social media PR Archives - Clairemont Communications

Mastering Insta’s New Algorithm

April 24, 2018January 31, 2023 Cherith AndesBlog, Marketing, Social Media + Influencer EngagementInstagram, Instagram algorithm, instagram marketing, Raleigh PR Agency, Social Media, Social Media Agency, social media PR

In March of 2018, Instagram launched an announcement that uprooted the Instagram community.

For the last two years, Instagram has operated on an engagement-based algorithm, prioritizing posts that received the highest engagement. Instagram posited that this system allowed its users to enjoy content that mattered most to them. (Sound familiar? *cough* Facebook *cough*) However, Insta fans revolted, claiming that the algorithm violated the platform’s real-time dynamic and forced businesses into paid strategies.

The Change

After two years, Instagram took the hint. The revamped algorithm that launched in late March unveiled two major changes.

1. “New Posts” Button

In the past, Instagram utilized an auto-refresh function that interrupted the user’s experience by unexpectedly bumping him or her to the top of the feed. Now, with the New Post button, users have the option to refresh their feeds at will or simply continue scrolling through posts. Notably, this button is still being tested and slowly offered to users. While not earth-shattering, the adjustment eliminated a common thorn in the side of the Insta community.

2. Newer Posts at Top of Feed

Of more import, Instagram will now give priority to “newer posts.” While not a complete return to chronological feeds, the algorithm accounts for the post’s recency, ensuring that your feed isn’t clogged with stale posts from days past. Instead, users have access to current updates with an opportunity to engage in a more real-time dynamic.

What Does This Mean for Businesses?

Pay attention to when your audience is online and active. It matters again! For business accounts, this data is readily available within Instagram’s Insights function. (Incidentally, it also provides additional demographic data to inform target marketing.) By no means disregard the types of content that have garnered strong engagement in the past. Simply include timing into your equation to maximize efficacy.

Best Times to Post

As a bonus tip, research from Sprout Social pinpointed these as the best times to post on Instagram:

Wednesday: 3 p.m.
Thursday: 5 a.m., 11 a.m., 3 p.m. and 4 p.m.
Friday: 5 a.m.
“Safe times” to post are 9 a.m. – 6 p.m. on Tuesday – Friday, with Sunday securing the least engagement.

Keep an eye on analytics and a heart for genuine, meaningful content to continue growing your Instagram. And remember, treat it like a coffee-shop date: real, personal conversations held at a convenient time for the other party.

Looking for more tips? Learn how to take an Insta-worthy photo!

LinkedIn Is Back

October 17, 2017January 31, 2023 Cherith AndesBlog, Marketing, Social Media + Influencer EngagementLinkedIn, linkedin marketing, linkedin video, social media marketing, social media PR

LinkedIn may be turning a corner. What was once a sleepy job forum is launching new features that might transform it into a vibrant social contender. Yes, at its foundation, LinkedIn is a professional networking platform, and since its cash cow is job marketing, it won’t likely revamp its entire identity. However, LinkedIn’s fresh tools offer additional functionality and opportunities for interaction.

Native Video

Previously, LinkedIn only permitted you to repost video links from video platforms such as YouTube or Vimeo. Now in late 2017, LinkedIn is rolling native video, allowing users to shoot and upload video directly to the platform. This provides opportunities for professionals to create stronger brand messages and target content to specific audiences, ultimately boosting interaction and business visibility.

In addition, LinkedIn provides metrics such as top companies, titles and the location of viewers, along with views, likes and comments on the video. Note that native video is currently only available to individuals (not businesses) and only via the LinkedIn app. Take advantage of this opportunity to position your executives as thought leaders through first-person interviews on their personal LinkedIn profiles or behind-the-scenes glimpses of company processes. For an extra boost, include text in the video with tools such as Apple Clips.

Active Status

Never know the right time to start a conversation? There’s (part of) an app for that. LinkedIn now lets you know when a contact is active online by placing a green dot in the lower right-hand corner of their profile pictures. A green dot with a white center denotes contacts who are available only on mobile. This notation opens the door for real-time conversations between anyone from colleagues to potential employees and business partners. Experts have speculated if this will eventually beget relationships like professional mentorships via LinkedIn. For now, chat away!

Calendar Sync

While not necessarily new, this simple tool tends to slip under the radar. LinkedIn provides the option to sync with your calendar in three easy steps. When toggling between meetings, this allows you to quickly research new contacts or refresh your memory on the details of an acquaintance. The synced calendar will even remind you to follow up with your contacts after the meeting.

And as an extra tip, Social Media Examiner suggests that in addition to native video, text-only posts perform surprisingly well, especially when crafted with a question or in a storytelling format.

Keep digging! Check out other tips on maximizing your social media!

Foodify Your Instagram Stories

November 21, 2016January 31, 2023 Cherith AndesBlog, Restaurant PR + Hospitality PR, Social Media + Influencer EngagementInstagram, instagram for restaurants, instagram stories, Restaurant PR, Social Media, social media PR

When Instagram rolled out Stories, clients, friends and colleagues alike asked us to weigh in on this new tool, especially with its marked resemblance to Snapchat Stories.

After a little research, several 10-second #velfies (video + selfie) and lot of neon doodling, we concluded, like other industry colleagues, that Snapchat and Instagram stories do indeed offer similar functionalities. But for businesses already engaging their audiences on Instagram, Instagram Stories provide another avenue to strengthen these online relationships. In addition, it taps into one of Instagram’s originally cherished qualities: the instantaneous, “behind-the-scenes” approach to content creation.

For those in the food and beverage industry, we cooked up a few tasty tips to use Instagram Stories in your restaurant!

Steal the Deal!

Instagram story content stays fresh for 24 hours, providing the perfect opportunity to tout a deal, coupon or promotion with a sense of urgency. In addition, followers might be inclined to check your feed more often once they know you share “now or never” deals from their favorite restaurant or chef.

Time Lapse 2.0

With the 24 hour limit, Instagram Stories allow restaurants to post project updates more frequently without the fear of permanently flooding their feeds. Share shots throughout the day of a dining room renovation or the stages of creating a dish from raw to ripe for the evening menu. Even diners can tap into the spirit by sharing the courses of a meal or stages of a culinary event.

Dissect the Dish

It’s a one-time opportunity to provide meaningful backstory to your food — in a brief and light-hearted visual format. Chefs can doodle on photos of their menus to highlight new feature items or explain favorite parts of a dish.

The Tastiest Takeover

Could this be the newest iteration of the ubiquitous Instagram takeover? With Insta Stories, chefs have the opportunity to “narrate” their experiences during a takeover in a more personal fashion through text, filters or drawings. In addition, the 24-hour time limit allows for increased content without increased clutter. Host Instagram accounts could leverage the time frame to increase user engagement; in a short 24-hour span, chefs can post festival highlights or booths and ask followers to find and repost each location a la a virtual scavenger hunt!

Kitchen Conversation

Get personal, stay light and be fun. Insta Stories offer an ideal medium for staff interviews, backstage tours of the kitchen and quick glimpses into the cooking process.

What other flavorful favorites would you suggest for this Instagram tool? In the meantime, check out our other social media tips for restaurants.

On the Record: Twitter’s Next Move

January 13, 2016January 31, 2023 Sarah HattmanBlog, Public Relations, Social Media + Influencer Engagementadvertising, conversational ads, engagement, Social Media, social media PR, Twitter, Twitter PR

With slowing growth and stock troubles, 2015 was a tough year for Twitter. If you’re expecting the app to cease to exist in 2016, think again. Changes are coming. There have been rumors swirling lately about lifting the 140 character limit restriction, but no confirmation from company representatives. However, Twitter did recently introduce conversational ads as a new way to increase interest and engagement. Let’s go “On the Record” and take a closer look.

Right now, conversational ads are currently available for select advertisers in all markets. Assuming it goes mainsteam, how will you use conversational ads for your brand? Make the most of the 140 characters and tweet us your thoughts.