Content

Instagram Announces New Update

Instagram logo“People miss on average 70 percent of their feeds,” Instagram states in a recent blog post announcing its newest update. “That means you often don’t see the posts you might care about the most.”

To try to solve the problem, Instagram will be stepping away from chronological timelines and implementing a change to the order of posts that show up in a user’s newsfeed. The algorithm that dictates the order in which posts appear will be based on the likelihood of a user’s interest, the timeliness of the post and a user’s relationship with the person posting.

Although Instagram assures users, “all the posts will still be there, just in a different order,” this change can negatively affect small businesses’ content by potentially burying it in followers’ timelines. This can result in not only a drop in engagement, but also in customers and sales.

So how can you be sure your content doesn’t get buried? Many company accounts have started asking followers to turn on their notification settings, so users can see their content more easily; however, many followers have only gotten upset with the influx of pages asking for this, causing a negative effect.

According to Business News Daily, businesses will have to stay competitive and target their followers with relevant, high-quality content. Despite the negative possibilities, however, there is a benefit to those companies that stay competitive with targeted content. “All those accounts with purchased followers, low-quality content and the ability to post every 30 minutes will not have an advantage with the new algorithmic feed,” branding and social media consultant Emmelie De La Cruz said. “It is going to separate the fakes with purchased followers and trash content from those with great and truly engaging content.”

Be sure that your posts are coming up toward the top of newsfeeds by buckling down on your strategy before the change happens – post high-quality, targeted, timely and relevant content.

If you have questions about Instagram’s new update and how your business can prepare for the change, email info@lavozmarketing.com.

Video Marketing Rises in Popularity

Video-Marketing1Online content is getting shorter as attention spans decrease. Videos now serve as bite-sized content that keeps viewers interested.

According to an article by The Guardian, video is the best way to engage with consumers and to increase awareness of your brand.

Video will account for 69% of all online consumer traffic by 2017, according to Cisco. YouTube already receives more than 1 billion viewers per month, which is more than any other channel except Facebook. It is becoming a great tool for marketing, as its influence grows and becomes a factor in how consumers view a company. A study showed that seven out of ten people viewed a company more positively after viewing its interesting online content.

Video is an excellent choice for keeping consumers engaged because it holds one’s attention span longer than a still photo. Video content is also a very affordable method for small businesses and start-up businesses, as production costs are decreasing. It’s also increasingly easier to create content using apps, such as Vine and more. This means it could be a smart investment for your company. Nielsen says that 64% of marketers are going to be increasing their video budget and investment. Currently, about half of the market in the UK are using video to connect with their consumers, with this number expecting to increase dramatically.

Here are some tips to using video marketing successfully:

  • Think of your audience. Make your video relevant to them. If it doesn’t make sense to use video for your audience, don’t. Don’t waste time or resources.
  • Do not ignore social media. A large percentage of sharing and viewing happens from mobile phones – maximize that sharing and viewing potential by posting videos to social media.
  • Finally, be creative with the videos you make. Don’t be afraid to step outside of the box and be interesting.

If you have any questions about video marketing, please contact us at info@lavozmarketing.com

The Human Side of Conversion Optimization

Increasing conversion rates is a common goal for retailers as most websites have a conversion rate less than 4%. Here are some helpful insights from WebCongress’ 2015 Digital Media Conference about conversion optimization:

Understand how people work physically and mentally

Who is your audience? What is their attention span? The concept of limited attention span is very important. Attention is like a laser beam; it focuses on a very narrow area. You need to be able to capture attention as quickly as possible to keep them on your website.

Understand how people process information

Visual perception is the ability to interpret the environment by processing information based on our backgrounds.  We can all see the same object, but the mental representation that we have is different for every person. Every visitor that sees your product, service, or content will have a different mental representation. Take that into consideration when you decide to utilize visual content on your website.

Everything is a conversation

Whether you have a complicated or simple product, you need to establish a conversation. How do your visitors think? How do they make decisions? What do they need to know about your product or services? It’s important to build answers to their questions. Conduct research instead of making assumptions about who your visitors are and what they need.

Every web page is a script

Based on the research you have gathered on your audience, you can develop a strong script outline. Map out the thought sequence you want people to have as they visit your web page. After you’ve developed the outline and the order of importance, you can work on the design elements. The purpose of design is to manage the attention and guide people through the key points of the story line. Drive the audience to a call of action.

If you have any questions about conversion optimization, content development or web design, please contact us at info@lavozmarketing.com.