The Week in Social #191

We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you. Leave your thoughts in the comments, or come find us on Twitter at @UnionMetrics.

On Instagram marketing

If you haven’t made Instagram part of your multi-channel visual marketing strategy, you may want to reconsider based on these numbers from eMarketer: Instagram Continues Double-Digit Growth

“This year, 89.4 million Americans will log on to Instagram at least once a month, representing 34.1% of mobile phone users. And by 2017, 51.8% of social network users will use Instagram—surpassing the 50% mark for the first time.”

Ig projected growth emarketer

As for marketing on Instagram, Facebook has made that the focus of its second season of Pub in Pub- where creative publishers discuss various social marketing topics while in their favorite pub- as witnessed in the aptly named first episode Pub in Pub: Instagram marketing.

“Watch the episode to hear Brock’s thoughts on the personal nature of Instagram and how it gives brands the opportunity to let their hair down and connect with people like a friend. He also discusses the “secret sauce” to success on Instagram and how toothpicks are an Instagram artist’s best friend.”

On platform updates and how brands can use them

Snapchat just introduced the ability to make custom geofilters for personal or professional use, and Danny Sullivan takes you through the process in Up Close: How The New Snapchat “On-Demand Geofilters” Work for Marketing Land.

Everyone’s talking about Facebook’s new Reactions released globally this week (here’s our take on that plus Twitter’s new GIF library), but there’s also a possibility they’re adding ads to Messenger. Ben Davis breaks down What will Facebook Messenger ads mean for marketers? for Econsultancy.

On content marketing and native advertising

While most general rules of social media marketing and native advertising are the same for B2B and B2C brands, B2B brands can find some advantages in specific spaces where their audiences are more likely to spend their time. Chris Bennington discusses some of the options available in An Introduction to B2B Native Advertising for Social Media B2B. (Pair with our social media marketing guide for B2B for best results.)

And finally, Nadya Khoja discusses why Original Research is Fundamental to Content Marketing for Spin Sucks. One takeaway?

Find a Question that Hasn’t Been Answered

In this day and age, finding a question that really hasn’t been answered is close to impossible.

Chances are the level of research you are conducting won’t be the equivalent to that of say, NASA.

What matters more is the angle you take when conducting research.

For instance, the example above is not a new study, just a new angle on an existing study.”

Happy Friday, and thanks for reading!

Image source: The Found Animals Foundation.