{"id":2401,"date":"2018-07-19T13:12:16","date_gmt":"2018-07-19T18:12:16","guid":{"rendered":"https:\/\/getgood.com\/roadmaps\/?p=2401"},"modified":"2018-07-19T13:12:16","modified_gmt":"2018-07-19T18:12:16","slug":"two-truths-and-a-lie-instagram","status":"publish","type":"post","link":"https:\/\/getgood.com\/roadmaps\/2018\/07\/19\/two-truths-and-a-lie-instagram\/","title":{"rendered":"Two Truths and a Lie: Instagram!!"},"content":{"rendered":"<p><a href=\"https:\/\/\/i0.wp.com\/getgood.com\/roadmaps\/wp-content\/uploads\/2018\/07\/TwoTruthsandALie18Julyep.png?ssl=1\"><img decoding=\"async\" loading=\"lazy\" class=\"size-medium wp-image-2402 alignleft\" src=\"https:\/\/\/\/i0.wp.com\/getgood.com\/roadmaps\/wp-content\/uploads\/2018\/07\/TwoTruthsandALie18Julyep.png?resize=300%2C300&#038;ssl=1\" alt=\"\" width=\"300\" height=\"300\" srcset=\"https:\/\/\/\/i0.wp.com\/getgood.com\/roadmaps\/wp-content\/uploads\/2018\/07\/TwoTruthsandALie18Julyep.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/\/\/i0.wp.com\/getgood.com\/roadmaps\/wp-content\/uploads\/2018\/07\/TwoTruthsandALie18Julyep.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/\/\/i0.wp.com\/getgood.com\/roadmaps\/wp-content\/uploads\/2018\/07\/TwoTruthsandALie18Julyep.png?resize=768%2C768&amp;ssl=1 768w, https:\/\/\/\/i0.wp.com\/getgood.com\/roadmaps\/wp-content\/uploads\/2018\/07\/TwoTruthsandALie18Julyep.png?resize=75%2C75&amp;ssl=1 75w, https:\/\/\/\/i0.wp.com\/getgood.com\/roadmaps\/wp-content\/uploads\/2018\/07\/TwoTruthsandALie18Julyep.png?resize=600%2C600&amp;ssl=1 600w, https:\/\/\/\/i0.wp.com\/getgood.com\/roadmaps\/wp-content\/uploads\/2018\/07\/TwoTruthsandALie18Julyep.png?w=800&amp;ssl=1 800w\" sizes=\"(max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a>In episode 2 of <em>Two Truths and a Lie<\/em>, we talked about Instagram.<\/p>\n<p>Instagram is the most popular platform in many, but not all, markets. <a href=\"https:\/\/www.emarketer.com\/content\/instagram-is-the-leading-platform-for-influencer-marketing\" target=\"_blank\" rel=\"noopener\">EMarketer reported this week<\/a>\u00a0that its &#8220;rising popularity for influencer campaigns goes hand in hand with the platform&#8217;s strong user growth, as marketers tend to go where their customers are,&#8221; but in some countries\/areas, other platforms are as or more popular.<\/p>\n<p>Instagram\u2019s popularity has also lead to some crazy and unsavory behaviors \u2014 from people getting killed or injured for the sake of a photograph (just recently<a href=\"https:\/\/www.thecut.com\/amp\/2018\/07\/influencer-bit-by-shark-for-sick-instagram-totally-worth-it.html\"> a woman was bit by a shark<\/a> just to get a photo)\u00a0and more than a few people have fallen to their deaths from buildings, mountains and waterfalls for the sake of a selfie, to fraud \u2014 bought followers, fake followers, buying engagement to boost the numbers.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/U-ndZelFciw?rel=0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>We tried to get some perspective in our conversation.<\/p>\n<p><strong>Truth<\/strong> \u2014 <em>Platform should always follow purpose.<\/em> Just because Instagram is growing in popularity, doesn\u2019t mean it is the ONLY platform for influencer engagement. In some countries, it lags behind other platforms and tools, and even in the US, it may not be the best place for your program, depending on your goals and content.<\/p>\n<p>When making platform decisions, understand where YOUR customers are, where they are actually engaging with content. This also means:<\/p>\n<ul>\n<li>doing your due diligence about the\u00a0influencers you are working with, and evaluating whether they truly have influence on the topic, whether they have the right audience for your offer or product.<\/li>\n<li>developing tasks and storytelling opportunities optimized for the platform. Don\u2019t just use Instagram Stories \u2014 think about how to use them effectively, natively. And honestly, don\u2019t use things like Stories (that disappear) without some other more permanent social storytelling to supplement it.<\/li>\n<\/ul>\n<p><strong>Truth<\/strong> \u2014 \u00a0<em>Reach is a delivery metric, NOT a performance metric.<\/em> In order to understand the performance of Instagram influencers, we need to look at engagement with content, not just reach. Our metrics tools of choice \u2014 whether platforms like Hootsuite, Sprinklr et al, influencer platforms or simply spreadsheets into which we record data from our influencers \u2014 can\u2019t be satisfied with just reporting and rewarding reach. We need to look at impressions and at a minimum engagement rates \u2014 what percentage of the followers engaged with the content.<\/p>\n<p>Metrics are complicated by the way Facebook and Instagram are set up\u00a0\u2014 personal profiles have relatively little in the way of metrics, whereas business ones are relatively rich. This is less of an issue for businesses\u2019 owned social accounts, since they were likely set up as business accounts, but influencers \u2014 especially ones that have been around for a while or who don\u2019t want to use Facebook Pages (for whatever reason) run into complications with this.<\/p>\n<p>As an example, if you want to convert your Instagram to a business profile, you need to link to a Facebook business page. If you don\u2019t have one, you need to make one. This is a personal b\u00eate noire since I have a personal profile on Facebook, and never really bothered with a page, even for the business, because I largely use LinkedIn for professional posting. I\u2019ve now got a \u201cstub\u201d page for my business, solely for the purpose of converting my Instagram to a business profile to take advantage of the richer native metrics.<\/p>\n<p>Your takeaway from all this? Make sure your Instagram influencers are using business profiles so you can get the rich data available on the platform. You should already have limited your Facebook programs to influencers with verified pages using Facebook\u2019s branded content tools to post. Expect that whither goest Facebook so too shall Instagram.<\/p>\n<p>Also &#8211; do not compensate based on reach. Start moving toward results oriented compensation models.<\/p>\n<p><strong>Myth:<\/strong> <em>\u201cOrganic\u201d social content is better than influencer marketing because the person sharing it wasn\u2019t compensated for his\/her work.\u00a0<\/em>It truly comes from the heart. We wouldn\u2019t have all this fraud and problems in Instagram if it we weren\u2019t paying people to post.<\/p>\n<p>Um no.<\/p>\n<p>That is a load of organic material. Because advertisers WOULD \u2014 in the pursuit of scale \u2014 pay people to post. They just wouldn\u2019t disclose it. Which is why we have the FTC Guidelines for Advertisers in the first place. Think about the Lord &amp; Taylor dress debacle of a few years ago.<\/p>\n<p>The truth is, there are very few brands that can incite excitement at scale without priming the pump in some fashion. Apple. Harley Davidson. Star Wars. Marvel. And THOSE brands invested deeply in the development of their communities from GO in order to have the natural fanbases that they do.<\/p>\n<p>The rest of us have to kick things off if we want any sort of scale, versus just the occasional naturally occurring spontaneous mentions (that hopefully are positive!)<\/p>\n<p>You should:<\/p>\n<ul>\n<li>Pay your influencers for the work they do;<\/li>\n<li>Mine your social feeds for organic mentions to find new content, new influencers;<\/li>\n<li>Boost the best performing content.<\/li>\n<\/ul>\n<p>We ended with\u00a0some personal advice: You don\u2019t want to be the Darwin Award winner in the Instagram category. Always exercise caution when creating your masterpieces. You matter more than a like or share.<\/p>\n<div style=\"text-align: center;\">&#8212;<\/div>\n<p><strong>POSTSCRIPT:<\/strong> IMO a well-rounded strategy uses at least 2 types of content or platforms to reach the intended audience. Don\u2019t JUST do Instagram, no matter how hot it is. Diversify into at least one other avenue to reach your consumer on social. I also think it\u2019s critical to set a baseline, especially for awareness oriented programs, using a pre-campaign \/ post-campaign survey or brand lift study.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In episode 2 of Two Truths and a Lie, we talked about Instagram. Instagram is the most popular platform in many, but not all, markets. EMarketer reported this week\u00a0that its &#8220;rising popularity for influencer campaigns goes hand in hand with the platform&#8217;s strong user growth, as marketers tend to go where their customers are,&#8221; but [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[38,147,165],"tags":[],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/posts\/2401"}],"collection":[{"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/comments?post=2401"}],"version-history":[{"count":1,"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/posts\/2401\/revisions"}],"predecessor-version":[{"id":2403,"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/posts\/2401\/revisions\/2403"}],"wp:attachment":[{"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/media?parent=2401"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/categories?post=2401"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/tags?post=2401"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}