Instagram keeps borrowing Facebook's Cliffs Notes.
Businesses, get ready for some new IG marketing goodness c/o Instagram and Dash Hudson.
If you run marketing at a smart brand (like some of our customers), you've been focusing your resources on Instagram. And until we came along, it was pretty tricky (read: impossible) to get a grasp on the ROI of your owned and earned efforts. With paid just beginning to roll out more widely on Instagram, lots has been happening.
- Fall 2015: Instagram opens up their API to all advertisers.
- March 2016: Instagram announces the imminent imposition of a new algorithm [insert pandemonium]. Don't worry, nothing to lose sleep over.
- May 2016: Instagram launches a redesigned logo and more minimalistic profiles.
- May 2016: Instagram announces the launch of new business profiles and an arsenal of shiny new analytics tools to go along with them.
Times, they are a changin'.
What does this mean for your brand?
Up, Up, and Away!
Think of how your Facebook page has all of your biz info. On Insta's new profiles, users will be able to get some key functions and audience statistics thanks to new additions. These features seem tailor-made for the small businesses that make up so much of the Facebook ad spend:
1. A Contact Button
No more displaying to the world a direct email address! Or in most cases, finally a way to redirect customers to a touch point.
2. An Active Link Location for a Geo-Tag
This is about to revolutionize the countless wasted hours people spend trying to figure out where a business is located.
Some people prefer not to be put in a box, but let's face it: categorizing your business is the most efficient way to let users know exactly which sphere you operate in.
The introduction of these new elements can become a huge asset for companies, especially small businesses that are trying to gain brand equity on the platform. If your Instagram profile houses both a beautiful gallery AND the scoop on your entity,
the sky's the limit there is no limit.
These fresh out the oven business profiles will also come with some long-awaited audience information and analytics. This is sure to open a whole new world of possibilities when used in tandem with Dash Hudson's deep content performance and organic marketing solutions. Consider it a dream staging kit for attaining a new level of success.
Straight from the horse's mouth:
We’re excited to announce that over the coming weeks and months, we’ll begin rolling out a new suite of tools to help brands better understand the performance of their paid and organic content on Instagram.
With the three main areas of focus for these tools being account insights, ad insights and ad staging, the in-house data appears to be customized to encourage brands to spend on ads.
In addition to providing marketers with this much needed owned content info, they're also rolling out a number of demographic insights like audience location, age, gender, and best time of day to post.
Is There a But?
Of course there's a but, silly rabbit! Instagram's new analytics tools have been a long time coming and their release carries momentus clout in the eyes of marketers.
The smartest ones are employing strategies that blend paid, owned and earned. To be successful at each, brands need to have an understanding of what content performs with the people who care about them most. It's only through a sophisticated understanding of audience dynamics, content performance, and organic ROI that brands can confidently execute on strategies that will ensure success.
We at Dash Hudson are excited to announce that we will be launching DH Post Boost and rolling it out to select customers in the next few months. This will enable our customers to build out paid, owned, and earned strategies, all from the beautiful sanctity of the Dash Hudson platform.
Wanna talk more about this? We're real chatty.