Insider advice: How to improve your social media marketing
Wednesday, August 07, 2019
Pouring over the latest industry reports and third-party studies helps you discover new tips and tricks that can improve your social media marketing.
But the most authoritative advice comes from the networks themselves. After all, those companies know every aspect of the algorithm and platform, which means their representatives can share undisputed insights.
Without further ado, dive into the latest marketing tips that Facebook, Instagram, and Pinterest have shared!
Facebook: Best Practices for Video
Don’t take shortcuts. Running slideshows of images, montages of text, or looping videos will hurt you in the long run. The video won’t be distributed in the News Feed like other videos and could even result in penalizations. To reap the benefits of videos on Facebook, you must upload actual videos.
Don’t bait your audience. When you ask people to react, share, comment, tag friends, or vote your video content, it will get demoted. Then, all the hard work you’ve done on the video is lost.
Shoot it right by capturing videos that have at least 30 frames per second and a 720p resolution. You want your videos to look good and grab viewers.
Optimize for mobile. This isn’t new, but it’s still critical. You should upload either square or vertical videos to captive the mobile audience. You’ve also got to make the most with the first three seconds of your video — capture their attention and ensure your branding is front and center.
Get your message across entirely through visuals. People watch 85% of Facebook videos on silent. Take the time to either add text overlays or captions to ensure everyone watching your video fully absorbs your message.
Want more? Print out this checklist and reference it often.
Instagram: Create Better-Performing Instagram Story Ads
Make the most of the first frame. You need to integrate your branding in this first frame and ensure you hook your audience. Instagram Stories are short, and you have less than a second to capture (or lose) the viewers’ attention. Make sure your Story moves fast and keeps their interest.
Engage all the senses. Stories with sound, music, or voice-over perform better than ads without any audio.
Mix it up. Fusing static images with video or animation is more effective at driving metrics than those that only use video or only images. Empower your creative team by sharing this and reminding them that 56% of a lift in brand sales comes down to the quality of the creative.
Sprinkle in the copy. Words can have a powerful impact on your ad performance, but the copy needs to be short and in a place that doesn’t detract from the visuals.
Drive them to action. Make your call-to-action super prominent. 89% of campaigns that emphasized the CTA drove more conversions.
Pinterest: Optimize ROI
Focus on early purchasing materials. When people begin their shopping journey, they come to Pinterest to browse and find inspiration. What they discover does impact what they ultimately buy. Because of this, you need to ensure you have a wide breadth of content that answers the questions people are seeking when they’re just beginning their shopping journey.
Extend tracking. Most businesses are underreporting revenue driven by Pinterest by 48 %. That’s because people start looking on Pinterest but don’t make a purchase for a week or more. Extend the attribution window on your tracking to improve your reporting.
Analyze sales on the platform. For many businesses, Pinterest plays a small role in both budget and time spent. But, while retail brands spend 11 % of their budget here, it generates 18 % of their sales.
That means Pinterest is 2.3 more effective at generating sales than other social platforms and 1.5 times better than paid search. Take a hard look at your numbers and see if you could be leveraging Pinterest more.
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