How Instagram Stories are kicking Snapchat’s Butt

The new Instagram Stories feature hit the social media scene on August 2nd and has been making more of a splash than anyone expected. Instagram stories are photos or videos where you can add text that only appear for a period of 24 hours.

Among my own personal network, I’ve noticed a surprisingly consistent decline in Snapchat usage ever since Instagram stories launched. Gone are all the stories from my friends and family, stories of the few celebrities I follow are seem to be the skeletons of what remains.

This could also be attributed to the unfortunate timing of launching an anime inspired filter that many thought to be racist and caused multiple brands like Buffer to jump ship from Snapchat. This was the perfect moment for Instagram to creep up and steal the spotlight, while many users were already questioning Snapchat’s values. Although Snapchat removed the filter and made a statement ensuring it wouldn't be put back into rotation, the damage was already done and the opportunity created. 

Here’s how Instagram seized it:

• Going after growth

One of the main reasons Instagram stories are successful is because they aren’t trying to covert current Snapchat users (even though they may successfully do just that), rather they are going after the ones who haven’t jumped on the Snap bandwagon yet. They aren’t trying to diminish or take over the app and it’s current following, but tackle it’s opportunity for growth. This TechCrunch article does a great job of explaining how they are using the “good enough” strategy, stating that "The real target for Instagram Stories, though, are all the people who've been curious about Snapchat's fun creation tools and format, but either tried and abandoned it, or wrote it off as just for teens or too much work to adopt"

• One platform

Instagram stories offer the added benefit of being embedded right into Instagram, allowing you to have both features (short term stories and long term photo posting) in just one app. In a world where a new “it” app is popping up every day, and storage space on our cell phones is a constant struggle, this is huge. We already have so many apps to keep up with on a daily basis, adding stories to an app you’re already using anyways simplifies your life, and who would say no to some simplifying? Not me, that’s for sure!

Instagram CEO even openly admitted "They (Snapchat) deserve all the credit. This isn't about who invented something. This is about a format, and how you take it to a network and put your own spin on it."

• The numbers

I’ve read multiple articles about how Instagram stories are booming, but I always like to test the theories for myself for multiple reasons: 

1) Many of the articles are based out of the US and don’t take into account a Canadian market, 

and 

2) they usually use large companies as examples for statistics and numbers, which isn’t overly pertinent or accurate when it comes to small business and/or personal branding.

On average, my Snapchat stories get between 20-40 views. I would attribute this to many factors, how many friends I have, time of day, content, etc. My very first Instagram story received over 90 views within the first few hours. I’ve been on Snapchat for months, but have been on Instagram for years. It only makes sense to take advantage of the platform you’ve invested more time into building your brand and audience on.

Facebook owned Instagram clearly had timing on their side, but also had strategy to back it up to ensure success.

Have you used Instagram stories yet? Which social media platform do you think will win the battle to share our stories?

Canadian Companies that Rock Online

In order for a brand to be successful online, they must maintain a high level of interaction. Most would agree that the feeling you get when someone follows you or likes your post is pretty great. You may even think to yourself “Someone cares what I have to say, someone is connecting with my message, the sky is no longer the limit!” But then like any good thing, that high stops and you have no other response. Successful companies know that in order for them to remain relevant, they can’t just have likes and follows, but they need to take it a step further with comments, replies, and questions. These three ways of engaging lead to the most important word of all: interaction.

Personally, the only way I follow someone on Instagram or Twitter, is if their content interests me. Usually it will be scenic photos or fascinating places in the world – I have the travel bug (bad), or tips on how to live a healthy lifestyle or what’s new in the “trendy” world. There are three companies that I have taken an interest in over the years: Lululemon, Herschel and David’s Tea. All of these are iconic Canadian brands have been created and nurtured right here at home. To the average consumer, they are everyday items that have so perfectly placed themselves in your life that you haven’t even noticed that they are all around you. From the best-selling black Lululemon legging that every girl owns (men too, I don’t discriminate), to the well-known brown leather diamond of Herschel, to the drink that you consume on a daily basis. But what really makes you return to the product again and again? How do they stay relevant in a world where new tea ideas are brought forwards every day and your average legging now comes in fifteen different styles and thirty new colours? We come back to that one word that makes any brand stay relevant: interaction.

David's Tea

David’s Tea has a great online presence considering all they do is sell tea. With their first store opening in Toronto in 2008, they have taken the tea world by storm. Similar to Starbucks with their iconic white cup (red for the holidays of course), David’s Tea created a turquoise version with their name stamped beautifully across the side. They have over 100 different flavours ranging from “Cold 911” to “Egyptian Chamomile”. This is where their social media mastery comes in to play. Due to the fact that they have so many teas and no one wants to scroll through dozens of pages online, David’s Tea releases their weekly tea menu to their various social platforms. They share it to Facebook where their 228,751 thousand followers can like and comment, and they share it to Twitter where their 77.2 thousand followers can re-tweet and engage in conversation with a David’s Tea professional. 

Now back to my word of the day, David’s Tea does a great job of interacting with their Twitter followers. If you go onto their page you will see David’s Tea liking and commenting on everything! From answering questions that concerned consumers have, to engaging in debates on which tea is better. This is what makes them stand out from other brands. Shoppers will continue to buy their tea if they feel like they are being appreciated. This goes for Facebook as well. By not posting as many lifestyle pictures to Twitter and instead posting them on Facebook, they are encouraging consumers to like and follow both Twitter and Facebook. This creates a wider platform to spread their message. David’s Tea has such excellent graphics that they even started making phone backgrounds for the real “tea lovers” out there!

 

Herschel

Now Herschel is a brand which in some ways, does the complete opposite then that of David’s Tea. They have more followers on Facebook then “DT” does – 396,335 thousand, and have 736 thousand followers on Instagram. Unlike David’s Tea where they comment on everyone who tweets or mentions them, Herschel doesn’t follow a single person back on Instagram, yet they have a higher like ratio. So what makes them so special? They clearly disregarded my word of the day, so how is their social media presence so great? Lifestyle. The trend with today’s generation is to get outside and take pictures of all the amazing places that you have been. Whether it be hiking the Mohave Desert, climbing a mountain in the Rockies, or exploring caves in Oregon, Herschel will be with you every step of the way. The pictures they post on Instagram are defined by the term “Wanderlust”. It makes consumers want to be there and want to have that backpack with them. Though they aren’t interacting with the consumer, they are catering to what every young adult wants most in the world right now. 

They are a fueling a desire for adventure and by continuing to post content like this, people will buy their product because of what it represents. Their social media presence will continue to grow based on the fact that individuals like having gorgeous backgrounds and photos of unique places on their phone. I for one take no shame in admitting that that’s why I follow them. The videos that they post on Facebook are engaging and easy to watch because they look good with no sound. You can sit at your desk at work or in class and watch Herschel take you around the world. This is why they are succeeding in the social media world. We are relying on them to take us to places where we haven’t been yet and to be honest, their backpacks are amazing quality.

Lululemon

With the mention of quality, I bring myself to the last brand in which we are discussing – Lululemon. Known for its spandex, leggings and Yoga attire, they has an impressive 814 thousand followers on Twitter and an even more impressive 1.2 million followers on Instagram. Lululemon was the one who really started the legging craze. Before them there wasn’t really a need for black spandex to live your life in and now there is. With some tweaks to their social media they have maintained a steady and growing consumer base. After what was dubbed the “PR nightmare of 2013” by their then founder Chip Wilson, Lululemon switched up their social media strategy. They were being accused of catering to a specific lifestyle; one that was meant for thin athletes who used their product daily. Their social media was all about showing a high performance vision and this is what cost them an estimated $45 million in sales. I scrolled back on their Instagram about two years. I saw pictures of Olympians and people do insane weights and gym regimens – definitely not the relaxed style they promote now. Flash-forward two years, its all about Yoga, being happy with yourself, interesting places to do Yoga in your “Lulus” (again feeding that “Wanderlust”) and new lifestyle things for you to try.

With regards to interaction, no one does it like Lululemon. I have mentioned them in four tweets now at different times, each in a different context. They have either liked my tweet or have commented and continued a conversation for two or three tweets. For a company of their magnitude and with the amount of followers they have, it’s impressive the amount of dedication that they have shown to their media. For them interaction with their customers is key. Whether it ‘s by liking a post or sharing content that can benefit the individual, Lululemon is maintaining their client base because they show that they appreciate their customers. 

At the end of the day it really is about interaction. Each of these brands have shown in one way or another that they understand the trends of today – it’s the only way a brand can be successful. With so many relying on social media these days, it's crucial for Canadian brands to take their piece of the pie. If the consumers don’t agree with what they post social media wise, then the brand will suffer. You have to adapt and in today's day and age it happens to be by interacting. 

What other Canadian companies do you know that have a great online presence? 

5 Social Media Faux Pas & How to Fix Them

Here at Bowda the name of our game is social media. Over the years, our team has spent a lot of time online, and have come across a lot of witty Tweets, interesting Instagram posts, and fascinating Facebook pages. That being said, we are no stranger to the less than wonderful posts being shared every day. What makes them less favourable? We’ve collected a list of the most frustrating faux pas we’ve encountered, and what you can do to avoid them.

1. Automated Messages

This faux pas applies mainly to Twitter, but should be taken into account with all platforms. While we agree that thanking a new follower for their support, either through a direct message or a tweet, is a good idea, please avoid sending an (obviously) automated message. The point behind messaging a new follower is to establish an, albeit small, relationship with them, and thank them for noticing you online. However silly this may sound, going unnoticed on Twitter is never good for a new business, so you always want to demonstrate your appreciation. That being said, the entire meaning behind your message is lost when you’ve used a program to generate a very unnatural response to recently acquired followers. In some cases, it can even lead to being un-followed, if the individual suspects you may be a spam account (which do exist, by the way, and are incredibly irritating to have on your feed). Also, using these auto-mated responses as a marketing tool to advertise your services, or increase your followers, isspam, and will always be treated as such (i.e. blocking, deleting, un-following). Twitter is a fantastic way to connect with strangers all over the world, but your efforts have to be genuine (just like they would be in person).

Bottom line: If you choose to send a thank you to your newest followers, always send a personal message. 

DO: “Hey @BowdaPR, thanks for following! We look forward to learning about how to improve our presence on social media!”

DON’T: “Hey, thanks for following. Sign-up for our newsletter here/buy my cool product/give me money.”

2. Overuse, or incorrect use, of the infamous #hashtag.

Since the beginning of Twitter, the use of the #hashtag has been heavily debated. It is one of the more major learning curves that comes with creating your Twitter account, and most have figured out how to use them on a trail-and-error basis. It is now 2015; Twitter was created in 2006. If you still aren’t sure how to use the hashtag, listen up! There is nothing that demonstrates amateur hour better than misusing #hashtags.

I realize you may be making funny faces at the computer by this point. “There is no purpose to a hashtag, they’re for fun” is, perhaps, one reason behind your distorted brow. Although creating a hashtag can be fun and seemingly useless, there is a method to the madness. A hashtag, essentially, places your tweet in a list of other tweets that share the same hashtag. This can work to your advantage if you decide to share something that is “trending”, where others may see. By using a hashtag, it allows others to see your content who may not have been following you before, and then choose to because you are so wise/hilarious/savvy/inspirational.

Now, you’re probably thinking “If hashtags are so great, I’m going to use them all the time! In all my tweets! Only hashtags, no words!” This is where the problem lies. Although this may seem like a great idea, it really isn’t. You only have 140 characters to demonstrate how wise/hilarious/savvy/inspirational you are, so don’t waste them on lengthy sentences that become too difficult to read without spaces. The longer your hashtag, the less likely someone else has used it before, therefore stripping the hashtag of its purpose. At Bowda, we have a golden rule of no more than three hashtags, and make sure they are short and sweet. The more concise you are, the easier it is for someone to re-tweet/quote you to their followers. And why wouldn’t they want to, since you’re so wise/hilarious/savvy/inspirational?

Bottom Line: Do not use more than three hashtags. Do your research- make sure they are concise, and preferably exist already. 

DO: “We all need a little extra pick-me-up on our Mondays. #MondayMotivation”

DON’T: “Click this link for more information on #climatechange #globalwarming #renewableenergy #letsworktogethertosaveourplanetbeforeitexplodes

3. Abbreviate, but never use lingo.

OMG, LOL, LMAO, ROTFLMAO, IDK, SMH – what on earth am I saying? Exactly!

Even though it is tempting to use MSN language, with a limitation of 140 characters, it is never a good idea. You have no idea who your Tweets are being read by, and the last thing you want to inspire is confusion amongst your followers. Being clear and concise are two absolute musts when tweeting, and as funny as these lingo terms can be, they are anything but clear. SMH? I had to open up a new window, and resort to urban dictionary to solve that one (it means “shake my head” if you didn’t already know!).

Abbreviations are acceptable (i.e. B.C. instead of British Columbia, ‘&’ instead of ‘and’, TGIF instead of thank god it’s Friday), but try to only use the most obvious ones.

Avoiding lingo also assures you avoid sounding ignorant (remember, you’re really wise/hilarious/savvy/inspirational and want to remain being seen that way). Nothing takes away from an inspirational quote or a thought-provoking article quite like “omg lololol” following immediately after.

Bottom Line: Minimize your character count without compromising your message. 

DO: “Learn why BC has become the smartest & most environmentally friendly province”

DON’T: “omg look at dis pic à I h8 this s0o much! #smh #idk

4. Improper Grammar

This faux pas results in a lot of head-banging against a wall for some people. It would be really great if the individuals out there who still use “your” instead of “you’re” and “one” instead of “won” would be stripped of their right to access social media platforms, but sadly, this is not the case.

If you are one of these people, I am SMH at you! (Just kidding – there is no judgement here at Bowda. We understand that grammar mishaps happen to even the strictest grammar nerd, thank goodness for that edit button!)

However – and this is a big however – there is no excuse for the use of improper grammar and spelling on your Tweets and/or other social media posts. Nearly all, if not ALL, technological devices that provide us with the ability to post on such platforms come equipped with spellcheck. Please use this tool on a daily basis, and always pay attention to those red/green/blue squiggly lines (you know, the ones that appear every time you try to spell necessary? Or maybe that’s just me) that indicate you have chosen an incorrect letter arrangement. Other times, you have spelled the word correctly, but used the wrong form (i.e. your – you’re, they’re – their – there, whole – hole, lose-loose and I could go on and on and on...); this, my friends, is unacceptable. Thousands of people are on Twitter every day, and they are all presented with the freedom to follow, and un-follow, whomever they please. The followers that you have worked so hard to attain, you need to KEEP them. The best way to do that? Never fail to show them how wise/hilarious/savvy/inspirational you are with every single post. People may choose to write you off, and assume what you have to say, or the services you wish to provide, or the messages you want to share, or not worthwhile if they can’t trust you to pay attention to basic grammar rules. The internet can be a cruel place amigos; we just want to help you master your way through it.

Bottom Line: Always triple check your tweets, Instagram captions, and Facebook posts. As we say at Bowda  “spell-check yourself, before you wreck yourself”.

DO: “At Bowda, we represent an environment based on peace and love, and always admire your feedback”.

DON’T: “At Bowda, we represent an environment based on piece and love. and always admir you’re feedback”.

5. Don’t forget that social media is a two-way conversation.

This one is extremely important. Never forget that social media is best used as a conversational tool. Engaging your followers encourages them to continue to follow and support you. Nobody likes to see companies that choose to fill their feed with advertisements or self-proclamations about how great they are. If someone tweets at you, tweet back! When you choose to post something, always encourage a conversation. Never be afraid to ask your audience their opinions. People love to talk, and if you allow your social media page to be a place for them to do it, your number of followers will increase faster than my cat runs after a bag of Temptations treats.

Twitter chats exist for this very reason; both celebrities and companies do it frequently. This concept allows people to ask questions they may have about your company, or comment on ideas that your company represents. Twitter Q&As are always very popular (occurring more with celebrities, authors, talk-show hosts, etc.). Live-tweeting is also done frequently nowadays, which consists of individuals informing people of the details of an event that is happening, that they may not be able to attend. Either way, it’s all good press when you encourage your followers to reach out to you.

Bottom Line: Always engage ALL your followers, and encourage a conversation. 

DO: “At Bowda, we believe Twitter & Instagram are the most successful platforms; what do you think? #socialmedia”

DON’T: “At Bowda we’re so great.”

“At Bowda, we offer services to run your social media and blog accounts for you. Let us do it. We’re great!!”

At the end of the day, we want to commend you for all your efforts to remain relevant on social media and expand your brand on platforms you may be unfamiliar with. If you think conquering social media is easy, you’re most likely not doing it correctly. At Bowda, we believe practice makes perfect, and hope that you take these constructive criticisms as encouragement going forward. After all, what would the world do without your wise/hilarious/savvy/inspirational self?

Webinar Summary: An Introduction to Social Media for Not-for-Profits & Social Services

The following are a few of the key notes and takeaways from a Bowda webinar delivered to a number of non-profit social services organizations in British Columbia. The topic of the webinar was an introduction to social media for not-for-profits and social services. 

It started out with an introduction to The Big Three: Instagram, Twitter, and Facebook, with a quick description of how each network works. These are the three major social networks that brands need to consider and evaluate if they are the right fit for their organization. Twitter and Facebook accounts are essential for your brand, and Instagram is beneficial if you have interesting visuals to share.

Following that, there was an outline of the basic information organizations need to have ready, which included: 

Profile Checklist: (ensure that your social media profiles have the following) 

• Profile photo (business logo)
• Cover photo (relevant and/or branded photo)
• Short bio of your business
• Long bio of your business
• Links to your website
• Physical address (and map)
• Contact info (email address, phone numbers, etc.)

Next we learned what makes not for profits and social services different from other organizations and how these differences translate to social media. 

One of the main issues not for profits and social services face is how to deal with social media in relation to sensitive information. A tip we shared was to focus on statistics and numbers instead of using names. If you are questioning whether a post could affect a person’s reputation, it’s always best to play safe. Transparency is also key for these organizations, as people seek more background information as to where their donation and money will go. It is important to use your social media networks to inform your audience about what your organizations offers and how they do it. Many not for profits and social services have limited budget when it comes to social media and public relations, it is important to note that traditional marketing means are becoming less and less necessary. Not for profits need to take a page from startups and learn how to bootstrap effectively. Social media is an amazing resource with global reach that is free and organizations should be taking advantage of that. Many of the tools to enhance your social media strategy, such as Hootsuite, offer their basic services for free as well. 

Organizations were also given examples of social services organizations on international ((RED)), national (Canadian Blood Services), and local (Our Place Society) levels with good social media presence and practices.

Once organizations understand the whys and hows of using social media, it all comes down to content. 

Creating and Curating Content

• Content you share should be helpful to your audience and relevant to your business - for example, if you offer services for women, mention other resources in your area that might also benefit women
• FAQs - what are some of the questions that your organization is asked 
• Engage with other businesses/sponsors/locals; share stories - write thank you’s to sponsors, engage with local influential people (like the mayor, for example), share stories of volunteers in action, reminders for up-coming events and follow-ups about previous events including pictures, go beyond organization centric and include issue-centric content
• Have a plan, set goals, and stick with it - define your organizational goals and make sure your social media reflects those goals. Plan your content strategically with your goals in mind. 
• Share everywhere - newsletter, social media, email, posters in physical locations, in person, etc.
• Consistency is key - use the same photo/logo across platforms, post regularly
• Get help if you can’t keep up - hire a volunteer to be in charge of your social media, or employ a professional agency to come in and ramp up your social media

Tools to Make the Most out of Social Networks

• Instagram: use hashtags and apps to communicate and share with audiences, as well as discover other people, organizations and causes that are in line with your organization’s goals
• Facebook: engage as your page (organization is active), reply to followers/questions, like other pages, obtain analytics/statistics
• Twitter: create lists of interest groups/allies/influential people and organizations, use hashtags, host Twitter chats to generate awareness/discussion of relevant issues

The power of social media in communicating and reaching audiences can and should be used by organizations of all sizes. Not-for-profits and social services organizations can use this introduction to build their online presence in order to raise awareness, gain followers, fundraise, and bring attention to the causes and social issues that need support. These organizations help populations in our neighbourhoods, country, and across the world. 

If you are interested in learning more, don't hesitate to contact us for any webinar inquiries. 

The Biggest PR Wins of the Week

We all know the saying, you win some, you lose some. Well, some won bigger than others in their communications efforts this week. Take a look at who we think nailed it as of late.

1. WestJet 

If you haven't seen (and shed a tear over) WestJet's latest promotional video then you must live under a rock. This video immediately went viral upon it's release on December 8th; already reaching over 15 million less than a week later. It has gained WestJet media attention all over the world, which definitely qualifies as a PR win. The short ad features lucky passengers on a flight from Ontario to Calgary meeting with jolly ol' Saint Nick himself, who was, obviously, in a blue Santa suit. Can you say branding? After their quick meet and greet with Santa they went on their way. Little did they know that while they were in the air, 150 WestJet elves, err, employees, were diligently working on a Christmas miracle. Upon arriving in Calgary, they discovered all the gifts that they had asked Santa for, on the baggage wheel. You can imagine the emotions, excitement and enthusiasm that ensued. Check out the five and a half minutes of happiness for yourself and make sure to have the kleenex handy.

2. Instagram 

WestJet wasn't the only one who had busy elves working away this week. Instagram showed the world today that they too have been up to something, and that little something is called Instagram Direct. What is Instagram Direct? Think Snapchat, but well, for Instagram. It is a new component of the app that allows you to send videos and photos directly to friends, versus posting them on a public timeline. Instagram has a history of reacting quickly to any potential competitors. When Vine first started hitting its stride, Instagram responded immediately with their own version of video. When Snapchat really started gaining traction, the Instagram team when back at it and gave us Instagram Direct. Their incredibly quick turnover rate is unmatched and their constant updates are what allow them to maintain their edge and popularity. Why use 3 separate apps when you can do everything you want in one? Our (and Instagram's) thoughts exactly.

3.  Shopify

This one hits closer to home. It isn't so much of a PR win, but an overall life win. Local tech startup Shopify just announced today that they have raised $100 million in funding. Shopify started out as a few guys trying to sell snowboards, who quickly realized that the software they were making to sell said snowboards just may be more valuable. Shopify now has over 80, 000 online stores stretched across 100 different countries. They are proof that you don't have to sell out to Silicon Valley in order to be seriously successful. Shopify has stuck around in our nation's capital and is now not only a staple in the startup community, but in the entire Canadian community. They represent the ideal, yet elusive  combination of an incomparable creative community culture married with on the mark business smarts.  Kudos Shopify!