Instagram reels: will your business be using this new feature? 0 193

Probably the last thing we needed in 2020.

But Reels, a new feature launched by Instagram earlier in August, is officially here, allowing people to record and edit short multi-clip videos with audio and effects. This feature is already available in over 50 countries around the world. Just a few days after hitting the market, some of the short videos uploaded to Instagram Reels are already getting 5M+ views – not bad for something that is supposed to be ‘new’. We use the term new loosely, as this feature barely differs from Tik Tok, which has been around for years.

Like it or not, brands, influencers, and marketing professionals have to be quick in adapting to features brought to the market by social media platforms. New features are their way to keep its user-base online for longer and it may benefit your business. However, with marketing budgets and resources as tight as ever, will businesses be adding Instagram Reels to their content calendars and overall social media strategy?

 

Instagram’s eagerness to push Instagram Reels will help you

“I have been testing it out from the beginning. I posted some short educational content and quickly gained 200+ followers. I also had one coaching client signed that found me through Instagram Reels. The views are exponentially higher than my follower count, as Instagram pushes the new feature and its video content. I can totally recommend trying it and posting educational, inspirational, or informative content at least once a day.

Hannah Geuenich – Social Media Coach at www.thecreatorconcept.de

 

Adoption by brands might take some time

“I expect Reels will help engage newer audiences, while also helping businesses to serve their current followers with interesting new forms of content. This will ultimately be good for business. The short-form nature of Reels is going to be great for experimenting with storytelling for paid/sponsored programs. However, adoption by brands might take some time. Data is hyper important to determining ROI; however, Reels does have the advantage of being built on Instagram’s strong data-centric creator platform.”

Kyle Hjelmeseth – Founder at digital talent management agency www.gb-dm.com

 

I will strategically add it to my monthly content calendar

“Reels is perfect for business because Instagram audiences are already used to being sold to. This was not the same for TikTok. I plan to do short-form videos that tease and get people to click the link in my bio for a free training or lead magnet and follow from there.

I will be learning on a daily basis and adding it to my monthly calendar of posting every day for a month. This is the same approach I took on TikTok and this helped me to grow fast.”

Olumide Gbenro – Public Relations and Digital Nomad Summit Founder

 

It’s an opportunity to repurpose content

“For a brand or someone who isn’t utilizing TikTok or short-form content yet, this might be an opportunity to repurpose content from YouTube or Facebook Live. So, don’t think of Reels as a new branch, but rather a means of repurposing.

From what we are seeing so far, there may not be as much visibility for smaller creators through Reels. The biggest benefit for me will be recycling TikTok content and reviving it in another discoverable format. I truly believe the more content, the better. If there is a new means of blasting your product or ideas to your followers in a fresh and engaging way, without sacrificing the quality of your content, why not give it shot?”

Victoria Jameson – Social Media Strategist, radio host, and Lifestyle Influencer

 

Create new ways to use new tools

“Developed as a direct competitor to TikTok, we are looking at the platform’s new addition in a different light. Rather than shifting our content from one platform to the other in its entirety, we are working on developing two separate content strategies for our clients – each with different goals in mind. For TikTok, we are capitalizing on viral trends, topics, and partnering with influencers to leverage the rapidly growing audience in a new and creative way. With Instagram Reels, we feel it will be beneficial to align this content with our already-existing brand voice hosted on the platform. However, we will seek to delve deeper with the new visual, interactive offering. Hopefully, this will create a seamless experience throughout. Case in point, why cut the content in half? We see this as an opportunity to broaden the scope of our coverage online for each brand we represent.”

Anneliese Peper – Director of Social Media at PR News Agency www.heronagency.com

 

Having all your tools in one place is helpful

“From a business perspective, the Instagram Reels feature is a clever move from Facebook as it allows businesses to stay up to date with the latest trends in marketing. For me, one of the biggest benefits is that it’s all done within one platform. You are already starting off with a following that you have gained over time. You don’t have to worry about starting all over again on another platform. Reels are also easy to create and they sit on your profile in a similar way to an IGTV.

I’m discussing the possibility of adding Reels to our social media strategy in two particular ways. Firstly, they’re an ideal length for sharing small, snappy pieces of information you want people to remember. Secondly, as a business, people like to see behind the scenes. Quick but fun videos could allow our followers an insight into how we work.”

Jaye Bonser – Social media manager at online advertising platform www.adzooma.com

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Marcio Delgado is a Journalist, speaker and a Content Producer working with brands and publications in the UK and Latin America.

Can IGTV help a business to engage with and sell to an audience? 0 308

In 2020, video content remains a strong tool for marketing. IGTV continues to grow exponentially and is not showing signs of being replaced by other media formats any time soon. The pandemic has only further boosted social media usage in 2020 and Instagram’s determination to make its answer to YouTube work at all costs.

When Facebook first launched IGTV, in 2018, brands were reluctant to use it. The service would allow users to watch longer videos made for mobile devices directly through Instagram or through the stand-alone IGTV app. However, brands did not believe the new tool justified spending extra money and time in adapting content to a vertical format, as part of a marketing strategy.

To attract viewers and creators, Instagram has moved fast in the last few months.

Firstly, Instagram enabled users to share a 15-second preview of IGTV content to their feed. The aim of this was to lure audiences to check the rest of the content on IGTV. In May, the social platform announced that they would introduce ads and share IGTV revenue with influencers. And, to make sure the video segment of the platform would get a boost in content, Instagram introduced a feature allowing people to upload Instagram Lives directly to IGTV. This decision benefits those viewers who missed a Live and, by default, is helping Instagram to increase its IGTV content.

2019 Social Media Marketing Industry Report shows that more than 50% of marketers are producing videos on YouTube and Facebook, with 38% of digital marketing professionals using Instagram Stories, and 26% using native Instagram videos like IGTV.

But the question that everyone is looking for an answer to is: Can IGTV help a business engage and sell to an audience?

Social media experts and business owners share their successful tips ahead of 2021. According to a study by Cisco, the worldwide leader in IT, networking and cybersecurity solutions, mobile video will account for 78% of total mobile data traffic by next year. If IGTV hasn’t made its way into your content calendar, the right time to start doing it is now.

 

Subtitles are key for IGTV engagement

“We find that video content is king when it comes to engagement and IGTV has been an excellent add-on paired with an existing robust strategy. If it’s teachable, listable, informative, and a on brand IGTV can be an engagement powerhouse.

Keep in mind that subtitles are key! Over 85% of users view the video on social media with their sound off. You don’t want to put all of your efforts into crafting an amazing video, only to have people scroll right past it.

Unfortunately, for a few businesses, there is a lack of understanding around IGTV’s value. This can then translate into lower engagement and enthusiasm overall. On the flip side, however, clients who are in the health and beauty industry have benefitted from the extended engagement. Audiences are hungry, during this pandemic, for content that they can learn from.”

Kris Lal – CEO at content agency www.curatorsocial.com

Never stop making it better

“IGTV can help engage your existing audience and also help grow your audience further! IGTV takes some time to master and you want to ensure that your entire video runs smoothly. My best advice before implementing IGTV into your digital marketing strategy is to practice. Your audience wants concise and engaging information, not forced sales messages.”

Cali Saturn – Digital Marketing specialist at SEO agency www.direction.com

 

Add a call to action to promote your IGTV

“Yes, IGTV can help a business to engage and sell to an audience. Importantly, the aesthetic of the video content is important. Repurposing the video for use beyond IGTV is the key. Add a “Call to Action” on the short clips or snapshots on Instagram Stories. Additionally, start planning for the 15-second version of the content for Instagram’s new function – Instagram Reels.”

Bernie Wong – Founder at www.social-stand.com

 

Keep it genuine

“If you’re in the medical industry, like me, the material you post might be behind-the-scenes footage of specific medical procedures. Or, it might be basic talks about intimidating medical procedures. People also want to see genuine stuff. So, producing original content with audiences can allow you to create a successful IGTV channel with a devout audience.”

Dr. Vikram Tarugu – Gastroenterologist and medical professional at www.detoxofsouthflorida.com

 

Make the most out of your current followers

“Something to keep in mind is that IGTV works well when you already have a large enough audience. This is because it does not appear in hashtag rankings as well as posts do. So, depending on what your strategy is, IGTV can help boost existing follower engagement rates. IGTV promotes resharing or saving content to accounts. In comparison, posts usually promote a user to hit the like or comment buttons.”

Terry Tateossian – Founding Partner of full-service boutique agency www.socialfix.com

Use it as your permanent shop window

“IGTV can be very beneficial for business, particularly for selling products rather than services. With IGTV you’ll be able to describe the product in-depth. Show BTS footage and you can even have potential customers take a closer look at the material.”

Sharon Mills – Lead Publicist at public relations and partnerships agency www.bysbm.com

 

Grab viewers’ attention as fast as you can

“I use IGTV to promote our podcast, Entrepaidneur Sessions. We post highlights from our episode, which gets our viewers excited about watching a full episode.
It has worked. My super tip is to make sure that the content you post is engaging. If you can catch people’s attention in the first 30 seconds, the likelihood that they will watch the entire video, and take the recommended action you want them to take, is much higher.”

Jennifer Onwumere – Founder at Jen-gerbread Marketing

 

Repurpose content that appeals to your audience

“Generally speaking, Instagram is great for younger audiences and niches where rich visuals sell. You don’t necessarily have to create more content, you just have to focus on repurposing it accordingly, as businesses need to try to find ways to turn one piece of content into seven or eight pieces of content.

But you will need to know well your target audience to decide if it worth the extra work. Are they likely to consume IGTV?

The more you know your audience, the better you can decide what to do when it comes to creating content for IGTV – or any other feature – as part of your digital strategy.”

Jack Choros – CMO at content optimization agency www.ironmonk.com.

How are Influencers pitching to brands in 2020? 0 263

With many influencers’ deals paused and/or adjusted during the first half of 2020, influencer marketing, once again, was put to the test.

Some of the brand campaigns being put on ice doesn’t exactly have anything to do with creators not being able to deliver excellent results through their social graph. Instead, it was related to the advertiser boycott of Facebook, whereby hundreds of marketers committed to moving their budget from the platform, during July.

The main factor instigating the abrupt content shift, though, was the lack of preparation, from many brands, big and small, to deal with a pandemic that wiped away months of sales while people stayed quarantined at home watching the world goes by. And Maybe Netflix.

Coronavirus was one of many factors that have made life harder for those working with Influencer marketing this year and it wasn’t for lack of online audience, either.

From March to July, usage of social media reached an all-time high, as a result of more people working from home, schools being closed, and large proportions of the workforce being furloughed. But before budgets could be revisited and amended, and Influencer Marketing strategies could be put in place, months after the pandemic spread across Europe, Asia and America, a similar pattern of frozen campaigns surfaced due to the worldwide repercussions of the Black Lives Matter protests – one of the most recent movement rightly prompting more brands to pause their campaigns while they re-evaluate their relationship with creators and their corporate voices on social issues.

Has all of this changed the way content creators approach brands to collaborate with? And, moving forward, what will the world, post Covid-19, look like for influencers, agencies, small businesses, and brands who make use of influencer marketing?

 

Authentic brand connections will be a plus

“Influencers (and their managers) are having to work harder to secure partnerships in 2020, specifically by showing that they were already advocates of the brand before they pitch. Influencers who can demonstrate an authentic connection to the brand as a consumer, showing that they use the product and have tagged the brand multiple times over the years, or even in recent months, will be better positioned to win that partnership. Those other influencers, who might have similar data insights and reach metrics but haven’t demonstrated their authentic connection, will get left behind.

Influencers can also provide brands with a solution to their growing demand for content. They bring efficiency and economy to content creation, while also providing deep knowledge of the social space and what works there.”

Jackie Segedin – Director of Brand Partnerships at CookIt Media

 

It is a good time to collaborate

“Influencers are homebound and not traveling to exclusive destinations. Right now is the best time to DM someone within your vertical to plan a collaboration project. This is a rare opportunity to get the attention of busy thought-leaders, with widespread followings, that can give your business more exposure.

Focus less on the medium of attracting influencers and more on building relationships with key players on social media that are experts in the topics related to the services your brand offers.

Mike Zima – Chief Growth Officer at ecommerce digital marketing agency Zima Media

 

A need for flexibility to adapt to new platforms

“To stay active, as an influencer, I adapt to the new social media platforms. Previously, I concentrated on YouTube to interact with my clients. Now, I focus on Tiktok. Who would have thought that a law firm would be on TikTok? You see, it is all about getting yourself into what’s ‘in’ and not getting left behind. I make sure that I’m active and visible on every platform that people are using.”

Jacob J. Sapochnick – Immigration Attorney and Social Media Influencer

 

Exploring the appeal of homemade content

“There is more work for influencers than ever before since normal photoshoots are not currently occurring, but brands still need content! My fiancé is a professional photographer, so we have been creating content at home and outside. I have been speaking with more brands, due to many losing their budget because of a loss of sales (COVID-19). However, other than having to reach out to more brands than usual to be successful, not much has changed for me. It is all about adapting to the change. Working from home and creating your own little studio space. Even if you don’t have a professional camera, iPhone photos still work amazingly!”

Mikayla Rose Becker – Content creator

 

PRO TIP 👍

Neal Schaffer – Author and Digital Social Media Marketing Consultant

Combining reach for lead generation

“As a B2B influencer, I have found that marketing budgets for events, or other inactive areas, are shifting towards influencer marketing for lead generation. For this purpose, lead-generating webinar-based work has actually increased since COVID-19, and although marketers are more conservative in their decision-making they still have budget. This is especially true for B2B influencers who are active on LinkedIn and Twitter like I am. Blogging, podcasting, and having a robust email list also help.”

Neal Schaffer – Author, Digital Social Media Marketing Consultant & Coach

 

Creating relatable content

“As a result of some substantial cuts to marketing budgets across the board, and production studio closures due to Covid-19, the industry saw – and will continue to see – a need for brands to continue to find ways to create content for social media and e-comm remotely. That need created an opportunity for influencers and creators to get their foot in the door. The most successful content creators have been the ones who provide high-quality, relatable content. Influencers who are professional, follow creative briefs, and provide content in a timely manner have been the ones who are in high demand and continue to grow and work with reputable brands.”

Pam Zapata – talent and Influencer Manager at SLAY Media

 

 

#DigitalMarketing #InfluencerMarketing ~ContentMarketing #Influencers #SocialMedia #ContentCreation

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