We wrote a lot in 2016, and through all of our social media marketing advice, analyzing of campaigns, curation of industry news and exciting company and product updates, we wanted to look at our favorites one more time before we move into a new year of new content.
Got a favorite from this year’s archives you don’t see here? Tell us about it on Twitter @UnionMetrics.
It’s one of the questions we’re asked most often: How do I find the best time to post to Instagram? Since there is no one-size-fits all answer, we broke it down into how you figure out the best times to start with to test and see how your unique audience responds. Start with these general tips:
- Instagram tends to be more active at night, so make sure you post some after dark.
- Try posting 1-2 times a day to reach the largest possible audience.
- Remember that your posts will continue to get likes and comments for hours, even days, after you post.
- Add a few hashtags to your posts to reach a wider audience.
- Photos posted on weekdays often get more engagement than those posted on weekends.
- Your account may be different, so try posting at different times on different days to find out what works best for you.
If you’re putting in the time to produce more high-quality content, you want to make sure you’re promoting it to the best of your ability. This piece lays out the importance of visuals, hashtags and how to use them, plus more tips and best practices on timing, formats, curation and cross-promotion.
Always remember our tips come from our own experiences and data, and that your specific audience might be different. So don’t be afraid to test new things out and see how your audience responds! Oh, and it’s never a bad time to highlight the golden hashtag rule: Always, always research a hashtag before you use it. You never want an avoidable PR crisis on your hands because you didn’t realize a seemingly innocuous hashtag had a double meaning or unexpected usage. The Internet is a strange and wild place.
We often write pieces that seem to target a specific audience, but we also always include takeaways for any brand in any industry. With this one, even if you’re not an agency pitching your latest client, you can learn how to use social data to sell your next big project idea to your boss or team. Always extrapolate to your own brand and resources.
The biggest takeaway from this one, for instance, is a better understanding of how earned and owned content and conversation, plus paid campaigns, and competitor and industry knowledge come together to give you the deepest possible understanding of not only your current position, but how you can move on from there— and most importantly, how to get there.
Knowing how big your audience could potentially be tells you how much harder you should be working and gives you a better way to understand why what’s resonating is. What tweets get the most impressions, and why? What tweets get the fewest impressions, and why?
Actual impressions received will always be much lower than potential impressions possible; that’s fine and just how Twitter (and Facebook and Instagram and Tumblr and LinkedIn) work. Exactly how much lower will vary, but typically you can expect your actual impressions to be somewhere between 1% and 20% of your potential impressions on Twitter.
Want to improve your ratio? We offer suggestions for when and how often you tweet, what hashtags you’re using, and more.
Finally, we can never stress enough the importance of matching the metrics you concentrate on tracking to your goals on different platforms as a brand (and your bigger goals as a business too). To that end, it’s important to understand the different types of engagement.
Once you understand them more deeply, you can work to create content that’s more likely to result in the types of engagement you want from your audience. The key is to always be working to solve the problems of what your audience, fans and followers want and need.
And if you need help measuring? Well. You know who to call.