INSTAGRAM MASTERCLASS MIKE KRIEGER KEVIN SYSTROM @UNTAPPEDDIGITAL - - PowerPoint PPT Presentation

INSTAGRAM MASTERCLASS

CORRIE JONES & KIRAN SHARMA

KEVIN SYSTROM MIKE KRIEGER

“WE’VE GONE FROM LOOKING UP AT THE MOON TO LOOKING DOWN AT INSTAGRAM.”

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BUILDING AN INSTAGRAM STRATEGY

INSTAGRAM STRATEGY IN 5 STEPS

• 1. Goal setting: why are we doing this?
• 2. Channel: how are we optimising our profile?
• 3. Content: what are we saying?
• 4. Community building: who’s listening to us?
• 5. Measurement: how do we know it’s working?

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GOAL SETTING

START WITH YOUR ‘WHY’

What does your brand want to achieve by using Instagram?

• Increase brand awareness
• Build rapport with your target audience
• Showcase your brand’s culture and content
• Capture data (e.g. email addresses)
• Bring new customers to your brand
• Sell more products, services, event tickets etc

Make a note of your ‘why’ - this is your goal and reason for using Instagram.

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OPTIMISING YOUR PROFILE FOR FOLLOWS

YOUR PROFILE & BIO

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• Profile picture should always be your logo

(if you’re a company) or a professional- looking shot of yourself (for a personal brand).

• Explain what you do in 150 characters.

Can a 5-year-old understand it? Don’t list a billion difgerent things, consider what you want to be most known for (e.g. a service or mission statement).

• Include a clear call to action to push

people towards the link in your bio. (Freebies work well and help you to capture data!)

• Highlights give an insight into your story.

YOUR PROFILE & BIO

Look at your brand’s current profile and bio. Why would you choose to follow this account? If you’d never come across the brand before, what does the bio tell you? Is it helpful? What impression do the first 9 photos give you? Do they accurately represent your brand? What would you change about the bio? Write down the key information your bio needs to say.

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CREATING CONTENT THAT YOUR AUDIENCE WILL LOVE

WHAT IS CONTENT?

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WHAT IS CONTENT?

Content is information that your brand publishes in order to market the business and build a relationship with customers. Content conveys to potential and existing customers who your brand is, what you stand for, why they should care and how you can help them.

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WHAT IS CONTENT?

Content is information that your brand publishes in order to market the business and build a relationship with customers. Content conveys to potential and existing customers who your brand is, what you stand for, why they should care and how you can help them.

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Any caption, photo, video, story, IGTV you post is content.

CREATING CONTENT THAT YOUR AUDIENCE WILL LOVE

The key to creating good content on social media is to make people feel something. With any piece of content you post on Instagram, ask yourself these three questions:

• Is it thumb-stopping?
• Is it relatable to my audience?
• Is it shareable?

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CREATING CONTENT THAT YOUR AUDIENCE WILL LOVE

The key to creating good content on social media is to make people feel something. With any piece of content you post on Instagram, ask yourself these three questions:

• Is it thumb-stopping?
• Is it relatable to my audience?
• Is it shareable?

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See which content your audience is responding to best - post more of that and less of what isn’t working.

80/20 RULE OF CONTENT

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80%

20%

GET INSIDE YOUR CUSTOMER’S MIND

To make your audience feel something, we need to understand everything we can about them. Consider the following questions…

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GET INSIDE YOUR CUSTOMER’S MIND

• How old are they?
• What are their likes and dislikes?
• What gender do they identify as?
• What’s their relationship status?
• What job do they have? Or are they still in education?
• Where do they live?
• How do they spend their weekend?
• What do they value in life?
• What do they hope for and dream about?
• What problems do they have that you can solve?

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PLANNING & SCHEDULING CONTENT

PLANNING YOUR CONTENT

Break your content up into difgerent ‘categories’. Each category should contribute towards building up a picture of your business or brand for your target audience. Pick 6-9 content categories. This means you just need 3-5 photos from each category per month to plan a whole 30 days of content. Make a list of the ‘categories’ you could post about.

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PLANNING YOUR CONTENT

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Trending holiday Helpful article Event promotion Helpful article Trending holiday Event promotion

CONTENT: TONE OF VOICE & VISUALS

TONE OF VOICE

Your tone of voice is how you speak to your audience, in captions and on Stories. Every brand has a tone of voice, whether they know it consciously or not.

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TONE OF VOICE

“We are pleased to announce the return of our popular drink, Candy Cane Latte. The Candy Cane Latte is available every day at a selection of our stores. We sincerely hope you enjoy drinking the Candy Cane Latte as we worked hard to create it.”

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TONE OF VOICE

“We are pleased to announce the return of our popular drink, Candy Cane Latte. The Candy Cane Latte is available every day at a selection of our stores. We sincerely hope you enjoy drinking the Candy Cane Latte as we worked hard to create it.”

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“Back by popular demand - we’re so excited that Candy Cane Latte is in stores today! Tag us in a snap of you sipping yours for the chance to win an early Christmas gift from our elves. 🎂 ”

TONE OF VOICE

“We are pleased to announce the return of our popular drink, Candy Cane Latte. The Candy Cane Latte is available every day at a selection of our stores. We sincerely hope you enjoy drinking the Candy Cane Latte as we worked hard to create it.”

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“Guess who’s back… back again. Candy Cane Latte’s back. Tell a friend. 🎅 ” “Back by popular demand - we’re so excited that Candy Cane Latte is in stores today! Tag us in a snap of you sipping yours for the chance to win an early Christmas gift from our elves. 🎂 ”

DECIDING A TONE OF VOICE FOR YOUR BRAND

If your brand was a person, what would their personality be? Write down 3 values of your brand (e.g. honest, reliable, friendly). How would a person with those values speak to their audience?

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• Are you casual or professional?
• Are you serious or do you make jokes?
• Do you use long sentences or short?
• Do you use ‘I’ or ‘we’?
• Are emojis appropriate for your brand?
• Do you use contractions? E.g. can’t / cannot

INSTAGRAM ALGORITHM

GETTING YOUR CONTENT SEEN

Definition: a way of sorting posts in a users' feed based on relevancy instead of publish time. Social networks prioritise which content a user sees in their feed first based on the likelihood they think that the user will actually want to see it.

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COMMUNITY BUILDING

GROWING YOUR AUDIENCE

Social media is a two-way conversation… … not a one-way broadcast. Consider how you’re engaging with your community

• Rule of thumb: Give the same level of engagement that you expect
• Respond to all comments and messages
• Like, comment and engage with content from users you’d like to

connect with and search through relevant hashtags

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HASHTAGS

#DOITFORTHEGRAM

WHAT YOU NEED TO KNOW ABOUT HASHTAGS

You can have a maximum of 30 hashtags per post. Putting your hashtags in the comments section will make your caption look cleaner - this is not proven to have any impact on the engagement your posts will receive. Think about what your target audience will be searching for and which hashtags they’re looking at. Do not repeat the same hashtags for every post - Instagram will mark this as spam - switch up the hashtags you’re using every few posts.

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MACRO HASHTAG

MICRO HASHTAG

INSTAGRAM STORIES, IGTV & GOING LIVE

INSTAGRAM STORIES

Over 50% of Instagram users head straight to Instagram Stories when they get on to the app (therefore not scrolling down through the feed…) They’re a brilliant opportunity to stay front of mind with your audience, showcase the behind-the-scenes story of your business, and ofger strong calls to action that convert your audience. Stories are discoverable - you can geotag and use hashtags to be discovered by users who don’t follow you.

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INSTAGRAM STORIES

Decide on your Instagram Stories branding - keep to the same colour palette and font style on each of your stories. Don’t get carried away and post too frequently, more than 10-15 stories a day and your audience will drop ofg. Keep it fun! GIFs, videos, boomerangs, superzoom, colour, polls, questions, stickers, emojis… play and see what works.

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IGTV

IGTV is a video hub - Instagram’s own take on YouTube. You can access it via the Explore tab, or you can visit someone’s profile page to find their IGTV channel. Video must be between 15 seconds and 60 minutes long. Videos are in vertical 9:16 format.

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INSTAGRAM LIVE

A way to engage with your audience then and there - answer questions, video chat with them, let them be the first to know an exciting piece of information, or give them an inside look at an event they couldn’t make it to. Any of your followers who are using the Instagram app will be notified as soon as you go live. Use Instagram Live strategically to engage your audience - “episodic content” can work really well.

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ANALYTICS

SEEING WHAT’S WORKING - AND WHAT’S NOT

Changing your Instagram from a personal account to a business one will give you access to Instagram Analytics. You’ll be able to measure your engagements (likes, comments, shares), followers, Story views, times your audience is online, and audience demographics. These are known as vanity metrics.

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SEEING WHAT’S WORKING - AND WHAT’S NOT

What metrics do you want to measure to show that your social media strategy is working? How often will you monitor them? How will you report back?

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ASK AWAY!

NO QUESTION IS A BAD ONE…

EMAIL: CORRIE@UNTAPPEDDIGITAL.CO WEBSITE: WWW.UNTAPPEDDIGITAL.CO SOCIAL: @UNTAPPEDDIGITAL

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