Friday, January 19, 2018

How to Post an Instagram Story


Difficulty Level:

Beginner

Intro:

No one can deny the growing power of Instagram stories in the marketing space. Marketers are increasingly pouring budget and resources into content that disappears after 24 hours. Why? It keeps loyal fans engaged in an authentic, fun, and less formal way while still allowing other people to discover the brand, since stories are public. Instagram stories daily user base is 250 Million and counting and with the addition of the link feature, businesses can now can help drive traffic to their websites.

Maybe you’ve seen other businesses use Instagram stories. Or maybe you’ve shopped products featured in stories yourself. No matter the case, we’ve created a guide to help you get started leveraging Instagram stories for your marketing strategy.

How to post an Instagram story:

  1. To get to story view, swipe right from your feed.
  2. Choose your story. Here, there are two options. You can either take a photo or video in the app or upload a photo from your camera roll.

To take a photo or video, simply press the middle circle button shown by the green arrow.

To upload a video, tap on the square in the bottom right hand corner of the screen shown by the white arrow. From here, you will be able to choose your photo or video and then edit.

  1. Edit your story. Instagram has plenty of features to add details or visual interest to your story. For example, you can add locations, hashtags, stickers and more. These are located in the top right hand corner and are circled in red.


  1. Post your story. When you’re satisfied with your story, upload by tapping “your story” the second button in the bottom left hand corner.                                                         

If you would like to get a better idea by seeing us post a story in action, watch our video here: 



Overall, stories can be a great tool for your business and we hope you try it out. Tag @flashpointcomm in your stories to let us know you found this blog helpful!



Friday, January 12, 2018

Session Duration & Time on page



What’s going on here?
In the digital world, you constantly hear people talking about bounce rates, and how advertisers strive for a low percentage. Metrics such as session duration and time on page can provide additional insight on bounce rate, and act as an indicator for your campaign’s performance. As important as the bounce rate is, it cannot tell the full story of your media buys.

Depending on the platform you are using (Google or Facebook), and the device your audience is seeing the ad on (mobile or desktop), one metric will offer slightly different insights than the other. Each metric has its benefit depending on how one is looking at the data. One metric is better when viewing data based on device category(desktop/mobile/tablet) and the other is better for comparing different traffic sources. Therefore, it is important to look at both, session duration and time on page.



What does it mean?
First, let's understand what bounce rate is. Bounce rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. Meaning if you have 5,000 monthly visits to your website and 2,500 of those visits leave after only visiting one page, you have a 50% bounce rate. Now you might be thinking, is that too high or too low? Good or bad? In order to answer those questions you need to consider other factors such as session duration and time on page.

Time on page is the average amount of time a user spends on that one single page.
Session duration is how long a user spent on your entire site in total [1].

If your audience is viewing ads via Facebook or Instagram, it’s important to look at time on page. Mobile device users want to consume the information they are looking for on one single page. They do not want to click on multiple pages to find their answer or else they tend to bounce out; because of this, mobile users are often counted as a high percentage bounce due to only hitting one page.. In reality, they have already consumed all the information they need.




Why should I care?
Whether you are the client or a digital marketer, it is important to understand the nuance of each metric and the story they tell. Understanding what each metric means will help narrate the performance of the campaign and will allow you to gather valuable insights to keep your customers coming back.

Example:
Below is an example of a Google Analytics report. We compared our Facebook buy to a Google search buy.


At first glance, we see there is an 86% bounce rate compared to a 48% rate. However, if you look at the time on page, Facebook is almost double the duration of Google. This is important because people are spending time and taking actions on the page despite the low session duration, whereas on Google people tend to spend more time on the website overall, rather than on individual pages.. Broken down even further, you can see that your average cost per retained visitor is cheaper for Facebook. This is a prime example of how a bounce rate can be high, but still indicate a successful media buy!







[1] Definition from branded3.com.

Friday, January 5, 2018

How to Schedule a Facebook Post


Difficulty Level:

Beginner

Intro:

Facebook has the benefit of allowing businesses to schedule posts at a chosen date or time through Business Manager as well as finding the best times to schedule these posts. Scheduling in advance is beneficial for getting posts out at a certain time that you have decided on, or when your fans (those who like your page) are most online. It is also beneficial to help businesses plan in advance and make sure they aren’t missing a post.




How to schedule a Facebook post:

  1. Scheduling posts is done through business manager, so make sure that you or your company has an account to do so.
  2. Once in business manager, you will click on the page you want to schedule posts for.
  3. You can either decide to post at a time that you choose or you can post at a time when your fans (those who like your page) are active online. To find out when they are active online, you will go to the top toolbar and click on “Insights”.


  1. Once in the Insights tab, you will go to the left toolbar and click on “Posts.”

This allows you to see which time of the day your fans are most online each day to  schedule accordingly.

  1. Once you know what time you want to schedule your post, click on “Publishing Tools” in the upper toolbar. 

  1.  In Publishing Tools, you will click on “Scheduled Posts” in the left toolbar. This is where you will create your post.
     

  1.  Click on “Create” button on the top right corner. You can then write your post, add photos, videos, etc.



  2.   Once you have created your post, click on “Schedule.” You can choose the time and date for when you want your post to publish. Then click “Schedule.” 


  1. Your post should appear after you schedule it in the list of posts. By clicking on it, you can edit, boost it, remove or edit the schedule as well as delete it.




Conclusion:

Once you get the hang of it, scheduling posts becomes second nature. It really helps you plan in advance and make sure you never miss a post. Happy scheduling!