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#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
Hayes Davis
CEO, Union Metrics
hayes@unionmetrics.com
Instagram Insta-Success
Advanced Edition
#SocialPro #23A1 @hayesdavis
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
Instagram occupies a special place in our social media
world. In six short years, more than 40 billion photos
have been shared on the platform and Instagram now
has more than 400 million monthly active users.
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
50,000 new photos were shared on Instagram in the
past 60 seconds. That’s 80 million new photos and
3.5 billion new likes every single day.
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
So, how to succeed on Instagram? It comes down to
posting great content, finding the right audience and
understanding how the platform is evolving.
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
Posting is the easy part, right? Actually, it’s harder to do
well than you might think. Let’s talk about it.
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
Content is still king
Put your best foot forward and post high-quality content. While photos get
more engagement than videos on Instagram, test with your audience.
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
…and it lasts longer than you think
10% of likes happen in the first 15 minutes and 90% of a post’s likes and
comments happen in the first 12.8 hours. Most content lives up to 3 days.
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
Measure your performance
Here are some basic table stakes KPIs to track when measuring the
performance of owned content on Instagram.
•Post Cadence - Set a target of posts
per day and hit it
•Likes/Post, Comments/Post - The
average number of likes and
comments per post
•Follower Net Change (%) - How
much have your follower level
increased or decreased
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
Find your timing
Instagram is very active on nights and weekends. Consider posting content
outside typical US business hours. Test, test, test.
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
Develop the right cadence
Generally, more posts = more engagement but you will see diminishing returns.
Test to find a cadence that works for you and then stay consistent.
•Most brands post an average of 1.5
times per day (1-2 posts / weekday)
•The vast majority of brands post less
than 10 times per day
•Avoid long gaps in posting; it often
results in lost followers
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
Nobody wants to post into the void. How do you find the
right audience for your content?
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
Choose the right hashtags
The right hashtags can increase engagement by 30% or more but finding the
right hashtags can be difficult. Here’s how to do it.
1. Pick a set of “seed” hashtags that you
think your desired audience might use
2. Identify “adjacent” hashtags used
alongside those “seed” hashtags
3. Analyze which adjacent hashtags are
receiving strong engagement
4. Test your own content using those
adjacent hashtags
5. Repeat
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
A word about hashtag etiquette
Nobody likes a blatant hashtag stuffer. Use between 3-10 hashtags per post
and consider adding them in a comment separate from the caption.
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
Know your influencers (or competitors)
Most people just want to know when an “important” user follows their account.
There’s a lot more to understanding influencers.
•When monitoring hashtags,
determine which users post most
frequently and/or get the most
engagement
•Review specific posts to get
inspiration for your own posts
•Consider analyzing specific influencer
behavior including which hashtags
they use and when they post
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
Find customers with geo data
Instagram users frequently tag posts with a location. Use this for regional-level
segmentation or location-specific analysis.
•Monitor community or
industry hashtags to identify
geographic groups
•Monitor brand-specific
hashtags to see specifically
where customers are
posting
•Especially valuable for retail-
oriented brands
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
Instagram is evolving quickly (finally). Here are a few
things you need to know.
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
API changes
On June 1st, Instagram went live with a significant update to their API. Here’s
what that means for you.
•Less spam - Instagram applications
are now approved by Instagram and
must fit into specific use cases
•More safety - Applications now
request very specific permissions to
access different kinds of data
•Death of “web viewers” - Instagram
removed the parts of the API that
duplicate core viewing functionality
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
More advertising (lots more)
In September 2015, Instagram began opening their ad platform for self-service
ads. There are now 200k advertisers on Instagram.
•Deep FB integration - Utilize the same campaign
tools for Facebook and Instagram and execute
campaigns on both at once
•Changing ad units- Carousels, action buttons, ad
overlays dynamic ads
•More targeting - Retargeting, utilizing Facebook
demographics
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
Product changes
A whole new (very white) user interface, a whole new (very colorful) logo, more
video, business profiles and more.
•Video - Instagram is pushing video hard, including
adding video views to the stream. Beware, video
views are not accessible via the standard API.
•Business profiles - Similar to Facebook pages.
These add a contact button and include insights
and promotion capabilities.
•Insights - Rolling out slowly. Will provide some
impression and demographic data.
#socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis
hayes@unionmetrics.com
@hayesdavis
Thank you!
#SocialPro #23A1 @hayesdavis

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Instagram Insta-Success, Advanced Edition By Hayes Davis

  • 1. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis Hayes Davis CEO, Union Metrics hayes@unionmetrics.com Instagram Insta-Success Advanced Edition #SocialPro #23A1 @hayesdavis
  • 2. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis Instagram occupies a special place in our social media world. In six short years, more than 40 billion photos have been shared on the platform and Instagram now has more than 400 million monthly active users.
  • 3. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis 50,000 new photos were shared on Instagram in the past 60 seconds. That’s 80 million new photos and 3.5 billion new likes every single day.
  • 4. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis So, how to succeed on Instagram? It comes down to posting great content, finding the right audience and understanding how the platform is evolving.
  • 5. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis Posting is the easy part, right? Actually, it’s harder to do well than you might think. Let’s talk about it.
  • 6. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis Content is still king Put your best foot forward and post high-quality content. While photos get more engagement than videos on Instagram, test with your audience.
  • 7. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis …and it lasts longer than you think 10% of likes happen in the first 15 minutes and 90% of a post’s likes and comments happen in the first 12.8 hours. Most content lives up to 3 days.
  • 8. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis Measure your performance Here are some basic table stakes KPIs to track when measuring the performance of owned content on Instagram. •Post Cadence - Set a target of posts per day and hit it •Likes/Post, Comments/Post - The average number of likes and comments per post •Follower Net Change (%) - How much have your follower level increased or decreased
  • 9. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis Find your timing Instagram is very active on nights and weekends. Consider posting content outside typical US business hours. Test, test, test.
  • 10. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis Develop the right cadence Generally, more posts = more engagement but you will see diminishing returns. Test to find a cadence that works for you and then stay consistent. •Most brands post an average of 1.5 times per day (1-2 posts / weekday) •The vast majority of brands post less than 10 times per day •Avoid long gaps in posting; it often results in lost followers
  • 11. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis Nobody wants to post into the void. How do you find the right audience for your content?
  • 12. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis Choose the right hashtags The right hashtags can increase engagement by 30% or more but finding the right hashtags can be difficult. Here’s how to do it. 1. Pick a set of “seed” hashtags that you think your desired audience might use 2. Identify “adjacent” hashtags used alongside those “seed” hashtags 3. Analyze which adjacent hashtags are receiving strong engagement 4. Test your own content using those adjacent hashtags 5. Repeat
  • 13. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis A word about hashtag etiquette Nobody likes a blatant hashtag stuffer. Use between 3-10 hashtags per post and consider adding them in a comment separate from the caption.
  • 14. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis Know your influencers (or competitors) Most people just want to know when an “important” user follows their account. There’s a lot more to understanding influencers. •When monitoring hashtags, determine which users post most frequently and/or get the most engagement •Review specific posts to get inspiration for your own posts •Consider analyzing specific influencer behavior including which hashtags they use and when they post
  • 15. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis Find customers with geo data Instagram users frequently tag posts with a location. Use this for regional-level segmentation or location-specific analysis. •Monitor community or industry hashtags to identify geographic groups •Monitor brand-specific hashtags to see specifically where customers are posting •Especially valuable for retail- oriented brands
  • 16. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis Instagram is evolving quickly (finally). Here are a few things you need to know.
  • 17. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis API changes On June 1st, Instagram went live with a significant update to their API. Here’s what that means for you. •Less spam - Instagram applications are now approved by Instagram and must fit into specific use cases •More safety - Applications now request very specific permissions to access different kinds of data •Death of “web viewers” - Instagram removed the parts of the API that duplicate core viewing functionality
  • 18. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis More advertising (lots more) In September 2015, Instagram began opening their ad platform for self-service ads. There are now 200k advertisers on Instagram. •Deep FB integration - Utilize the same campaign tools for Facebook and Instagram and execute campaigns on both at once •Changing ad units- Carousels, action buttons, ad overlays dynamic ads •More targeting - Retargeting, utilizing Facebook demographics
  • 19. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis Product changes A whole new (very white) user interface, a whole new (very colorful) logo, more video, business profiles and more. •Video - Instagram is pushing video hard, including adding video views to the stream. Beware, video views are not accessible via the standard API. •Business profiles - Similar to Facebook pages. These add a contact button and include insights and promotion capabilities. •Insights - Rolling out slowly. Will provide some impression and demographic data.
  • 20. #socialpro #23A2 @jdeeringdavis#SocialPro #23A1 @hayesdavis hayes@unionmetrics.com @hayesdavis Thank you! #SocialPro #23A1 @hayesdavis