Facebook and Instagram: Using Each Platform for Marketing Success

MSc Fashion Business Creation students and Erica Charles

MSc Fashion Business Creation students and Erica Charles

Alan Parker, Creative Director of Brand2Life

Written by Martha Rodriguez

In our final blog in the series, Martha Rodriguez, a GCU London student, blogs about what she learned from the Facebook and Instagram seminar she attended at QuickBooks Connect.

With one in five mobile minutes spent on Facebook and Instagram combined, it’s important to be where your customers are – and also know how to effectively market your business on different social media platforms. Alan Parker shared tools and best practices and highlighted how small businesses in particular have used both platforms to find success and growth.

Below are the key takeaways from the seminar:

  • Mobile Optimisation – 45% of all shopping opportunities come from mobile and 90% of Facebook traffic comes via mobile devices. Ensure your content works for mobile:
    1. Focus on headline: captivating and to the point
    2. More image, less text: visual is important on smaller screens
    3. Less is more: too much information can be confusing
    4. Forget the F shape: ‘hot spots’ on mobile when it comes to design is not applicable
  • Targeted strategy – on average people spend 3 hours a day consuming content. They check their phones 30 times a day (Millennials check their phones over 150 times a day)
    1. Understand where they are: what social platforms are they on, at what times of the day. Work out a timetable for your customers: from 8am when they wake up to 10pm when they sleep; hit them with content at the right time
    2. Customise audiences: lots of tools available to help segment your customers. ‘Lookalike audiences’ on Facebook help businesses identify social media users who share similar attributes with your target audience, that way you can deliver specific and relevant content to them
  • Get specific
    1. Who are your consumers? Demographics?, interests?
    2. Give them concise instructions as to what you want them to do: ‘Click here to buy now’, or ‘Know more with this website’; Leave nothing to assumption!
    3. Know what your consumers are doing at the time you post something. That way, your content should be relatable, relevant and timely
  • Amplify
    1. Adverts: Dashboards, strong single image, carousel ads? Whichever you chose make sure your first image grabs the attention
    2. Test your ‘call to action’: is it clear what you want your consumer to do?
    3. App Installs: showcase relevant features of your app that will engage your audience
    4. Go live: be genuine and authentic when offering ‘live’ support
  • Learn
    1. Cross-device customers: be sensitive to each social media’s features: Instagram is more about visual content (make it clear, simple, appealing) while Facebook is more on relevance (image, headers, destination URL). Use right content for right platform, and make content is shareable, enticing and actionable
  • Tell your story

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