One of the most common questions communicators have upon getting into Snapchat is “How do I measure?” The lack of a native analytics platform or a web presence means that there simply isn’t a lot of data available, and what data there is has to be recorded manually. But there are still metrics that can inform the growth of your Snapchat strategy, as well as how effectively you’re engaging your audience.
If you’re like most content publishers, you probably measure time spent on a page, a helpful adjustment to your basic bounce rate metric. Guess who else is paying attention to that? Facebook. In a recent blog post, the social media kingpin announced that they will update publishers’ rankings based on how much time users spend looking at an article in the Facebook mobile browser after clicking through from News Feed.
With attention spans diminishing and the appeal of video and images rising, it seems like the present moment is perfectly suited to Instagram’s quick-hit, low-verbiage, less-is-more characteristics.
For communicators looking to increase their cache of visual materials and at the same time build online street cred, Instagram is the only place to be. While many brands are already on the platform, few truly know how to succeed. In today’s saturated media environment, compelling visual assets are the only way to stand out among the dross.
When Instagram first caught our attention and won our hearts, it was through the platform’s utter simplicity: One-size photos, a handful of filter options and no frills. It was so simple that if you don’t use the app regularly, you may have formed an idea of what it is that isn’t as fluid as the reality. But if you aren’t familiar with the latest tweaks, you can be sure that the actual users of the platform are.
Continuing its efforts to keep users on its platform for as long as possible, Facebook has opened up its Instant Articles feature to all publishers. The mobile-centric program offers publishers the ability to post content that lives on Facebook, with promises of quick load times and advertising options from the company. In an era where organic reach is all but nonexistent, Facebook’s new hub of native media will offer brands an easy way to connect directly with the platform’s vast audience.
Brands and organizations from Lifetime Movie Network (LMN) to the member unions of the AFL-CIO last week hopped on one of the week’s trending hashtags #EqualPayDay, celebrating a holiday that brings attention to the disparity between the pay of men and women in some sectors.
Instagram isn’t just for companies with visually appealing products. Every brand—even B2B, nonprofits and associations—can use this optically intense platform. It’s an established fact that visual storytelling yields the highest rate of engagement, and there’s no better place to do it than Instagram. These tips can help you shift some of your brand communications away from text and toward visuals.
As tech companies continue to invest in bot technology, automation is on the road to becoming the default way customers interact with businesses in a variety of different ways. Facebook announced that the company is set to begin a broad implementation of bots into its already incredibly popular Messenger app. With its access to more than 900 million users and 50 million businesses already on the platform, Facebook’s move could be seen as the most viable shift to bring bot technology into the communications mainstream.
Jumping on trending hashtags is something that brands should take very seriously. We’ve all seen brands haphazardly insert themselves into a trending topic only to go down in flames moments later. At times, social media is serious business and it pays to keep a close eye on the conversations happening online. But at other times, like today’s #NationalGrilledCheeseDay, jumping on trends is relatively safe and can add some fun to your branded communications.