Instagram, you encourage interaction and push yourself to the top of the news feed.

It doesn’t even have to be planned either.

Just fire it up and share what you’re doing right now or look for ideas that you can share.

As long as you can engage with your followers, you can grow your brand and crack the Instagram algorithm.

Solution #5: Post at the right time

If you’ve been around social media for a while, you’ve likely seen study after study that seeks to find the perfect time to post.

Instagram has plenty of those studies, and they’re definitely worth your time and attention.

According to this post from Sprout Social, Instagram sees the most traffic during the midday periods in the middle of the week.

That may mean that plenty of people are sitting at their desks browsing Instagram, but it also means you should be looking to highlight your posts at those times too.

But don’t take the above image as the final word on when you should actually post.

The above graph looks at engagement, not necessarily posting times.

To find that out, you have to take a look at what CoSchedule has cooked up.

This points you in the direction of posting early in the morning and just before rush hour traffic hits.

If you post in times where there’s too much congestion (or not enough), you could potentially miss out on engagement due to heavier filtering.

Posting for off-work hours seems to be the solution favored by brands that use Instagram, which means you may be sharing your content at the wrong time.

Instead, follow the advice above and try to find the times that give your brand the greatest amounts of engagement.

Solution #6: Reach more people with hashtags

If you’re like me, you’ve probably scratched your head a bit when it comes to hashtags.

While it seems like everyone is using them, they’re not always beneficial when it comes to social media.

But Instagram is an altogether different matter.


The uniqueness of Instagram’s visual platform makes it the perfect platform to utilize hashtags.

When a user clicks on a hashtag from a post they’re viewing, they’re taken to a page that shows more custom hashtags.

For example, check out this recent post from actor Chris Pratt:

In it, he uses #farmlife.

When you click the hashtag, you’re taken to a list of every post that’s used that same hashtag.

This invites the user to scroll through, find more images they like, and engage with more profiles.

So using popular hashtags appropriately can help you extend the reach of your brand and find new audience members.

And to do that, I highly recommend using a Chrome extension like Hashtest to help you find high-volume hashtags.

All you have to do is input the hashtags you’re thinking about and it will give you instant feedback on how useful it is.

When you find the right hashtags, include them in your posts on a regular basis.

Your images will have greater reach, and you can appear more often in more feeds over time.

Solution #7: Use an influencer

When it comes to influencer marketing, no other platform comes close to Instagram.

By far, influencers love to create and share brand collaborations on Instagram.

The visual, product-driven nature of the platform makes it the perfect place to create and share content that followers want to engage with.

That means you can use this trend to your advantage by finding influencers who are interested in your brand.

And influencers are seeing some major growth in just the past few years alone.

With new influencers and creators continually coming on the scene, the opportunities for your business are plentiful.

Take a look at how the ASOS Insiders campaign utilized influencers to help them sell their product.

This campaign focused on an exclusive group of young adult influencers who were hand-picked to show off the ASOS brand clothes.

By tapping into the audiences that these influencers already had, ASOS created a global phenomenon that’s still very much alive today.

As of right now, ASOS has more than seven million followers on their Instagram account.

That means with every post they share, millions of viewers have opted in to see their content.

But you don’t have to have a huge budget to pull this feat off.

You can find influencers with thousands of followers who would be willing to help share your brand.

It’s one of the fastest growing Instagram marketing areas, and you would be wise to start using it for your own efforts.

Solution #8: Share user-generated content

We looked earlier at how a brand used user-generated content in their Stories, but the application for user-generated content is much larger than you may have previously imagined.

Studies have shown that sharing user-generated content makes your brand more authentic and humanizes your company.

That means that the more you share the content your users provide, the more they’ll feel that you’re actually relatable and worthy of their attention.

What’s more, it’s seen as “helpful” or “invaluable” to 99% of marketers.

So sharing more user-generated content is the perfect way to help bring your brand back down to earth.

If your audience sees the opportunity to feature on your page, there’s a much better chance they’ll want to interact with you and create content for you.

Rent the Runway saw a huge amount of success when they started focusing on sharing user-generated content.

Over the course of their study, they discovered that they were also saving five to ten hours per week on creating content.

And more importantly, their engagement went up by 21% over their original content.

Simply by sharing more of their user-generated content, they were able to see measurable improvements in their Instagram page’s activity.

So save time and boost your own engagement by utilizing your own audience’s content.

You’ll likely find that this strategy can help you see the same type of success in your own efforts.

Solution #9: Host a contest

Instagram contests are the final tactic that can help your brand beat the algorithm and increase your overall engagement.

And according to the State of Instagram report, 39% of businesses plan to do more contests in the coming years.

And when you look into the success that some brands have experienced, there’s no wonder why more businesses want to try this approach.

Take for example the MyNeoShoot contest hosted by Adidas.

In this contest, Adidas asked its followers to create images that were inspired by their brand.

The best photos were then invited to model in a professional photoshoot, and they even got Selena Gomez to help them spread the word about the contest.

As a result of the contest, Adidas generated 71,000 mentions of the #MyNeoShoot hashtag and gained 41,000 new followers.

So using a creative contest for your own brand can lead to similar results.

Just make sure you establish clear rules, or the whole process could backfire.

Even if you don’t gain thousands of new followers, you’re almost guaranteed to get engagement from your current audience.

And that means you’ll be one step closer to breaking the Instagram algorithm, which means more reach and more engagement.


Instagram is a highly versatile platform that allows brands to engage with and sell to their online audience.

But changes to the algorithm in the last few years have raised a lot of questions about what actually works.

And with engagement being the number one goal of most Instagram brands, finding innovative ways to engage is more important than ever before.

Thankfully, there are plenty of ways that your brand can consistently engage on Instagram.

Utilizing Stories can help you create a brand that’s always on and sharing.

If you’re lacking in photography skills, consider hiring a professional to help you bridge the gap.

Staying in tune with recent trends will also help you know what type of imagery seems to work best for your audience, which will be more appealing in the long run.

And creating live video can help you stay in the limelight and boost your brand in ways you never imagined.

Then, by focusing on posting at the right time, you can increase your overall engagement and always be present when your audience will see you.

Don’t forget to utilize hashtags, and make sure that you’re looking for influencers who can help promote your brand.

If possible, share user-generated content to humanize your brand and be more relatable to your followers.

And finally, don’t hesitate to create a contest that promotes sharing and engagement even further.

You have plenty of options to choose from if you want to see success on Instagram.

All that’s left is for you to create your plan and execute it.

What are your favorite Instagram engagement strategies?

The post 9 Ways to Beat Instagram’s Algorithm For Better Reach and More Likes appeared first on Neil Patel.


How to Leverage Facebook Messenger Marketing in Your Ad Campaigns

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The key to success for Facebook Messenger marketing is built into Facebook’s policies:

Get better at marketing
Get better at talking to people
And get better at building long-term relationships

With Facebook’s renewed focus on relationship building, if you do Facebook Messenger marketing right, you’ll stand head-and-shoulders above your competitors—because you’re reaching people where their attention is already focused.

But to succeed with marketing on Facebook Messenger, you shouldn’t approach the platform from a marketing perspective alone.

To succeed with marketing on Facebook Messenger, you shouldn’t approach the platform from a marketing perspective alone.

Instead, think of yourself as a social engineer.

You need to return to the basics of good marketing.

If you want people to click on your ads, you need to figure out what they’re struggling with or what they’re trying to make progress on.

Figure out creative ways to engage with them.

Focus on your audience and what’s important to them.

Try to drive relationships as well as engagement.

How do you do that? By following 3 core Messenger marketing rules.

3 Rules for Using Facebook Messenger the Right Way
Facebook Messenger Marketing Rule #1: Facebook Messenger Is NOT Email

Since Messenger was built for sending personal messages (like email was), it’s easy to fall into the trap of using Messenger as you would email.

But nothing could be worse.

For marketers, email is rarely a relationship-building channel. It’s used for outreach, information, and sales.

That’s not what Messenger is for.

The secret to using Messenger for marketing is to focus on why people turn to your business in the first place. The focus should always be on removing obstacles to people’s progress in their lives. It should be about building relationships and trust, not push marketing.

So, when you’re thinking about Messenger, think about your customers as individual people. 

As, BioTrust Nutrition does by reaching out to their audience with a recipe for healthy, protein-packed pancakes in Messenger…

So, ask yourself…

What’s going on in your audience’s lives?
What are they trying to do?
What could you do to give them forward progress?

…and use this as inspiration to craft your messages in Messenger.

Facebook Messenger Marketing Rule #2: Don’t Hack… Listen

The goal of social media marketing isn’t meaningless interaction. Believe it or not, the real goal is data.

In Messenger marketing, you want to ask open-ended questions that get people interacting and engaging. Ask questions that inspire long-form answers that give you (in their own language) the hopes, fears, and desires of your best customers.

This is data you can use in all your marketing. It may or may not drive a sale today, but it will give you the information you need to write compelling sales copy and sell far more in the future.

So instead of pushing one product like you might in an email promotion, ask questions that give you more information about people’s concerns and goals, then make a personalized recommendation based on the answers they give you, as DigitalMarketer does with Traffic & Conversion Summit

…and as StoryBrand does…

For example, if you were a fitness company, you might ask, What’s your #1 fitness goal? or Why do you want to be in better shape?

Asking “why” helps you understand the context of their lives, so you can give them a more targeted marketing message.

And it starts with listening.

Facebook Messenger Marketing Rule #3: Avoid Engagement Bait

The challenge is to get people engaged without resorting to engagement bait.

Up to now, you might have created a message that asked a question or made a statement followed by, Comment YES below and we’ll give you a free milkshake.

But that’s considered engagement bait, and Facebook will shut it down.

Source: Facebook

Today, instead of using this type of call to action, you might consider the context of the conversation. Think about what people are trying to achieve and why, so you can join the conversation that’s already happening in their lives.

Another tactic is to ask people for their opinions. Given a chance to weigh in with their own opinion, people will share a lot more information.

The idea is to open a conversation, draw people out, and get them engaged by asking meaningful questions.

Here’s why this works for marketers…

With Messenger, your goal is to build a relationship.

If your question is relevant to the market, you’re getting feedback, and you’re following up in Messenger with your thoughts, then you’re gathering customer data not only for your brand but for Facebook too.

But you’re doing it in a way that doesn’t manipulate the metrics. You didn’t bait people to respond, so their responses indicate true interest.

In other words, the data is pure. Best of all, it leads naturally into a sales conversation.

This is where Messenger differs from email marketing. With email, your goal is to get people on your list so you can blast them with a sales message.

With Messenger, your goal is to build a relationship. You want to open a dialog—which means you won’t blast promotional messages regardless of how those subscribers have interacted in the past.

Instead, you’ll try to generate personal conversations with your followers.

The Comments Growth Tool

Strategic use of the Comment-to-Messenger function is key to making all of this work.

Instead of trying to create an opening to promote your product or generate a lead—which is purely self-serving—take a more relationship-oriented approach. Try to understand what people’s goals are and why.

Instead of saying, “Comment YES below and we’ll give you a free milkshake,” go deeper and ask…

Why this protein powder instead of that one?
Do you prefer whey protein or vegan protein?
Do you think it’s more effective to drink your shake before or after your workout?

Capitalize on the conversations that are already taking place. Give people a chance to weigh in on their own. Ask their opinions.

From a customer-development perspective, this is gold. You’re getting feedback from your prospects in their own language. But you’re also giving Facebook the data they want, which is context around this person’s life and the products they like.

This approach also opens the door to a sales conversation.

With the information you’ve gathered, you know exactly which products this person would be interested in. Now your offer isn’t spam. It’s perfectly relevant, not only to their lives but to the conversations you’ve had.

(NOTE: Ready to use Facebook’s newest “ad” platform to turn a one-to-one conversation into sales—even if you don’t have the staff to reply manually? Check out the Facebook Messenger Marketing Blueprint and discover how Facebook Messenger Ads are changing the way businesses communicate with customers. Learn more now.)

3 Types of Messages You Can Send on Facebook Messenger

Keep in mind there are some restrictions on when you can send promotional broadcasts.

Facebook’s rules for Messenger aim to keep the tool from turning into email. So blasting promotional messages to your entire subscriber base—regardless of how those subscribers have interacted with you in the past—will get your Facebook Page shut down.

Honestly, though, we don’t like to think of Messenger’s rules as restrictions. If anything, they’re guidelines for making you a better marketer. They’ll help you connect with your best customers and build long-term, profitable relationships with them.

So what are the rules?

It boils down to 3 types of messages you can send:

Promotional Broadcast
Follow-up Broadcast
Subscription Broadcast

Each of these types of messages are tagged a certain way through the API, and they can only be sent in certain circumstances, based on permissions that exist in each profile.

(RELATED: Perpetual Traffic Episode 136: Use These 3 Facebook Messenger Blueprints to Acquire More Customers, Leads, & Subscribers)

Let’s take a look at each…

Promotional Broadcasts

Promotional messages may be used as a response to someone opening a conversation with you: someone has shown some kind of intent, which means they’re interested in hearing from you about something.

Once the conversation has been opened, you have 24 hours to send a promotional message. This is called the 24-Hour Rule.

According to Facebook, any message that takes someone out of Messenger is considered promotional, whether it has a sales intent or not. Just 24 hours from that initial contact.

That said, you can get creative with this. If you’re sending people to other Facebook properties, such as Facebook Lives, you may be able to get away with promoting something outside that 24-hour window. But that’s a gray area, and you want to be careful.

Now let’s talk about how a promotional broadcast works…

When someone opens a new thread with you, that means they’ve hit the “Send to Messenger” button, they sent you something on your Facebook Page, or they found you in Messenger and reached out to you.

As an example, maybe it’s a holiday, and someone wants to know if their favorite coffee shop is open, so they find the coffee shop in Facebook and message them to get their holiday hours.

Technically, that coffee shop could message that person within 24 hours of their question with any kind of offer they may have. Something like, Hey, you were trying to figure out if we’re open. Here’s a free latte on us if you buy a croissant.

If the customer doesn’t engage with the content sent to them within 24 hours, the coffee shop has one chance to remind them about the croissant deal. They can do that with a follow-up broadcast with what’s called The 24 + 1 Rule.

This rule gives you 24 hours for customers to take you up on your promotion, plus one reminder message. If you still don’t get a response, the opportunity is considered closed.

Follow-Up Broadcasts

After the 24 hours have expired, you can’t send a promotional broadcast. You have to use the follow-up broadcast to message your contact.

This type of broadcast can be sent within 24 hours after the first 24 hours has expired, giving you 48 hours to engage with this person with a promotion, using 2 different types of broadcasts.

Once the 24 + 1 period has expired, you can still send messages, but they can’t be promotional. You can ask a question, giving people some quick reply buttons or simply leaving it open for them to answer.

If they re-engage with you, another 24-hour window opens. That gives you the freedom to send a link or a promotional message if you want to—but it doesn’t mean necessarily mean you should.

Instead of always selling, get creative.

How can you broadcast to your list to create engagement again? How can you start a conversation without sounding like an email?

People use Messenger to get short snippets of information from people they care about, to ask questions they need an immediate answer to, or to engage and feel heard by somebody. If you’re randomly interrupting them all the time, that’s not useful—not to them or to Facebook.

So, remember, from a pure marketing standpoint, you want to stay relevant.

Subscription Broadcasts

Let’s say a web comic posts a new cartoon on his Facebook Page every Friday. On Monday, someone sends him a message.

This type of message is followed up by promotion and follow-up broadcasts, like this:

Set up a fun interaction that builds relationship
After that interaction, send a link to buy a t-shirt on his Shopify store.
No response? Set up a tag to send a reminder within the 24-hour window
If there’s still no response, set up a follow-up reminder on the Shopify sale item

But now it’s Thursday, 3 days after the promotional window closed, and the web comic has an idea: I bet my followers would really like to see a behind-the-scenes photo of me sketching the first version of this content. So, I’m going to send a broadcast to everyone on my list.

In his broadcast, he says he’s doing some mock-ups with this new comic and asks if they’d like to see more. He then gives them 2 button options: yes and no.

This is a subscription broadcast. It’s not promotional. It’s an engagement opportunity.

But it’s important to understand that “subscription” in Messenger isn’t the same thing as subscribing to an email list. In Messenger, you’re only trying to open a thread with someone.

When someone messages your page, they send a message. This opens a conversation with you. That’s an open thread now, also known as a subscription. If someone opens a thread with you, they want to hear from you, so you’ll add them as a subscriber and get all their information.

You can have a talk with this person because they’ve reached out to you and have shown intent.

Be aware, just clicking on a link doesn’t show intent. So, when someone clicks on a link on the Internet, they’re not opening a conversation with you, no matter how you phrase the link text. (Even if you say, “Subscribe to Messenger,” clicking the link doesn’t qualify as a subscription.)

To subscribe, the user must message you inside the Messenger window. The moment they open that thread, they become a subscriber and start a new 24-hour promotional window.

How These 3 Types of Messages Work Together

The 24-Hour Rule is the key to Messenger marketing.

A 24-hour window opens when someone messages your bot to have a fun conversation. You then have 24 hours to promote whatever you want to promote.

If they don’t respond, you can follow up with them one more time. If they still don’t talk to you, a few days later, you might send them another message because you know what they’re interested in.

The 24-Hour Rule is the key to Messenger marketing.

People can say yes or no to any of your messages, giving them the choice to engage with you or not.

What’s important to remember is that Messenger is not just a comment growth tool. It’s not just about JSON ads. It’s a tool for communicating human-to-human with people who are interested in you and what you do.

We’re only just figuring out what normal communication from a brand to Messenger subscribers looks like on a daily and weekly basis. We do, though, have to take into account the promotional time limit, which keeps the platform from mimicking email as an outreach tool.

Getting the Most from Facebook Messenger

Messenger marketing success boils down to one thing…

The good marketers, who have good content and give value to their audience, are going to win on this platform.

The secret to success isn’t a hack.

It’s more akin to emotional IQ.

Know how to engage and re-engage people, and give them what they’re interested in. As relationships build, the value of your promotional efforts in Messenger will only get better.

(NOTE: Ready to use Facebook’s newest “ad” platform to turn a one-to-one conversation into sales—even if you don’t have the staff to reply manually? Check out the Facebook Messenger Marketing Blueprint and discover how Facebook Messenger Ads are changing the way businesses communicate with customers. Learn more now.)

The post How to Leverage Facebook Messenger Marketing in Your Ad Campaigns appeared first on DigitalMarketer.

Grow Your Business With Facebook Ads 0

Episode 146: 3 Case Studies to Grow Your Business with Facebook Ads

sourced from:

Whether you’re launching an info product, running an ecommerce business, or creating a documentary, today’s episode has a case study that will help you grow your business with Facebook ads.

Join us as we discuss how Molly helped one of her clients successfully launch a Christian documentary and generate 100,000 leads for less than $1/lead, how you can use the “MAGICC” method to convert cold traffic, and how the 3-step “Ecommerce Ad Amplifier” led to a 5.8X return on ad spend.

Each of these Facebook ad case studies is packed with information you can apply today to grow your own business.


How you can use the MAGICC method to convert cold traffic into paying customers.
How Molly generated 100,000 leads at 94¢ apiece in 7 days (« and how you can apply the strategy in your business).
How Tier 11 took one client from $5,000 in ad spend with a 2X ROI to $60,000 with a 5.8X ROI.


Episode 145: How to Amplify Your Ecommerce Business Using Facebook Ads
Tier 11 Facebook Page (Message “image” to get the Ecommerce Amplifier graphic)
Facebook Business Dynamic Ads
Use Facebook Pixel

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

iTunes not your thing? Find us on Stitcher.

The post Episode 146: 3 Case Studies to Grow Your Business with Facebook Ads appeared first on DigitalMarketer.


How to Build and Manage a Private Facebook Group

sourced from:

Facebook is one of the best platforms to build and manage a private community that will help grow your business.

And I should know.

During my time as DigitalMarketer’s Lead Community Strategist, I managed over 11,500 members (and growing) across 7 private Facebook groups—answering questions, providing support, and bridging the gap between DigitalMarketer’s clients and business.

These private, online communities have had a tremendous impact on DigitalMarketer’s bottom line.

Establishing a thriving online community within the company’s client base meets a number of important business goals including…

Improved customer satisfaction
Reduced refunds
Increased retention in monthly memberships
More sales generated by word-of-mouth recommendations

There is a lot of gold to be found in creating and maintaining a private Facebook Group and offering it as a premium bonus with DigitalMarketer’s products—so here’s how it’s done at DigitalMarketer.

But before I show you how to create an engaged Facebook Group, first we should talk about why Facebook is one of the best places to host your online community.

Why Host Your Communit… Read More


Link Building Made Simple: How to Build 61 Links Using Social Media

If you’re familiar with SEO, then you already know how important link building is.

Any SEO expert knows that link building helps boost your search engine rankings.

Of course, your links and your content both have to be high in quality for this to work.

The problem is everyone is campaigning for site links these days. The volume of requests can be so overwhelming that people just stop reading pitches altogether.

I’ve already shown you how to build links through email pitches that will help you cut through that noise.

But you can’t just stop with pitches if you want to build lots of strong links to your site.

I’m going to break down the process of how to build authority links through social media.

Before we jump into the steps, let me tell you why you should be using social media to build links.

Social media is a great way to build links

I’ve already talked a lot about backlinks.


A survey completed by SEMrush last June reported that backlinks account for five of the top-ten SEO ranking factors.

Not only do they help you rank, but they can also make a difference between the first and second position in search results.

Everyone handling SEO, no matter the business size, knows the importance of backlinks.

Whether or not social media can boost SEO rankings is always a hot topic. There are some skeptics who don’t believe it impacts Google search engine rankings in any way.

However, the majority of professionals seem to disagree with them.

When SEO professionals were surveyed about which techniques were the most used for link building, the majority of efforts were through social media.

They reported it was the third most efficient way to build links, barely behind paid methods and research.

When asked what the biggest challenges were for building links, the driving reasons were:

Not enough opportunities to build quality links
Getting no response or being told no when requesting links
Not knowing enough about how to build links well

Even the professionals are struggling with this stuff!

I can teach you how to find more opportunities and get a much better response rate using social media.

1. Start with your social profiles and website content

The number one way experts use social media to get links is by including their websites in their profiles.

Just behind this is sharing your website content on social media.

These are the basics. Never underestimate the basics!

Make sure every profile you have is up to date on every social media platform you’re using. Check that they all have a working link to your website.

Think about the profiles you might have:

Personal profile
Business profile
Fan page
Group page

For example, on Facebook make sure you have links to your website in the following places:

Your profile under Contact and Basic Info on your About tab
Included in anything you post on your wall, including images and videos
In your group’s pinned post

Then go through your other social media pages and include links to any cover photos, bios, images, descriptions, and so on.

Next, make sure that you’re sharing quality content from your site across your social media platforms.

Your web pages should all be set up so that both you and your readers can easily share content on social media.

You’ll notice that on my site, I have the floating share icons on the left side of the page. This means that no matter where you are on the page you can easily share an article.

I also have fixed share icons at the bottom of every article for easy sharing.

The more social shares your content gets, the more visible it will be.

This means the more likely you are to build links.

Don’t forget to consider other social media sites such as Reddit or niche-specific platforms.

2. Gather customer reviews

Customer reviews on social media provide a lot of the same benefits of comments on your site.

They provide social proof
Comments and reviews keep your content fresh
They boost engagement

How does this lead to links?

Reviews will boost your social media profiles in search engines
Reviews can help you rank for new keywords in search engines
Better rankings mean more people will see your content and are more likely to link to it
Good reviews build trust, which means more people are likely to click on your links and share your content

How do you get quality reviews?

Reach out to customers with an automated email after purchase to request a review
Offer something in exchange for reviews to make it worth their while

This could be a free product or a discount on their next purchase

Post on social media that you reward reviews
Make sure you are proactive about resolving any poor reviews

3. Track fans who mention you on social media

A simple way to boost your links is to track people who mention you or your brand across social media.

The goal is to build a relationship with someone who is clearly already aware of you.

You can use this to reach out to their audience and earn links from them.

Since they already mentioned you willingly, getting a relevant link from them should be pretty easy.

This is also a great way to play off each others’ fan bases if humor suits your brand and audience.

So how do you find them?

Platforms like Twitter and Instagram move fast. So you’ve got to act fast, too.


I really like Mention.

It’s a tool specializing in monitoring brand mentions online.

You can specify the type of sources you want to monitor.

So you’ll know when someone mentions you or your business. And they’re updated in real time.

Open Site Explorer

Or there is Moz’s Open Site Explorer.

This one lets you take a look at who’s linking to you.

Just enter your URL and you’ll be able to see all of the inbound links.

4.  Find links to reclaim

Reclaiming links is finding places where you should have been linked to and asking for a link.

Maybe the link was missed, or maybe they tried to link to you, and for whatever reason, the link is broken.

Misspellings, mess ups, simply not finding the right URL — there are tons of reasons why your link might be missing.

You can track and connect out to people who have tried to link to you through social media.

Another option is to find people who are referencing you and linking to one of your social media profiles. You can reach out to them and ask them to link to your main site instead.

For both of these, just follow the steps in the last section on how to find mentions.

Another great way to reclaim links is through a reverse image search.

Are people posting images from your site on social media and not linking back to you? You can simply reach out and ask them to attribute it to you.

5.  Mention influencers or brands

When you boost someone’s ego with your content, they are more likely to link out to it.

It’s a great strategy to produce impressive results, especially if you understand the trust pyramid and use it in your content strategy.

Here’s how it works:

First, you have to make readers aware of their pain points.

Blog posts and infographics are great ways to expand their understanding of the topic.

People link to content they find useful, that they connect with on a personal level, and that they want other people in their network to benefit from.

Next, show how your strategy works by using examples or case studies.

These will allow the reader to believe, trust, and like you.

Once you have them in your corner, invite them to share your post on social media.

Invite people to guest post for you.

You might also see these four stages formulated as “AIDA.”

“Ego baiting” is probably my favorite, and one of the easiest, link building strategies.

It helps build links and shares on social media.

You don’t have to go to extensive lengths to attract attention to get others to give you a reciprocal link.

Richard Marriott has a perfect example of an “ego bait” blog post.

He interviewed 53 experts about their favorite blog promotion tools to create an expert roundup post.

And it generated over 130 comments — including from the contributing experts.

It also generated 237 unique links from 46 root domains.

All of that from one post. That’s how powerful social media is.

The same page has also generated over 1,000 social shares in less than six months. Here’s the data from Buzzsumo:

6. Use infographics to boost shares

One of the most often shared types of content is infographics.

Many websites have been built solely for the purpose of creating and selling infographic content.

Why are infographics so popular?

Well, we’re visual creatures. No one wants to read a 3,000-word article that is nothing but text.

Especially when we’re only looking for specific information.

If you had to read a huge document or quickly scan a visual summary, which would you choose?

I know I’d definitely choose the visual option.

I use them all the time because they work. They get shares, and they get links.

Kissmetrics has an entire section dedicated to infographics.

People love to clip images from your infographic for their own blog, meaning you’ll get tons of links.

Infographics work well as link bait for companies who don’t have the capacity to create their own.

We simply have a much stronger ability to pick up content quickly when its visual.

It’s impossible to look at a huge block of text and understand it.

Picture a page in a novel with no indentation, no paragraphs, no bolded words, bullet points, or other visual aids.

You would need to read through the whole thing to understand it.

An infographic puts information in such a visual way that you can almost instantly understand it.

So how do you start using infographics in your social media?

Well, I use a couple of different web tools to make my own.

I currently like Infogram and Piktochart the best.

Both of these options have pretty similar services. They also both offer free and paid options.

Infogram offers over a million free images but it only includes 35 possible templates to choose from.

Piktochart, on the other hand, lets you choose from over 600 different templates.

You can check them both out for free and then decide which one better suits your style and content needs.

After you’ve designed your own infographic, make sure that you post it on your site and include an embedded link.

That way, when you and others share it on social media, it will link them back to your website.

Kissmetrics created this infographic about The Science of Brands on Instagram and embedded their site link in it.

This one infographic alone resulted in 28 links, included several high-quality ones from sites such as AddThis and WebProNews.

How did it get so many links?

Social media!

It was liked on Facebook 272 times, shared on LinkedIn 524 times, and pinned on Pinterest 450 times.

Do you want to use infographics but you’re not comfortable creating your own?

There are a number of fast and relatively cheap options to have them created for you.

Sites such as Fiverr offer a number a different people who will build an infographic for you for as low as $5.

Are you struggling to decide what to put in your infographic?

The easiest way to start is to take content you’ve already created.

Choose a blog, podcast, or video you have made that contains multiple facts and interesting tidbits of information.

Try to pick something that is getting a lot of traffic. That way, you already know the information is interesting.

You can then break this down into the high-level points and make it visual to repurpose it as an infographic.

Remember to post the infographic on your site first.

You can even post it within the content you repurposed. For example, adding it to the blog post you used to create it.

Then, share the infographic (including it’s embedded link) across all of your social media platforms.

This increases your chances of getting more links back to your website.

People are much more likely to reshare an infographic than just an article.

7. Focus on generating second-tier links.

Second-tier links are when you link to someone else’s site, which then links back to yours.

For example, when I guest blog for Huffington Post, they put my name and byline at the top of each article.

This then links to an author bio on their website, which is linked to my websites.

If  I share this article on social media, I’m sharing a link to and not to one of my own sites.

However, it can still drive traffic (and links) to QuickSprout, for example, since it’s linked to it.

One of the biggest benefits of focusing on second-tier links is that you’re not sharing your own website content.

This appeals to people because they see it as more trustworthy and less salesy than when you’re simply promoting your own stuff.

The more shares and traffic you get for the main site, the higher the odds that you will also get traffic and links back to your own site.

After all, if you really like my article on Huffington Post, it may make you interested enough to want to read more of what I’ve written.

And that will lead you to follow the link back to my website.

This works best when the site you’re linked to has high authority or appeal of its own. However, you can do it for any articles, videos, or websites where you are featured, referenced, or mentioned.

Second-tier links have a second benefit as well. When people see how much your social media has boosted a website, it will give others an incentive to have you guest post for them as well.

8. Use social media to improve pitch responses

Earlier I spoke about how a major struggle for professionals building links is a lack of responses.

I just shared with you how second-tier links on social media can increase your response rate.

That’s not the only way social media helps.

Before you ever send a pitch email, connect with the brand, person, or website you want to pitch to on social media.

Don’t just friend and forget either.

Engage with them by replying to tweets, mentioning them in posts, or re-sharing their content.

This will make you visible to them and show them the benefit of working with you before they even read your pitch.

You can also join a guest blogging group or social network on social media.

This helps you find unknown opportunities and potentially gain contacts looking for guest posts.

Suddenly your cold pitch is now a warm pitch. The instant you switch from cold to warm, your success rate goes up.

9. Focus on creating social content

Social media isn’t just a place to share content from your website. It’s also a medium for creating content.

You can use social media platforms to create podcasts, webinars, video tutorials and more.

Every time you do this, you should be linking it back to your website to build links.

Then when people share it, it will also be building links to your website.

Video is growing in popularity. In fact, 85% of the US Internet audience watches videos online.

Creating videos will increase your traffic and your share rate.

Especially if they’re Facebook videos.

Facebook native videos have a 1,055% higher share rate than other video formats!

The popularity of podcasts has been growing every year as well.

Just like video link building, podcast link building is meant to be an extension of your brand — though, similarly, you can promote it alone.

Think transcripts, quotes, mentions, links, and social amplification.

But perhaps the biggest selling point is the increased exposure as an authority in your specific industry and the opportunity to talk directly to your target audience.

You don’t need to create your own podcast either.

To secure a spot for an interview, do your research.

Take a look at the topics that big podcasters in your niche are covering to find a gap that may not have been discussed yet.

Then reach out to them on social media followed by an email pitch.

Make your email pitch relevant to the podcast and address people by their first name.

10. Promote events or hold contests

Backing local or big events and hosting contests are huge opportunities to get links.

Creating an event page on Facebook with a backlink to your website is a quick and easy way to get shares.

People will not only want to sign up for an exciting event, but they’ll want to share it to get their friends to attend as well.

Don’t want to host your own event? Consider these other options:

Sponsor an event
Sponsor local bloggers to host an event for you
Promote that you will be giving away cool swag at an event
Collaborate with other big names by adding your swag to another event gift bag
Request to speak at a local event and promote it in advance on social media
Promote for a local charity
Write an article about a recent or upcoming event and share it on social media

When you’re all done, you can also pitch to local news outlets about the event. They are craving interesting local content, so it never hurts to ask.

You can also hold a contest, which you promote on social media to drive shares and links.

Facebook makes it easy to run contests. Just make sure you comply with their rules.


If you want to show up in search engine results and grow traffic to your site, you need to be actively building links.

It’s getting harder to build quality links than it used to be with so many people competing for authority sites.

That’s why you need to go beyond pitches and start tapping into the power of social media.

Social media builds engagement and interaction, which will naturally lead to link building.

Start with the basics. Make sure your profiles have your links on them.

Look for fans, influencers, and businesses with broken links to connect with using social media.

Repost anything featuring you as a guest to boost second-tier links.

Use social media to build relationships with authorities before you follow up with email pitches.

Share infographics and create shareable social content such as videos and podcasts.

Drive attention by promoting events and hosting contests.

Follow these steps, and you’ll have at least 61 new links in no time.

How do you build links through social media?

The post Link Building Made Simple: How to Build 61 Links Using Social Media appeared first on Neil Patel.


How to Conduct a Social Media Audit in Just 30 Minutes

The number of worldwide social media users will surpass 3 billion by 2021.

That’s more than a third of the Earth’s population!

That creates an incredible opportunity to reach online users, and you shouldn’t pass it up.

But not every platform works the same for every business. That’s why it’s important to review what’s working and what isn’t.

Otherwise, you risk wasting time, energy, and money on flawed campaigns.

But don’t worry. That’s where social media audits can help.

In this post, I’ll show you how to perform a social media audit in just 30 minutes.

The result will tell you if you’re on track to hit it big or if you’re at risk of flushing more dollars down the drain.

But before we get to that, let’s talk about preparing your audit.

How to prepare your social media audit

“Auditing” can sound intimidating.

I’ve worked with agencies that charge tens of thousands of dollars and take months to complete a single audit.

In this case, though, yours will actually be pretty simple. We’ll take a look at each platform and identify a few critical KPI benchmarks to gauge progress.

So, how often should you perform an audit?

Ultimately, you can do them as often as you’d like to. I recommend quarterly at the very least, but every week is best if possible.

The point is that you do it consistently and in a way that works for you.

I recommend creating a spreadsheet to maintain all of the information you’ll be recording. Google Drive is a great place to do so since it’s free. Here’s how to do a simple one.

Pull up Google Drive and select the “New” button.

From the drop-down menu, click “Google Sheets.”

Now, you’ll have a fresh spreadsheet to work with. I like using Google Drive because you can share them with your team, partners, and other vendors.

Next, you’ll want to label the columns.

These will be categories that list account information and key performance indicators.

What exactly should your columns contain? Here are some ideas:

The username and URL for each platform that you’ll audit
The number of followers for each account
Engagement metrics
Demographic information
Popular content

These create a nice base to work off of. Here’s what my spreadsheet looks like now.

It seems a bit empty, huh? Let’s fix that by entering our account information.

I’d suggest that you date your audits or add monthly sections to them. This helps track monthly changes when you audit again in the future.

Since every platform is unique, you could also add columns for network-specific metrics.

With this basic template, you’re ready to use your auditing spreadsheet. Now, it’s time to get to work.

I’ll walk you through analyzing Facebook, Pinterest, Instagram, and Twitter.


Facebook collects tons of useful data about your Pages and organizes it in one place. You can access it by visiting the Business Manager section.

Just click the drop-down menu in the top-right corner of Facebook and select your Page under “Business Manager.”

For this example, I will use the account of a friend’s small startup I am currently advising.

On the following page, Facebook will give you valuable insights into both your ad accounts and the business Page itself.

Since we’re focusing on general social media today, let’s first take a glance at the overview.

Right away, Facebook displays information about your Page likes, reach, and the engagement you’ve accumulated. You can filter the results for today, yesterday, the last seven days, or the last 28 days.

Next, click the arrow to the left of your Page to see a breakdown of your best-performing posts.

This will tell you what type of content is delivering the most engagement and reach. With this information, let’s go back to our spreadsheet and fill it in.

It should look similar to this:

As you can see, I’ve entered how many new followers I’ve gained, how much my engagement has improved, and what content performed the best.

What about demographics?

For that, you will need to visit the Facebook Insights Page. This will give you a report on all of the Pages you run.

Select the Page you’re auditing and it will take you to an overview.

As you can see from Megalytic’s perspective, selecting the “People” tab will display demographic data. This includes your fan demographics along with users you’ve reached and engaged.

Each tab will show you:

The ratio of men versus women that follow you
The number of users in each age group
Which countries and cities your followers are from

You have to market differently to every target demographic. Take note of which gender, age groups, and locations make up the majority of your fans.

You can use this data later for tailoring content. But first, let’s input some of this data into our spreadsheet.

With that simple Facebook audit, you should now have a good idea of who your target audience is and what content they enjoy the most.

When you decide to audit your Page again, you can compare these metrics to the updated ones to see how your content is performing.


Pinterest is a goldmine for marketers.

It’s a platform that heavily rewards quality infographics and visual content. It also offers an awesome analytics page to boot.

Once you’ve upgraded to the free business account, you can select “Analytics” and “Overview” from the top-left corner.

The overview will tell you your average daily impressions, average daily viewers, and most popular content. These first two metrics are convenient for measuring your account’s growth.

As we saw with Facebook, understanding what content performs best will help you offer more of it in the future. This can further increase your engagement and pins.

What kind of content do you notice performs well for your page?

To dig into the demographics of your Pinterest follower, you can click the arrow beside “People you reach.”

You will find information about their location, gender, and language.

Clicking the “Interests” tab shows categories that your followers are most likely to be interested in.

Record these in your spreadsheet. In the future, you could publish more content in these categories to see if your followers enjoy them.

Next, you’ll see your impressions, saves, and clicks on the “Profile” page.

Saves and clicks are arguably the most important metrics here.

Seeing which posts users save the most will tell you which content to focus on and which to dial back.

It also reveals which types of pins are driving the most traffic to your website.

Selecting the “All-time” tab shows you which pins received the most shares and ranked the highest in searches.

Do you notice any similarities between the pins that are receiving the best feedback? Note this in your spreadsheet.

Record any important data in your spreadsheet. By now, your spreadsheet should be filling out quite nicely.


Instagram is the go-to social media platform for fashion, beauty, and health brands.

Instagram already has over 700 million users. And more than 70% of US businesses are now using it to reach customers, too.

If you upgrade to a business account, you gain access to Instagram Insights. This is their native analytics tool to aid you in measuring performance.

It won’t give you insights into content that you posted before you upgraded, but it will give you information about your posts from then on.

As you can see below, it’s accessible from both your account page and individual posts.

If you visit the Insights homepage, it will give you a general overview of your Instagram account. It first shows follower and post counts for the previous week.

Below this, you can find a graph with information on:

Profile views

Going further, we have the “Followers” section. This contains some basic demographic information about your Instagram followers.

If you want to find out even more about your followers, click “See More” at the top-right corner. That will pull up two graphs.

One will show you the hours when your followers are most active.

The other will reveal which days they are most active.

You can use this to find the most optimal day and hour to post.


Next, it’s wise to analyze how your photos are performing. You can do this in one of two ways.

The first option is to select an individual post and click “View Insights.”

Likes, comments, and saves will appear at the top. Under the “Actions” section, Instagram tells you how many profile visits, followers, and website clicks you received.

Since hashtags are a huge part of marketing on Instagram, take the time to see which ones attracted the most users.

Consider adding that to your spreadsheet as well if you’d like.

Over time, you will be able to weed out the lesser-performing hashtags and replace them with better ones.

The second approach is to navigate to the posts area of the Insights homepage.

Click “See more,” and Instagram will display every post from the last year and their impressions.

You can further filter it by time, type of content, and measurements such as comments or likes.

There are numerous ways that you can take advantage of this.

For example, you can filter by content to discover whether your audience likes photos, videos, or carousel posts the most.

Refine it down to comments and you may notice which captions or questions get the most responses.


Have you ever posted an Instagram Story?

For businesses, it’s a fun way to show followers behind-the-scenes action.

With the Insights tool, you can dive into how your Stories are performing. Simply open a Story and click the viewers on the bottom-left area of the screen.

You will find which users viewed the Story, total impressions, and reach. It also documents actions like replies and clicks.

Use this to determine which content followers respond to the most positively with Instagram Stories.



Twitter advertising is one my favorite techniques for quickly gaining attention because it’s so simple.

If you visit the Ads Manager, you will gain access to your account’s analytics.

Let’s start by selecting the “Analytics” drop-down menu and clicking “tweet activity.” This will let you view tweet engagement, impressions, and more.

First, Twitter is nice enough to give you a convenient graph of your impressions over the last 28-day period. You can change this to the last seven days or a custom number as well.

Click the “Top Tweets” tab to see which of your tweets in a selected period are the most popular. Twitter determines this based on engagement and impressions.

Do you notice any trends?

Are certain calls-to-action or styles of tweets doing better than others?

These are questions you should ask yourself to further complete the audit.

Do you know who your followers are?

Well, you can figure that out by visiting “Audience insights” under the “Analytics” tab on top again.

Make sure that you change the selection to your followers.

At first glance, you’ll see an overview with several tabs.

On this first page, you can see information about your followers, such as their:

Consumer buying styles
Household income categories
Wireless carrier


If you click the “Demographics” tab, you’ll see the following:

It’s safe to say that Twitter has a seriously impressive analytics system. It’s convenient, too.

From exact regions to home value, there’s nothing you won’t know about your followers.

Moving along to the “Lifestyle tab,” you’ll get a better idea of what interests them. This is great information to use for tailoring your content.

If you know what they like, you can integrate that into what you post.

They will feel much more connected to your brand when they know that you understand them on a deeper level.

For those of you who are involved in e-commerce, you’ll find a special benefit to the next tab, which is the “Consumer Behavior” tab.

Twitter shows us what kind of consumer buying style our followers fall under and what kind of consumer goods they enjoy purchasing.

This is a goldmine if you sell products online.

It’s literally telling you how they prefer to shop and what they’re looking for.

Finally, the “Mobile Footprint” tab tells you which carrier and devices your followers mostly use.

What should you do with your audit?

So, you’re sitting back and marveling at your in-depth spreadsheet. Now what?

It’s time to get marketing.

You now hold a great deal of data that you can use to improve your social channels and your business as a whole.

You should start with content.

What type of content does your audience like the most? Try producing more of this and measure the results next week or next month.

For example, you may find that your Facebook fans prefer videos over images. As simple as it sounds, delivering more videos could be the easiest way to increase shares and engagement.

I recently posted this video on Facebook:

And it was a direct result of a simple social media audit like this.

I’m investing a ton into video because I’ve seen that it produces the best results across almost every platform.

Now, I typically don’t talk about “finding your passion” and that type of stuff. I usually like to stick to nerdy marketing ideas.

But I’ve noticed that more personal topics like this get an awesome reaction.

So, guess what?

I’m adding more topics like this to my content calendar.

The whole reason for producing this content is to gain awareness and increase engagement.

The purpose is not to try and sell anything.

Instead, you want to mix content types and topics to drive the most interest possible.

Then, you can run retargeting campaigns with custom audiences to eventually sell to everyone who’s watching, commenting, and hitting the Like button.

Target a more defined audience.

With all of the research you’ve performed, you also now know a lot more about the demographics of your fans.

Things like age, gender, and location are much more concrete.

In the beginning, you probably had a rough idea of what your ideal user was like. Now, you know for sure.

I’d recommend searching for market reports based on your target demographics. These will give you further ideas on how to serve them better.

Even infographics like this one from Goldman Sachs on millennials can contain rich nuggets of knowledge about your audience.

Going off of this example, we might experiment by offering free shipping, discounts, or other convenience as the studies suggest.

Once you’ve compiled all of the previous data on your users, it’s simple to find out what works for them.

Reports and similar publications will detail trends and opportunities to take advantage of.

New sales channels and promising promotional strategies are some things to expect.

Overall, you know what your ideal user responds to the best, so you can tailor more content toward that.

Work smarter, not harder.

You now also know which platforms are delivering the biggest results.

You can use this information to implement what we call the “80/20 rule.”

It involves doubling down on the social networks that work the best for you.

Perhaps Instagram and Facebook drive the most traffic. If that’s the case, then focus your attention on those platforms.

Putting more energy into just a couple of networks may create more results than diversifying.

This rule also applies to content and advertisements. The data is telling you what works the best, so consider shifting your focus to just a few key areas.

At the same time, you can take this opportunity to test out different platforms. At the end of the day, you’ll never know until you try.

Maybe another social network would perform incredibly well, but you just haven’t tested it.

You can test a couple on a smaller scale and look at the results before you invest too much time into it.

You should also now be setting goals for your social accounts, including:

Follower count
Engagement numbers such as likes or comments
Traffic that you drive to your website

When you perform another audit, you should be able to do it faster. You’ll be much more familiar with the process, which will help you streamline the process.

And, when you perform your next audit, you can track changes by comparing your numbers to your previous audits.

Over time, you will have a vivid picture of how your social accounts are developing.

Calculate budget and ROI.

Do you include ads in your marketing strategy?

If so, you’ll want to make them a component of your audit.

Ad platforms on Facebook and Pinterest, for example, will record the performance, costs, and other metrics for the ads you run.

Analyze which ad types and creatives are bringing you the best results. You could invest more of your budget into these while dialing back others.

This way, you can avoid spending money on advertisements that don’t deliver the most value.

Even small experiments with paid campaigns can help you better calibrate your organic efforts.

I integrate SEO and PPC for this very same reason.

I run a quick PPC campaign to find the keywords that convert best within an industry. Then, I’ll start building out content and SEO campaigns around this new data.

The same applies to social. Run paid campaigns to quickly identify top content, audiences, and so on. Then, tailor your organic efforts around what already works.


A social media audit doesn’t have to be long or tedious.

If you follow what I’ve outlined in this article, you can complete yours in as little as 30 minutes.

Every social media platform offers analytics and insights that you need to take advantage of.

You’ll become a master at all of them with enough practice.

They will enable you to improve your marketing strategies and speak to your audience in their language.

Preparation and organization are the keys to a successful audit. That’s why a simple spreadsheet is so handy.

You’ll want to keep a record of how these numbers increase or decrease over time. That way, you can draw conclusions about what’s working and what’s not.

Set a schedule to perform your audits, too. You could do them on a weekly, monthly, or quarterly basis.

Don’t be afraid to experiment by trying out new networks. You can add these to your next audit.

Set goals based on the collected data, and you’ll be consistently growing your social accounts over time.

What do you think is the most important part of a social media audit?

The post How to Conduct a Social Media Audit in Just 30 Minutes appeared first on Neil Patel.


How to Get More Facebook Traffic by Posting Less

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I continuously hear the same questions from my clients:

“How can I start using Snapchat?”

“Should I be posting more Stories on Instagram?”

These new platforms are obviously important. But my response is typically the same:

“Well, what are you doing with Facebook, first?”

Facebook might seem old and tired now. But it still tops the charts at nearly 2.2 billion people who are active at least on a monthly basis.

Of those, over 63% (or 1.4 billion) log into Facebook on a daily basis.

Going by the most recent tally, global penetration for the social network is an astounding 22.9%.

This means that more than one in every five humans is on Facebook.

It’s enough to make any marketer’s mouth water.

With so many people using Facebook, it would be natural to assume that posting more content to the social site would give your content more opportunities for users to see it.

But that’s not exactly how it works. In fact, it’s actually the opposite.

Wait. Why would fewer posts mean more reach? Does that even make sense?

Actually, it does. Here’s why.

Facebook’s new algorithm prefers quality over quantity

Your organic reach is the number of people who see your “free” posts.

And while there are strategies to boost your organic reach, it’s only getting harder and harder.

In fact, the vast majority of Pages have seen a continual decline in their organic reach over the past several years.

Some suggest that the changes to organic reach reflect a shift in the company’s priorities as Facebook focuses on maximizing profits from its hugely popular advertising system.

The chart above shows how Facebook’s stock has increased while average organic Page reach has decreased, implying some sort of correlation.

Changes that Facebook has made to the News Feed algorithm mean that Facebook Pages can count on much less organic reach than before.

One of the specific changes to the algorithm pertains to how Facebook counts post views.

Previously, Facebook would count a post as a view if it merely appeared on a user’s News Feed even if that post never appeared on the user’s screen.

With the algorithm changes, a post must actually make it onto a user’s screen before Facebook will count it as a view.

It’s always been this way for paid (or “boosted”) posts, but it now counts organic reach in the same way.

This change would be significant enough to reduce organic reach.

According to a post from Mark Zuckerberg, they made these changes to the News Feed algorithm as part of a new direction for the platform.

They want to help Facebook users have more “meaningful interactions” on the platform by making sure they’re seeing content from family, friends, and relevant branded content.

But here’s the bottom line:

Due to the overflow of marketing content on Facebook, the algorithm underlying the News Feed now prioritizes paid content over organic content.

This limits a Page’s ‘organic’ content from dominating the News Feed and allows users to see more posts from their friends and family.

Of course, their alternative is for you to pay to promote your posts.

And Facebook has developed ways of weeding out all the noise so that only the trustworthy, informative, and relevant content remains.

For example, here’s a full list of posts they will automatically de-prioritize in users’ streams:

Posts with clickbait headlines:

Posts in which you attempt to “engagement bait” the audience:

Posts that share fake news:

Posts that appear to be videos but really aren’t (“video clickbait”):

Posts that link to low-quality websites:

Posts that contain or reference outdated information:

Videos that are extremely short:

But wait, there’s more.

Facebook breaks the News Feed algorithm into four components:

Inventory, or the total amount of available content that could potentially show up in your feed
Signals, or the various considerations about the content that determine whether it shows in your feed
Predictions, or considerations about the person posting a piece of content
Overall score

With the News Feed algorithm having undergone some pretty extensive changes and an overall refocusing, it’s a sink-or-swim situation.

You have to learn how to compensate for the new status quo. Otherwise, you’ll sink into News Feed obscurity.

But what if you want to actually grow your reach and gain more traffic? Is that still possible in lieu of the News Feed prioritizing in-network content?

It absolutely is.


And you can do it while posting less content on Facebook than ever before. Plus, by posting less content, you’ll save time.

Here are five tips to help you do this.

1. Familiarize yourself with how the new algorithm works

The “signals” are the only component of the algorithm that you can control.

You can see some of the signals the News Feed algorithm essentially scores as it determines whether a post should appear in a user’s feed.

Some of the key signals include:

When someone posted a piece of content
What type of content the post is
How much engagement (e.g., likes, comments, shares) the post has gotten
Who’s been engaging with the post

How, exactly, do you influence those signals?

Here are some of the bigger factors in Facebook’s algorithm:

News feed visibility
Interest or relation of a user to the Page
Post performance (clicks, views, etc.)
Past Page performance
Type of content (text, video, etc.)

If you want to improve your Facebook traffic, the first step is to familiarize yourself with these.

Then, focus on the ones that give you the best bang for your buck.

For starters, you can create videos.

2. Start making videos and doing live video streams

Internet users have uploaded more video content online in just the past month than network television generated in 30 years.

In fact, online video now accounts for about two-thirds of all online traffic — a figure that could climb to 79% within the next two years.

According to current predictions, live video will account for 13% of all online video by 2021, which, in turn, could be over 80% of global web traffic and 85% of web traffic in the U.S.

To really put it into perspective, a single minute of video content is worth 1.8 million words.

And marketers have figured this out.

81% of businesses are already using video as part of their marketing and traffic growth strategies.

That’s a pretty substantial increase, as just 63% of businesses were using video in 2017.

Of those businesses that aren’t yet making video content, 65% of them have plans to start by the end of the year.

But does the demand for video really warrant such a heavy investment?

First, consider this:

Facebook wouldn’t be getting into original scripted content — much like rival platform YouTube has already been doing — if the company wasn’t confident in video.

500 million Facebook users — which, as you’ll remember, is roughly 25% of all Facebook users who are active at least monthly — watch some amount of video on Facebook every day.

And when viewers watch good videos, they love to share them.

In fact, 12 of the 14 most viral Facebook posts of 2017 were videos:

Perhaps most importantly, Facebook’s algorithms seem to prioritize video over non-video content.

A study from Locowise discovered this when they looked at 500 different Pages.

They found that when a Page posts a video, an average of 16.7% of their fans will see it.

Considering that the average for all types of content is only 11.4% of a Page’s fans, video clearly performs better.

Buzzsumo broke down the Locowise data further, noting that photos reach an average of 11.63% of the audience while links and text reach 7.81% and 4.56% of the total possible audience, respectively.

So, when a Page posts a video to Facebook, it gets substantially more reach than links, photos, and text content.

This goes to show that video is crucial when it comes to marketing in the Digital Age, and it will likely remain so for the foreseeable future.

For someone who wants to increase their traffic and overall presence on Facebook, video could be the secret to their success.

Video will give you the most bang for your buck, too.

If you plan to start making video content for Facebook — or if you want to make your current video strategy even better — here are a few simple tips to keep in mind:

Facebook users often watch videos without sound

Since you can’t know whether your viewers will have the volume on or off, you should add captions to your videos to ensure that you get your message across

This is something that I need to start doing as soon as possible considering the captions I use on YouTube don’t auto-play on Facebook

Use a “square” — or 1×1 — format 

Square videos perform better than a more traditional aspect ratio

Whenever possible, record and export your videos at a resolution of 1080p, or 720p at the bare minimum, as videos often drop in quality when you upload them

You might also consider becoming familiar with Facebook’s best practices for live video.

3. Make sure your content is high in quality and offers real value

Unfortunately, your opinion of high-quality content doesn’t always matter.

Instead, it’s all in the eyes of your customers.

What content do they like to see?

What kind of content do they find most valuable?

What content do they find emotionally or intellectually engaging?

Take my audience as an example.

My audience consists of people who are looking for marketing and growth-hacking tips, so my content focuses on topics within that niche.

When I post a link to Facebook, I include a concise, accurate description that features particular buzzwords from the article so that my audience can quickly tell what the article is about.

The article itself follows all the content marketing best practices.

The paragraphs aren’t too long, I don’t use overly-complex language, and I break them up with plenty of visual elements.

It’s not even about the web design.

The page is actually relatively simple, which lets readers quickly zero in on the real value: the content.

Most importantly, if you look back to my Facebook post, you’ll realize that it accurately conveyed what was in the article while still making the link enticing.

The trick is to use these click clues from your audience.

The relationship between you and your audience is a two-way street.

They give you feedback in the form of views, clicks, likes, and more.

That should give you an indication of what to do more or less of to meet their needs.

Ultimately, that’s what ‘relevance’ means.

The good news is that it’s really not hard to create great content as long as you put the time and effort into your content development, creation, and marketing processes.

The bad news is that it takes a lot of time and money to do all of this.

But there’s potential for some pretty incredible payoff in the end.

According to recent estimates, content marketing will be a $300 billion industry by the end of 2019.

This is because companies are recognizing that the Internet is full of content, and the ones who have the best content are usually the ones that win.

So, pull other tactics into the equation to help supplement your workload.

According to the CoSchedule Rule of Thirds, you can curate as much as one-third of your total content.

When you curate your content properly, it can have great reach and audience engagement.

4. Actively engage with your audience

There are two critical Facebook traffic-generation concepts to master: reach and engagement.

Basically, “reach” refers to how many people see your post.

“Engagement” refers to interactions with your post, such as likes, comments, shares, and so on.

Obviously, both are important for different reasons.

It’s kind of a Catch-22:

You can’t get meaningful engagement without a big enough reach.

But you also can’t increase reach today without engagement.

And that’s a big problem because most Pages have way less organic reach with these new algorithm updates.

That’s why you need new ways to cultivate engagement every chance you get.

And one of the best ways to get your audience to engage is to have “meaningful interactions” with them.

It can be as simple as this:

When someone comments on something you’ve posted, respond to that person’s comment.

Actual interaction is great for increasing your Facebook traffic.

When you acknowledge a person, you give them a feeling of validation that causes him or her to be more likely to engage with your future content.

You’re building relationships with members of your audience. In turn, they become more likely to share your content with the hundreds or thousands of people in their networks.

Don’t overcomplicate this point.

For instance, I try to reply to every single comment I get on Facebook. Sometimes, I’ll even dialogue back and forth with users.

Each comment only takes a few seconds to write. But it shows people that I really care about what they’re saying.

The other benefit of this strategy is that it gets my audience to interact with their own comments.

I’ll jump in to help, and then other readers will also add to the conversation.

Social media experts like to throw around the words “engagement” and “community,” but they rarely explain what those words mean.

The best sign that you’re onto something is when your fans start to interact with each other.

And the only way that starts is by you taking the lead.

You have to do this day after day, week after week, month after month.

5. Promote the right posts at the right time

Fewer businesses are able to rely on organic reach alone with these algorithm changes.

But, at the same time, being smart with your Facebook advertising budget is more important than ever.

So, how do you know which posts you should pay to boost and which posts you shouldn’t?

Everything you need is right there in your analytic data under Facebook Insights.

When you use them strategically, boosted posts can have an immense effect on your traffic by increasing your reach and engagement.

It starts with creating a budget for Facebook Ads.

Now, this is a complex topic by itself.

Fortunately, I’ve already written all about how to create and spend your marketing budget. So start there, and then come back when you’re ready.

Once you set a budget, you have to decide how much of that budget you want to spend promoting the right posts.

Don’t just pay to promote every new post.

Why? You don’t know for sure whether those will resonate with your audience or not.

Instead, use the best posts from the past. Rely on your Insights data to figure out which posts are already your top performers.

Check out “Posts” to get a read on how current ones are performing:

Then, put your budget behind those to reach new audiences.

Facebook also introduced a new feature that lets you spy on the competition’s best-performing posts.

Look for “Top Posts from Pages You Watch.”

This strategy is perfect if your own Page is relatively small.

In that case, you might not have enough data to draw any real insights.

Instead, use data from other popular brands that your own customers might follow.

Let’s say that you have a new SaaS app for marketers, but you don’t have any followers just yet.

That’s no problem. Crazy Egg already has over 10,000 fans. Kissmetrics has another 40,000.

From these pages, you can get real, actionable ideas that others have already had success with. And you can find this data in about ten seconds.

If you have enough of your own analytics data, then you can use it to predict how your posts will perform if you deliver them to a larger audience.

If your audience liked a post and engaged well with it apart from you boosing it, then you can expect to see an increase in engagement if you boost it.

It’s really as simple as that.

When you adopt this practice of promoting only the posts that have proven to have high pre-boost engagement, you’ll find far greater success than if you haphazardly boost new posts that you haven’t had a chance to test.

For best results, avoid these practices

As I bring this post to a close, I want to point out some of the things you shouldn’t do if you want to increase your Facebook reach, engagement, and traffic.

Don’t post more than two or three times per day.

If you post more than that, your content will be competing with itself. Plus, it’s virtually impossible to enforce quality standards when you have excessive output.

Don’t exclusively post links to your own products and services.

Today’s consumers are savvier and can smell inauthenticity from a mile away. If you’re only posting your own products and services, it says that you’re more concerned with self-promotion than you are with your actual audience.

Don’t overuse hashtags.

You can use hashtags occasionally to punctuate a piece of content or to make it easily searchable. But audiences are actually put off by hashtags when you string lots of them together in a single post.

Don’t forget who your audience is.

Use the demographic data available to you and tailor your content to your actual audience.

By simply avoiding these practices, you’ll start attracting traffic to your Page in no time.

The best part is that these tips really aren’t that hard to implement.

You just need to think about what you’re posting, why you’re posting it, how you’re posting it, and who you’re posting it for.


If you’re trying to get more traffic to your Facebook Page, it’s natural to think that more content is better.

But you’d be wrong.

With Facebook’s new algorithm, organic traffic is difficult to come by. If you want to maximize your efforts, you need to focus on quality over quantity.

Start by learning more about Facebook’s algorithm so you can post content that will perform well on it. If you don’t, you’re flying blind.

Video content is huge on Facebook. If you’re posting less, you’ll find the best return on your investment by creating high-quality videos.

In every post, offer your viewers real value.

There is endless content on the Internet, so you need to post high-quality content to stand out and gain a loyal following.

And as your fans engage with your content, interact with them to build relationships and stimulate more engagement.

It’s a two-way street, and it takes time. But the following you’ll gain is worth the effort.

Finally, don’t be afraid to boost some of your posts.

But be strategic about which posts you boost.

Invest in the ones that you’ve already seen users engage with to ensure that you don’t waste your marketing budget on a post that won’t perform well.

Overall, it’s not difficult to grow your audience on Facebook. You just need to use the right strategies.

If you’re using the tips and tricks I’ve provided here, you’re well on your way to bringing in precious traffic while posting less.

How are you planning to increase your Facebook traffic by posting less?

The post How to Get More Facebook Traffic by Posting Less appeared first on Neil Patel.


21 Ways to Improve Your Facebook Ads With Better Targeting

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When was the last time that you searched for someone on Facebook and were shocked to discover that they didn’t have an account?

It’s probably been a while.

We’ve all had that happen, but it’s pretty rare. Nearly everyone is on Facebook nowadays.

With so many people in one place, Facebook presents a huge opportunity for businesses to reach out and connect with potential customers.

But unfortunately, it’s not quite as easy as it once was. You and I both know that the reach of organic content is decreasing.

Facebook changed their algorithm in January in a major way.

They made it so that people would see more personal content in their news feeds and less public content like posts from businesses, brands, and the media.

This is where Facebook Ads come in.

Paying for ads is becoming increasingly important if you want to reach your target audience.

But spending money doesn’t guarantee success. You could spend good money on Facebook Ads and still struggle to get results.

But if you’re going to invest in Facebook Ads, you want to make sure that you know what you’re doing. And a great place to start is your targeting.

That’s what I’ll talk about in this post.

I’m going to show you 21 ways to improve the performance of your Facebook Ads by simply fixing your targeting.

First, let’s talk about why targeting is so important and how it can dramatically affect the results of your ad campaign.

Targeting can make or break a campaign

Targeting the right people with the right message is the key to a successful ad campaign.

Are you familiar with the traditional sales funnel?

Customers at each stage of the funnel are looking for something different.

If you target someone in the “know” stage with a sales call to action, you will fail.

If you target someone in the “trust” stage with an informational message, you’ll still probably fail.

Targeting is not simply figuring out the general demographics of your audience.

If you get any of a wide variety of traits wrong, you won’t yield the results you want, no matter how amazing your ad looks.

If you send the perfect message to the wrong audience, they won’t click it.

Not only that, but Facebook’s Relevance Score has shown that the better you are at targeting the right ad message to the right audience, the lower your cost per click will be.

AdEspresso decided to test this measure.

They targeted two different audiences and ran the exact same ad to both of them.

The results were dramatic.

The one with better targeting had a lower cost per click and gained four times more clicks!

So here’s the takeaway for you:

Proper targeting will not only make your ads more successful, but it will also lower your overall cost of running them. This improves your ROI and boosts your bottom line.

You need to fix your targeting before you fix any of the other issues your Facebook Ads may have.

Now, I’ll show you 21 ways to improve your targeting so you immediately see better results from your Facebook Ads.

1. Start with a combination of basic demographics

When you’re setting up an ad, the first thing Facebook will ask you to do is select the location, age, and gender of your target market.

Selecting only these three targeting options is a huge mistake. It will make your audience far too large.

That doesn’t mean that you should ignore them, though. Don’t be so focused on the advanced options that you skip past the basics.

Facebook offers free courses on how businesses can use their targeting options.

If you check out their advertising course options, you will notice that there are several basic courses to help you build a solid foundation.

They recommend that you take these courses before you get into the more advanced targeting classes.

Make sure you narrow down all three basic fields for every ad you create. This should be your first step for audience targeting.

Even if everyone from the ages of 18 to 65 could use your product, you shouldn’t try to speak to everyone with the same ad.

Every time you make your ad too broad, you set yourself up for failure.


2. Target your audience’s interests

Trying to target your ideal customer just based on demographics like age and gender isn’t going to cut it.

That’s why you need to be very specific with your targeting.

If your target audience is too large, your click-through-rate will be low, and your ads will fail.

The best way to narrow down your audience is by defining the interests of your ideal customer.

Make sure you narrow your focus as much as possible.

One of the best ways to do this is with the “but no one else would” trick.

The way to do this is by selecting a specific interest that no one other than an avid fan would have.

If you want to sell to golfers, don’t choose Tiger Woods. He’s so popular that even non-golfers may be fans.

Bubba Watson is a far better choice. Only serious golf enthusiasts would know him and like him.

There are thousands of different interests you can choose to target with Facebook Ads.

Simply go into your ad settings and find the “Interests” section.

Type any possible interest into the search box and it will populate suggestions for you.

This gives you a description of the interest and how many people on Facebook currently share it.

But selecting a single interest will still result in far too broad of a target group.

Over 850,000 people are interested in me alone. That may be flattering, but it isn’t useful as a target market.

You need to either select multiple intersecting interests or combine this targeting with at least one of the other methods below.

For example, this Dr. Pepper ad is targeting three intersecting interests:

College students
People who like college sports
People who like soft drinks

You can see that they’ve perfectly targeted the visuals and messaging in the ad to their chosen market.

Had they used one of their other ads, like this one, it probably would have failed.

Make sure your ad message suits the interests of the audience you’re trying to target.

3. Find people already looking to buy your product

Whether you find it creepy or not, Facebook can generally tell if you’ve been online searching to buy something.

If you sell a high-end product, this is an excellent way to target customers.

73% of consumers research a product online before purchasing.

The purchase consideration window is not very large though. For most products, you have a week or less from the time a customer starts shopping until they buy.

Even for products worth more than $500, 54% make their decision in less than a week.

By the time two weeks have passed, 75% of people have made their purchase.

Facebook can identify your ideal customers who are already in the looking-to-buy stage and instantly target your ad to them.

This means even if they haven’t heard of you yet and have only been researching on competitor sites, you have a chance to steal them away before they make up their mind.

Since most consumers make up their mind based on price, a targeted Facebook Ad offering a discount could be enough to persuade them to purchase from you over the competition.

How do you do this?

Within Facebook Ads, there is a section called Behaviors.

You can try typing in ideas and see what is suggested or you can browse.

There are a ton of different purchase options to choose from.

Even within folders, there are subfolders so you can narrow it down as much as possible.

If you sell modern, high-end furniture, target the purchase behavior for ‘modern sofa’ rather than ‘sofa’ or ‘furniture.’ Then create the ad specifically focused on your modern sofas for sale.

4. Target people by their income level

Do you have a high-end product that is typically only bought by people making over $100,000 a year?

Is your ideal customer a broke college student?

If your service or product is targeted to people of a specific income level, then your ads should be targeted the same way.

Facebook allows you to target consumers through 30 different financial behaviors. This helps make sure that the people seeing your ad are the ones who will be able and willing to buy it.

Under the Demographics section, you can target by Income, Net Worth or even Liquid Assets.

How does Facebook know my income?

Well, it doesn’t. Not exactly.

They use a host of third-party data, combined with general demographic, household, and other information they have to come up with an approximation.

It won’t be perfect for every person, but it doesn’t have to be.

Targeting by income will still be massively more effective than trying to target everyone.

Imagine you’re selling engagement rings.

What’s more successful?

Creating one ad showing a mid-range ring and trying to connect with everyone looking to buy a ring?

Or targeting low-income men with your most affordable rings and targeting the most affluent guys with your largest, priciest diamonds?

With the first technique, you’re likely going to lose both audiences, even though they’re both in the market to buy an engagement ring.

Here’s an ad for affordable homes targeted at low-income consumers:

5. Focus on where your audience works

Does your product or service appeal to people in a particular industry or occupation?

In the demographics section, you can narrow down your audience by work categories.

Aleja Seabron, Social Media Manager, agrees that proper planning, including knowing what your target audience does for a living is “by far the best thing you can do to ensure you are spending your ad dollars wisely.”

First, browse by demographics, and then select work.

Now you can search for a specific employer or job title or you can search by industry.

You’ll notice that the amount of people in each industry pops up on the side.

Most of these are way too large to be effective on their own.

There are almost 10 million business and finance professionals on Facebook.

That’s way too broad to be a good target market. Combine it with other options to improve your audience, or narrow it down by choosing specific job titles within the industry.

You can also target by office type. If you’re trying to reach startups or small business owners, this option can be very useful.

Here’s an example of an ad targeted to construction professionals:

6. Target home ownership

Facebook allows you to target people based on whether they own or rent their home.

Not only that, but you can narrow it down to whether they are a first-time home buyer or not.

You can find this under the demographics section.

You can even choose home type:

Why does this matter?

This is obviously a great way to target ideal customers if you’re a realtor.

But what about the rest of us?

Well, knowing if someone is renting or owning can be useful for companies selling insurance, large appliances, home-care services, and a wide range of other things.

First-time home buyers are also likely to be shopping for everything that needs to go in that new home, from kitchenware to a living room set.

Julie Van Ameyde, Marketing Consultant at Simply Social LLC shares:

My students and clients ask me all the time what is the most important thing to finding success with Facebook Ads. I tell them it is: Targeting, Targeting, and Targeting! Facebook allows us to do what most other forms of advertising do not: the ability to hone in our target market. Whether it is by demographics, location, interests or behavior make sure you know your perfect client.

7. Group your audience by their level of education

Knowing the education level of your target market helps you customize everything from tone to the language of a campaign.

It’s also important if your product is suited for people with a certain level of education.

If you’re a school offering Master’s Degree programs, you want to target people who already have a Bachelor’s.

Education is under the Demographics section.

You can also narrow down by field of study, specific school attended, or undergrad years.

This one can be particularly useful if your service is aimed at recent graduates.

Is your product for experienced professionals?

Choosing a graduation year further in the past can help you target people who have been in the workforce longer.

68% of all Facebook users have a college education.

If your ideal consumer has a secondary education, Facebook has a lot of potential for reaching them.

Just make sure you target your ads so you’re not wasting money showing them to the other 32% of the population who aren’t your ideal customers.

8. Decide if your ads are ethnic

If you live in the US, you have the option to select an ethnic affinity.

You can find this option in the Demographics section.

America has a rich and diverse background with people from many different ethnicities.

If your product or service is more popular with a particular ethnicity, this option can help you target the right ad to the right group.

Keep in mind, that if you’re targeting an ethnicity, and your ad has people in it, they should be of the same ethnicity.

9. Target people with children

Under Demographics, you can choose to target people based on their parental status and the age of their child or children.

You can also specifically target moms.

These options are useful whether you’re selling kids’ products or services specifically for parents.

This is also great for products and services that are meant to be time-savers or stress-relievers.

Parents are known to have larger budgets for many household items such as groceries.

Research shows that they also take their children’s interests into account when making the family or household purchases.

This means, knowing what demographic their child fits into and targeting to the kid’s interests can improve ad results.

10. Search out people who love to travel

Facebook Ads gives you the ability to select your audience based on their travel behaviors.

You can select from any of the following options:

All frequent travelers
Business travelers
Currently traveling
Frequent International Travelers
Returned from trip 1 week ago
Returned from trip 2 weeks ago
Used travel app (1 month)
Used travel app (2 weeks)

Of course, travel providers are the obvious choice for this.

But these options are useful for tons of other businesses too.

For example, consider the following:

People who are frequent travelers may be either well-off or in a job that requires travel
Business travelers are an ideal market if you have a B2B business
Commuters may be more interested in products that help pass the commute time, such as e-books and mobile apps
People who are currently traveling near you are the perfect audience if your product or service is directed at tourists

11. Focus your ads on people with similar political beliefs

Facebook Ads allow you to target people based on their political beliefs, as long as your ads are for the US.

Political options can be found under the Demographics section.

You’ll notice the bottom options are all self-reported.

This means Facebook can only target the people who have voluntarily chosen to put their political views in the About Me section of Facebook.

This can be helpful if your product or service relates better to one typical political view over another.

57% of consumers are more likely to buy from or boycott a brand because of its stance on a social or political issue.

In other words, targeting those who align with you politically, and avoiding those who won’t, should immediately increase your ad performance.

12. Target couples who have an anniversary approaching

Under demographics there is a Life Events option:

Within this category, you can find the anniversary choices.

You can choose to target people with an anniversary in the next month or the next two months.

If you’re trying to target people ready to buy a present, this is a good option to select.

Anniversaries and holidays are huge events for retailers.

Valentine’s Day alone was predicted to rake in close to $20 billion in consumer spending this year.

13. Search out friends of people celebrating a milestone

Another great way to find people ready to buy presents is to seek out friends of people who are about to celebrate something.

Whether it’s birthday presents, housewarming gifts for people who recently moved, or baby shower gifts for people who are expecting, you can select it here.

14. Focus on people who are in a long-distance relationship

Another option under the life events category is a long-distance relationship.

As you can see, there are millions of people currently in long-distance relationships.

If you sell gifts with fast delivery, this can be a great market when combined with upcoming celebrations, anniversaries, or holidays.

Imagine realizing you forgot to send your partner something for Valentine’s Day and you suddenly see an ad promising same-day delivery of flowers.

People in long-distance relationships spend more money on travel, events, and restaurants than other couples.

If your product or service falls into one of those categories, this is a worthwhile group to target with your Facebook Ads.

15. Target people who are currently away

Other life events that may be worth targeting are people who are currently either away from their family or away from their hometown.

Facebook can tell by location data whether someone is currently away.

This is similar to targeting those in a long-distance relationship.

People who are away from home spend more on food, whether it’s through restaurants, hotels, recreation sites, vending machines, or schools and colleges.

It can also be used to target people who might be looking to change a career, or are homesick and wishing they could find a cheap travel option to visit.

16. Promote to new hires

Life events can always be triggers to shop and a new job is no exception.

You can target people who just started a new job under the life events section.

A new job could mean a raise and therefore more disposable income.

It could also mean a new dress code and a need to buy new professional clothes.

It’s important to dress for success, whether it’s for an interview or a new job.

This is also a good potential market if you offer professional or personal improvement courses and services.

17. Target buyer profiles

Similar to purchase types (#3 above), this is another way of targeting shoppers who are likely ready to buy.

Buyer profiles are found under the Behaviors section.

These people are considered to be strongly aligned with the given profile based on their activities and characteristics.

Using this option can help you target people most likely to buy your type of product.

If you’re not sure what your ideal customer’s buyer profile is, there are tools that can help you figure it out.

A good place to start is Facebook’s own free Audience Insights tool.

18. Search for people in expensive homes

Under demographics, select Home.

Then choose Home Type, followed by Home value.

Now you can select from a range of home prices to target your ideal customer.

This can be a great alternative from targeting by income if you want to target people able to afford luxury or high-end products.

People may have no income if they are a stay-at-home parent or are retired.

But they could still have a significant amount of disposable income and be the decision maker when it comes to large purchases.

Combining home cost with location can make this targeting even more specific because people in the most expensive homes generally choose to live in one of the United States’ “power markets.”

19. Target gamers

Gaming is a huge market, and there are multiple ways to target gamers with Facebook Ads.

The first option is found under Buyer profiles. Simply select Gamers.

A second option is under Digital activities. Here you can select Console, Canvas, or Facebook gamers.

There’s also a third option, which you can find under the interests section.

Beneath the Consumer electronics drop-down, you can select Game consoles as an interest.

You can target one of these or all three to see which performs better.

Combine this target with age to get the best sales results.

Gamers under 35 are much more likely to pay to download a game.

20. Focus on a good cause

Are you a non-profit organization?

Maybe you’re partnered with one or your business supports one.

If you have any affiliation with a charity, focusing on people who support it can be a smart advertising tactic.

3 out of 5 Americans expect businesses to lead the way in improving society and the environment.

This means that 60% of people are very conscious of the brands and businesses they buy from.

Target people who are interested in the same causes that you support.

You can find people who donate to or support charitable causes under the Behaviors section.

21. Target mobile phones

Under Behaviors, you can choose to target people based on which device they use to log into Facebook.

If your product or service is related to cell phones or tablets, particularly if it’s only supported on either Android or Apple, then this is a good way to narrow your audience.

People are very loyal to their phone brands and operating systems.

Over 90% of Android users are unlikely to switch to an iOS system.

This means if you’re selling an Android-related product, you should immediately exclude iOS users from your targeting.

It also tells you that people will most likely be viewing your ad on mobile, so make sure it’s mobile-friendly.


Facebook Ads can work extremely well for your business.

You can even build a six-figure business in 90 days using them.

If you don’t see the results from your ads, start narrowing down your target audience with the options I walked you through today.

There are a ton of combinations you can choose from to perfectly define your target market.

Don’t worry about going too narrow. Your market and ad need to be specific and perfectly-matched if you want to see results.

Remember, there are billions of people on Facebook. You can narrow down your focus to only a tiny portion of them and still be raking in the profits.

Facebook Ads are very effective when done right. As long as you understand your ideal target market, and use these methods to reach them, you will see the ROI for your ads improve in no time.

Which targeting choices have given you the best return on investment so far?

The post 21 Ways to Improve Your Facebook Ads With Better Targeting appeared first on Neil Patel.


10 of the Best Ways to Use Instagram Multiple-Image Posts

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Visual content is dominating the social media landscape.

Adweek cited a study last year with a sample size of 300 marketers, where 53% of participants indicated 91-100% of their published content as visual content. This trend is rising.

It’s safe to say that visual content drives engagement harder (and faster) than any other form of digital content.

And it’s for this reason that Instagram continues to rise faster in popularity over any other social platform.

In fact, Instagram closed 2017 with 800 million users. Between April and September, it saw the addition of 100 million new users.

How did it jump by an extra 100 million users in under five months?


People want to see things rather than read about them.

You can no longer afford to ignore the power of Instagram’s platform.

Instagram makes it easy to share vivid, often beautiful visual storytelling.

This is no more evident than with the addition of the multiple-image post, otherwise known as the Instagram carousel.

Your customers want a visual experience

Brands like Letterfolk use Instagram carousels to engage followers with themed images.

You can even use carousels to tell deeply personal stories about your brand’s core values.

Look at how Nike uses an Instagram carousel to celebrate the hard-earned victories of two athletes.

Can you blame people for wanting to spend more of their time there?


Humans share the stories that give us the best experiences.

We laugh at something, and it feels good, so we remember that feeling and try to share it. This is why memes are so popular.

As they say: show, don’t tell.

Visual storytelling is the core of Instagram’s purpose.

Since October 2010, Instagram has offered users easy-to-use tools for sharing the most important parts of their days.

Users do this by showing.

Why would this matter to you when you’re focused on prospecting customers?

If they aren’t your customers right now, you want to capitalize on showing them why they should be.

Otherwise, you’re leaving money on the table.

Here’s the key takeaway:

It’s pivotal for you to start using Instagram to show, not tell, your strongest points of value to potential customers.

Images allow people to share and experience their stories more than with plain text.

That’s the key word: Experience.

This is how you prompt your customers to move down the funnel.

Top brands are moving in quickly

54% of marketers are already ahead of the curve.

This means that there might eventually be less real estate for your brand.

Luckily, Instagram is all about easily sharing creative content.

The platform is also becoming more friendly for advertisers.

Here’s a useful Adage report on how Instagram is now integrating carousel-style ads into its Stories platform.

In a few steps, Instagram carousels make the process of telling your brand story much snappier.

Use this feature for stringing together engaging, actionable, and compelling stories for your customers and prospects to latch onto.

Here are ten ways that you can do this immediately:

1. Teach your customers

Let’s say you have a product that might require some extra expertise.

It could be a product that calls for manual assembly or a specific technical process.

Or, it could be a product with hidden features that are commonly overlooked by customers.

Somehow, your documentation isn’t enough to fully translate the value of your product to your customer.

In October 2017, startup Teforia closed after failing to educate their customers on the best way to use their proprietary technology.

When your customers don’t understand how to use your product, they won’t see how it solves their problems. This equals lost sales.

After all, you want to be the hero who saves the day, don’t you?

Yes, of course, you do.

So, utilize each image as a step along the way with an Instagram carousel, giving your users value by making their lives easier.

Technical products deserve to be shown in a technical way.

For many toys and games, the assembly is part of the fun.

Remember that carousels are also used to illustrate the aesthetic appeal of your product.

2. Share something unique

In addition to teaching customers the proper way to use your product, you can teach them how something happens in the world.

They might be curious about how you craft your product.

Or they want to go on an adventure.

Instagram gives you the ability to fascinate your audience.

Carousel lets you show it on a step-by-step basis.

It may be something they won’t get the opportunity to see otherwise.

How do we know this works?

With carousels, Harley-Davidson captured the attention of 1.4 million men in Australia and New Zealand between the ages of 18-35 in 3 weeks.

Novelty is entertaining.

So, engage your audience’s curiosity.

Your brand does something interesting every day. Show your followers how it’s done.

3. Showcase the best moments of a past event

Your customer wants to be where the action is.

Relevance is what makes your content worth experiencing.

Events are especially powerful sources of relevance.

This is because they happen within a short period of time.

And they tend to drive tons of excitement.

Out of 1,000 respondents in the 2018 Eventbrite Pulse Report, 64% of organizers expect to increase event budget in 2018, while 76% expect to run additional events.

Visualize the Super Bowl if you want a great mental image.

There are different “Super Bowls” in each major industry.

This is because people want to engage with what’s happening right now, in relation to what they’re most interested in.

ESL One is an esports event where professional gamers compete for millions of dollars inside popular video games.

Dance music enthusiasts look forward to watching their favorite artists perform at Insomniac’s EDC Las Vegas every year.

Case in point:

People who care about your product want to know where interesting things related to your product are happening.

But the most important moments are easily missed.

Nobody wants to attend that game they’d been waiting six months for only to miss the winning goal over a restroom break.

Use the Instagram carousel feature to deliver a play-by-play.

Sometimes, event highlights are the most important content for fans.

Even when your followers are unable to attend your events, they still want to know what happened.

Carousels allow you to immortalize the exact moments that define your brand’s identity.

4. Highlight the importance of an upcoming event

If your brand is driving engagement through events, then certain days hold more value than others.

This is a given, right?

You want your customers to know when they should be paying the most attention to your brand.

Do this by using an Instagram carousel to mark a day on the calendar.

Is it the day that your brand is revealing a new product?

Is there a competition that you’re trying to boost attendance for?

Are you organizing your customers around an activity?

Remember, your customers want to get excited about events.

Scarcity is the driving psychological force here.

60 Second Marketer cited a study that indicates 56% of social media users experience the fear of missing something important if they unplug.

Hype your event around scarcity. Nothing exactly like it will ever happen again.

Tap into their FOMO (fear of missing out) with a carousel.

5. Feature your products

Instagram is a great way to boost your e-commerce engagement.

Since 68% of Instagram users follow or engage with brands, this is a prime space to showcase your goods.

Instagram has made it as simple as placing photos of products together in a carousel.

And nobody will treat your content like an ad that needs to be tuned out.

Here’s why:

Your product posts will blend into your customers’ Instagram experience.

And what better way to tell your brand’s story than to show off a catalog?

Display your products in themed arrangements.

Want to know the best part?

Beyond a simple caption, you don’t have to write detailed descriptions about the specifics of what your products do.

Look at the body language in the following photos.

Each person is showing you how immersed they are by this Oculus headset.

By showing, I promise that your message will stick with prospective customers.

You want people to want your products.

And your products are more compelling when displayed in the context of a story.

6. Compare something before and after

Your brand doesn’t simply sell a product to customers.

Not at all.

Your brand exists to help people.

Your product is the weapon that your customers use to slay monsters.

And those monsters are your customers’ daily problems.

The trouble is, not all of them know that!


So, use a carousel to show your customers what their lives and homes might look like if they had your product.

A great way to do this is by using images to describe a scenario.

In one image, a problem is presented and your product is not.

And in another, your product has solved that problem.

Compare the two. Let your customers decide whether they’ll be OK without you.

This style of storytelling taps directly into Maslow’s classic hierarchy of needs.

Use this data to broadly determine what potential human need your product is fulfilling and position your carousel around that.

Why will this work for you?

People won’t realize they need your product until they’ve discovered that they can’t live without it.

7. Demonstrate growth over time

Use images to tell a story of growth and improvement.

How has something changed and improved over the course of time?

You can tell a success story about how your business began with one person in a college dorm.

Illustrate how it grew to the size that it is today.

Or, you can show how your product has persevered through unfathomable odds.

Or, how your customers will grow by using it.

Has your product paved the way for a brighter future?

Across two studies conducted by Sage Publications, participants identified more closely with a story’s protagonist when the narrative was relatable.

Become the protagonist that your followers look up to.

If you can do something, so can they.

Use a carousel to show your audience examples of change and growth over time within your business, product line, or industry.

When your followers transport themselves into your brand’s narrative, they’ll feel like your wins are their wins.

That’s the exact sentiment that you want to drive when telling your story.

8. Create a panorama

Instagram doesn’t allow its users to upload panoramas.

But they’re actually quite useful for sharing contextual information.

And who can deny that a well-composed panorama is pretty to look at?

Fortunately for you:

The carousel allows Instagram users to “hack” panoramas with an arrangement of photos.

This is paramount in any type of storytelling that calls for a visual landscape.

This panorama of Las Vegas would not be nearly as effective if it were condensed into a single square!

Get creative with panoramas. Make the most of each image and spread your story throughout.

Here’s another way you can maximize panoramas:

Use the added space to include in-photo ad copy.

The objective is to tap into your audience’s curiosity.

“Awe” was the most abundant emotional trigger across 10,000 virally shared articles.

It helps to bake intrigue into the layout of your carousel.

Use a carousel to hide information and reward your audience’s curiosity with each swipe.

9. Test your customers’ knowledge

People love to feel intelligent.

You and I are no different!

If you weren’t drawn to grow your skills and talents, you wouldn’t read my blog.

If I weren’t drawn to grow my skills and talents, I wouldn’t write my blog.

Customers are getting more intelligent too.

62% of buyers conduct search engine research on products at the beginning of their customer journey.

Bottom line:

Your prospective customer is deciding whether to spend their money with you.

And they definitely won’t spend their time and money with anybody that makes them feel dumb.

So, wouldn’t you like to give them more opportunities to feel smart?

Each time you confirm a customer’s intelligence, you are building valuable rapport.

For example, you and I are building rapport right now.

This is the kind of relationship that you want to have with your customer.

And Instagram can be a powerful tool for facilitating this process.

Here’s how:

Create a carousel with a question on the front image, and then have the next image contain a relevant answer.

Making your customer feel smart reinforces their confidence.

And if you offer your customers a spark of confidence, you will have improved their lives.

They’ll want to give you more of their valuable attention.

Take this Florida State University study for example, where 49 college-aged women paid more attention to models that closely represented their own figures.

The idea here is to be inclusive.

10. Tell a story through video

By default, Instagram limits videos to a total of 60 seconds.

Just enough time to show a minute of content total.

What if you want to tell a longer story?

Let’s say you have amazing content with engaging video that users want to view for a longer time than 60 seconds.

You might go to YouTube or Facebook.

But then how are you going to engage your audience on Instagram?

With carousels, you can place many videos onto a single post.

You can offer up to ten minutes of video content per post.

Why not present ten videos episodically, in a way that compels your customer to watch one after another?

Of course, the best part about video is that you have the opportunity to use both audio and visual.

Leaving an audio impression and a visual impression will empower your brand voice.

How do we know this works?

Videos have been proven to be even more compelling than static photos.

In the recent Facebook IQ study, 54% of millennial respondents from the UK watched consecutive video content without realizing it.

Meanwhile, 60% of millennial respondents from the UAE watched consecutive videos without realizing it!

The respondents in Kantar Media’s leg of the Facebook study were 1.2 times more likely to watch video on mobile than on a computer.

And that is why your Instagram content mix should include at least some video.

And what better way than to utilize the carousel feature?

Mix photos and videos together to weave an experience.

Don’t underestimate the hashtag

You are tapping into the latent potential of shared storytelling and connection.

And that means you want to leverage the versatility of hashtags.

Hashtags are how people search for relevant content on Instagram.

So use hashtags in your Instagram posts at all times!

You want to hit around 7 or 8 high-volume hashtags that connect your niche to the visual story that you’re weaving.


They are used to bridge the stories portrayed in your carousels to closely related topics, which pleases existing followers and attracts new ones.

Why do we prioritize hashtags on Instagram over other platforms?

Here’s why:

Your goal is to maximize Instagram’s tools by putting pleasing and useful content in front of your audience.

Hashtags on Instagram are built to let you direct your traffic by what people search for.

Your success on Instagram’s platform will be determined by what you show, when you show it, how it is arranged, and who it is directed to.

How to set up Instagram carousels

If you’re getting started for the first time, here are the steps to make your own carousel:

1. Select the image that you would like to appear first. The button depicting a stack of images will tell Instagram to accommodate multiple images in your post. When ready, tap “Next.”

2. Select up to 10 photos and/or videos. Tap “Next” again.

3. Instagram offers multiple filters to make your images pop.

Swipe back and forth on the filters bar to find the one that you’d like.

You can even tap the Venn diagram icon in the bottom-left corner of each image to apply filters individually.

When you’re ready, tap “Next” once again.

4. Place a caption on your image.

You can include a maximum of 30 hashtags. Once again, I recommend using 7 or 8 hashtags related to your niche.

Once you’re done, tap “OK” to publish your carousel.

See? I told you it’d be simple.

You want to figure out how to make this tool work for your business as soon as possible.

If you haven’t used the tool before, it’s OK to be overwhelmed. Carousels can work any way you’d like.


I’ve given you ten solid ideas on how to begin crafting great, organic content with Instagram carousels.

You can teach customers, show them something unique, or immortalize the best moments of a past event.

Or, you can boost attendance for an upcoming event, show before and after, or demonstrate growth over time.

Engage customers directly with themed product catalogs.

Create a panorama, test your customers’ knowledge, or tell a story through video.

Instagram is never worth stressing out over. It’s another (excellent) marketing tool, which is versatile and easy to get the hang of.

In this space, the learning curve is horizontal.

Meaning that while there’s always something unique to create, you can be relevant in your niche without mastering the medium.

Or, spending loads of your marketing budget.

As with any good content marketing, your ROI on Instagram will come from the strength of your content.

The only difference is that on Instagram, your images do most of the talking.

I hope that you’ve gained at least one actionable insight about how you will crush it with Instagram carousels in 2018 and beyond!

How do you use Instagram carousels to engage your audience?

The post 10 of the Best Ways to Use Instagram Multiple-Image Posts appeared first on Neil Patel.


6S Socialerts: Hello Vero, Scrappy Snapchat, and more

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Already in 2018, a consistent trend can be observed: social media users are crying for authenticity and connection. In response, the industry has shifted, with platforms like Vero reaching near critical mass, and Facebook introducing the biggest newsfeed shakeup in years. Marketers must be more agile than ever with their platform strategies, and the stakes are even higher in producing content that will truly connect with your audience. Here is the latest:

1) Vero is the new kid on the block

It’s never easy being new to the scene, especially in the social media landscape. The thought of adopting a new app is daunting, given our entrenched online habits and the sheer volume of content. Yet, Vero did a great job positioning itself as a platform for authentic connection. Furthermore, Vero’s subscription-based model will supposedly ensure the network does not to sell out to advertisers. The added bonus? A lifetime subscription was free for the first million subscribers. Talk about incentives!

It seemed like a revolution was underway… until it wasn’t. Over the week a series of technical glitches, crashes, and slow servers overshadowed Vero’s strong launch and promise. So, why are we still talking about it? Well, the excitement over Vero points to our dissatisfaction with current social platforms. Despite algorithms, we struggle to see content and people we want to connect with. Also, the rise of influencer marketing has more people curating their lives, dismissing true authenticity. A change is needed, but it remains to be seen if Vero is the answer.

What should marketers do? Don’t dismiss Vero yet. This is the platform to watch, not only whether or not it succeeds, but in how it could shift the overall mindset of what users expect from a social media experience.


2) Snapchat ain’t going down without a fight

For once, Kylie Jenner was a voice for the people when she took to Twitter and questioned if anyone used Snapchat anymore. This stirred quite a debate and may have even been responsible for a hit to their stock prices. In just a month, they implemented a number of tactics to stay relevant, including:

The introduction of a new analytics tool
Offering free credits to brands using vertical ads on other social media platforms
Offering its advertising API to everyone
The launch of the Snap Store
Introducing GIFs to Snaps

New features and offerings are nice, but are all these efforts a bit too late? Not quite! A social media use report by the Pew Research Centre found 18- to 25-year-olds check Snapchat many times (at least three) a day.

What should marketers do? If young adults are your target demographic (Kylie Jenner excluded), do not dismiss Snapchat yet. Keep an eagle eye on your analytics, and know that a downward trend could just signal the need for a content refresh.

sooo does anyone else not open Snapchat anymore? Or is it just me… ugh this is so sad.

— Kylie Jenner (@KylieJenner) February 21, 2018


3) Say hello to Facebook’s new organic reach reporting

Over the past few months organic content took a big hit on Facebook Pages. While marketers curse this latest algorithm update, Facebook updated its organic reach reporting to mirror the method employed for promoted posts. This allows us to understand the actual impact in more detail, and gives us more consistent data to compare to our paid efforts.

What should marketers do? Learn from this data, and use it to inform your paid strategy. It is now more important than ever to allocate budget to ensure the visibility of your content.


The post 6S Socialerts: Hello Vero, Scrappy Snapchat, and more appeared first on 6S Marketing.