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

Social Change Maker Profile: Anthony Xydis, ARN
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Anthony Xydis, ARN

There's no denying ARN's Anthony Xydis is one of the industry's "nice guys", and that's despite B&T's fondness for evil.

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Aristotle’s Relevance To Experiential Marketing
  • Opinion

Aristotle’s Relevance To Experiential Marketing

In this guest post, group account director at GPJ Australia, Dylan McLaughlin (pictured below), is summoning some of history’s greats in his take on the 2018 experiential marketer… Extraordinary ideas are rarely serendipitous or eureka moments. They are the culmination of shared thoughts and notions that have been twisted and turned, built on and built from. They are […]

Opinion

by B&T Magazine

B&T Magazine
Samsung  Kicks Off First Campaign With Tim Cahill Via Leo Burnett
  • Campaigns

Samsung Kicks Off First Campaign With Tim Cahill Via Leo Burnett

Samsung Electronics Australia has kicked-off its partnership with Tim Cahill with the launch of TIMVITE. TIMVITE is an interactive digital campaign that encourages Aussies to invite their mates to watch this year’s biggest sporting events together. The activity supports Samsung’s QLED TV category, which includes a range of 75” and 85” large screen TVs, because […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine
Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%
  • Marketing

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%

• Ad spend in Australia forecast to grow by 2.8% in 2018 , with main drivers of growth in Government, Retail, Finance and Gambling sectors. • Global advertising spend to grow by 3.9%, revised up from 3.6% in January 2018. • Digital to overtake TV for the first time, to reach 38.4% of global share (TV 35.5%). In 21 out of the 59 markets tracked, digital will be the leading advertising channel in 2018. • One quarter (25.2%) of global ad spend will be delivered through mobile devices for the first time.

Pac Mags Appoints New Client Strategy Director For Victoria
  • Media

Pac Mags Appoints New Client Strategy Director For Victoria

Seven West Media’s Pacific Magazines has announced the appointment of Emma Baston as client strategy director for Victoria. Baston has worked in senior digital media buying and planning roles at various agencies including UM Australia, Cummins&Partners and MindShare, with exposure across the strategy, communications and creative process. She has also worked at Facebook in a […]

Seamless pattern of a crowd of many different people profile heads. Vector background.
  • Media

SBS Launches Diverse Communities Content Initiative

SBS has launched the Short-Form Content Initiative, a commitment to providing increased opportunities for Australian creatives from diverse communities through the commissioning and production of content for SBS On Demand. SBS has partnered with five of Australia’s screen agencies, including Film Victoria, Create NSW, Screen Queensland, Screenwest and South Australian Film Corporation. The initiative aims […]

BIG W Unveils Toy Mania Via M&C Saatchi
  • Campaigns

BIG W Unveils Toy Mania Via M&C Saatchi

BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania. Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and […]

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’
  • Technology

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’

Datorama, a global technology company, today announced the launch of Data Canvas, a suite of new data visualisation capabilities within its Marketing Intelligence platform. Datorama Data Canvas leverages the power of artificial intelligence (AI) in a brand new way — to help marketers create expert-designed dashboards to tell compelling, data-driven stories. Datorama’s previous AI releases have […]

Who’s Looking The Goods At Cannes Lions 2018
  • Opinion

Who’s Looking The Goods At Cannes Lions 2018

In this opinion, Fjord lead Bronwyn van der Merwe (pictured below) discusses the work to look out for at Cannes Lions 2018. I fully expect there will be some staggering examples of creative brilliance at Cannes Lions this year, and I’d recommend anyone going resists having their attention pulled by projects that are largely based on […]

Opinion

by B&T Magazine

B&T Magazine
We Are Social Acquires Socialize
  • Media

We Are Social Acquires Socialize

We Are Social has acquired Socialize; however, it will not be renamed We Are Socialize or even Margaret for that matter.

Global Marketing Player adm Appoints Country Manager For Australia & NZ
  • Marketing

Global Marketing Player adm Appoints Country Manager For Australia & NZ

International marketing services business adm Group Ltd has appointed Matt Cave as its country lead for Australia and New Zealand. Cave (pictured above) has more than 25 years of industry experience in the Asia-Pacific region, and will be instrumental in driving adm’s expansion throughout Australia and New Zealand. With 26 offices in 19 countries around […]

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”
  • Media
  • Technology

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”

Weploy began with a shared realisation between two friends that recruiting quality staff had become too complicated and it was high-time so declutter the process. Based in Melbourne, the start-up combines Tinder-style online skills-matching with Australian job market, and in doing so, rids eager employers of the strenuous – and at times incredibly uncomfortable – […]

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James
  • Marketing

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James

Nielsen has announced it has acquired Landsberry & James (L&J), a leading media analysis and software company based in Sydney, Australia. L&J designs, develops and markets software across the entire media analytics, planning, buying and post analysis process for television, digital, radio, advertising expenditure and advertising creatives. Nielsen’s investment in L&J enables an unparalleled and powerful […]