The New Twitter Algorithm: What does that mean for you?

Twitter is on social media platform truly loved by all marketers and one of the primary reasons for this is because Twitter does not make the marketers face the algorithm that Facebook uses.

Twitter has often been compared to a fire horse, blasting a fast stream of unfiltered content, making Twitter almost the opposite of Facebook. A pretty fitting description, if you think about it.

But the  scenario is soon to be changed. Twitter is now confirming that they are beginning the testing stage with a small group of users. A change in their algorithm, a change which has plagued the minds of marketers for a long time. For the looks of things, sooner or later this change is going to happen…

But what does that mean for you?

And what do you need to know, for now?

It is no secret that changes have been happening for a while now. In fall 2014 the coming of a Facebook style curated news feed is was announced.

Twitter’s timeline is organized in reverse chronological order, but this isn’t the most relevant experience for a user. Putting that content in front of the person at that moment in time is a way to organize that content better. ~Twitter CFO Anthony Noto.

In the month of January 2015, Twitter added the “While You Were Away” feature to their timeline. These two changes came about in quick succession.  This feature shows users interesting tweets that they missed while they were off Twitter, a move aimed at encouraging users to return to the service more frequently.

That was followed by the inclusion of “Moments,”. A tab showing tweets which were based on a varied range of topics. The aim of this feature was to put the tweets under sorting categories that users might be interested in. The bottom line…filter the clutter.

While many of the current users may rebel against the idea of moving toward a more Facebook-style algorithm, the company is acknowledging what Facebook and Google have long since known: that users expect the services they use online to know what they want to see.

In a conference call July 2015, cofounder and CEO Jack Dorsey said, “You will see us continue to question our reverse chronological timeline, and all the work it takes to build one by finding and following accounts…Our goal is to show more meaningful Tweets and conversations faster, whether that’s logged in or out of Twitter.”

In its most recent announcement on December 8, 2015, Twitter said that the company has begun testing a new algorithm where tweets will be ordered by relevance rather than reverse chronological order. So it’s happening, but it’s still too soon to know exactly how it will impact businesses.

Let’s admit it, change was Inevitable. Statistics show that Twitter is struggling to draw in new users even after the changes it has made over the last couple of years. Let’s consider some statistics. In between the months of July to September, Twitter grew only by 11%, from 316 million to 320 million. While that may sound like huge growth to come people, it still missed its growth forecasts, and throughout the past year the stock has fallen approximately 32%. Hence, changes and experimentation were inevitable.

What does this mean for us common users?

Companies complain daily about the fact that they spent years (and precious marketing dollars) accumulating fans on Facebook with the assumption that they would be able to freely reach them. With the decline in organic reach, companies now have to pay all over again to distribute content to their audiences. The fear is that the same is going to happen with Twitter, that marketers will be required to pay to reach their communities on Twitter too.

On the other hand, it could mean that if someone on Twitter has liked a tweet from a brand he isn’t following, that the algorithm could show that content to the user anyway. The truth is that it’s too early to tell what the implication will be for marketers.

Till the time Twitter give us clarity on what exactly will be their algorithm the best bet for all marketers is to continue putting out value-based content that is relevant to their target audience.

The brands that will likely suffer the most are the ones who are putting out nonstop promotional content that gets zero engagement. Useful content that the audience wants to see and engage is and always will be the key to Twitter marketing. Communication with the users, humanising the brands, focusing on engagement and content is what will help a marketer be successful on Twitter in both the short and long term.

At least until we have a better idea of what the new algorithm changes will bring.

 

10 Tips To Increase Engagement On Instagram

Instagram – one of the fastest growing platform for businesses to establish a presence, encourage engagement and get more in terms of business. Here are a few points to remember to increase engagement on instagram.

1: Be Square

Instagram is all about good photographs, so the very first step to making you Instagram marketing mores effective is by using high-quality photos. One of the best ways to save time and compose better photos for Instagram is to shoot square photos. Instagram prefers using square images. So save time on cropping your images. Use the preset shoot square setting which is available with most digital cameras and smartphones.

2: Use a Customized Link Shortener to Track Traffic

A smart marketer will alway make sure that more than enough traffic is leading back to their website from their instagram accounts. It is recommended that businesses use a web link shortener, specially for the URL in their Instagram bio.

3: Be Strategic With Your Bio Link

Instagram is fun and spontaneous when it is being used for personal reasons, but if you want to use it as a marketing tool, you have to be a little more calculating with it. Businesses which have or are rocking the instagram sphere plan their posts well in advance. Even small brand or a one-man show can develop a great presence on Instagram. Use the link in the account bio to connect to a landing page that holds the same posts posted on Instagram. This allows leads to be collected.

4: Take Advantage of Trending Hashtags

The hashtag phenomenon has been considered to be one of the most powerful digital marketing tool. Hence, enough emphasis cannot be put on how important hashtags are. Now instagram allows the explore feature to show which hashtags are trending at that point of time. If a trending tag is relevant to the brand, include them in timely posts to aid discovery.

5: Drive Instagram Users Into Your Marketing Funnel

Yes, getting a follow on Instagram is important, but getting the followers to follow the brand, engage and use the brand is far more important than just a follow. To move users further down the funnel, the brand should consider identifying ways to capture a follower’s email contact. One of the best ways to capture a follower’s email is to ask for it. An image with a call to action in both the caption and visual telling users to click the link in your bio to download an ebook or sign up for a newsletter. Once the user takes this action, the brand has the ability to engage with him or her on a one-to-one basis and take the communication to the next level.

6: Mix Videos and Photos

Including videos in addition to photos,can prove to be a master stroke for brands. Considering that a video can generate three times more inbound links than written posts, it’s a valuable tool that can be used to engage fans, grow your following and drive traffic.As marketers, we all know that Instagram is about visual storytelling, but with a video the brands can actually bring their story to life. Videos are fun, shareable and engaging, and with Instagram’s video editing features they’re super-easy to create. Encourage the followers to create their own videos and collect them on the brands page like GoPro does. The key here is to make it about the audience rather than the brand. Humanise the brand, and instant results will follow.

7: Leverage Sponsored Ads

One of the hottest marketing tips for Instagram is to watch for access to the ever-growing paid feature on the platform. Sponsored ads on Instagram are becoming a regular occurrence on people’s timelines, whether it’s one ad or multiple ads using the carousel element. This gives brands a whole new dimension to target their audience. Before, only people following the account would see photo updates, whereas now brands can promote these to anyone within their target audience. Marketers must be ready with content that is both engaging and created with a particular target demographic in mind. You’ll also want to have multiple posts ready to target to different audiences.

8: Direct Users to Your Most Valuable Content

While Instagram now allows advertisers the ability to add clickable links in their carousel posts, URLs still aren’t clickable in photo descriptions. Fortunately, there’s a way to get around this so marketers can direct followers to their most valuable content. Just utilize the link section of your Instagram account’s bio. Users can be directed to a permanent page, such as your website’s homepage or your blog. But an even better option is to link to your most current content, whether that’s an article, blog post or promotion.

9: Use Sponsored Posts

Sponsored posts are one of the best way to increase effectiveness of an Instagram account. Pairing up with large Instagram accounts that are already catering to your demographic makes every kind of sense. It’s the cheapest CPM (cost per thousand impressions) of any ad platform. The fact is there are tens of thousands of Instagram accounts being built solely for the purpose of selling featured shout-outs to companies and brands.

10: Make Graphics Shareworthy

The content a brand shares should be smart, visually pleasing and most importantly in lines with the thought process of the brand.

Conclusion

There’s no better way to step up your business game than to be active on Instagram. The platform is constantly making improvements, so individuals and businesses can get more out of it. Plus, there are tactics, aside from Instagram itself, to increase organization, engagement and visibility. Explore these tools and tips, and see which ones work best for you and your business.

5 tips on how to set up your twitter profile.

Twitter has over 300,000,000 active users and in the United States alone over 88 million people visit Twitter each month. With those kind of numbers, Twitter for business owners locally smells like a lot of opportunity to me.

The awesome thing about Twitter, unlike other social platforms, is the power it gives its users to engage or communicate with an ocean of users even when you have very little followers. All you need to do is find someone you want to interact with, and tweet at them by a @mention or through a Direct Message.

Here are some strategies you can follow as a local business owner.

  1. Twitter Bio

The first thing a potential follower is going to see on you profile is your Twitter bio, hence an interesting bio is a must. Don’t make your bio boring. Stand out and give someone a reason to want to follow you. One of the most eye catching ways is to try and tell a story instead of stuffing  your Twitter bio with keywords associated to your business. A bio does NOT need to have hashtags. In social media terms you look like a ‘Hash-Hole’ by sticking them in your bio and without any rhyme or reason.

  1. Twitter Profile Picture

The very basis of the social media sphere is the idea of creating a platform where people interact with other people. Yes, you are a local business, but your face is a part of the social media community. People don’t care about a fancy logo that you spent hours creating. People like to do business with people they know, like and trust.

  1. Twitter Cover Photo

Information is key. Your Twitter cover photo should be a clear picture that represents your business. If you have a team of employees, have them featured on the cover image to let people know who they are communicating with. One intelligent thing to do is to include your company contact information on the cover to make it easier for your followers or prospective followers to have easy access to your contact details.

  1. Location, Location, Location

There are 2 important reasons for filling out the geographic location in your Twitter profile. First of all, the reason you want to do this is for better search results for your page. The second reason to do this is that when you have time and you’re on Twitter you can just click your location if Twitter identifies it and you’ll see all tweets going on locally in your geographic area. This is HUGE and such an amazing opportunity for you as a local business owner to jump in and have a discussion if relevant.

  1. Twitter Pinned Tweet

You should have the 1 tweet you want everyone to look at pinned to the top of your Twitter profile. When people visit your profile they look at your Twitter bio, your profile picture, your cover photo, location and then they start looking at your Tweets. You have the power to show them what you want them to see first, so make it something smart and eye catching. Be creative and test different pinned tweets regularly. This will probably be one of your most retweeted tweets and you can change it as often as you like.

You are set to take on the social media world. Happy tweeting.