Hi! My name is Ala and I have the fun-est job in the world! I get paid to sit on social media eight hours a day to track the good, the not very good, the bad and the ugly.
Read on for my first set of social tips and tricks on how to tackle the latest news from Instagram.
1. Newsfeed Algorithm Change:
What’s different?
After all the debate surrounding Instagram’s main feature, the newsfeed and its algorithm change is official. And it’s here to stay. So if you want to ride the wave, the time is now. Because Instagram is trying to serve its users better, their newsfeed now will be optimized based on the likelihood that the user will be interested in the content.
So, today, the newsfeed is no longer time-based, it’s hype based.
How do you tackle this?
You either try one of the many ways to get your followers to turn on their post notifications to stay updated with your content, which would be an interesting opportunity for “teasers” or when there is an incentive for the community to do so.
If you think that’s too hard a sell, then your other option is to actively engage with influencers and pertinent users to drive up the relevance of your content in their newsfeed. This, of course, assumes that your content is engaging and well crafted enough to create the necessary momentum.
2. A Tap on an Ad Visual Reveals your Call to Action:
What’s different?
Enticing visual images are what made Instagram so famous, but they were merely pieces of art in a virtual museum that you could only browse through and like – a pretty static experience. That has now changed because a single tap on your ad image (not videos, sorry!) can drive Insta users to the next chapter of your message, rewarding their curiosity with more product information that could potentially lead to a sale. So your ad no longer needs to be just an image; it could be an invitation to a magical journey down the rabbit hole, should anyone want to come along for the ride!
How do you tackle this?
First off, make sure you fully map out your mobile customer journey, and clearly identify the role of Instagram within it, as well as the role of other mediums. Then decide what needs to be promoted or not, and set up the KPIs for each step.
- When it comes to the website, make sure it’s ready for Instagram arrivals. Here are some tips:
Make sure that your website is mobile responsive to ensure that users enjoy a seamless experience throughout the journey.
Ensure that the experience is optimized for the tapping behavior that makes Instagram so easy to love.
Make sure that the visual language is rich and follows through on your Instagram content to close the loop for visitors so that they know why they are where they are and why it’s worth their time.
3. Profile Click-through from Ads Includes Call to Action (CTA):
What’s different?
Instagram has many pieces that can be edited and customized to better serve your big ideas. We’ve spoken about the newsfeed, the ad images, but there is also opportunity in the bio. This is where users learn about you, and most recently, it is also another touchpoint where you can prompt app downloads or mobile site visits.
If users tap on your profile after your ad shows up on their timeline, your CTA can now be placed prominently at the top of your profile. So, Instagram has made the profile page interactive with the ability to instantly engage with interested users, bringing together all the elements into one place.
How do you tackle this?
If your ad, be it video or image, is conveying an emotional brand story, make sure your profile bio has a link to the next phase of the story. Make sure that you use the bio page to follow through on the magic of your ad story by taking it to a satisfying conclusion.
The words used in the content of the ad should match the bio and the CTA itself. The cohesion of the story will ultimately help users understand the purpose of your efforts. So, the visual hooks them in, and the bio takes them to the next step. Ultimately, you are leveraging the potential of your bio to convert users into fans.
I hope this helped, and I’ll continue to keep you updated on any other changes and solutions that I come across.
