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6 Strategies You Can Implement Today to Crush it on Instagram Stories

Bold & Pop : 6 Strategies You Can Implement Today to Crush it on Instagram Stories

There’s been a lot of conversation lately, and let’s be real straight panic, about changes at Instagram and fears of decreased reach. Hands up if you’ve seen people stressing out and throwing up posts about how organic reach is only 6 or 7% now?! 🙋🏼🙋🏼🙋🏼That’s what I thought. Well, one that’s not entirely true and two, even if it was you shouldn’t be freaking out. #Realtalk, social media is constantly evolving and if you want to have continued success then your strategy needs to too. Trust us, we’ve been working in the industry for the last decade! That’s right 10 whole years and you can bet our strategies for clients today are a heck of a lot different than they were back then.

Now we get it, changes can be scary and it can seem exceptionally scary when you notice a drop in your engagement on posts, but there is a lot more going on than Instagram just hiding your posts from people. So here’s a peek at some of the things that are impacting some people’s reach and engagement.

1.) Instagram has really put the hammer down on people using fake followers and fake engagement services. They haven’t been able to totally eradicate the problem yet but they’ve made some serious progress. This matters because a lot of these services were designed to comment or like posts using specific hashtags. So a lot of your likes on posts were actually being inflated by these services even though you weren’t using them. With more of those services being shut down, it’s likely you’ve seen less likes from those and those dang annoying spam comments!

2.) We’re using the platform differently than we used to a few years ago. Instagram Stories have really taken off and now there are a lot of users who are exclusively opening the app and watching stories instead of scrolling through the feed or spending a lot more time in Stories than they did before. This doesn’t mean the grid doesn’t matter anymore, it just means that Stories are even more important today than ever.

3.) Because of the algorithm, content is actually lasting longer which may adjust the rate of likes you get because people aren’t seeing them immediately. Overall they still may be down a little due to the above points, but go back and look at your posts from a few days or even a week ago. Chances are they ended up doing better than you may have thought because people are seeing them over a longer period of time. Which means you can post a little less in the grid than a few years ago and balance the time you spend on Stories or your engagement strategy.

So yes, there have been changes, but spoiler there’s always going to be changes. That doesn’t mean that you still can’t be wildly successful on the platform either, YOU CAN! Just what you were doing a few years ago or even 6-months ago might not cut it anymore. So today I’m dishing some actionable advice on how you can refresh your strategy specifically focusing on Instagram Stories because as you see from above, there is some serioussss opportunity there!

Focus on Engagement

I know you’ve probably heard this before but your follower numbers are WAY more of a vanity metric than a sign of success. And while the algorithm may have changed things a bit over the last few years, the truth is all of your followers were NEVER seeing all of your content. Here’s a little secret though, and NO algorithm change will ever affect this strategy…. If you want more people to see your posts then you NEED to focus on engaging with others. Seriously, there’s no better way to get people to take a look at your content than posting authentic and genuine comments on other people’s posts or replying to their stories. Social media is about building relationships so if you want people to give a hoot about what you’re posting then you have to put in some time! Quit posting, and running… That’s not going to get you where you want, especially in today’s landscape. Engagement is gold and this also goes for the content you’re creating.

If you want people to talk to you or engage with you then you need to give them the opportunity to do so! A few good ways to do this through Stories is:

  • Use the questions feature and host a Q&A

  • Ask for feedback at the end of your Stories

  • Share your latest grid post on Stories and ask a question and ask your followers to go to your grid and share with you

  • Create polls in your stories relating to your content — they don’t always have to be serious either you can have fun with these!

When you’re providing a balance of quality content and also giving people prompts to talk to you, you’re opening the door of communication. Social media should be social so make sure you’re making an effort to include your audience instead of always just talking at them.

Get Yo’ Face on Camera

If you haven’t already, it’s time to get your face on camera — especially if you’re a small business or brand. It’s a little different if you are (or are managing) a bigger brand’s presence, but for the sake of today’s post we’re going to focus on small biz owners. That being said, if you haven’t jumped on this train, now is the time. Even if it can be a little scary. Remember how we talked earlier about how social media is about building relationships?! Well, there’s no better way to showcase your expertise, highlight things you like and let your personality shine than showing up on Stories. This is even more important in the service industry. People want to hire people they vibe with and Instagram Stories allows you to connect with others without even having to set up a one-on-one and showing your face can really make an impact.

Think Ahead When it Comes to Your Message

Something we really love about Instagram Stories are they are a little more off the cuff than the grid and we think you should keep them that way! When we’re talking about planning on Stories we’re talking about being strategic and thinking ahead about your messaging. Not everything has to have a message — sometimes funny ish will just come up in the day that you want to share — but try and think ahead when it comes to the bigger picture. So what exactly does that mean? Well, one of the things we hear the most from people about why they aren’t using Stories, or aren’t using them regularly is because they don’t know what to post. We get it, it can be daunting and sometimes it feels like just “another thing you have to do”. So instead of always having to come up with something to post, have a brainstorming session — either weekly or monthly. What are 5 things that you are super passionate about? Or how about things you want to share your expertise on? What types of activities do you do regularly at your business? Just as we suggest having content categories for your planned posts, having a list of categories you can talk about will make the process much easier! Unlike content categories for your planned posts, you don’t have to be as rigid about them on Stories — remember we like that off the cuff vibe! But, having a list of things you are super passionate about or could talk about will make doing Stories so much easier when you’re drawing a blank.

Another aspect of planning is on the smaller scale and that’s making sure there’s a clear message or CTA or both in each series you post. Some days you might just have a segment or two but others when you do more elaborate posts, make sure your messaging is clear! Storyboarding your messaging can be a great way to think ahead and include your intro, your key points, and end with a CTA or clear action point you want to share. By thinking ahead and even writing some bullet points down before, you can go into your stories more focused. Especially now that Instagram has the ongoing video option because it’s a heck of a lot easier to ramble on and suddenly have a 15-part video now. 😱#GuiltyAsCharged So think ahead and get concise because the longer your video is and the more segments it has the less likely someone will make it to the end. Which btw, we like to suggest 5 parts or less on average 10 at max for longer series.

Integrate text into your posts

You’d be surprised by how many people scroll through Stories with their sound off. But Anna, you just told me to get my face on camera and start talking to the people! What gives if they aren’t listening?! I hear you. So it’s still super important because seeing your face will always be gold but here is another pro tip. When you add a new series of Instagram Stories, add a text summary or write out the key point on each segment. Not only will this allow people watching without the sound on to still get the point of what you’re talking about, but it will also nail in your key points to those actually listening. You don’t need to write a novel on these but a quick summary sentence or some bullets can be a great way to tie everything together.

Another idea is to integrate text graphics in between or at the end of yours series. For example, if you decide to do a mini series on 3 things you can do to make your homepage more appealing to visitors, you may want to talk about it in the first portion and then end it with a slide that has those 3 bullets summarized. Doing so, also allows people to screenshot your summary or send it to someone else if they want to apply or share your advice.

Take Advantage of Instagram’s Built-In Features

Instagram is constantly rolling out new features and there’s some really great options to make your Stories even more fun and engaging! Here are a few of our favorites and how you might want to use them:

  • Gifs: gifs always make Instagram Stories better IMO! There’s no real functionality or optimization perk here, just good ol’ fun.

  • Questions: If you’re looking for an easy way to ask your audience to engage with you, questions is the way to go! It’s a great way to ask people specifically if there’s something they’d like to ask you about, submit feedback or just answer simple questions right from your stories.

  • Poll: This is another really easy engagement tactic for your audience that can be used to see what people are more interested in or get their opinion on things.

  • Countdown: If you have something exciting coming up this is an awesomeee one. Not only is it a fun feature visually, but people who watch your story can actually turn on reminders about your timeline and share it in their stories. Score!

  • Location or Hashtag: Now you don’t have to go hashtag crazy here but adding a tag or location tag when it makes sense can really increase the reach of your posts. This has especially been helpful for us when Mallory is hosting a local workshop in Raleigh or if our clients are at a trade show or something location specific.

If you use one of these features just make sure they’re also more centrally located on your story. If you have them too far to the right or left, it may cause users to swipe to the next story which kind of defeats the point of what you’re after.

Be Consistent

Down to the last tip of the day, be consistent! You want people to keep seeing your Stories (and hopefully your pretty little face) pop up. Repetition is key and the more times you pop up in others’ feeds, the better the chance you’ll further connect with your followers and they’ll pay attention to your content. Plus, when people watch your Stories on a regular basis, your content will show up closer to the front of the line. There’s a reason you generally see your best friends or favorite brands at the beginning of your Stories line-up. That algorithm thing is in action here too!

The other part about being consistent is for straight practice! If putting your face in front of the camera is scary, do it more! The more you do it, likely the less scary it will get. Chances are you’re going to get a lot more comfortable with it and better at streamlining your messaging and presentation. Plus, the more you do it, the better you’ll get at brainstorming content as well as finding out what kind of content resonates best with your audience. And often it’s not what you think! True story, some of our most engaging Stories have been silly things I thought weren’t that important but decided to share anyways and spoilerrrrr, people ended up loving them. Like most things in social media, consistency is key and once it’s more of a habit it will feel much less like a chore.

I hope this post was helpful and can’t wait to see how you put this advice to good use! As always, drop any questions you have in the comments section or send us a note for how we can help further! Or bonus, connect with us on Instagram so we can see how you put these tips into action!

P.S. Exciting news! We launched the free #GoingBold Facebook Group and would love for you to join us! Come on over!

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How to Stop Wasting Time on Fake Influencers and Maximize the Results of your Influencer Marketing Campaign

Bold & Pop : How to Stop Wasting time on Fake Influencers and Maximize the Results of your Influencer Marketing Campaign

Influencer marketing is BIG business these days and a top strategy when it comes to public relations and social media agencies (like us!). For good reason too! Partnering with influencers is a great way to increase your brand awareness, capitalize on user-generated content, get backlinks to your website and get some really great reviews. Plus, another big one, influencers can have a real impact when it comes to the buying decisions of their followers. That being said, sales should not be your only driving force for a campaign, because it’s much more of an awareness strategy, but the opportunity is definitely there.

Here’s the thing though. When you create a market for people to try products for free or get paid to try them suddenly everyone wants a piece of the pie, which can bring up some issues. While I’d love to tell you everyone has good intentions, the truth is there are a lot of people out there taking the phrase “fake it ‘til you make it” a little too far. How so? Well, do a quick Google search for buying Instagram followers and you’ll find with $50 you can buy several thousands and essentially make it look like you’re an influencer overnight. Not only that, but you can also buy services to inflate your engagement so it looks like you have followers + people care about your content. It’s yucky, but it happens SO often because doing the hard work of building an audience, well it’s hard work and it doesn’t happen overnight with a credit card swipe.

As an agency that regularly works with influencers (and have worked with brands ourselves on our personal accounts) we just hate seeing people get taken advantage of and lucky for you we do know what to look for. Because the truth is, this isn’t our first rodeo. Influencers aren’t the first people to take advantage of these crappy practices… there have been businesses buying and faking their followers for years to try and improve their reputations… even a ton of social media agencies that do so to move the needle for their clients. Yep, really. So we’ve become pros at what to look for and it’s a lot more than just the numbers. So today we’re walking you through a checklist of things you should go through before you agree to working with an influencer to make sure they’re legit and have ethical practices.

1.) Check the Number of Posts They Have vs the Number of Followers

One of the first things you want to take a look at is how many posts they have vs the number of followers. While people can archive past posts to clean up their feeds, for the most part if someone has thousands of followers but less that 50 posts, something fishy is going on. Unless they are a celebrity, reality star, or have some sort of influence prior to creating an account, it’s going to take some time to build up a following.

2.) Check their Engagement

Do they have 40k or 50k followers but only 100 likes on each post? Red flag! While there is no exact formula for what is a standard engagement rate based on a number of followers, if the numbers are really low based on their follower number then something is off. And that thing is probably that they have a lot of fake or bot accounts following them. Based on my social media background and working with influencers here are some ballpark numbers I’d keep in mind.

  • 5k-15k followers: 100-400 likes per post

  • 15k-30k followers: 500-1k likes per post

  • 50k+ followers: 750-1.5k likes per post

  • 100k+ followers: 1.5k+ likes per post

Like I said, there isn’t a standard and some micro influencers (less than 30k followers) will have engagement rates that will surpass larger accounts but just for some ballpark numbers this is where I’d start.

Another really important thing to look at is the number of comments they have on each post and the quality of each. The number of likes will certainly outnumber the number of comments but if they’re getting 500+ likes per post and only one or two comments then that shows their audience isn’t actually very engaged with their content. Another tell-tale sign is if the comments are mostly one or two words, don’t make sense for the post or are just emojis. In addition to buying followers, there are also services to inflate engagement so this is an important thing to look at. That being said, even when someone is super ethical and doing everything by the books, you will see some spammy comments or bot accounts liking their posts. That’s normal, and if you have a bigger account you will attract more, but the issue is when it’s the majority. That’s when you know something is up.

Last but not least on the engagement front, go through their posts and look for the number of likes/comments per post. Things you want to look for is that the level of their likes and comments vary on posts and aren’t all virtually the same. They may be around the same range, but over a period of a month you should be able to see some variance. If they are all nearly the same, there is a chance that they’re using an engagement inflation service to make sure each post reaches x amount of likes. Another tell-tale sign that someone is doing this, is if you look through their posts and their engagement goes from getting 100-150 likes/post to 1k-1.5k likes/post in a matter of a few days. Sure, an account could go viral or maybe they had something happen that grew their account quickly, but that would be the exception to the rule. For the most part, it means they decided to try and take a shortcut.

3.) Take Some Time to Review Their Content

Is every post sponsored or related to a brand? Are their posts full of giveaways? Or are they doing a ton of loop giveaways? All can be red flags and we’ll explain why. It’s important that the influencers you choose to work with have a good combination of content on their feeds. Giveaways and lots of sponsored content doesn’t have to be a deal breaker but see how things are presented. Is there some context to how things relate to their lifestyles or do they just come across as ads? For the most part, people want to follow people with some substance and if every post reads as an ad it’s easy for people to recognize they’re really just a walking billboard. You also want to make sure you’re working with someone who really aligns with your brand and your products. If they posted a few weeks back about something that opposes what your brand stands for then it’s probably not a good fit.

On the giveaway side of things, make sure that the number of giveaways isn’t taking over their feeds. Giveaways are great but in moderation. Another tactic to look out for is a lot of loop giveaways. Loop giveways are when influencers partner up in a small group and go in on a prize together. Then during the giveaway, users have to follow everyone participating in the giveaway, usually they tag one person and then that person tells them the next person they need to follow on their post. The process continues until they end up back on the post of the originally user — essentially completing the loop. Now loop giveaways aren’t a bad strategy as a whole, sometimes it’s smart to partner up especially when the audiences are similar between users, but when someone is doing them very regularly it can be an issue. The tactic can be used to grow audiences quickly because each loop giveaway can increase a user’s followers by several hundreds or even thousands. So essentially it can be looked at another way of “buying followers”, plus and it doesn’t always attract quality followers. There are a lot of people who create accounts specifically for giveaways and are on the hunt for things like this. So I always just caution people to be leery of lots of loop giveaways. It’s definitely a step up from buying bot followers but it’s still not great.

At the end of the day, influencer marketing campaigns are largely an awareness strategy so it’s important to familiarize yourself with someone’s content and see if their style of content and imagery matches with the outcome you’re looking to achieve. Receiving quality content that you can repurpose is gold so it’s worth taking some time to take a look at their content.

4.) Look Through their Followers

One of the easiest ways to spot a faker is to look through the accounts who are following them or the ones who are engaging on their posts. Are they real people?! Here are some things to help you identify bot accounts. They’re often from foreign countries speaking languages the influencer does not speak. Another thing you’ll see a lot is a tonnnnnn of accounts that on the surface might look believable but they’re all private accounts. Yes, there are a lot of private accounts on Instagram but if you look through 25 of their followers in a row and they’re all private then… yeah that’s a red flag. Now, as I mentioned above, real influencers can still be targets of bot followers or bot engagement but the issue becomes when they are the majority. Once you’ve poked around on a few accounts you’ll be able to better spot the fakers from the makers much easier.

5.) Look through their other social media channels or blog

There are certainly many users who are strictly Instagram influencers, but a lot of them will have some form of influence on another channel. Maybe that will be a Facebook account or Facebook group. Maybe that’s a Youtube channel, Pinterest account or maybe they have a blog. If they have a website and you can check out other platforms they have that is another great way to get a peek into their influence. This is especially valuable if they reference links in their bios or if they’re using the “swipe up” option in Instagram Stories to direct their users elsewhere. Where do they send their followers and what kind of engagement and influence do they have on those channels? If an influencer consistently links to Youtube videos but they have very low view numbers then they may not have as much influence as you’d hope. Same goes if they are directing users to blog posts and encouraging them to engage in the comments and no one is commenting. Of course this doesn’t give you the full picture, many analytics are still private for users, which is why so many people can get away with this kind of stuff, but it’s still good to cross-reference when possible.

As you can see, it’s not an exact science, but once you’re able to start identifying some of these trends it will become a lot easier to spot influencers that could be a good fit for your campaign vs ones you’ll want to pass on. In closing, we certainly don’t want this to come across like we’re poo pooing on influencers because like we said we work with them on the regular and there are so many out there who are AMAZING and have worked hard to earn each and every follower and page view they get. Unfortunately there are so many out there who are trying to cut corners in the name of getting free stuff and we’ve never been a fan of cheaters.. Plus, the fakers devalue the industry as a whole and it’s actually a really great strategy so we don’t want people to shy away from it because of that. With a little education on what to look for though and a little time spent on research though you will be on your way!

P.S. Exciting news! We launched the free #GoingBold Facebook Group and would love for you to join us! Come on over!

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