A Boomerang. A toy we all wanted until we had it, sometimes it came back to us, but most of the time it didn’t.
The Boomerang of the digital age is an app accessible through Instagram, Snapchat and Facebook. It is a one-second video clip that loops back to the beginning after it reaches the end.
Here’s an example of how we’ve utilized Boomerang for one of our clients, Automobile Alley.
The graphic below, from Social Media Today, demonstrates most consumed type of content on Facebook in 2016. Boomerang could be a very useful visual tool to get your audience’s attention.
Video is just one of the latest trends fundamental to digital marketing success that Smirk’s founder and president, Mike Koehler, is currently traveling and speaking to companies about.
“Any brand interested in making a connection with its audience in 2017 needs to make video content a priority because it takes the transparency that people love to the next level,” said Koehler. “You can show the process of what makes your business great – your expertise and your behind-the-scenes.”
Smirk published our first Boomerang on our Instagram account this morning. Follow along as we share more insight into our content strategies.
Instagram’s newest feature is making waves of controversy in the world of social media loyalty as the capability seems eerily similar to Snapchat Stories.
The Facebook-owned photo-sharing app just launched Stories, a new feature that looks almost exactly like Snapchat’s Stories product. Both let users post photos and videos to a timeline that disappears in 24 hours.
The genius lies in the platform having a larger audience for brands and advertisers that Snapchat has failed to really leverage. Unlike Instagram, Snapchat lacks the appeal for users to follow brands on their platform, which is commonly used for more personal interactions between users.
Despite user Stories airing their dislike for the Instagram feature that is “copying Snapchat,” these same users are watching more brands’ Instagram Stories than Snapchat Stories. The fact of the matter is simple: the same audience is more willing to follow brands on Instagram than on Snapchat, therefore providing better access to Instagram Stories by these brands.
Nike has already seen that size difference in action, telling Ad Age that it got 800,000 views on a newly posted Instagram Story versus 66,000 views on its most popular Snapchat Story. Snapchat may have a higher ratio of loyal millennial users than Instagram, but Instagram has way more users overall.
Unlike Snapchat Stories, Instagram Stories offers more features that are more advertiser-friendly in nature, including uploading from your camera roll and more creative pen options, including a neon pen. Instagram does lack the geofilters and ever-changing selfie filter lenses that are uniquely Snapchat’s bread-and-butter with their users.
Regardless, though, Instagram Stories is a marketing game changer for brands already on Instagram. Utilizing the new feature is simple and easy to learn, but like all social media marketing, know the platform before you go on a posting frenzy.
For strategic posting on Instagram Stories and other social media platforms, contact us.
By Michaela Lawson
“We need to stand out a little more. Any ideas?”
“Change the font.”
“Change the layout.”
“Change the logo.”
“Change it all!”
“Let’s break the Internet today.”
That’s about how I imagine the conversation went at Instagram’s headquarters last week, before the unveiling of their new layout and logo. The iconic brown camera we knew and loved has been replaced with a simplified white line camera imposed over a “rainbow gradient.”
“Let me be perfectly clear, I think the new Instagram logo is an epic monstrosity. I thought color gradient screens went out sometime during the Clinton Presidency. But alas, there it is sitting on my home screen like some rainbow Cyclops.” – Mike Koehler, President and Chief Strategist
It’s a classic case of trying too hard to cause waves of news among fans and media alike. While rebrandings and logo refreshes are often useful and needed, the public outcry regarding Instagram’s remodel is simple: you did too much at once.
The image-sharing platform was known well for its logo, and a modern simplification and refreshed version of it would have likely been received quite well. Most users have agreed that the updates inside the app are great – new font, emphasis on photos, simplified buttons, etc. It’s the logo change itself that has everyone in an uproar.
But how do you know if your logo has reached the level of identifiability in which changing it would cause outrage, rather than a warm welcome? When should brands revamp, rebrand or reimagine their logo? And what value can it bring audiences?
The Smirk team responds:
“Rebranding is something that is necessary – you shake things up, spice them up a little. However, I do think that brands need to be very cautious when rebranding because many will already have a set identity. … I think rebranding is more to “freshen things,” making them more modern and relevant to the world today.” – Liz Ramirez, Strategist
“The logo is the visual symbol of a brand’s identity. That visual creates a sense of trust and familiarity in the minds of your audience. Making a logo change is a big deal and should only happen if it’s necessary to revitalize your brand, increase recognition or eliminate an outdated look that isn’t resonating anymore.
If you’re a well-known brand and decide to make a change, keep in mind: social media will probably hate it. Rebranding causes reflexive reactions and those are often negative. Don’t change course based on the immediate reaction, listen to your audience, be responsive and transparent about the reasons behind the change.” – Allie Carrick, Managing Director
“Why do brands poke and prod their logos? Sometimes I think it’s to add some freshness or reinvent themselves when the brand might be taking a new turn. I’m all for that. One thing to do though is to run that new logo past some normal people instead of falling in love with your own genius, which seems to happen a lot. Make sure your logo means something in a not esoteric way, and for goodness sake, hire a professional.” – Mike Koehler, President and Chief Strategist
“I think a brand updating their logo is most effective when they’re rolling out other big changes … Like a website or an app interface, I think good design is rolled out in incremental changes rather than a total overhaul.” – Kailey Emerson, Business Development
Instagram communicated that the reason for the logo change was that “the Instagram community has evolved over the past five years from a place to share filtered photos to so much more — a global community of interests sharing more than 80 million photos and videos every day.” The went on to say that the company’s “updated look reflects how vibrant and diverse your storytelling has become.” To that, we say:
“While Instagram has evolved as a platform since its inception, its original logo was iconic and identified them as the digital equivalent of Polaroids. I think Instagram made this change without any substantive reason to do so and sacrificed an iconic visual brand association for something that looks like elementary level spin art.” – Allie
“I am not too keen on the Instagram revamp because I’m not sure if it correctly represents their brand. This past when I’m scrolling through my phone, I always over look the Instagram app because my brain is not used to the change. I think most people have negative reactions to logo changes because it is never explained why there is a change in the first place. If you get your loyal audience involved, the change won’t be so shocking.” – Samaiyah Islam, Strategist
“You don’t have to reinvent the wheel every time you change something in the app. Brand overhauls make sense occasionally, but the Instagram update was not one of these occasions. A simpler, more modernized version of what Instagram already had would have been a much better option to roll out the new internal updates from the platform. Keep it simple, but keep it recognizable.” – Michaela Lawson, Strategist
“From a sales/marketing perspective, I think the redesign was genius because people are talking about the app. And I would be willing to bet they had a lot of people opening that app just to see what was new or changed.” – Lennon Patton, Business Development
With logos being at the forefront of any company – but especially those with apps – redesigns require a lot of thought, conversation and transparency for them to be received well by the public. Involving your audience with your company’s decisions is a very practical modern day phenomenon that makes your fans feel closer to the behind-the-scenes daily grind at your company. Don’t neglect your loyal following and remember how your decisions affect the ones who got you to where you are today.
We’ll skip the gory details of life in the 1980s and skip straight to today’s underlying premise: I’m old.
Totally. For sure.
But as social media has evolved over the past decade or so, I’ve tried to evolve with it – while remaining true to my favorite platforms. But for all of the changes sweeping across the web, up until the past few weeks, one social network had failed to trip my trigger.
Didn’t like it, didn’t get it, understood the value for a brand and as part of a social media strategy, but otherwise, it was one big meh.
That was until early last month, when we revitalized Smirk’s dormant account and I began to check it regularly. The Smirk New Media team already had some diehard Instagrammers and we had been executing content on some interesting client accounts, but in February, it all clicked.
One of the biggest benefits I’ve seen is how Instagram really redefines how you see potential content as well as how you can frame content with a little more eye to artistry than some of the other platforms (especially now that Facebook seems to be going against the grain to de-emphasize photo content in order to prop up video reach on Pages). Plus, at the moment, they’re not playing games. When users log in, they will see the most recent content from ALL of the accounts they follow.
As a big fan of Twitter hashtags, I’m also interested in how Instagram has grown its Twitter culture. I’ve witnessed first-hand how clients (and my teenage son) have connected with subcultures and ardent fans just based on hashtag use. Though I’m still not crazy about wild hashtag abuse on Instagram – the record I’ve seen for one post is 27 – I think using it as a niche audience finder is great.
Knowing Instagram’s solid audience numbers amongst the young – Fieldhouse Media’s latest survey found 80+ percent of college athletes are using it daily – it’s fair to say there are strategic advantages to using it. Are there workflow issues with it? Lord have mercy, yes. But, for the most part, Facebook’s ownership has done its best not to muck up a good thing, and if that continues, I just may like it more.