Copywriting for social media is an important part of your digital marketing strategy. Beyond product visuals, video, graphic design, and brand aesthetics, copy is what compels your followers to action. Whether you’re building your email list, directing your followers to your website, boosting engagement, or selling a product or service, your copywriting is what will move users along their customer journey.
Wondering how to better leverage your copywriting for social media? Here are some tips to get you going.
1. Lead With The Main Idea…Or A Compelling Teaser.
When you consider copywriting for social media, the name of the game is getting your main idea in front of your followers. They’re busy scrolling, so you’ll need to snag their attention. In some cases, a strong and compelling teaser does the trick–but you’ll often need to start out with the lede in front.
Adjust your copy according to the platform and format where you’ll be posting it. Some platforms, such as Facebook and Instagram, allow for fairly long captions. Others, like Twitter, demand shorter copy. (If you’re wondering about character count limits on each social media platform, here’s a guide.)
Take a look at how your posts will be structured, which lines of copy your readers will see first, and how much space you have to squeeze in your main idea before a follower has to click into the post. Consider what your audience will see first: a standard line or two of text before the cutoff? An ad headline?
Anticipating your post’s structure will help you construct the most compelling copy for your audience. If appropriate, you might decide to place your featured copy on an image or in a video, and use your caption to call attention to and support it.
Here’s a great example from Apple’s Twitter account. The caption leads with the main idea, and the attached link builds on the idea that working on a Mac machine is good for business teams of all sizes.
2. Ask Open-Ended Questions.
Asking questions in your copywriting for social media is a great way to get your followers engaged with your posts. Ask them questions they’ll get excited about answering. People like to share about their experiences and the things they love, so consider incorporating those questions as they relate to your brand.
Take a look at how Iron and Ink Designs led with a question in the following post. “Bookish candles” are popular in the Bookstagram community, so it’s a question that’s sure to get some good engagement.
You can ask your followers what they want to know about you and your brand. Be sure to respond to their answers when possible. If you have a team, delegate engagement to a team member to ensure you have eyes on the comments section.
3. Evoke Emotion.
Depending on your brand and your audience, you’ll want to evoke specific emotions through your copywriting for social media. The emotions you want to stir often depend on the kind of experience you want your followers to have when they encounter your brand. Do you aim to entertain, inspire, or deeply affect your audience?
Consider the desired outcome before you write your copy. That’s what Mixtus Media did in the following Instagram post.
The agency specializes in book marketing for authors, and they shared this inspirational (curated) post for writers who are working to find an agent or publishing deal, but find themselves struggling. Also note that they made sure the main idea would show up for readers before the line break.
4. Incorporate Hashtags.
On certain social media platforms, hashtags help get more eyes on your content. In particular, Instagram and Twitter utilize hashtags for greater reach. Adjust your hashtag strategy depending on which platform you’re using. For example, Instagram allows users to incorporate up to 30 hashtags per post. Twitter’s hashtags are useful for following along with trending topics and conversations.
Do some preliminary hashtag research before you dive in to ensure you’re landing on hashtags that will actually help boost your post reach. Consider creating unique branded hashtags for your business, but research those first to make sure no one else is using them. Custom hashtags that are specific to product launches or seasonal marketing can help get your social media content in front of more people.
5. Post A Mix of Sales Copy, Curated Content, And Engaging Content.
Copywriting for social media should serve a variety of purposes. For example, you don’t want to post the same types of content, in the same rhythm, all the time. Don’t be afraid to shake things up by sharing engaging content, curated content (that includes your insights!), and a bit of sales copy, too.
If you sell products or services, some posts should be straightforward sales posts that direct your followers to your offer. Other posts should be your own content, or curated content, that’s meant to educate or engage your target audience. Include clear calls to action (CTA) on every post, no matter what the end goal is–whether you want the user to click through to an article or a product page.
Marketing gurus Andrew and Pete do an excellent job of engaging their audience through entertaining, energetic content and copy. Check out this post directing their followers to their latest podcast episode:
The guys grab your attention from the beginning, with a hooky, suspenseful intro that transitions into empathy (“We feel your pain!”), then showcases the benefits of their upcoming episode. Finally, they share the exact results you can expect, along with a clear CTA.
6. Be Conversational.
For the most part, social media copywriting should not be too formal. The primary purpose of social media is to connect with other humans in a digital environment. Remember, you’re having a conversation, so shoot for copywriting that comes across as friendly, relatable, and informative.
There is a post from a business and leadership consultant on Facebook. She leads with a hard-hitting, emotional topic that everyone can relate to: shame. Then, she builds on ways her audience can overcome it, creating a safe space for her followers to share their experiences. Again, here’s a great example of a post that leads with the main idea before building on it.
Keep your brand voice in mind as you build a relationship with your audience. Your exact tone can range from casual and pithy to a bit more businesslike, depending on your brand. The main idea is to remain open and approachable, because your ultimate goal here is to connect with your followers and build trust.
7. Maintain A Consistent Voice Cross-Platform.
Building a strong online presence is dependent on keeping your brand voice consistent. A consistent brand experience extends beyond graphics and visuals, all the way through to your copywriting for social media.
I like to think of brand voice copywriting as “staying in character,” much like an actress needs to maintain an unbroken and consistent performance as whoever she’s portraying. If you’re struggling to nail that brand voice, take a few minutes to get reacquainted with your established voice and the “character” of your brand. Audit your platforms from time to time to ensure you’re providing that consistent delivery.
Are you having trouble with those pesky Facebook banner dimensions? Is your banner or cover photo just not looking right? We’ve got you covered.
Your Facebook cover photo says a lot about your brand. For a business to thrive online and have a social presence, it needs a good looking Facebook Page. No matter if it’s a neighborhood lunch spot or an international conglomerate. Your Facebook page needs to look inviting and recognizable when a client visits and the first thing they see is the cover photo or banner at the top. Getting the banner to look perfect takes a little bit of work and the right kind of attitude.
If you have ever created your own Facebook banner or cover photo you will have noticed that it doesn’t look the same on desktop and mobile. The sides get cut off on mobile, taking important visuals or words along with it. In this article, we will look at the best practices for getting the perfect Facebook cover photo every single time. Additionally, we will look at mistakes to avoid and things to never forget when designing your Facebook banner.
Facebook Banner Dimensions for a Perfect Fit
The most important thing to remember when creating a Facebook banner or cover photo is the way the size changes from mobile to desktop. In the image below you can see different sections around the main space called the “SAFE AREA.” It’s in this area where all important information should be placed, that way it shows up on both desktop and mobile.
The official size for a Facebook banner or cover photo is 820px by 360px. If you have created one before, you might have noticed that sometimes, Facebook makes your perfect image look blurry. That’s why we like to use a larger graphic with the same aspect ratio. The aspect ratio of an 820px by 360px graphic is 2.28, so to be sure that it looks perfect when you upload, you can create it at 1230px by 540px.
Common Mistakes to Avoid
It’s easy to make silly mistakes when creating a Facebook banner. Unfortunately, these seemingly tiny mistakes can really make a difference when it comes to how people react to your Facebook cover photo. Let’s look at some of the most common mistakes you should avoid when making a Facebook banner or cover photo for your business.
Too Much Text
The old rule of “no more than 20% text” isn’t an enforced rule on Facebook cover photos anymore. Nevertheless, you should still try and keep the text to a minimum. Be mindful of the number of words you use, but mostly how much space they fill up in the Safe Area. Use only the words which are completely necessary to send a message.
Too Much Clutter
Just how you can mistakenly fill up space with too much text, it can also happen with a combination of text and visuals. Restrain from making your Facebook cover photo way too cluttered. There is no need to put tons of things in your Facebook Banner, it just has to look good. If you are promoting a specific sale or offer, only add the most important information and let the CTA button do the rest of the work.
Unappealing Color Combination
Ugly color combinations are instant visual repellents. Try not to use random colors in the graphics for your Facebook cover photo. Your best bet is to either use your brand colors or to find some appealing color palettes on Colorhunt. Simply copy and paste the hex codes from the color palette you chose to your graphics editors. If you are using a photograph, sample some colors from the image to colorize text. For visual graphic styled Facebook banners, stick to no more than three or four colors at a time.
Too Little Too Late
Another terrible mistake is to change your holiday banner at the wrong time. A good rule of thumb is to change your holiday-themed Facebook cover photo a week two before the actual holiday. If you sell products online, then you have to be especially aware of upcoming holidays so that you can promote your sales with enough time.
Best Practices For Your Brand
Now that we’ve seen the most common mistakes which you should avoid at all costs, it’s time to look at what you should always be doing. As long as you follow certain parameters, your Facebook cover photo will work for you and your brand.
Stay on Brand with Colors, Fonts, and Message
As a brand, it’s your responsibility to stay consistent from the web to social media and beyond. Your brand style guide should be the first point of reference when creating a new Facebook banner or cover photo. Use your branded colors and branded fonts. Maintain the message and the feel of your brand at all costs. Take a cue from the Nike Facebook Page, they visualize their brand with their trademark slogan; Just Do It.
Use a Focal Point to Bring Attention to The CTA Page Button
Before we look at adding a focal point for the Page button, let’s make sure you know what it is. Underneath the banner is your trusty CTA Page button. You can change it according to what you want it to do, from ‘shop now’ to ‘learn more’ and a bunch of other options. If you haven’t customized this button yet, it will say ‘Add Page Button.’ Click on it to add whichever option suits your company best.
To customize an existing CTA Page button, hover over it and a little edit pencil will show up. Click on the pencil and choose ‘edit button.’
Now that you know the power of this little button, it’s time to call some attention to it. Add a little something on the bottom right corner which will grab the viewer’s attention. The folks at Superfly added a black rectangle with their website URL right above the buttons. They don’t expect you to copy that URL and paste into your browser! You just have to click the Shop Now button. You can achieve a focal point to the button in different ways, with photography, graphics, and even arrows!
Use High-Quality Images Which You Have Rights to
Always use photography which you have the rights to use. Not only does it follow Facebook’s guidelines, but it’s also common sense. Please don’t use imagery which you found online and simply pasted into your banner, this can get you in trouble! Use stock photography which you have paid for or free stock images from sites like Unsplash. Better yet, use your own photographs of your own products! The Pepsi Facebook banner below is a great example.
Try Using a Video Instead of a Photo or Graphic
Why not try a video instead of an image? The process to upload a video to your banner is the same as adding an image, just follow the same size guidelines. Make sure all important movement in the video is inside the ‘Safe Area’ and it’s ready to go.
Add a Description with Links and Pin a Relevant Image to The Top of Your Page
Last but not least, when you upload a new Facebook cover photo or banner, always add a description with relevant links. These will not be obvious at first glance, but when someone clicks on the image they will be able to see all the information you added. For example, the current banner for Starbucks is about the Born This Way Foundation and once you click on the banner, you see all the links and tags related to it.
Likewise, Starbucks also has a pinned image to the top of their page which gives a lot more information about the foundation in an animated GIF. What this technique does, is create a full-scale effect for your Facebook Page. When someone lands on it, they can see your three important visuals; the logo, the cover photo, and the pinned image. If everything is optimized, along with the page button, they have plenty of choices to interact.
Having an optimized Facebook page these days is not that hard. Use the Facebook banner dimensions template above to help you create the perfect cover photo. Avoid common mistakes and follow the best practices to create a Facebook banner, and you will have a great looking cover photo in no time! Remember to customize your page button and don’t forget to upload your graphic with a relevant description.
Who would have thought, back in October 2010, that Instagram would become the platform that completely changed the way we socialize, shop and interact in 2019. And this is true for both personal accounts and brands.
Now, more than ever before, Instagram is an integral resource to many influencers and businesses. It has the ability to spread a wide reach and influence billions. On top of that, eCommerce business owners are able to unleash the potential of their goods through new features that were announced at Facebook’s F8 conference earlier in May 2019.
In order to make sure you’re up-to-date with the trendiest platform, here are eight new Instagram features to watch out for in 2019.
01. Shoppable tags
This update is mainly geared towards social media influencers (both micro and macro). Known by Instagram as ‘Creators,’ these influencers are used by brands to promote either products or services. Now, these Creators are able to a linked ‘tag’ a product or brand within their post. Thus, by simply tapping on the tag (that displays the name and the price of the article), viewers are redirected to the product’s or service’s page within the brand’s website.
This feature enables a smoother process for browsers to discover what brands or influencers have on offer, along with a better optimization of the conversion process for the announcers.
02. Shop within Instagram
Instagram is perfect for displaying and talking about products or services. But when it comes down to actually closing the circle and buying whatever is being advertised, users have to eventually leave the app to complete the process. Well, not anymore.
Starting with a few selected accounts, Instagram has now released an in-app checkout feature. Previously, influencers had no real way of directly selling to their followers. They could talk about a product in the description of a post and prompt visitors to either click the link in their bio or swipe up on Instagram Stories. This new Instagram feature is a game-changer for influencers. Not only can they show off the brands they represent, but they can also act as a salesperson and drive purchases directly within Instagram.
03. Sharing feed posts in Stories
The platform has (finally) found a solution to sharing content from feed posts into Stories. This is excellent news for brands and small businesses. Imagine you’re an eCommerce store owner selling sunglasses. A customer has bought your glasses and posted a picture of themselves wearing your latest summer accessory. In the description they give a quick word of praise about your brand and tag you in the post. Now, you as the eCom store owner, can utilize this valuable UGC (user-generated content) and directly share that post to your Instagram Stories.
Here’s how to share a feed post to your Stories:
Tap the airplane button below the post (like you would if you wanted to send the post via DM).
Select the ‘Create a story with the post’ option.
Tap it to see the feed post as a sticker with a customized background color that matches the original post. You can then add more features or text to the post if you wish.
All posts that are shared via Stories include a link back to the original post and also state the poster’s name. It’s a great way to show off your clients and further spread the word about your booming business.
04. Interactive stickers in Stories
Users can now add quiz stickers in their Stories. This allows them to ask a question and give multiple choice answers to the viewers. Game players will be able to see if they are wrong or right and brands will be able to see responses in real time.
This feature is an excellent way to interact with your visitors as well as promote your service or product. Questions can be easy and fun or something brand specific. Let’s say you’re a skin care brand – you can ask which ingredient is best for anti-aging. After you reveal the answer, continue with the same train of thought by explaining the formula and showing off your products that include that specific ingredient.
05. New camera design
The selfie-era is here to stay. How do we know this? By Instagram’s upgraded camera design called ‘Create Mode.’ The new camera includes a semicircular mode switcher that makes it easy to find and use the fun filters we all know and love. The main idea behind this update is to make it easier for users to share content without the need for a photo or video. Following the theme of interactivity, users can also add text, stickers and questions to their front facing camera creation.
06. Donation sticker
Considering the amount of people who use Instagram, it’s no surprise that crowdfunding has made its way into the social channel. With the donation sticker feature, you can now raise money for nonprofits straight from within the app.
To get started:
Open up ‘Stories’.
Take or select a picture from your camera roll.
From the stickers selection, choose ‘Donation.’
You can customize the sticker using Instagram Stories’ creative tools.
After it’s live, you can swipe up to see the total amount of people that have donated. Important to note: 100% of the money you raise will go directly to the nonprofit of your choice.
07. Creator profile
In the same way that Facebook released a Facebook business page option, Instagram is now following suite. Insta’s version will be referred to as a ‘Creator profile.’ It’s an influencer’s dream as the profile will give businesses access to an array of insights and in-depth analytics. Some of these include: engagement stats, knowing when your audience is online, and detailed demographic information.
The creator profile also enables businesses or influencers to have access to specific data which shows who followed or unfollowed them as a result of their shared content. The specialized profile allows for DM (direct message) filtering options. Now, creators can rank messages in order of relevance (messages from family, friends or other brands). More control comes with being able to set your preferred method of contact – that could be email, text, call or DM.
However, much like the coveted ‘swipe up’ feature, the creator profile is said to be reserved for accounts with a following of 10K or more.
08. Hiding ‘like’ count
In an effort for influencers and creators to combat a ‘pressurized environment’ according to Adam Mosseri of Facebook, Instagram is testing out the notion of doing away with showing how many ‘likes’ a picture has. The owner of the image will have a total number, but browsers will only be able to see a list of who has liked the image.
The ‘hiding’ of comments seems to be a way to make Instagram a more authentic place where users can connect to their followers without the added pressure of competitiveness. For now, the feature is still in the trial phase. It will be interesting to see how people feel about not being able to ‘judge’ an image based on its ‘like’ success.
A podcast is a mix of traditional radio format and 2.0 recording technology, all of which is animated by strong values from the Internet and the free-culture movement. Not only are they great alternatives to video if you’re not looking to become a YouTube star, but they are also a great way to engage with your audience. The idea of starting a podcast, a (mostly) audio-only online broadcast, may seem like a novel idea but that might not be the case. While it was in 2004 that the Internet (or the world?) saw the release of the first podcast, since then, they’ve seen a bit of a resurgence. Today, they are a great alternative to a blog if you’d rather vocalize your opinion, well, vocally instead of attempting to become the next Hemingway in a series of blog entries. While they take a bit more work than writing a post, they’re easier for the audience to digest, as they can passively engage by listening to a podcast just about anywhere.
Before you press the record button and publish your podcast to iTunes or your own website, there are a few things to take into account. Check out our step-by-step guide on how to start a podcast:
01. Define your goals
Before you jump into your (makeshift) recording studio, you should be 100% aware of what you’re getting yourself into. The first thing you need to do? Define the goal behind your podcast and go from there. This can be as simple as “I want to entertain” or “I want to inform”. It doesn’t matter as long as you’re passionate about the topic. Take the plunge and do it. Once your ultimate aim is established, you can always go back to it when questioning something along the way: “Does this action help build towards my goal?”
This is also the time to make important strategic decisions, including the primary topics you’ll be covering on your podcast so that your audience knows roughly what to expect when tuning in, as well as the frequency, schedule, and structure of your episodes. If you have a partner or co-host for your podcast, define your roles early as to what will be expected from each of you. For example, one of you is in charge of editing the audio for the podcast and posting it, and the other is responsible for any and all graphic work needed for the episodes. And both of you pitch in to the management of your social media accounts. The earlier you set these goals, the better.
02. Accept hard truths
Creating your own podcast is going to be a lot of fun, especially if you have a passion for the subject you’re covering. That said, you will need to face certain facts that are unavoidable. These hard truths are just something you’ll need to live with in order to move forward, but should in no way discourage you. Here are a couple of examples of what to expect:
Sorry, but there’s more than likely multiple podcasts like yours and you will likely be covering the exact same thing in many cases in certain episodes. Still, the podcast world doesn’t have your personal opinion and/or spin on it, so be sure to give it your best!
Do it for fun, not for fame. You will end up being disappointed if you’re constantly looking to get a “big break” from one of your episodes. As long as you continue to love creating your podcast, you’ve already won.
It will become a job of it’s own and you won’t want to do it sometimes, but you’ll have to. It’s like going to the gym: You don’t have to, but you know you should.
03. Get equipped
Just like most ventures, you more than likely don’t have everything you need to start your own podcast, and even if you think you do, you probably don’t. Yes, it’s true that all you technically need is something to talk about and a recording device, but if you want to take your podcast seriously you’re going to need to invest in some basic equipment. Namely, a microphone and a way to record, mix and edit audio.
Check check, one two: The type of microphone you purchase will largely depend on how you actually capture your audio but USB microphones are abundant in both availability and price ranges. Note: Go slightly above your budget when buying a microphone. Increasing your allocation by $50 or even $25 can get you a surprisingly nicer microphone, especially if it’s your first one.
Recording: Once you’ve settled on a microphone, you will, as mentioned above, need to figure out how you will be recording your audio. There are various ways to achieve this, but one of the easiest is to record directly to your computer using recording software. There are many free options available and most computers ship with (super basic) audio recording programs.
Editing time: After you’ve recorded your audio tracks, you’ll need to find software to edit it to make it sound good. This includes adding multiple tracks together if you have more than one person talking, taking out pauses, silence, adding sound effects and adding background music. There are plenty of softwares you can choose from, but if you’re looking for a robust and free editing software to get you where you need to go, give Audacity a try. When it comes to adding music and sound effects, don’t think you can just throw whatever you want into the tracks. Well, actually, you can, but don’t be surprised if you get hit with a copyright infringement claim. Like stock images, you want to make sure that you either have the appropriate license to use the audio or you’re using royalty free tracks. One of the best resources to find free music is YouTube. Its Sound Library hosts a ton of music for its creators to add to their videos, but it’s also royalty free music, so it can be used anywhere. In addition to this, there are several artists that post their own music to be used for free as long as you credit their work.
Find a podcast host: After you’ve recorded and edited your podcast, you’ll need to upload it somewhere and yes, after a handful of episodes, you’ll probably need to pay. There’s no short supply of options to choose from, but do your research before you settle on one.
04. Stick to your schedule – and plan for your laziness
This sounds like an easy one, but it can be hard. Even if your podcast is simply a hobby, there will still be times you don’t want to do it. A last minute invite to a friend’s pool or to check out that new museum exhibit will pop up at the exact time you were planning to record your next episode. Don’t worry, though. There are ways around it, but you’ll need to plan ahead:
Let’s say you release your podcast every Tuesday morning, try not to record on Monday night unless you like that type of stress impressed upon you. Allowing yourself some breathing room between recording and editing can give you a different perspective on how it went and that “thing” you wanted to cut out may be worth keeping after all. Like an artist struggling with a painting, sometimes you need to come back with “fresh ears.”
When recording, you want to try to keep your episodes in the same time range. The sweet spot is usually 40 minutes to an hour. No matter how long you decide to make your episodes, keeping them the time length can helps build expectations for your listeners, so don’t have a one hour episode one week and follow it up with a 20 minute episode the following week.
In order to stay on track, it’s a good idea to have an outline of what you will be discussing on the episode you’re recording. This is essential to stay on topic and away from tangents. However, we’d advise against fully scripting each episode. No one wants to hear you read to them, unless that indeed is the subject of your podcast.
It may take a while, but there will come a time where you “literally just can’t even” with your podcast because you’re too lazy. That’s okay! But have a plan for days like this by pre-recording evergreen episodes. While organizing a second recording session sounds like a pain, especially if you have co-hosts, it’s worth the extra effort. I promise you, you will thank yourself later.
05. Push your podcast on social networks like crazy
You may not have realized it, but you may spend more time on social media than recording your podcast, and for good reason. If you have a weekly podcast, you have one day a week that your listeners will dedicate their attention to you because it’s technically all you’re allowing. By sharing your own original content and relevant content from others on your social channels, you can stay in the game all of the other days that you don’t have a new episode to launch. Obviously, social media is a great platform to push your brand but also to find your audience and interact with fans. Do not skimp on this part. This is where you’ll be when you’re not recording, editing, or uploading your latest episode.
06. Submit your podcast everywhere
When you first start setting up your podcast online with your host, you will receive a podcast feed URL. In order to submit your podcast to different directories like iTunes, Google Play or SoundCloud, for the most part, you’ll just need to fill out a form with your podcast name, website, and feed URL. Some submissions have a little extra work, so if you’re stuck, simply Google “How to submit podcast to X” and you’ll more than likely find your answer you’re looking for. Even if you’ve never heard of the podcast directory or don’t think it’s worth your time, think again. You’re looking for exposure with your podcast, so cast a wide net.
07. Showcase your podcast with a stunning website
While it’s definitely a good feeling to be able to search iTunes and have your very own podcast pop up, nothing really beats a dedicated website showing off what your podcast and the people behind it are all about. Not only can you link your podcast to any and all of the places people can listen, but so much more. Your website is your own and you won’t be bound by the styling of of iTunes or Google Play or wherever it can be found. Your website is also where you can share a little bit about yourself and the other hosts, just in case your fans want to know more about you or your team. It also provides a seamless way for potential business opportunities to get in touch with you by creating a designated contact page. Something you won’t find on your podcast directory listing. Think of your website as an extension of your brand. A place to display your logo and all of your other branding elements.
Instagram is a photo-sharing social media platform that was created in 2010 and bought by Facebook in 2012 for $1 billion. With more than 500 million people using it daily, Instagram is a growing social media platform that businesses shouldn’t be afraid to use.
Between posts, ads and stories, there is no shortage of potential marketing tools on Instagram. Here is everything you should know about using this social media platform to market your business.
Creating a business Instagram account
Although it can be viewed on a desktop, Instagram is primarily a mobile app. When you sign up, you’ll want to convert your brand’s Instagram profile to a business account to access analytics.
To do this, you’ll need to connect the account with your business’s Facebook page by following the in-app prompts from the Switch to Business Profile option under Settings.
Once your Instagram account is created, you can go to the Profile tab and edit or add your name, username, profile picture, website and a short biography.
The primary purpose of Instagram is sharing photos, which are added to your profile and your followers’ timelines. To add a new photo, tap the add (camera) button on the bottom of your screen. You can either take a new photo, record a short video or select one from your camera roll.
Next, you’ll be taken to a screen with multiple options, including Instagram’s filters and an edit button. Once you’ve edited the photo to your liking, click Next. Then you can write a caption, add a location, tag people and share it on other social media platforms. You also have the option to turn off comments (at the bottom of the Advanced Settings page).
Now that you know how to create a profile and post photos, here’s how to promote your business on Instagram.
1. Use Instagram Stories.
Instagram Stories are photos and videos that disappear 24 hours after they’re posted. Instagram provides a lot of tools that make it easy to create engaging and creative stories.
“Small businesses should leverage Instagram Stories to market their products and services, getting their messages to followers that otherwise might not see regular Instagram posts in their feed because of the latest updates to the algorithm,” said Laura Kenat, content coordinator at Jo Chicago.
You can add normal photos, live videos, boomerangs (mini videos that loop back and forth), basic text, music and focused photos to your story. Once you record your video or take a picture, you can add stickers such as your location, tags for other users and hashtags to your content.
There are also stickers like polls, questions and sliding bars that allow you to directly interact with your users. Another way you can draw attention to your brand or specific product is with Stories Highlights, which is like a highlight reel. Stories Highlights are on your profile above your post and stay on your profile until you remove them.
2. Use live videos.
In addition to Instagram Stories, users can take and stream live video that disappears – sort of like a combination between Facebook Live and Snapchat. You can give customers a live look behind the scenes of interesting aspects of your business, show products or answer live questions through the comments.
Once the video ends, it lives in your Instagram Stories for 24 hours. If you want video that remains on your Instagram feed, you can upload video you’ve taken or shoot video directly through the app to post. If you choose to shoot or upload video, you can still add filters and change the cover. You also have the option of including sound.
3. Interact with other Instagram users.
There are many ways to interact with other users on Instagram. For instance, you can tag other users in your photos or privately message people.
Liking: Liking is a simple way to connect with other users. To like a photo, either double-tap the image or tap the heart button under the post.
Commenting: Next to the like button is a comment button – just tap it, and the app will take you to the comments page for that photo, with a text box where you can enter what you want to say. Hit Post when it’s complete.
Mentioning: As on Twitter, you can use the @ symbol to tag other users in your Instagram comments or post captions.
Tagging: Instagram allows you to add tags before you post an image or video. To do so, tap Tag People before sharing your photo, and then tap where in the photo you’d like to add a tag. The app then prompts you to type in the person’s name to search for their account. Once you’ve tagged other users in your photo and shared the image, other users can tap on the photo to see the people who are tagged.
Direct messaging: To access Instagram Direct, go to the homepage and tap the button in the top right corner. Here, you can send private instant messages, photos and videos to other users. To send a new direct message (DM), tap the + button in the top right corner and select Send Photo or Video, or Send Message. Once you’ve sent the message, you and the recipients can message back and forth. Users who are not already following you will be asked whether they want to allow you to send them photos and videos before they can view your DM.
4. Use hashtags.
Hashtags are a great way to help other users find your content on Instagram. Hashtags can include letters and numbers, but they can’t contain any non-numerical characters. For example, #DaveAndBusters works as a hashtag, but #Dave&Busters does not.
Because users can both search for hashtags and click on hashtags they see in posts in the app, relevant hashtags can be a highly effective tool for getting noticed. However, make sure you’re using the right hashtags for your brand and don’t go overboard.
Hashtags such as #nofilter (a photo that hasn’t been heavily edited with filters), #selfie (a picture of yourself), and #tbt or #throwbackthursday (old photos) are popular on Instagram, but they may not work for you or your brand. It’s a good idea to look at other established brands or even personal users and bloggers in your industry for examples of what hashtags to use.
Instagram allows a maximum of 30 hashtags in a post or comment, but that many would be excessive. The fewer hashtags you can use to get quality responses, the better. Using a lot of popular hashtags might earn you a lot of likes from other users, but it probably won’t increase your following all that much, and the interactions you get will likely not be from people who are interested in your brand but rather those who just saw and liked your image.
Once you understand hashtags, you can branch out and experiment to find which ones work best for your brand. It’s also smart to create a custom hashtag for your business or even an event you’re hosting. This way customers can follow along with an event, even if they aren’t there in person.
5. Advertise on Instagram.
Like on other social channels, businesses have the option to advertise on Instagram. There are three formats for advertising:
Photo ads: These look like regular photo posts, but they have a Sponsored label above the photo. They also have a Learn More button in the bottom right corner under the photo.
Video ads: Like the photo ads, these look like regular video posts, but with a Sponsored label on top.
Carousel ads: These ads look identical to photo ads but feature multiple photos that users can swipe through.
All three ad formats appear in users’ home feeds. These ads support four objectives: video views, click-thrus to your website, mobile app installations and mass awareness.
Instagram tips and tricks
To get the most out of your Instagram account, keep these tips in mind.
Links don’t work in Instagram captions. The only place you can share a working link that takes users to a website is in your profile. Links don’t work in captions or photo comments, so if you’re trying to direct people to a specific webpage, you can change the default link in your bio to that page and note in the caption that the link is in your profile.
Make sure your posts relate to your brand. It can be tempting to share photos of food, fashion and animals because they’re so popular on the platform. But if your business has nothing to do with those things, it could make you look disjointed and confuse your followers. However, if you can find a way to incorporate pictures like these while still making them relevant to your business, it could make your social marketing strategy more successful.
Run giveaways and promotions. Post an image advertising your giveaway, sale or contest, and ask users to repost that image with a specific, custom hashtag to enter. You can then search that hashtag to see who has reposted it and pick a winner. Promotions like this allow your customers and followers to market your brand for you by talking about your promotion on their personal pages, and it drives more people to visit your profile. If you do decide to run a contest or sweepstakes, though, make sure you’re following rules and guidelines.
Respond to other users’ comments. When people comment on your photos, reply to them. Interacting with customers and followers shows that you are paying attention and care about what they say. They’ll be more likely to continue following you and interacting with your pictures if they feel like they matter.
Also, like Facebook, Instagram’s algorithm favors posts and users with high engagement rates. “The platform rewards you for receiving high engagement from your permanent postings and stories,” said Kenat. “High engagement results in your content being placed at the top of follower and hashtag feeds, whether it’s through stories or permanent posts, and gives your consumers a chance to interact with your brand effectively over time.”
Embed Instagram posts on your website. From the desktop version of Instagram, you can get an embed code to add specific images and videos to your company’s website. This shows visitors that you’re active on Instagram and can help you gain more followers. Just select the photo you want to embed, click the ellipsis button in the bottom right corner, and select Embed. This pulls up a box with the embed code and gives you the option to display the caption. From there, copy and paste the code where you want it to go on your website.
Use Instagram influencers to promote your business. Influencers are people who have large followings on Instagram. You can pay influencers to market your products to their followers in a natural way. These sponsored posts typically are subtle and don’t look like ads. This is helpful because people typically hate advertisements.
Share posts directly to your story. In May 2018, Instagram announced a feature that allows users to share posts directly to their stories. With this feature, small businesses can interact with their followers while promoting their product or services. If a client posts a photo of your product, you can share the post directly to your story to highlight the product and your client.
Use polls and other features in your stories. Instagram offers many interactive features that can be used to build online conversations and relationships, said Kenat. “Polls allow you to crowdsource opinions from your audience about your product and services, while geotags, hashtags and tagging allow you to make your brand using relevant trends, places and people to maximize responses from your target audience,” she told Business News Daily.
You can also use Instagram’s interactive questions sticker in Instagram Stories. This feature lets followers submit questions for you to answer. This is a fun and simple way to interact with your followers.
Use IGTV. Launched in June 2018, IGTV is a feature that shows long-form, vertical videos. IGTV is available in a stand-alone app along within Instagram’s app, and each video can be up to an hour long. If you get creative, you can use IGTV to market your business in several ways, including by hosting FAQ sessions and conducting how-to chats.
Use Instagram’s payments feature. In May 2018, Instagram added a payment feature for select users. Even though this feature isn’t available to all users, it could potentially have a big impact for small businesses. With the feature, users would be able to buy things without leaving Instagram. It could also potentially be used to book appointments at restaurants or salons.
How many Facebook Likes does your business Page have? If you’re immersed in social media marketing, you probably know this number off the top of your head.
With more than two billion users, Facebook offers a huge potential audience for your business. But with more than 60 million active Facebook business Pages on the network, there’s also a lot of competition for those all-important Likes.
There’s no getting around it: getting more Likes is a critical part of your Facebook marketing strategy. But you can’t get so focused on Likes that you lose sight of what Facebook is all about.
Getting more Likes requires you to share content that is truly likeable—and engage in ways that make your brand likable, too. You won’t find any underhanded gimmicks in this post. It’s about getting more likes by being a good Facebook citizen and working to create content that has real value for an audience that will provide plenty of value for your brand in return.
Click any of the tips below to jump ahead, or keep scrolling and read the guide in its entirety.
As with any marketing platform, you’ll only get out of Facebook what you put into it. A well-defined, smart Facebook strategy based on your business goals will help you craft a cohesive brand presence on Facebook that speaks to your brand personality and values.
Define your target audience
Your strategy should aim to collect Likes from the followers who have the most potential to bring value to your business through regular engagement, rather than one-off Likes from online passers-by. Defining your audience personas can be a great place to start. After all, you need to know who you’re talking to in order to use the right tools and tone, rather than trying to appeal to all two billion Facebook users.
Research the competition
Keeping an eye on what key competitors are up to will help you spot techniques that work, and that don’t, so you can model the competition’s success while avoiding their missteps. You’ll also start to get a sense of how many Facebook Likes you can aim for—both for your Page and for individual posts.
Social listening is a great research strategy that can help you gather information about both your target audience and your competition.
Simply aiming for “more Likes” is not really a great Facebook marketing goal—how will you know when you’ve achieved it? Instead, you should create goals based on S.M.A.R.T. principles, meaning they’re specific, measurable, attainable, realistic, and timely.
This allows you to circle back on a regular basis to see whether you’re meeting your targets, and either celebrate your success and develop new stretch goals, or consider strategic shifts to get you back on track.
2. Craft a great Page
This may sound obvious, but sometimes the most important points can be easy to overlook: If you want to collect Likes, you’ve got to have a great Page and consistently great posts. Your Facebook Page is made up of many parts, and it’s important to make sure they are all complete, professional, and on-brand. Here are some key components to consider.
Use all elements of the About section
The About section of your Facebook Page allows you to provide key business details to people who are scanning for specific information. In addition to your contact information, you can add the date your business was founded, provide a company overview, or even add a list of brand milestones.
All of this information helps build your credibility and convince potential followers that your Page is worthy of a Like. It also helps you appear in searches outside of Facebook, directing users to your Page when they’re using search engines to look for information about your product or business.
Visit California uses their About section to tell the story of travel in the state, and manages to get a number of important keywords into their Story section without keyword stuffing.
Facebook also views a Page with a complete profile as more credible, which gives you an advantage in the Facebook algorithm (more on that below) and will help ensure more people see your posts.
Choose compelling cover and profile photos
Your profile and cover photos create the first visual impression of your business on Facebook, so it’s important to choose wisely. Your logo is usually the best choice for your profile photo, but you can get quite creative with your cover photo selection.
Put some thought into how you can convey what your business is all about in one compelling image. Do you have a great-looking product you can feature? Maybe you want to showcase a photo of your friendly team. Whatever you choose, make sure it captures the essence of your brand so potential followers have reason to dive into your Page content.
Iced tea might not be the most exciting product, but Nestea does a great job of making both their Page and their product look appealing with a compelling cover image.
In terms of the technical details, your profile photo displays on your Page as 170 x 170 pixels on computers and 128 x 128 pixels on smartphones. You cover photo displays on your Page at 820 pixels x 312 pixels on computers and 640 pixels by 340 pixels on smartphones. Facebook recommends you use a cover photo that’s 851 x 315 pixels and less than 100KB.
A newer and more dynamic option for business Pages is to use a cover video instead of a cover photo. Your cover video can be up to 20 seconds long, and has the same dimensions as a cover photo.
Pin a top-performing post
If you have a post that’s garnering a particularly high number of Likes, you can pin it to maximize its lifespan. When you choose to pin a post, it remains at the top of your Page, so people see it before any of your other posts. You can change your pinned post as often as you like, so make sure to keep it fresh, always featuring your best-performing content in this high-visibility location.
3. Make your Facebook Page easy to find
This is a simple concept that deserves repeating: people can’t like your Facebook Page if they can’t find it. Here are some things you can do to increase your visibility.
Choose an easy-to-discover Page name
People looking for your brand on Facebook will be searching for your brand name. Keep things simple and make it easy for them to find you by using your brand name as your Page name. Don’t add unnecessary keywords—these will just make your Page look spammy rather than like a legitimate business presence for your brand.
Select a memorable and consistent username
Your username—sometimes called a vanity URL—appears in your brand’s Facebook Page web address. A username that’s consistent with your handle on other social channels will make it easier for people who already follow you elsewhere to track you down on Facebook. Like your Page name, your username should be closely related to the name of your business.
Add Facebook follow and Like buttons to your website or blog
Someone who has just discovered a valuable tip or strategy on your website or blog is primed to want to hear more from you. Make it easy for them to connect with you on Facebook by adding Facebook follow and Like buttons to your site, like these:
Embed a Facebook Post on your website or blog
This option provides even more visibility for your Facebook Page on your website or blog. Rather than a simple button, you can embed an entire post by copy and pasting some simple code. Just navigate to the post you want to embed, click the three dots in the top right corner, and click Embed. Then copy and paste the code into your HTML. Here’s an example from the Hootsuite Facebook Page:
Any visitors who click on your embedded post to learn more will be taken to the post as it appears on your Facebook Page, creating an opportunity for a new Page Like. And viewers can like the post itself directly from the embedded post, without leaving your website or blog.
Include a link to your Facebook Page in your newsletter or email signature
The people you already communicate with through channels like email or an opt-in newsletter are a great potential audience for your Facebook Page. Make sure it’s easy for them to find and connect with you by including links to your Facebook Page in all of your electronic communications.
Cross-promote your Facebook page on other social channels
Take advantage of the following you’ve built on other social channels by cross-promoting your Facebook content. Don’t just post a link to your Facebook Page and ask people to follow you. Instead, choose a great piece of Facebook-specific content—like an infographic or short video—to promote so that you can highlight the value of your Facebook Page, rather than just letting people know it exists.
Aim for shares
Shared Facebook posts increase your organic reach, giving you a better chance of getting more facebook Likes. A share also indicates that someone felt strongly enough about your content that they were motivated to share it with their personal network, giving you additional credibility with an audience that may not already be familiar with your brand.
Invite existing contacts and employees to like your Facebook page
Facebook makes it easy to invite personal Facebook connections to like your business Page, but be careful about how you use this feature. Simply sending out mass invites is more likely to get you unfriended than to bring in Facebook Likes for your Business Page.
Instead, create a message explaining what value you think your contacts might gain from liking your Page. Make it about them, not about you.
You should also encourage employees to like your Facebook Page—both so that they can stay up-to-date with what you’re promoting as a brand, and as part of a larger employee advocacy strategy.
Promote your Facebook Page in real life
Don’t limit your promotion of your Facebook Page to the online world. Include your Page address on your business cards and corporate stationery. Designer Ana Bermejo uses the same handle across social networks and includes the icons on her business cards so contacts know where to find and Like her on social, including Facebook.
Or, if you host events, include the address on your signage.
People who are already interacting with your brand in real life understand the value you have to offer—make it easy for them to connect with you on Facebook to access more of that value.
4. Post relevant, high-quality content
Facebook recommends you share “short, fun-to-read copy and eye-catching images to get attention.” What does that look like in practice? Incorporate these strategies to develop posts that are inherently likeable.
Include compelling visuals
A study published in the journal Management Science found that posts with photos receive significantly more Facebook Likes than text-only posts. If you don’t have a photo library of your own, there are plenty of free stock photo sites you can use. You could also try creating a unique infographic that conveys valuable information relevant to your niche, or even something humorous, like this graphic from WIRED that got 1,500 Facebook Likes.
Write great headlines
A compelling headline is key to getting attention for your post—but don’t veer into the realm of clickbait. Facebook offers these tips for crafting a great headline:
Make your headlines informative
Use your headline to set appropriate expectations about what the post contains
Be clear and accurate
Don’t be too promotional
Sure, you’re trying to promote your brand on Facebook—but people want their feeds to be entertaining and informative, not pushy and packed with sales pitches. In particular, Facebook found in a survey that followers do not like posts that:
Direct people to purchase a product or download an app (without offering any other valuable content or information)
Direct people to enter a contest without providing any context about why it’s relevant to the Page or followers’ interests
Reuse content from ads
That means these posts are less likely to generate Facebook Likes from the followers who see them. But they are also less likely to be seen in the first place, since Facebook specifically limits organic reach for Pages that are too promotional.
Give followers what they want
How do you know what type of content people want from you on Facebook? By listening to them. If the majority of the comments on your Page are customer service inquiries, try creating content that focuses on helping followers use your product better. For example, try a short video featuring “hacks” or alternative uses for your product, or a series of “how-to” videos or photos. Experiment, and pay attention to what people respond to.
Invest in video
On that note, if you seriously want to increase Facebook Likes and you don’t already have a Facebook video strategy, it’s time to create one.
5. Engage consistently and at the right times
Facebook itself notes that “being consistent in the quality and types of posts you create can help people know what kinds of messages to expect from you and how they tie into your business.” Create a content calendar and schedule posts in advance to help keep your Facebook content organized and consistent.
Post at the right time
We’ve found the optimal times to be 12–3 p.m. weekdays and 12–1 p.m. on weekends.
Be responsive and human
If you want more people to like your Facebook Page, you need to engage with those who already do. Unanswered comments or questions on a Facebook Page can be a huge deterrent for potential new fans. Remember, Facebook is a social network, and being sociable is a key way to make your brand—and your Page—more likeable.
6. Host a Facebook contest
In a poll by the Content Marketing Institute, 81 percent of marketers said that interactive content (like contests) is better for grabbing readers’ attention than static content.
Even better, liking a post is a popular form of contest entry—and one that’s allowed under Facebook’s contest rules (unlike “share to win” contests, which, while popular, are technically prohibited). For example, Funko got nearly 7,000 Facebook Likes on this like-to-enter contest:
7. Engage with other brands and communities on Facebook
Remember that Facebook is primarily a social network—so get social and start engaging with other brands that are relevant to your niche but not your direct competitors. A simple Like or comment on another brand’s post can help draw their attention and open up opportunities to work together to cross-promote your businesses so you both gain more Facebook Likes. Tagging other brands may also expose your Page to a new audience (that other brand’s followers)—but only use tags in relevant posts.
Look for communities of potential followers to engage with, too. Facebook Groups are a great place to find people who are passionate about subjects related to your niche, and offer you the opportunity to highlight your expertise. Just make sure your participation in Facebook Groups is helpful, rather than promotional, or you might find yourself kicked out of the group.
8. Use the Facebook algorithm to your advantage
Understanding the Facebook algorithm is key to increasing your organic reach—in other words, getting your Page and your posts in front of more people who could potentially give you a Like. At its core, the Facebook algorithm prioritizes the types of content we’ve already talked about: Quality content that is not overly promotional.
This should really come as no surprise. Facebook wants people to enjoy browsing their News Feeds, which means it wants to surface the best content to the top. Invest the time to produce valuable posts, and don’t be a spammy jerk. Facebook specifically highlights authentic posts that inform and entertain as having value recognized by the algorithm.
One additional way to take advantage of the Facebook algorithm is to try live video. The algorithm prioritizes live broadcasts, bumping them higher in the News Feed. If you have an event or presentation that would work live, give it a try.
9. Run Facebook ads to expand your reach
Facebook offers very detailed ad targeting, so you can laser-focus your advertising efforts and make the most of your ad spend. Putting your brand in front of your ideal audience is a great way to pick up more Facebook Likes. There are two different types of Facebook advertising: boosted posts and ad campaigns.
Boost a post
By boosting a post, you can extend the audience beyond people who already like your Page. This can be a great option for a post that’s already proved to be compelling by bringing in a large number of Facebook Likes from people who already follow your Page.
Run a campaign
Facebook offers campaign objectives relevant to every type of business. Since this post is about how to get Facebook Likes, we’ll focus on the Engagement objective, which is designed to expose your ad to a wide audience to increase the number of post or Page Likes. For example, this ad from WealthSimple offers the option to like the Page with just one click.
10. Learn from Facebook Insights
Analyzing Facebook Page Insights can give you a clear view of who your current fans are, which will help you better target future Facebook efforts. You’ll also be able to identify the kinds of posts that have the highest average reach and engagement, and use that information to create more of the content your audience wants from you on Facebook.
After all, learning from your mistakes, amplifying your successes, and giving your followers content you know they’ll enjoy are key ways to boost the quality of your content, and lead to—you guessed it—more Facebook Likes.