The 360 Degree Marketing Group Blog

Photo vs video: Which should you be using for your Instagram advertising?

Posted by Lauren Jolly on Apr 29, 2016 11:00:00 AM

Being a visual platform, it is important to create meaningful and interesting photos and videos for your Instagram profile in order to create successful campaigns. Whether you choose to just use photos, videos or both, it is important to make sure you are adhering to your content strategy and following a key objective.

 

Photos

Photos are the simplest form of advertising on Instagram. If done correctly, they can depict a single product, event etc. which is easy on the eye and easy for the Instagram user to depict what the photo is all about.

 

Key photo takeaways:

  • Always use natural light for your photographs
  • Keep it simple. Think about background, lighting, props and so on but be careful not to overcomplicate or under complicate your photo
  • Take the photo with your phone camera not the Instagram app camera
  • Use different angles to get the best shot

instagram_android_screens.0.0.jpg

Videos

Videos require a bit more planning than photos. Whilst both photos and videos need to be well-crafted, videos are a slightly harder medium to master and you should think about how you are going to video your subject before commencing.

 

Key video takeaways:

  • Videos can only be 30 seconds or less so make the time count and only show the most relevant vision
  • Use a tripod to keep your vision steady and looking professional
  • Don’t forget the caption! Sure visuals should tell the story but it’s still important to include a short caption as well as 3-4 relevant hashtags
  • Use a video editing app to make your videos extra special

instagram-video-580.png

 

Both photo and video

Using both photo and video content for your Instagram profile will give you a strong advantage over competitors who may only be using one medium. Mix it up between the two, some content will look better by just using a still image and other content is best shown in a video. Carousel ads (a reel of different images) is also a great way to use multiple images to talk about the one subject.

The best way to keep track of which content is working best for your audience is to measure and analyse your data. This will allow you to see which format works best as well as best time/day to post, what subject matter works best and so on.

A few ways you can use photo and video for your business:

  • Shoot a product demo and answer users questions in real-time
  • Create a visual look-book of your work
  • Give users a personal look at upcoming events (e.g. sales, promotions, new staff members)
  • Invite users to enter contests or create their own video content for a competition
  • Humanise your business by putting a face to the company name

 

If you’re unsure which method you should be using for your Instagram profile or are wanting to analyse your Instagram posts, Click Here and someone from 360DMG will contact you. We’ll talk you through the best processes for having a successful Instagram account and can even manage your social media accounts for you.

Instagram Advertising Cheat Sheet

Topics: Instagram Advertising, instagram photos, instagram videos, instagram content

Did you know? Facts & Figures on Instagram Advertising

Posted by Lauren Jolly on Apr 25, 2016 11:00:00 AM

Instagram is increasingly becoming one of the most widely used and recognised social platforms today. This blog outlines some key facts and figures relates to Instagram users (personal and business), content, engagement and revenue/ads.

 

Users/Business users

  1. Instagram has over 400 million active users worldwide
  2. Instagram users have shared over 30 billion photos to date
  3. Instagram users share an average of 70 million photos each and every day
  4. 70 percent of Instagram users come from outside of the United States of America
  5. 96 per cent of US fashion brands use Instagram
  6. Business-to-consumer marketers are significantly more likely (60 percent) to increase Instagram activities than Business-to-business marketers (40 percent) this year

 

Content

  1. The average caption on Instagram is 138 characters long, including hash tags
  2. Open background and single dominant colours return more likes
  3. High lightness generates 24 percent more likes than dark images
  4. A high amount of background space generates 29 percent more likes than those with minimal space
  5. Images featuring blue as the dominant colour generate 24 percent more likes than images that are predominantly red
  6. A single dominant colour generates 17 percent more likes than images with multiple dominant colours.
  7. High levels of texture generate 79 percent more likes
  8. Photos and stills generate 36 percent more likes than videos
  9. Instagram photos with faces get 38 percent more likes

 

Engagement

  1. Instagram posts generated a per-follower engagement rate of 4.21 percent
  2. The Instagram app delivered brands 58 times more engagement per follower than Facebook and 120 times more engagement per follower than Twitter
  3. Posts by brands receive on average 216 comments
  4. After a post has been made, 50 percent of comments are posted in the first six hours and 75 percent posted in the first 48 hours
  5. @mentions in captions receive 56% more engagement
  6. On average, posts that include another user handle in the caption receive 56 percent more engagement than those that don’t
  7. Adding a location tag results in 79% higher engagement
  8. Products were the top content types for the top 200 global brands in terms of engagement, at 60 percent

 

Revenue/Ads

  1. Instagram will bring in $595 million in mobile ad revenues worldwide this year, and $2.81 billion by 2017
  2. Instagram adoption is at 85 per cent among top brands
  3. 52 per cent of marketers planned to increase their use of Instagram in 2015 (up from 42 per cent in 2014)
  4. Marketers investing 40+ hours per week on social media are 42 percent more focused on Instagram than those investing 6 or fewer hours a week

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The 360 Degree Marketing Group is always on top of the latest trends happening in the world of Instagram and social media in general, if you’d like to start reaching your social media objectives Click Here and someone from360dmg will contact you. 

Instagram Advertising Cheat Sheet

Topics: Instagram Advertising, instagram advertising facts, instagram advertisements

A guide to managing the effectiveness of your Instagram Advertising: What should you be doing to measure success?

Posted by Lauren Jolly on Apr 22, 2016 11:00:00 AM

Measuring and analysing your Instagram advertising is a key step in understanding your audience and how to reach them efficiently and effectively. Imagine you post once a day for a whole year without having a clear understanding of who your audience is, what content do they respond to best, what time of the day is best to post and so on – you would have no data to base any of your advertising on and would therefore not be reaching your objectives. Measuring past campaigns is after all just as important as planning for your future ones.

 

Using Facebook’s Ad Manager, you are able to see data and create reports based on your Instagram ads. A number of different metrics can be analysed including (but not limited to):

  • Reach: The number of people your ad was shown to
  • Frequency: The average number of times your ad was served to each person
  • Impressions: The number of times people viewed a product from your catalogue in an ad
  • Clicks: The total number of clicks on your ad
  • Cost-per-click (CPC): The average cost you’ve paid per click to website
  • Cost-per-thousand impressions (CPM): The average cost you’ve paid to have 1000 impressions on your ad
  • Post engagement: The number of actions related to your page’s posts as a result of your ad
  • Clicks to play video: The number of clicks to play a video as a result of your ad
  • App installs: The number of app installs as a result of your ad
  • Cost per app install: The average cost for install of your app as a result of your ad

 

When logging into the Ad Manager, you’ll see an overview of all the campaigns you currently have running. This is a good platform to check at least once a day to gain an overall understanding of how each of your campaigns are running based on metrics such as results, reach, cost, amount spent and campaign end date. You’ll also be able to see the total amount spent in the past 7 days.

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If you’re ever unsure what any of the terms are referring to, hover over the “i” icon for more information.

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On a weekly and monthly basis, it is important to run reports to analyse your data for the past week or month. By doing so, you will be able to make informed decisions about future Instagram advertising efforts and ensure you are reaching your target audience in the most effective way. Analysing your data can also help in setting and managing your advertising budgets.

 

Analysing data can be a confusing and daunting part of the advertising process but is vitally important. If you need help measuring and analysing your Instagram campaigns Click Here and someone from360DMG will contact you about how we can help your business, get in contact with us today!

Instagram Advertising Cheat Sheet

Topics: Instagram Advertising, instagram advertisements, measuring instagram advertising

A guide to targeting your Instagram Advertising

Posted by Lauren Jolly on Apr 18, 2016 11:00:00 AM

Instagram targeting allows you to direct your advertising only to those specific audiences that you want to reach. As with Facebook advertising, Instagram uses the Facebook Ads Manager. When creating your ad in Power Editor, you have the option to select one or more specific targeting options to ensure that your ads only reach a particular group of people.

 

How do you determine your target audience?

Using first-hand data, surveys and so on will assist you in determining your target audience. It is firstly important to focus on the demographics of you target audience – find out where your users fit into the following demographics: age, gender, location, income level, occupation, marital/family status, ethnicity and education level.

Once you have determined the demographic profile of your target audience, you are able to focus on psychographics. Defining their lifestyle choices, values, likes and dislikes and media consumed is a good way to gain further information about your target audience.

By combining both demographic and psychographic information, you will be able to gain a clearer picture of your target audience and target your advertising to the correct people.

 

What options do you have for targeting?

There are a number of options to choose from when targeting your Instagram advertising. Depending on your target audience, you will be able to determine factors that are specific to that particular audience. Some of the options you are able to choose from include:

 

Location, Age, Gender and Language: Choose the basic demographics of the audience you want to reach.

Interests: Choose specific interests that are important to your audience. These are determined by what people are connected to on Facebook, such as Pages and apps.

Behaviours: Select people based on purchase behaviours or intents, device usage and more. These behaviours are determined by what people are connected to on Facebook, such as Pages and apps.

Connections: Select your audience based on whether or not they're connected to any of your Pages, apps or events. Anyone who has a friend connected to what you’re advertising will see their friend included in your ad. This can increase the likelihood that they’ll find your ad relevant enough to click on or engage with it

Custom Audience: Use email addresses, phone numbers, Facebook user IDs or app user IDs to create and save audiences you'd like to show your ads to. 

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Why use targeting?

Instagram users only want to see content that is based on their interests whether it be fashion, sport, travel or more. Using first and third party data, companies are able to find more relevant people to target their advertising to. By targeting advertisements to certain users, businesses are able to deliver ads that are extremely relevant to that particular audience and the content they enjoy viewing. This also allows businesses using Instagram advertising to save on budget wastage by only delivering the ad to users that are deemed suitable and likely to engage with the ad.

 

If you’d like to discuss Instagram advertising, Click Here and someone from360DMG will contact you. The team at 360 is knowledgeable in the area of social media advertising and can assist you with your advertising.

Instagram Advertising Cheat Sheet

Topics: Instagram Advertising, instagram advertisement targeting, instagram advertisements

Follow and be followed: What does it mean?

Posted by Lauren Jolly on Apr 15, 2016 11:00:00 AM

The Instagram community is a vast amount of people. If you are wanting to increase engagement on your Instagram page, it’s important to make sure you are a part of the Instagram community.

Following

What does it mean if you are following users?

Your ‘following’ count shows you the amount of users that you are following. From an Instagram business perspective, it’s important to follow key people who are relevant to your page. For example, for a fashion brand it would be important to follow people such as key fashion identities, fashion bloggers and so on.

It is also important to not only follow significant people but to make sure you are engaging with their content on a daily basis to get your name out there and hopefully gain follows from other users.

 

How to follow users?

The easiest way to find relevant users to follow is to search hashtags. Think of all of the different hashtags that either relate to your company or to the type of companies you are trying to connect with.

For example, for a company that sells handmade, artisan chocolates possible hashtags may include:

  • #chocolate
  • #artisanchocolate
  • #handmadechocolate
  • #chocolatesydney
  • #chocolateshop
  • #chocolategifts

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Followers

What are followers?

Followers are people that are following your Instagram account. Usually these people have made a connection with your content and will enjoy seeing your posts as they scroll through their feed. These people are like your loyal disciples, keep them interested by feeding them the content they like, replying to comments made on your content pieces and even following them back if their content is relevant to your business.

 

How to gain more followers?

Gaining more followers (and loyal ones) is not as easy a process as following other users as you can’t tell people to follow you. These are a few key takeaways for gaining more followers:

  • Create great content that people will want to engage with and in turn follow your page
  • Research popular hashtags that are being used by potential followers, industry influencers and so on
  • Use hashtags in your captions to enable people to find you when they search for that specific term
  • Collaborate with other Instagram users by looking through different pages ‘tagged photos’
  • Post lifestyle content that relates to your brands persona. It will appeal to a wider audience and evoke a positive feeling about your brand

 

By using Instagram advertising, you will be able to reach a far greater amount of people when compared with organic reach. By simply showing up in relevant Instagram users feeds, you’ll find that people will begin following and interacting you far quicker than without engaging in Instagram advertising.

 

If you’d like to grow your Instagram profile or would like assistant with your social media plan, Click Here and someone from 360DMG will contact you. We’ve got the expertise to build you a successful Instagram following.

Instagram Advertising Cheat Sheet

Topics: Instagram Advertising, instagram advertisements, instagram advertising followers

The top 10 tips for Instagram Advertising

Posted by Lauren Jolly on Apr 11, 2016 11:00:00 AM

Instagram Advertising can be a tricky platform to navigate especially with no prior experience. Here are our top 7 tips for Instagram Advertising:

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  1. Create a content strategy

A content strategy allows you to set goals or objectives you wish to achieve through your content. It’s a plan of how you will create, post, engage in order to maintain a streamlined and practical platform for your target audience.

 

The three main steps to creating a content strategy are:

  • Define your objective/s
  • Create content guidelines
  • Measure/Analyse effectiveness

 

  1. Create great content

Creating content that your target audience will actually engage with is the key to success on Instagram. If you’re thinking that you can just post any old photos and increase followers then think again! Content should be:

  • Well-crafted: Mobile technologies are getting better and better every day. With higher megapixels and editing abilities, businesses are easily able to create well-made content. Filters and effects are a great way to enhance your photos and videos and take them to the next level. Take a look at Hyperlapse, layout and VSCOcam for some apps you can use.
  • Thought-out: Thinking about the content you are looking to post is a good idea to do BEFORE you post. Think back on your content strategy and make sure that your content is in line with your strategy. Aligning the two will create a more succinct and engaging profile for potential users to engage with
  • Use a call-to-action: Using a call-to-action will increase the chances of your content being effective. It is not useful if you post a photo of a company product and offer no link or CTA for Instagram users to purchase that product. Be sure to make your CTA relate to what you are offering, ‘Buy’ for product offerings, ‘Download’ for App installs and so on.

 

  1. Tell a story

Telling a visual story through Instagram is another important measure to keep in mind. People want to know that you are a real person with a real offering to give them. Creating themes for your Instagram story will also allow you to categorise content whilst still maintaining your overall story. Story lines (captions) should also be captivating for your audience and reflect the image or video being posted.

 

  1. Be a part of the community

The Instagram community doesn’t solely rely on the fact that you will post content and people will communicate with you. Being a part of the community involves engaging with other users content by liking, commenting and sharing. This will in turn allow you to not only follow but be followed as well as spark useful connections with likeminded people.

 

  1. Set a budget that works for you and monitor it

Setting a budget for your Instagram advertising is an important step in creating engagement with your content whilst not going overboard. Depending on a number of factors including the size of your business, whether you’ve done Instagram advertising before and what other mediums you are advertising will determine how much you should budget for Instagram advertising.

 

Once a budget has been set, it is important to measure and analyse how you are tracking throughout the campaign and at the conclusion of the campaign. This will help you budget for future campaigns as well as allow you to make changes if needed whilst the campaign is still running.

 

  1. Measure success using analytics

Analysing your Instagram advertising is crucial, how else would you know how your campaign is performing? Using Facebook Ads Manager, you are easily able to track a number of metrics which will show how your campaigns are performing. This will in turn allow you to use more of your budget towards posts that work, add more/reduce your budget, measure clicks, conversions reach and more as well as monitor your campaigns throughout the entire process.

 

  1. Target your content to a specific audience

Do you think it is realistic to expect to post a piece of content and for users of all demographics, locations, interests and so on engage with it? Sure, you might receive some response from different audiences, it is important to decide what your target audience is and push your content towards those particular people. By knowing your target audience, you will find that it is much easier to create content suited to that particular demographic.

 

If you’d like to know more about Instagram Advertising or would like to speak to the team at 360DMG about managing your social media campaigns, Click Here and someone from360dmg will contact you

Instagram Advertising Cheat Sheet

Topics: Instagram Advertising, tips for instagram advertising, top tips for instagram advertising

How to create an Instagram Content Strategy for your business

Posted by Lauren Jolly on Apr 8, 2016 11:00:00 AM

What is a content strategy?

A content strategy involves developing a plan for the content you will post on social media. Don’t stress if you have already starting using Instagram for your business and don’t have a strategy as it can started at any time.

A content strategy involves coming up with objective/s for you Instagram account as well as clear guidelines as to how you will achieve that particular objective/s. 

 

How to develop a content strategy

In order to develop a content strategy for your Instagram advertising, follow these steps:

  1. Define what your objective is: What is it you are trying to achieve? Clicks to website, app installs, video views or drive awareness. By setting an objective, you will be able to measure your results against clear and defined goals and understand how you are tracking.
  2. Decide the guidelines for your content: How do you want to display your content? In this stage, it is important to understand the type of content you would like to post (images, videos or both), will you use a style for your content (such as a particular filter or effect)
  3. Once you have begun to create content, measure the effectiveness of your ads. Are they resonating with your target audience? Are you reaching your objective? What are competitor brands doing differently to yourself?

 

How to use a content strategy for your Instagram advertising

Using a content strategy is important for your Instagram advertising to ensure you are reaching your goals and objectives. Without a clear strategy, brands can become lost and unable to resonate with their target audience. Rather, by setting clear guidelines as to what you are trying to achieve from your Instagram advertising, what type of content you will post, what style the content will be in and so on, you will have a better shot at engaging with your audience.

 

Content strategies are not always correct on the first go and can involve a bit of trial and error to see what your audience responds to best. It is important to monitor and measure the effectiveness of different posts to work out what will work best for your brand if you want a strong shot at appealing to your target audience. A few different areas that are important to keep an eye on include:

  • Analysing the number of comments and likes received
  • Engagement rate for each post
  • Overall follower count
  • Branded hashtag mentions
  • Location tags
  • Best time of day and day of the week is best for audience engagement
  • Best format to post in (photo, video, carousel)

 

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If you would like to know more information about creating a content strategy or would like the team at 360DMG to develop a content strategy for you, Click Here and someone from360dmg will contact you. We’ve got the knowledge to manage your digital campaign or steer you in the right direction to manage it yourself.

Instagram Advertising Cheat Sheet

Topics: Instagram Advertising, instagram content strategy, instagram advertising strategy

Visual Storytelling: What is it and how can you do it on Instagram?

Posted by Lauren Jolly on Apr 4, 2016 11:00:00 AM

What is visual storytelling?

Did you know that the human brain processes visuals 60,000 times faster than text? Visuals are a powerful way for brands to increase awareness, engagement, trust and loyalty amongst the Instagram community.

 

Visual storytelling is the process of telling a story about your company or brand through the use of visual content. It is about giving you brand a personality or voice in order to engage consumers and find mutual grounds to understand each other. Rather than just showing Instagram users images of your products, visual storytelling allows you to go further and give users a behind the scenes look into your company.

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How to use Instagram to tell your story

There are three main factors to ensure when creating an Instagram story:  

 

  1. Do you have a theme for your story?

Providing themes around your story is an important step. Whilst you might have an overall company story, it may be successful for your brand to use different themes or campaigns while still adhering to the overall company story. Themes can be based around a number of different things including different product/service offerings, using one particular filter or style of image and so on.  

 

  1. Are your visuals captivating?

The best visuals to use on Instagram are ones that:

  • Reflect your brand and show viewers who you are
  • Are well-crafted and of high quality (hint: use filters and effects)
  • Are interesting or artistic

 

Regardless of the subject or the content you are posting, ensure that the visuals you use are engaging for your audience. The more people associate with your brand the more likely they are to engage with your content by liking, commenting, sharing etc.

 

  1. Do you have engaging story lines?

Make sure that your visuals have a strong story line. Posting a witty caption or keyword phrase is important to ensure that your audience understands what your content is all about. A few key hints:

  • Keep it simple (don’t overcomplicate it)
  • Use hashtags (up to 3-4 is usually best)
  • Use proper grammar (check spelling etc. before posting)

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Example

Business type: Retail Fashion Brand

Themes: Focused around the seasons (summer, autumn, winter, spring) as well as the products/ranges released in each season

Visual content examples:

  • Bloggers/thought leaders wearing fashion brands clothing/accessories
  • Visually appealing flat lays of brands products
  • Visuals related to the seasons (E.g. snow outside the office in winter, summer fashion festival)

Story Lines: Story lines related to visual content as well as linking back to the seasons/products

 

Visual Storytelling Best Practices

  • Use visuals: Images and videos on your Instagram profile
  • Tell a story: Give your brand a voice and tell a story
  • Create themes which coordinate with your story
  • Captivate your audience with well-crafted content
  • Use story lines to further engage your followers

 

If you would like help with your visual storytelling for Instagram, Click Here and someone from360dmg will contact you

Instagram Advertising Cheat Sheet

Topics: Instagram Advertising, visual storytelling, instagram advertisements, instagram stories

Instagram specifications explained: what is required to create a great Instagram ad?

Posted by Lauren Jolly on Apr 1, 2016 11:00:00 AM

For each type of Instagram advertising objective there is a range of specifications that your ad must adhere to. This will ensure that your ad appears correctly on different devices as well as looks great. Below we summarise the different specifications for each objective.

 

Clicks to website – clicks to website pushes your audience to relevant pages of your website. This is effective in increasing the chances of people engaging with your website

Design Recommendations

Image ratio: 1:1

Image size: 1080 x 1080 pixels

Your image may not include more than 20% text

Caption: Text only, 125 characters recommended

Technical Requirements

Image ratio: 1.9:1 to 1:1

Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)

Caption: Text only, max 2,200 characters

 

For clicks to website, you can choose from the following call-to-actions:

  • Book Now
  • Contact Us
  • Download
  • Learn More
  • Shop Now
  • Sign Up
  • Watch More
  • Apply Now

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App Installs – app installs encourages your audience to install the app provided

Design Recommendations

Image ratio: 1:1

Image size: 1080 x 1080 pixels

Your image may not include more than 20% text

Caption: Text only, 125 characters recommended

Technical Requirements

Image ratio: 1.9:1 to 1:1

Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)

Caption: Text only, max 2,200 characters

 

For App Installs, you can choose from the following call-to-actions:

  • Install Now
  • Use App
  • Book Now
  • Download
  • Learn More
  • Listen Now
  • Play Game
  • Shop Now
  • Sign Up
  • Watch More
  • Watch Video

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Video Views – video views encourages your audience to watch your sponsored video by displaying in prominent positions on your Instagram feed. Video has proven to be highly engaging and therefore a popular type of advertising.

Design Recommendations

Aspect Ratio: 1:1

Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan

Format: .mp4 container ideally with leading mov atom, no edit lists

Audio: Stereo AAC audio compression, 128kbps + preferred

Caption: Text only, 125 characters recommended

Technical Requirements

Caption length text: Text only, max 2,200 characters

Video aspect ratio: 1.9:1 to 1:1

Length: 30 seconds max

Thumbnail image ratio: Should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text.

Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)

File Size: Up to 30MB max

Frames: 30fps max

Bitrate: No limit to bitrate file if you're using two pass encoding, as long as long as your file doesn't exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

 

For Video Views, you can choose from the following call-to-actions:

  • Watch More
  • Book Now
  • Contact Us
  • Download
  • Learn More
  • Shop Now
  • Sign Up
  • Apply Now

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We understand that grasping these specifications from an amateur or small business perspective can be difficult to understand and invite you to contact the team at 360DMG for more information. If you’re wanting to take it a step further, 360DMG can also manage your social media scheduling including creating content (to the above specifications),  budgeting as well as scheduling the Instagram advertising to display when required. Click Here and someone from360dmg will contact you

Instagram Advertising Cheat Sheet

Topics: Instagram Advertising, instagram advertisements, instagram ad specifications