CORRIE JONES & KIRAN SHARMA INSTAGRAM MASTERCLASS
MIKE KRIEGER KEVIN SYSTROM
@UNTAPPEDDIGITAL “WE’VE GONE FROM LOOKING UP AT THE MOON TO LOOKING DOWN AT INSTAGRAM.”
BUILDING AN INSTAGRAM STRATEGY
@UNTAPPEDDIGITAL 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?
GOAL SETTING
@UNTAPPEDDIGITAL 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.
OPTIMISING YOUR PROFILE FOR FOLLOWS
@UNTAPPEDDIGITAL YOUR PROFILE & BIO • 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 di fg erent 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.
@UNTAPPEDDIGITAL 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.
CREATING CONTENT THAT YOUR AUDIENCE WILL LOVE
@UNTAPPEDDIGITAL WHAT IS CONTENT?
@UNTAPPEDDIGITAL 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.
@UNTAPPEDDIGITAL 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. Any caption, photo, video, story, IGTV you post is content.
@UNTAPPEDDIGITAL 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?
@UNTAPPEDDIGITAL 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? See which content your audience is responding to best - post more of that and less of what isn’t working.
@UNTAPPEDDIGITAL 80/20 RULE OF CONTENT
80%
20%
@UNTAPPEDDIGITAL 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…
@UNTAPPEDDIGITAL 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?
PLANNING & SCHEDULING CONTENT
@UNTAPPEDDIGITAL PLANNING YOUR CONTENT Break your content up into di fg erent ‘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.
@UNTAPPEDDIGITAL PLANNING YOUR CONTENT Trending holiday Helpful article Event promotion Helpful article Trending holiday Event promotion
CONTENT: TONE OF VOICE & VISUALS
@UNTAPPEDDIGITAL 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.
@UNTAPPEDDIGITAL 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.”
@UNTAPPEDDIGITAL 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.” “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. 🎂 ”
@UNTAPPEDDIGITAL 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.” “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. 🎂 ” “Guess who’s back… back again. Candy Cane Latte’s back. Tell a friend. 🎅 ”
@UNTAPPEDDIGITAL 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? • 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
@UNTAPPEDDIGITAL 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.
COMMUNITY BUILDING
@UNTAPPEDDIGITAL 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
HASHTAGS #DOITFORTHEGRAM
@UNTAPPEDDIGITAL 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.
MACRO HASHTAG MICRO HASHTAG
INSTAGRAM STORIES, IGTV & GOING LIVE
@UNTAPPEDDIGITAL 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 o fg er 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.
@UNTAPPEDDIGITAL 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 o fg . Keep it fun! GIFs, videos, boomerangs, superzoom, colour, polls, questions, stickers, emojis… play and see what works.
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