Top 3 Benefits of “Instadvertising”

Instagram has ousted its parent company as the second most teen-used social media platform (behind YouTube). Instagram is becoming Facebook’s best growth opportunity. Its rise in popularity has lured tons of advertisers which prompted 25 million small-to-medium businesses into creating an account. However, only 2 million of those businesses take advantage of the benefits of “Instadvertising.” Every company should be advertising through Instagram, here are three reasons why.

Customer Interaction

Businesses advertising through their Instagram accounts will often receive comments/feedback from customers or potential customers. Addressing their issues will show you run a company that cares about customer satisfaction.

Reach Your Target Audience

Advertising through this platform allows businesses to focus exposure on specific demographics, this allows the ad to reach its target audience.

Regional Advertising

Television advertising will usually air, and that’s it. Businesses have no clue who it reached or how many impressions it made. Instagram offers data detailing how many people viewed it and how many people scrolled through it on their feed. It will also allow you to emphasize a region that will frequently post your ad.

Facebook Announces Removal Of Redundant Ad Metrics

Facebook has announced that it is removing redundant and outdated ad metrics. Certain features will be gone by June 2018. So, for businesses and marketers, here’s the rundown of what’s changed.

Actions, People Taking Action, Cost Per Any Action. ‘Actions’ is a Facebook metric that includes link clicks, outbound clicks, post engagement, and video views. However, it is a very general way to measure interaction, and Facebook recommends that marketers find more narrow and precise methods.

Amount Spent Today. ‘Amount Spent Today’ measures how much money was spent on an ad since 12 AM on that day. Facebook advises advertisers to use the dynamic date selector by putting in the date and using the ‘Amount Spent’ metric. The dynamic date selector can also be used to compare with other dates.

Button Clicks. Facebook is discarding the redundant ‘Button Clicks’ metric, which shows how many times users clicked the call to action button. Marketers can access the ‘Link Clicks,’ ‘Event Responses,’ or ‘Offers Saved’ metrics instead.

Canvas Component Time Percentage. This measures the average percentage of time users spent viewing each component of a Facebook Canvas. Canvas is a mobile screen that pops up after a user clicks an ad’s Canvas link, looking at content like video or images. However, this metric isn’t widely used, so Facebook encourages marketers to use ‘Canvas View Time’ and the ‘Canvas View Percentage’ instead.

Carousel Card. This is another unpopular metric that Facebook has chosen to get rid of. This feature has to do with a breakdown of conversion and calculated metrics by carousel card. Users can still see the data by going to the ‘Link Clicks’ metric broken down by carousel card.

Link Click Destination. This Facebook metric is used to track redirects to an app’s deep link to an app store for ads set up with backup link destinations. However, recent mobile OS updates have prevented this from being accurately tracked. Therefore, advertisers should use ‘Outbound Clicks’ and ‘Landing Page Views’ at the moment, although Facebook is looking to fix this problem.

Mobile App Conversion Value. This measures the total value returned from mobile app purchases, based on the value marketers assigned when they set up an app event. Facebook recommends using specific app event conversion values like ‘Mobile App Purchases Conversion Value.’

Page Mentions, Cost Per Mention. Facebook’s ‘Page Mentions’ metric measures the number of @ mentions of a Page that are attributed to ads. However, it’s an outdated metric, since it doesn’t indicate whether users feel positively or negatively about the page in question. Facebook wants marketers to use ‘Page Likes’ or ‘Page Engagement’ metrics instead.

Page Tab Views, Cost Per Tab View. These metrics measure the number of views of tabs on a marketer’s Facebook page due to ads. But, again, Facebook feels like this doesn’t indicate sentiment accurately, and it recommends to use ‘Page Likes’ or ‘Page Engagement’ metrics.

Positive Feedback, Negative Feedback. ‘Positive Feedback’ is an estimated score that’s based on the number of times users are expected to interact with an ad. ‘Negative Feedback’ is an estimated score based on the number of times users hide an ad or choose not to see ads from a brand. Facebook feels like these metrics create confusion, and marketers should view the ‘Relevance Score’ instead, which takes in account the same calculations as Positive/Negative Feedback.

Social Reach, Social Impressions, Social Clicks (All), Unique Social Clicks (All). ‘Social Reach’ measures the number of users who saw an ad with social information like other Facebook friends who engaged with the Page/ad. ‘Social Impressions’ measures the number of times the ad was viewed with social information. ‘Social Clicks’ measures the number of clicks on an ad with social information; ‘Unique Social Clicks (All)’ is the number of users who clicked on the ad with social information. Facebook says these metrics are outdated and aren’t actionable, so Reach and Impressions metrics should be used in their place.

And that’s all! Fellow marketers, keep your eye out for the Facebook metric changes and good luck with your brands and clients.

Facebook Terminating Partner Categories

In wake of the Cambridge Analytica scandal, Facebook has decided to terminate its “Partner Categories” program, which allows social media marketers to access data from third-party companies like Oracle and Acxiom. These third-party companies provide information about specific demographic and behavioral data, which many marketers use to target Facebook users.

This move is also in reaction to the General Data Protection Regulation law (GDPR). GDPR is a new European Union law that affords more digital privacy protections to EU citizens, whether they live in the EU or not. Facebook has promised to comply with the regulation.

The elimination of the “Partner Categories” program seems like a huge setback for marketers.

Many industries have relied on third-party data to find potential customers. Now, marketers will have to target their audiences a little more broadly, instead of as specific.

But, nevertheless, that doesn’t spell the end of the world for marketers. Facebook itself has access to users’ data, which social media marketers, brands, and businesses can still utilize to laser-target potential audiences. Additionally, Facebook owns Instagram, WhatsApp, and Messenger, which are other avenues for data gathering. In comparison to print, radio, and television, Facebook has the ability to target more specifically.

Marketers might even consider moving parts of their budget to Google, which is currently still open to third-party data.

The Cambridge Analytica scandal raised privacy concerns for the average user, and Facebook is addressing the problems in various ways. It’s understandable that Facebook wants its users to trust its service and feel safe.

Marketers will need to come up with their own solutions to adapt with the changing times, continuing to find and engage the right audiences.

What does the Cambridge Analytica Scandal Mean for You and Your Business?

Today, Mark Zuckerberg testifies before Congress about the Cambridge Analytica scandal. Understandably, this has raised concerns with businesses and brands about Facebook users’ privacy.

Cambridge Analytica collected data from a third party app that accessed Facebook data. The data analytics firm reportedly used the information during the 2016 U.S. presidential election.

So, how should individuals and brands respond? Should they follow the #DeleteFacebook movement and nuke their social media presence?

Short answer: No! Panicking and immediately deleting isn’t the best option; keep calm.

Facebook remains a pivotal social network for both individuals and companies.

FOR USERS

Don’t be scared to use Facebook. There are several steps you can take to protect yourself.

One. Be cautious about third-party apps that have access to your Facebook account details like your friends’ list and profile information. You can remove unwanted apps by following the steps illustrated here.

When you’re installing an app, pay attention if it is requesting Facebook permissions. Read the app’s privacy policies and determine whether you’re willing to use it or not.

Two. Figure out what kind of information you’re comfortable sharing on Facebook and who you want to share it with. You can turn on privacy settings that allow only your friends to see your posts.  You can edit your profile to include or not to include information about your employment history or your email address.

Three. Take advantage of Facebook’s other privacy and ad settings. You can turn off location services so that Facebook and third-party apps can’t access your location. You can also go to the Ad Preferences Page and limit how advertisers target you based on the certain personal information. You can scrub your activity log.

FOR BUSINESSES AND BRANDS

For companies and entrepreneurs, Facebook remains an important cornerstone in your work.

One. Facebook is the most widely used social network. There are 2.13 billion monthly active users worldwide. American adults spend an average of 30 minutes on Facebook every day.

Countless businesses rely on Facebook to reach their customers – in fact, 93 percent of marketers use Facebook for advertising. It’s proved to be an effective way to communicate to a large audience so that businesses can thrive.

Two. Facebook is an effective tool that helps businesses find and laser target customers. Marketers have always relied on research and statistics to produce advertising content for their advertising strategies; Facebook is no different. Facebook allows marketers to define their audiences and craft messages using detailed settings.

Using Facebook’s data to target your customers with Ads is not the same thing as the Cambridge Analytica scandal. The difference? The Cambridge Analytica situation has allegedly violated election laws and made numerous privacy violations without user’s consent.

Three. When it comes to the battle between traditional media and social media, the latter has advantages. Social media advertising is cheaper, interactive, and easy to measure.

CONCLUSION

Right now, as individual users, marketers, or business owners, Facebook one of the best communication channels that we have. Facebook is a major part of our lives, and it isn’t going away – at least not yet!

The New Facebook Algorithm 2018: What Does This Mean For My Business?

Earlier this year, Facebook announced that it would be making changes to their algorithm. Facebook’s algorithm is always evolving and business owners and marketers need to understand how to evolve with these changes.

The algorithm is intended to prioritize posts from friends, family and groups, as opposed to businesses, media, and brands. The algorithm prioritizes “meaningful interaction” – if certain posts receive reactions or comments, they’re more likely to show up in your news feed.

WHAT DOES THIS MEAN FOR YOUR BUSINESS?

First of all, don’t panic! Here are some steps your brand can take to continue reaching your audiences.

One. Your business should keep on creating content that your audience cares about, whether it’s a link to a useful resource, a new product promotion, or a funny photo. Try to kick start conversations and get users interested enough to comment or react.

However, don’t fall into the trap of posting “engagement bait.” If you’re trying to get users to comment or like your post for a mundane reason – ‘Like this post if your favorite color is blue!’ – don’t! Facebook demotes “engagement bait,” since it knows that users are annoyed by those type of posts.

The lesson here is to (tastefully) encourage “meaningful interaction” from users, so your brand will have a presence on their news feeds.

Two. Your brand should use Facebook Groups to promote its business.

A Facebook group can attract the loyal fans of a brand and generate genuine discussion and content. A Facebook group can be dedicated to a topic relevant to brand, and the brand can serve as an expert.

We hope this quick article makes it a little easier to digest Facebook’s recent change. If you have any questions, please feel free to reach out to #KeenSocial!

5 NEW Social Media Features that Brands and Marketers Should Know

SNAPCHAT ANALYTICS

With its base of 173 million daily users, Snapchat has become an effective tool for businesses. Brands can promote themselves through ads, Snapchat Stories, geofilters and sponsored lenses. 

Recently, Snapchat has implemented analytics tools for verified accounts and influencers.

Influencers can access detailed stats that break down audience demographics and engagement.

The new “Insights” page provides information about:

  • Total story views
  • Time spent viewing stories
  • Daily reach and engagement metrics
  • Audience demographics
  • Audience interests

This is a handy tool that allows brands to understand their audiences. Brands can tailor their content more effectively, seeing precisely what works and what doesn’t.

SNAP MAPS

Snapchat’s Snap Maps feature isn’t entirely brand new – it debuted on the app last year – but it’s finally available on the web as of February 2018.

Snap Maps allows users to broadcast their locations on an interactive map, accompanied with photos and videos.

Snap Maps has been utilized during Hurricane Harvey, the Pyeongchang Olympics, and even high school gun control protests.

Brands can take advantage of Snap Maps’ real time, visual appeal by posting during concentrated events like conventions, marathons and festivals. Brands can encourage audiences to participate and share their own content.

SNAP STORE

On February 1, Snapchat set up an in-app merchandise store named Snap Store. Users can buy products through the Snap Store.

The initial launch solely featured Snapchat merch, like a Dancing Hot Dog Plushie or a Dog Lens t-shirt.

However, Snapchat recently partnered with Nike during NBA All-Star Weekend. Nike released its new Air Jordan “Tinker” shoe on the Snap Store.

Users who attended the All-Star after party scanned a Snapcode, which linked them to the Snap Store. The sneakers sold out after 23 minutes.

The Snap Store represents a large amount of potential.

Snapchat can access billing/shipping information to gather more data on its users, and use that to improve targeted advertising. Snapchat has taken a step forward in the e-commerce industry, allowing them to tap into its young, active user base.

The Nike promotion was a clear success, and in the future, other brands may have opportunities to promote products on the Snap Store. This is definitely a feature to keep an eye on.

FACEBOOK LISTS

Facebook is still the king of social media sites. Facebook serves as a hub for news, content and ads. 95.8 percent of social media marketers state that Facebook produces the best return on investment than any other platform.

Facebook’s new features is called Lists. Users can create and share lists – Top 10 lists, to-do lists, and so on.

Users can decorate Lists with color backgrounds and add emojis.

Facebook’s Lists is another tool that brands can use to spice up their content. What are some lists that you think would appeal to your followers?

INSTAGRAM RESHARING

Twitter, Facebook and Tumblr all have options to retweet, reshare or reblog other users’ posts.

Instagram lacks that option. Users instead go through the awkward process of screenshotting other posts or using third-party apps.

To rectify this issue, Instagram has been testing a reshare feature.

This feature allows Instagram users to share public posts to their Stories, with the original poster’s username credited. The original poster is notified about the resharing.

Users can turn off this feature if they want to prevent their posts from being reshared.

While this has yet to fully debut, Instagram resharing is definitely a useful one. Instagram users will be able to do something they never were able to do before.

Instagram resharing would allow brands and influencers to expand the reach of their posts and ads. Hopefully, it’ll be roll out soon.

What is Social Advertising?

What Is Paid Social Advertising?

Paid Social Advertising is the process of creating advertisements that are embedded within the social space. Whether that’s Facebook, Instagram, Twitter, Snapchat or YouTube, paid social advertising helps you achieve your business goals and objectives.

Why Do I have to Pay?

A few years ago, you could leverage social media to collect our fans on brand pages and continue to engage with them with your posts. However, Facebook, Instagram and Twitter decided to minimize the reach of organic posts (posts without advertising dollars). This is how they make money.

Prior to 2012, businesses were able to reach so many fans with organic posts on Facebook. Research from Social@Ogilvy has suggested that some brand pages reach as low as 2% of a brand’s fans.

What Type of Ads Can You Create?

Each social platform has a unique set of ad products. Here’s a list of some of the many ad types offered on each platform.

How Much Do They Cost?

The beautiful thing about paid social advertising is that it is an affordable advertising option when compared to other forms of advertising. Signs, posters, billboards, radio are all traditional ways of advertising, however, they can be expensive and you may never be able to fully measure your return on investment without conducting a marketing survey.

With paid social advertising, you can monitor your spending and analytics in real-time. You also have the ability to adjust your spending during your campaign.

Instead of asking yourself, how much does it cost, the better question is how much is in your budget? Once you have an allocated a budget each month, you will have a better idea on how much you will need to pay to achieve specific goals.

Paid Social Advertising is a bidding system. You are bidding against other businesses who are also bidding on similar targets, so you the amount of spend will always from one campaign to the next.

Here are a couple of ways in which your business can be charged across different platforms:

  • Link Clicks – Cost Per Click (CPC)
  • Impressions – Cost per 1 Million Impressions (CPM)
  • Engagements – Cost per Engagement (CPE)
  • Video Views – Cost Per View (CPV)

To give an example of how this may work, if you buy your ad on a cost-per-click, you can pay as low as $0.30 for a click or it can be as expensive as $5.00 per click depending on how many other advertisers are buying your specific target. There are multiple ways to bid on each social platform and multiple variables that effect cost.

How Can You Target?

Each social platform has unique capabilities when it comes to targeting your customers. However, as competition increases, their targeting options begin to look similar and similar. The wonderful thing about paid social advertising is the ability to laser target. After, paid social advertising has better targeting capabilities than a TV spot!

Here are a list of ways you can target on each social platform:

Let’s make this simple, shall we? You’re a local Mexican restaurant. With Facebook, you can laser target your customer with the following parameters:

  • Males
  • Bilingual Hispanics
  • 25-45 years of age
  • 10 Mile Radius of your city
  • Interested In: Food & Beverage, Mexican Cuisine
  • With the behavior of eating out often

You can even create separate campaigns that can re-target people who visited your website!

Learn more about paid social advertising here: http://www.keensocial.com/social-advertising-paid-social/

Instagram Live VS Facebook Live – Which one is better for my business?

This week, Instagram released Instagram Live to its freshly new stories bar which makes us geek out! It appears that so many similar features are being created on each social platform. As a business owner, you may find yourself confused and overwhelmed. Where do you spend the most time? How do you use this feature? Should I use Facebook Live or Instagram Live? Within this article, we’d like to review exactly how you use the new feature, the ramifications for your social strategy, and which platform will work best. But, first, let us show you how Instagram Live works.

HOW DO YOU USE INSTAGRAM LIVE?

Step 1:

Click on the little camera to access Instagram LIVE.

Step 2:

Once you’re in stories, and scroll to the “Live” tab next to “Normal”.

Step 3:

Press the “Start Live Video” button.

Yes, that’s my dog. Yes, I know, she’s adorable. Thanks.

Step 4:

Make sure you have either a superb WiFi or 4G connection before you begin broadcasting.

Step 5:

Start broadcasting.

Your followers will be notified that you are live. I apologize for the awkward dog tongue. I promise, my pup is classy.

Step 6:

This is what your live broadcast looks from the perspective of your followers.

Step 7:

Once you’ve ended your broadcast, the following screen will appear. For those professionals in charge of data and analytics, this is where you can manually write down the number of people who followed your broadcast.

INSTAGRAM LIVE OR FACEBOOK LIVE? WHICH ONE IS BETTER FOR MY BUSINESS?

Hands down, Facebook Live is the best streaming tool between these two platforms for your business. Why, you ask? With Facebook Live, your broadcast turns into regular video post on your page after the broadcast is complete and your fans can continue to engage with the video after your session, meaning more views and more impressions (eyeballs). Additionally, your business has access to these analytics within Facebook Insights which means you can understand the ROI for your campaign efforts.

Unlike Facebook, Instagram Live is only in the moment and immediately disappears after you end your session. This means that your Instagram Live video will not to continue to generate additional views or impressions after your session. If your fans are not online during your event, they will miss your video and you will not be able to reach them with your messaging. In addition, your views and impressions are not tracked within Instagram’s new analytic tool.

However, if you do decide to leverage Instagram Live, you will need to manually write down the number of viewers after your livestream has ended.

WHAT ABOUT TWITTER’S PERISCOPE?

Well, that is a great question! Even though Periscope came before Instagram Live and Facebook Live, I wanted to keep Periscope out of this conversation. Mainly because Periscope is not built into the Twitter platform. There are many variables that would have to be added to a situation in which you would need to adequately compare all three platforms. We will need to save this conversation for a later date. Until now, we hope you found this information helpful and you can apply some of our knowledge to your business.

 

Instagram Stories & Snapchat Stories

In August of this year, Instagram began competing directly with Snapchat stories. Keen has read several articles comparing the two, but they seem to focus a lot on their features or instructions on how to use them. At Keen, we’d rather embrace their difference instead of pitting them against each other. We’re interested in two things (a) How should you apply “stories” to your platform strategy and (b) How much of your audience will each reach?

INSTAGRAM STORIES

Before we begin, we need to first review some updates that occurred earlier this year. In June, Instagram initiated an algorithm which determined which photos are shown within a user’s newsfeed. Before this change, photos were viewed in chronological order, but now your photos are shown in terms of performance; top performing post are now only shown within your fan’s newsfeed.

For businesses, this should have greatly impacted your strategy since each photo no longer reached fans like they did prior to the update. Businesses needed to depend more on Instagram ads than organic reach for your weekly content. However, Instagram Stories rejuvenates hope! Now, your business has the opportunity to once again reach 100% of all of your fan-base within a 24-hour window. In reality, there’s no limit the number of stories you can create, so you can technically reach your fans longer than 24-Hours if you create a steady stream of stories.

A great organic strategy for your business is to begin creating content for “stories” and pull them into your profile so they can view the rest of your Instagram content. A great way to do this is by providing a call-to-action in your last snap to “check out the remainder of the story on our profile.” I’d like to caveat that this should not replace your paid strategy. Keen highly recommends leveraging Instagram Ads to target more relevant audiences and continue to grow your fan-base.

Instagram Story Example

Instagram Stories

SNAPCHAT STORIES

Obviously, Snapchat’s platform creates a unique and more personable way to communicate with your followers. Snapchat reaches 41% of all 18-34-year-olds in the United States on any given day and they just released some awesome targeting features (Snapchat Targeting – Click Here). Unlike Instagram, you don’t have a profile that displays your contents, so besides “snap stories”, all of your communication is one-on-one with your followers. You can leverage the same strategy with Snapchat Stories and reach 100% of your followers, and drive them to click the “chat” button with you to learn more.

The one-on-one communication on Snapchat really allows you to get creative with the platform and make it more of VIP outlet for your business. For an example, you can reward the first 10 people who “chat” with you with exclusive content or a percentage off their next purchase.

SnapChat Story Example

Snapchat Stories & Instagram Stories

We hope this gives you some quick ideas on how to leverage both Snapchat and Instagram Stories. So, there you have it. We encourage you to embrace the differences in platforms and the opportunity to leverage these new features, instead of wasting your time arguing on which platform is better.

Introducing Peaches & Keen

Hello! Welcome to Keen Social’s blog, Peaches & Keen. This is where you’ll be able to discover trending news, point-of-view recommendations, interviews, best practices, tips-and-tricks and industry insights to power your brand and business using social media.

Keen Social is a data-driven, full-service social media agency located in the peaceful town of Long Beach, California. Keen was created with the vision of bringing social media marketing to small and medium business owners, to be an extension to other larger agencies and a partner to brands.

Our vision is to recognize as an intelligent social agency through our holistic understanding of social media and keen use of data. By conquering these two and vital ingredients, we aim to transcend your business into pop-culture and make it something worth talking about! We want to help you create emotional connections with your customers using keen insights and intelligent data.

Keen's Founder, Esteven Gamez.

Keen’s Founder, Esteven Gamez.

Keen Social was created by Esteven Gamez who has over 8 years of experience in social media and digital marketing. He began his career in 2009 with an internship at a boutique advertising agency in Los Angeles when they had just begun leveraging social media as a marketing tool. Since then, he’s worked at several large advertising agencies and a marketing research firm. Esteven is a passionate storyteller and technology enthusiast. He loves being at the forefront of an ever-changing landscape. He loves to create branded stories leveraging data and analytics to fuel creative content and advertising strategies. He believes it’s important to have a holistic understanding of social media in order to craft the most intelligent strategies and that’s why he founded Keen Social. He has an extensive background in automotive, hospitality, tourism and events and entertainment industries.

So, we welcome you to come along and evolve with us. We’ll be posting in our blog often, and we are committed to helping you achieve your business or brand’s goals. So, let’s get started!