by tradesmeninsights | Mar 2, 2021 | Social Marketing, Tradesmen Insights
by Andrew Poulsen, Content Engineer, Sonnhalter
In past blog posts, we’ve discussed some of the ways companies can hit the ground running with Instagram and make it a useful cog in their marketing machine. Now that you’ve set up an account, accumulated some followers and fired off some posts, you may be wondering why your posts haven’t performed as well as you had hoped. The reason may be that your posts aren’t optimized for the best possible engagement. What do I mean by that? Well, as you may have noticed, your Instagram feed is no longer chronological. Instead, the feed is actually run by an ever-changing algorithm that is constantly trying to figure out and prioritize and show you posts that you are most likely to interact or engage with.
While Instagram hasn’t publicly divulged the specifics of its algorithm, those able to read between the lines understand that getting the most exposure on the platform comes down to engagement, not just “likes” and a regular posting routine. What this means is that the algorithm is specifically looking for posts that users spend time and interact with, or content that will illicit more shares, saves, comments and longer video views. So, how can you get better engagement and overall performance with your Instagram channel? Here are five suggestions!
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Create content that users will “save” or “share.”
Instagram now has a “save” feature which allows users to archive photos and videos into a special folder that they can view later. Saving a post signals to the algorithm that a user found the post to be worthwhile, which helps boost the post’s visibility. Additionally, if a user “shares” a post via direct message, that also scores better for the algorithm than standard likes and comments. As a company, there are plenty of ways you can create savable or shareable content. Examples include infographics, how-to videos, tips, tricks and sharing fun content created by influencers.
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Post when your followers are most likely to be online.
While posting daily (or at least 4-5 times a week) is crucial for growing your channel, posting at the wrong time can cost you meaningful exposure. Since Instagram’s algorithm favors posts that receive a lot of interaction in a short amount of time, it’s important to post when your followers are most active and have the best chance to see your content. While early first thing in the morning, lunchtime and right after 5 p.m. are generally viewed as acceptable times to post, Instagram now offers business accounts an Insights tab that allows you see the exact hours your followers are most engaged.
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Improve the quality of your content.
This one might seem obvious, but if your content isn’t working, maybe it’s time to take a step back and see things from the user’s perspective and what they would like to see. Everyone on Instagram is fighting for attention, so what can you do to pull people in? Consider posts with real people, good lighting or some sort of action shot. If you’re making a video, try to get right to the point within the first couple seconds to grab people’s attention and try to make the length as short as possible to increase your views. Or, think of a thoughtful caption with helpful product or how-to info that your followers would want to read. These minor tweaks can help keep eyeballs on your content for longer periods of time, which will lead to a boost in the algorithm.
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Explore all of Instagram’s new features.
Another tactic that both pleases the algorithm and gives you more ways to interact with your audience is utilizing all of Instagram features for content creation. A few years ago, Instagram introduced Stories, a feature that allows users to share short clips and moments that disappeared after 24 hours, and IGTV, a feature for long-form videos that allows users to create content that more resembles vlogs and other web series. Last summer, Instagram introduced Reels to compete with Tik Tok and give users a space to easily share and swipe through 15-second and 30-second clips with all kinds of audio and visual effects. While not every company is the right fit for trying to replicate the kind of Instagram content that goes viral or participating in the latest meme or social media “challenge,” companies need to research these features and see if there is a natural segue to use them for fun product demos, instructional videos, Q&As and other types of engaging content your followers might engage. As previously stated, when it comes to engagement, the longer a user is looking at your content, the better. Plus, Instagram has been known to reward accounts that utilize more of its features.
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Monitor what works and what doesn’t work.
Any social media manager will tell you that a successful Instagram account is one that is flexible, persistent and versatile. Don’t be afraid to experiment with a variety of different content types and see which ones your audience responds to best. Analyze the elements of your posts that seemed to start a conversation in the comments or received a lot of saves and shares and let that steer you in the right direction. While some of these metrics can be viewed in your Insights tab, companies interested in taking a deeper dive into these analytics should consider social media listening and monitoring services like Agorapulse, Sprout Social and many others.
While we can’t anticipate the next big change in Instagram’s algorithm or user experience, I believe making a strong commitment to making quality, engaging content on a regular basis will always be in a company’s best interest.
To read more about optimizing your company’s efforts on Instagram, read:
Getting the Most Out of Your Company’s Instagram Account (Part 1)
Getting the Most Out of Your Company’s Instagram Account (Part 2)
by tradesmeninsights | Oct 29, 2020 | Marketing Tips, Social Marketing, Tradesmen Insights
Join Matt Sonnhalter for a Marketing Minute to learn more about the exciting potential of incorporating Instagram into your social media plan!
To view other videos from Sonnhalter, visit our YouTube channel here and let us know if there’s a B2T marketing topic you’d like us to cover.
by tradesmeninsights | Sep 4, 2020 | Marketing Tips, Marketing Tools, Social Marketing, Tradesmen Insights
We’re all trying to do more with less. When it comes to social media, it’s no different. We should be focused on content and use automated tools to help spread the word on social platforms. Every industry is different but following are some automation tools you should consider and an infographic on the best times to post.
Here’s a list of tools that will help you schedule and post your content at the best time:
- SocialOomph – Provides scheduled social posting services for individuals and teams. Has been around since 2008.
- HootSuite – Allows you to manage up to 50 social media profiles, schedule your content and report your analytics.
- Sendible – Allows you to efficiently craft tailored posts for each social media platform and collaborate with your clients and teams.
- AgoraPulse – An easy-to use-social media management software that allows you to drive engagement and build authentic relationships on one platform.
- Buffer – Helps you manage multiple social media accounts at once and easily schedule content.
- ManageFlitter – Tools that help to optimize your Twitter account and identify your Twitter accounts’ prime time.
- Facebook Insights – Provides information about your Facebook audience and how they are interacting with your page.
- Later – Founded as the first-to-market Instagram scheduler in 2014, Later (formerly Latergramme) has grown from a simple Instagram tool to the number one visual marketing platform for Instagram, Facebook, Twitter and Pinterest.
The following infographic by Zenesys will give you a ballpark of the best and worst times to post on various social media platforms.
by tradesmeninsights | Jun 5, 2020 | Social Marketing, Tips, Tradesmen Insights
Social media is constantly evolving and presenting new opportunities for reaching and engaging with your audience of professional tradesmen. You might be wondering if you’re using your social media channels optimally? Or, would you be better served by switching to a new social trend?
As a longtime leader in Business-to-Tradesman marketing, we’ve developed 10 helpful tips that will help you integrate social media in your overall marketing program to effectively reach contractors in this niche space.
In “10 Tips for Effective Social Media Practices,” you’ll learn how to evaluate the social media you’re already using and pick the right avenues for connecting with contractors. The tip sheet shares the latest best practices for Instagram, as well as handling negative feedback and leveraging influencer relations.
You can sign up to download it here.
Need help with your social media campaign? Give us a call or email. And check out our other Tip Sheets here.
by tradesmeninsights | May 29, 2020 | Marketing Trends, Social Marketing, Tradesmen Insights
By Andrew Poulsen, Content Engineer, Sonnhalter
With the stress and anxiety of the COVID-19 pandemic constantly looming, finding silver linings throughout this situation isn’t always easy. But with millions stuck at home with their phones acting as their main source of entertainment and social interaction, influencers and content creators in the trades have been able to use this time as an opportunity to expand their audiences, connect and engage with their online communities and use their platforms to spread messages of positivity and encouragement.
One of these content creators is Dustin Henson, owner of Rustic Customs Woodshop. Based out of Texas, Dustin primarily makes custom wood projects for customers, such as barn doors, dining room tables and built-in shelving units. On Instagram, Dustin is a very active voice in the woodworking and DIY communities, where he shares his projects and woodworking tips to his more than 13,000 Instagram followers.
Sonnhalter spoke with Dustin to learn more about how the pandemic has affected his personal and professional life, the nature of the content he creates and some of the positives he has experienced while staying home with his wife and kids.
Sonnhalter: What were some of the initial changes you noticed in your personal and professional life when the pandemic started?
Dustin Henson: In my personal life, I think it’s obvious. It’s been nice spending time with the family, but I think being stuck in the house has us ready to strangle each other. [laughs] Professionally, I was already booked two or three months ahead of time, so it hadn’t slowed down my business yet. I just don’t have as many new projects coming in. Probably about 90% of my stuff is barn doors or custom-built furniture for houses, where I have to go out and visit the homes to measure for those projects, so that’s been put on hold.
Did you notice any significant changes in engagement or follower growth on social media?
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by tradesmeninsights | Apr 22, 2020 | Social Marketing, Tradesmen Insights
By Andrew Poulsen, Content Engineer, Sonnhalter
With the stress and anxiety of the COVID-19 pandemic constantly looming, finding silver linings throughout this situation isn’t always easy. But with millions stuck at home with their phones acting as their main source of entertainment and social interaction, influencers and content creators in the trades have been able to use this time as an opportunity to expand their audiences, connect and engage with their online communities and use their platforms to spread messages of positivity and encouragement.
Sarah Listi, who runs Tool Girl’s Garage, is one of Instagram’s leading voices in the woodworking, home improvement and DIY communities. Based out of Texas, Sarah is a full-time tool reviewer, builder and all-around storyteller who has partnered with some of the industry’s biggest brands and built a loyal following of more than 51,000 Instagram followers.
Courtesy of @ToolGirlsGarage
Sonnhalter spoke with Sarah to learn more about how the pandemic has affected her personal and professional life, the content she creates and how the situation has affected her brand partners and the online community at large.
Sonnhalter: How has it been trying to create content in the midst of the pandemic?
Sarah Listi: There is a lot of fear and concern out there, so I try to generate content that is useful and positive. There is that feeling of, and I don’t want to say “obligation,” but you want to put out positive content when things are going on that are difficult to escape. This is a hard time. It’s weighing on everybody. So, I’m trying to stay positive and focus on what the content is meant to do, whether it’s meant to inspire, bring positivity or just be funny or irreverent.
What have been some of the challenges for you and how have you overcome them?
Trying to balance being a parent and being a content creator when there is no division. There is no school to divide up the day. My biggest thing is trying to stay as consistent as I was before, stay positive and focus on the good. There are many amazing things happening in the community, not necessarily just on social media, but so many people are showing up for others.
I try to be honest about how I feel. I’m very lucky to have followers who are very loyal and respectful and engage with what’s going on in my day-to-day life. I try to be transparent and honest because it’s just easier to be honest and be yourself than to pretend something else. I needed to own up to and address that it’s crazy being a mom, a teacher, a housewife and a full-time content creator right now. That’s a lot for anybody.
Have there been any unexpected benefits or positive experiences with your time at home?
While I am in the shop, my kids have been able to come in and help with sanding or to just ask a lot of questions. It’s nice, because before when they were home, I tried to just focus on them 100 percent so now that there’s a mix, I think they appreciate it and I think it’s good for the family dynamic in a way. It’s nice to have that connection. Like, my daughter was following me around with a sketchbook full of designs of things she wanted me to build her, which struck me. It was a cool moment for me because she’s learning that building and creating is so much more than the execution. There’s a planning stage and there’s an artistic aspect to it.
We had a scrap plywood family project I did with them over the weekend with Lowe’s “#BUILDTHANKS” project and they got a kick out of it. That was really fun and it reminded me of when I was younger and got to create something for the first time. There was a little bit of magic in there.
With everyone being stuck at home, did you see an increase in your social media engagement?
A lot of people are seeing engagement in higher numbers, but I’ve seen more increases in profile visits and followers. I was averaging about 850-900 new followers a week for a while, and now it is closer to 1,100. It’s significant, but not, say, a 300% increase or anything.
Courtesy of @ToolGirlsGarage
What has this situation meant for brand partnerships?
A lot of us have heard more from brands trying to get content together, because they can’t utilize those traditional marketing methods right now, like photo shoots, filming, etc. It’s been kind of interesting. I would imagine that [these opportunities] are probably going to keep growing, even after we get back to the norm.
What are some of the trends you’ve seen with fellow content creators and your followers during the pandemic?
One cool thing about social media is that we’re never alone. If I talk about having a rough time or a great day, they want to hear that and give you that feedback and they’re always celebrating those victories with you. For content, I think a lot of people are focusing on getting organized. We all wish we were more organized, especially in our shops, so we are all thinking about how we can make it better for when we are back to the norm. There are a lot of “build at home” initiatives and projects encouraging others to use scrap materials.
Any other ways you’re staying positive during this time?
I am trying to capitalize on family time. We are all home together, so let’s make the home that much better to be in. At the end of the day, when have we had this much time at home with our families? It’s a weird and huge shift. You have to find the good in whatever you can. Hopefully, we never have a situation like this again. It has been devastating to see this much fear, but all you can do is make the best of a bad situation.
To learn more about Sarah’s work, visit her website or follow her on Instagram, Facebook, Pinterest and Twitter.
To read part one of our blog post series, click here: Even During a Pandemic, Influencers in the Trades Build On: Part One