Popular design news of the week: March 30, 2020 – April 5, 2020
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Popular design news of the week: March 30, 2020 – April 5, 2020


Every week users submit a lot of interesting stuff on our sister site Webdesigner News, highlighting great content from around the web that can be of interest to web designers. 

The best way to keep track of all the great stories and news being posted is simply to check out the Webdesigner News site, however, in case you missed some here’s a quick and useful compilation of the most popular designer news that we curated from the past week.

Note that this is only a very small selection of the links that were posted, so don’t miss out and subscribe to our newsletter and follow the site daily for all the news.

 

55+ Best Free Fonts

 

Colors.lol – Overly Descriptive Color Palettes

 

Reactive Resume: Free and Open-Source Resume Builder

 

Cross-Cultural Design: 4 Ways to Get Started

 

Productivity: The Ultimate Guide

 

Spicypass – Free and Open-Source Minimalist Password Manager

 

12+ Low-Code and No-Code Development Platforms

 

UX Myths to Forget in 2020

 

United Nations Issues an Open Brief to Designers to Help Fight Coronavirus

 

Best Infographic Makers in 2020

 

27 Best Movies & Documentaries for Creatives

 

6 Underestimated Soft Skills that will Make You a Better Designer

 

Design Trend: Mono Gradients

 

Not Safe for Design, a Creative Challenge Generator

 

Top 4 Tips on How to Build an Effective Design System

 

Social Distancing Logos are the Design Equivalent of ‘Thoughts and Prayers’

 

The Best Alternatives to Zoom for Videoconferencing

 

A Complete Guide to Wireframe Design

 

Top 5 Mockup Tools for Web Designers in 2020

 

A New Color Contrast Analyser that Suggests Better Colors

 

How to Build a Bad Design System

 

What Should You do When a Web Design Trend Becomes Too Popular?

 

How Organize your Text Styles in Sketch

 

Basecamp’s Jason Fried on the Learning Curve of Remote Work

 

How to Write UX Copy that Makes your Product a Joy to Use

 

Want more? No problem! Keep track of top design news from around the web with Webdesigner News.



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Popular design news of the week: March 9, 2020 – March 15, 2020
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Popular design news of the week: March 9, 2020 – March 15, 2020


Every week users submit a lot of interesting stuff on our sister site Webdesigner News, highlighting great content from around the web that can be of interest to web designers. 

The best way to keep track of all the great stories and news being posted is simply to check out the Webdesigner News site, however, in case you missed some here’s a quick and useful compilation of the most popular designer news that we curated from the past week.

Note that this is only a very small selection of the links that were posted, so don’t miss out and subscribe to our newsletter and follow the site daily for all the news.

 

51 CSS Background Patterns

 

The Worst Fonts Everyone Keeps Using

 

9 Ways Which Website Layouts Have Evolved

 

33 Examples of Highly Effective SaaS Website Designs

 

Website Redesign: Re-thinking Dark Mode

 

Setting Height and Width on Images is Important Again

 

Do Whatever You Can’t Stop Thinking About

 

Insanely Fast Redesign Exercises

 

9 Things that will Help You Become a Better UX/UI Designer

 

How I Made a 3D Game in Only 2KB of Javascript

 

Why Dark Mode Web Designs are Gaining Popularity?

 

Five Tips to Write More Accessible HTML

 

14 Best Adobe Font Pairings for Websites

 

5 Principles of Visual Design in UX

 

How to Find your Most Creative Time of Day, and Make it Count

 

Google Open Source Code Search

 

7 Steps to Creating a Spectacular UX Case Study

 

Two Steps Forward, One Step Back

 

Brand Discovery: 10 Key Questions to Ask Clients Before You Start Designing

 

15 Free High-Resolution Illustrator Brush Packs

 

Basics Behind Color Theory for Web Designers

 

Creative Packaging Designs

 

CSS Mondrian

 

The Psychology of Color and Emotional Design

 

Breaking Down Persuasive Design Principles

 

Want more? No problem! Keep track of top design news from around the web with Webdesigner News.



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Facebook Ads Not Delivering? 4 Reason Why + What to Do Now
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Facebook Ads Not Delivering? 4 Reason Why + What to Do Now


Every marketer gets excited to see the performance they’re generating from their marketing campaigns. None of us set up ad campaigns without having some expectation of results.

So it’s understandably frustrating when you log in to see … nothing. Zeros across the board for your campaigns.

Facebook ads not delivering table example

We always start off by checking the obvious: Did I turn it on? Am I on the right date range?

But what if those things are all set up properly? Then where do you turn?

Below are four common reasons your Facebook Ads aren’t delivering and how to fix each of these problems to get your ads back up and running. But, first, I’m going to go over one caveat.

Caveat: Not seeing your ad doesn’t mean it’s not showing

I’m sure I got your attention above by saying four reasons and one caveat, so I figured we should start with the caveat.

I feel it’s important to start off by saying this: There’s a difference between your ad not delivering and you or your client not seeing your ads.

So many marketers I talk to want to see their own ad, and I understand that. It’s almost a source of pride, and it is helpful to know, firsthand, that your ads are delivering.

But just because you’re not seeing your ads doesn’t mean they’re not delivering. Unlike Google Ads, Facebook ads are a bit harder to trigger impressions for yourself. On Google, you search the keywords you’re targeting and either the ad shows up or it doesn’t. Facebook isn’t nearly that easy.

Depending on the type of targeting you’re using, you can be nearly positive you should be seeing your ad or you could be completely in the dark as to whether you’re included in the target set or not, like in the case of a Lookalike Audience. So, for the remainder of this post, I’ll be focusing on when your ad isn’t gathering any impressions—not the use case where you personally aren’t seeing your ad.

Reason #1: Your audience is too small

In case you’ve been living under a rock, Facebook has had a few privacy concerns over the past few years. One way the company is working to keep things from being “too creepy” is to require advertisers to target a minimum audience size to run an ad campaign.

Facebook ads audience size

Your ads will not run on Facebook if you don’t have 1,000 active users in your target audience.

There are a number of ways this could be happening:

  • The targeting parameters you’ve chosen simply don’t have enough users in them.
  • You’re excluding nearly all of your audience in an effort to be efficient.
  • Your customer upload list didn’t match as many people as you had hoped.
  • Your targeting layers are set up incorrectly.

So, for those of you who are trying to be very, very targeted with your Facebook ads and reach only a select few people, this could be causing your ads to not show at all.

What to do about it

There are two courses of action here, and it comes down to one question: Can people outside of this special audience see your ads?

If it’s no, then you’re not going to be able to market to your select audience, as it’s not large enough.

If it’s yes, then your action item is to extend your audience in a way you feel confident. Maybe you need to add some additional behaviors or interests, maybe you should extend your demographic restrictions, or, if it’s a customer upload, you might simply need to add more users to the list. No matter what, you’ll have to reach an audience of 1,000 or more users to have your ad campaign run on Facebook.

Reason #2: Your ads are disapproved or limited

Facebook also has rules when it comes to the ads you can show on the platform that are similar to audience size guidelines.

Facebook ads text length not approved

There are restrictions around the amount of text you can have in an image. Each ad creative can only have 20% text in an image, otherwise it’s impressions will be limited or shut off completely. You can use this tool to check your ad creative before uploading.

Advertisers are also limited on advertising when it comes to special categories such as age, politics, housing, dating, etc. Each of these is a protected category and requires additional approval or restrictions to ensure there’s no discrimination occurring on the platform.

Conversely, in some rarer cases, your ad is being flagged for these violations but you’re not actually in breach. In an effort to be proactive, Facebook will sometimes automatically deny ads that are close to the line in the name of caution. If your ads are wrongly disapproved, you can reach out to support to get them approved again. It might take a good amount of time on the phone and some follow-ups, but for the most part, I’ve been able to get all inaccurate disapprovals overturned.

What to do about it

This one is pretty limited in your options. Either fix the ads to fit within Facebook’s parameters or your ads won’t show.

That might mean filling out the political paperwork, creating new images with less text, being on the phone with Facebook support for hours to get your ads approved (been there, done that), or something else. But without this approval, your ads will not show.

Reason #3: Your ad has very bad or low engagement

Facebook has a duty to its users to be sure the environment is engaging and entertaining. For ad campaigns, that means ads with little/no engagement or bad engagement don’t get shown as often as the ones that have lots of positive engagement.

Facebook ads low engagement

There are three factors at play for all creative:

  • Quality Ranking: A ranking of your ad’s perceived quality. Quality is measured using feedback on your ads and the post-click experience. Your ad is ranked against ads that competed for the same audience.
  • Engagement Rate Ranking: A ranking of your ad’s expected engagement rate. Engagement includes all clicks, likes, comments, and shares. Your ad is ranked against ads that competed for the same audience.
  • Conversion Rate Ranking: A ranking of your ad’s expected conversion rate. Your ad is ranked against ads with your optimization goal that competed for the same audience.

What to do about it

The first (and easiest) thing I usually suggest is to create a new ad and hope it gets better engagement.

If that doesn’t work and you’re having a hard time getting traction, try putting your ads into an engagement campaign, then leveraging those ads in a new campaign once they have good engagement built up.

If those aren’t working, there are other strategies you can employ based on the ad relevance diagnostics you’re seeing.

To be quite honest, there are so many potential combinations about how you should optimize your ads that I think it’s easier to show you in an image than in text. Here’s a guide Facebook put together:

Facebook ads solutions for low engagement

If you want to read more on this, check out this article.

Reason #4: Your bid/budget parameters are too restrictive

One of Facebook’s greatest strengths is the algorithm that determines who sees your ads and who doesn’t. Even within a target audience, not all users will see your ad as Facebook is serving to those it thinks are most likely to reach the goal you’re optimizing for, whether it be a landing page view, lead gen form submission, online purchase, or ad engagement.

This decision-making process is made possible by some leniency to learn from performance, whether positive or negative. This learning process can be hampered if we advertisers are too restrictive with our budgets or our bid goals.

Here are a couple examples:

Let’s say we want to sell t-shirts for $20 each, but in an effort to be frugal, we only give Facebook a $1 daily budget and have it optimize for conversions. Unless you have the most amazing t-shirts that can sell themselves (this clearly isn’t the case, otherwise you wouldn’t be using Facebook), then this is a pretty unreasonable budget and goal combo. With a budget this small, Facebook can’t serve ads and learn fast enough to believe it will see any success and will likely stop serving your ads.

In the same vein, let’s say you have Facebook a reasonable budget of $20/day to learn, but instead set tight bid caps of $1. Similar to the budget, Facebook will likely have a hard time reaching the audience most likely to convert with only a max bid of $1. If it doesn’t see success, it will stop serving your ads simply because it can’t get any traction to learn and optimize.

What to do about it

Keep your budget and bid restrictions in line to give Facebook enough time to learn and optimize.

For budget, I try to give 50% of my target CPA as the daily budget. So for our t-shirt to break even, that would be a $10/day budget. This isn’t a hardline rule, but be sure you’re being reasonable with your level of investment. If you can’t spend that much, then maybe you should hold off on Facebook Ads or look to change the goal of your campaigns.

For bids, in my experience, it’s worked best for me to start off with automatic bidding for lowest cost and then adjust based on initial performance. I try to give the campaigns a week or two, sometimes a month if possible, to run before setting restrictions.

Facebook ads not delivering: Identify the problem & use these solutions!

There are a number of reasons your ad might not be delivering on the Facebook platform, but unless you’re simply going against all regulations, there’s no reason things have to stay that way.

Hopefully one of the situations above gives you some ideas of how to get your ads showing again and even generating sales on Facebook ASAP!



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7 Ways to Write More Like-able Social Media Copy
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7 Ways to Write More Like-able Social Media Copy


So your company decided that it’s about time to start engaging with an audience on social media. That probably means you’re going to run some social advertising (Facebook Ads, anyone?) and establish a brand presence on Instagram, Facebook, LinkedIn, Twitter, and maybe even some other social media networks.

social media copy graphs

Image source

Let’s be honest, there are so many platforms with different length and tone requirements that it can be hard to figure out where to start when it comes to writing social copy. Luckily, we’ve got some best practices you can follow to get you started. Here are seven ways to write more likable—or more shareable, more heart-able, more tweetable—social copy:

  1. Create brand guidelines for social media copywriting
  2. Establish a goal for each social post
  3. Write for the audience on each social platform
  4. Encourage engagement
  5. Complement the visual with relevant copy
  6. Use hashtags and emojis wisely
  7. Stay on top of social media trends

Let’s get started.

1. Create brand guidelines for social media copy

First and foremost, you need to decide who your brand wants to be on social media. While this may seem simple, it can get more complicated than you’d initially expect. For instance, do you want to have the same voice on social as you do on your website? In local advertising or email marketing? What about out-of-home advertising campaigns?

Social media provides a unique opportunity to show off the fun side of your brand, whether that is through consistently playful social copywriting or through showing off your fun employees. Don’t believe me? Check out this tweet.

You wouldn’t see Pop-Tarts make the same jokes during a TV commercial or in its customer service.

If you’re not sure where to start when writing brand guidelines, we’ve got you covered. If you’re already working with some solid brand copywriting guides, that’s even better. Simply add social media to your book of rules and jump off from there.

2. Establish a goal for each social post

While it may be easy to establish a goal for each ad on Facebook, Twitter, or LinkedIn, this can be tricky when it comes to organic posts.

ICYMI: When you’re building out social ad campaigns, each platform will have you select a goal to focus your advertising and increase performance. That goal could be anything from branding to clicks or conversions. If you’re wondering how to establish a goal for your organic social media posts, why not start with the goals you apply to paid ads and expand your options from there? Consider these, for instance:

  • Branding
  • Clicks
  • Shares
  • Conversions
  • Followers
  • Likes
  • Comments or inbox replies

Once you have set the goal, you can measure how successful a post is. Then, it’s time to get copywriting.

3. Write for the audience on each social platform

Here’s the thing about copywriting for social media: Each social media network is created differently to serve different needs for different audiences. Which means you shouldn’t use the copy you write for LinkedIn on Twitter and vice versa. In fact, when you’re writing those brand guidelines, try to identify the *most* formal and informal you’ll be on social media to establish some boundaries.

For an exercise in social copywriting, let’s pretend your office hosted a Halloween party with some clients and you’d like to put the photos up on social. We’ll use the most popular platforms as an example.

LinkedIn: “Had a spooky time with @Client1, @Client2, and @Client3 last night at our annual Halloween Monster Mash—let’s haunt together again soon.”

Tags are important on any platform, but especially if you’d like your clients to repost!

Facebook: I’d feel comfortable posting the same copy on Facebook, but you may want to consider posting more than one photo and tagging more people. Facebook lends itself to photo albums, and you’re far more likely to see your “friends” interacting with a post that has plenty of visuals.

Twitter: “It’s getting spooky up in here. The annual Monster Mash is under way, see you on the other side.”

This platform lends itself to live updates, so you should try to tweet during the party. While that leaves less time for copy review, keep it short, sweet and throw in a picture.

Instagram: “Happy Halloween from these spooky characters!”

Like Twitter, Instagram can be used in real-time. If you had a Halloween fashion show or costume contest, you could snap pics and add them to your story right away. The day after, you can choose the best of the party photos and post it to your timeline, keeping the copy simple, casual, and direct.

4. Encourage engagement

If you’ve decided to dig into social media, your brand is probably looking to tap into an audience that they cannot engage through other mediums. There is almost no other place that you can engage with potential customers like you can on social platforms. Yes, that should make you a bit cautious, but it should also be exciting!

Voss holds the crown for engaging their social media audience through contests and giveaways. The company’s follower counts have exploded, and it has a very distinct brand on Instagram (and note all the co-branding tags!).

social media copy voss

A lot of companies tend to just talk about themselves on social, whether that means professing their mission, showing off their products or employees, or announcing company changes. Sure, that’s great and all—but if you only do that, your followers will get pretty bored. Or no one will see the value in following your accounts to begin with. Bring your brand down to Earth and start with something simple, like user-generated content from a relevant product giveaway or customer appreciation post.

5. Complement the visual with relevant copy

If there is anything that most B2B brands could do better, it’s connecting the visual to the copy. Hey, direct-to-consumer brands could use help here too! I’ve found that sometimes, we just want to have something, anything to post alongside a big brand statement like, “We believe sharing is caring, which is why we’re launching this new initiative. Check it out now.” But that copy is below the image of … a puppy? Why??

As part of their Proud to Belong campaign, Ray-Bans posted a series of re-cut videos and photos on their social accounts. It provided the company a unique opportunity to pair those visuals with copy that can add to or explain the campaign.

social media copy rayban

The best thing you can do is work hand-in-hand with your designer to make sure the messaging is cohesive throughout the post.

6. Use hashtags and emojis wisely

Remember when everyone used hashtags all the time, on every single post? You’d have some copy for the caption and then *at least* five hashtags. I did it, too! I’m not ashamed!

Here’s the thing. Hashtags still work; they function the same exact way they used to, at the beginning of social media platforms taking off. And people still use them to discover new content; influencers are still leveraging them. It’s up to you to decide if you want to include them in the posts you publish for your brand. If you want to contribute to a trending topic on Twitter, go for it. But outside of Twitter, I recommend making it a brand choice. Don’t post copy with a ton of hashtags … and then write the next post without any.

Nike is definitely one of those brands that uses its own hashtags consistently and well. We all know #justdoit, no matter what the current campaign is.

social media copy nike

Similarly, emojis drive engagement and show that you’re keeping up with the cool kids. However, make sure that emoji definitely means what you think it means before you post it.

7. Stay on top of social media trends

Though this probably sounds fairly obvious, make sure you (or whoever is in charge of writing your social media copy) is active on social media. That means they should be following a variety of accounts across platforms, looking at trending topics, and be able to comment on silly things like, “going to tell my kids this is…” or the recent Dolly Parton challenge comparing LinkedIn, Facebook, Instagram, and Tinder.

This tweet from Netflix was right on top of the internet poking fun at IHOP rebranding to IHOB.

social media copy netflix

Opportunities for comments and jokes like this get stale quickly, so stay on top of trends—plus, this is going to be your best defense against an accidental social media snafu. We’ve all seen them, we’ve all heard corporate apologies for them, try not to be one of them.

Bonus tip: Just start drafting that social media copy

Finally, as with any copywriting, you just have to write. A lot. Write a ton of different versions of the same copy, then start all over again with a different idea. Talk to your team about the messaging—feedback is essential. All this gets easier when you plan ahead, so you can knock a full month of copywriting out in a couple days.





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How to Boost Engagement with User-Generated Content on Instagram
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How to Boost Engagement with User-Generated Content on Instagram


Searching for new social media content to share on Facebook and Instagram? Hoping for more engagement? You can accomplish both of those goals with an Instagram campaign of user-generated content, or UGC. UGC is content created by users which can come in a variety of mediums, such as text, images, videos, and audio.

On Instagram, UGC created by your target audience can help other potential customers see themselves in those creative assets and can then enter your sales funnel through a variety of means. In addition, it will help build trust in your brand, drive more engagement, and ultimately, help your bottom line. Regardless of your business size, encourage your customers to share content and if they already are, share it!

user-generated Instagram post from Jeep

In this guide, we’re sharing everything you need to know to effectively use user-generated content on Instagram:

  • How to source user-generated content
  • How to use your UGC on Instagram to boost engagement
  • How to provide a high-quality customer experience

Let’s get started!

How to source UGC for Instagram

Where do you begin? Well, the beauty of social media is that you can make it social, conversational, and creative. Some ways we recommend to clients and see success with is to start a hashtag trend, as a question, engage in influencer partnerships. Here’s how you can get started sourcing UGC for Instagram with these methods.

1. Start a hashtag trend

Encourage your fans/followers to contribute and show off what they have using a unique hashtag you created. If you have some in mind, check their usage by searching the Instagram hashtags in the respective channels. Your posts to encourage users to use your hashtag could be a way for them to show how they are styling a retail product you are selling, a tool you are providing and what they’ve built using it, or the ways your service makes their life better. An added perk of doing this is that you can then easily track submissions, especially on Instagram where you can search and follow a hashtag. This will also serve as your creative arsenal anytime you want to share some UGC content.

Check out the effective way that procreate encourages their customers and people who aren’t yet to do so below.

call for user-generated content on Instagram from procreate

2. Ask a question

This one’s simple: Post a question and simply encourage your followers to share a post and tag you. After all, people enjoy being featured and feeling special.

American Eagle is even more direct about asking their fans if they want to be featured, right in their Instagram bio and all users have to do is use their hashtag.

call for user-generated content on Instagram from American Eagle

3. Partner with influencers

On a larger scale, we often see celebrities endorsing products on social media. This requires a larger budget, so it may not be so easy to come about for small businesses or limited budgets. Worry not, as there are ways you can partner with microinfluencers. For example, if you are a clothing boutique, seek out a local fashion blogger in your area and discuss a small partnership opportunity with them. If you’re a law firm, seek out local businesses that you’ve worked with before and do the same, because you may have helped them incorporate when they opened and they can share a story about how you were involved. If you’re in real estate, there’s plenty of opportunity there with people you helped purchase or sell their homes. Influencers are great at creating unique content that is genuine to them and their followers, giving you fresh user-generated content to work with.

influencer content on Instagram

Another thing you can do with your influencers is have them run a contest from their accounts. If you can, give away one of your products or services. If the cost is too high, you don’t have to give away anything big and still find success with something like this. While product giveaways have been successful, we have seen great success with any type of prize, such as branded tees, bags, and even stickers. Again, making the user feel special.

How to use your UGC on Instagram

Now that you have all of this great content, let’s discuss the various ways you can use it to not only improve the appearance of your profile, but also boost your engagement and conversions. Using Facebook and Instagram, you can share the user-generated content, as long as the user account does not have their account set to private. Though, with Instagram, if a private user tags you, they have an option on their end to select if you can share it in your Instagram Stories. Often times, users will select this if they tag you.

Here are some excellent examples of what brands are doing with their UGC that perhaps you can find inspiration with and emulate with your own flavor as it relates to your brand.

1. Reshare

Is someone raving about you? Repurpose and reshare it on your channels and showcase real people sharing genuine and glowing content about you. The best content does come from true fans posting unprompted content, such as this one that thanks and reviews one of my personal local favorite wineries, Serrano Wine in Paso Robles. Loryn Powell shares a review of her visit to their tasting room on Instagram Stories.

user-generated content example from Loryn Powell

She raves about how the owners were so wonderful to speak with, and she talks about their wine and how everyone should try it. The kicker is she didn’t get paid to do it.  As a comedian, this user has 50K fans on Facebook and 90.1K followers on Instagram. This was an excellent opportunity for Serrano Wine to expand its reach and potentially get more people into the tasting room as a result of the genuinely good service and products. Resharing posts like these, or even posts with your product featured, is a must.

2. Post with a cause

Find user-generated content that you can append to a relevant post. For instance, here’s a terrific example from Hydro Flask on Facebook, where the company shares an informative post about how you can join it in reducing single use plastics and complemented their post with a beautiful nature photo with their product placed from a customer.

user-generated content on Instagram example from HydroFlask

3. Share reviews and testimonials

Collecting reviews? Put those to use! Either share them in the copy of the post or more effectively, create an image or video using the review like Dove does below in this Instagram ad.

user-generated content on Instagram example from Dove

If someone loves your brand, don’t be shy and ask them for a photo or video review, too. People are often very willing to provide assets such as these.

4. Create an offshoot account

If you have a large volume of Instagram UGC that could serve your brand well in a standalone account, try it out, like Uber has with their Overheard Uber account.

Uber's UGC Instagram account

To encourage submissions, Uber invites rideshare users to DM the account with submissions. Another thing to take note here is that the company saves its Instagram Stories and categories them so you viewers can view them even after the ephemeral content disappears 24 hours after the initial post.

5. Impact your audience

While the possibilities are endless, given the many variables out there that are business and audience specific, if all you have is a photo, simply sharing that, too, can be effective on days where you need to post something but may be short on content. If it can make someone smile, inspire an idea, open up a conversation, inform, educate, or help, use that content to do so.

UGC Instagram content from Wags

6. Promote with Facebook and Instagram Ads

If you have a budget for Facebook and Instagram Ads, take your organic efforts to a new level. Expand your reach, visibility, engagement, and sales with new audiences and reconnect with ones that may already be familiar with you by promoting your user-generated content. Even if you have a budget of only $5/day, it’s amazing what you can accomplish. Of course, if you have more budget, that’s better, as you can cast your net wider to bring in new people to discover your brand, and move them further along your sales funnel. The faster you can learn what is and is not working well with particular audiences, messaging, and ads, the quicker you can make decisions on what to stop and where you can ramp up.

How to provide a high-quality customer experience

Remember, users aren’t necessarily generating content for your brand to share. Interactions with your customers or followers on Instagram are still reflections of your brand, and it’s important to treat them that way. Here are a few things you need to keep in mind using Instagram UGC.

1. Ask permission

Before sharing someone else’s content, even if they tagged you in it, it’s best to ask for permission to minimize any backlash. Comment on their post or DM them and ask if you can share it. Take a screenshot of the approval as back up and save it as a precaution. Other times, a legal disclaimer added to your posts that source UGC can be an alternative. To be safe, ask your business attorney for their recommendation.

tweet about asking for permission using UGC on Instagram

2. Give credit where it’s due

If someone took the time to share a post and tag you in it, give them credit by tagging them in your reshare. Some brands use copy that says “image courtesy of @___,” others add a camera with flash emoji 📸 followed by the handle of the content creator, and others use #rg ____ which stands for “regram” on Instagram.

An example of the latter can be seen use on American Eagle’s Instagram account:

UGC on Instagram example from American Eagle

3. Give thanks

Comment on the user’s original post to let them know you appreciate it. It can go a long way by making them feel special and you may even get yourself a customer for life.

4. Keep track

Create a way of tracking your UGC. Typically, with our clients, we will create a spreadsheet with links, screenshots, and details about who shared it, when, and other helpful information about the types of campaigns we can use them for.

Go get started with UGC on Instagram!

Now we’ve covered all the basics and best practices for boosting engagement with UGC for Instagram: how to source the content, how to use it for organic and paid means on Facebook and Instagram, and how to make sure you offer a great customer experience. With user-generated content, the possibilities of the ways you can use them to benefit your business marketing efforts are plentiful. Have fun, get creative, and generate success!





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7 Fundamental Facebook Advertising Tips for Small Business Marketers
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7 Fundamental Facebook Advertising Tips for Small Business Marketers


It’s no secret that Facebook can be a fantastic place to reach new audiences and grow your business. We hear about crazy awesome success stories all the time: “I just put stuff on Facebook, and I don’t know what happened, but six months later I quit my job and my side hustle became my full-time gig!”

That’s all fine and dandy, but it’s definitely not the most common use case. I’ve heard more people, especially small businesses, have a completely different story: “We tried Facebook, but it just didn’t work for us.”

The first story is an uncommon case, and I actually believe the second one is, too.

There are quite a few ways Facebook can be leveraged for small businesses, but you have to set yourself up for success and have realistic goals given some of the limitations of the Facebook platform.

Here are my seven tips for how your small business can leverage Facebook Ads and see success.

1. Match campaign objectives to your goals

What is it that you’re trying to get out of Facebook Ads? Additional sales, larger newsletter readership, increased awareness? This is a big factor in determining how your Facebook Ads account will be set up. Luckily, Facebook Ads has objectives outlined for nearly every goal you could have for your campaigns to choose from.

Facebook advertising campaign objectives options

There’s not really a way for me to prescribe the right campaign objective for everyone.

Facebook advertising consideration options

If you’re interested in multiple, I encourage you to hover over each name and click the “i” icon next to each and read a little about their best use cases. There’s a link for you to learn more about each as well, or you could read this post to get a rundown on each campaign type.

2. Find your target audience in Audience Insights

One of my favorite places to start with any new account is to understand the target audience. Facebook Ads makes this very easy with its Audience Insights tool.

Note: You have to have your Facebook page tied to your Business Manager account to see this data.

Facebook advertising's Audience Insights tool

In the main navigation in Facebook Business Manager, head over to the planning section and choose “Audience Insights.”

Facebook advertising's new audience options

You’ll then have a pop-up over the tool that asks if you want to start with all Facebook users (“Everyone on Facebook”) or only users who are connected to your business’s page (“People connected to your Page”). Once you choose “People connected to your Page,” it will highlight the area in the left-hand navigation where you can choose which Facebook page you want to see data for. Find your page, and you’re off to the races!

Facebook advertising for small business demographics

You’ll be able to see demographic info, activity on Facebook, device data, etc., all from this tool.

If the report comes back blank, then that means you likely don’t have a large enough audience for Facebook to provide insights. But don’t worry, that doesn’t mean all is lost.

Facebook advertising interest-based targeting options

More than likely, there are larger brands who are similar to yours you can leverage. Let’s say you’re a modern furniture store. Similar brands might be West Elm and Crate and Barrel. You can type those brand names into the “Interests” section, just slightly above the Facebook page selector on the left side, and gain insights from their brands instead.

All told, this data can be super helpful when you’re trying to decide what demographics to target, what interests people have, and potentially what devices you want to include.

In the end, you don’t have to only use this target audience, (hell, you don’t have to use it at all if you don’t want to), but it’s certainly a great place to start when it comes to understanding how your ideal customer translates to Facebook targeting.

If you’d like a further rundown on the Audience Insights Tool, check out this video for more.

3. Understand targeting layers

When setting up target audiences in Facebook Ads, it’s important to understand the difference between AND and OR targeting logic. Knowing the difference here can be the difference between targeting 15,000 and 15,000,000.

There’s a pretty simple way to remember it by the way Facebook formats it: all targeting listed in a box is OR targeting while multiple boxes means AND targeting. Let’s jump into an example to illustrate.

Facebook advertising for small business detailed targeting options

In the image above, all targeted interests are considered OR targeting. This means that someone can be interested in Crate & Barrel OR AllModern to be included in our target audience. Each time you add another interest in this box, your target audience size will go up.

But let’s say you want to target people who like these brands, but only those who like this brand AND have a certain level of income. Here’s where the Narrow Audience function comes in.

Facebook advertising's narrow audience option

When we narrow our audience, we’re effectively choosing the overlapping portion of the Venn diagram of the two groups as the image above shows.

So for our campaigns, we’ll choose to narrow the audience and layer in the income levels.

Facebook advertising for small business detailed targeting options based on financial income

Our targeting section now looks like this with the two segments being in separate boxes. This shows that users have to fit any single criteria from the first box AND any single criteria from the second box to be included in our target audience. By adding the income segment in the second box, we’ve narrowed our target audience by quite a bit.

When you’re setting up your target audience and you have layers included like this, make sure you’re keeping the AND and OR targeting logic in mind and not being too narrow or too broad simply by not paying attention to the boxes.

4. Make sure your geotargeting is on point

There’s no prescribed target geography for a small business. Some SMBs are purely local and serve only their immediate community. Others are nationwide with wide appeal, and other might serve a very niche community worldwide.

No matter which category your business falls into, be sure you’re leveraging the proper geotargeting to reach your audience. All geotargeting settings for Facebook live at the ad set level.

Facebook advertising geotargeting options

The first thing to check is that you’re targeting people who are in a location with the right intent. This setting defaults to People living in or recently in this location, which is likely fine for most advertisers, but if you have more restrictions, you might want to adjust.

Let’s say you’re that local furniture store and you don’t ship outside of your immediate community. It might make sense to adjust to target only users living in this location, as you’ll be removing people who are either traveling in or were recently in that location. Either of these parties could easily be halfway across the globe by next week, and that would be a waste of your precious ad spend.

Facebook advertising geotargeting location view

Once you’ve chosen that setting, the rest is fairly straightforward. Simply choose “Include” or “Exclude” from the dropdown, then start typing the location you want in the box to find the location you need. We’re able to target the following types of locations on Facebook:

  • Countries
  • States/Regions
  • DMAs
  • Congressional Districts
  • Cities
  • Postal/Zip Codes
  • Addresses
Facebook advertising geotargeting location view based on zip code

Lastly, you can also choose the “Drop Pin” option in the lower right, and Facebook will give you a cursor to literally drop a pin wherever you like on the map. You’ll then be able to adjust the range around that pin to the mileage of your choice.

All told, the main goal with geotargeting is to be sure you’re not reaching users who are irrelevant to you because they’re too far away. Make sure you’re only focusing your ad spend in the areas that can reasonably drive potential business your way.

5. Keep retargeting and prospecting separated

This really goes for all businesses, not only SMBs, but I find that many SMB accounts often overlook the differences between retargeting and prospecting.

With retargeting, we’re reaching people who have already engaged with our brand in one way or another. These users could have visited your website, followed you on Facebook, or engaged with a post. They’re familiar with your brand to some extent already.

Prospecting is purely a game to extend reach and find new target customers. It’s the antithesis of retargeting.

When these audience types are combined into a single campaign, it can be harder to determine what is working best and who the more valuable audience is. Now that campaign budget optimization is in place, it’ll also be a bit harder to control the budget allocation between these groups.

I suggest keeping prospecting and retargeting in separate campaigns for easier management and optimization no matter what your objectives are.

6. Monitor your ad frequency

Frequency is the average number of impressions a user in any given audience has seen your ad in a given time frame (this time frame is dynamic based on the date range you’re viewing).

Whether you’re targeting a small, local community or a national niche, it’s important to make sure you’re not oversaturating your audience and bombarding them with your message.

Facebook ad frequency

This will be one of the easiest things to check in on as ad frequency is a column you can add to your campaign manager tab.

As a basic rule of thumb, your frequency should be half the number of days you have selected in your date range, e.g., if you have seven days selected, your frequency should be no more than three and a half days for any given audience.

7. Control your budgets effectively

The last tip I want to give is solely about managing your spend in Facebook Ads. This platform is unlike many others when it comes to budgeting. There are two key things to keep in mind:

Prepare for campaign budget optimization

Starting in February of 2020, all accounts will have all campaigns updated to campaign budget optimization, or CBO. This might not sound like a big deal, but it could be if your account isn’t set up for success.

In a nutshell, what CBO does is moves your budget management from the ad set level to the campaign level. Facebook then divvies up the budget based on which ad set is performing best.

The problem is that the ad set Facebook thinks is performing best isn’t always the same one you think is performing best. There have been many posts written about CBO and I encourage you to do your research on this topic as it will undoubtedly have an effect on your account.

Remember ad scheduling is tied to budgeting

In a previous post, I wrote about how lifetime and daily budgets impact your ad set/campaign settings and how you control when your ads show. Check out this article to learn more and be sure you’re getting the biggest bang for your buck when it comes to ad scheduling and budgeting.

Follow these Facebook advertising tips for small business marketers!

There’s no single, perfect strategy that works for Facebook Ads, but small businesses should take extra consideration when diving into the platform to be sure you’re not overextending yourself too quickly. This is nearly always the source of the “I tried Facebook and it didn’t work” refrain. Here are the fundamental tips to follow to make sure  you’re avoiding that:

  1. Match campaign objectives to your goals
  2. Find your target audience in Audience Insights
  3. Understand targeting layers
  4. Make sure your geotargeting is on point
  5. Keep retargeting and prospecting separated
  6. Monitor your ad frequency
  7. Control your budgets effectively

Hopefully, these tips will give you the confidence to test Facebook in a controlled way—and help make sure you’ll see returns for your efforts!



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Boost Your Facebook Video Views with These 6 Tactics
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Boost Your Facebook Video Views with These 6 Tactics


Wisely, you’ve taken the dive into video marketing. Whether you’re using video to create educational content or product-focused advertisements, you’ve made the right decision. It is, after all, the year 2020; any digital marketing strategy that lacks video is incomplete.

Now that you’re in the game, it’s time for the hard part: figuring out how you’re going to increase your Facebook video views. Getting users to pay attention to your content—whether it’s paid or organic—is a daunting task. If you want to keep your prospects from scrolling directly past your videos, you need to put together some kind of plan.

Facebook video views example image of people in front of camera

Let’s kick things off with a quick refresher on Facebook ad campaigns. Then, I’ll dive into my six tips for increasing your Facebook video views this year:

  1. Study the competition
  2. Give users a reason to come back (i.e., provide value)
  3. Create content specifically for Facebook
  4. Make audio optional
  5. Experiment with a home video aesthetic
  6. Always be flexible

P.S. Don’t bounce after the sixth tip; I’ve got some examples that everyone can learn from!

Facebook video views campaigns

If you’re thinking about putting some money behind your Facebook videos—which, for the record, I wholeheartedly recommend—this refresher is for you. For those of you who are strictly interested in organic video, the tips in the next section are still applicable!

Facebook offers 11 different types of campaigns to their advertisers—video views being one of them. When you elect to run a video views campaign, you send a simple (yet important) message to Facebook’s algorithms: Getting people to watch my content is my top priority. As such, the platform will optimize the delivery of your ads in order to get your videos in front of users who are most likely to engage.

Facebook video views campaign setting

Although audience targeting and placement targeting are important considerations, I’m not going to discuss them in this post. For our purposes, what I really want to focus on is budgeting (handled at the ad set level of the campaign creation process). When building out your budget, the first thing you have to decide is what you want to optimize for. In the case of a Facebook video views campaign, you have two options:

  • ThruPlay (default setting): If your video is shorter than 15 seconds, Facebook will deliver it to users who are likely to watch the whole thing. If it’s longer than 15 seconds, Facebook will deliver it to users who are likely to watch for at least 15 seconds.
  • 2-Second Continuous Video Views: Facebook will deliver your video to users who are likely to watch for at least two continuous seconds.
Facebook video views campaign options: budgets and scheduling

It’s important that you think carefully about this decision—for two reasons. For one thing, it will determine Facebook’s approach to delivering your video ads (i.e., types of users, times of day, distribution across platforms, and so on). Additionally, it will determine your set of choices when it comes to deciding what you want to pay for. If you optimize for ThruPlay, the following are your payment options:

  • Impression (default setting): Pay every time your video ad is delivered to a user.
  • ThruPlay: Pay every time your video ad is played to completion (if shorter than 15 seconds) or played for longer than 15 seconds.

If you choose 2-Second Continuous Video Views, the following are your payment options:

  • Impression (default setting): Pay every time your video ad is delivered to a user.
  • 2-Second Continuous Video View: Pay every time your video ad is played for at least two continuous seconds.

Whether you pay for each impression or optimization event depends on your broader goals. Just keep in mind that impressions are cheaper because they’re (generally) less valuable.

6 ways to get more Facebook video views this year

Got your campaign settings ironed out? Awesome. Let’s discuss six tactics you can use to get more Facebook video views this year.

1. Study the competition

March 2019: Facebook sunsets the opaque metric known as relevance score—essentially a more confusing version of Google’s Quality Score—in favor of three new replacements, one of them being quality ranking. As you might infer from the name, quality ranking measures the quality of your ad in comparison to the others competing for the same audience.

I repeat: in comparison to the others competing for the same audience.

If you earn a high-quality ranking, you’re rewarded in two ways: (1) your ad gets delivered more frequently and more favorably than your competitors’ ads, and (2) you get discounted prices for impressions and optimization events. To put it in terms of a video views campaign, earning a high-quality ranking means more video views at lower prices.

You know who your competitors are. Do some research. Find out what they’re doing with their video ads. Then, do it better. Just make sure you don’t plagiarize. (Duh.)

2. Give users a reason to come back (i.e., provide value)

May 2019: Facebook announces an update to their video ranking algorithm that explicitly increases the influence of three key factors, one of them being loyalty. To use their words:

“Intent and repeat viewership are important factors we consider when surfacing videos to people in News Feed. Going forward, we will add more weight in ranking to videos that people seek out and return to week after week.”

Users watching your content regularly, users searching for your content regularly, users going out of their way to like and share your content regularly—these are things Facebook looks for in order to determine how loyal your viewers are. The math is simple: The more loyal your viewers are, the higher your organic video content will rank; the higher your organic video content ranks, the more video views you’ll accumulate.

Facebook video views example: popular video s

Facebook Watch is the platform’s hub for video content.

Earning the loyalty of users is imperative to your video marketing success. Fortunately, the key to earning loyalty can be boiled down to just two words: provide value. If Facebook users walk away from your videos having gained something positive, the likelihood of them coming back increases exponentially. Accordingly, you need to ask yourself a question: How can I give my viewers something valuable? If you’re marketing an auto shop, you could provide value in the form of basic maintenance tips. If you’re marketing a college or university, you could provide value in the form of alumni testimonials. And if you’re marketing a bakery, you could provide value in the form of simple recipe videos.

Think about the value your business provides in general. Then, translate that into video.

3. Create content specifically for Facebook

In that same blog post about video ranking algorithm factors, Facebook also emphasized the importance of originality. Now more than ever before, the social platform is committed to “limiting the distribution” of unoriginal or repurposed content. If the full extent of your video marketing strategy is to (1) produce YouTube videos and (2) recycle them as Facebook videos, you’re not going to see the results you’re looking for.

In other words: If you really want to rack up Facebook video views, you need to create fresh content that’s made specifically for Facebook. It’s an approach that requires extra effort, but there’s no doubt that it’s worthwhile.

Creating fresh content specifically for Facebook isn’t solely about appeasing the video ranking algorithm; it’s also about delivering the best videos possible according to audience demand. I know it can seem as if everyone with a smartphone is active on every platform under the sun, but that’s simply not the case. Some of the folks who watch your YouTube videos are entirely uninterested in consuming your content on Facebook—and vice versa.

To put it differently: The audience you’re reaching on Facebook is unique. It follows, then, that the video content you produce for them should also be unique. Otherwise, you’ll miss endless opportunities to drive engagement and increase your video views.

My suggestion? A simple survey. Ask your Facebook followers to describe the video content they like to see on the platform. Then, try your best to make it!

4. Make audio optional

85% of Facebook videos are watched without sound. In part, that’s due to the fact that Facebook mutes videos by default. More impactful, however, is the fact that users are often scrolling through their News Feeds in settings where audio would be disruptive—the back of a lecture hall, the waiting room of an eye doctor, and so on.

In order to reach the widest possible audience—in order to consistently maximize your Facebook video views—it’s essential that your content is comprehensible without sound. Whether you’re providing basic car maintenance tips or demonstrating a product, viewers should have no problem understanding the message you want to communicate. If someone in a waiting room watches the first couple seconds of your video and realizes it’s incomprehensible without sound, they’re simply going to keep on scrolling.

Facebook video with subtitles

Subtitles are practically a must.

If you want to challenge yourself, you can try to tell stories that are easily understandable with nothing but visual images. If you want to take the safer (and probably smarter) route, subtitles are your new best friend.

5. Experiment with a home video aesthetic

Producing videos that are incomprehensible without sound isn’t the only way to lose potential viewers. As some of you may have learned the hard way, many Facebook users are skeptical of content that comes across too … promotional. Although there’s no doubt that a growing number of people like to shop on social media, you must always keep in mind that Facebook is primarily a place for users to connect with friends and consume content.

What I’m trying to say is that banner blindness is not limited to traditional display ads. Just because Facebook users are scrolling through a News Feed rather than a blog post doesn’t mean they’re any less capable of identifying promotional content and moving directly past it.

Facebook video with home-movie aesthetic

Most users would spot this as an ad in a heartbeat.

In some cases, I think the most effective way to increase your Facebook video views is to experiment with a home video aesthetic—i.e., to create videos that require little-to-no budget. Why? Because ordinary people—those who aren’t using Facebook for marketing purposes—are constantly publishing videos that require little to no budget. When you’re scrolling through your News Feed, nothing stands out about a video that appears to have been recorded with a handheld smartphone. And although it seems counterintuitive, creating videos that don’t stand out is often the most effective strategy.

Try to create content that feels native to the Facebook platform; try to be (somewhat) casual. If you can do that, your chances of being perceived as overly promotional will drop dramatically.

6. Always be flexible

What works today isn’t necessarily going to work tomorrow. More specifically, what garners Facebook video views today isn’t necessarily going to garner Facebook video views tomorrow. As such, the longevity of your success depends heavily on your ability to adjust. No matter what, you have to be willing to evaluate your content’s performance and pivot in a new direction.

Enter Creator Studio—Facebook’s free, easy-to-use platform that allows you to upload and evaluate all your video content from one convenient place. As long as you have administrative access to a Facebook page, Creator Studio is yours to explore.

Facebook video views graph

As you’re exploring, you’ll find that the left-hand menu includes a tab labeled Insights. Clicking that tab will open up a drop-down menu, and from there you can navigate to Performance. The Performance page is where you’ll find all kinds of helpful data: total minutes viewed, one-minute video views, three-second video views, engagements, net followers, and so on. Scroll down the page a bit and you’ll see a list of your individual posts titled Top Videos. As you can imagine, the list organizes your library of content from best performing to worst performing. Clicking on an individual post opens up an advanced analytics window—a place to evaluate everything from average watch time to audience retention.

Facebook video views performance stats

I share all of that to say this: Use Creator Studio to your advantage. Investigate your best and worst posts to find out what works and what doesn’t. Your flexibility will be rewarded with improved performance over time; among other things, that means more video views.

3 examples to help you earn more video views

Before we go our separate ways, let’s take a look at three real-world examples of (what I consider to be) effective Facebook videos.

1. HellthyJunkFood

Watch the full video here.

This example from HellthyJunkFood—an unconventional web-based cooking show hosted by J.P. Lambiase and Julia Goolia (a real name, believe it or not)—checks two major boxes: It’s easy to enjoy without audio and it provides clear value to its viewers. Thanks to the duo’s sparing use of subtitles, you don’t need to hear what they’re saying in order to understand what’s going on. Plus, everyone who watches the video walks away with a much better idea of how to make homemade donuts. Talk about value!

2. Sebastian Robeck

Watch the full video here.

This is an ad from Sebastian Robeck, a digital marketer who helps agencies grow their client bases. With this simple promo for his free training, he’s managed to check four of my boxes: It’s easy to understand without audio, it’s made specifically for Facebook, it provides clear value to its viewers, AND it uses a home video aesthetic. Once again, subtitles eliminate the need for audio. Because it’s made specifically for Facebook, Robeck is able to speak to a very defined audience. Value comes in the form of free knowledge, and the casual aesthetic allows the video to blend seamlessly into users’ News Feeds.

3. University of Massachusetts Amherst

Watch the full video here.

Finally, we have an example from my beloved alma mater, the University of Massachusetts Amherst. This 60-second video is a funny, effective promo for New2U, the university’s annual end-of-summer sale that allows returning students to stock up on used dorm room essentials for incredibly good prices. Like our two previous examples, it checks multiple boxes: It’s easy to understand without audio, it’s made specifically for Facebook, AND it provides clear value to its viewers. At this point, the utility of subtitles is abundantly clear. Like Sebastian Robeck, the marketers at UMass understand the power of content that’s tailor-made for a specific audience. And of course, value comes in the form of discounted dorm room essentials. If this were your first exposure to the university’s Facebook page, it’d give you a strong incentive to come back for more content: This is the place to find out about can’t-miss events!



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Facebook Posts
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Facebook Posts The Best Times & Days

facebook posts

Its very Important your Facebook Posts are Timed Correctly .Facebook is by far the largest Social Network on the Planet.With over 1 Billion Active Users .Facebook posts are shared in the Millions Every minute.

The user stat’s are mind blowing.That’s why it is very important to use Social media to amplify the great content you’re creating.

But it isn’t good enough to just post content to social media sites whenever you feel like it. Some times are better than others.

Insuring your Great Content is Published at the right time & day is essential as you actually want people to see your post ,comment,like or share to gain Greater Exposure for your Business or Brand.

If you post your content at the wrong time their is a High chance that it will largely be unseen by your target audience. With millions of post’s generated every minute on Facebook it’s very easy togo missin

The Best times to make your posts on Social media depend on a variety of Factors .Below we have listed the Main Factors you should think about before publishing your post.

  • What Platform are you making your post on i.e Facebook,Twitter,Instagram Etc.
  • The Geographic Location and time zones of the Countries you want to Reach.Their is no point making a post for the USA audience when it’s  4 am in the morning their.
  • Your Goals ? Are you after Clicks, Shares or Likes.
  • How your Target Audience interacts with your chosen platform .For Example The Great Photo sharing site Instagram gets 4 x times more interaction from users than Twitter & Facebook users combined.

Facebook users log on at Home & Work from Multiple Devices ,Including Desk Top, Mobile & Tablets.When they are at work they will most likely log on while they are on their lunch Breaks or while commuting to and from work.

Best times to Make Facebook Posts :

So let’s take a Closer look at the Best times to Post.
Monday’s & Tuesdays are always busy days so the Best times to catch your audience are between 1 – 3 Pm.
Best times to post on Wednesdays are between 3-4 Pm.
Thursdays & Fridays are bit more Relaxed than other days so it’s a Good  to post between 1-4 Pm.
Many people will sleep in on the weekend so the Best times to post are between 12 -1 Pm.

Thanks for Reading

www.growthhakka.co.uk

 

 

Market Research to reach a Digital Audience
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How to Target your Cyber Audience

An entrepreneur will attempt to achieve a variety of targets before selling a new product. Central to the process is market research, who will use it and how will this affect advertising campaigns? Once this is under their belt how and where will you approach your chosen audience? Thorough research is of upmost importance and desirability when structuring an effective marketing strategy, but its high cost (often a figure ranging from $2500) often detracts startups from performing the necessary amount.

Where to find your target audience

The question is: how much does this process differ with a product that isn’t so tangible? And the answer I guess is not so much. If you’re marketing a website, you can definitely cut the costs and approach research differently but the fundamental ideology should remain consistent. You still need an understanding of your target market to pinpoint how and where you will be reaching them online. Here are some points to focus on:

  • Give a very general description of your audience, whether this is dependent on age, occupation etc.
  • Expand on this to find your audience’s interests. Through social media extract what is being shared, read and viewed and which channels are being used to do so.
  • This previous step will give you hints on where and what to advertise. Build on content that is relevant to both you and your audience and post it regularly on the social media channels where potential readers gravitate. With this link you are likely to create content that will attract, appeal and stand out amongst competitors. Maintain this connection by regular posts and new concepts.
  • Finally reaching your audience is largely dependent on your website’s layout and the nature of your landing page. It needs to be easily navigable and professional looking, if it doesn’t look legitimate, readers won’t think the content is either.
  • Above this, my priority would be ensuring a webpage is mobile friendly. 64% of American adults now own a smart phone compared to 35% in 2011. I am constantly frustrated by webpages that leave me scrolling in both directions on my phone to retrieve the information I’m looking for, and even more so when some logo obstructs half the article. We live in a lazy but fast paced generation and fitting into it is key. With a source of information quite literally at our fingertips we have no patience for complex sites. Don’t forget that the typical individual on their phone is not looking for dense text but for a short concise answer. So remember stay fast paced, mobile friendly and to the point.

Market research is at the heart of reaching a cyber audience. Analyze their virtual behaviour to manipulate your content and marketing strategy. Once this is found and maintained, keep fast-paced and contemporary; the more you understand the needs and wants of your target audience, the closer you will get to the bullseye of going viral.