If you are a brand playing a strong game on Instagram, you
will want to continue reading this article.
The Explore tab on Instagram is every user’s glimpse at the
open world of content by people we haven’t yet Followed. Over the years, this
section of the app has improved to include IGTV and Shop content as well.
Up until recently, Stories was the last piece of the Explore
puzzle which the company says will be rolling to all in the coming months.
Ever since it was introduced a couple years back, Stories
has been steadily outgrowing the views of Posts and IGTV combined.
Perhaps it’s due to the ‘temporariness’ that encourages people to be candid and
casual with their content. Or perhaps it’s the absence of Likes that get people
to really appreciate the content.
Since Microsoft’s acquisition of LinkedIn in mid-2016, they
have been making a lot of catch-up improvements to the platform. A recent
report released by LinkedIn revealed that the number of Comments, Likes and
Shares grew by over 50% year-on-year.
With over 630 million active users on the platform,
LinkedIn themselves realised that their platform is quickly becoming a
formidable contender to the social media industry. To help all of us users out,
they released a comprehensive Guide to Posting Content on its platform.
I recently came out of the Bumblebee movie feeling more
satisfied than all the previous Transformers series combined. If the cinematic
experience was more epic in the first five movies, why was this little spin-off
loved by more moviegoers?
Similarly with social media content and advertisements. Why
are some able to connect with us emotionally more than others?
In the golden age of Big Data and Machine Learning, marketers often make the fatal mistake of relegating their audiences down to numbers and graphs. The result is an endless streak of uninspiring content built based on statistics and algorithms rather than human beings.
If you were born and possibly worked in the time before the
Internet, you would have seen the days when businesses were focused simply on
making the best products and selling them to customers.
Very little or no education was involved. Knowledge itself was
a Unique Selling Proposition that should never be given out for free. When it
was required, they came in scripted advertisements with heavy lighting and
The Sales or Marketing Funnel has been all marketers’
playbook for a long time. It outlines the process by which a customer is taken
on the sales journey from the initial Awareness all the way to Purchase
Throughout this Funnel, marketers start with a wide
catchment of potential customers and filter down until they reach a refined
number of buyers. If you have been
introduced to a new product’s name, its functions and features, followed by an
irresistible promotion to buy it, you have been down one such Funnel.
Recently though, there has been talk of a new method that
could change the way marketers work. It is by using the Flywheel. Developed by
author Jim Collins in his book Good to Great, the Flywheel is essentially a
circular flow with multiple sections that gains momentum through every cycle.