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The Game Changer

Consider the Game, Changed.

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social media

mini-instagram

We’ve seen this before. Social media platforms slowly making changes to their algorithms to move popular posts to the top of an user’s newsfeed instead of placing them in reverse chronological order. Facebook did it in 2009. Twitter followed suit in February (much to the dismay of a lot its users), and now we see Instagram, a Facebook-owned entity doing the same.

What’s changing? Well, the most popular posts by users will begin to populate at the top of the timeline for the user based on what Instagram believes the user wants to see. No longer will the timeline only be in reverse order allowing users to look at what someone he/she follows posted 5 minutes ago then 10 minutes, but rather now its what had the most likes, comments, views, or relationship appearing first. Instagram phrases as it as ‘the moments you care about most.’ Well, okay. I guess you can think for me now (not really, but whatever).

What does this mean for brands? Just like the Facebook change, it’s not an entirely bad thing. If it’s based on a posts engagement and its a brand that the user is following and actually interacts with, it gives brands an opportunity to be top of mind even more so for that user. On Instagram, users that are following brands usually do have an actual interest in the brand and may actually favor the content. Also, it filters it out more so if Brand A posts 5 minutes ago and Brand B posts 6 minutes ago, but the user is more engaged with Brand B then that brand gets a better position in the timeline than Brand A.

There are its downsides as well. Users may not interact at all or minimally with brands they follow. Well, those may not be at the top of the timeline even though they just recently posted. Could force marketers to be more creative and engaging with their content on Instagram (which usually is the case anyway) to increase engagement.

This change isn’t all bad. It’s all in how you look at it. So let’s see how this plays out with Instagram.

Sheena Hunt | CEO and Marketing Strategist | Empowered Strategy

Boutique branding and marketing agency based in St. Louis, MO. We are focused on creating amazing, creative, and strategic content for clients that grab the attention of the consumer and drive sales. A great strategy is key to moving the needle in business and that’s what we do. We’re game changers. So, consider the game changed.

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1 Billion – 1 Day

On Monday, August 24th 1 billion people converged on to Facebook within a 24 hour period. 1 billion people. That’s 1 in 7 people on the planet popping into Facebook for a quick peruse of their timeline, update their friends on their lives, picture change, whatever. This was a major milestone for the social network site, as it has never in its history had 1 billion people on the site in a 24 hour period.

Mark Zuckerberg, co-founder and CEO of Facebook, took to his Facebook page to exclaim his excitement of the news:

We just passed an important milestone. For the first time ever, one billion people used Facebook in a single day.

On Monday, 1 in 7 people on Earth used Facebook to connect with their friends and family.

When we talk about our financials, we use average numbers, but this is different. This was the first time we reached this milestone, and it’s just the beginning of connecting the whole world.

I’m so proud of our community for the progress we’ve made. Our community stands for giving every person a voice, for promoting understanding and for including everyone in the opportunities of our modern world.

A more open and connected world is a better world. It brings stronger relationships with those you love, a stronger economy with more opportunities, and a stronger society that reflects all of our values.

Thank you for being part of our community and for everything you’ve done to help us reach this milestone. I’m looking forward to seeing what we accomplish together.

Very cool news for the social networking site. Let’s see where it goes next.

Author: Sheena Hunt, CEO of Empowered Strategy

When a brand’s attempt to be ‘cool’ goes too far…

Bud Light Lime Ritas Twitter Post
Image Courtesy of @TheRitas Twitter Post

Brands today are desperately seeking the attention of the younger generations and are taking to social media to do so. In an effort to be relevant and be seen as ‘hip’ brands are opting to use terms and phrases that are in use by the market they are seeking. More and more on Twitter we’re seeing brands attempting to fit in by adopting the phrase ‘on fleek’ and the popular term ‘bae.’

‘On fleek’ is a popularized term that stemmed from an Instagram video posted by a user in reference to her eyebrows during the summer of 2014. According to the Urban Dictionary, it basically means something is perfect or ‘on point.’ As of late fall of 2014, brands began using the term in their Twitter posts to describe their products. For example, Ihop had several posts describing their pancakes as being on fleek in an ineffective adoption of the urban vernacular.

‘Bae’ is another term that brands are adopting to make themselves more personable and to fit in with their target demographic. Brands now are directly calling some of their followers ‘bae’ in an attempt to engage consumers on social media. This is creepy, point blank. Brands definitely should not reference anyone as bae. I think some Social Media Managers need to rethink their strategy before clicking ‘Post’ on whatever platform they use to manage their feeds.

Brands have latched on to playing on popular album titles (i.e. Drake’s ‘If you’re reading this it’s too late’) to ‘YASSS’ (which by the way, I use all the time in conversations with family and friends to express my emotions on something). I wonder, sometimes, who is googling these terms, words, and phrases and saying ‘yes, that is our next word to wear out?’ Seriously. As a black owned and operated marketing agency, we are a bit appalled by what we’re seeing coming from brands in regards to their ‘embracement’ of the urban community and vernacular. We get it – using these terms make brands appear to be connected to certain communities, but please stop. It’s ineffective, in my opinion, and likened to a middle-age parents using popular terms to try to fit in with their kids. Corny. Instead I challenge brands to create true strategies that appeal to the demographic they are trying to obtain/grow. For example, Coca Cola did a great job in paying homage to Hip Hop culture by creating a campaign that involves using their Sprite packaging to showcase uplifting lyrics of some of the most legendary hip hop artists. Instead of lazy marketing, brands must find a way to draw inspiration from the urban culture in a respectful manner. Hey, we’re open to help out if necessary because we are very much so over what we’re seeing.


Sheena Office photo

Sheena Hunt, CEO of Empowered Strategy

Twitter: @SheenaD1

Twitter: @EmpwrdStrategy

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