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If you want to improve the performance of your Facebook ads, you’ve come to the right place!
Improving your Facebook ad performance means higher CTRs, conversions and reach for your buck, keeping your ROIs on point.
So where is the best place to start?
This week we will give you our top tips for improving the performance of your Facebook campaigns. We’ve divided them into newbie tips and advanced hacks to ensure we can help you boost your Facebook results, no matter how experienced you are.
If you want to jump ahead to Facebook performance tips for more advanced marketers, click here.
Otherwise, sit back, grab that coffee and get ready for the ultimate guide to Facebook ad performance.
6 Steps to Better Facebook Performance for Newbies
Step 1: Make Sure You’re Using the Right Facebook Ads for eCommerce
Are you using the right Facebook ads? One of the most significant performance problems newbie eCommerce Facebook marketers face can be attributed to spending money on the wrong kinds of ads. When it comes to eCommerce, there are 9 types of Facebook ads you should be experimenting with. These are:

Facebook Dynamic Ads
Carousel Ads
Facebook Collection Ads
Video Ads
Offer Ads
Domain Ads
Messenger Ads
Instant Experience Ads
Lead Ads

Step 2: Make Sure You’re Targeting the Right Audience Demographics
Once you are testing the right ads, it’s time to check your targeting. Facebook audience demographics can play a big role in improving Facebook ad performance. If you’re targeting women’s yoga pants to men, your CTRs will clearly be abysmal.
The idea here would be to target smaller segments to ensure your ads are highly targeted and thus enjoying better ad performance. This includes targeting based on demographics such as specific locations, ages, genders, behaviors and placement.
Step 3: Improve CTRs with Exclusions
Another key, but often overlooked, targeting component to improve Facebook performance is audience exclusions. These allow you to set parameters of audiences you don’t want to reach with your campaigns.

For example, you can improve CTRs of your awareness campaigns by setting a rule to exclude people who have already been in contact with your brand.

Pro Tip: Have you excluded previous converters? Improve performance by ensuring you aren’t targeting previous shoppers, which can tank your CTRs. Instead, move them up the funnel to your remarketing campaigns targeting previous shoppers that also then exclude those who converted from the ad.
Step 4: Look for Ways to Incorporate Video Ads into Campaigns
If you’re not investing in video content for Facebook campaigns, then yes – you’re missing out. Integrating video into your Facebook marketing can have dramatic effects on your performance. In a Hubspot case study, they proved that video generated 20% more clicks than the image used for the same ad and targeting. In another study, our merchant was able to reach 13 million Facebook views with a simple smartphone video.

Due to a lot of misconceptions about expense and ROIs, video content is often the last ad type that newbie eCommerce marketers use. But if you want to turn your Facebook marketing up a notch, it’s time to take the leap.
Step 5: Are Your CTAs and Offers Enticing?
Does your CTA or offer appeal to the audience segment you’re targeting and does it match your ad objective? Every ad needs a solid objective, a CTA and awesome copy to back it up. Let’s say your ad objective is sales, but your ad is designed (imagery and CTAs) for brand awareness; your ROIs are going to suffer. Here are some CTA tips to get you started:

Highlight the benefits, not just the product
Keep to the point
Include an action word
Use negative words

This is something that some of our top 7- and 8-figure merchants know how to do. GearBunch, an online legging store that does over $5 million in revenue a year, gets 80% of their new customers from Facebook ads. Sure, targeting plays a huge role, but so does your copy.

Step 6: Do an Ad Element Audit
It’s not just your objectives and CTAs you want to test! To increase Facebook performance, you want to test each element of an ad to find your converting superstar. This includes variations on body text, images/video, headlines, link text, buttons, targeting, CTAs and more.
Here is an audit checklist that includes all our newbie tips mentioned in this post, to get you started on creating better-performing ads:

Audit and fine-tune your targeting
Test various videos and images
Try ad copy and CTA variations

Once you’ve done this, you are ready for more expert Facebook performance tips, hacks and strategies. Let’s jump in!
Facebook Performance Tips for Advanced Marketers
1. Test the “Snap, Benefit, Action” Copy Strategy
Before we get into the technical side, let’s look at your copy. Why? Because it’s the first step to pro Facebook performance to upgrade your ad copy to expert level. The “snap, benefit, action” copy strategy, or SBA for short, is a three-stage copy strategy to help you improve CTRs and drive more targeted traffic to your store. I first heard the term from Facebook influencer Charlie Lawrance, and it’s a great way to remember this tried-and-tested winning ad copy structure for colder, newer audiences. Let’s break it down.
Snap: This refers to the first line of copy in your ad, that’s aim is to grab attention quickly. An example of “snap” copy on a new shopper promotional ad could be: “Get 10% off your first [product] purchase when using NEW10 promo code.”
Benefit: This refers to the next line of copy, where, you guessed it, you highlight what the potential shopper – who you are specifically targeting with that ad – will gain from clicking your ad or buying your product. Benefit text may go a little something like this: “Our yoga leggings are 100% organic cotton and come in custom designs to suit any taste.”
Action: Lastly, “action” is your CTA. What should the person seeing your ad do and why should they do it? “Click ‘Shop Now’ for more savings!”
Here are some examples of SBA in action in various eCommerce Facebook ad types.

Of course, there are always exceptions to the rule; the trick is to find approaches that work for your specific brand and audience.

2. Use Testimonial and Reminder Copy to Boost Urgency and Trust
Another way to boost the overall performance of your Facebook campaign copy is to take the power of Facebook remarketing and word-of-mouth marketing for awesome results. There are two very effective ways to do this:
Word-of-Mouth Ad Copy: Taking testimonials from satisfied shoppers and incorporating comments into your ad copy can have great results when you target people already in the second stage of the buying process – they know your store and products and have visited your store. This is effective as it gives extra confidence and trust to your brand, which we all know is key to getting new shoppers to convert.
Urgency Reminder Copy: A simple way to create urgency when remarketing traffic that hasn’t bought yet is with reminder ads. This can be in the form of a deal or promotion they already know about that is expiring, or a product they showed interest in (cart abandonment) that there is only x amount of left.
Additionally, incorporating these types of remarketing strategies into your Facebook Messenger campaigns lets you engage directly with these warmer audiences.
3. Take Remarketing to a Whole New Level with a 3-Stage Strategy
Are you segmenting down your remarketing campaigns into buying intent? You should! Why? Because splitting your Facebook remarketing campaigns into three stages can be very effective. It’s not just your awareness and new shopper campaigns that should be divided into cold, warm and hot.
If you want to be effective and push remarketing conversions, then dividing your remarketing audiences into stages is key. I am not talking here about segmentation based on traffic behavior, although that is super important. I am talking about further segmentation that can help you zero in on that previous traffic and turn it into sales.
The idea here is to push traffic down the remarketing funnel, as you would with other strategies. Here’s a breakdown of three levels you could be breaking down your campaigns into.
Stage 1: Awareness Remarketing Campaigns
These are campaigns that you set up to target that traffic that has visited your store only once or twice and still needs engaging, non-hard sell elements to further get to know your brandand build trust. Or it can be remarketing store visitors from an extended period of time ago that are now ‘cold.’
Stage 2: Warm Remarketing Campaigns
The next level is warm remarketing campaigns. Campaigns that are targeting repeat traffic that has clicked through to your site from the previous stage of the campaign. Here you could use promotions (product-specific), dynamic product ads or testimonials to keep their interest.
Stage 3: Hot Remarketing Campaigns
Hot remarketing campaigns will target those potential shoppers who have recently visited your store multiple times and were engaged with the first two stages. From urgency campaigns to cart abandonment remarketing dynamic product ads, the possibilities for making hot traffic convert is high.
And remember, Facebook remarketing plays a huge role in a successful cross-channel PPC strategy. You can learn more about how to integrate Facebook and Google like a pro from this handy guide.
4. Take Advantage of Placement Asset Customization Tool to Stay Relevant
If you want to tweak ad creatives within your campaign to improve CTRs and sales opportunities depending on the channel, then Facebook’s Placement Asset tool is super helpful. Be aware that this tool isn’t available in every country yet, but it’s worth looking out for even if it isn’t.

This tool allows you to use different assets such as video or image for the same ad, depending on the placement of the ad. Let’s say you want to run an ad – for a specific promotion – that is placed on Instagram and Facebook. You could use different visuals for each placement platform for the same ad.
By being able to alter or edit cropping, aspect ratio, video length and headline or text length, you can ensure that your ads are therefore optimized for each placement (which is likely to result in a higher chance of engagement) without needing to create a whole new ad for each.

Currently, you can use this feature for Facebook and Instagram feeds, Instagram Stories and Audience Network native and/or video placement.

5. Use Lifetime Value Lookalikes to Reach Highly Targeted Potential Shoppers
Lifetime Value Lookalikes are a must-use strategy for eCommerce entrepreneurs looking to become Facebook marketing pros. These allow you to create a custom audience of new potential shoppers based on the characteristics, interests and demographics of your store’s current big or frequent spenders. In short, it allows you to find more potential shoppers who match audiences with a good lifetime value.

6. Switch to Lowest-Cost Cap Bidding to Peak Performance

Facebook ad sets are set by default at the lowest cost, ensuring Facebook knows you want to get the lowest cost possible per result. However, if you change this default to lowest-cost bidding, you are able to ensure your maximum budget isn’t exceeded and your profits aren’t compromised while increasing ad distribution. The key to using this hack successfully, though, is knowing your target cost per optimization.

For example:
Let’s say you are running a Facebook remarketing campaign for a t-shirt (that costs $20) from your online clothing store. Additionally, you are using a conversion objective and have a target cost per conversion of $2. You would then set a bid cap of $10 – four times the value of your target acquisition cost, and a daily budget five times that of your bid cap – $50 per day with the aim to get 50 conversions in a week.
7. Recycle Your Best Performers
If you have campaigns that you retired or abandoned in the past, it may be time for them to make a comeback. If at one stage they were winners, that is. Perhaps you have a promotion ad that worked fantastically; you could rerun the promotion or edit it slightly to match a new sale you’re running and unpause the campaign.
Pro Tip: Want to know how to scale a well-performing Facebook ad the right way? This video from Ben Malol takes you through his expert strategy.

8. Using Facebook’s Split Testing Tool to Find Unicorn Campaigns
We know that the key to successful PPC campaigns lies in testing and optimizing. With the help of Facebook’s split testing tool, you can automatically split test every new campaign to ensure your audience targeting, placement, delivery and creatives are optimized to their full potential. This is super handy as it will ensure that you’re getting the best ROIs possible.

The split testing tool is available for traffic, lead generation, conversion, video views, catalog sales, reach, engagements, messages and brand awareness campaign objectives. With this tool, you are able to create multiple ad sets that you can test against each other to find the top performer.
How does Facebook’s split testing feature work?
It divides your audience into random groups with equal auction opportunities and tests different ads with one variable changed at a time. The ad set with the best cost per result wins. After which you will get a notification with the data, which you can then use to help formulate Facebook ad strategies moving forward.
9. Take Advantage of Facebook’s Test and Learn Tool
Another super handy tool for easily ensuring peak Facebook performance is their Test and Learn tool. Unlike the split testing tool, which enables you to split test variables when creating a campaign, the Test and Learn tool will help you evaluate which of your campaigns are bringing you the most sales for your budget.

Measuring brand and conversion lifts, Facebook’s Test and Learn tool will help you determine which campaigns have the lowest cost conversion, the impact of all your Facebook ads, the impact of each campaign on your store brand, and campaign budget evaluation – showing you opportunities to improve budgeting to improve performance.
Conclusion
There you have it, hacks and tips to help you with improving Facebook ad performance and building a solid eCommerce Facebook marketing strategy. To help sum up everything we have covered in this guide, here is a checklist of things to help you improve Facebook ad campaign performance:

Ensure you’re using the right ad types for eCommerce
Check that you have set the right objective
Ask yourself whether you’re targeting the right audience
Are your budget parameters serving you?
Review your placements and remove those bringing down your result averages
How relevant is your ad creative and text to your objective and audience?
Do you have a snap, benefit and CTA?

And finally, it is worth mentioning that if you’re getting the reach and clicks but not the conversions, there is a big chance the landing page you are sending them to either isn’t optimized or displays messaging irrelevant to the ad. If you want to check (for free) how well your store is doing on this front in relation to 7- and 8-figure stores in your niche, click here.

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By Erik HorneThe 2019 ESPYS will have some Oklahoma flavor.Oklahoma City Thunder star Paul George, Atlanta Hawks guard Trae Young and Arizona Cardinals quarterback Kyler Murray have each been nominated for awards to be revealed at The ESPYS, which will air July 10 on ABC. George is joined by Milwaukee’s Giannis Antetokounmpo, Houston’s James Harden and Golden State’s Kevin Durant as a nominee for “Best NBA Player.Read more on NewsOK.com

WASHINGTON (AP) — Democratic lawmakers demanded clarity Wednesday about the Trump administration's position on the use of military force as they sought answers on how the White House plans to address rising tensions with Iran.

The lawmakers specifically pointed to what they called tenuous links between Iran and al-Qaida that they fear the administration could use to justify a military attack under an authorization granted by Congress after the Sept.Read more on NewsOK.com

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The Dominican Republic's lead prosecutor said Wednesday that former Red Sox slugger David Ortiz was not the target of a shooting in a nightclub in his hometown.
Attorney General Jean Alain Rodríguez told reporters the target was another man, dressed similarly to Ortiz, who was seated with the retired baseball star on the night of the June 9 shooting in Santo Domingo.
Rodríguez said the shooting was orchestrated by a member of Mexico's Gulf Cartel, who remains on the run.Read more on NewsOK.com

NEW YORK (AP) — A songwriting team sued country singer Carrie Underwood, the NFL and NBC Wednesday, saying they stole a song and "slightly modified" it to introduce "Sunday Night Football" to viewers last season.

The lawsuit in Manhattan federal court noted that Underwood's "Game On" even carried the same title as the song singer Heidi Merrill of Newport Beach, California, put on an internet music video two years ago.

The lawsuit sought unspecified damages, saying the copyright was violated on the song that had been pitched to Underwood's representatives in 2017.

The NFL and NBCUniversal Media LLC declined comment.Read more on NewsOK.com

The social media landscape continues to adapt to the world around us, with businesses needing to keep up or risk becoming redundant.
As the biggest mover and shaker on the social scene, Instagram is certainly not immune to these shifts, many of which can seem hard to predict and almost impossible to master.
In an effort to stay on top of the game, Instagram is constantly tweaking and refining how they measure and display your content.
The Instagram algorithm is far from opaque, with the platform’s ranking and filing code shrouded in layers of mystery.
While system-wide changes always have an intention, even the smallest adjustments can affect your reach and impact your bottom line.
The basic struggle between fresh and relevant content remains, but the situation has been made a little more complex thanks to the addition of “relationships” as a critical ranking signal.
Let’s take a look at the state of the Instagram algorithm in 2019 and see what you can do to stand out from the crowd.
A little history for context
Now owned by Facebook, Instagram burst into life in 2010 as a small and exclusive iOS service.
While the same basic system has been in place from the outset, many changes have been made along the way.
The original only-square aspect ratio was relaxed in 2015, messaging features and “Stories” were added, and the reverse-chronological order that originally defined the platform was eliminated in 2016.
This was a critical update, with Instagram showing some of their cards by prioritising what users cared about over the latest posts.
Based almost solely on images and video content, Instagram has relied heavily on its algorithm since then to organise and rank its huge and ever-growing masses of content.
This key change highlights the ongoing battle for social media platforms, with people wanting the perfect balance between fresh novel content and relevant personal content.
A delicate balancing act
Recent complaints by Instagram users, and subsequent changes by the platform in 2018, are proof of this delicate balancing act. Among other things, people were annoyed at being automatically bounced to the top of their feed and were also frustrated by seeing the same posts for days on end.
Changes were also made to make it easier for users to see things of interest, with the platform giving a higher ranking to specific posts based on a prediction of relevancy.
Despite their onwards and upwards success, Instagram and other social media platforms have been struggling to make sense of the world over the last few years.
Much of this confusion relates to the tension between what is “new” and what “matters”, with the “interaction” between people valued more and more as a relationship signal.
Just like the changes made by Facebook in 2018, “relationships” have become the critical third factor that attempts to break the deadlock between novelty and value.
In many ways, Instagram and other social media platforms are getting back to where they began, by focusing on the connections that exist between people and the content they engage with every day.
While it’s still crucial for businesses to post new content that’s relevant and adds value, it’s equally important to think about relationships by posting interactive content and creating networks among people that grow and evolve over time.

Where we’re at in 2019
Instagram has continued to grow beyond the wildest imaginations of its two founders. While the struggle at the outset is the same basic struggle as today, the situation has become more complex as the user base continues to grow and become more self-aware.
While businesses often complain about continual updates and changes, efforts by businesses to hack or outsmart the algorithm are what’s responsible for many of the changes in the first place.
In 2019, Instagram has initiated measures to support vulnerable people who use the platform, introduced Instagram Checkout, and put more focus on “Stories” and other features that support relationships. @shop was also started to support small businesses and solo creators, and a newly designed navigation bar was added to “Explore” to aid the discovery process.
In terms of the algorithm itself, perhaps the last word should be left to Instagram, in this telling post from the end of January, 2019:
What shows up first in your feed is determined by what posts and accounts you engage with the most, as well as other contributing factors such as the timeliness of posts, how often you use Instagram, how many people you follow, etc.
– Instagram on Twitter
As things stand in 2019, Instagram continues to use a number of individual ranking signals in its eternal quest to find the perfect balance between novelty, relevance, and relationships. While the actual Instagram algorithm will never be known by the general public, these three abstract signals provide both an insightful summary and a practical system for businesses who want to get ahead of the curve.
1. Novelty
People have and always will love what is fresh, new, and different from yesterday. Instagram knows this more than anyone else, with their currency of images and videos going stale much faster than the text content that defines other platforms.
As a business in 2019, you need to be aware of “recency” by posting more often than the competition. Frequency is not the only factor, however. You also need to engage your market by posting content while your audience is online. Frequency of use is essential, so you need to give your audience a reason to open the app and engage with your brand.
2. Relevance
People have and always will love what they know, care about, and are interested in. As mentioned, “relevance” can be seen as a counter-point to “recency”, with businesses needing to create valuable content that means something more than being new.
Instagram measures interest by predicting what’s relevant to users based on their past behaviour. While basically the same as how Facebook and YouTube filter content, Instagram also use image recognition software in an effort to guess whether or not your audience will appreciate your posts.
3. Relationships
People have and always will love their friends, family, and relationships. As the most recent, but also the oldest, ranking signal in Instagram’s toolbox, relationships should be front and centre of your social media efforts in 2019.
While Instagram has always been about relationships, the connections that exist between people and people, and people and content, are now valued more acutely and codified more clearly.
The Instagram algorithm prioritises content from accounts that interact with each other. Whether it’s a comment, a notification, or a DM, there is a new focus on friends and family along with novelty and relevance.
While this might seem like bad news for a commercial organisation, as long as you treat your customers and stakeholders like friends and family, you should be more than fine. Instagram wants you to care about your audience by transforming them into a community.

Practical tips in 2019
Frequency and value and not mutually exclusive – You don’t need to post often, you need to post something valuable as often as you can.
Be aware of international timelines – If an Instagram post drops in the middle of the night and no-one sees it, does it really exist?
Improve the quality of your photos – On Instagram, the pretty pictures are the content. Improving image quality is one of the easiest ways to add value.
Don’t forget about Stories – Stories are popular, so why not use them. According to Techcrunch, Instagram Stories now have over 500 million users a day.
Do more with videos and live streaming – While images are great, moving images are better, and live moving images are better still. Even if your Instagram account is primarily based on images, the odd video can add depth to your feed.
Post like a person – Even if you’re a multinational business, you’re probably made up of real flesh and blood human beings. People like people. Post like a person, be personable, and create a community.
Be pro-active and get ahead – While you don’t want to be too pushy, you can create much more interactive conversations by encouraging people to turn on notifications.
Understanding the delicate three-way relationship that defines the Instagram algorithm is absolutely crucial for your success.
In an ideal world, every post and interaction you have on the platform should keep these three factors in mind.
All of these things should work together, so if it feels like something is missing, pause and try again.
Regardless of your business, Instagram marketing should always be based on novel and valuable content – images, videos, and stories that create conversation and build communities around your brand.

Tagged under:

The social media landscape continues to adapt to the world around us, with businesses needing to keep up or risk becoming redundant.
As the biggest mover and shaker on the social scene, Instagram is certainly not immune to these shifts, many of which can seem hard to predict and almost impossible to master.
In an effort to stay on top of the game, Instagram is constantly tweaking and refining how they measure and display your content.
The Instagram algorithm is far from opaque, with the platform’s ranking and filing code shrouded in layers of mystery.
While system-wide changes always have an intention, even the smallest adjustments can affect your reach and impact your bottom line.
The basic struggle between fresh and relevant content remains, but the situation has been made a little more complex thanks to the addition of “relationships” as a critical ranking signal.
Let’s take a look at the state of the Instagram algorithm in 2019 and see what you can do to stand out from the crowd.
A little history for context
Now owned by Facebook, Instagram burst into life in 2010 as a small and exclusive iOS service.
While the same basic system has been in place from the outset, many changes have been made along the way.
The original only-square aspect ratio was relaxed in 2015, messaging features and “Stories” were added, and the reverse-chronological order that originally defined the platform was eliminated in 2016.
This was a critical update, with Instagram showing some of their cards by prioritising what users cared about over the latest posts.
Based almost solely on images and video content, Instagram has relied heavily on its algorithm since then to organise and rank its huge and ever-growing masses of content.
This key change highlights the ongoing battle for social media platforms, with people wanting the perfect balance between fresh novel content and relevant personal content.
A delicate balancing act
Recent complaints by Instagram users, and subsequent changes by the platform in 2018, are proof of this delicate balancing act. Among other things, people were annoyed at being automatically bounced to the top of their feed and were also frustrated by seeing the same posts for days on end.
Changes were also made to make it easier for users to see things of interest, with the platform giving a higher ranking to specific posts based on a prediction of relevancy.
Despite their onwards and upwards success, Instagram and other social media platforms have been struggling to make sense of the world over the last few years.
Much of this confusion relates to the tension between what is “new” and what “matters”, with the “interaction” between people valued more and more as a relationship signal.
Just like the changes made by Facebook in 2018, “relationships” have become the critical third factor that attempts to break the deadlock between novelty and value.
In many ways, Instagram and other social media platforms are getting back to where they began, by focusing on the connections that exist between people and the content they engage with every day.
While it’s still crucial for businesses to post new content that’s relevant and adds value, it’s equally important to think about relationships by posting interactive content and creating networks among people that grow and evolve over time.

Where we’re at in 2019
Instagram has continued to grow beyond the wildest imaginations of its two founders. While the struggle at the outset is the same basic struggle as today, the situation has become more complex as the user base continues to grow and become more self-aware.
While businesses often complain about continual updates and changes, efforts by businesses to hack or outsmart the algorithm are what’s responsible for many of the changes in the first place.
In 2019, Instagram has initiated measures to support vulnerable people who use the platform, introduced Instagram Checkout, and put more focus on “Stories” and other features that support relationships. @shop was also started to support small businesses and solo creators, and a newly designed navigation bar was added to “Explore” to aid the discovery process.
In terms of the algorithm itself, perhaps the last word should be left to Instagram, in this telling post from the end of January, 2019:
What shows up first in your feed is determined by what posts and accounts you engage with the most, as well as other contributing factors such as the timeliness of posts, how often you use Instagram, how many people you follow, etc.
– Instagram on Twitter
As things stand in 2019, Instagram continues to use a number of individual ranking signals in its eternal quest to find the perfect balance between novelty, relevance, and relationships. While the actual Instagram algorithm will never be known by the general public, these three abstract signals provide both an insightful summary and a practical system for businesses who want to get ahead of the curve.
1. Novelty
People have and always will love what is fresh, new, and different from yesterday. Instagram knows this more than anyone else, with their currency of images and videos going stale much faster than the text content that defines other platforms.
As a business in 2019, you need to be aware of “recency” by posting more often than the competition. Frequency is not the only factor, however. You also need to engage your market by posting content while your audience is online. Frequency of use is essential, so you need to give your audience a reason to open the app and engage with your brand.
2. Relevance
People have and always will love what they know, care about, and are interested in. As mentioned, “relevance” can be seen as a counter-point to “recency”, with businesses needing to create valuable content that means something more than being new.
Instagram measures interest by predicting what’s relevant to users based on their past behaviour. While basically the same as how Facebook and YouTube filter content, Instagram also use image recognition software in an effort to guess whether or not your audience will appreciate your posts.
3. Relationships
People have and always will love their friends, family, and relationships. As the most recent, but also the oldest, ranking signal in Instagram’s toolbox, relationships should be front and centre of your social media efforts in 2019.
While Instagram has always been about relationships, the connections that exist between people and people, and people and content, are now valued more acutely and codified more clearly.
The Instagram algorithm prioritises content from accounts that interact with each other. Whether it’s a comment, a notification, or a DM, there is a new focus on friends and family along with novelty and relevance.
While this might seem like bad news for a commercial organisation, as long as you treat your customers and stakeholders like friends and family, you should be more than fine. Instagram wants you to care about your audience by transforming them into a community.

Practical tips in 2019
Frequency and value and not mutually exclusive – You don’t need to post often, you need to post something valuable as often as you can.
Be aware of international timelines – If an Instagram post drops in the middle of the night and no-one sees it, does it really exist?
Improve the quality of your photos – On Instagram, the pretty pictures are the content. Improving image quality is one of the easiest ways to add value.
Don’t forget about Stories – Stories are popular, so why not use them. According to Techcrunch, Instagram Stories now have over 500 million users a day.
Do more with videos and live streaming – While images are great, moving images are better, and live moving images are better still. Even if your Instagram account is primarily based on images, the odd video can add depth to your feed.
Post like a person – Even if you’re a multinational business, you’re probably made up of real flesh and blood human beings. People like people. Post like a person, be personable, and create a community.
Be pro-active and get ahead – While you don’t want to be too pushy, you can create much more interactive conversations by encouraging people to turn on notifications.
Understanding the delicate three-way relationship that defines the Instagram algorithm is absolutely crucial for your success.
In an ideal world, every post and interaction you have on the platform should keep these three factors in mind.
All of these things should work together, so if it feels like something is missing, pause and try again.
Regardless of your business, Instagram marketing should always be based on novel and valuable content – images, videos, and stories that create conversation and build communities around your brand.

Tagged under:

The social media landscape continues to adapt to the world around us, with businesses needing to keep up or risk becoming redundant.
As the biggest mover and shaker on the social scene, Instagram is certainly not immune to these shifts, many of which can seem hard to predict and almost impossible to master.
In an effort to stay on top of the game, Instagram is constantly tweaking and refining how they measure and display your content.
The Instagram algorithm is far from opaque, with the platform’s ranking and filing code shrouded in layers of mystery.
While system-wide changes always have an intention, even the smallest adjustments can affect your reach and impact your bottom line.
The basic struggle between fresh and relevant content remains, but the situation has been made a little more complex thanks to the addition of “relationships” as a critical ranking signal.
Let’s take a look at the state of the Instagram algorithm in 2019 and see what you can do to stand out from the crowd.
A little history for context
Now owned by Facebook, Instagram burst into life in 2010 as a small and exclusive iOS service.
While the same basic system has been in place from the outset, many changes have been made along the way.
The original only-square aspect ratio was relaxed in 2015, messaging features and “Stories” were added, and the reverse-chronological order that originally defined the platform was eliminated in 2016.
This was a critical update, with Instagram showing some of their cards by prioritising what users cared about over the latest posts.
Based almost solely on images and video content, Instagram has relied heavily on its algorithm since then to organise and rank its huge and ever-growing masses of content.
This key change highlights the ongoing battle for social media platforms, with people wanting the perfect balance between fresh novel content and relevant personal content.
A delicate balancing act
Recent complaints by Instagram users, and subsequent changes by the platform in 2018, are proof of this delicate balancing act. Among other things, people were annoyed at being automatically bounced to the top of their feed and were also frustrated by seeing the same posts for days on end.
Changes were also made to make it easier for users to see things of interest, with the platform giving a higher ranking to specific posts based on a prediction of relevancy.
Despite their onwards and upwards success, Instagram and other social media platforms have been struggling to make sense of the world over the last few years.
Much of this confusion relates to the tension between what is “new” and what “matters”, with the “interaction” between people valued more and more as a relationship signal.
Just like the changes made by Facebook in 2018, “relationships” have become the critical third factor that attempts to break the deadlock between novelty and value.
In many ways, Instagram and other social media platforms are getting back to where they began, by focusing on the connections that exist between people and the content they engage with every day.
While it’s still crucial for businesses to post new content that’s relevant and adds value, it’s equally important to think about relationships by posting interactive content and creating networks among people that grow and evolve over time.

Where we’re at in 2019
Instagram has continued to grow beyond the wildest imaginations of its two founders. While the struggle at the outset is the same basic struggle as today, the situation has become more complex as the user base continues to grow and become more self-aware.
While businesses often complain about continual updates and changes, efforts by businesses to hack or outsmart the algorithm are what’s responsible for many of the changes in the first place.
In 2019, Instagram has initiated measures to support vulnerable people who use the platform, introduced Instagram Checkout, and put more focus on “Stories” and other features that support relationships. @shop was also started to support small businesses and solo creators, and a newly designed navigation bar was added to “Explore” to aid the discovery process.
In terms of the algorithm itself, perhaps the last word should be left to Instagram, in this telling post from the end of January, 2019:
What shows up first in your feed is determined by what posts and accounts you engage with the most, as well as other contributing factors such as the timeliness of posts, how often you use Instagram, how many people you follow, etc.
– Instagram on Twitter
As things stand in 2019, Instagram continues to use a number of individual ranking signals in its eternal quest to find the perfect balance between novelty, relevance, and relationships. While the actual Instagram algorithm will never be known by the general public, these three abstract signals provide both an insightful summary and a practical system for businesses who want to get ahead of the curve.
1. Novelty
People have and always will love what is fresh, new, and different from yesterday. Instagram knows this more than anyone else, with their currency of images and videos going stale much faster than the text content that defines other platforms.
As a business in 2019, you need to be aware of “recency” by posting more often than the competition. Frequency is not the only factor, however. You also need to engage your market by posting content while your audience is online. Frequency of use is essential, so you need to give your audience a reason to open the app and engage with your brand.
2. Relevance
People have and always will love what they know, care about, and are interested in. As mentioned, “relevance” can be seen as a counter-point to “recency”, with businesses needing to create valuable content that means something more than being new.
Instagram measures interest by predicting what’s relevant to users based on their past behaviour. While basically the same as how Facebook and YouTube filter content, Instagram also use image recognition software in an effort to guess whether or not your audience will appreciate your posts.
3. Relationships
People have and always will love their friends, family, and relationships. As the most recent, but also the oldest, ranking signal in Instagram’s toolbox, relationships should be front and centre of your social media efforts in 2019.
While Instagram has always been about relationships, the connections that exist between people and people, and people and content, are now valued more acutely and codified more clearly.
The Instagram algorithm prioritises content from accounts that interact with each other. Whether it’s a comment, a notification, or a DM, there is a new focus on friends and family along with novelty and relevance.
While this might seem like bad news for a commercial organisation, as long as you treat your customers and stakeholders like friends and family, you should be more than fine. Instagram wants you to care about your audience by transforming them into a community.

Practical tips in 2019
Frequency and value and not mutually exclusive – You don’t need to post often, you need to post something valuable as often as you can.
Be aware of international timelines – If an Instagram post drops in the middle of the night and no-one sees it, does it really exist?
Improve the quality of your photos – On Instagram, the pretty pictures are the content. Improving image quality is one of the easiest ways to add value.
Don’t forget about Stories – Stories are popular, so why not use them. According to Techcrunch, Instagram Stories now have over 500 million users a day.
Do more with videos and live streaming – While images are great, moving images are better, and live moving images are better still. Even if your Instagram account is primarily based on images, the odd video can add depth to your feed.
Post like a person – Even if you’re a multinational business, you’re probably made up of real flesh and blood human beings. People like people. Post like a person, be personable, and create a community.
Be pro-active and get ahead – While you don’t want to be too pushy, you can create much more interactive conversations by encouraging people to turn on notifications.
Understanding the delicate three-way relationship that defines the Instagram algorithm is absolutely crucial for your success.
In an ideal world, every post and interaction you have on the platform should keep these three factors in mind.
All of these things should work together, so if it feels like something is missing, pause and try again.
Regardless of your business, Instagram marketing should always be based on novel and valuable content – images, videos, and stories that create conversation and build communities around your brand.

Tagged under:

The social media landscape continues to adapt to the world around us, with businesses needing to keep up or risk becoming redundant.
As the biggest mover and shaker on the social scene, Instagram is certainly not immune to these shifts, many of which can seem hard to predict and almost impossible to master.
In an effort to stay on top of the game, Instagram is constantly tweaking and refining how they measure and display your content.
The Instagram algorithm is far from opaque, with the platform’s ranking and filing code shrouded in layers of mystery.
While system-wide changes always have an intention, even the smallest adjustments can affect your reach and impact your bottom line.
The basic struggle between fresh and relevant content remains, but the situation has been made a little more complex thanks to the addition of “relationships” as a critical ranking signal.
Let’s take a look at the state of the Instagram algorithm in 2019 and see what you can do to stand out from the crowd.
A little history for context
Now owned by Facebook, Instagram burst into life in 2010 as a small and exclusive iOS service.
While the same basic system has been in place from the outset, many changes have been made along the way.
The original only-square aspect ratio was relaxed in 2015, messaging features and “Stories” were added, and the reverse-chronological order that originally defined the platform was eliminated in 2016.
This was a critical update, with Instagram showing some of their cards by prioritising what users cared about over the latest posts.
Based almost solely on images and video content, Instagram has relied heavily on its algorithm since then to organise and rank its huge and ever-growing masses of content.
This key change highlights the ongoing battle for social media platforms, with people wanting the perfect balance between fresh novel content and relevant personal content.
A delicate balancing act
Recent complaints by Instagram users, and subsequent changes by the platform in 2018, are proof of this delicate balancing act. Among other things, people were annoyed at being automatically bounced to the top of their feed and were also frustrated by seeing the same posts for days on end.
Changes were also made to make it easier for users to see things of interest, with the platform giving a higher ranking to specific posts based on a prediction of relevancy.
Despite their onwards and upwards success, Instagram and other social media platforms have been struggling to make sense of the world over the last few years.
Much of this confusion relates to the tension between what is “new” and what “matters”, with the “interaction” between people valued more and more as a relationship signal.
Just like the changes made by Facebook in 2018, “relationships” have become the critical third factor that attempts to break the deadlock between novelty and value.
In many ways, Instagram and other social media platforms are getting back to where they began, by focusing on the connections that exist between people and the content they engage with every day.
While it’s still crucial for businesses to post new content that’s relevant and adds value, it’s equally important to think about relationships by posting interactive content and creating networks among people that grow and evolve over time.

Where we’re at in 2019
Instagram has continued to grow beyond the wildest imaginations of its two founders. While the struggle at the outset is the same basic struggle as today, the situation has become more complex as the user base continues to grow and become more self-aware.
While businesses often complain about continual updates and changes, efforts by businesses to hack or outsmart the algorithm are what’s responsible for many of the changes in the first place.
In 2019, Instagram has initiated measures to support vulnerable people who use the platform, introduced Instagram Checkout, and put more focus on “Stories” and other features that support relationships. @shop was also started to support small businesses and solo creators, and a newly designed navigation bar was added to “Explore” to aid the discovery process.
In terms of the algorithm itself, perhaps the last word should be left to Instagram, in this telling post from the end of January, 2019:
What shows up first in your feed is determined by what posts and accounts you engage with the most, as well as other contributing factors such as the timeliness of posts, how often you use Instagram, how many people you follow, etc.
– Instagram on Twitter
As things stand in 2019, Instagram continues to use a number of individual ranking signals in its eternal quest to find the perfect balance between novelty, relevance, and relationships. While the actual Instagram algorithm will never be known by the general public, these three abstract signals provide both an insightful summary and a practical system for businesses who want to get ahead of the curve.
1. Novelty
People have and always will love what is fresh, new, and different from yesterday. Instagram knows this more than anyone else, with their currency of images and videos going stale much faster than the text content that defines other platforms.
As a business in 2019, you need to be aware of “recency” by posting more often than the competition. Frequency is not the only factor, however. You also need to engage your market by posting content while your audience is online. Frequency of use is essential, so you need to give your audience a reason to open the app and engage with your brand.
2. Relevance
People have and always will love what they know, care about, and are interested in. As mentioned, “relevance” can be seen as a counter-point to “recency”, with businesses needing to create valuable content that means something more than being new.
Instagram measures interest by predicting what’s relevant to users based on their past behaviour. While basically the same as how Facebook and YouTube filter content, Instagram also use image recognition software in an effort to guess whether or not your audience will appreciate your posts.
3. Relationships
People have and always will love their friends, family, and relationships. As the most recent, but also the oldest, ranking signal in Instagram’s toolbox, relationships should be front and centre of your social media efforts in 2019.
While Instagram has always been about relationships, the connections that exist between people and people, and people and content, are now valued more acutely and codified more clearly.
The Instagram algorithm prioritises content from accounts that interact with each other. Whether it’s a comment, a notification, or a DM, there is a new focus on friends and family along with novelty and relevance.
While this might seem like bad news for a commercial organisation, as long as you treat your customers and stakeholders like friends and family, you should be more than fine. Instagram wants you to care about your audience by transforming them into a community.

Practical tips in 2019
Frequency and value and not mutually exclusive – You don’t need to post often, you need to post something valuable as often as you can.
Be aware of international timelines – If an Instagram post drops in the middle of the night and no-one sees it, does it really exist?
Improve the quality of your photos – On Instagram, the pretty pictures are the content. Improving image quality is one of the easiest ways to add value.
Don’t forget about Stories – Stories are popular, so why not use them. According to Techcrunch, Instagram Stories now have over 500 million users a day.
Do more with videos and live streaming – While images are great, moving images are better, and live moving images are better still. Even if your Instagram account is primarily based on images, the odd video can add depth to your feed.
Post like a person – Even if you’re a multinational business, you’re probably made up of real flesh and blood human beings. People like people. Post like a person, be personable, and create a community.
Be pro-active and get ahead – While you don’t want to be too pushy, you can create much more interactive conversations by encouraging people to turn on notifications.
Understanding the delicate three-way relationship that defines the Instagram algorithm is absolutely crucial for your success.
In an ideal world, every post and interaction you have on the platform should keep these three factors in mind.
All of these things should work together, so if it feels like something is missing, pause and try again.
Regardless of your business, Instagram marketing should always be based on novel and valuable content – images, videos, and stories that create conversation and build communities around your brand.

Tagged under:

The social media landscape continues to adapt to the world around us, with businesses needing to keep up or risk becoming redundant.
As the biggest mover and shaker on the social scene, Instagram is certainly not immune to these shifts, many of which can seem hard to predict and almost impossible to master.
In an effort to stay on top of the game, Instagram is constantly tweaking and refining how they measure and display your content.
The Instagram algorithm is far from opaque, with the platform’s ranking and filing code shrouded in layers of mystery.
While system-wide changes always have an intention, even the smallest adjustments can affect your reach and impact your bottom line.
The basic struggle between fresh and relevant content remains, but the situation has been made a little more complex thanks to the addition of “relationships” as a critical ranking signal.
Let’s take a look at the state of the Instagram algorithm in 2019 and see what you can do to stand out from the crowd.
A little history for context
Now owned by Facebook, Instagram burst into life in 2010 as a small and exclusive iOS service.
While the same basic system has been in place from the outset, many changes have been made along the way.
The original only-square aspect ratio was relaxed in 2015, messaging features and “Stories” were added, and the reverse-chronological order that originally defined the platform was eliminated in 2016.
This was a critical update, with Instagram showing some of their cards by prioritising what users cared about over the latest posts.
Based almost solely on images and video content, Instagram has relied heavily on its algorithm since then to organise and rank its huge and ever-growing masses of content.
This key change highlights the ongoing battle for social media platforms, with people wanting the perfect balance between fresh novel content and relevant personal content.
A delicate balancing act
Recent complaints by Instagram users, and subsequent changes by the platform in 2018, are proof of this delicate balancing act. Among other things, people were annoyed at being automatically bounced to the top of their feed and were also frustrated by seeing the same posts for days on end.
Changes were also made to make it easier for users to see things of interest, with the platform giving a higher ranking to specific posts based on a prediction of relevancy.
Despite their onwards and upwards success, Instagram and other social media platforms have been struggling to make sense of the world over the last few years.
Much of this confusion relates to the tension between what is “new” and what “matters”, with the “interaction” between people valued more and more as a relationship signal.
Just like the changes made by Facebook in 2018, “relationships” have become the critical third factor that attempts to break the deadlock between novelty and value.
In many ways, Instagram and other social media platforms are getting back to where they began, by focusing on the connections that exist between people and the content they engage with every day.
While it’s still crucial for businesses to post new content that’s relevant and adds value, it’s equally important to think about relationships by posting interactive content and creating networks among people that grow and evolve over time.

Where we’re at in 2019
Instagram has continued to grow beyond the wildest imaginations of its two founders. While the struggle at the outset is the same basic struggle as today, the situation has become more complex as the user base continues to grow and become more self-aware.
While businesses often complain about continual updates and changes, efforts by businesses to hack or outsmart the algorithm are what’s responsible for many of the changes in the first place.
In 2019, Instagram has initiated measures to support vulnerable people who use the platform, introduced Instagram Checkout, and put more focus on “Stories” and other features that support relationships. @shop was also started to support small businesses and solo creators, and a newly designed navigation bar was added to “Explore” to aid the discovery process.
In terms of the algorithm itself, perhaps the last word should be left to Instagram, in this telling post from the end of January, 2019:
What shows up first in your feed is determined by what posts and accounts you engage with the most, as well as other contributing factors such as the timeliness of posts, how often you use Instagram, how many people you follow, etc.
– Instagram on Twitter
As things stand in 2019, Instagram continues to use a number of individual ranking signals in its eternal quest to find the perfect balance between novelty, relevance, and relationships. While the actual Instagram algorithm will never be known by the general public, these three abstract signals provide both an insightful summary and a practical system for businesses who want to get ahead of the curve.
1. Novelty
People have and always will love what is fresh, new, and different from yesterday. Instagram knows this more than anyone else, with their currency of images and videos going stale much faster than the text content that defines other platforms.
As a business in 2019, you need to be aware of “recency” by posting more often than the competition. Frequency is not the only factor, however. You also need to engage your market by posting content while your audience is online. Frequency of use is essential, so you need to give your audience a reason to open the app and engage with your brand.
2. Relevance
People have and always will love what they know, care about, and are interested in. As mentioned, “relevance” can be seen as a counter-point to “recency”, with businesses needing to create valuable content that means something more than being new.
Instagram measures interest by predicting what’s relevant to users based on their past behaviour. While basically the same as how Facebook and YouTube filter content, Instagram also use image recognition software in an effort to guess whether or not your audience will appreciate your posts.
3. Relationships
People have and always will love their friends, family, and relationships. As the most recent, but also the oldest, ranking signal in Instagram’s toolbox, relationships should be front and centre of your social media efforts in 2019.
While Instagram has always been about relationships, the connections that exist between people and people, and people and content, are now valued more acutely and codified more clearly.
The Instagram algorithm prioritises content from accounts that interact with each other. Whether it’s a comment, a notification, or a DM, there is a new focus on friends and family along with novelty and relevance.
While this might seem like bad news for a commercial organisation, as long as you treat your customers and stakeholders like friends and family, you should be more than fine. Instagram wants you to care about your audience by transforming them into a community.

Practical tips in 2019
Frequency and value and not mutually exclusive – You don’t need to post often, you need to post something valuable as often as you can.
Be aware of international timelines – If an Instagram post drops in the middle of the night and no-one sees it, does it really exist?
Improve the quality of your photos – On Instagram, the pretty pictures are the content. Improving image quality is one of the easiest ways to add value.
Don’t forget about Stories – Stories are popular, so why not use them. According to Techcrunch, Instagram Stories now have over 500 million users a day.
Do more with videos and live streaming – While images are great, moving images are better, and live moving images are better still. Even if your Instagram account is primarily based on images, the odd video can add depth to your feed.
Post like a person – Even if you’re a multinational business, you’re probably made up of real flesh and blood human beings. People like people. Post like a person, be personable, and create a community.
Be pro-active and get ahead – While you don’t want to be too pushy, you can create much more interactive conversations by encouraging people to turn on notifications.
Understanding the delicate three-way relationship that defines the Instagram algorithm is absolutely crucial for your success.
In an ideal world, every post and interaction you have on the platform should keep these three factors in mind.
All of these things should work together, so if it feels like something is missing, pause and try again.
Regardless of your business, Instagram marketing should always be based on novel and valuable content – images, videos, and stories that create conversation and build communities around your brand.

Tagged under:
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