Jenna Wade Instagram Recommendations The goal of this campaign is to raise brand awareness through strategically encouraging engagements. As of recently, Instagram updated their algorithm to be based on engagements: the number of “likes” and comments that a post receives divided by a user’s number of followers. As a result of this structural change and a more competitive landscape, 70 percent of Instagram posts are never seen. Skout Backcountry should use the recommendations in this report to motivate public interaction with posted content, and in turn, Instagram will display this content more frequently on news feeds and explore pages. • Why is Instagram an important tool for businesses? o 700 million active users as of April 2017 o At least 30% of Instagram users have purchased a product they first discovered on Instagram o Instagram provides brands with 25% more engagement over other social platforms o Engagement, views, and acquisitions are trackable • Ad Scheduling is a helpful tool to manage the content posted across all social media platforms, especially Instagram. It is important for Skout Backcountry to post at strategic times, in strategic increments, and in the right quantities. o Week days are the best time to post for business to consumer engagements. Save the most important posts for week days, specifically Wednesday and Thursday. On week days, post during off-work hours such as lunchtime and evenings:
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Jenna Wade the number of “likes” and comments that a post ... · Jenna Wade • Stories should be used to facilitate engagement with Skout Backcountry in unison with posts. o
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