Allison Turner

Marketing Manager

July 024 min read

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The TL;DR July 2, 2019

This week we’re covering how to create engaging Instagram Stories, LinkedIn’s algorithm update, and B2B Influencer Trends you should know. If you missed last week’s updates, you can find them here.

8 Tips For Creating Effective Instagram Stories and Ads

More than a billion people use Stories every day across all of Facebook’s apps – so your brand needs to get the most out of them. Find out how to create effective Stories below and read more on Social Media Today.
 
The TL;DR
  1. Polish Your Creative Elements: Even though Stories are quick, you need to be on top of your creative. Make your pieces look great every time.
  2. Go Fast: Take advantage of how timely Stories are. If you’re at an event, post quickly and post often.
  3. Break Down Your Narrative Arc: Use good storytelling techniques with whatever you’re making. Make each story its own scene rather than it all being one continuous shot.
  4. Think Vertical First: 82.5% of visitors to video-centric sites hold their phones in portrait mode. Design for this from the start rather than trying to retrofit a horizontal or square video into a vertical package.
  5. Keep Stickers to a Minimum: Stickers can be distracting and harm reach, so only use them when they’re relevant and try to keep it to one or two.
  6. Open and Close With Your Brand: Since Instagram plays Stories back to back, it can be difficult to know whose story you’re watching at any given moment. Make sure your first and last scenes have your brand’s name in them.
  7. Call To Action: If you want interaction and results, tell people what to do. Ask them to contribute to your poll, answer questions, or swipe up to visit your site.
  8. Test, Learn, Repeat: You won’t know what works until you’ve tried it all, so keeping testing, analyzing, learning, and optimizing.

LinkedIn Outlines Its New Algorithm

After finding out that their algorithm favored the Top 1% creators over everyone else, the
platform made some changes. Read about them and how to use them below, and find out more here.
 
The TL;DR
  • A summary of the changes:
    • Initially, the algorithm focused only on engagement (likes, comments, shares), but LinkedIn found that this favored super-creators and that everyone else was functionally ignored.
    • To facilitate a more fair algorithm, LinkedIn has added a metric called “contribution” to the algorithm. This metric ranks content by the probability that the user seeing it will engage with it.
    • The new model also takes into account timely feedback to creators, meaning
      newer content may show up higher.
    • Since the changes have been implemented, LinkedIn has noticed a marked
      increase in engagement.
  • How to maximize performance:
    • Post things that encourage a response: Make sure everything you post has an
      opinion or question that opens up a conversation and can provide opportunities
      for connection and learning.
    • Think about post type: Unlike other sites, LinkedIn’s algorithm doesn’t favor any
      one content type. So post whatever makes the most sense for the conversation
      you’re trying to have.
    • Use @mentions wherever it makes sense: If one of your connections would
      offer great insight on a topic, tag them in the update and pull them into the
      conversation. Be thoughtful of who you’re inviting, but when used correctly this can be a powerful tool.
    • Engage in conversation: Don’t just start the discussions, participate in them. If
      LinkedIn knows you’re active and engaged, they’ll keep floating your content to
      the top.

7 B2B Influencer Marketing Trends You Need to Know

Influencer marketing isn’t just for retail and consumer goods, it can also be a powerful tool in the arsenal of a B2B marketer. Check out the infographic found on Social Media Today to learn how. 
 
Instagram LinkedIn Influencer Trends B2B