5 SEO tips for maximizing Facebook traffic and visibility

Since 71% of online users have Facebook, a business Facebook page is likely a part of your branding. Just like your website, SEO is just as important as your Facebook is almost a second home page. While social media marketing can be expensive, Facebook SEO is completely free and can easily be improved to benefit yourself and your target audience with these steps:

  1. Effectively brand your name and URL

Choose a good name. This cannot be changed, so be careful and selective when creating your page. The first word is most important by Google’s standards. Keep it simple and concise and avoid stuffing it with keywords. If visitors get a vibe from it being “spammy,” they will either unfollow you or leave your page. Trust the rest of your page to attract your target audience. Additionally, customize your URL. Unlike your name, your URL can be changed to one of vanity once you have at least 100 “likes.” Again, be specific and concise to improve your likeliness to be found. It should be unique to your brand, but still easy to remember.

  1. Complete your entire profile

Ensure that your profile is filled out as much as possible, keeping all information, content, and pictures uniform to your other social media channels and similar to your website. This consistency looks professional and makes both your Facebook and website easier to use. The About Us section is particularly important because it is similar to a meta description. It needs to be short enough to be displayed in a search engine result, but also contain the most important keywords for your target audience to find you. Use keywords strategically, but try not to overuse them with more than six essential keywords.

  1. Include sufficient contact information

By displaying as much contact information as possible, whether it is phone number, address, email, and business hours, Google is able to display your information faster to those who need it. As Google prioritizes local information, your address and location is becoming more important to be available. Think about searching nearby businesses to visit: the ones with the highest accuracy will be more helpful to those searching.

  1. Utilize all new features

Facebook is constantly implementing new features, especially as advertisements continue to grow on this platform. The call-to-action tool allows visitors to easily interact with your page, whether it is signing up, booking, contacting, playing a game, downloading an app, shopping, or watching a video. Messenger, payments, and saved replies are other great features that truly allow your Facebook to be a second homepage for your target audience. Utilize them, and your customer interaction will be greater on top of an already solid SEO.

  1. Post and share strategically

Not only should you make sure the first 18 characters of posts are using specific keywords, also include plenty of links to your website. Google boosts pages with links to relevant websites, thus boosting your Facebook. You can include a raw link your post text, or you can use Facebook’s feature to attach a link. Either can be beneficial, especially depending on if you use images with your posts, which you always should! Search engines love images, especially if your content is unique and relevant.
The most important part of implementing good Facebook practice is not for SEO, but to maximize the user experience. By creating a cohesive brand between platforms, your target audience is more likely to engage with your business. As always, never try to manipulate your SEO. Be honest and get honest results.

The Do’s and Don’ts of Instagram Ad Creative

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[Image Via: iDownloadBlog.com]

One of the great things about the new Instagram ad platform is that it’s very compatible with what brands are already used to using Facebook ads. If your brand advertises on Facebook, you are at an advantage and the process of expanding into Instagram advertising should be a seamless process for you. You’ll have the ability to apply the same creative and target audience as you do with your Facebook ads. However, it’s important to remember that Instagram is all about high-quality visuals, so customized creative is key.

The Do’s:

Andrew Waber, Manager of Market Insights and Media Relations for Nanigans, discussed best practices for Instagram ad creative.

  1. Do utilize natural light and high resolution photos to not only fit in with the organic feed, but to stand out.
  2. Do remember that excessive branding can overpower content. In order to resemble organic content, display your logo subtly or showcase your brand’s signature color.
  3. Do let the visuals be the focal point and speak for the ad. Keep text to minimum or include it in the caption section.

Carolyn Berk, Content Marketing Associate for Nanigans, also weighed in on the matter by providing some noteworthy bonus tips:

  1. Do connect with your audience by showcasing real-life situations and objects. Increase your CTR (click-through rate) and to make your creative more memorable.
  2. Do stand out by using bright colors that will catch your audience’s eye.
  3. Do use content that hasn’t been seen by your audience before.
  4. Do dedicate each ad to just one of your products.

Brand

The Don’ts

Blaise Lucey, Senior Content Strategist at Bitly, highlighted 7 reasons your ads are not converting and what to avoid when it comes to your Instagram ad creative:

  1. Don’t be too professional. The traditional corporate ad will stand out in a bad way. Try using candid shots or behind the scenes photos. Anything that is typical to what your audience is used to on Instagram.
  2. Don’t forget to tell a story with your ad. Connect with your audience by conveying a funny or inspirational message.  
  3. Don’t use loud call-outs and banners. Instagram ads already have a default call-to-action button so focus on the content and the click will come soon after. Banner ads on mobile screens are the equivalent to pop-up ads. Therefore they are not visually appealing to your audience and will be ignored.
  4. Don’t use shadowy or generic people. Avoid coming off like a stock photo by using generic images. Instead, try photographing an influencer!
  5. Don’t let you product just sit there against a blank backdrop. Immerse the product you are trying to sell into a lifestyle by adding a compelling background like a city skyline.
  6. Don’t use too much text or borders. This will draw away attention from what your ad is all about.
  7. Don’t forget to try video ads. Showcase your brand or product in motion using a video series, interviews, and action shots.

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The Do’s and Don’ts of Carousel Ads

In March, Instagram launched carousel ads which gives brands the ability to showcase multiple images within an ad. Users can experience a sequenced story by swiping through the images of a panorama or snippets of an action shot to tell a bigger story. There are universal style tips that should be considered when using carousel ads. Instagram’s creative strategist, Derek Eehevarria-Scott, walked AdWeek through some tips for how to build a carousel.

  1. Do make the initial image stand out on its own. It shouldn’t necessarily rely on the images to follow. After all, some users may not choose to continue swiping through the carousel.
  2. Do come up with creative ways to hint at what come next after the initial image.
  3. Don’t use long and dense captions.
  4. Do use a landing page for your call-to-action button that continues the tone of the ad creative and is a page that is mobile friendly.

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Final Thoughts

Creating compelling ad creatives is really in your brand’s best interest. It’s a big investment but a great way to drive traffic and revenue. By following these do’s and don’ts, your ads will have a better chance of performing well. One last rule of thumb is to always test your creatives before putting money behind them to ensure an adequate return on your investment. 

What tricks do you use when making Instagram ad creatives? Share with us below and don’t forge to follow us @hashtag4thegram!

How to leverage your visual content

The fashion and beauty industry heavily relies on visual content. The increasing presence of fashion houses and beauty influencers on social media have contributed to the shift towards visual content on social media channels.With a large amount of content being published on social media platforms, users are experiencing “content shock”. Therefore, businesses need to implement new tactics to capture users’ attention and ultimately develop great consumer engagement.

The fashion and beauty industry is an incredibly competitive market. With new products and services launching constantly your social media strategy should focus on increasing your business’s social media presence with the use of crisp and creative images/graphics. According to marketer Jeff Bullas, content with images gets 94% more views than content without images. If you want to reach a wider audience and increase engagement, visual content is essential to your posts and campaign.

So how can your visual content standout in a sea of images?

Brainstorm

Brainstorming ideas should always be your first steam this will help increase creativity in your posts. Think of new ways in which your brand’s personality can stand out in a single image. Kate Spade’s visual content strategy on social media, relies on showcasing the brand’s trendiness and glamour by posting pictures with crisp accents and bright lighting.

Your images should incorporate elements that will help your products standout. Natural lighting can help your image appear crisp and clean, which will grab your follower’s attention. Also, using a model showcasing the product will increase your post’s visibility and engagement.

 Isolate you product

Images that showcase your product can increase your brand’s reach. Images are attention grabbing elements. Kate Spade uses neutral backgrounds for their bright products, increasing the visibility of their merchandise. By doing so, the products are able to stand out and look highly appealing to consumers. Creative and crips images are far more likely to generate sales.

Graphics

Increase your brand’s visibility by including text in your images. Enhanced images help get your message across a lot quicker, these are more likely to be shared by your audience. Platforms such as Twitter, where the life span of a tweet is 18 minutes, decrease the chances of your content being seen. Therefore, including captivating images with a short message will increase your content’s opportunity to be seen and shared.

Another form of including text in your images is posting promotional material. Post that include discount or sales have a high number impressions and engagement.

The most important thing when it comes to graphics is being creative. The examples above show the vast amount of creativity Kate Spade has been showcasing in simple but crisp images, which successfully grab follower’s attention. Also, note the consistency the brand maintains among the different platforms. Both of the examples represent the brand’s personality and style by maintaining simple and bright images with accent colors.

 Sneak Peeks

Let your audience feel special by giving them exclusive previews of your new product or services. Sneak peeks can come in the form of behind the scenes material. Behind the scenes images presents many opportunities to build your brand’s buzz and it can also help humanize your brand.

Events

You can also increase your brand’s awareness and consumer engagement by including images on posts that showcase events such as: store openings, product launches, fashion shows etc. Kate Spade does a great job including images of events they have hosted and linking them to other social media channels. Linking images to other channels will help increase your brand’s visibility on social media.

Partner with influencers

Increase your reach and brand awareness by partnering up with fashion influencers. Influencers can be part of your visual content strategy by providing new ways of showcasing your products.

Repost content

Take a look at your social media analytics. If you have a post that has an increasing amount of shares and views, promote it again. You can also pick one key element of that post and reconfigure it into a new one.

Achieving popularity through visual content is crucial in order to stand out from your competitors. It is important to use original content and cross promote throughout all your social media channels. These will help you increase overall traffic and encourage engagement. Becoming a strong fashion and beauty social media page is challenging and time consuming but if you follow these few steps your brand is taking a step in the right direction.

If you are starting a new visual content strategy you can use a free visual content tool such as: Canva to develop graphics. This is a good starting tool that will help you leverage your visual content.

 

Image via: prcouture.com

301 Redirects: How They Affect Your SEO

A 301 redirect is a way to redirect traffic to a current and updated web page. These are necessary if a URL is broken or no longer active. 301 redirects are important for user experience, which can also strongly affect the SEO of your website.

301 or 302?

To first clarify, there are two kinds of redirects. 301s are permanent and include PageRank, MozRank, Page Authority, and Traffic Value. Previous pages will be removed from Google’s index and replaced by the new page. Some percentage of “link juice” will be lost in addition to PageRank.

Alternatively, 302 redirects are temporary. These are best used if testing a new webpage. 302s can be used as a temporary detour while fixing a page. They may not pass any traffic value to the new page, so it is best to avoid them if possible. All PageRank, MozRank, and Page Authority will remain the same, and the detour page will not gain any traffic value. After working hard on the SEO of your website, you don’t want to sacrifice your accumulated SEO value for a 302 redirect. They have the potential to greatly harm your SEO if created by accident, so they should be used sparingly and with care. Google will still view them the same as 301s, but it’s best to be specific and relevant and stick to 301 redirects.

But my SEO?

Search engines like Google will quickly notice the change to a redirect. Your SEO is immediately affected. However, if your website is large and complex, it could take a while for Google to completely forget the original page. If your website is new, you shouldn’t need any redirects, but it is important to realize the immediate effects of your website’s SEO.

301 redirects are a great way to accidentally test your SEO. Moz tested Google’s theories to see how much 301s can actually change your SEO, and they found results identical to Google’s predictions. On average, SEO is 15 percent below where it would be without any redirects. If your SEO is well-established, you could have better results despite the 301 redirect. However, if your website is extremely new and undeveloped, then that redirect could produce even worse SEO results. While 15 percent is only a benchmark, you can develop your own measurements using MozBar. By testing your redirects, you are able to see the ease of use for visitors while ensuring traffic is continuing correctly.

Still, Watch Out

While it is possible to add or delete 301 redirects, it is best to keep them forever. If you do remove a 301 redirect, then Google’s connection to your web page is broken, and the reputation of your domain becomes flawed.

Still, it is important to not redirect all old pages to a homepage. While this may seem like a holistic fix, it actually causes Google to view these pages as a 404. Instead, redirect old pages to other internal pages instead of a homepage. Your site and content is likely to change, so redirect old pages to newer, more updated content to help your visitors and your SEO.

In Conclusion

301 redirects can multiply quickly as a website gains more content and web pages. While necessary to redirect broken or outdated pages, it is best to build your website carefully to avoid them. If you don’t redirect your page at all, then there will be a dead 404 page, which should be avoided at all costs. Even if your website is relatively new, it is important to pay attention to URLs early on to ensure traffic is logical and allows for growth.

I __influence__ in #mycalvins

When Calvin Klein launched their 2014 marketing campaign #mycalvins, their main focus was to reacher a younger demographic for their iconic labeled cotton underwear. How did they do this? By using big influencers, across a wide range of industries, as well as, reposting content from followers using the provided hashtag via the platform of Instagram.

What did they do?

Calvin Klein pretty much owes all of their success to their hashtag “#mycalvins“. It’s hard to measure the reaction that the world would have had if they did not base their entire campaign around the use of a “fill-in-the-blank” phrase to understand what exactly people do in their Calvins.

By using influencers, this brand was able to attain access to millions of followers through various social media platforms and gain the trust and awareness that comes with each post. Of course, there is strategy behind who a company chooses to, in a sense, to be the face of their brand. In other words, an influencer can really make or break a campaign.

Dan Shewan’s blog post The 8 Rules of Influencer Marketing: How to Find Influencers (& Become One Yourself)dives deeper into what it takes to be an influencer and the rules that companies should take under advisement when they are conducting their influencer search. Therefore, after reading his tips and tricks, it’s obvious that Calvin Klein’s marketing department spent days huddled around a conference table finding the perfect candidates for their campaign.

Kicking off the campaign

A majority of the population might have been somewhat annoyed when they saw another ad debut featuring Justin Bieber. However, as a marketer you’ve got to hand it to him in that he knows how to influence people. With a whopping 1.7 million likes and 200+ thousands comments (either good or bad), he really got the world talking with one simple post. Justin was chosen to be displayed in a variety of ads that Calvin Klein covered billboards, magazine pages, and posters with. They added their hashtag #mycalvins and their logo and called it a wrap.

Moving Forward

Calvin Klein gained a vast amount of attention after the launch of their campaign, but what came next in terms of their marketing strategy would set record highs with number of likes, comments, and reposting.

This company encouraged celebrities to set the tone by filling in the blank of what they do in their Calvins and posting a corresponding image. They then encouraged the public to get involved and do the same. Pretty soon, Instagram was full of in-home selfies featuring your “average Jo” in their Calvin Klein products. This idea not only added allowed the celebrities to be seen in a relatable light, but it inspired a global phenomenon for everyone to get involved.

Below Kendall Jenner and Kendrick Lamar are seen in their Calvins:

View this post on Instagram

💤 @calvinklein #ad

A post shared by Kendall (@kendalljenner) on

https://www.instagram.com/p/BBBTFyalebs/?taken-by=kendricklamar

What does this mean?

It’s obvious that the influencers involved in this campaign had a huge impact on its success. However, at the end of the day consumers like to see other consumers using said products in order to create realness. This isn’t meant to undermine the effect that influencers can play, they certainly get the ball rolling for brand awareness, but it is ultimately up to the people to keep the momentum going.

Below are two accounts that have chosen to participate in the campaign as well:

View this post on Instagram

Sundays in #mycalvins ✌🏼

A post shared by regan kenny (@reganekenny) on

https://www.instagram.com/p/BE3gCLYHcb7/?tagged=mycalvins&hl=en

What can you take away from this?

In sum, influencers are HUGE. They can generate product knowledge and awareness in seconds, if posted to the right audience. What we can learn from Calvin Klein is that picking exactly who to be our brand influencers is important. You want someone that represents the same persona and values that your campaign is trying to promote. Also you need to keep in mind that the number of followers, aka the number of people that will be exposed to the content that is posted, is vital as well. However, for smaller companies that may not be true depending on the variables.

Lastly, if you can create a marketing campaign that gets the influencer and influencee involved, you are golden, and this is just what the “I _____ in #mycalvins” set out to do.


Obviously, every marketing campaign is different and there are pros and cons to each. Feel free to leave us comments on your opinions towards Calvin Klein’s most recent movement.

What Marketers Can Learn from Beyonce’s Ivy Park Launch

If you’ve been on social media recently, you know that Queen Bey is back. While the entire internet is buzzing about her new visual album, the pop star also recently made another successful venture into the fashion world with her new ‘athleisure’ line Ivy Park. Sold in stores such as Topshop and Nordstrom, the line features chic and understated clothing that can be worn on and off the field. Sources say that Beyonce was instrumental in every aspect of developing the line, including it’s marketing efforts. And as usual, she slayed at it. Here are four takeaways for social media marketers looking to promote a new fashion line.

1 Leverage video


Beyonce released an edgy promotional video for the new line that immediately got fans and news outlets talking. She then continued to release 15 second clips until the release, building excitement and showing more and more of the brand. The video also did an excellent job of capturing the brand image and style, letting potential customers know what to expect from Ivy Park. Videos and visuals are the perfect way to introduce new fashion items and demonstrate the voice, look, and feel of your brand.

2. Use a recognizable name

The video and all promotional materials surrounding Ivy Park heavily featured Beyonce herself. As a style icon and role model to many women, having her name and image so closely linked to the brand gave it instant credibility. While you may not be able to get Beyonce as the face of your brand, using a well-known influencer can attract a wider audience to your brand and strengthen your brand image through association with an influencer who embodies those characteristics and values.

3. Build buzz early

Seven days to go. Arriving 14 April 2016 #IVYPARK

A photo posted by IVY PARK (@weareivypark) on Apr 7, 2016 at 2:17am PDT

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Mashable noted that Ivy Park had already received unprecedented levels of engagement on Instagram much before the line was launched and even before fans had even seen any of the pieces. By releasing the video early and building a strong social media following, Ivy Park had people engaged with the brand before they had even bought from it. If you’re launching a new line or product, your marketing efforts should start long before the product hits shelves.

4. Build a launch website

The website for Ivy Park was also released months in advance and featured essential details about the brand and exclusive content. The website was also used to collect emails. While social media promotions are an essential to marketing your brand, it’s important to have your own channels for content as well. It allows you to develop leads through email collection, boosts your ranking in search engines, and drives traffic to your domain.


While successfully leveraged by Ivy Park, these four practices are not unique to the brand. They’re hallmarks of any good content marketing campaign. By applying these, you can create the same amount of excitement about your new product or line.

Title image via Elle

3 innovative social media campaigns

Social media platforms can be a great place to post your brands campaign, and the bolder and more interesting your campaign is, the better chance there is that it will be shared and liked by viewers. Successful campaigns can do wonders for increasing revenue and building brand relationships, so when starting a marketing campaign it is very important to be innovative and to show people the best that you have to offer.

 

Topshop and Google+

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In 2013 Topshop decided for its A/W collection that it would do a digital campaign in partnership with Google+ to give viewers an experience that they had never seen before. Not only were they going to live stream the runway show, but they also offered special camera views that gave you the same perspective the model had walking down the runway. All of the models that participated in the show also each had a Google+ account that could be followed, which had lots of behind the scenes content to show the viewer how some of the technical aspects of a show function. Topshop was really smart to do this as it shows they are very much so masters of technology that appeals to a younger crowd much like their products. This collaboration offered the opportunity for lots of sharing, Furthermore with all the participating models in the campaign they really broadened their outreach to different audiences who may have been following the different models for different reasons. Another unique feature this campaign had was that they were also posting the different articles of clothing displayed in the runway show, so that viewers could start creating their own outfits in real time and share them with there friends who also may be watching the show. Topshop really hit it out of the park with this campaign, and there is lots of inspiration to draw from it.

 

Valentino gets really really really ridiculously good looking

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Valentino paired up with Owen Wilson and Ben Stiller to kick off its 2016 A/W campaign. Zoolander 2 would be coming out in the next couple of months, and Valentino really seized the moment getting them on board to help them launch their new clothing line. The two actors featured in the runway show as the closing act and received a lot applaud while strutting their stuff. This video actually went viral shortly after, and received over a million views. Valentino then proceeded to put Ben Stiller and Owen Wilson in there Rome storefront displayed as models to all passing by. As you can imagine it garnered huge crowds of people posted outside gazing in on the Hollywood A – listers. I think this was a great use of influencers in a marketing campaign that unveiled Valentino’s new clothing line. Owen and Ben, both have a large social media following that shared their wonderful mix of comedy and high fashion.

 

Burberry looking snappy

Burberry-Snapchat

This year Burberry tried something new in unveiling their new 2016 A/W collection that appealed particularly to a younger audience. They let Snapchat in on the whole process. It started with bringing Mario Testino into photograph the 2016 lookbook for the collection, and as he did that he also photographed for Burberry’s Snapchat account. Burberry is not only using this great photographer as an influencer, but they are also giving him the keys to their Snapchat platform to drive traffic. Then they featured the entire runway show on Snapchat where people in attendance could post clips they shot while the show was happening. This being a fashion show meant there were going to be celebrities there, so by tuning into the Burberry’s Snapchat people also had the opportunity to check out content that their favorite stars were posting live at the event. Right now its hard for outsiders to see measurable indicators that show that people were active on Burberry’s Snapchat, but they have since comeback on Snapchat to launch there most recent marketing campaign for their new fragrance Mr. Burberry, which indicates Snapchat has been successful for them.

 

Some inspiration’s to draw from these campaigns

Don’t be afraid to be the first to enter social media platforms. No Fashion brand had really been on Google+ or Snapchat before, but I think these partnerships were very innovative and marketing oriented.

 

Be bold with your campaign. Owen Wilson and Ben Stiller looked ridiculous in Valentinos storefront windows, as well as on the runway. Comedy, however seemed to triumph in the end as it attracted huge crowds, and tons of online sharing and engagement.

Snapchat changing the frontiers of the fashion industry

Snapchat is considered one of the newest additions of the social media marketing mix. Snapchat allows users to send pictures and interactive videos for up to 10 seconds. Depending on how long the user send the photo or video, these files disappear after user sees the “Snap”. Users are also able to send text and drawings through Snapchat. One of the most used features on this app is the “Snapchat Story” where users and brands are able to post a picture or video that will remain posted for 24 hours. This is the new face of video streaming and a new way where fashion brands are able to leverage their brand awareness by providing sneak peeks of new products and clothing lines.

Fashion relies on strong visuals in order to promote brand awareness. The industry is known for its fast paced environment where brands need to maintain a strong image while dealing with the constantly shifting trends. This is what makes Snapchat a suitable marketing tool for fashion brands. The quick turnover of images allow brands to interact with it followers in an immediate and intimate way. For this reason fashion houses have taken their new collections to Snapchat to appeal an increasing generation: Millenials, the largest generation of America.

Burberry debuted its Spring/Summer 2016 Collection on Snapchat

During London fashion week 2015 the iconic British brand, Burberry previewed their Spring/Summer 2016 collection on Snapchat; 24 hours before the models walked the runway. This unprecedented event allowed Burberry to increased its brands awareness worldwide. Even if users were not following Burberry on Snapchat, Burberry was featured on Snapchat stories worldwide. On this single event Burberry received more than 100 million impressions.

On April. 2016, Burberry made history again by being the first fashion luxury brand that promotes a campaign on “Snapchat Discover”. Snapchat Discover is a feature where top publishers broadcast their content for 24 hours. The fashion house used its dedicated “channel” on Snapchat to debut a video on the Mr. Burberry collection.

Aside from these breakthrough events, Burberry has incorporated unique Snapchat QR codes on fragrances and grooming products. The codes allowed user to view exclusive content of the brand.

How can your fashion brand incorporate Snapchat?

After reading Burberry’s success story, your brand is able to use Snapchat as an effective marketing tool by:

Delivering exclusive content

While using Snpachat your brand should focus on recording content that will be unique to your followers. For example: sneak peeks of collections, backstage footage, behind the scene material on photo-shoots or pictures/videos when restocking a highly demanded product. By providing exclusive content to your audience, you are increasing brand loyalty, consumer engagement and brand awareness.

Feature Live Events

Snapchat is the perfect social media outlet to provide your audience with real-time updates of your brand. You can broadcast fashion show or products launches and give your audience an exclusive view of the new things your brand has to offer. This will help you brand to increase its reach and build a more loyal follower base.

Partner with influencers

Partnering with influencers that have a strong Snapchat presence can help your brand enhance its brand voice and reach a wider demographic. It is extremely important to integrate all your social media platforms and promote your brand’s Snapchat channel. Snapchat Story option only allows your content to be posted for a maximum of 24 hours. Alerting your followers of this new content will help them stay tuned on the latest news and promotions of your brand.

Snapchat is a genuine platform that can impact your followers through real-time marketing. In the fast paced world that we live today and the increasing millennial generation that is reconfiguring the way marketers reach an audience, it is extremely important to understand your followers. Staying on top of trends and using new technological approaches will help your fashion brand increase its brand awareness and consumer engagement. With ongoing creativity your brand can reach a wider audience and maybe create history by finding a new approach for Snapchat as a marketing tool.

 

Image via: Burberry

4 Things to Do When Livestreaming a Fashion Show

Livestreaming has been dubbed the major social media marketing trend of 2016 by many experts, and with good reason. Nearly a quarter of brands have amped up their budgets for livestreaming this year. Periscope and Meerkat have already amassed a large following and Facebook recently entered the ring with Facebook Live, the platform’s own livestreaming service. While fashion brand have been utilizing livestreaming for runway shows for years, these new apps and services offer greater video quality and ease of use. They also allow audiences to watch directly from their social media feeds. But like any social platform, there are do’s and dont’s for marketers. If your brand is considering livestreaming your next fashion show, follow these tips to make the biggest impact.

Make it a two way conversation.

Image via Twitter

Engage audiences by offering them more than a one way broadcast. Including a special hashtag, encouraging viewers to comment or tweet at you, and responding to these viewers will create a conversation about your content and brand. As seen above, Kenneth Cole had a live twitter feed layered over their stream. This allows viewers to feel like they are at the show themselves, talking to other attendees and brand representatives. Ultimately, you want to use livestreaming to make your audience feel like they are a part of the brand experience.

Offer behind the scenes access.

Image via Marie Claire

Make viewers feel like they’re doing more than just watching model after model on the runway—after all, they could see this content from countless Snapchats and pictures posted online. By offering behind the scenes exclusives, viewers will get an intimate look at your brand and feel like they have VIP access to your show.

Leverage viewer feedback for your marketing plans.

As mentioned before, you should allow audiences to have a conversation about your show and react in real time. In addition to better engaging your viewers, this provides your brand with valuable data. You can use viewer feedback to measure sentiment about your collection and find out which pieces and trends received the most buzz. Designer Rebecca Minkoff recently weighed in on the value of social media conversations surrounding live streamed shows.

“We had a pair of trousers that buyers initially didn’t want. I showed them the social reaction — how many bloggers wrote about them, how well they performed on Twitter, how much fanfare they had. They took the feedback and decided to stock them for major department stores.”

Let customers go directly from viewing to buying.

Image via Macy’s

We’ve all seen a gorgeous dress being modeled on the runway and wished we could buy it right there and then. Thanks to livestreaming and other social media advances, now you can! Racked notes that brands like Tommy Hilfiger and Calvin Klein allow livestreamers to buy similar pieces through a “shop now” button.  This is a great way to turn your livestreaming and social media efforts directly into sales.


Livestreaming a fashion show is just one way that fashion and beauty brands can use this new and trendy tool to amp up their social media efforts. You can also stream special announcements, exclusive interviews, and product demos, just to name a few examples. By using these tips, you can make sure you get the most out of your livestreaming efforts.

Title image via The Future of Luxury

How to Create The Perfect Infographic In 4 Easy Steps

 

Luz Bottecchia | April 30, 2016

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Visual storytelling is an art form that dates back to ancient civilization. Not only is storytelling deeply rooted within our history, but it is also a powerful marketing tool for drawing attention from different audiences. With the constant content shock consumers face daily, exceptionally crafted visuals not only can breakthrough to readers, but also separates your brand from the competition. Whether the brand is B2B or B2C, infographics are the best alternative to breaking down complex concepts, into visualizations that bring the data to life.

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The proof is in the pudding. Information with complementary visuals compressed into an infographic is shared 3x more than any other visual materials. Here’s why:

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Source: Portical.org

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Below are 4 steps to create beautiful and insightful infographics:

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  1. Determine the audience

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First thing’s first: know exactly whom you are targeting. This serves as the foundation for your infographic, and it will dictate how you should word your narrative. Always ask yourself – who is my target? This can range anywhere from top-level executives to elementary school students. These two audiences clearly require two different ways for effective communication and should be regarded accordingly. Not only does this set up the direction for the infographic going forward, but it also provides you with a clearer purpose for the visual. Take into account the methods that you think will resonate most with this audience and use this as the guiding principle for the infographic.

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  1. Understand your data

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The next step requires an analysis of the data you have garnered from the research process. Before moving forward to create the infographic, it is imperative to double and triple check the data is from a credible source. Without legitimate data, the infographic will not be influential and credited as a valuable source. Simply put, in order to create an infographic that will attract people’s attention and retain it, the infographic needs elements that are: compelling, competent and controversial. This is the basis for the story, so keep in mind to include data that will make on impact on readers, and use this framework to develop the pages in your story.

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  1. Bring the story to life

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Now that you have completed step 1 and 2, it’s time to create an engaging visual that tells a story. The key message to remember is to pick the data that is most compelling and will draw the most attention from readers. Nothing is more boring than sitting in front of a computer screen reading and trying to comprehend statistics. Here is where you as the creator and marketer get to develop a design to translate the data into an insightful story. While outlining the plot, remember the elements of a story: there is a beginning, middle and end. Think about this when starting to string the facts together. Like any written story, an infographic needs to flow and work cohesively with the data that is represented. Focus on a particular theme or central key message and use this to guide the creative process. Once the story is crafted, don’t forget to include a call to action at the end that reflects the purpose for the infographic.

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  1. Amplify your reach

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So you’ve created an infographic that you are proud of and tells an amazing story. What’s next? Now that the graphic is complete, you need to amplify its distribution to reach your desired audience, and even others who find it along the way. This part might not seem like the most important step, but it truly is. No matter how compelling and tweet-worthy the infographic is, it has no value unless is it distributed with a strategic plan in mind. The easiest, and perhaps most obvious step to the distribution plan is to share it on your company’s social media channels. Facebook, Twitter, Pinterest, and LinkedIn are a few platforms in which an infographic has the potential to reach a wide audience. In addition, these platforms allow for ease of shareability and lets users curate your content as well. However, be mindful of where your audience is most active on social media, so your distribution makes sense and reaches the audience that matters most to you. Ultimately, the more people it reaches, the more impressions the infographic will receive and by association, will drive traffic to your brand’s site.

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Now that you know the basics, it’s time to tell your story. Follow these steps, and show us how you created the perfect infographic by posting your link in the comments below!