Archive for Brian Honigman
Are you making the most of your community on Instagram?
Instagram helps give your business a personal touch through visuals, so it’s important to bolster your community as best you can for continued growth and interaction from your audience.
Here are three tips on how to strengthen your community management efforts on Instagram.
#1: Use Tools to Manage Your Account
Instagram’s interface, whether on mobile or web, doesn’t offer the best options for brands to effectively engage with their community. Before the launch of the web version of Instagram, many tools were developed to fill in the gaps left by the network.
Let’s focus on just two, Statigram for community and giveaway management, and Nitrogram for measurement.
Statigram is most helpful to monitor your community and engage in a variety of ways. The tool allows you to view your Instagram photos and feed, track the metrics of your account, host contests and respond to comments from your audience.
It lets you quickly scroll through your photos to check which comments are unread, giving you the opportunity to read, respond to or remove them right from the Statigram platform.
Hosting contests is an important way to build your community on any platform, and doing so on Statigram can help quickly grow your relevant Instagram following.
When you host a contest or giveaway on Statigram, you’re able to have a landing page for your promotion, promote it on Statigram and monitor its success with extensive metrics. Statigram also allows a business to announce the winner of an Instagram contest hosted on their platform.
Having a landing page for your Instagram contest is important, mostly because it allows you to list the official rules of the promotion that your followers must adhere to.
Martha Stewart is hosting an Instagram contest on Statigram, calling for users to share their holiday decor with the hashtag #marthastwartholiday for a chance to win limited edition ornament sets. This brand promotion would have been difficult to measure and manage properly without Statigram.
Statigram is a turnkey solution for managing your Instagram account and improving its relevancy with your audience.
Nitrogram‘s main purpose is to effectively measure Instagram accounts—mostly the use of hashtags surrounding your business. Many tools focus on the followers of the account, but it’s always more important to dive into how your audience is engaging with your content.
Measuring the hashtags related to your business is important because it allows you to see the number of people posting photos about your company from their own accounts and at what frequency.
Your community is an important indicator of customer satisfaction and brand appeal when it comes to the uploads of their own photos, which are a different data set from the content your company uploads to Instagram itself.
#2: Respond to Comments to Grow Your Community
The most important thing you can do for your Instagram community is to remain active, engaged and provide value by responding to comments.
There are 81 comments on Instagram posted every second (according to Digital Buzz), which is a lot of comments to keep up with. That’s where the tools discussed above can really come in handy to bolster your community outreach efforts.
Monitor your hashtags and the photos shared from your account for feedback from your audience. Respond to comments in a timely fashion, and always aim to add value to the conversation so your follower walks away feeling connected with and respected by your brand.
When you answer questions and respond to comments, you will help build a loyal audience, and also help give your account more visibility on Instagram.
If your photos appear on the Explore page—dedicated to the most interesting photos on Instagram—they’ll be seen by users outside of your following and thus provide a new level of visibility to your account.
An Instagram photo makes it to the Explore page through a combination of two factors: the amount of engagement on that photo in likes and comments, and the amount of time it takes to get that engagement from when the photo was posted.
When you actively comment on your photos to incite engaging conversations, you help increase the amount of comments on your photo. This leads to a higher likelihood your photo will make it onto the Explore page and gain more followers for your account.
#3: Use Hashtags to Track Engagement Over Time
Hashtags are an often-overlooked way to monitor and measure the growth of your community over time. Similar to their use on Twitter and Google+, hashtags help aggregate photos of a particular subject based on the words used in the hashtag.
It’s important to look at the number of photos being uploaded about your brand to measure its growth over time, as well as your audience’s impression of your business.
Visit the Explore tab on Instagram and search the name of your business. From here you can see how many photos the Instagram community has uploaded about your brand. View individual photos for opportunities to leave comments and feedback.
By occasionally liking and commenting on photos about your business, you can gain followers from users already sharing photos of your products, services and more.
Hashtags are also helpful when you host giveaways, sweepstakes and promotions on Instagram to organize your entries and calculate the success of your promotion.
Lastly, continue to use tools like Nitrogram to monitor the number of photos about your business on a weekly, monthly or yearly basis to help determine the growth of your community on Instagram over time.
What do you think? Are you actively managing your community on Instagram? If so, what strategies have worked best for your business? Leave your questions and comments in the box below.
Do you think 15 seconds is too short to convey your message?
The rise of mobile users has brought new tools to help marketers connect with on-the-go consumers.
Viddy is one such tool. It’s a relatively new social network centered on creating and sharing 15-second video clips.
Taking advantage of the rise in mobile use, Viddy is used mostly on smartphones and other mobile devices by its user base of 22 million people who create and interact with video content daily.
Since the network limits your video uploads to 15-second clips, it’s a similar experience to Twitter’s 140-character limit, ensuring your quality content is concise.
Why add Viddy to your business’s existing social media regimen?
- Video streaming has increased 93% via mobile phones from 2010 to 2011, according to Ooyala.
- Americans spend 2.7 hours a day socializing on mobile, according to Smart Insights.
- Viddy needs less maintenance as compared to other social networks like Twitter or Facebook.
- Fluid integration with Twitter, Facebook and YouTube help bolster your video content and presence on Viddy.
- There’s less competition on Viddy for getting your content seen as compared to Facebook, YouTube or Twitter because the social channel is still young.
Businesses of all sizes can take advantage of what Viddy has to offer in the following eight ways.
#1: Share Your Events
Most companies host events to give potential customers an up-close view of what products or services they sell. It’s a powerful way to connect your audience to what you do best.
Using Viddy from your mobile phone or tablet can help entice viewers to attend if they’re nearby or participate even if they are far away.
Below, the clothing company Diane Von Furstenberg uses Viddy to showcase their company events and activities, which are extremely engaging for their avid supporters and fashion advocates.
Diane Von Furstenberg uses Viddy to highlight their fashion shows, charity events and parties to give an inside look to viewers. DVF planned these events in the past, but simply chose to incorporate a new level of engagement for them through the social and mobile web on Viddy.
If you’re already spending the money for a company function, capture as much content and engagement from it as possible.
#2: Highlight Company Milestones
Every company has milestones they should celebrate and share, whether it’s the company’s fifth anniversary or the hiring of your hundredth employee. Audiences will be interested in your company’s culture if you build excitement around the occasion.
It’s important to share your success because it helps show how your company is progressing over time and lets your viewers in on your company culture. It’s engaging content that’s easy to capture on Viddy, especially since it’s already naturally happening.
General Electric was one of the first companies to post engaging content on Viddy. Their feed shows unique content that is best-suited for short video—quickly viewed and consumed.
GE is a company with a long history worth sharing. They often give their viewership on Viddy a glance at company milestones never before seen on a mobile device.
This Viddy below shows the GE Turboprop engine’s demo. It gives their audience a reminder that GE is on a constant path toward innovation.
#3: Share How-To’s and Quick Tips
The saying “content is king” is still true, even more so when it comes to engaging video content. Viddy allows businesses to share quick tips with their viewership at little cost and time commitment.
Whether you’re telling an audience how to wear a certain pair of jeans or how to connect with other businesses in the area, video is an extremely effective means of driving value. Once a potential customer gains value from your free content on Viddy, they’re more likely to take interest in your paid services.
Share how-to’s much like you would on YouTube or Facebook, just adapt them to the Viddy 15-second video format and include a strong call to action at the end.
“Project Runway” uses their Viddy account to introduce their cast, along with quick fashion tips. Share quick tips with your audience to help make your content on Viddy truly valuable.
#4: Drive Sales and Promotions
Promotions and sales are the driving force of many businesses, especially in regard to their online marketing channels like email. Use Viddy to let your viewers know about a particular in-store or online sale in a quick and engaging way.
Online video isn’t often thought of as the first place to announce a sale, but that only helps make your sale promoted on Viddy more memorable to those who see it.
Use the same Viddy in your email and social marketing channels to make use of your existing audiences and improve the promotion’s overall reach.
#5: Host Contests, Sweepstakes and Giveaways
According to a study on HubSpot, 70% of users follow social media to participate in contests or sweepstakes. Contests have proven successful on Facebook, Twitter, Pinterest and other social networks for driving branded engagement and growing a company’s social audience. Hosting a giveaway on Viddy can be just as effective.
A contest on Viddy is centered around users uploading a video on a particular topic. Set the theme of your sweepstakes and post your own Viddy or write a blog post. Offer an enticing prize to encourage entries.
The nature of Viddy’s short uploads makes it easy for contestants to contribute, as opposed to their contribution to a video contest on other social channels.
To accurately track entries to your promotion, instruct your audience to mention your account’s username or a hashtag to officially enter the contest.
— Southwest Airlines (@SouthwestAir) January 13, 2012
Southwest Airlines’ incorporation of Twitter in their Viddy promotion was a vital way of increasing the visibility and engagement of their contest.
Southwest Airlines, also an early adopter of Viddy, held a contest for participants to win 2 free plane tickets if they uploaded Southwest-themed Viddys. They supported this contest on their blog and on Twitter with the #SWAViddy hashtag.
The Southwest Airlines Viddy promotion was successful in gaining the company an extensive following on the platform and high levels of participation.
It was a simple way to engage with their fans related to their business, while also growing their audience on Viddy with little cost to the organization.
#6: Show a Glimpse Behind the Scenes
Giving your online audience a sneak peek into your company’s inner workings is one method of engaging with them more deeply than you would with text or images. The human element is an important way to give your audience a personal connection to your company.
Viddy gives your viewers a behind-the-scenes look at what makes your company tick. You’ve got quality content free in your workplace. Why not make use of it to extend your reach and make your company more relatable?
Ecko Unlimited uses their Viddy account to take their viewers behind the scenes—in this case, an up-close look at a photo shoot.
#7: Showcase Customer Testimonials
Testimonials are highly beneficial to businesses, but nothing’s more convincing than hearing the recommendation firsthand. Typically, testimonials are written in marketing case studies or wherever a company wishes to showcase them to future customers.
If your satisfied customers are willing, have them record their testimonials in a short video for you to share on Viddy. From here your small business can share your Viddy on Twitter, Facebook, YouTube or your website to give further exposure to your positive PR.
#8: Innovate with Custom Filters
Viddy offers premium opportunities to businesses looking to take their presence on the social network to the next level. The partnership offers a custom production pack, which Viddy users can then add to their videos after they shoot them.
These production packs act as custom filters that help beautify and brand your videos to make them more meaningful and engaging.
These premium partnerships come with a price tag, but offer a deeper level of engagement because they allow the Viddy community to alter content with a filter-like tool that’s branded for your business. This level of Viddy integration isn’t for every kind of business, but those who do take this route should plan carefully to make the most of this paid partnership.
What do you think? Are you using Viddy for your business? What value do you think it has for businesses of all sizes? Do you prefer another mobile video platform? Share your thoughts in the comments box below.
Are you wondering how to analyze the reach of your YouTube videos?
YouTube’s video statistics and analytics tools help you measure results of your videos.
Why measure your YouTube marketing efforts using these tools?
These tools give you the analytical know-how to help create improved branded content to more effectively get your videos:
- Discovered in organic search in both Google and YouTube results
- Watched by the largest and most relevant audience possible
- Shared across social networks, email and embedded on other websites
To improve results with your future content, dive into your YouTube Insights in the following ways.
#1: Follow the Number of Views Over Time
The most important metric to determine the success of your videos is how many views the video has over time, obviously because the point of your videos is for people to watch them.
YouTube Insights presents this metric at the bottom right of every video to give users and the uploader of the video a sense of its popularity.
Use this metric to determine what type of content resonates best with your audience.
See what your average number of views is per video to get a clear understanding of what video content does well to help guide your content creation in the future.
Video views are the foundation of analyzing your YouTube strategy. Keep this in mind as the main determinant of each individual video’s success.
#2: Check Ratings to See What Resonates with Your Audience
Your video ratings are another metric that illustrates direct viewer feedback. If you look at the bottom right-hand corner of any of your videos, where the video views are displayed, you’ll see the number of likes or dislikes the video has amassed over time.
For a more in-depth view of these ratings, you simply need to click on the bar graph you see there.
Here you can compare likes, dislikes, comments and favorites of this video from its publication up until the present day.
Together with the total number of views of your video, you can use this information to determine what video content your audience likes and what content they don’t like.
This level of feedback is often a greater indication of engagement than just the views of your videos, because the ratings require more action from your YouTube audience than simply watching your content. Use these free insights from YouTube as a way of mapping out what type of content to continue to produce in the future.
This feedback in the form of likes and dislikes greatly helps your search rankings, as YouTube takes these factors into account when deciding where to rank your videos in the search results. Glenn Gabe explores the other factors that make up YouTube’s search algorithm more extensively.
#3: Research Significant Discovery Events
A clear understanding of how traffic was driven to your YouTube videos is essential for you to learn how to drive relevant viewers to your new videos in the future. Access this info by clicking on the same bar graph icon at the bottom right of most YouTube videos.
This shows you the significant discovery events; in other words, the noteworthy referral sources of viewers to a video.
Listed in chronological order are the most significant sources of traffic to your YouTube video. This includes referrals from other websites, social networks, views on mobile and the websites where the video was embedded.
This listing excludes other sources of traffic that didn’t draw as many views as the top referrals, allowing you to analyze the statistically significant sources of views.
This data gives you actionable insights into which marketing channels drive traffic to your videos over others and allows you to focus your efforts. If one source of traffic draws more than another, then adjust your video promotion strategy accordingly.
It’s also highly beneficial to take note of which websites embed your videos naturally. Embedding a video is the process of copying and pasting a YouTube video to be viewed on a website without having to view it in YouTube.
Take note of the websites that embed your YouTube videos and reach out to them. Alert them when you launch a new video on your YouTube channel so they can share your new video as well.
#4: Analyze Your Audience Demographics
To delve into your video statistics even further, click on the view more statistics button to get more extensive analytics about your video. Getting a deeper grasp of your audience demographics will help with future content creation in terms of making it as relevant as possible for the age, gender and geographical location of your viewership.
Compare the viewer demographics of your videos for deeper insights into the growth of your audience over time and ideas on how to segment your audience based on the content of your video.
A video created with the intent of reaching a specific demographic should be monitored to ensure it’s reaching the right demographics and therefore, relevant viewers. This data can help you make informed decisions for future content creation and marketing strategies.
#5: Monitor Viewer Drop-Off
It’s important to understand engagement on a deeper level and audience retention is a vital tie-in. Audience retention is how long your viewers watched your YouTube video. This can vary due to many factors including the video’s length, content, quality and more.
Examine audience retention metrics to understand where your viewers stopped watching your video. This aspect of YouTube insights is very beneficial because it allows you to watch your video while viewing where viewers stopped watching all at the same time.
This troubleshooting tool will help you discover weaknesses in your video content and help you prevent the same issues in the future.
For instance, if all of your viewers appear to stop watching your video halfway through, try to understand why. Was the video too long for the subject? Was the content irrelevant to viewers? Is the video itself poorly made or just plain boring?
Ask these questions if there are any surprising places where viewers simply stop watching your content. If you’re in need of direction, look to Wistia for four ways to keep viewers engaged in an online video.
#6: Track Traffic Sources
Fairly similar to the significant discovery events section of YouTube Insights, the Traffic Sources section gives your brand an in-depth look at each traffic source based on groupings by channel.
Segment by referrals from just YouTube, outside of YouTube, via mobile apps and from direct traffic.
Segmentation allows your brand to fully analyze a traffic source of interest for promotion of other video content in the future. You can break down each segment on a granular level. For instance, viewing video referrals from YouTube allows you to see the title of each video that drove traffic to the video you’re currently analyzing.
These insights will help you determine whether traffic from YouTube search or YouTube suggested videos is more important to your video promotion strategy.
#7: Take Note of Sharing Statistics
Having one of your YouTube videos go viral is a dream come true, bringing digital fame to the video’s content and your brand. One of the main ways a video goes viral is through sharing on social media channels. So be sure to use the sharing report in your video analytics to identify which of your videos is shared the most.
From this data you can try to figure out why certain videos are more popular on social media channels than others and take this into account for future videos.
If you want to encourage sharing of your YouTube videos, add social media calls to action in your videos. Check out the calls to action regularly included by Expert Village in their videos.
Use YouTube annotations to drive viewers to perform a particular action, such as sharing on Facebook or Twitter.
#8: Encourage Subscriber Engagement
Lastly, monitor the growth of your subscriber base to understand the overall reach of your YouTube content and the continued interest your viewers have in future videos. Use the subscriber report to get a better sense of the subscribers you lost or gained on a video-by-video basis.
Again, utilizing calls to action in the form of annotations can go a long way towards gaining subscribers. Use this report to test the use of annotations to see if your channel’s subscriber rate rose or fell as a result.
The more subscribers, the more people who have the potential to see your channel’s video content on their subscriptions stream on the YouTube homepage. Monitor this report on a video-by-video basis to identify any trends in the rise or fall of subscribers.
How are you using YouTube Insights to measure your video strategy? How important is measurement to your overall digital presence? What have you found that works for creating and promoting your YouTube content? Share your feedback in the comments section below!