What You Need To Know When Starting Social Media Accounts

What You Need To Know When Starting Social Media Accounts

Currently, 60% of individuals use the internet more than 5 times a day, with 91% saying that Facebook was their preferred social media platform. These statistics show that the online community is a vital area companies should be taking advantage of to reach consumers.

Why should your business use social media?

Social media’s main purpose is to connect people. When businesses use social media, not only are they able to connect with their audience, their audience is able to grow.

In the Yellow Social Media Report 2018, over 50% of consumers highlighted saying that they are more likely to trust a brand if their social media is up to date, engaging and interact regularly with their customers through various online platforms.

Not only will businesses be able to grow their platform, they will also be able to monitor their competitors. It is important for brands to be aware of what their competitors are offering and working towards. If businesses are not silently following their competitors, it would be easy for brands to become unaware of what they are really competing against and potentially fall out of the competition.

What to consider before starting social media accounts

For a business to optimise online spaces, it is important that they begin with a clear and concise image of how their brand is going to look on each platform, and how to play to each platform’s strengths.

Each platform appeals to a different audience through its algorithms, features, usability and overall attraction. Businesses should consider the demographic they are trying to target and then decide which platforms will be beneficial for reaching their desired audience. In saying this, businesses should not fall into the trap of using only one platform. Although each platform has a particular demographic, this is only a majority of the individuals who use the platform. The smaller portion should not be ignored.

Once you have decided which platforms you want to use to enhance your business, you should begin to understand the basics of each platform’s algorithm. It is one thing to post on social media, but it is another thing to post effectively. For platforms such as Facebook, who work to make family and friend posts priority rather than business posts, it would be useless to post ‘normally’. These factors must be taken into account in order for posts to be seen and recognised.

When businesses first post content there will be a certain element of educated guesses as to when the best time to post is and the alike. This is one of the vital reasons why businesses need to be vigilant at monitoring their analytics. The important information that businesses that should be tracked are:

  • Optimal day and time to post
  • Reach
  • Engagement
  • Impressions
  • New users/viewers
  • Audience sources

This information will give businesses an overall view of their audience, how well their content is performing and what content has received the most traction.

How to make online audiences take advantage of offline opportunities

With all this information, how does a brand make their followers interact with their brand offline in terms of sales and creating profit?
The top three reasons why consumers follow brands on social media are:

  • Discounts
  • Give-aways
  • Product information

Social media should be used as an extension of an offline brand. It should be used to compliment and reach a wider audience, but not take away from their offline aspect. Brands and businesses should not be afraid to post information about their offline space in their online space as this will create a cohesive relationship between their social media following and their physical business.

Social Media Algorithms: How Twitter decides what you see

Social Media Algorithms: How Twitter decides what you see

This is the third instalment of Kamber’s fortnightly series on social media algorithms. This instalment follows previous research into the algorithms behind Facebook and Instagram.

Around 6,000 tweets are tweeted per second. That equates to approximately 500 million tweets being sent per day! With such high traffic on the platform, how does Twitter decipher what tweets you should be seeing?

Twitter’s timeline can be broken into three parts – ranked tweets, ‘in case you missed it’ and remaining tweets. The first two sections feature only a limited number of tweets with the bulk of what you see being displayed in the remaining tweets section. Twitter’s method behind this format is to cater for various user timeframes. It aims to show you the most important and interesting tweets in a short and concise format, while also catering to those who want to spend more time on Twitter and not miss any updates.

Algorithm breakdown

Machine Learning Algorithms (MLAs) are common among popular social media platforms such as Instagram and Facebook. Similar to these platforms, Twitter uses an MLA method, but only for the ranked tweets and the ‘in case you missed it’ section of the timeline.

An MLA aims to show you the content that will be most interesting to you. It works to eliminate what you will find irrelevant to keep you scrolling and engaging with the platform. On Twitter, this type of algorithm considers factors both about you and the tweet itself. Twitter’s algorithm aims to consider a range of factors which contribute to determining how relevant a tweet is to you. The algorithm ultimately assigns each tweet a relevancy score by considering the following factors:

  • The tweet itself – recency, the presence of media and total interactions
  • The tweet’s author – the strength of your connection to them based on your previous interactions
  • You – your previous interactions with the platform and the content you regularly search for / interact with

Now that we’ve cleared up how Twitter’s MLA broadly works, let’s look at it specific to the three parts of your timeline.

Ranked tweets

The first section you see when you open your timeline is the tweets that are categorised by their MLA relevancy score. The higher a tweet’s relevancy is, the more likely it will be displayed in this section.

This initial section focuses on your interactions with the platform. The MLA monitors what content is common amongst the tweets that you click on, retweet, comment on and like. It also monitors who you are interacting with through the platform. All this information is collated and used to determine what tweets reflect what you are interested in the most and thus, used to determine what you should see in this section.

‘In case you missed it’

Never seen this section before? Well, that’s because it is only shown to people who have been inactive on Twitter for a lengthy period of time. The aim of this section is to show you a few important tweets that may be very relevant to you but classified as ‘too old’ to be in the first section of your timeline. The MLA analyses content in a similar matter to the previous section but works with a pool of tweets that exclude tweets that will be featured in the first section as well as ones that have an older timestamp of a few hours, days or even weeks.

Remaining tweets

This section is surprisingly different from the previous two in terms of how it orders the tweets from those you follow. To order the tweets that have not been featured in the ranked tweets or ‘in case you missed it’ sections, Twitter uses a reverse chronological ordering method; the most recent at the top and then descending into older content based on the time that the tweet was posted.

Tweets that feature at least one hashtag are proven to perform 16% better than tweets without. #socialmedia Click To Tweet

On the surface, your timeline looks relatively straightforward, but behind the scenes, Twitter’s algorithm works constantly and almost instantly to provide you with the most relevant and up to date content.

Which MLA based platform do you prefer – Twitter, Instagram or Facebook?

What Are AMP Stories and What Do They Mean For Your Website?

What Are AMP Stories and What Do They Mean For Your Website?

More than 5 billion Accelerated Mobile Pages (AMP) have been created since they were launched in 2015. So what are they? AMP is designed to provide mobile users with web pages that load instantly by simplifying the HTML, JavaScript, and Content Delivery Network (CDN).

Now Google has launched the latest chapter of AMP: AMP Stories.

 

 

AMP Stories are designed to be immersive, tappable, full-screen content; like you see on Snapchat and Instagram stories. Until now, AMP has only been suitable for mobile, but Google has rolled out desktop support which will allow these stories to be supported by any kind of device.

Traditional AMP relies on text-driven content but stories are designed to be “visually rich”, relying heavily on images, videos, and animation to tell the story. This means instead of reading a news article, for example, users can opt to tap through the visual AMP story and absorb the main points in a more dynamic way and in a much shorter timeframe.

What does that mean for your webpage?

Like traditional AMP, stories have the potential to positively affect your SEO. Google has long adopted a mobile-first initiative. In addition to that, Google announced that from July 2018, loading speed of mobile websites will be a ranking factor in mobile searches.

From July 2018, loading speed of mobile websites will be a ranking factor in mobile searches Click To Tweet

Are these stories worth looking into? Definitely. Any business with a content strategy should be able to incorporate the stories into their existing plans – think tutorials, product reviews, lists etc. AMP stories have the potential to improve user experience and help brands deliver content in a captivating way.

The Best of 2017 in Technology, Content and Culture

The Best of 2017 in Technology, Content and Culture

End of year means the inevitable flood of ‘top’, ‘most’ and ‘best’ lists, along with the obligatory predictions for what’s to come next year.

Here at Kamber we’ve been keeping our eyes on the best of the best in technology, content and culture from Australia and around the world. Here’s what’s caught our attention – all conveniently curated in one place for your enjoyment.

Happy Holidays – bring on 2018!

Google’s most searched 2017
The top trends data reveals that we’re mostly asking Google ‘how’, seeking to make sense of the world around us. Sport was the single most searched topic in Australia.

The most shared Facebook content
The team at BuzzSumo supply a nice wrap up with insights broken down by sector. Not everyone can break the internet like some of the content featured, but there’s important and valuable lessons for content marketers in here nonetheless.

Facebook Australia’s most discussed topics
When planning and developing content it’s always great to know what’s resonating and what people are looking for. Facebook Australia’s most discussed list for Australia in 2017 is a great insight into just that.

Twitter Australia’s most discussed topics
Not to be outdone by Facebook, Twitter Australia also released its most discussed topics list… and there’s some differences in there. Not to spoil it for you, but politics and marriage equality topped the list.

Apple’s apps of the year
Chosen by App Store editors, this list crosses a heap of themes (from photography to mindfulness) and will definitely pique your curiosity. Give some of them a try over the festive season break!

100 Best Android Apps of the Year
Not an Apple user? We’ve got you covered – this top 100 from Digital Trends covers everything from productivity to news and sports.

Car of the Year
Never heard of a Skoda Kodiaq? You have now – and news.com.au’s team of reviewers think it’s pretty darn good.

Albums of the Year
The team at BBC’s 6 Music has spoken – this is what your ears should feast on over the festive season. Enjoy!

TIME Person of the Year
Yes it’s already been reported far and wide, but we love it. Here’s to all the silence breakers.

Netflix’s Most Binged Shows of the Year
Check how your bingeing compared to others and add to your ‘must watch’ list for the festive season.

Pantone’s Colour of the Year
Pantone has spoken – Ultra Violet 18-3838 is where it’s at in terms of colour for 2018. Get familiar with it – you’ll be seeing A LOT more of it in the year ahead.

The New Yorker’s Best Podcasts of 2017
It’s been a great year for podcasting – feast your ears on these recommendations from The New Yorker.

Best books of 2017
The esteemed panel at The Guardian has put together a formidable list of reads featuring something for everyone.

Best memes of 2017
Who doesn’t love a good meme? Here’s 50 of the best courtesy of Thrillist.

Best new TV shows
Netflix ain’t the only one serving up binge-worthy content – Paste Magazine has compiled its best 17 from across TV-land this year.

Platform 5: This week’s most important social media changes (edition 108)

Platform 5: This week’s most important social media changes (edition 108)

This week’s 5 most important social media changes

What’s changed in the last seven days? What does it mean?

Facebook’s new Local app, updated ad optimisation and more Stories distribution. There’s extra visual search on Pinterest and following Instagram hashtags.

Let’s take a look at these changes in more detail.

Facebook unveils new and improved Local app

This latest offering from Facebook is an updated version of its Events app, which will connect users with places and events areound them based on categories (e.g. sport,food,shopping). With users able to filter results by categories such as relevance, distance and rating, it’s never been more important to have your ratings in top shape on Facebook and your profile complete and up-to-date.

Read more here.

Instagram testing hashtag follow feature

If this test works out, people / profiles won’t be the only thing you can follow on Twitter. Instead, like using Twitter on platforms like Tweetdeck, you’ll be able to follow hashtags to stay up-to-date with specific topics and interests. If your brand’s hashtag game isn’t on-point on the platform, now’s the time to review and update to ensure your content’s included in these hashtag feeds (assuming, of course, the feature rolls out globally in the months ahead).

Read more about the test here.

Facebook’s new ad option

Advertisers just got a new Facebook tool. Aptly named Campaign Budget Optimisation, the tool will automatically allocate budget to the highest performing ad set once the campaign budget is set, meaning total campaign spend is optimised and not spent unnecessarily on under-performing ad sets within a campaign.

More about Campaign Budget Optimisation here.

Pinterest now has 3,000 visually searchable categories

The platform this week announced updates to its Lens and Visual Search capabilities, including a QR code style tool called Pincodes which will allow users scan direct from a code through to a board. It’s a timely reminder of the importance of visual search for brands in their content marketing strategy.

More on updates to Pinterest Lens and Visual Search here.

Facebook expands Stories

Brace yourself, Facebook Stories are coming to your newsfeed. The updated version of Stories launched this week and it’ll allow Stories to be linked to Events, Pages and Groups. It’ll also start delivering these Stories (including those from Instagram and Messenger) to the top of your Facebook feed – another opportunity to get timely, daily snapshots out to your community.

Read more here.

Follow us on Twitter for news of these social media and content marketing changes as they happen.

New tech news: GoPro Fusion and 360 video

New tech news: GoPro Fusion and 360 video

Every now and then something comes along with the potential to shift the landscape. In our first edition of New Tech News we dive into the growing use of 360 video and video production, along with the latest 360 video offering from market leader GoPro.

 

The state of 360 video

Across the industry, 360 has yet to be fully embraced by large audiences, despite the high positive sentiment it’s received to date. This could be attributed to a number of things – capable hardware, slow internet speeds or even lack of interest. But, as the major players like Youtube, Facebook and Vimeo continue to develop support for 360 and VR videos, we’ll likely start to see that change.

Until now the production of 360 video (particularly post-production), has been a complex and arduous task that demanded a lot of specialised equipment, software and know-how to be able to produce a quality final product. This started to change this year thanks to Samsung’s redesigned Gear 360 camera and software (which does most of the hard work for you), Adobe’s integration of 360 video editing directly into Premiere Pro CC and now the GoPro Fusion.

 

GoPro Fusion

Although there’s already a number of consumer-focused 360 cameras on the market, the GoPro Fusion is a step above.

Why? Basically, it seamlessly fits within the existing GoPro infrastructure including mounts, gimbals, grips and software – instant appeal for those already operating within the GoPro world.

The camera boasts two lenses, gyroscopic image stabilisation (negating the need for a gimbal), GPS, accelerometer and a built-in compass. The results are incredibly smooth, and with the added benefit of being waterproof (up to a depth of 26’/5m) it continues GoPro’s ‘action cam’ legacy.

One of the most interesting features, however, is what GoPro has dubbed ‘OverCapture’ – a term used for all of the footage captured by the camera that is ‘behind you’ when you are navigating around a 360 video.

The idea is to be able to shoot everything in 360, then choose your angles in post-production – meaning you’ll never have to frame a shot ever again! The result is a 1080 video with extremely slick transitions, visually stunning effects (such as the ‘tiny-planet’ look) and far more flexibility than a single-lens camera will ever offer.

Although the capture of 1080 isn’t a new concept, it’s interesting to see GoPro featuring this and creating software geared towards using the potential of that ‘unused’ footage. The program geared towards this is called Fusion Studio and allows you to create some unique effects that haven’t been possible in the past, as well as being able to colour grade and seamlessly (360 video pun intended) flick your footage through to Premiere and After Effects.

 

 

What does this mean for brands and filmmakers?

The biggest impact will be the almost certain influx of people stepping into the 360 video space and, like any new tech, this present the opportunity to get in on the ground floor with creative productions.

Other opportunities lie in creating something outside GoPro’s intended use. We’ve seen numerous creative executions including commercials, short films, experimental films and even a couple of GoPros getting pretty close to being put in orbit! It’s through these executions that GoPro has cemented itself as a major player in the filmmaking world – if 360 video and the GoPro Fusion are adopted in the same manner we’re set to witness some special filmmaking in the years to come.

 

 

The GoPro Fusion will be available in Australia from November. Shop it here.

References and further GoPro reading: PetaPixel, The Verge, Wired

Image credit: Peta Pixel

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