Beating The Shadowy World Of Instagram

Beating The Shadowy World Of Instagram
SHARE
THIS



Instagram’s move to reduce the visibility of heavily hashtagged posts (in favour of sponsored messages) has potentially serious consequences for advertisers and brands. In this opinion piece, Web Profits’ head of social, Katherine Chalhoub (pictured below), offers some tips on how to maintain organic user growth.

Katherine Chalhoub

From inspiration to admiration, Instagram is where it’s at. Boasting more than 400 million daily users, there’s no denying the relevance of this ever-evolving social network and the opportunities available for brands and users alike.

Recently however, the first (slightly bitter) taste of what’s classified a ‘shadowban’ was the topic of discussion across myriad of forums and the channel’s own social profiles. Why?

A shadowban restricts the visibility of heavily hashtagged content to Instagram followers, resulting in an extremely limited organic opportunity to be found and seen. With the drop in overall organic reach comes a consequent decrease in new followers for many businesses – and not long after, what did become apparent, was a significant increase in sponsored posts cropping up.

Initially used to gain momentum for businesses and brands looking to launch on the platform, hashtags were typically part of a seemingly organic strategy. Now, brands will need to try and test new methods of obtaining the same traction, if organic remains the main way of growing.

But we have been here before. As usership of any social network grows, so too is the likelihood of a ‘pay to play’ model. We saw this with Facebook, and now it’s Instagram’s opportunity to cash in. But it’s not all bad.

From what we saw with the recent AANA updates to influencer marketing regulations, greater transparency and authenticity will need to be integrated within any Instagram marketing strategy, from both paid and organic efforts.

So now what?

Marketers have to really zero in on understanding the wants and needs of their desired audiences and look at employing thumb-stopping ways to engage users in genuine conversation.

Building influential partnerships

Influencer marketing is a sure way to grow relevant followers through the cross-promotion of non-competing profiles. The exchange of goods or services is often a great way around influencer and admin fees and controls the goods or services creatively expressed in the influencer’s content.

Be sure to get strategic on how Influencers are selected, with HelloSociety’s findings indicating it’s the mid-range that have the greatest (relevant) traction.

Include users in your brand story 

Keeping user attention is essential when looking to maintain ongoing interest and brand loyalty. What better way to do this than through weaving imagery of them within your own content strategy?

It offers them their 15 minutes of fame and delivers authentic content. As they say, there’s no greater means of persuasion than word of mouth.

Frank Body grows brand advocates really well through its campaign hashtag #thefrankeffect.

#thefrankeffect

Instagram Stories

Try rewarding engaged users with exclusive offers or campaign promotions through Instagram Stories.

The follow-through nature of this feature implies content will be absorbed, at the least bit subconsciously. Raw content is also on the rise, with studies indicating users favouring authentic formats over polished posts.

The ‘real’ behind the scenes snippets are what users want insights on; who’s doing what and where?

A brand doing this consistently well is Oroton. Its traditionally polished look has been appropriated to social with a fresh, youthful spin balancing with the brand’s overall tone of voice.

Oroton (Instagram) [1]

Oroton (Instagram) [2]

Competitions

Giveaways or competitions are really effective when asking users to share imagery.

Developing a branded hashtag is an easy way to collate entries and repurpose within your future marketing or content campaigns. An awesome example of this is Sigma Photo Australia, who has collected more than 21,000 pieces of user generated content (UGC) through thematic #sigmamoments lens giveaways.

#sigmamoment

Collective call-to-action campaigns

The bio link is a great opportunity to offer a downloadable assets or promote event sign ups. Not only will this be easier to access through complementing content promoting this highlight, but in combination with one or more of the above strategies, expect interactions to go into overdrive.

Collective Hub does this well, with the current promotion of their upcoming ‘How to Get Seriously Organised’ Collective 101 Masterclass event link shared in its bio (as well as being tracked to monitor Instagram traffic and attribution to sales).

In addition to this, the brand is also marketing the event through Instagram posts, video and Instagram Stories, ensuring no matter where users see them on the platform, the topic of conversation ties back to their trending theme.

It also helps that Lisa Messenger (the brand’s founder and editor-in-chief) has huge sway as an influencer in her own right, with 107,000 Instagram followers of her own.

Collective Hub (Instagram) [1]

Lisa Messenger (Instagram)

Quality v quantity

People don’t buy a brand – they buy into the brand story. Keep it real, relevant and relatable and your community will grow.

Users are ready to be actively pursued, you just need to speak their language in a way that identifies your purpose and prominence amongst your competitors. Like any relationship, credibility and trust is the foundation from which everything worthwhile is built upon.

Establish that and you’re set to stand out.

Latest News

Diesel Unveils Latest Oddball “Capsule” Campaign That Puts An End to Boring Meetings
  • Campaigns

Diesel Unveils Latest Oddball “Capsule” Campaign That Puts An End to Boring Meetings

Italian fashion brand Diesel has unveiled its latest campaign and it’s possibly one of the nuttiest yet. The work of Publicis Italy, the campaign is titled “The Capsule” and is a playful dig at tedious work meetings. “The Capsule” is a prototypical new (and purposefully uncomfortable) meeting room designed to keep conference and gathering times […]

by B&T Magazine

B&T Magazine
Why All Email Should Be Mobile First
  • Opinion

Why All Email Should Be Mobile First

In this guest post, Engaging.io’s Matias Bezzo (pictured below) says with the rise of the smartphone and the inundation of emails, the two should NOT be mutually exclusive… About eight years ago I went to an Adobe Creative Cloud summit, this was when Adobe had just moved to a cloud-based application and revamped all their products. The […]

Opinion

by B&T Magazine

B&T Magazine
Ten’s Damien Fleming Follows Ricky Ponting To Seven’s Cricket Commentary Box
  • Media

Ten’s Damien Fleming Follows Ricky Ponting To Seven’s Cricket Commentary Box

Seven has pinched another of Ten’s cricket commentators, announcing former Australian fast bowler Damien Fleming will join the team when the broadcaster starts airing games in December. Fleming was commentating on Ten’s Big Bash League (BBL), however, the network was left without any cricket rights when Seven (in a JV with Foxtel) secured all the […]

39th AWARD Awards Winners Announced
  • Media

39th AWARD Awards Winners Announced

The winners of the 39th annual AWARD Awards were announced tonight in a celebration of the most outstanding creative communications work in the Asia Pacific region. The theme for the night was “Count Yourself Lucky” and didn’t disappoint with a record number of golds being presented. Held at Carriageworks as part of the Semi Permanent […]

Women In Media Profile: Zeina Khodr
  • Media

Women In Media Profile: Zeina Khodr

When B&T was offered to interview a lady named “Zeina”, we initially thought it was the warrior princess herself.

by B&T Magazine

B&T Magazine
Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine