Whether you want to document an important event, share a quick tutorial about a new product, or even just field some questions from your audience, live video is a valuable tool for nearly every business. There are a lot of programs and apps out there, but many have fizzled out or left the market entirely, like the once buzz worthy Meerkat app. A few heavy hitters in the live video trend remain – Periscope and Facebook Live Streaming are the most notable. It can be a difficult decision to determine which app would be the most useful for your business, but we will try to help you make sense of it all by comparing these two live broadcasting apps.
Periscope is a highly popular app devoted strictly to live streaming video. Users note that it’s easy to use and has features not usually available on other apps. These unique qualities could be the reason for its popularity and over 200 million streams in its first year. After six weeks of being live, Twitter bought Periscope for $86 million dollars.
Users can find your video content by entering your username or finding your stream via a world map. You can stream a video either on your phone or through a GoPro HD camera. Also, you can sketch on the screen while broadcasting. This can help when describing a topic or pointing things out for the audience.
After a live stream, the video is automatically archived on your Periscope profile for 24 hours for replay.
Facebook’s live video feature is just one facet of this juggernaut. It’s pretty simple and similar to the usability of Periscope: you record yourself via a smart phone for your followers to tune in and watch. The video of your broadcast will be streamed natively onto Facebook, and whether the user is on a smart phone or computer they will be able to see it.
Most people are aware of how big Facebook has become. As of 2016, there are over 1.7 billion active users using the website, phone or tablet app.
So which one is better?
Facebook and Periscope are both very powerful, but we think one clearly dominates the other. Let’s go over a few features and discuss facets of live video and which app is superior.
Reach – Facebook
This one’s a no-brainer. Facebook is the winner by far! Although Periscope has some serious video stream numbers, their active viewer count is at about the 1 million mark. That’s a low number for a social media platform. The cause of this could be that when people use Periscope they are using it to tune into a specific user. If they only follow a handful of users, they may only use the app a few times a month at most.
The great thing about Facebook is that once you start live streaming, all the followers of your business page will get a notification that you have gone live. Unlike posting video, graphic or text content that garners maybe 7% reach per post, you will alert 100% of your followers of what you’re doing once you live broadcast. This gives you a greater chance to reach and engage followers who may not always see your content.
Customization – Periscope
Periscope allows you to sketch on the video as well as record on other high definition video devices. This is great for those who want to capture higher quality videos. Facebook live video is currently on smart phone only, but will soon be offered on your web browser as well. Still, that might not produce high definition quality videos, and depending upon your business this might be very important.
Archive Ability – Facebook
Periscope only allows you to archive your videos for up to 24 hours on your page. Many users download their video content afterwards and upload them to YouTube to either monetize them or simply just to have them on hand.
On the other hand, Facebook gives you the ability to not only download the video after completion but also allows you to save the video so it will always be on your Facebook page. If you want to keep it strictly as a once watched live-only event, you have that ability as well. These features make Facebook the winner.
Convenience – Facebook
Think of those 1.7 billion active users on Facebook. Now think of the likelihood that most of your fans are on Facebook. If you want to reach the largest chunk of your audience, wouldn’t you want to use Facebook? Using a different app to live stream video might potentially dilute the success of your broadcast.
If you are convinced you need to use Periscope, the one benefit is that you do not need an account to view the live stream. So you can link your Periscope on Facebook and your users can find it there.
Staying Power – Facebook
Let’s face it: Apps may come and go, but Facebook proves to be eternal. Many users have been on Facebook for 10 years and upwards, so to consider it going under anytime soon is highly unlikely. As previously stated, Periscope has a low active user count plus it is owned by a currently flailing Twitter. If it doesn’t become more successful soon, it may fail. When Twitter is sold (soon) Periscope might be dissolved and somehow integrated into Twitter, a la Facebook live video. There are many “IFs” in the future of Periscope that do not apply to Facebook.
We suggest using the Facebook live video feature. Although it may not have the customizable features Periscope may have, there are many more benefits that make up for what it is lacking.
If you are still curious about Periscope, don’t be afraid to try it out. Periscope may very well be worth it for you and your business. Although we have made an assessment about the app, social media takes a lot of testing and experimenting to find the right marketing mix for your business. So never be afraid to be curious, creative and bold. Good luck!
In many ways, Instagram is becoming the most important platform for a non-profit, charity or religious organization. Its continually growing membership of 400 million, plus its visual nature, and ability to reach a user’s intended audience makes it easier to reach your target audience than Facebook and Twitter. To be more specific, your followers will see 100% of your content on Instagram as opposed to on Facebook, with an algorithm that favors advertisers. Twitter’s upcoming update will also make it as hard to reach followers without advertising as it is on Facebook. Here are some key elements that a non-profit should incorporate into their Instagram strategy to engage their followers, break into new audiences, and generate more donations and/or volunteers for their cause.
Create an Instagram strategy
When I work with my non-profit clients, I focus their Instagram content strategy around four pillars:
This is the most effective way to evoke emotions in your audience. Positive stories evoke joy, happiness, and proof that your non-profit’s work is impacting the world. Highlighting the struggles of your cause and who it affects can galvanize your base. Profile a distinguished donor, employee or volunteer and how they’ve impacted your organization. Both the positive and “negative” aspects of storytelling can easily make a post go viral. Storytelling doesn’t always mean a novella-length photo caption, in fact sometimes a photo says much more than a caption ever could. Choose your words and photos wisely.
Building awareness for your cause is often implemented through storytelling, but that is not the only way. Many causes have a day, week or month dedicated to raising awareness and donations. Deadlines, both real and manufactured, are also a way to encourage donors to act. Non-profits should take this time to educate their followers about their cause, those who are affected, and how a person can help donate their money or time to this issue.
Engaging donors, past and potential
Success on Instagram means not only a continuously growing following that you can talk to, but a following that talks back. Instagram has engagement levels that are over fifty times as high as Facebook or Twitter, but you must position your content correctly to obtain these elevated levels of engagement. One way to do that is by using popular hashtags. Hashtags will link potential donors to your content easier. Another way to garner more engagement is to tag other Instagram users in your photos. You can either tag them in the photo caption or the photo directly. Users who are tagged can spread your message simply by liking the photo as well. The explore tab is a mixture of trending tags and photos that are relevant to a user. Tagging donors or volunteers can have your content reach hundreds and even thousands of new people.
Still not getting enough feedback? Ask your followers questions. Interact with the people you follow. The more of the human element you put into your page and persona, the more humans will want to interact with your organization.
As a non-profit, you need to approach donation generation just as a business would treat leads and sales generation. This means that, in conjunction with other three pillars of the Instagram strategy, you also have to employ some subtle sales tactics. Soft selling works much better on Instagram than most other social platforms since the majority of the users are Millennials. When creating a new post always mention how the viewer can donate. If you are taking donations online link your website to your profile’s bio section to take the viewer directly to the donation page. If your donations are from texting out a special code, remember to put that in each and every photo caption. You never know how someone might find your content so remember to list any and all donation channels.
Instagram advertising is still relatively new, but this strategy offers a great opportunity to raise donations through Instagram. If you have previously run ads on Facebook you will find that creating an Instagram ad is very similar, and ads can be created in the Facebook platform. There are a variety of goals you can set and methods of ad delivery, so the choice is up to you on how you advertise and how frequently. A word of advice, start slow and try different delivery methods. A “small” budget is really whatever your organization considers one to be, but I often start my clients off with a $25 dollar ad spend. Once you have tested various methods and audiences you should get a good feel of what is working and what isn’t effective. At that point you can invest more in ads for longer periods.
Final word: It’s all about your audience.
Instagram is not the platform to constantly churn out genius-level content on. Although your cause is no doubt a serious one, many users will not react kindly to cold, donation driven content. Sometimes a post you least expect to resonate can go viral. Listen to your audience. Monitor what they like, and then give them content that they will respond to. That is the key to success on Instagram. Happy posting!
Are you part of a non-profit that needs assistance in creating a digital strategy? Are you in search of an integrated marketing plan that can result in a larger audience, more donations and higher public visibility? Contact me at email@example.com or 610.937.5187 for a free consultation and $100 off your set up fees.
If you have a Facebook account, I’m sure you’ve seen a lot of “new year, new me” status updates. No surprise, right? The beginning of a new year is traditionally a time to reflect, re-evaluate, and restart in your personal life. But have you ever applied this fresh start to your company’s goals, projects and strategies? The new year is a great time for looking to the future, especially when it comes to your company’s social media marketing strategy.
Social media changes a little each day. New apps, new algorithms and new features for reaching the right audience change constantly. For the everyday business owner it can be quite overwhelming trying to keep up with current social media trends, considering they have so much else to do. Nevertheless, if one of your business resolutions is to get your social media under control this year then read on. We’ve outlined actionable steps that will help lay the groundwork for your 2016 social media campaign.
Analyze and Evaluate Your Existing Marketing Strategies
When you’re creating a social media marketing plan it’s just as important to look back as it is to look forward. Remembering your successes and your struggles from 2015 will help guide you to create a more successful plan for 2016. You’ll use strategies that worked out well and ditch the unsuccessful ones. Make time to assess the strengths and weaknesses of your goals and plans and how actionable they really are. You don’t want to disappoint yourself midway through the year, so create goals that are optimistic while at the same time are realistic.
Accumulate curated content (some of which is evergreen!)
In articles past, both Rhonda and I have talked about having a healthy mix of informational pieces, sales copy and fun/engaging content. Informational content should be industry specific, especially if one of your goals this year is to become an informational leader.
Creating written content – blog posts, articles, social media posts, etc. – is incredibly time consuming, which is why curated content should be a critical part of your social media marketing strategy. Not only can you post these items on your pages, but some items can also become a part of your master file of resources.
In the new year, review what current content resources you have while keeping your goals in mind. This could be an industry leader’s blog, white papers, Google News, or any reliable source where you’re gleaning information. Reviewing what you’ve already saved will help create your intended strategy and can also lead you to other content that may be helpful in your overall plan. For example, when I visit Social Media Examiner, a premier social media management blog, I will often bookmark many articles that will either inspire me to write something on the topic or schedule it into my editorial calendar. Having resources bookmarked makes creating content a whole lot easier.
I am always on the lookout for evergreen content. Evergreen content is helpful not only immediately but also in a long term plan. Evergreen articles are not too specific on timing, which means the information dispersed is basically universal and remains true no matter when it is read. I have articles bookmarked from over two years ago that I still click back to from time to time. Non-written evergreen content can be things like quotes, tips or photos
Create an editorial calendar!
Every business would benefit from an editorial calendar. These calendars can include all social media postings, campaigns and ongoing projects that need to be worked on.
You’ll first want to start out mapping out the campaigns you typically create every year and how long they’ll last. For example, a Labor Day weekend flash sale or Mother’s Day event. Next, create timelines for each project. When you’re done all that, you will have a rough idea of the content needed for the year.
Next you want to create a specific editorial calendar. This part is up to you, but we have about 2-3 examples of this that we can pick for each month. The easiest way to do this is print out a blank monthly calendar, then write 2-3 post topics for each day. Depending on the industry you’re in, you can lighten up on the schedule on Saturday and Sunday and post 1-2 times.
This is where the “healthy mix of informational pieces, sales copy and fun/engaging content” comes in. Try not to have too much of one type of content in one day, like all sales Saturday (unless you have a campaign going on!). During this time of planning, you’re going to need to start producing content, along with finding relevant curated content for your Facebook, Twitter, YouTube, Instagram or wherever platforms you use.
Now that your overall year is planned out it’s time to fill the calendar with the related content. You may find that some of your recurring graphic memes, i.e. “Tip Tuesday” or “Quote of the Day” can be created en masse and filed or prescheduled for later use. If you have determined that one blog post each week, or two videos per month, is optimal for your business it would pay to have two or three of them done well in advance.
While we do recommend that you stick to your calendar as closely as possible you should also be flexible because “Things Happen”. Your company will very likely experience some unforeseen news items that will need to be shared in a timely way. You may be featured in the press, win an award or snag a new, impressive client that your audience will want to know about.
So much to do; so little time!
If this all sounds like a lot of work doing things you are not accustomed to doing, you’re right. That’s where we come in.
Before our first meeting together we will present you with a detailed proposal. Rhonda and I will research your company and your top competitors. We’ll see what works for them and what doesn’t, and see if there should be any similarities in your strategy. Once you’re on board, we will create a new custom strategy for your business that includes editorial calendars for four social media platforms, graphics, articles and videos.
If you know your business’ social media marketing presence needs to grow and you don’t have the time, don’t worry! #WeAreHereToHelp. Contact us today at firstname.lastname@example.org or call us at 610.937.5187 to schedule your free consultation.
If your business doesn’t have a presence on Instagram, it’s time to reconsider your social media strategy. Here are the top ten reasons why Instagram is right for you.
You need a new way to market to Millennials
The majority of users are in the 18-29 age group and chances are your business services Millennials, whether you know it or not. Due to everyone and their mother (in my case, literally my mother) joining Facebook that platform’s popularity has waned for both the Millennials and Generation Z. It’s not uncommon for members of my generation to be exclusively on Instagram, and since Instagram now has 400 million users and counting this trend doesn’t seem to be slowing anytime soon. So if you don’t have a considerable presence on Instagram you are not effectively reaching the Millennial market.
If you’re looking for more engagement online, visual content is how to get it.
It’s a fact that visual content on any platform receives more likes, comments and shares than plain text. On Instagram visual content, whether it be graphics or video, is paramount. Of course, the caption for the photo or video is very important, but most often a “double tap” happens because the viewer likes what they see.
In need of a digital portfolio? You’re in luck.
Instagram can work for many different types of business’ and industries, whether they offer products or services. For example, many hairdressers and makeup artists use Instagram extensively by posting photos and videos of their work and relevant tips. Ultimately, it turns into an easily accessible, free portfolio for those in the personal services industry. With the help of relevant hashtags you can easily promote yourself and your work and gain not only a following of potential clients but connect with other colleagues around the world.
These Insta-folios are so effective, that it’s even landed someone a job or two.
You want to connect to your audience, but don’t have a lot of time.
With the help of scheduling software like HootSuite it’s become even easier to create a full range of content for your followers to enjoy. Now you can post from a desktop computer, whereas before Instagram was a purely mobile app.
You want to connect with other businesses in your area (and beyond).
Big businesses often team up on Instagram to expand brand awareness and engagement for both companies. (See #BlueApronXZola!). This is something small businesses should take advantage of as well. Contact other complimentary local or national businesses and ask if they’d be interested in cross promoting. The most popular way of cross promoting is a one-day “Account Takeover”. A takeover usually involves the complimentary business creating branded posts for your Instagram page and visa versa. This can be a win-win for both companies because it creates awareness of your brand in a different but relevant audience.
Uninspired? Get insta-spired.
Instagram is full of inspiring quotes in attractive graphics. Whether you catch one on your photo feed or find one in the explore tab, there’s a quote graphic for everyone! If I’m ever experiencing the dreaded creative block I look to Instagram to find content to curate on my account. Apps like Repost are available for both on Apple and Android. Repost allows you to screenshot the original photo and copy the caption. That way you have a steady flow of content but you’re not stealing someone else’s work.
Need quick and real feedback? Instagram can do that.
With the help of relevant hashtags feedback is just a post away. The best way to get feedback on your Instagram posts, your products, or anything else is to simply ask.
It’s the perfect platform to reach niche markets
It is becoming more and more difficult to get your business noticed on Facebook everyday. If you’re looking for a bigger range of exposure you are required to pony up some cash for it. Fortunately that’s not the case with Instagram. Since such a low percentage of small business owners even Instagram, this platform is wide open for promotions and can provide a wealth of opportunities for your brand.
Looking for more leads?
According to Shopify, Instagram has the second largest average order value. Simply put, Instagram users are buying more high ticket items than every other social platform other than Polyvore. So if you are struggling get leads that turn into sales, Instagram would be the platform for you to try. Not only do Instagram users buy more often than almost other platform users, but they spend more money as well.
You can (finally) advertise on Instagram.
Instagram was bought out by Facebook in 2012, but just recently has Instagram started to venture into paid advertisements and posts. Advertising on Instagram is now available for all businesses, no matter what size and budget, through Facebook’s Power Editor. This is a great advantage for businesses who want to advertise on Instagram and Facebook concurrently since you will be able to view the metrics of both ads on the same platform. There are three different types of advertising spots: a carousel ad (multiple photos you can swipe left to see more), a single photo and a 30 second video. Like Facebook’s ads there are different projected goals and budgets to choose from.
So now you know the reasons why Instagram is right for your business. Are you still unsure you have enough time to use it to your business’ full potential? Then it’s time to call Content + Creativity! Our seasoned team will help you craft a clever, cohesive brand message that will span all your social platforms. Call us at 610.937.5178 or email us at email@example.com and we can discuss a custom plan to fit your business’ needs.
As the premier photoblogging platform, Instagram has grown like wildfire and brands were quick to take notice. Apart from maintaining company websites and separate social media accounts, large and small businesses alike have begun to explore the benefits of brand promotion through Instagram.
In early 2015 Instagram clocked in at 300 million active monthly users, and about 75 million use the social media app each day. According to the Pew Institute 53% of users are in the 18-29 age group while the second largest demographic is ages 30-49, which is 25% of the Instagram population. If your business caters to these age brackets and has been looking for a new way to reach them, Instagram is the right platform for your business.
If you want your business to be a part of the Instagram success story, follow the tips I’ve outlined below.
Connect your Instagram to your Facebook. This can either be done when you set up your Instagram account or at any point in the settings tab. This way your photos will be on your Facebook newsfeed as well as Instagram and your current base of Facebook followers will know where to find you and like your Instagram page.
Hashtag every photo.
My partner Rhonda has previously written about the use of hashtags and how it can create a successful brand message, and we both recommend that every business should create their own unique hashtag. This will establish a feed of your content and your fans’ relevant photos that is easily searchable and viewed. Content + Creativity’s unique Instagram hashtag is #CCInstaWisdom and we tag any relevant quotes or social tips that may help our followers and the public audience.
Remember to put your lists of hashtags in the comment below your caption to avoid looking spammy. Try to keep it to 10 hashtags or less. You should use any relevant trending hashtags whenever necessary. I must stress relevant. There’s nothing more desperate looking than a user tagging a photo with every trending tag at the moment. It will make others unfollow and ignore you completely. Trending topics can be found under the bottom tab that has the looking glass icon.
When your audience speaks, LISTEN.
Whether you have a brick and mortar establishment or are strictly online, any business owner can appreciate a glowing testimonial or a positive exchange with customers. In days past, when these conversations occurred you probably only told your spouse and kids at the end of the day. Platforms like Instagram now give you a place to share positive experiences with your customers to your audience. With their permission, take a photo of the customer or the email exchange and post it with a quick explanation of the situation.
I’ve written previously about how much of a timesaver curated content can really be. A great way to gather readymade content and photos is to skim your unique hashtag using the search function in the explore tab. Once you find a photo you like, contact the owner and ask permission to Regram their content. Regram is a free app that takes a screenshot of a specific Instagram photograph so you can repost it onto your page. It will give the proper credit in the photo which is very important. People don’t like seeing “stolen” content on your page, and will either unfollow or leave a negative comment. Despite the automatic attribution to the source in the photo itself, be sure to include a clickable link to the username in the caption. Some examples of what to post via Regram can be pictures of customers at your store, using your product or even fan art.
Don’t just post, interact.
Sure, a consistent posting strategy is important. I’ve written a piece previously about how to market to Milennials on Instagram and that was one of my most important suggestions. But offering great content will be only half of your strategy for success on Instagram. The other half is interacting with your followers and other brands. You can’t expect high levels of engagement on your posts if you don’t talk back!
Try exploring relevant hashtags in your field of business. Let’s say you own a local bakery and coffee shop in Philadelphia. You see a Seattle based coffee shop post their best cappuccino artwork. If you like the photo, double tap, which shows up as a “like”. Showing your interest in other brands doesn’t take away from yours, and in fact it may cause a user or two to check out or even follow your page.
Instagram is not the platform where you need to constantly churn out genius-level content. In fact, this should be the most lighthearted platform in your 4 social site arsenal. All you need to worry about is finding fun, entertaining and ultimately shareable posts for your followers to enjoy. Sometimes the silliest things can go viral on Instagram, so be on the lookout. Happy posting!
After many years working in marketing and advertising I have learned that the big concepts driving these disciplines have not changed much but a lot of the little details in implementation are totally different. One of my biggest challenges is the smallest detail of them all. Hashtags. I always have to remind myself to use that one character “pound sign”, because when it comes to hashtags I am admittedly a late adapter. If you are humming, “… strolling down the avenue” right now you just may be in the same boat.
So what is a hashtag, and how and when is it used?
A hashtag is used for searching practically anything on most social media platforms. The word(s) that follow the # symbol can be a company name, brand name, event name or identifying abbreviation, a keyword or even a unique term used to start a conversation or promote a product. When using more than one word in your hashtag do not put spaces in between them.
Let’s say you own a shoe store and you sell Nike. Some of the hashtags you might use are #Nike, #NikeSale, #AirJordan, #WeLoveNike, #JustDoIt, #NikeGivaway, #CrossFit #NameOfYourStore and so on. How to use these hashtags really depends upon the platform.
Hashtags were born on Twitter. They gained tremendous popularity as a way to search for information in real time, and from actual witnesses. A good example is the Egyptian revolution of 2011. Traditional news sources may have had trouble reporting due to censorship or the inability to get to the scene, but searching on Twitter for #Egypt resulted in hundreds of observations from folks on the ground.
These days hashtags are a must for businesses, and Twitter makes it much easier for a consumer to find exactly what they are looking for. Putting #Nike in the search bar brings up a page of options that include Live tweets, accounts with the word Nike in them, photos and videos and the most popular, this is retweeted and liked, tweets. For the most part, you won’t see more than three or four hashtags in a tweet, which is probably due to the character limitation on Twitter.
Let me take a detour here for a short discussion about trending topics. Twitter provides a list of the most popular current trends and how many tweets they are receiving. If a topic is relevant to your tweet you should absolutely use it as a hashtag in your tweet. If it is NOT, under no circumstances should you use the #trend – it is considered to be spam, turns people off, and may cost you some followers. You don’t want that, do you? On the other hand, if you can construct a tweet that comfortably incorporates your message with a trending topic by all means use the #trend.
While a bit late to the party, hashtags are now quite popular – and in some cases quite overused – on Facebook. When you see a post with little content but a lot of hashtags you know that person is probably fishing for traffic more than attempting to provide useful content. This is not looked upon favorably.
When you do a search for #Nike on Facebook the first results will be any posts or mentions among the reader’s friends or groups they have joined. Then “Top” public posts appear in order of popularity, almost invariably with a great photo or video. Then you have the option of choosing additional search criteria such as People, Pages, Events, Apps, etc.
On this popular photoblogging site hashtags are used extensively. The most important thing to remember is never use hashtags in the title of your post; always put your hashtags in the first comment below the photo. My partner Sara has a most excellent article on Instagram where you can learn much more.
Hashtags are used minimally on YouTube, both in the video titles and descriptions. A search for #Nike brings up all videos that use the word, with or without the #, and in no particular order that I can discern.
Another site where hashtags are used sparingly by posters is Pinterest. A search for #Nike brings up all references to the brand, whether a hashtag is used or not. The pins that appear seem to in order of most popular, either due to the number of repins or the account itself. Pinterest also allows searches to be refined with choices such as (Nike) Shoes, Clothes, Outfits, etc.
Hashtags are almost nonexistent on LinkedIn. The only people using them are either in marketing and social media, or they’ve copied and pasted a tweet or Facebook post and left the hashtags in. A search for #Nike brings up companies or divisions of companies named Nike, or people whose names have the word NIKE in them. My favorite of those is Nike than Nagula Raja.
If you are looking for additional hashtags related to the one you are using, Google+ provides a list of helpful #suggestions. A search for #Nike results in every post that includes the word, with or without a hashtag, in chronological order.
Every marketer and company dreams of launching a campaign that goes viral and brings in tons of leads and sales as a result. Creating a unique hashtag that takes off is just another tool with which you might be able to achieve that goal. With that in mind, I hereby present my personal hashtag in the hope that I can accurately convey my appreciation to anyone who made it to the end of this article: