Tag: Instagram

Instagram Chief Faces Outrage For Likening App’s Dangers To Car Accidents

Image via Michele Ursi / Shutterstock.com

Head of Instagram Adam Mosseri might have thrown the platform under the bus, or car, during a podcast after the Wall Street Journal obtained an internal Facebook presentation from 2019 describing that Instagram makes teenage girls “feel worse.”

The leaked documents detailed, “We make body image issues worse for one in three teen girls,” and that “teens blame Instagram for increases in the rate of anxiety and depression.”

Even more appallingly, the Journal cited from Facebook’s presentation slides that “among teens who reported suicidal thoughts, 13% of British users and 6% of American users traced the desire to kill themselves to Instagram.”

During a Recode by Vox podcast interview with host Peter Kafka, Mosseri confirmed the authenticity of the report, but also controversially argued that, due to its worldwide impact, social media is going to ruin some lives—just like car crashes.

“We know that more people die than would otherwise because of car accidents, but by and large cars create way more value in the world than they destroy,” Mosseri responded. “And I think social media is similar.”

The unusual metaphor was scrutinized by Kafka, who explained that extreme regulations are imposed on automobiles. Mosseri then justified: “We think you have to be careful because regulation can cause more problems.”

The Instagram chief’s rationales have continuously been taken apart by users on social media.

“Cars have rigorous licensing, crash testing, emission standards, public infrastructure, regulatory agencies, and the average person can get a $ ticket for a variety of things while using them,” one replied.

***putting my former autos reporter hat on*** — Cars are ~heavily~ regulated, down to the color of the blinker, & regularly tested for safety problems. That industry also needed to be -shoved- into mandating seat belts & other safety features despite knowing they’d save lives. https://t.co/ym66kJ4dMk

— Deepa Seetharaman (@dseetharaman) September 16, 2021

ah yes, cars, those innovations that never kill anyone, have no meaningful regulation, are in no way related to the greatest crisis facing our planet, and are freely accessible to children under 16 https://t.co/lf08YzzDWu

— Julia Carrie Wong (@juliacarriew) September 16, 2021

Others pointed out the sheer strangeness of the comparison to carbon emission-spewing automobiles as a gift to the world. By agreeing that they’re designed for the greater good, Instagram could be discrediting cars’ role in the climate crisis.

Thinking the only or even main harm of cars is the accidents, and not the systemic social and environmental transformations wrought by them, is exactly the kind of myopic thinking required to be a tech executive. Ironically the strange analogy still holds—just not how he intended https://t.co/t4EuBdFSDU

— Jathan Sadowski (@jathansadowski) September 18, 2021

Nevertheless, Mosseri did disclaim in the podcast that Instagram isn’t ignoring users who feel worse from using the app, maintaining that it’s “a real issue that we’re trying to address.”

“I think that what’s important is that the industry, as a whole, tries to understand those positive and negative outcomes and do all they can to magnify the positive and to identify and address the negative outcomes,” he said. “I don’t think of this article as airing our dirty laundry or anything like that. I’m proud of the fact that [Instagram is] doing this [research].”

[via Mashable and PetaPixel, cover image via Michele Ursi / Shutterstock.com] http://www.designtaxi.com/news/415860/Instagram-Chief-Faces-Outrage-For-Likening-App-s-Dangers-To-Car-Accidents/

Instagram Tests ‘Favorites’ Feature Prioritizing What Appears On Your Feed

Image via Ink Drop / Shutterstock.com

It looks like Instagram is testing a new feature that would allow you to add other users to your ‘Favorites’, so their posts would appear at the top of your news feed.

This could help users prioritize family, friends, or influencers they’re keener on hearing from.

As reported by Input, screenshots shared by developer Alessandro Paluzzi describe that “new posts from your favorites will appear higher in feed so you don’t miss out.”

Unfortunately, this ‘Favorites’ function has yet to be rolled out for external testing. Instagram told Input that the feature is still “an internal prototype that’s still in development.” Plus, as with most social media sites, not all new features being tested in-house eventually see the light of day.

Though Instagram purists still long for the days of the reverse-chronological feed, the company has confirmed that it’s never coming back.

The ‘Favorites’ function could be a compromise, allowing users to have some control over their feeds without ditching the platform’s engagement model entirely.

#Instagram is working on "Favorites" 👀

ℹ️ Posts from your favorites are shown higher in feed. pic.twitter.com/NfBd8v4IHR

— Alessandro Paluzzi (@alex193a) September 9, 2021

[via Input, cover image via Ink Drop / Shutterstock.com] http://www.designtaxi.com/news/415714/Instagram-Tests-Favorites-Feature-Prioritizing-What-Appears-On-Your-Feed/

Instagram Will Make Mandatory Birthday Checks, And Might Know If You’re Lying

Image via Instagram

In an update to the company’s policy, Instagram will now require users to share their birthday details. The social media app said this new rule is a step towards protecting young people on the platform.

While users have been required to provide their birthday details when signing up since 2019, earlier users may not have shared such information with the app.

Over the “next few weeks,” Instagram will notify users who haven’t shared their details to do so. Eventually, the platform will require this information from everyone.

According to Engadget, there are two scenarios in which users will be asked to share their birthdays. Firstly, they may receive a prompt “a handful of times,” asking them for their information.

Secondly, a different notification may also pop up if users try to view a post behind a warning message. They will not be able to see the posts till they provide a birthday, and younger users could possibly be blocked from seeing “sensitive content” altogether.

Image via Instagram

Interestingly, Instagram also said it will be using artificial intelligence to check if a user has provided a false birthday. Suspected users may also be asked to “verify” their details, though it’s unclear what that exactly entails at the moment.

“In the future, if someone tells us they’re above a certain age, and our technology tells us otherwise, we’ll show them a menu of options to verify their age. This work is still in the early stages, and we look forward to sharing more soon,” explained Instagram.

Aside from preventing them from viewing inappropriate content, the app is taking other steps to keep younger users safe. Teens’ accounts will be made private by default, and Instagram has also introduced safety measures to prevent strangers from messaging them.

[via Engadget, images via Instagram] http://www.designtaxi.com/news/415514/Instagram-Will-Make-Mandatory-Birthday-Checks-And-Might-Know-If-You-re-Lying/

Instagram Divulges How To Boost Your Rank On Its Search—Or Drag It Down

Image via Instagram

Following up its reveal about how its algorithm ranks posts, Instagram is now sharing how and which accounts get prioritized in its search tool. It turns out that, even when using the same keywords, who turns up first on your queries might differ from someone else’s. Nevertheless, the Facebook-owned company has also divulged how you can boost your username’s position across all related searches.

Its search tool might not be the first Instagram feature that comes to mind, but as Social Media Today points out, it is critical to your chances of your account discovered by your target audience. In a new blog post, Instagram breaks down how its app’s search feature works:

The first and most important factor is, of course, the text a user enters. “We try to match what you type with relevant usernames, bios, captions, hashtags and places,” Adam Mosseri, Head of Instagram, describes. But you already know that.

Now, this is where the results you get might differ from others. The next decision is made by a user’s previous activity in the app, such as who they follow, the posts they’ve viewed, and how they’ve engaged with certain profiles, ensuring a browsing experience that’s more tailored for everyone. “We usually show accounts and hashtags you follow or visit higher than those you don’t,” says Mosseri.

For those hoping to boost their presence on Instagram, the above is especially important. It indicates that, to have your account pushed up in search results, actively engaging with your audience is key.

Finally, Instagram also considers how popular matches are according to the query, and ranks them accordingly. So if a certain account related to your search gets more clicks, likes, shares, and follows, it’s more likely to come up first.

How to get “demoted” in Instagram searches

Here’s what not to do if you want to be visible everytime someone looks up your name or handle on Instagram. The company deprioritizes accounts, posts, and/or hashtags that don’t adhere to its Recommendations Guidelines. In fact, they’d even stay hidden until you spell out the username in full.

Deranked content includes content that promotes or portrays cosmetic procedures, the promotion of business models (such as “risk-free” investments) or health products with exaggerated claims, accounts with sexually explicit photos, content promoting adult services or pharmaceutical drugs, unoriginal content republished from another source without adding material value (such as meme accounts), “clickbait,” and contests or giveaways.

“We also balance searches for sensitive topics with additional safety measures to make sure we don’t show you related content that could be harmful,” Instagram adds.

How to be prioritized

Instagram has now shared three ways to increase your chances of appearing more often in its platform’s search results.

First of all, since search results are mainly influenced by the text used, you could tweak your handle or profile name such that it’s relevant to your content. In addition, if you’re addressed by your friends or fans by a certain name, you could use that as your username or profile name so that’d it be easier for them to look you up.

Also, you might want to fully utilize the little space you have in your bio by adding relevant keywords or locations there. If your business is based in a certain town, it could be helpful to include its location in your bio, for example.

The last consideration for discovery potential is the use of words and hashtags in your captions. It’s also apparently a misconception that including them in the comments would boost a post’s presence in search. “For a post to be found in Search, put keywords and hashtags in the caption, not the comments,” says Instagram.

[via Social Media Today, cover image via Instagram] http://www.designtaxi.com/news/415452/Instagram-Divulges-How-To-Boost-Your-Rank-On-Its-Search-Or-Drag-It-Down/

Instagram Is Abandoning ‘Swipe Up’ For Links, Allowing All To Share Them

Image via Ink Drop / Shutterstock.com

Instagram users have begun to receive notifications of the platform letting them know that the now-familiar “swipe up to see more” sentiment is about to see its end. From August 30, there will be a new way to attach links to stories, whether or not you have 10,000 followers.

Shared by tech reverse engineer Jane Manchun Wong and confirmed by YouTuber Sam Sheffer, the platform is rolling out a new sticker that appears to fall in the same family as the existing ‘Mention’ and ‘Location’ tags.

same pic.twitter.com/xIVEURtYzj

— Sam Sheffer (@samsheffer) August 23, 2021

Similarly to how tapping on a ‘Mention’ sticker takes you to the person’s Instagram profile, tapping the ‘Link’ sticker will open the associated webpage.

Unlike the current ‘Swipe Up’ gesture to attach links to a story, this new sticker looks to be available for everyone to use. Currently, only users with 10,000 followers and above would be able to share links via their stories, while others would have to resort to directing their followers to the link in their Instagram bio—or through roundabout means.

It has been reported that Instagram has been testing this since early this year. A few months later, the feature seems to have been deemed satisfactory enough to be introduced to the public next week.

As of august 30th Instagram will be getting rid of the swipe up feature In stories in exchange for a “link sticker” instead.

Open to all users This now allows:

-people to comment on stories with links
-people with less than 10k followers to add direct links to stories pic.twitter.com/xhGenQEcHw

— Beyoncé Of Marketing✨ (@JunaeBrown) August 23, 2021

[via 9to5Mac, image via Ink Drop / Shutterstock.com] http://www.designtaxi.com/news/415410/Instagram-Is-Abandoning-Swipe-Up-For-Links-Allowing-All-To-Share-Them/

Instagram Apologizes For Deleting Film Poster With Nipple, Then Brings It Back

Image via Natee Meepian / Shutterstock.com

Adding to a long chain of questionable censorship decisions made by its algorithm, Instagram took down the official poster for Spanish director Pedro Almodóvar’s upcoming movie, Madres Paralelas, as it shows a female nipple. The platform has since apologized for the takedown and reinstated it.

It was Javier Jaén, the Spanish designer for the artwork—which features a lactating nipple—who called out the social network for the ban. Instagram owner Facebook then put it back up with an apology issued to the Associated Press.

The company said that the poster had been deleted for “breaking our rules against nudity,” which prohibit the display of the female nipple. However, it added that its guidelines also allow for “exceptions… in certain circumstances,” such as if the imagery has “clear artistic context.”

“We’ve therefore restored posts sharing the Almodóvar movie poster to Instagram, and we’re really sorry for any confusion caused,” a spokesperson for Facebook elaborated.

Jaén had attempted a reupload of the movie poster before Instagram’s decision to reinstate the original, so there are now two of the same image on his profile.

The film, about two expectant single women in hospital with conflicting views about becoming mothers, is due to premiere at the Venice Film Festival on September 1.

[via Associated Press, cover image via ​​Natee Meepian / Shutterstock.com] http://www.designtaxi.com/news/415199/Instagram-Apologizes-For-Deleting-Film-Poster-With-Nipple-Then-Brings-It-Back/

New Instagram Phishing Scam Claims To Have Edited Your Pictures ‘For Hours’

Image via Michele Ursi / Shutterstock.com

Recently, users on Instagram have been receiving messages from random accounts, claiming to have edited their pictures “for hours.” This seems to be an emerging scam, targeting everyone, especially photographers.

According to a report by Yahoo, the messages received by users all follow a similar script. They’re told that their pictures have been edited, with the sender saying it took them “three hours to make.”

The message then contains a link to the so-called edited images, but upon clicking it, you’ll be requested to enter your Instagram login details, as per DIY Photography.

If you come across such messages, don’t enter your login details – this is a phishing scam designed to steal your credentials and information.

While most people may ignore such messages, some creators may not like that others have edited their pictures, causing them to fall for the phishing scam by attempting to the view the “edited images.”

Be sure to keep on the lookout for suspicious links and messages.

[via DIY Photography, cover image via Michele Ursi / Shutterstock.com] http://www.designtaxi.com/news/414997/New-Instagram-Phishing-Scam-Claims-To-Have-Edited-Your-Pictures-For-Hours/

How To Save Time Planning and Creating Social Media Content

How To Save Time Planning and Creating Social Media Content

There’s no denying that content creation is time-consuming. You have to think of what to post, create a graphic, write a caption, choose hashtags, post the content, and engage with your audience in the comments—and then do it all again, and again, and again.

While the challenges of social media content creation may feel daunting, showing up consistently has big benefits for your business. By posting valuable content consistently, you can:

  • Grow your audience
  • Increase brand awareness
  • Build authority in your industry
  • Improve engagement

If you are looking to achieve any of the benefits listed above, it is worth figuring out a sustainable strategy for saving time planning and creating social media content. The key to achieving this is twofold—planning in advance and batch working content creation.

How To Save Time Planning and Creating Social Media Content

Multitasking—A Cautionary Tale

Let’s take a moment to talk about something we all do—multitasking. Multitasking often feels productive because you are doing “all the things”, but in reality, multitasking is one of the least productive things you can do.

It has been estimated that only 2% of the population is actually proficient at multitasking. When you switch from task to task, it actually takes 50% longer to accomplish a task. (John Medina, Brain Rules).

“Only 2% of the population is actually proficient at multitasking.”

So what are the 98% of us that are not proficient multitaskers supposed to do? The answer—when it comes to social media content creation—is creating a system and batch working. Below is a process that you can repeat each month to save time planning and creating your social media content.

Content Planning Process

Each month, set aside time to map out your social media content for the following month. By outlining the content topics you want to cover for the entire month, you can look at your content from a higher level and be more strategic about your content plan. Plan on spending 1-2 hours each month mapping out your content for the following month.

Plan on spending 1-2 hours each month mapping out your content

Things to include in your content plan:

  • Number of posts. How often do you post (or want to post) each week? Keep in mind that quality and consistency are more important than the number of posts. Stick to a schedule and frequency you can sustain long-term.
  • Goals. What are your overall business goals for the month? How can your content support those goals?
  • Any important dates. Do you have a new product or service launching, or an event? Plug those into your plan first, so you can fill in supporting content around them.
  • Social media holidays you want to “celebrate”. Are there relevant social media holidays you want to celebrate on your social platforms? This list has a good roundup of these types of holidays, or you can always research those that are specific to your industry.

With this content roadmap, you can confidently go into the month knowing what content needs to be created each week (more on that later).

What Types of Social Media Content Should You Create?

One of the biggest challenges when it comes to social media content is knowing what to post. When creating content for social media, it is important to share a variety of types of content. Your content should educate, entertain, or sell.

Below are a few examples of businesses balancing content that educates, entertains, and sells.

Bulletproof (@bulletproof)

Bulletproof balances entertainment, education, and sales very well in their content. They highlight their products, share recipes and answer FAQS, and create funny, relatable GIFs.

How To Save Time Planning and Creating Social Media Content
Screenshot of Bulletproof's Instagram profile.

Shopify (@shopify)

Shopify shares inspiring personal stories of their customers, encourages conversation and engagement by asking questions, and sharing video content with “how” and “why” motivating life hacks.

How To Save Time Planning and Creating Social Media Content
Screenshot of Shopify's Instagram profile.

Flodesk (@flodesk)

Flodsesk highlights new features, shares tips and best practices for email marketing, and encourages engagement from their audience by asking “this or that” and “would you rather?” questions.

How To Save Time Planning and Creating Social Media Content
Screenshot of Flodesk's Instagram profile.

Another advantage of planning your content for the entire month is that you can better distribute and plan the types of content you will be sharing. Rather than scrambling to come up with something to post and potentially posting too many sales-focused posts or too many funny memes, planning in advance allows you to be more intentional and strategic with what you post. That ensures you are hitting all the marks building the know, like, and trust factor with your audience, serving them, and ultimately converting them.

Let’s say you want to share four posts per week. To balance your content types, you could share two educational posts, one sales-focused post, and one entertaining post each week. As you plan your month of content, you can start to plug in your content ideas according to that cadence and flow.

Bonus tip: This step of the process does not need to be high-tech. Simply use a monthly calendar (you can print one at Print-a-Calendar.com if you don’t have one) and grab some sticky notes and a pen and start jotting down your content topics. This process allows you to move things around as needed to better balance and distribute your content. Alternatively, you can plan in digital form on a Google calendar or in software like Asana, Trello, or Cickup. Choose the tool that works best for you so that you are more likely to use it.

When planning content, it is important to remember that content doesn’t have to be overly complicated. Really anything can be content if it is valuable to your ideal audience. Share your knowledge, take your audience behind the scenes, introduce your team, share customer testimonials or reviews, answer frequently asked questions. Know that you have insight that your audience craves—they told you that when they chose to follow you.

Streamline Content Creation With Batchworking

Let’s circle back to batch working and how to apply the tactic to content planning.

What Is Batch working?

Batch working is a highly focused, topic-specific form of working. When batch working, you divide your work into different hours/days and focus on only one thing at a time. Batch working can be applied to all areas of your life and work, but here we will focus on how to utilize it for content creation.

The idea is that by focusing on one task at a time, you can get into a flow state which is when your productivity and creativity truly flourish. The end result is better quality content in less time. A win-win!

Step 1: Plan a Month of Content

As outlined above, the first step in planning and creating social media content is to map out the entire month on content.

Assuming you have your monthly content plan and roadmap ready to go, each week you should follow the steps below to streamline the content creation piece of the puzzle.

How To Save Time Planning and Creating Social Media Content
Photo by @stilclassics.

Step 2: Create All Visual Content

With your content roadmap, decide what visuals need to be created for the week. Write a list of everything you need from stock photos, custom graphics, videos, Reels, cover images, etc.

Once you have the list, it’s time to start creating. For custom branded graphics, you can use a tool like Canva. Create (or purchase) a library of templates you can easily customize with different content each week. This keeps your branding consistent and also saves you time as opposed to starting designs from scratch each week.

How To Save Time Planning and Creating Social Media Content
Photo by Canva.

Step 3: Write All Captions

Captions do not have to take a long time to create. By batching captions and following a caption formula, you can quickly write captions that convert your audience. A good caption should include:

  • Hook: Grab their attention right off the bat. Think of the first 7-14 words of your caption like an email subject line. You have to inspire your audience to click “read more”.
  • Value: Deliver on what you promised in your hook and share content that educates, entertains, or sells.
  • Call to Action: Tell your audience what you want them to do next (i.e. share, like, comment, click, buy, sign up, tag, etc.). Keep your calls to action simple and fun to increase the likelihood that your audience will follow through.
How To Save Time Planning and Creating Social Media Content
Photo: Luke Southern via Unsplash

Step 4: Schedule Posts

Now that you have your visuals and captions, it’s time to schedule your posts according to your content calendar. Using Buffer’s Publishing tool, go to Settings and set your posting schedule.

How To Save Time Planning and Creating Social Media Content

Then navigate to your queue, drag and drop images and copy/paste captions and click “Schedule Post” or “Add to Queue”. Depending on the type of post, your post will either automatically publish at the scheduled time, or you will receive a push notification at the scheduled time to post yourself.

How To Save Time Planning and Creating Social Media Content

Step 5: Add Hashtags (if posting to Instagram)

If you are posting to Instagram, when you schedule your post, you also have the option to add up to 30 hashtags to the first comment of your post. Buffer’s hashtag manager allows you to save hashtag groups right in the platform. This makes it easy to choose the right hashtag group(s) to add to your post. When used thoughtfully and strategically, hashtags are a great way to extend the reach of your content.

How To Save Time Planning and Creating Social Media Content

Enjoy The Benefits of Planning & Scheduling Your Content in Advance

Imagine not having to constantly be wondering, “What should I post?”. As you get into the habit of planning and scheduling content in advance, you will start to see your efforts pay off. Not only will your content strategy benefit you, but you will also save yourself time and reduce stress around social media content. Instead of “posting just to post”, adopting a content batching routine allows you to create high-quality content when you are in your “content zone” and schedule it according to your social media strategy.

When you plan content in advance, your content can better support your overall business goals. If you have a product or service that you want to promote, an event or a company milestone, planning in advance lets you work backward to create strategic social media content that supports those goals.

Finally, by freeing up time and energy in the content creation process, you allow yourself to spend more time in other areas of your business. That extra time can be spent building connections and relationships with your social media community, or in other areas of your business like sales, admin tasks, networking or growing your team, or even on self-care. Think about what you would spend those extra hours on each month, and use that as motivation for sticking with your new content process.

Social media is a powerful tool for businesses. By planning in advance, you can leverage social media strategically and thoughtfully.


Instagram Called Out For Censoring More Art With New ‘Sensitive Content’ Default

Image via PixieMe / Shutterstock.com

This week, Instagram launched a new feature allowing users to control how much “upsetting or offensive” content appears on their Explore tab.

Instead of creators the user already follows in their regular feed, the Explore tab displays posts curated by the app’s algorithm based on the user’s account activity.

However, some artists on Instagram are pushing back against this new feature, asking their followers to allow for “sensitive content,” as not doing so might cause their artworks to be censored.

Currently, the platform defines “sensitive content” as “posts that don’t necessarily break our rules, but could potentially be upsetting to some people.” This includes violent or sexually explicit images, such as “pictures of people in see-through clothing” or posts that promote substances such as drugs or tobacco.

With the new feature, users will be able to choose if they wish to “allow” or “limit” such posts from appearing on their Explore tab, or “limit even more” for more protection.

Content creators and artists fear that the new controls will impact the reach of their art, especially as “limit” was set by Instagram as the default setting.

“We don’t know how this will affect artists yet, but the fact is that overnight, everybody’s settings all of a sudden included an option to limit the content they see to varying degrees,” artist Clarity Haynes told Hyperallergic.

“I think of it as a kind of sanitizing of art, and it will most negatively affect artists who are pushing the envelope. Decorative art that is not challenging will be fine, but LGBTQIA+ artists, artists of color, and feminist artists will probably be affected by this.”

Image via Facebook

.@Instagram launches 'Sensitive Content Control' feature

The feature lets you manage how much sensitive content shows up in Explore https://t.co/87pli9OUG7 pic.twitter.com/FPZucoPfRa

— Matt Navarra (@MattNavarra) July 20, 2021

[via Hyperallergic, cover image via PixieMe / Shutterstock.com] http://www.designtaxi.com/news/414868/Instagram-Called-Out-For-Censoring-More-Art-With-New-Sensitive-Content-Default/

Instagram Can Now Automatically Translate Text In Stories Into Over 90 Languages

Image via Michele Ursi / Shutterstock.com

Instagram has rolled out a built-in translation feature to Stories, allowing users to automatically translate any text that isn’t in their native language.

Stories differ from Instagram’s usual feed posts in that they disappear after 24 hours. Creators and influencers often use them as a more casual representation of themselves, to showcase behind-the-scenes content or their daily lives.

According to MacRumors, now, any time text appears on a Story that isn’t in a user’s original language, it will be automatically translated from more than 90 different languages. However, there isn’t an audio translation option, so you won’t be able to translate what your favorite foreign influencers are saying just yet.

In Stories that feature translations, a “See Translation” banner will pop up, prompting the user to tap on it to view the translated text. While Instagram has had built-in translation tools for feed posts since 2016, this is the first time it’s coming to Stories.

View this post on Instagram

A post shared by Instagram’s @Creators (@creators)

[via MacRumors, cover image via Michele Ursi / Shutterstock.com] http://www.designtaxi.com/news/414851/Instagram-Can-Now-Automatically-Translate-Text-In-Stories-Into-Over-90-Languages/

Instagram Hack Lets You Share Links On Stories Even Without 10K Followers

[Click here to view the video in this article]

Image via ALEX_UGALEK / Shutterstock.com

Everyone—whether small business owners, creators or anyone hoping to share an article—could benefit from the coveted ‘Swipe Up’ feature on Instagram stories that directs followers to a webpage. Unfortunately, this tool is currently only available for Instagram accounts with at least 10,000 followers.

The good news is that Instagram is testing link-sharing on stories for a broader set of users, as the company’s VP of Product Vishal Shah confirmed with The Verge. Here, links will appear as stickers that others can tap on.

While everyone else awaits for that to be an official feature, though, there are ways to add the ‘Swipe Up’ function to your Instagram stories, as social marketing tool Later reveals in a blog post. They’re not as straightforward as the feature that larger accounts are entitled to, but they’ll do if you absolutely wish to direct followers to your storefront or an article.

The trick, it seems, is to create IGTV videos, which let you add multiple clickable links to their descriptions. This turns IGTV clips into “landing pages” for your profile.

First, you’ll have to record a video that’s at least 60 seconds long and upload it as an IGTV video. You can then insert your links in the description.

To enable the ‘Swipe Up’ gesture, create an Instagram story and tap the link icon at the top of your screen, then select ‘+ IGTV Video’ and add the video you just recorded to your story.

Viewers can then swipe up your story to jump over to your IGTV video, where they’ll also be able to tap on links in the video’s caption.

For more details, head over to Later’s full blog post, where it also details a second way for anyone to add links to Instagram stories. You can also check out the video below for a step-by-step tutorial on sharing links to longform IGTV videos.

[via Later, cover image via ALEX_UGALEK / Shutterstock.com] http://www.designtaxi.com/news/414788/Instagram-Hack-Lets-You-Share-Links-On-Stories-Even-Without-10K-Followers/

Instagram Rich List Shows The ‘Highest-Paid’ Users Per Post On The Platform

Image via Shutterstock

Instagram, Instagram, Instagram, must be funny in a rich person’s world.

While the bulk of the community strives to be heard, famous personalities are easily raking in over a million dollars per post. That’s according to UK-based social media analytics tool Hopper HQ, which has just unveiled its annual ‘Instagram Richlist’ for 2021.

Based on its data, Cristiano Ronaldo leads the pack, bagging about US$1.6 million per post for promoting a product or service to his 310 million followers. The soccer star supersedes runner-up and last year’s highest-paid Instagram user, Dwayne “The Rock” Johnson—so you can imagine the damage Coca-Cola might have incurred as a result of the famous Ronaldo snub.

Johnson reportedly commands about US$1.5 million per sponsored post, and coming in close are Ariana Grande, Kylie Jenner, Selena Gomez, and Kim Kardashian.

Interestingly, the firm notes that Instagram wealth is beginning to spread more evenly around the world, with influences from Africa and Asia taking up 25% of the list, as opposed to a mere 15% last year.

Hopper HQ says it pulls from internal statistics, “agency rate cards, and public information” to generate its wealth rankings.

It’s, of course, practically impossible for most people to earn as much as these personalities through Instagram posts. The social network, however, has recently disclosed that photo-sharing is no longer its priority.

This means that brands and creators can look to other features to turn a profit on this potentially lucrative platform, such as the ‘Shopping’ feature, which allows the community to browse and shop products featured in posts. You could also maximize your online presence and boost engagement by understanding how Instagram’s algorithm works, as explained directly from Instagram.

Check below for some of the richest Instagram accounts of 2021, according to Hopper HQ’s findings. For the full list, head here.

1. Cristiano Ronaldo (@cristiano): US$1,604,000 per post

2. Dwayne Johnson (@therock): US$1,523,000 per post

3. Ariana Grande (@arianagrande): US$1,510,000 per post

4. Kylie Jenner (@kyliejenner): US$1,494,000 per post

5. Selena Gomez (@selenagomez): US$1,468,000 per post

6. Kim Kardashian (@kimkardashian): US$1,419,000 per post

7. Lionel Messi (@leomessi): US$1,169,000 per post

8. Beyoncé (@beyonce): US$1,147,000 per post

9. Justin Bieber (@justinbieber): US$1,112,000 per post

10. Kendall Jenner (@kendalljenner): US$1,053,000 per post

Click to view enlarged version

Click to view enlarged version. Image via Hopper HQ

Click to view enlarged version

Click to view enlarged version. Image via Hopper HQ

Click to view enlarged version

Click to view enlarged version. Image via Hopper HQ

Click to view enlarged version

Click to view enlarged version. Image via Hopper HQ

[via B&T, images via various sources] http://www.designtaxi.com/news/414574/Instagram-Rich-List-Shows-The-Highest-Paid-Users-Per-Post-On-The-Platform/

Instagram Declares It Is No Longer An App For Sharing Photos

Image via Jimmy Tudeschi / Shutterstock.com

With the rise of TikTok, Instagram has begun to shift its sights to take on the newer social media platform.

In a video posted to his Twitter, Head of Instagram Adam Mosseri shares that instead of Instagram stagnating as an app focused solely on sharing photos, it has evolved into a community where users turn to “to be entertained.”

“We are no longer a photo-sharing app,” Mosseri can be heard saying in the video. “The number one reason people say they use Instagram, in research, is to be entertained.”

Already in testing, Instagram aims to work with an algorithm similar to YouTube and TikTok, showing users more recommendations in their feeds rather than just content from accounts they follow. And it makes sense, since the two platforms are Instagram’s biggest competitors when it comes to video.

However, this change isn’t new. In 2016, Instagram had already announced that feeds would cease their reverse-chronological order, favoring a feed suited to individuals’ interests. This follows similar moves by Facebook and Twitter in the early 2010s, much to the dismay of many users who were accustomed to a chronological feed they had curated for themselves, rather than relying on an algorithm to curate it for them.


Instagram Confirms ‘Exclusive Stories’ For Accounts To Start Member’s Clubs

Image via PixieMe / Shutterstock.com

Following in the footsteps of Twitter’s subscription model, Instagram has now confirmed it’s working on a new paid feature, ‘Exclusive Stories’.

For the past two weeks, screenshots of the rumored feature have been circulating online following Alessandro Paluzzi’s tweet. Instagram later confirmed to TechCrunch that the screenshots were of an internal prototype the company was working on.

According to Engadget, users who chance upon Exclusive Stories will be told “only members” can view the content. It also appears that viewers won’t be allowed to screenshot these videos.

Content creators might have to add previews of these paid stories to their Highlights in order to entice followers into shelling out for the subscription.

Though Instagram has yet to announce a launch date for this feature, it’s clear the company is following other social media platforms in developing new ways to keep content creators on the app. Could your favorite influencers be offering paid behind-the-scenes content on Instagram? We’ll find out soon.

#Instagram is working on stories for fan clubs, exclusive stories visible only to fan club members 👀

ℹ️ It is not possible to take screenshots of exclusive stories. pic.twitter.com/GAYvRFVBss

— Alessandro Paluzzi (@alex193a) June 21, 2021

[via Engadget, cover image via PixieMe / Shutterstock.com] http://www.designtaxi.com/news/414525/Instagram-Confirms-Exclusive-Stories-For-Accounts-To-Start-Member-s-Clubs/

Instagram Lets Some Users Post From Desktop: Find Out If You’re One Of Them

Image via Postmodern Studio / Shutterstock.com

Instagram is reportedly conducting a trial that lets some users post to their feeds directly from a desktop browser. This is the first known instance in which the photo sharing platform has publicly allowed users to post an image from outside its mobile app.

Instagram confirmed the test to Engadget, saying: “We know that many people access Instagram from their computer. To improve that experience, we’re now testing the ability to create a Feed post on Instagram with their desktop browser.”

Since the pandemic hit last year, people have been spending more time on their desktops and laptops, doing everything from working to video conference and browsing the internet right from their desk. This could perhaps be a reason Instagram’s looking to expand its posting capabilities from more than just the smartphone app.

Previously, leaker Alessandro Paluzzi spotted desktop posting capabilities on Instagram, though his findings at the time only showed an internal test. Now, more selected users are seeing this new feature enabled on their desktops.

According to a test by Engadget, it appears to still be possible to upload multiple photos, edit, and apply filters to images from the desktop browser. There doesn’t seem to be any significant changes when compared to the smartphone app, either.

It’s hardly a surprise Instagram is moving in the direction of its parent company, Facebook. Earlier this week, it was also reported that the company was testing another feature that would place “suggested posts” into users’ feeds among posts they’ve chosen to follow.

As per CNET, you’ll know if you’ve been selected upon logging in, as a pop-up will appear to alert you should you have the feature.

If you’re one of the lucky ones, here’s how to post directly from your desktop:

1. You’ll see a ‘+’ button on the right corner in the top navigation bar of Instagram.com’s desktop website, between the ‘DM’ and ‘compass’ icons. Click on it.

2. Drag and drop the pictures or videos you wish to upload.

3. Make edits and/or apply filters.

4. Add your caption, geo tag, or tag others in your post.

While it’s currently unclear when both trials will be fully rolled out, it seems it won’t be too far off in the future.

NEW! @Instagram lets you create + publish posts via desktop! pic.twitter.com/JWzwKg1kyO

— Matt Navarra (@MattNavarra) June 24, 2021

Now we're talking @instagram

Can now upload from desktop 🤩 pic.twitter.com/d12t0VAYO5

— Dean Davies (@deancdavies) June 24, 2021

Well this is a massive shift – you can now create and post Instagram photos from desktop 👀 pic.twitter.com/V7Pp0eBwwn

— James Daly (@JamesDaly90) June 23, 2021

[via Engadget and CNET, cover image via Postmodern Studio / Shutterstock.com] http://www.designtaxi.com/news/414459/Instagram-Lets-Some-Users-Post-From-Desktop-Find-Out-If-You-re-One-Of-Them/

Instagram Finally Confirms How Posts Are Ranked… And Why Chronological Is Dead

Image via Shutterstock

Instagram has always been tight-lipped about the way its algorithm works, but it seems that—after years of mounting rumors about the feed being biased and sexist—the social network finally broke down and addressed how posts and stories are prioritized.

In an unexpected blog post, Head of Instagram Adam Mosseri unraveled mysteries about its algorithm, like how feeds, Instagram Stories, and the Explore tab are ranked, as well as why the dearly-missed chronological feeds will no longer work in this era.

First off, Mosseri clarified that Instagram’s AI isn’t as one-dimensional as users might think, and that it is really made up of “a variety of algorithms, classifiers, and processes, each with its own purpose.” This means that Stories are boosted differently from content on the Explore page; for instance, “People tend to look for their closest friends in Stories, but they want to discover something entirely new in Explore,” Instagram explained. “[So] we rank things differently in different parts of the app, based on how people use them.”

Image via Maximillian Piras / GIPHY

As for why some of your posts are more popular than others, and why certain Stories and posts are shown in your feed first, Instagram named the four “signals” that help its algorithm rank content. In order of importance, they are:

“Information about the post,” such as how many likes a post has already gotten and “more mundane information” like when the photo was uploaded, what location it is tagged at, and how long a video is.

“Information about the person who posted,” where the algorithm gauges “how interesting the person might be to you” in terms of the frequency of interactions people have had with them over the past weeks.

“Your activity,” which gives the algorithm clues about your interests and signals like how many posts you have liked.

And lastly, there’s “your history of interacting with someone,” which tells Instagram whose content to push based on your interactions with a particular user, such as whether the both of you have commented on each other’s posts.

Image via gifnews / GIPHY

Instagram said it used to limit duplicate content across Stories in the past, “but we see a swell of reshared posts in big moments – everything from the World Cup to social unrest – and in these moments people were expecting their Stories to reach more people than they did, so we stopped.”

And to answer the question about whether chronological feeds will ever be back, the straight answer is no. Mosseri explained that while it was feasible to display a “single stream of photos in chronological order” when Instagram launched in 2010, the platform has since grown exponentially, and prioritizing content one way would limit most posts from showing up in your feed.

“As more people joined and more was shared, it became impossible for most people to see everything, let alone all the posts they cared about,” Mosseri said. “By 2016, people were missing 70% of all their posts in Feed, including almost half of posts from their close connections. So we developed and introduced a Feed that ranked posts based on what you care about most.”

Finally, Mosseri shared that there is a way to “train” the algorithm.

To discover more posts you actually want to see, you can: select your Close Friends, which tells Instagram whose Stories and posts you’d be most interested in; mute accounts who aren’t as important to you; and label recommended posts as “not interested.”

Image via Vishav Arora / GIPHY

You think you wan Chronological Social Media feeds. You actually don’t – you’ll miss far more of the content you want to see. Seeing the best content > seeing content that happens to be posted then you open the app.

Head Of Instagram @mosseri wrote about it today: pic.twitter.com/Afwy3KRUM3

— Jack Appleby (@JuiceboxCA) June 8, 2021

[via 9to5Mac, cover image via Shutterstock] http://www.designtaxi.com/news/414274/Instagram-Finally-Confirms-How-Posts-Are-Ranked-And-Why-Chronological-Is-Dead/

Instagram Makes Hiding ‘Like’ Counts An Option For All Users

Image via Facebook

For the last couple of years, Instagram has been trialing hiding like counts on posts. Now, the social media app will finally allow all users the option of hiding their public like counts on their profiles.

Instagram had originally tested hiding like counts to make the app a less pressurizing experience for content creators. However, it received mixed feedback, with some users preferring the option of not worrying about how many ‘likes’ their posts got, while some found it difficult to get a sense of what was popular.

Starting today, users will have the option to hide like counts on all posts, so they won’t see any like counts at all.

There’s also an option to hide the number of likes on your own posts, so followers won’t be able to see your like counts either.

Users can additionally choose to be selective with which posts to show or hide like counts, as Instagram will allow them to make a choice before sharing a post. The setting can be switched on and off, even after the post has gone live – so you will always have the option of hiding your likes for existing posts.

In the next few weeks, these new updates will also be rolling out to Facebook, so you’ll have the choice of hiding or keeping your posts’ like counts on that platform, too.

To stop viewing all likes, head over to settings, type “Posts” and select ‘Hide Like And View Counts’.

To switch off the visibility of your profile’s like counts from everybody, tap the three dots on the top right corner of a post, and select ‘Hide Like Count’.

Image via Facebook

[via Facebook, images via Facebook] http://www.designtaxi.com/news/414159/Instagram-Makes-Hiding-Like-Counts-An-Option-For-All-Users/

Follow Mike Armstrong on his main Mike Armstrong Speaker Instagram Account here!

4,072 Followers, 7,502 Following, 416 Posts – See Instagram photos and videos from Mike Armstrong (@mikearmstrongspeaker)
— Read on www.instagram.com/

Business and Sports News from Mike Armstrong – See http://mikearmstrong.me

How a Candle Company Uses Social Media to Drive a Better Customer Experience

How a Candle Company Uses Social Media to Drive a Better Customer Experience

The best marketers today are building loyal fans by engaging with their audience in the comments and in messages. By approaching every conversation with genuine interest, they are leveraging social media to drive a remarkable and unforgettable customer experience that has fans coming back over and over again. But how exactly can you create this remarkable customer experience on social media?

One marketer that has mastered the art of social media to drive a better customer experience is Bryanna Evans. She’s the Social Media Manager at Southern Elegance Candle Company (SECC), a home fragrance and budding lifestyle brand that captures the warmth and hospitality that the South is known for. Not only has her focus on engagement helped them build loyal fans, but it’s also helped them double or triple their revenue, as its founder and CEO D’Shawn Russell told us: “Our social media makes us a lot of money… We went from doing maybe $20,000-30,000 a month just posting pretty images to well over a $100,000 a month now simply by engaging people more.

Read on for a behind-the-scenes look at how SECC creates a positive customer experience on social media that has customers coming back over and over again. You’ll hear directly from Bryanna Evans, Social Media Manager at SECC, and you’ll learn:

  • How a positive customer experience on social media can bring significant value to your business
  • How your audience can help you with your business’ marketing and product development strategy
  • The tool Bryanna uses to more efficiently engage with SECC’s audience
  • What social platforms are most successful for customer engagement
How a Candle Company Uses Social Media to Drive a Better Customer Experience

This post is part of the #BufferBrandSpotlight, a Buffer social media series that shines a spotlight on the people that are helping build remarkable brands through social media, community building, content creation, and brand storytelling.

This series was born on Instagram stories, which means you can watch the original interview in our Highlights found on our @buffer Instagram profile.

Tell us more about you! What’s Southern Elegance Candle Co. (SECC) all about and what’s your role there?

Southern Elegance Candle Company is a home fragrance and budding lifestyle brand that captures the warmth and hospitality that the South is known for. The fragrances we offer are inspired by our CEO, D’Shawn Russell’s experiences growing up in the South. Through our products, individuals are able to experience the joys of southern-living no matter where they are.

My name is Bryanna Evans and the role I play at Southern Elegance is multifaceted, but my major responsibilities include social media management and overseeing customer service. Although many think of them as separate entities, I feel that they overlap quite a bit. Both assist in my process for developing strategies that appeal to consumers, content creation, and building authentic connections with our audience.

How a Candle Company Uses Social Media to Drive a Better Customer Experience

Why does customer experience on social media matter?

In this digitally charged age, everything is at the touch of our fingertips. We’ve been conditioned to expect information just as quickly as we consume it. The same holds firm for customer experience on social media. It’s often the first impression potential consumers have of the company and whether it’s worth investing in them, (browsing their social media platforms, following accounts, purchasing products). It can make or break a brand.

How does SECC create a positive customer experience on social media?

We use our platforms to cultivate a welcoming environment centered around unity and inclusivity. Our tagline ‘Modern Values, Southern Charm’ plays a huge role in our content creation process- from graphics to captions, we try our best to ensure that anyone who comes across our feed feels accepted. We engage with our audience as if we’re long-time friends whether they’ve been following since the beginning or just visiting out of curiosity. That energy also translates into how we approach questions, answer comments, email, and DM’s.

We engage with our audience as if we’re long-time friends whether they’ve been following since the beginning or just visiting out of curiosity. That energy also translates into how we approach questions, answer comments, email, and DM’s.

What are SECC’s most successful social platforms for customer engagement and why?

Instagram and Facebook are our most successful platforms, with TikTok on their heels. I would credit our success to our genuine interests in our audience. The internet has made many skeptical- It’s often hard to know if a brand really cares about you as a consumer or just your money. This feeling can be amplified through robocalls and chatbot assistants. If someone comments on our posts, we comment back. If they call they’re met with a welcoming voice. We spark conversations through quizzes, videos, contests & giveaways.

I would credit our success to our genuine interests in our audience. If someone comments on our posts, we comment back. If they call they’re met with a welcoming voice. We spark conversations through quizzes, videos, contests & giveaways.

How a Candle Company Uses Social Media to Drive a Better Customer Experience
Instagram post found here.

How do you learn from your community to help guide your marketing and product development strategy?

Our community is very vocal about what they desire from us. We often get messages regarding fragrances and products they want to return or see. However, in the event that we decide to launch a new product or scent, we try to include them in the process as much as possible. We allow them to test scents, vote for new fragrances, and name candles. We actively seek their feedback and test interest in future projects through story polls, surveys, and asking questions.

How a Candle Company Uses Social Media to Drive a Better Customer Experience
Facebook post found here.

How does managing SECC’s social media account and community look like on a day-to-day basis?

We always have a lot going on, so content is planned on a weekly basis. Personally, organization is key. I have to manage my time wisely; to do so I use a personal planner, a social media planner, and two whiteboards. One whiteboard has a tentative time-based schedule written out. This allows me to pivot if something arises and I need to help out on the floor or have an influx of calls for the day. The other contains important reminders for upcoming projects and tasks.

My workday usually starts at 8 AM. When I arrive I review my planners, and reminders for the day. The next hour of work is dedicated to answering customer service emails. For the next half-hour, I create any graphics I need for the day and schedule a few posts, if I haven’t done so over the weekend. Afterward, I dive straight into our Instagram and Facebook DMs. I also reply to comments from anywhere between thirty minutes to an hour. I then take a bit of time to check my work emails and knock out a few things on my to-do list. I also take this opportunity to plan and execute at least one TikTok video for the week for the company account.

We post to our Instagram and Facebook stories daily- depending on what’s happening on the floor I post behind the scene footage around 11:30 AM or 1:00 PM. Throughout the day I share stories we’ve been tagged in or important announcements like sales. After lunch, I go back to answer any new customer service emails, schedule any other posts if needed, answer DMs, story replies, and comments. My day typically ends at 4 PM. Before I leave for the day, I make sure to answer any lingering emails.

We post to our Instagram and Facebook stories daily- depending on what’s happening on the floor I post behind the scene footage around 11:30 AM or 1:00 PM. Throughout the day I share stories we’ve been tagged in or important announcements like sales.

Walk us through how you use our new engagement tool. What are your favorite features?

Buffer’s new engagement tool has really helped to boost the efficiency of replying to comments. My favorite engagement feature by far is the alerts, as they’re a huge time saver. I love how they allow me to prioritize which ones I need to reply to ASAP. When I see a shopping cart or question icon I know that may need to have detailed information available for that individual. An added perk is that the tool makes it easy to scroll through comments on each post and locate those pesky spambot comments so they can be removed or hidden.

What advice do you have for brands that want to start using social media to build a community of loyal followers?

My advice for brands looking to use social media to build a loyal community is to start conversations, gather feedback, and be real with your followers. Social media can be intimidating but at the end of the day, there’s no wrong or right way to go about it. What works for Southern Elegance, may not work for another company. It’s all trial and error. It’s important for brands to experiment with different approaches and see what sticks. A good start is looking into the topics, trends, and habits of your target audience and using that information to curate engaging content.

What works for Southern Elegance, may not work for another company. It’s all trial and error. It’s important for brands to experiment with different approaches and see what sticks. A good start is looking into the topics, trends, and habits of your target audience and using that information to curate engaging content.

I actually follow some of my professors from college. They regularly post articles, start conversations around emerging trends, social media, public relations, and marketing practices. I try to stay active on social media- Even if I don’t post daily, I set time aside to go through each platform, take note of memes, recurring topics, trending hashtags, etc. If I see something I think I can apply or rework to fit Souther Elegance I take notes and dig deeper.

Additionally, in my free time, I take online courses, and attend “YouTube University.” Social media is constantly changing and I’ve found that the best way to keep up with the algorithm changes, updates, and latest strategies is to just put time aside to actively learn.

What’s your favorite SECC product and why?

My favorite Southern Elegance product would have to be our wax melts and warmers. I just turn my warmer on, pop a wax melt in, and go about my day. My favorite fragrances are our Charleston: Sweet Tea and our Savannah: Peach & Champagne as they remind me of my time spent growing up in Georgia and attending my alma mater Georgia Southern University.

How a Candle Company Uses Social Media to Drive a Better Customer Experience
Instagram post found here.

Have any questions for Bryanna? Feel free to reply with your questions to the Twitter post below and Bryanna or someone from the Buffer team will get to them as soon as possible.


Introducing a Better Way to Engage With Your Instagram Audience

Introducing a Better Way to Engage With Your Instagram Audience

What if I told you engaging with your customers on Instagram can double or triple your revenue?

That’s exactly what happened to Southern Elegance Candle Co. as its founder and CEO D’Shawn Russell told us:

“Our social media makes us a lot of money… We went from doing maybe $20,000-30,000 a month just posting pretty images to well over a $100,000 a month now simply by engaging people more.”

Russel and Southern Elegance Candle Co aren’t alone. Brands like Glossier (which attributes 70% of its growth to owned, earned, peer-to-peer, or organic channels), MadHappy, and Sass & Belle, focus on responding to almost every customer on Instagram.

So it can be incredibly powerful to focus on engagement. But how do you actually stay on top of every comment?

After working and testing with thousands of customers, we have developed a solution that is truly focused on enabling you to build better relationships and a stronger brand on Instagram.

We are excited to share it’s available to all Buffer customers today!

(If you are not a Buffer customer yet, you can get started at just $15 per month.)

Introducing Instagram engagement in Buffer

Every time an Instagram comment goes unanswered, an opportunity to create a lifelong customer is lost.

The problem?

Staying on top of these interactions is really hard.

Notifications from Instagram quickly disappear and important comments slip through the cracks. And we get why — no one has the time to hang out on Instagram 24/7. Your time is precious, and we’re here to help you win it back.

With this latest addition, you’ll be able to reply to more comments, stay on top of important interactions, and turn your followers into fans. All from the comfort of your Buffer dashboard.

Introducing a Better Way to Engage With Your Instagram Audience

Never miss a comment

It’s really easy to miss new comments among the likes, follows, and mention notifications on Instagram. For most small business owners and marketers, this means checking Instagram regularly to keep a close eye on important comments.

We have experienced this ourselves with our own Instagram account and have heard the same from many customers. And that’s why our engagement features are built specifically to help you stay on top of all your comments.

There are all the benefits of community building and engagement but it’s also a huge time saver for me. I can’t tell you how helpful it has been.

Introducing a Better Way to Engage With Your Instagram Audience

Right at the top, you can immediately see how many unanswered comments you have. The familiar grid view make it super easy and quick for you to jump to the respective Instagram posts to respond to a comment.

You can quickly reply to as many comments as possible, and if there’s a comment that doesn’t need a respose you can easily dismiss it by clicking on the checkmark beside the comment, and it will be considered as “answered”.

Course creator and artist Tamer Ghoneim shared with us, “it’s really important to me to try to reply to every comment but finding them was impossible, notifications expire, and I just didn’t have a good way to manage comments on Instagram. I can’t begin to tell you how happy I was when saw the engagement features in Buffer. I literally spent hours if not days looking for something like this. There are all the benefits of community building and engagement but it’s also a huge time saver for me. I can’t tell you how helpful it has been.”

Prioritize important conversations

Notifications in Instagram are shown in a reverse-chronological order. So for most people you’ll see the latest notifications first and likely work your way through in the order they are displayed.

But the latest notification might not be the most important or urgent one to respond to. There could be a comment about a major issue with an order or a comment from an influencer asking about your products—hidden somehow in the middle of all your notifications. These are the comments you might want to prioritize.

With Buffer, you can do just that. We use a mix of filtering and machine learning to identify three types of comments that you might want to check out first:

  1. Negative comments
  2. Comments about an order
  3. Comments with a question
Introducing a Better Way to Engage With Your Instagram Audience

Posts with one or more of these comment types will have a label so that you can spot it right away. No more scrolling and searching. Just click on the post and jump right over to answer the comment.

“We use the Engage tool on a daily basis to ensure we never miss a comment or question from our community. I really like how it flags out comments that may be an issue or that is potentially an important question that we may have missed,” said Stephanie Kaluza, the social media manager of Sass & Belle.

The fastest way to engage on Instagram

Time is one of the most important assets for small businesses. There are always so many things to do and so little time. We want to help small business owners and marketers take back their time so that they can work on other parts of their business and also contribute back to their communities.

First, being able to reply to comments on a laptop and desktop allows you to get through the comments much faster than doing so on a mobile app—without compromising on the quality and thoughtfulness of the response.

“It is difficult to stay on top of Instagram, especially since as a full-time marketer, I’m on a laptop/desktop most of the time and IG is so mobile device oriented. You can’t do everything on the platform from a desktop. Bravo for Buffer’s ingenuity!” Beverly McLean, CTC, Director of Social Media at Covington Travel told us.

Second, there are hotkeys to help speed up your engagement:

  • Use the Up and Down arrow keys to navigate your comments
  • Hit CTRL + D to dismiss comments
  • Hit ENTER to send a reply (and you’ll automatically be brought to the next comment)
Introducing a Better Way to Engage With Your Instagram Audience

Finally, sometimes you might just want to respond with a quick emoji (especially when responding to an emoji comment). Buffer studies the emojis you use most often and suggests them to you when you are responding to a comment.

Build a lifetime audience

For many years, businesses have simply focused on publishing lots and lots of content. The ones that have been able to build a community of loyal following are those that understand our human instinct to connect and socialize.

While many businesses are not being super responsive on social media, this is an easy way to stand out from the crowd, impress your fans, and build a relationship.

If you have a Buffer (Publish) subscription, this has been added to your account for free! Simply click “Engagement” in the upper-left corner to start engaging your fans on Instagram—right within Buffer.

Otherwise, we would love for you to try Buffer for free for 14 days.  


Do I have to pay extra for this feature?

Nope. If you have a Buffer (Publish) subscription, this has been added to your subscription for free. If you are not a Buffer customer yet, you can get started here at just $15/month.

Can I use this for Facebook, Twitter, or LinkedIn?

We are working on integrating with Facebook right now, so that you’ll be able to reply to comments on your Facebook Page. We do not have a timeline for Twitter and LinkedIn yet.

Does this work for all Instagram profiles?

This only works for Instagram business profiles. If you are using an Instagram personal profile for your business, you could consider converting to a business profile to take advantage of this feature (and our publishing and analytics features).


Selling on Social 101: How Blume Markets and Sells to a Gen Z Audience

Selling on Social 101: How Blume Markets and Sells to a Gen Z Audience

As the buying power of Gen Z grows, marketers at businesses of all sizes are searching for novel ways to connect with this audience and build lasting customer relationships.

It’ll come as no surprise that social media platforms are of the best ways to connect with this generation — which includes today’s teenagers and those in their early 20’s. But marketing to Gen Zers means much more than simply posting pretty pictures and memes.

So what does it take to stand out and connect with this valuable audience in 2021?

One brand that has mastered the art of marketing to Gen Z is Blume, a fast-growing skin, body, and period care brand on a mission to break boundaries and smash taboos.

In this interview, you’ll hear directly from Janice Cheng, Brand and Community Manager at Blume, and you’ll learn:

  • How to build a brand that connects with Gen Z
  • How to market and sell on social media
  • The key to understanding Gen Z’s preferences on social media
  • Successful strategies to use when marketing to Gen Z
Selling on Social 101: How Blume Markets and Sells to a Gen Z Audience

This post is part of the #BufferBrandSpotlight, a Buffer Social Media series that shines a spotlight on the people that are helping build remarkable brands through social media, community building, content creation, and brand storytelling.

This series was born on Instagram stories, which means you can watch the original interview in our Highlights found on our @buffer Instagram profile.

Tell us more about you! What’s Blume all about and what’s your role there?

My name is Janice and I’m based in Vancouver! I’m the Brand Manager at Blume—a fast-growing skin, body, and period care brand on a mission to break boundaries and smash taboos. I joined the team back in June 2019 as the 3rd hire and EA to our founders Taran & Bunny. Now, I’ve been in this Brand role for almost 9 months.

Selling on Social 101: How Blume Markets and Sells to a Gen Z Audience

Why do you think your Gen Z audience connects with your brand?

Gen Zers are conscious (smart) consumers and the most connected generation ever. Growing up with social media, they want transparency, community, and look for brands that align with their values. I think Blume checks off all those boxes in a really genuine way! Since day one, we’ve been more than just our products. Blume is breaking stigma by having conversations about extremely normal, yet still taboo topics, like acne, puberty, periods, and sex ed. As I’m sure most of us know, these are “issues” that carry well into adulthood, so a lot of our audience are millennials as well.

Gen Zers are conscious (smart) consumers and the most connected generation ever. Growing up with social media, they want transparency, community, and look for brands that align with their values.

We’re also a brand that cares. We launched the thestatesofsexed.com, Future World Shapers Award (created for Gen Z change-makers), and generally produce engaging and shareable content. More importantly, we prioritize using our platform to amplify the voices of our community and speak up on issues important to us; this includes climate change, the Black Lives Matter movement, and even our pandemic response. Our audience teaches us a lot, and more than anything, they’re our friends! This is all translated through our brand voice cohesively across all channels.

Tell us about a recent social media campaign. What made it so successful?

We’re only about 2.5 years old but one of my fave moments was our in-house Blume Celebrates Skin campaign (a campaign focused on being confident in our own skin is undefined and unrestricted by our physical appearances or the bumps and blemishes on our skin). We were only about five people then (half of our team now) and it was so much fun because it came from our hearts. Quickly and organically, it grabbed the attention of Allure and Daily Mail UK. Sometimes metrics are tricky with these kinds of campaigns. Say someone comes across this campaign and finds new strength and bravery in their natural skin. Although can’t quantify feelings, the reviews and customer testimonials are invaluable to our team.

Selling on Social 101: How Blume Markets and Sells to a Gen Z Audience
Instagram post found here.

BUT! Meltdown (our best-selling acne treatment) continues to be our top community favorite and campaigns like Celebrate Skin reinforce that. Ultimately, our social media goal is to increase engagement, and this campaign accomplished that for us. We’re about to have some of our biggest campaigns this new year! So stay tuned.

Where do you find inspiration for Blume’s social media content?

Recently, a lot on TikTok (obviously), community pages like Girlboss, and also meme pages. We have an #inspo Slack channel where we share things we see on our feeds and Explore pages and what’s circulating in our own friend’s groups! Pro tip: start an #inspo channel whether just for yourself or with your team.

How does Blume leverage user-generated content to connect with its Gen Z audience?

Community is core to all we do. Beyond our products, for us, it’s about adding value to Gen Z, and user-generated content (UGC) is a huge part of that. Using UGC is more impactful than using traditional models or lifestyle images because UGC is by actual people in our community—reflecting a range of real skin. It’s the best way to relate to this audience!

Using UGC is more impactful than using traditional models or lifestyle images because UGC is by actual people in our community—reflecting a range of real skin.

Also, Gen Zers are so creative because producing content is second nature to them so partnerships together are so fun. I love looking through our tagged posts every week and seeing people embrace their shelfies and natural skin. We give them full creative freedom! So rather than believing what we have to say about our products, you should believe our community through UGC, their captions, reviews, and experiences.

Selling on Social 101: How Blume Markets and Sells to a Gen Z Audience
Instagram post found here.

How does Blume embed UGC, customer testimonials, and reviews across all its marketing channels?

We have an incredible tiny team of two that keeps the rest of the team, especially marketing, up to date with all inquiries, trends, and themes of the week. For example, our Meltdown before & after shave has always been highly effective for us because a photo equals a thousand words.

In skincare, especially clean beauty care, it’s really important for us to spotlight the effectiveness of the product and how our products actually work. We’ll use before/after photos and other UGC in ads, Instagram story features, and email newsletters. With permission, of course.

On a regular week, we try to post UGC and/or testimonials about 3-4x on our social media channels.

In skincare, especially clean beauty care, it’s really important for us to spotlight the effectiveness of the product and how our products actually work.

What are Blume’s most successful social platforms for selling and why?

Definitely Instagram—still cracking the code for TikTok. Ultimately, Gen Zers are the trendsetters and determine what’s next. Something can come and go overnight so we have to be quick to pivot, adapt and execute. We can plan all we want but our best performing posts often tend to be non-product focused ones. If we had a Meltdown post planned on a day where the world actually needs more empathy and love, we’ll swap it for a journal prompt post or check-in.

What advice do you have for brands that want to start selling on social media?

Make a list of brands that you love and dig deep into the “why.” For Blume, the core criterion for selling on social is based on value; we focus our marketing on educational content about our products and brand, community building through UGC campaigns and partnerships, and aesthetic shareable graphics.

Also, GET. ON. TIKTOK. Whether to start your brand page or just to get in touch with Gen Z culture, it’s worthwhile I promise you. Here are three easy things you can start right away: write copy like a human (not a robot), have fun with emojis, and start following people to bring eyes to your page!

Selling on Social 101: How Blume Markets and Sells to a Gen Z Audience
Fllow Blume on TikTok here.

For Blume, the core criterion for selling on social is based on value; we focus our marketing on educational content about our products and brand, community building through UGC campaigns and partnerships, and aesthetic shareable graphics.

Personally, I follow Gen Z brands that I admire, read lots of Glossy and Beauty Independent, and ask our awesome Influencer, Lead Eman, for the 411 on what’s cool and what’s not. I also used to scroll TikTok for 4 hours a day (lol) for simultaneous entertainment and market research.

What’s your favorite Blume product and why?

I’d like to say Meltdown because that’s everyone’s #1 and I’ve had a lot of stress acne through 2020, BUT my runner-up is definitely Hug Me, our natural deodorant. Random fact: the probiotics, our secret ingredient, has adapted to my body so well I hardly need deodorant anymore. It’s also unscented so I recommend it to EVERYONE. I might be biased but these two are also my faves because their names are so fun to play with when copywriting. 👋

Thanks for Bluming with us, Buffer friends! ❤️

We hope this interview with Janice helps you get started with or double down on your social media efforts. You can follow Blume on Instagram here!

Have any questions for Janice? Feel free to reply with your questions to the Twitter post below and Janice or someone from the Buffer team will get to them as soon as possible.


4 Data-Driven Digital Marketing Tactics to Embrace in 2021

The new year is fast-approaching, so it’s high time that we evaluate our marketing strategy and come up with tactics to shake things up.

Digital marketing is one of the fastest-changing industries out there – is your marketing strategy agile enough to adapt?

There have been multiple marketing innovations introduced in 2020 (driven by both technology and the pandemic that has changed all the aspects of our lives), yet one trend is the most prominent one: Data

Never before have brands had access to so much marketing data that includes:

  • Internal / private data (customers’ emails, buying preferences, etc.)
  • Public data (like competitors’ identifiable marketing tactics, overall shopping trends, etc.)

You don’t need to be a data scientist or invest hundreds of thousands of dollars in data collection agencies to create a data-driven marketing strategy these days. Thanks to the Internet, big and small brands can access more data that they can process.

And it is a beautiful thing because it gives a competitive advantage to smaller brands that are eager to innovate.

Here are a few data-driven tactics anyone can implement, even without technical skills:

Improve Your Data Quality

Data: Brands lose up to 20% of revenue due to poor data quality practices (Source: zdnet/ Data Quality)

Sisense defines data quality as follows:

Data quality measures the condition of your data, using factors such as accuracy, consistency (in all fields across data sources), integrity (whether the fields are complete), and usability.

How to identify poor data quality? There can be a variety of factors including:

  • Is your data consistent? In other words, if it’s coming from different sources (which is usually the case), does it correlate?
  • Is your data relevant? In other words, are you using the data that helps your company’s bottom line? If you are using Facebook likes as the measure of your success, what exactly does this data do to help your revenue grow?
  • Do you collect the data you need? Does your company have the necessary data that would foster growth?

Improving your data quality is not just necessary, it’s also quite doable. There are multiple solutions that collect, organize and blend data to turn it into actionable insights delivered to each of your teams. The two easiest and the most affordable solutions include:

  • Cyfe (create dashboards to consolidate data and deliver most relevant data to each of your teams)
  • SE Ranking (pull lots of data from various sources to monitor your site health, positions, traffic, etc.)
  • Whatagraph (turn data into visualized email reports that are delivered to different teams within your organizations


Embrace Inclusive Marketing

Data: Over 25% (i.e. one in 4) of US adults have a disability (Source: CDC / Disability & Health Infographics).

Are you including these people in your target audience? Do you create marketing personas that would include a disability?

Inclusive marketing refers to adapting technologies and messaging to enable underrepresented groups to fully connect with and experience brands online.

In web context, inclusive marketing often means making your website accessible to people with all kinds of disabilities and difficulties. These disabilities may prevent web users from being able to see page elements or navigate a site using a mouse or touchpad.

Including these people into your marketing strategy is not only a smart move (otherwise, every fourth user of your site may have hard time navigating it or making a purchase). It’s also a way to show that you care. This means making your marketing philanthropic.

The good news, it is also pretty easy to implement. You don’t have to re-design your site to make it accessible to users with disabilities. You can easily optimize your site for just about any sort of disability by using a solution called accessiBe.


There’s also a DIY way to make your site accessible but it is likely to take you some time.

Use Cross-Channel Marketing

Data: The number of channels consumers are using to make a buying decision is growing. Just over a decade ago the average consumer used two touch-points when buying an item. Four years ago consumers were already using an average of six touch-points with almost 50% regularly using more than four. (Marketing Week / Why marketers are failing to target consumers at key life events)

Many of those touch-points tend to happen on different devices and through different channels. Millennial shoppers shop from mobile devices,

For example, a contemporary consumer will search Google before buying an item after seeing a social media ad. And these two touch-points are very likely to happen on different devices.

What does it mean for businesses?

They need to be everywhere.

You should also be diversifying your content strategy with a wide array of types, in order to reach the highest potential audience, on more channels. This will also help your project build authority, which is critical in retention, churn reduction and overall brand loyalty.

Yes, have a blog. It is a great SEO tool and you should already know how to be targeting keywords by now. But in addition to this, make videos, create infographics, launch a podcast, guest on other podcasts and YouTube channels, embrace newer networks like TikTok and Instagram, and contribute to other blogs. You should be producing diverse content constantly to be able to market to different channels.

Luckily, content re-packaging tools make this process easy and affordable for brands:

  • Venngage: Turn any text into an infographic
  • Haiku Deck: Turn any text into a slideshow
  • InVideo: Turn any text into an engaging video


[Invideo allows you to create videos for Instagram and Facebook ads, customize Youtube videos to brand them better, and more!]

Personalize Your Marketing

Data: 80% of people agree that they are much more likely to buy a product or service from a brand that provides personalized experiences (source: Epsilon Marketing / The impact of personalization)

Marketing personalization is one of the most powerful tactics out there, yet many brands don’t really understand it.

Marketing personalization is going far beyond using “the first name in the marketing email” or even “segmenting your email list by previous engagement”.

Marketing personalization is about creating on-site personalized experiences.

You are scrolling through a website and you see a handful of product suggestions on the bottom. It shows a strip of items that you can tell are based around people of your gender and your age, much of it not flattering. Mainly because it is a selection of products that you have never before purchased or needed to purchase, but that someone might assume a person of your target demographic would enjoy.

Or you are going through your email and catch sight of a message that is titled, “[Your Name], I need to speak to you right away!” Upon opening it, it is a generic, uninteresting automail from someone’s newsletter you forgot you had even signed up for. You roll your eyes and hit ‘delete’ without going any further.

The above examples show how you lazily customize to fit a potential customer. Is it any wonder the fish aren’t biting when the bait is so unappetizing?

Now imagine this:

You are on that same website and below is a collection of items you have been searching for price comparisons on all week. Others are items related to what you have purchased on the site in the past, or reviewed highly elsewhere. They are even within a decent price range of your usual budget.

Later, you are going through your email and there is a newsletter you forgot you signed up for. But rather than cheap clickbait, it has a subject line about something that interests you. You take the time to click and read the whole thing and even end up back on the website through a provided coupon for an item you had put in your cart a few days before but hadn’t pulled the trigger on because of the price. Now you are getting it for 15% off and you couldn’t be more thrilled!

Notice how each of the counterexamples totally changes the consumer experience and makes them more willing to engage with your brand. All because you showed them that you were actually paying attention to them as individuals, not a category or demographic. They are people, not walking dollar signs and stat sheets.

That is the true meaning of personalized ecommerce and when done correctly, it is a great way to generate leads that turn to profit and also build a relationship with your customer base.

Marketing personalization is becoming more and more available for smaller brands that lack huge budgets or technical teams. Finteza is a web analytics platform that comes with a powerful re-marketing solution allowing you to customize users’ experiences based on:

  • Source of traffic
  • On-site actions
  • Demographics (gender, age)
  • Location


What’s more important, it is extremely easy to set up and very affordable.

What’s the real moral or takeaway here? Marketing innovation is a never-ending process. You can never consider this task done, but it is also what makes digital marketing such an exciting industry. Good luck innovating and reinventing!

Image by Gerd Altmann from Pixabay

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How Instagram is Expanding its Branded Content Offerings

Instagram recently unveiled a new redesign of its main home screen on the app in an effort to combat the rise of TikTok. Specifically, the Reels icon is now front and center in the app and directs users to a dedicated page of curated content organized by people they follow and your previous engagement patterns and interests.

Now, the platform is taking additional steps to ensure creators have access to more lucrative brand partnership and revenue options through additional branded content capabilities across Reels, Live, Stories and in posts including product tags.

Here’s a breakdown of the latest:

Integrating the branded content tag in Reels and Live

In an effort to make creation and amplification easier for influencers and brands alike, Instagram is introducing branded content tags to its TikTok-like product, Reels and unveiled plans to test these disclaimers within its Live video product as well in coming weeks. Ultimately, this will allow creators to generate revenue more quickly from their short-form and live video content.

“Branded content is a powerful tool for creators and businesses, and these updates will help them get more out of the content they’re creating together,” Instagram COO Justin Osofsky shared in a statement. “This will continue to be an area of focus for us as we build out a suite of monetization tools that support creators’ various needs and ambitions.”

As social platforms continue to offer creators new tools and platforms in which they can drive direct, measurable sales — the line between affiliate and creator is more blurred than ever. Needs and ambitions continue to shift as a result of the pandemic demanding platform-specific content versus retrofitting one set of assets across all channels.

New workflow and age restrictions

Previously, Branded Content ads were created by promoting already existing posts produced by creators. In a revised workflow, however, Instagram is placing emphasis on co-collaboration by allowing advertisers to post Branded Content ads without the need for creators to post organically on Instagram first. On the surface, this allows for greater efficiency and flexibility while still giving creators the control to approve or pause any ads published from their handle.

The process follows a simple three-step approach:

  • The advertiser sends a request for ad creation access.
  • The creator accepts ad creation access, with a notification sent to the advertiser upon acceptance
  • The creator receives a notification of the created ad for their approval

Finally, businesses and creators can set a minimum age for branded content feed posts. Specifically, they can choose to set a default minimum age or a minimum age for specific countries, or a combination of both options, per the official announcement.

Promoting branded content in Stories and with product tags

Brands will now also be able to promote branded content posts with product tags. Prior to today, branded posts from creators that included product tags were not able to be promoted via Branded Content Ads making it harder for them to reach target audiences.

“More and more, people are shopping directly from the creators they love on Instagram – this new ad format is another way brands can provide a seamless shopping experience on Instagram. This new format will begin testing in the coming months,” the platform shared.

What does this ultimately mean? Brands have a more streamlined ecosystem in which they can get more value out of the content that makes it easy for people to shop directly from creators that inspire them. Within Stories for instance, Branded Content ads can include tappable elements, such as @mentions, location and hashtags in an attempt to give brands wider access to organic Stories’ creative that is “native and authentic to the Stories experience.”

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How Instagram’s New Redesign is Driving Short-Form Video and In-App Shopping

Instagram launched Reels in August after a year of testing, and now the platform is getting serious about its leadership in the e-commerce space, and more specifially competing with the likes of TikTok, through some bold real estate changes that give it direct exposure on the main screen.

Here’s a look at some of the updates brands and marketers can expect on their feeds and how to lean into them as a way to connect with their audiences.

Prioritizing the short-form video feed

In the new redesign, the Compose button and Activity tab are relocated and now accessible at the top-right of the home screen, while the center middle button now belongs to, you guessed it, the Reels icon. Previously, Reel videos were mixed in with other photo and video uploads found on the Explore page or in your feed if someone happened to share onee. This led to the platform testing new layouts over the past couple of months as early users dubbed the content hard to find. Now, the Reels button takes you to a dedicated page of curated content organized by people you follow and your previous engagement patterns and interests.

As far as if we can expect ads to pop up in Reels soon, the quick answer is yes. Instagram Head Adam Mosseri shared in a statement to CNBC, “I think that we can leverage the story ad format [for Reels] because it’s the same immersive experience, so that’ll be helpful because you don’t need to get advertisers to create a bunch of new creative.” This may pave the way to more welcomed advertising opportunities for brands especially amongst younger demographics who crave experiences from the content delivered to them.

If 2020 has underscored any actionable learnings, a top one to pocket is that consumers want to be engaged with in the spaces they’re already interacting. This is what translates into successful, genuine action and loyalty needed to rise about the clutter.

Fueling inspiration, commerce and support of small businesses

By some estimates including those from analysts at IBM, COVID-19 has accelerated the shift to e-commerce by at least five years. Instagram has been virtually shoppable since 2018, but to stay abreast of the current evolution of e-commerce and consumer behavior patterns, the platform wasted no time taking drastic measures to pivot accordingly.

Earlier this summer, Instagram began testing the Shop tab in place of the Activity tab in July, directing users to an updated version of the Instagram Shop. Here, they had the capability to filter by brands they followed on Instagram or by product category. Most recently, the platform is displaying this tab more prominently upon seeing an uptick in younger demographics looking to influencers for buying inspiration.

“…We’ve seen an explosion in short, entertaining videos on Instagram. We’ve also seen an incredible amount of shopping move online, with more and more people buying online and young people looking to their favorite creators for recommendations on what to buy,” Instagram head Mosseri shared in the official announcement.

Specifically, with the push users can more easily access personalized recommendations, shoppable videos, and new product collections as well as browse editors’ picks curated by the @shop channel.

Finding a balance between speed and simplicity

The overarching goal with the design revamp as explained by Director of Product Management, Robby Stein, is an expanded suite of products underpinned by simplicity and seamlessness. Put differently, there’s a clear and a designated spot for posting your own content, a specific spot to go when you want to be entertained, and a distinct hub for making purchases.

In the announcement, Mosseri also reiterated the platform’s biggest risk is not the pace at which it evolves, but that it remains stagnant and inevitably becomes irrelevant. This is a particularly relevant point when taking into consideration how people create and enjoy culture has fundamentally changed and what this means for marketers. Adaptability is inevitable and a necessity in order to foster long-term relationships. The key, however, is doing so purposefully and with a bias toward simple, easy actions driven by authentic digital experiences.

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Feature image credit: marketingland.com

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5 Best Practices for Finding the Right Influencer for Your Brand

Think you can get away without dipping into the world of influencer marketing? Think ahain. According to The State of Influencer Marketing 2020: Benchmark Report, which surveyed 4,000 brands, marketing agencies, and industry professionals, earned media value, which is publicity that comes from promotions, not paid advertising, is $5.78 for every $1 spent on influencer marketing.

That means while ROI is notoriously difficult to track when it comes to influencer marketing, the publicity gained from influencer marketing is nearly six times as much as is spent. While direct sales may be difficult to track for some companies, it seems that exposure is exponentially increased thanks to influencer marketing.

Here are the best practices to keep in mind when you’re searching for the right influencer for your brand.

Select the Most Important Platform

Choosing the platforms where you want influencer marketing to have an impact isn’t as cut and dry as you may think. On the one hand, the platform where your business is already performing well is a great place to capitalize on that popularity and help it grow via an influencer campaign. On the other hand, a platform where you don’t have a strong presence but where an influencer who’s a great match for your brand and does have a strong presence is also beneficial because you can break into a platform you’ve been wanting to add to your strategy.

You may want to focus on one type of platform over another, or you could try to do both at the same time, assuming the influencer you choose has a solid following on both platforms. What’s most important is that you choose influencers who are doing their best work on the platforms you’ve decided are most important for your business. More on selecting the right platform next.

Approximately 90% of influencer campaigns include Instagram, so whether you only want to promote your business on Instagram or it’s part of a larger campaign, Instagram should absolutely be included. This is especially true if your customer base is under the age of 35 since the largest concentration of Instagram users are ages 25 to 34, followed by 18 to 24.

Make Sure the Influencer Is Relevant to Your Brand

There’s a lot more to think about than just the influencer’s Instagram following and the average age of their fans. Even if they’re in the exact same niche as you are, their content and messaging have to be consistent with or complementary to your brand, too. If the aesthetics or voice of the influencer’s content is way off compared to your own branding, you’re not going to reach the right audience, no matter how engaged their following is. And you could even harm, or at least muddle, your own reputation, too. 

A good way to find the influencers who are relevant to your brand is to discover which ones are already talking about you. Influencers are experts at knowing their audience and what will connect with them, and if they’re interested in what you sell, chances are they know it’ll be a great match for their audience.

Select Influencers According to Your Budget

When it comes to influencers, you should care more about the quality of their following than the number of followers they have. But, in general, a smaller influencer is going to charge less than a larger-scale influencer. If your budget is meager when starting out, aim for a micro-influencer with a dedicated fan base. What you don’t want to do is try to talk to well-known and well-established influencers into accepting a lower rate than they deserve. You could ruin your relationship with an influencer who you’d love to work with in the future when you have a bigger budget to dedicate to the campaign.

Search the Old Fashioned Way

While you can Google something like “top influencers in organic cooking,” you may be disappointed with the results. Lists of top influencers are often repetitive, only featuring the same ones, and you’ll miss out on a bunch of influencers you don’t even know exist. Instead, go about your search the old fashioned way. If you’re on Instagram, for example, search by hashtag. If you use #ad or #sponsored to search, you can skim the results to see if any post looks like it matches your brand’s industry and look. This process may take a while, but it’ll be worth it, and you’ll come across a lot of high-performing smaller influencers who you’d never know about otherwise.

Spot a Fake Influencer Before You Get Too Far

Many influencers are in it for the money they’re paid, and it’s clear why just about anyone would love that opportunity, even without working for it. Fake influencers quickly gather a massive following by buying followers and engagement, which can make their accounts look popular, even if it’s all smoke and mirrors. There are a few strategies you can use to determine if an influencer is the real deal or not, but the most telling one will be their engagement ratio. If they have a ton of followers and their posts have a bunch of likes, but nobody is actually commenting on their posts in a meaningful way, it could be that all of those “fans” are actually bots.

Narrowing down your list of influencers is just one step toward getting a compelling influencer campaign up and running. You also have to pitch the influencer to encourage them to work with you, and then you have to figure out how they work with clients, what type of campaign you want to run, how to track the effectiveness of it, etc. All in all, though, it will be worth it, and with more businesses planning to increase their budget for influencer marketing, you’ll not just only reach more members of your core customer base, but you’ll also compete with others in your industry.

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