The COVID-19 pandemic has transformed the world of brands in the past two months, shifting them into a new era of social media. Brands, small business and influencers have been accelerated to re-think their marketing strategies and the ways in which they communicate with their audiences on social media. To better adapt your social media content we have put together a top list of ideas and sharing, COVID19 Insights from the Facebook team to help you engage with your audiences.
Analyze the Market!
Based on the analysis by Facebook, stats indicate there has been a 27% reduction in ads with imagery showing social interactions (such as hugging or shaking hands) and a 400% increase in ads showing fitness or health activities.
Focus on adverts with less social contact
18-34 are the least impacted physically, but the most impacted socially. However, many people are more worried about financial outcomes than health effects.
Offline shopping (except for groceries) has taken a huge hit. Initially online spend also dipped but it is now recovering across some categories.
Despite all this passive consumption, people are becoming increasingly bored, illustrated by this 918% increase in volume of posts including the word ‘bored’ on Instagram. – Facebook
– Facebook EMEA Team
The fear and increase in boredom are contributing to a shift in attitudes towards advertising. Youtube and Movies have been a source of entertainment, up 46% over the past 2 weeks with 18-34-year-olds. It seems that this group are also turning to online retail as a source of relief.
‘Go LIVE’ to reach your consumers.
There has been huge growth of live across Instagram and Facebook, first from consumers and celebrities, but now brands are in hot pursuit.
Brands are using content, often in partnership with celebrities, to create content that is timely and quick and easy to produce remotely. The added advantages of live are that it gives a push notification to all your followers and you can track how many people are watching in real-time.
– Facebook EMEA team
In the countries hardest hit by COVID-19 like South Africa, total messaging has increased more than 50% over the last month. Voice and video calls have more than doubled in Messenger and WhatsApp and now ZOOM conference, proving that video two-way communication on video is more desirable for consumers.
Purchases: Delayed not Cancelled
As we move towards more active consumption, consumers do not want brands to be putting profit before people, and it is clear that how brands act now could have massive repercussions for how consumers perceive them for years to come. Speaking up is important, but it is crucial that brands say the right thing.
During this COVID-19 state of altered reality, consumers are be calling on brands to help with their daily lives.
Most people are delaying, rather than cancelling. Create Content that is lockdown friendly and shareable
Stores like Pick n Pay, Shoprite, Spar and Woolworths have collaborated on social media bringing their consumers more value by being transparent and active on social media. These brands are engaging consumers on fake news, pricing hikes, delivery during, health measures and variety of entertainment during COVID-19 lockdown.
By partnering with other brands, it gives more strength to smaller brands and consumers who are searching for innovative ways to get through the lockdown.
According to Mention’s 2019 Instagram engagement report, 71% of Businesses have registered an account around the world, Instagram has 1 billion active users per month, has increased by 25% from 2018. The only way to break through so much clutter is to create a successful content plan for Instagram.
In this blog, you’ll learn how you can do this.
STEP 1 – CONTENT
Outline Your Content Feed in Advance
Brands post an average of 20 times per month. In other words, you need to post almost every day if you want to keep up with your brand reach and engagement. This, in turn, means you need to plan your Instagram feed at least 1-2 weeks in advance. This planning, although somewhat time-consuming and demanding, will help you build a cohesive content feed that keeps attracting your target audience. Your content feed is where the users will first interact with your brand. So, keeping up a consistent editing style and aesthetics can help you build a brand image.
SCHEDULING: You can use tools like Later AND UNUM to schedule your content or schedule your Instagram posts to publish at a later time through Facebook’s Creator Studio.
THEMES: You can devise content based on periodically and weekly themes. Whatever your theme is, make sure to keep all images, videos, and other content related to it ready. That said, you will need to have some wiggle room to post content on unexpected developments in your niche or in general..
STEP 2 – HASHTAGS
Using hashtags with your content increases your chances of being discovered by or reach your target audience in time to maximize its impact. The best way to make your content discoverable is to use the most relevant and precise hashtags. Hashtags can also get your content viral on Instagram and assist you to analyze your campaigns.
These are currently the most popular hashtags on Instagram. General Hashtags: Most commonly used and popular hashtags throughout the year. Niche-Specific Hashtags: These are specific to your industry. They also include your brand name hashtags. Instagram has a boundary of 30 hashtags per post. But, using all 30 hashtags can look spammy. On average, 6-7 hashtags should be plenty.
HOW MANY HASHTAGS CAN I USE:
Recent research, however, shows that posts with 9-11 hashtags get the best engagement. Make sure to research hashtags before using them. You can use tools like Hashtagify, All Hashtag, or Display Purposes website to identify suitable hashtags. Try to maintain a list of relevant and popular hashtags.
STEP 3 – POSTING TIMES
Time is a important factor that will make sure your high-quality content reaches the right audience is the timing. You need to post the content when your target audience is online. Here are the best and worst times for brands to post on Instagram, according to SproutSocial data: Best times to post in South Africa: 9:00, 16:00, 18:00, and 21:00 is the best time to post.
We do put a disclaimer and admit these timings may differ slightly depending on your niche, and demographic profile. Instagram analytics will provide you with a better idea when your target audience is the most active on the platform.
FIND ANALYTICS FOR YOUR PAGES:
Open Instagram, select the settings tab the bar-chart icon on the top right of your business account profile page to go to Instagram Insights. Go to the Audience tab. You will be able to see the audience activity under the Followers section. You can use this information to schedule your content accordingly. Alternatively, you can use Instagram analytics tools like Later, Hootsuite Analytics, or SproutSocial to find your best times to post.
STEP 4 – MEASURE RESULTS
Measure how well each of your content campaigns and posts performs to improve your content creation, timing, and hashtag optimization.
COMMENTS & LIKES:
You should keep track of the following key metrics:
Take a look at the comments by followers to get a better understanding of how well-received your post was as they require time and thought. More comments often indicate that your content has found a connection with the audience. So, you can get inspiration from the posts with the highest number of comments.
REACH & IMPRESSIONS:
You can find your extension for each post with Instagram Insights. This metric tells you about the total number of people who have seen your post. Unlike an impression, even if the same person sees a post multiple times, it still counts as one reach. So, it provides you with a more accurate measure of how successful your post was.
Using these 5 tips should help you create a content plan that can help you increase your brand reach and conversions on Instagram. Make sure to tweak your content plan to keep up with the changing social media trends.