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2. goldsmiths social media Slides - May 1st

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These are the mains slides that look at the different social media networks.

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2. goldsmiths social media Slides - May 1st

  1. 1. A BRIEF HISTORY OF SOCIAL NETWORKS 2003 - 2017
  2. 2. LETS GO!
  3. 3. 3 social is about real people talking to real people If you only remember one thing
  4. 4. THE SOCIAL NETWORKS OF NOTE IN 2017
  5. 5. THIS IS THE BIG QUESTION. Context is King Content is King Connection is King
  6. 6. A short History of Social Media
  7. 7. STAGE 1 : 1994 - 2000 Computer just a big lovely calculator Suspicious Plasticity of identity – play & fun. D&D. Windows offer you multiple identities at the same time! Turkle – we begin to imbue tech with a kind of psychology. We try and talk to a computer. Is there something in it?
  8. 8. STAGE 2: 2002-2006 – FRIENDS RE-IGNITED! We are all delighted to be only 6 degrees of separation from Kevin Bacon. The role of Social Media is facilitate connection, and enhance relationships that already exist. Social media is still a flat database of information, with no notion of narrative. Like a teenager’s bedroom wall. No themes of a beginning middle of end. Search is the organising factor of how we apprehend a story. We are beginning to learn how to be more famous through reality TV. Zuckerberg surfs the cultural wave of celebrity. It is okay to share your lunch!
  9. 9. DID CELEBRITIES TEACH US HOW TO USE SOCIAL MEDIA?
  10. 10. Mobile first
  11. 11. TEXT PHOTO VIDEO VR/AR The evolution of social content
  12. 12. Move to a visual economy Another factor that isn’t so much a trend as just a pervasive reality, the days of text-only content are well and truly over. Facebook has long since made the switch to put visual content first. The implications of this reality are two-fold. Firstly, the breadth of content required means that gone are the days of community managers commonly handling everything – a modern social channel requires graphic design, copywriting, video production and community management skillsets (not to mention analytics and paid media).
  13. 13. STAGE 3: 2006-2017 THE TIMELINE • Get people tools to tell their stories! A tool for self expression. • AIM - Maximise data transfer between people! • Every click is sellable data. • Datafication of emotions becomes possible • Make people comfortable with a worldwide persona. • We begin to understand how it works and build our own strategies for creating Successful online personas that can earn us money. • We become performers! • Video is encouraging us to do story doing, not story telling.
  14. 14. 1) What features make each network Unique? 2) How do you discover new content on that network? 3) Content/Context/Connection?
  15. 15. 1 – Linked In 2 – Twitter 3 – Youtube 4 – Instagram 5 – Facebook 6 – Snapchat 7- Tumblr 8. - Reddit & Imgur
  16. 16. WHO DA BOSS?
  17. 17. THEY DA BOSS Susan Wojcicki – YouTube - 1.2bn Jeff Weiner – Linkedin – 600m Mark Zuckerberg – Facebook – 2.1bn Jack Dorsey – Twitter – 360m Kevin Systrom – Instagram – 1bn Evan Spiegel – Snapchat – 160m
  18. 18. JEFF WEINER
  19. 19. 2 2 10million UK users
  20. 20. • Letting people find you when the search the Internet • Giving you more control over what happens to you in Google Results • A good profile encourages people to contact you • Address book - Stay in touch with people as they change jobs • Go direct to the boss! – Getting past the gatekeepers. Direct contact • Galvanising Social Capital - Getting your connections to request introductions for you • Managing your online job hunting by having your C.V online • Becoming an influencer – By joining groups you can grow your social capital by solving industry problems • Link it to Twitter to simplify business updates. WHAT IS LINKED IN GOOD FOR?
  21. 21. 2 4 4+ million monthly uniques 60/40% F/M split Social platform most likely To drive spontaneous purchase Source: ComScore Jan 2015 29% of audience in the highest income bracket Users want inspiration for future purchases
  22. 22. What is Pinterest?
  23. 23. Copyright © 2011, iProspect, Inc. All rights reserved.Copyright © 2011, iProspect, Inc. All rights reserved.Copyright © 2011, iProspect, Inc. All rights reserved. Source: Adthena Competitive Intelligence targeting the right people Age Keyword targeting for in-search e.g. Online courses Gender The content they are about to watch e.g. before education content Specific Audiences e.g. people who generally watch a type of videos From a remarketing list e.g. watched previous channel content 1.2b unique users per month 6b hrs watched each month 100hrs uploaded per min
  24. 24. SUSAN WOJCICKI
  25. 25. WHAT IS YOUTUBE TRYING TO DO? • PLACE THE YOUTUBE EXPERIENCE IN AS MANY SMART TV’S AS POSSIBLE • MAKE TV A SOCIAL EXPERIENCE • PUT MAKERS AT THE VERY FOREFRONT OF 360 and VR. • PUT THOSE MAKERS RIGHT NEXT TO BBC1, ITV ETC • HOW MANY MAKERS ARE THERE?
  26. 26. YOUTUBE CREATIVE ACADEMY  You’ll need 1000 followers  You’ll need 4000 hours…to get an invite.  YouTube believe that their community will lead the way, much more than Hollywood in terms of developing video.  Therefore it created…
  27. 27. MOST POPULAR CONTENT TYPES  1. Product Reviews  2. How to Videos.  3 . Vlogs.  4. Gaming Videos  5. Comedy Sketches  6. Haul Videos  7. Memes https://www.youtube.com/watch?v=Ap1b3B8bilQ  8. Best of…  9 Education Videos  10 Best of Videos  11 Collections  12 Q&A Videos  13. Pranks
  28. 28. YOUTUBE CREATES A LEVEL OF DEVOTION TV CANNOT RE-CREATE  Tesla drivers make great content  https://www.youtube.com/watch?v=t6Nw6xp0NfM  User generated content feels a bit like it’s been done to death, but this (as far as I know) unsolicited film by an owner of his grandfather’s first ride in his Tesla is excellent. Tesla is clearly in the very small group of brands whose fans are brilliant at making content.
  29. 29. INSTREAM VIDEO ADS • Guaranteed broad reach and frequency • Reservation buys: Up to 30” unskippable, skippable AWARENESS TRUEVIEW ADS • An engaged audience that chooses to watch • Pre-Roll ad with a skippable function after 5 seconds of viewing. CONSIDERATION MASTHEADS • Mass reach on YouTube’s homepage in front of a large audience. • High impact and highly engaging placements. AWARENESS IN-DISPLAY ADS • Guaranteed viewability at scale • Capture users who are actively seeking content AWARENESS BUMPER ADS • Non-skippable video ads of up to 6 seconds that must be watched before your video can be viewed. AWARENESS SHOPPABLE AD • Connects viewers of the ads directly to products. • Encourages an engaged audience to interact with the brand CONSIDERATION Media formats
  30. 30. CREATING EPISODIC CONTENT ON YOUTUBE – WHY IS IT DIFFICULT?  British parenting site MumsNet has created a series of 5 minute sitcom episodes  https://www.youtube.com/watch?v=MzVfnxpi-Ps
  31. 31. A BRANDING DISASTER + BOYCOTT – CLICK IMAGE ABOVE – FOR DETAILS
  32. 32. HOW WE WATCH VIDEO TODAY TV’s proportion of total video viewing breaks down as follows:  Live TV: 60 per cent of total video viewing (61.6 per cent in 2015)  Playback TV (recorded and watched at a later time): 10.8 per cent (11.4 per cent in 2015)  Broadcaster VoD: 3.9 per cent (3 per cent in 2015) The analysis also shows that:  YouTube accounted for 6.4 per cent of average video viewing in 2016, up from 4.4 per cent in 2015  Porn accounted for 4.9 per cent in 2016, compared with 4.4 per cent in 2015  Subscription VoD services – including Netflix and Amazon Prime – collectively accounted for 4.1 per cent, compared with 4 per cent in 2015  DVDs increased their share of video time from 2.9 per cent in 2015 to 3.8 per cent in 2016  Facebook was 1.7 per cent, down from 2.2 per cent in 2015  Cinema was 0.4 per cent in 2016, unchanged from 2015.”
  33. 33. IT HAS A YOUNG AND VERY ACTIVE AUDIENCE. “Content is king, but for older children YouTube is the preferred content destination Children are watching a wide range of content, with the TV set becoming an increasingly important focus for family time and children using portable devices for more focused, solitary viewing. YouTube is a particularly important player, with 37% of 3-4s, 54% of 5-7s, 73% of 8-11s 87% of 12-15s using the YouTube website or app. Among younger children this is mostly used to consume traditional, ‘TV-like’ content.
  34. 34. 60% of UK 13 to 34 year-old smartphone users are Snapchatters UK 18+ Audience 50% female, 50% male Over 50% of UK 18 to 34 year-old smartphone users are Snapchatters Wojcicki
  35. 35. Evan Spiegel
  36. 36. 3V Ads • 3AV ads allow brands to reach the Snapchat audience at scale. • 10 second, full screen video ads integrated into flow of content in Live and Discover tabs. KPIs: AWARENESS Sponsored Lenses • Lenses are a creative and dynamic way for Snapchatters to express themselves. These can be sent to friends or add to your story. These are created by Snapchat KPIs: AWARENESS AND ENGAGEMENT Sponsored Geofilters • Overlays that allow Snapchatters to get creative and establish the ‘where and when’ of a Snap. • Appears in a specific geo-location and users can find it by swiping left or right. KPIs: ENGAGEMENT AD Snapchat features are custom built for advertisers, all that is required are raw assets. Media formats
  37. 37. WHAT MAKES SNAPCHAT GREAT Content Deletes – Freedom from Digital vapour trail. Sense of urgency to watch content Great use of Filters Loved by Teens Great for SEO & New Traffic Direct bypass Gatekeepers Works like a newspaper curated by you Influence is measurable. STREAKS.
  38. 38. 1/12 of the population on the planet is on facebook 36m active UK users 30m Mobile users One out of every five minutes on mobile is spent with Facebook or Instagram
  39. 39. 29M UK Mobile Daily Active Users 39M UK Monthly Active Users 30M UK Mobile Monthly Active Users 31M UK Daily Active Users Source: Facebook UK internal data, Q3 2016 of monthly active users return daily73%
  40. 40. Organic reach is in decline
  41. 41. FACEBOOK IS PROMOTING LIVE BECAUSE IT CREATES LONG ENGAGEMENTS.
  42. 42. How Facebook tells our story for is..
  43. 43. NODES AND EDGES
  44. 44. DECAY
  45. 45. LET’S TRY AND IMPROVE SOME ORGANIC POSTS  Algorithms tell you story, for the benefit of the social media network. You have your own spin doctor!  Honesty is rewarded.  Oversharing is rewarded.  Performing is encourage and rewarded.  Our reactions cause data transfer between timelines. This keeps data fresh for advertisers.
  46. 46. NOW COMPLETE THE EDGERANK EXERCISE
  47. 47. IF YOU PAY FOR ADVERTISING YOUR ORGANIC REACH GOES UP.
  48. 48. THESE ARE THE MOST POPULAR TYPES OF VIDEO ON FACEBOOK  https://www.facebookawards.com/winners-gallery.html  https://insights.fb.com/2016/06/13/closing-the-creative-loop/  http://adage.com/article/digital/360-degree-video-ads- facebook/301314/  http://www.adweek.com/news/technology/mcdonalds-unveils-burger- inspired-art-during-its-first-facebook-live-video-171689
  49. 49. Core Audiences Facebook data Custom Audiences First-party data • Offline & online data • CRM data • Loyalty program data • Credit card data • Website visitors • Mobile app visitors • Purchase propensity • Location • Interests • Behaviours Core Audiences Partner Categories • Purchase behaviour • Public records Targeting CCS
  50. 50. PHOTO AD • Image should be representative of brand • Same image can be used in a different tone to reach multiple audiences • Be mindful of character limits to ensure still legible cross device KPIs: AWARENESS AND CONSIDERATION VIDEO AD • Message should be conveyed without the need of sound • 15-30 seconds is optimal length • Text overlay should be shown in the first 3 seconds KPIs: AWARENESS AND ENGAGEMENT CAROUSEL AD • Carousel format can used to tell a brands story • Both images and videos can be used to highlight product and story • Include clear and relevant CTA KPIs: AWARENESS, ENGAGEMENT and CONVERSION CANVAS • A Full-Screen Ad experience built for bringing brands and products to life on mobile • Swipe through a carousel of images, tilt to view panoramic images and zoom in to view images in detail. KPIs: AWARENESS and ENGAGEMENT Media formats
  51. 51. 5 5 • Reach: Impressions bought / organic • Engagement (actions): like / tag / share / app install / comment / click to website • Conversion tracking: visits to website / newsletter sign ups • Insight into your audience: demographics / content preference / brand studies MEASUREMENT
  52. 52. 5 6 36% of mobile users in the UK use WhatsApp 700m global users 30b messages a day globally
  53. 53. Why WeChat is so important?
  54. 54. WECHAT WeChat is a Chinese multi-purpose messaging and social media app developed by Tencent. It was first released in 2011, and by 2018 it was one of the world’s largest standalone mobile apps by monthly active users, with over 1 billion monthly active users. Moreover, it has been called China’s “App For Everything” and a “Super App” because of its wide range of functions and platforms
  55. 55. WECHAT MOMENTS
  56. 56. WECHAT PAY
  57. 57. OTHER FUNCTIONS
  58. 58. SLIDESHARE IMGUR REDDIT 4CHAN LYNDA.COM TWITCH What other social Media Networks are there?
  59. 59. They are all blending together because of live and video.
  60. 60. 6 6 Social is live
  61. 61. LIVE STREAMING ISN’T NEW
  62. 62. ELLEN DEGENERES
  63. 63. FACEBOOK LIVE – THE BAR IS PRESENTLY VERY LOW.
  64. 64. FACEBOOK LIVE – IT’S A CONVERSATION  If Social Media rewards conversations, then it makes sense that when you go live, you treat it like a conversation.  People want to go on a journey with you. So ask what they would like to do.  Would you us to go up that tower?  Shall I tell you more about what I do at the animal shelter?
  65. 65. STORIES FOR FUNDRAISING  https://vimeo.com/154243449
  66. 66. TIPS ON CONVERSATING  Use their name  Read their comment  Reply to their comment  Introduce people to each other.  Say Thank you.
  67. 67. LIVE LECTURING – YOU DECIDE HOW LONG IT REMAINS THERE.
  68. 68. TIPS - ADMINISTRATORS  Have an administrator reply to your comments whilst doing live. This makes Facebook share more, as you are more capable of having a conversation.
  69. 69. TIPS - LIVE = DANGEROUS DANGER KEEPS PEOPLE WATCHING SO DOES SURPRISE.
  70. 70. THINGS TO THINK ABOUT  It’s LIVE – Plan what you are going to say, especially when moving from one location to another  It’s VIDEO – Have something that actually moves. Or you must move.  It’s PICTURES – colours and shapes, angles above, angles below  It’s MOBILE – You can take people on a journey. You can take people closer, behind the scenes.
  71. 71. THINGS TO THINK ABOUT PART 2  You don’t need much gear, but you will need a data package.  But you will need a little bit of gear:  https://www.shopmoment.com/momentist/vlogging-on-your-phone- the-gear-we-use  USE A MIC! ALWAYS! RADIO MICS CAN BE UNCLIPPED AND PAST TO AN INTERVIEWEE.
  72. 72. THINGS TO THINK ABOUT PART 3  When moving from place to place you can:  SAY THANKS FOR JOINING.  SAY YOU CAN WATCH THE REPLAY, FROM THE BEGINNING.  THERE IS GOING TO BE A LOT OF CHURN – PEOPLE JOINING HALF WAY THROUGH  ….BY THE WAY, IF YOU JUST JOINED ME.  TELL PEOPLE WHAT THEY MISSED,  GET THEM TO STAY WITH YOU…..  THIS IS WHAT I AM DOING NOW, and THIS IS WHAT I AM DOING NEXT.  ALWAYS WELCOMING.  KEEP THE ENERGY  KEEP EXPLAINING
  73. 73. THINGS TO THINK ABOUT PART 4  NEAR THE END - Recap  This is what we’ve been doing,  Share and like  Contact Details  Watch the replay  Q&A  Pre-promote - Next week I will be going to Egham Highstreet  Call to actions  Thanks for watching.
  74. 74. ETHICS AND PRIVACY  When you are in a public, people cannot expect privacy.  Not illegal to broadcast a fight.  However, what about filming people going in and out of a doctor’s surgery, or even an abortion clinic?
  75. 75. IT IS ILLEGAL IN PRIVATE PROPERTY  As soon as you get into private property.  City/Tower Bridge.  Bus stations. Shopping Centres  Airports  Parliament
  76. 76. SOCIAL NETWORKS WANT STORYDOING
  77. 77. Your logo here
  78. 78. CONTENT HAS A SHELF LIFE. THINKING ABOUT VIDEO WHICH HAS THE LONGEST ATTENTION SPAN. THINKING ABOUT VIDEO All Websites are situated along a scale where they favour recency or permanance. They also fall along a scale of amateur to well produced.
  79. 79. WHAT ARE THE DIFFERENCES. BETWEEN VIDEO ON FACEBOOK AND VIDEO ON YOUTUBE?
  80. 80. WHAT ADVANTAGES DOES FACEBOOK HAVE WHEN IT COMES TO VIDEO?  They control what is seen. It is their player.  Facebook auto play their videos. YouTube click to Action.  Can you always find what you are looking for on Facebook?  YouTube style search used to dominate how we looked for content – You had to know what you wanted to find out. Now it can find you!  Social Networks created new ways to discover content. Contextual ways, data driven ways.  Once Social media entered into the social media equation, social sharing means that the best content ‘floats to the top’.
  81. 81. Advantages of Iphone Filming? No one takes any notice Can now film in 4k Filmic Pro is the App of Choice App of Choice: KineMaster https://www.youtube.com/watch?v=Sy__lgxyBrA
  82. 82. TIP ON MAKING GOOD SOCIAL MEDIA POSTS
  83. 83. #goldensection Vermeer is thought to have used the golden ratio, a geometric proportion regarded as the key to creating aesthetically pleasing art. Science suggests that these proportion help the brain ‘get’ an image quickly.
  84. 84. https://www.canva.com/ https://about.canva.com/work/
  85. 85. CREATIVE COMMONS IMAGES  It is always a courtesy to credit people if you use their image.
  86. 86. 1.take lots of pics choose one 2.lighting is key 3.background 4.angle high to low 5.not too close 6.filter TOP TIPS – TAKING PICTURES #selfie
  87. 87. #SILENTMOVIE
  88. 88. #GETCLOSEUP Instagram is a mobile only tool. You can’t upload from a desktop. It places all the focus on visual language. Travel and Restaurants LOVE IT. Take a close-up picture of your lunch. Who made it? What exactly is in the picture? Choose 2 hashtags.
  89. 89. DIGITAL STORIES
  90. 90. STORYTELLING... Skillful storytelling on Social Media will increase the likelyhood that a person will share your content, increasing the likelyhood of your brand being remembered.
  91. 91. PRESENT SHOCK Your logo here We tend to live in the distracted present, where the forces of the periphery are magnified and those of in front of us ignored. Our ability to create, plan, much less follow through on, is undermined by our need to be able to improvise our way through any number of infernal impacts that stand to derail us at any moment. Douglas Rushkoff
  92. 92. NARRATIVE COLLAPSE There is no society doesn’t tell stories. Storytelling is how we transmit value, it has a cultural use. It creates context. It is comforting and orienting. It helps smooth out obstacles and impediments by recasting them as bumps along the road to some better place. But How do we tell stories and convey values without the time required to tell a linear story?
  93. 93. TRADITIONAL NARRATIVE TECHNIQUE  Create a character  Put them in danger  Heighten tension unbearably  Release tension (with a product). Your logo here
  94. 94. THIS MISUSE OF NARRATIVE Your logo here
  95. 95. • Which Social Network has the longest attention span half-life? a)Facebook b)Twitter c)Direct Links via Messenger d)Youtube
  96. 96. TIMELINE ATTENTION SPANS
  97. 97. THE AESTHETICS OF SOCIAL MEDIA FORM IS THE FRAGMENT
  98. 98. YOU NEED TO BE EXPERT IN HEADLINE WRITING.  Almost the whole story has to be in the headline.
  99. 99. HEADLINES ARE SO IMPORTANT
  100. 100. LESS IS MORE Your logo here
  101. 101. ALWAYS TURN INFORMATION INTO KNOWLEDGE Your logo here
  102. 102. BEST PRACTICE – CONTENT LENGTH Your logo here
  103. 103. HAVE WE BEEN HERE BEFORE?
  104. 104. WHAT IS THE GLUE?
  105. 105. Your social media brand identity must run through every single post
  106. 106. FRAGMENTS & AUTHENTICITY & TRUST  Fragments are often de- contextualised. You don’t know what came before of after. Or how true they are.  Every Fragment you share has to have your DNA in it.  How do you rebuild context and narrative?  Open Honest Communication.
  107. 107. JULIAN TREASURE – 2M56S
  108. 108. CONVERSATIONS THAT FAILED. - STARBUCKS #FAIL
  109. 109. STARBUCKS #FAIL • #RaceTogether failed because of • (1) poor brand alignment, • (2) authenticity deficit • (3) poor reaction.
  110. 110. TWITTER
  111. 111. Your logo here
  112. 112. Rule 65: Every cat leads to another cat. Hemingway and Anonymous.
  113. 113. THINK OF A HASHTAG TO GO WITH THIS PICTURE
  114. 114. TWITTER IS ABOUT ADDING YOUR PERSONAL CONTEXT
  115. 115. HOW TO GET INVOLVED IN TWITTER Your logo here
  116. 116. Your logo here
  117. 117. #HASHTAGS What are they for for?
  118. 118. EACH INDUSTRY HAS ITS OWN. What Hashtags are used in your Industry Find out what hashtags influencers are using? http://hashtagify.me/ FIND YOUR INDUSTRY HASHTAG.
  119. 119. RESEARCH YOUR INDUSTRY’S HASHTAGS  #SocEnt (social entrepreneur/entrepreneurship)  #SocEntChat (monthly social entrepreneur chat by Ashoka)  #socialentrepreneur (for those who don’t know about #SocEnt)  #Prize4SC (prize for social change)  #4change (that’s right, “for change”)  #BoP (base/bottom of the pyramid)  #nonprofit (self-explanatory)  #nptech (nonprofit technology)  #SSIR (Stanford Social Innovation Review)  #i4c (internet for change)
  120. 120. PRACTICE BY USING DAILY HASHTAGS  #MondayBlues  #MotivationMonday, #MondayMotivation  #MancrushMonday, #MCM  MORE – HERE: https://blog.hootsuite.com/daily-hashtags/
  121. 121. OTHER RESEARCH TOOLS Nuzzle – Discover most shared content between a Twitter group. BuzzSumo – Discover what content gets shared most by competitor. Find out what content is liked. Followerwonk – How social are your competitors. Bluenod – A visual way of finding influencers SimilarWeb – Good for SEO strategy
  122. 122. DON’T!
  123. 123. Your logo here BUT I’VE GOT NOTHING TO TALK ABOUT…YOU DO.
  124. 124. CREATE AN ASSET INVENTORY OF YOUR INDUSTRY
  125. 125. SOCIAL MEDIA AS A FESTIVAL WHICH YOU CURATE. EACH STAGE IS A DIFFERENT SOCIAL NETWORK. HAVE AS MUCH FUN AS GLASTONBURY HAS PLANNING IT.
  126. 126. TIPS FROM A PRO.  BE ORIGINAL. SOUND HUMAN It’s essential that your reader feels that there’s an engaged and engaging person behind every word. Craft sentences that no one has ever put together before — imagine Googling sentences and discovering nothing like it anywhere on the internet. Irreverence and originality is good; clichés are bad. ATTENTION TO DETAIL As well as including all the necessary facts, notice the smallest things and share specific observations. Evoke textures and colours by communicating the tiniest details: this might be the scent of a specific type of flower in the gardens, or a description of the wildlife at certain times of day. Describe a scene in detail — what you saw, tasted, heard, felt — show the reader the world through your eyes. Telling is when you simply move the story along: ‘We returned to our room for a well-earned rest’.
  127. 127. PROMOTED PINS HELP BUILD AWARENESS, CREATE INTENT AND DRIVE CALL TO ACTIONS High quality images allows users to find things they want to discover in an immersive image based environment. ‘Promoted Pins’ allow brands to add pins to specific products to further increase engagement and drive traffic to site. A ‘Pin It’ button can be included on site to direct users to Pinterest brand page and add to their page. BUILDING AWARENESS • Compelling stand out images • Context driven text overlay • Detailed description to further advise/inform • Vertical images help get noticed as it takes up feed space • Include tasteful branding logo/icon DRIVING ENGAGEMENT • Compelling stand out images • Context driven text overlay • Detailed description to further advise/inform • Pins with lists for more detail and to reference back to • Instructions/How To Guides have high engagement INCREASING CLICKS • Compelling stand out images • Context driven text overlay • Detailed description to further advise/inform • Clear CTAs either strong and bold in description bar “buy now” or softer ones in image “explore summer” Media formats
  128. 128. KEVIN SYSTROM
  129. 129. Engagement with brands is considerably higher than Facebook and Twitter due to low exposure to brands 10M+ monthly UK users 60/40 female split Most popular amongst under 34s Photos Still the most popular medium
  130. 130. 1 4 0 Images should tell a story/ be inspirational
  131. 131. WHAT IS INSTAGRAM GOOD FOR? • Immediacy & Instant Feedback • Smartphone Only - so keeps in the moment • Beauty - Amazing pictures every day. • Basic Photoshop – Good use of mobile tech Community - Strong sense of connection Little Negativity or tired Memes People taking time out of their day to be creative • Continuity - Watching peoples lives unfold.

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