It’s honestly exhausting trying to keep up with Instagram’s algorithm changes as of late. Every time you think you have got a grasp of what the alrogithm is and you change your social media tactic, only to have Instagram change it on you again. So over and over again you are being sent back to the drawing board in order to strategically give your account the best possible exposure and engagement. It’s frustrating!
I understand that Instagram is wanting to make the most of their platform with the new algorithms and are making so many changes so that people are only seeing what Instagram believes they want to see based on photos you have engaged with in the past a myriad of different “complex” metrics. But isnt the follow button the best indicator for what I would want to see? So if I’m following a page I don’t want to see, I can just easily Unfollow that respective account. To me it’s a pretty flimsy argument being that they increase in sponsored posts you now see is so much more than it used to be.
Nevertheless, we all know the perks of having Instagram accounts to boost your brand. it’s a safe bet that your social media interactions will dispassionately arbitrated by an algorithm for the foreseeable future . In my opinion, it is still the best platform by far. As much as we hate to admit it, we need Insta more than it needs us. So what do we do? We adapt; and quickly!
So what is Instagram giving priorty to? ‘Here are some interesting points that I have doint pointed for your convinience.
- Based on the images you have liked in the past determined by genre of style or hashtags
- Posts from friends you interact with the most on Facebook (makes sense as they are the same company and share development tools)
- Posts that are more recent as it may be more relevant (although things will no longer be in chronological order as you may be well aware of)
- Accounts that have been searched the most by the users
- Direct shares: those who are sharing your posts will see your content higher up in the feed
- Time spent: How long are they viewing a post. It might be a good idea to include videos in once ina while
- Be active on stories
- Avoid using spammy hashtags
- Engage with your followers
Some of these I have already started to implement on my account @gentlemenschoice and others I want to share with you based on what I have found during my constant research of Instagram algoritm changes.
Happy cramming everyone!
With the highly anticipated arrival of Amazon in Australia in 2018, may perhaps indicate that the Australian e-commerce market is ready for expansion. I mean there has to be right? Otherwise why else would such a big company whose main market has 13 times more population than Australia would want to invest their resources on our market? There must be an increasing trend in the way consumers of Australia are behaving, and this trend must be on the rise.
According to the Australian Bureau of Statistics, Australian retail sales accounts for about $305 billion in sales annually. Not bad for a population size around 25 million. Total retail sales between February 2012 and February 2017 lifted 18 per cent. There indeed seems to be a rise.
This could be great news for consumers. We as a nation are already diplaying that online shopping is becoming more of a cultural habit than it used to be. Its research found that three in four Australians over 18 expressed interest in Amazon Australia, with 56% saying they would buy products from it. Introduction for Amazon and Amazon Prime into Australia will lead to cheaper prices, wide range of products, free delivery, quicker delivery and wide range of brands.
But not everyone is excited. There are some who are concerned with the arrival of Amazon to Australian shores, especially those in the Australian retail sector. The emergernce of Amazing will undoubtedly place big downward pressure on prices. In order to remain competitive, other retailers may require to do the same, thus lowering overall profit margins.
Having such an amazing fulfilment centre in the US, Amazon is looking to do the same here. This may lead to shift the expectation of consumers around the speed and cost of delivery. Some smaller retailers may not have the capacity to offer this service as the cost of fulfilment centres will be unreasonable for their business model and size, and they will not be able to achieve the discounted shipping prices that Amazon will receive buying at that bulk level.
Amazon has already dominated the eCommerce market in the US with 43% of online sales already. Some fear that it is only a matter of time before they do so in Australia too.
Some also believe it is the brand and not the price that will help Amazon win the e-Commerce war in Australia. Others, believe that also one of the largest brands in the world does not have the hallmarks of one that resonates and connects, whereby the consumers do not feel an emotional connection with the brand. This may allow smaller retailers with personality and strong social media influence to perform well. Only time well tell.
Regardless of whether Amazon is successful or not, the issue is that Australia’s splendid retail isolation is now ended. If Amazon doesn’t succeed, others will follow in due course.
Let me know what your thoughts are.
Within the last couple of decades there have been some amazing new advancements in the tech industry that has changed the way we live our daily lives, with one that truly stands out for me the most, the smartphone. We now have the power of a desktop computer and a professional camera that can fit into the pockets of your jeans, that is now making technology available to us directly that was not possible even just a few years ago. One in particular is the Augmented Reality (AR).
Ever since the the Pokemon Go craze of last year, the world witnessed the sheer pandemonium that ensured. People were obsessed. It was something that we could not quite understand fully, but we loved it.
In my last blog, I discussed the introduction of Augmented Reality filters into Instagram, albeit being a copy of what Snapchat has been doing over the last couple of years. Although they are minor forms of AR, it is something that we are growing to accept as part of the norm. Whether you are a fan or not of the tech, it is apparent AR is going to have a large influence on digital marketing in the near and distant future.
The Verge predicts that “Ubiquitous and free-to-use AR built right into our smartphones is fast approaching”. This is open season for advertising companies to promote their brands through AR. When you think about it, every surface (be it the wall, the floor or the sky) is a potential space for advertising overlays as the digital and physical worlds merge in new ways.
Last month, Mark Zuckerberg stated “That’s always been the mission at Facebook: to connect people, digitally, in ways they could never do in the physical realm.” He strongly believes that the future of smartphones lies in AR.
Snapchat is also rolling out a new augmented reality ad unit that lets marketers pay so that users can see images or words overlaid on the world around them through their smartphone’s camera.
So what do you this? Is AR the future in marketing?
First it was “Stories” and now Instagram has furthered it’s copy of Snapchat yesterday by launching the last remaining differentiating attribute that Snapchat had over Instagram.
Yes that’s right, as of yesterday, the cloning is complete. Instagram Stories has now added the copycat of Snapchat’s beloved augmented reality selfie filters that Snapchat. With eight different filters are now available, these filters can be used in any of Instagram’s shooting modes — photo, video, or even Boomerang
Naturally you would think that there is grounds for a potential law suit here right? Snapchat wouldn’t have a case against Instagram “unless they are copying the underlying source code, or perhaps the exact way it looks.”
Since vital things have been changed and algorithms are totally different, looks like Instagram is in the all clear…at least for now.
Instagram is also adding a few new features that will be trumping Snapchat’s own application. User’s will now be able to add hastag “stickers” to a photo or video when posting to their stories. This will allow the views to click on the stickers and be able to explore other media that’s been shared with the same hashtag the same way you can already apply the “Geostickers” showing your current location.
Already since the start of Instagram introducing stories in October 2016, over 200 million users are using the function on a daily basis. This far exceeds Snapchats total amount of 166 million users. With Instagram already reaching a total of 700 million users total earlier this month, the number of Instagram Story user are still projected to increase. Great news for Instagram through right?
This has flown into profitability for Snapchat who after showing promising signs in it’s IPO, the decline in the growth rate of users has led to lose 25 percent of its share price value.
Since Oct 2016 there has already been reports of a 15-40% drop in Snapchat Stories views, as well as a broad decline in usage for the format among monitored accounts since the arrival of Instagram stories. Now with the augmented reality filters, the Live streaming, the ability to Swipe up to go directly to websites (for certified accounts only) and the hashtag stickers, it only appears to be downhill for Snapchat from here on.
However I would love to hear what you guys think? Do you agree or disagree?
Nowadays it is the norm to see people who are eating out at a nice café/restaurant immediately whip out their phones the second the food arrives and go on a frenzy on taking photos. Some result to even standing on chairs to get the extra height advantage in order to get that perfect flat lay of their brunch spread. Often it makes you wonder if the food might get cold by the time they are done with their photo shoot.
It may sound like I’m judging these people. Far from it. In fact, I am one of them.
I remember reading Bernard Salt’s somewhat controversial article The Weekend Australian Magazine column, stating the likes of “But how can young people afford to eat like this? Shouldn’t they be economising by eating at home? How often are they eating out? Twenty-two dollars several times a week could go towards a deposit on a house.”
However “silly” or “arrogant” the article may have been, it made me think that may he had a point. I was spending way too much on brunch with friends a couple times a week. So it only made sense for me to start an Instagram account that I named @thebrunchambassador. The account has been slowly growing and is now on a humble 8,000+ followers.
Basically we go out and review different brunch places in Melbourne and provide different options for our followers. We also create content for the cafes we attend, so that they can then showcase our reviews and meals with their own followers. Here is a little video that we made for a local cafe just around the corner from Caulfield Campus called @thecornerk.
People who follow the account generally do so as they are looking for new places to try in Melbourne. We asked a few of our followers why they follow the page. One replied “I don’t have time to read full reviews in blogs to find what places are good in Melbourne. Rather, I have the account in my feed, and if something catches my eye, I will screenshot it and make a note to go check the place out when I’m off to my next place for when I’m hungry for some brunch action”.
You may not see the severity in the food scene on social media until you look a little closer at the facts and figures. There are more than 218 million photos tagged #food on Instagram and 121 million tagged #foodporn. 49 per cent of survey respondents who regularly post food pictures on social media, equating to about 71 million food shots a year, and the 41 per cent who admit to standing on a chair, if needed, to get the perfect food shot.
People are obsessed with photographing what they eat. The power of food on social media is beginning to influence the food industry and the way it is being marketed. More and more business in the food industry are going digital now whether they like it or not. If you want to survive in this new age, you have to adapt.
This is great news for me, meaning they will be more invites to more cafes for brunches. I know people say there is no such things as a free lunch, but what about a free brunch?
So last week Instagram has now hit a whoopping 700 million user is total. What’s most impressive is the fact the last 100 million users flocked to the app within the last 4 months alone.
As this rapid growth rate, Instagram is estimated to hit 800M by the end of July, 900M by the end of September, and 1 billion users before the year is out.
So what does having all these users actually mean for the bottom line? Let’s be honest here, that’s what you really what to know right?
Last month Instagram also shared that it now sees 1 million monthly active advertisers on the platform with new business booking features planned for the future.
Although Facebook has not openly disclosed how much this photo-sharing app has generated for them, Credit Suisse estimated that Instagram would generate over $3.2 billion in revenue contribution from Instagram for Facebook in 2016. Not a bad return given that the app was purchased in 2012 for a cool billion dollars.
Also given that the recent increase in growth over the last few months and where projected users will reach by the years end, I would not be surprised if this significantly increased the estimated revenue value.
United Airlines hit all the headlines last week after a passenger was dragged violently from a plane because the airline had been overbooked.
Above is the shocking video of the incident, in which he is shown bleeding from the mouth and apparently disoriented. Several passengers on the flight took footage during the incident and have subsequently uploaded their respective videos to social media urging people to share it.
It didn’t take long for the video to go viral on social media reaching millions of views and then being picked up by the mainstream media networks. This ultimately provoked fury around the world.
The incident sparked international condemnation and allegations of racism over the airline’s treatment of the Asian man. Many users promoted hashtags #NewUnitedAirlinesMotto and #BoycottUnitedAirlines and thousands of anti-united memes have flooded social media.
Even the social media departments of competitors are taking advantage over the situation.
Shares for United fell dramatically following the exposure to the incident, temporarily wiping close to $1bn off the company’s total market value, according to Thomson Reuters data, ending the day with a loss of about $250m.
Maybe United will think twice before beating their customers.
The world’s largest taxi firm, Uber, owns no cars. The world’s most popular media company, Facebook, creates no content. The world’s most valuable retailer, Alibaba, carries no stock. And the world’s largest accommodation provider, Airbnb, owns no property. Something interesting is happening according to Tom Goodwin, an executive at the French media group Havas.
Some of these, as you may be aware, are sharing economy platforms. Not sure what that is? Sharing economy is the economic activity that involves individuals buying or selling usually temporary access to goods or services especially as arranged through an online company or organisation. Even if you may not have been familiar with this term, i’m sure you have been exposed to brands using this platform at some point or another.
Since it’s relatively recent emergence, business is already BOOMING.
According to PWC Analysis, since 2013 to 2015 revenues and value of transactions have almost double on year on year.
What is astonising is the fact that that n just over 10 years, PWC predicts that the value of the sharing economy will increase by to $335 billion. That’s some serious coin!
However there may be some things to consider. Have a look at the video below (start at the 1:00 mark if you want to just get to the point).
You can’t argue with the facts that the Sharing Economy is here to stay. But there are legitimate concerns with the sharing economy surrounding consumer safety, insurance liability, and government regulations.
So my question to you guys is: Should these companies be more accountable in addressing these matters or is it up to governments and regulatory bodies to govern these issues more closely and ensure that they are being adhered to?
You can officially add Facebook to the list of software that companies may seek to use in communicating with their employees.
In October last year Facebook launched their business-centric social media platform WORKPLACE, where it combines the popular social network with collaboration and communication tools.
For those who haven’t heard of it yet, it’s basically a professional version of the Facebook social media service and messenger, which has been designed to compete with Yammer, Slack and other similar products.
Facebook states that it is a platform that connects everyone in the company and turn ideas into action through functions like group discussion, a personalised News Feed, and voice and video calling and live videos.
With over 1,000 companies already using Workplace and 100,000 groups have already been created from its pilot program, more are project to jump board in the upcoming months. As reported by TechCrunch, some of the early customers that Facebook has signed up have included 36,000 employees at the carrier Telenor, and 100,000 employees at the Royal Bank of Scotland, and today Facebook’s announcing more such as Danone (100,000 employees), Starbucks (238,000 employees) and Booking.com (13,000).
Here is a look into how Starbucks has been using the platform.
What I found really interesting was the example given how a store manager saw that a particular product that was not on their official beverage list selling quite high volumes based on what he had seen on Instagram. Within a 24 hour period nearly 40 other store managers responded noticing similar results. Ultimately this was picked up by their category marketing team and by the following morning it was added to the official beverage list.
The speed of the implementation of this was quite astonishing. From a digital marketing point of view, it is crucial for businesses to be able to be on top of trends and offer products that consumers value in a timely manner. This way of communication seems to allow pertinent information to flow through much quicker up the organisation chain of command as opposed to the traditional methods that may have taken weeks or months to implement, thus saving potentially millions on missed sales opportunities.
About 4 years ago, I got myself into the “Insta-game” purely by accident.
At that time I had just learnt of a new product development overseas called e-shisha and I was very curious to see how it would go in Australia. Being young and daring, I started my first ever business venture called Mimstick.
I didn’t have a lot of experience or resources at the time and therefore started to analyse what some of my competitors where doing. I noticed a lot of them were primarily focussing on Instagram as their main platform for trying to engage with their customers. So began my travels through the rabbit hole of the Instagram world.
Long story short, the page did well. It didn’t have a large following, but I was quite surprised to see how much interaction and engagement I was receiving during my short time of using it. However knowing that the product I had chosen was a bit of a fad and was not something that I wanted to invest my time in for the long haul, I eventually sold the company and moved onto other ventures.
Although I no longer had a reason for running Instagram accounts at that time, I couldn’t help but think what an amazing shift that social media was having on the way it would influence the consumer’s journey mapping leading to a purchase. This thing called Instagram was going to be the next best thing.
In retrospect, it makes perfect sense now to see why this shift in digital marketing was occurring. However at the time, getting into the Instagram world was more of a hunch than anything. I remember noticing posts with images on Facebook would do much better than long posts that were too “wordy”. making me think of the ever-so-decreasing nature of people’s attention span in our technology dependant generation. People wanted to consume content fast and faster! Well if a picture paints a 1000 words, then Instagram was definitely going to Boom!
I was right! There has been an increase of 100M to over 600M users since I began the account and it is increasing significantly. According to TechCrunch, “Around 80 percent of Instagram’s 600 million monthly users are international. And if Instagram Stories continues on this trajectory, it could prove bigger than the app it copied (referring to Snapchat).”
Image source: https://tctechcrunch2011.files.wordpress.com/2016/12/instagram-600m-2016-12.png?w=2048&h=1152
So I created an account named @gentlemenschoice just out of fun. Today, I have over a million followers across the a few different pages. With the change in companies focussing more and more on digital marketing avenues as opposed the more conventional methods, the page has been for a while a large platform in advertising for many successful companies including Daniel Wellington, MVMT, Calibre, GaryVee etc.
Also due to the analytics options available on the accounts directly through Instagram, it allows us to understand why these brands are choosing promote themselves more and more with large influencers rather as opposed to advertising directly through Instagram’s sponsored post functions. These Insight functions of larger pages, allow companies to easily find influencers that align perfectly with their target demographic more organically and much more cost effectively.
For my next post, I will go through some of things that have helped me to really grow my account to guide anyone who may be interested in growing accounts of their own.
I would love to get your feedback on what you thought of this post and also anything you may want me to cover for my next post!