Don’t Look Over Instagram Reels for Your Marketing in 2021

I remember the first few times I saw a friend post a Reel on Instagram and thought “well, that’s a weird knock-off of Snapchat and Tik-Tok” and wondered how or if my clients should even know about (or bother) with it.

Then in November, we also got word from Instagram that major changes were coming to how they promoted content in a much search-friendlier way (without having to use hashtags!).

Those two combined together means that Instagram with its 2 billion active users and built-in affinity groups shouldn’t be overlooked in 2021.

Use Reels for whatever you’re marketing or trying to message about and don’t skip over the functionality there.

2021 is going to be the year of 15 second videos.

Engagement umbers are already through the roof with Reels and that’s only going to continue to increase.

To further help Instagram categorize your account, you want to consistently post content that’s relevant to your niche. To illustrate, if you run an Instagram account for your dog training business, you’ll want to focus on posting content about dog training and avoid content that strays into an unrelated category. Other ways to help you show up in search within your category include following other similar accounts and adding a relevant keyword to your name in your bio (i.e., Alexa | Dog Trainer).

To compete with the rise in popularity of TikTok, Instagram launched Reels, a new form of video content delivered in 15–30 seconds to create quick, attention-grabbing moments in a creative and entertaining way. Instagram’s new UI update, which put IG Reels front and center, should hint to marketers that Instagram Reels will be here to stay in 2021.

Source: Social Media Marketing Trends for 2021: Predictions From the Pros : Social Media Examiner

Thinking with Sam Harrelson Episode 167: Thomas Whitley

I was thrilled to be joined again by my long time co-podcaster Thomas Whitley on the most recent Thinking Podcast. We discussed what he’s doing in his capacity as Chief of Staff for the Mayor of Tallahassee, FL to work with (and help) businesses in their city navigate the ongoing Covid crisis and its rippling effects…

Thomas Whitley is the Chief of Staff for Mayor John Dailey’s office in Tallahassee, Florida. In this episode, we discuss what Tallahassee is doing to help citizens and small businesses deal with the economic impacts of Covid as well as marketing efforts that the Mayor’s Office is undertaking to get the word out about those efforts.

Source: Thinking with Sam Harrelson Episode 167: Thomas Whitley

Marketing to Your Own Beliefs

I get these sorts of questions frequently from new clients:

“Why aren’t my Facebook Page posts getting more likes?”

“Why isn’t my website getting more views?”

“How can I let more people know I’ve written / made / created / offer the best service / product in my area?”

“When will people start responding to the emails I’m sending them about our product / church service / nonprofit fundraising?”

“What is the best way to market this because what I’ve done hasn’t worked so far?”

After being in the marketing world for almost 20 years now, these are among the most common questions I get from people just beginning to take marketing seriously (and have hired me to help them realize that vision).

We’ve all asked ourselves similar questions after the initial excitement of an idea has faded away due to the lack of engagement from everyone else who didn’t respond the way we wanted.

But that’s the beauty of marketing… it’s a system of nuance and subtleness and not a blunt tool. It’s not meant to “convert” (that’s sales) as much as “persuade” … and that takes extra effort and thinking outside of our own heads. Some do that with data. Some do that with incredible gut instincts.

Nonetheless, don’t fall into the trap of letting your own perspectives dictate all of your marketing efforts…

The dilemma for my boss, for me and for you – as humans – is that it’s very difficult to admit that you were wrong, or even stupid. It’s is the last thing someone will admit. The alternative is, instead of believing the evidence, you double down on your initial belief – belief perseverance – and say it’s the other person who’s wrong.

Source: Cognitive dissonance, conmen and cults: The ways marketers delude themselves

Workplace Gender Equity and Covid

I’ve been a work-from-home type for years, but as a man it’s been hard to share the experiences of being on an important client call while changing a diaper or cleaning up my son’s lunch with my male friends (or society in general).

I’m definitely not patting myself on the back here (at all… I suck at parenting but everyone’s winging it… “Here’s another marshmallow, Junior… don’t tell Mommy”), however, I am glad that more males are having to face the reality that working women and partners have had to endure for ages while exhibiting equity and egalitarianism for their children.

If anything, this pandemic will hopefully lead to a fuller understanding of the struggles and challenges that working women and partners have to endure to balance career and family…

The presence of more men sharing more fully in domestic duties for an extended period of time has the potential to create a sea change in gendered norms — at home and at work. Men teleworking during the pandemic are more likely to appreciate women’s work-family experiences, understand the value of flexible work arrangements, appreciate the benefits of relationships with work colleagues, and role model more equitable work-family gender roles for their children.

Source: Gender Equity Starts in the Home

Google Shopping Gift Guide and Importance of Trending vs Popularity

Google’s annual Shopping Gift Guide is out for 2020. While it’s a handy tool for personal shopping, it also has some incredibly helpful stats for marketing and messaging.

The trick is to focus on trending items using data. The same is true for Instagram… the hashtags that you should be incorporating into your posts for more exposure and likes (and follows) are the ones that are trending but not necessarily popular.

So, if you’re looking for some fun market research in your business’ sector, don’t pass up these sorts of insights:

  • Monitors and headsets with microphones both saw 450%+ spikes in searches.

  • Searches for streaming increased 33% this year.

  • Searches for ring lights are at their all-time high, as they provide ideal lighting for video recordings and meetings.

The Google Shopping Gift Guide provides a helpful list of products rising in popularity based on Search trends in the US.

Source: Google Shopping Gift Guide

TikTok and WordPress Integration

I’ve had a few people reach out to ask me if there’s a way to integrate TikTok with their WordPress site… so I recently did some research and testing and this is the plugin I’d recommend:

TikTok Feed is premium WordPress plugin to create stunning gallery of TikTok videos for any user, hashtag/challenge, Music or Trending feed.

With 40+ shortcode options to adjust the feed to suit your need, the plugin comes with interactive shortcode generator tool to play with and preview the output with the changes.

Source: TikTok Feed – WordPress Plugin by WPPressPlugin | CodeCanyon

Facebook and Instagram’s New Social Good for Business Platform

Along the same lines of posts I’ve been making about authentic marketing outreach aimed at specific communities, causes, and moments… this isn’t just about crass capitalism.

Businesses, nonprofits, churches, community orgs, public officials etc need to be engaged in this sort of marketing messaging regardless of your political or religious affiliations but in respect of what your group’s ethos represents… super powerful:

Show up where and when it matters.With advancements in communication, moments create new avenues for marketers, planners and creatives looking to connect with these once-a-day, once-a-year and once-in-a-while moments. Find a moment like Giving Tuesday, Ramadan or Pride Month when your business can connect with customers and communities who share the same values.

Source: Social Good for Business: Facebook Resources to Make an Impact | Facebook for Business

The Economics of Mask Wearing

For the last 18 or so years that I’ve been in marketing, I’ve used “democratization” and “community focus” as consistent buzzwords in both my consulting work as well as speaking at conferences etc.

I don’t think there’s any better example as to why those terms are important than the experience of living through 2020. Specialization is everything as people are looking for a community in new ways online to replace the in-person human element we all miss.

Regardless of whether we are able to have in-person gatherings again soon and not have to worry about the virus, things have changed for many of us and there are new habits and norms (Zoom and hyper-special media isn’t going away) that will not be going away. I don’t know about you, but I’m going to be wearing a mask for a while.

One key I’m pushing with all of my clients is the idea of specialization in community building. As marketers, we’ve generally done a poor job of handling “community building” correctly. There has been too much focus on affinity metrics, KPI’s and NPS (Net Promotor Score) that has resulted in insulting generic surveys when we happen to purchase anything from dog bowl from a pet’s store all the way to a car. “TELL US HOW WE DID!” is now one of the least clicked email subject lines in our inboxes.

Engagement, authentic presence, customer service, and democratization of the message are very important. But “generic” is a poison pill. Choose wisely in your messaging in 2021.

DeepMind AI Cracks Protein Folding

Incredible advancement in very important science…

“With its latest AI program, AlphaFold, the company and research laboratory showed it can predict how proteins fold into 3D shapes, a fiendishly complex process that is fundamental to understanding the biological machinery of life.

Independent scientists said the breakthrough would help researchers tease apart the mechanisms that drive some diseases and pave the way for designer medicines, more nutritious crops and “green enzymes” that can break down plastic pollution.”

apple.news/A2R762pmKQm-u_eRyAQnmZg

Tuesday, November 17, 2020

Since I was in college (maybe before), I found the concept of pillows strange. So, I started sleeping without one. I’ve always primarily been a “stomach sleeper” (which is a benefit if I ever do contract Covid, I guess). My normal sleeping posture involves my head resting on my left arm face down with my right arm curled up so that my right hand is curled just below my chin.

I’m not sure why I have such an aversion to pillows. I’m not alone, evidently. King Henry VIII banned the use of soft pillows for anyone except pregnant women.

Maybe it’s that independent streak I have and my assurance that I shouldn’t have to rely on things like external pillows for comfort and sleeping posture if I can do it all on my own. Which seems to be a good metaphor for this time in our lives where we are all forced to reconsider what is important and what we rely on to make it through our days and nights. Whether that’s the camaraderie of a busy office space with our co-workers, or meals with friends, or opening night of a major movie in a crowded theater… our brains are undergoing cognitive loads that many of us aren’t realizing but definitely feeling the effects in our day-to-day walk through life.

But in times of change and disruption, the creative spark is made more available as our brains try to make sense of a new reality. Perhaps that what’s the pillow was supposed to prepare us for over the last 10,000 years or so that we’ve actively been using them as human beings. Learning to find comfort in the dark and mysterious time of night with all of its dragons and witches and spells while we give our brains time to defrag from a long day of processing being human.

Most of us aren’t spending our days gathering barley, millet, and emmer or stalking a herd of antelope hoping for a successful hunt to feed our families and appease our gods… but 2020 is weird. Give your brain time to rest and process at night whether you use a pillow or not. Dream up new avenues for your own creativity whether you’re looking for a business angle, a sermon message, or just a new hobby to replace Netflix binging.

What I’m Thinking About Today

At Tuesday’s hearing, Jack Dorsey, Twitter’s chief executive, said the company would no longer make policy exceptions for Mr. Trump after he leaves office in January. During Mr. Trump’s time as a world leader, Twitter allowed him to post content that violated its rules, though it began adding labels to some of the tweets starting in May to indicate that the posts were disputed or glorified violence.

“If an account suddenly is not a world leader anymore, that particular policy goes away,” Mr. Dorsey said.

Well this out to be interesting…

This thing works like an iPad. That’s the best way I can describe it succinctly. One illustration I have been using to describe what this will feel like to a user of current MacBooks is that of chronic pain. If you’ve ever dealt with ongoing pain from a condition or injury, and then had it be alleviated by medication, therapy or surgery, you know how the sudden relief feels. You’ve been carrying the load so long you didn’t know how heavy it was. That’s what moving to this M1 MacBook feels like after using other Macs.

Instagram users’ ability to search is getting an upgrade. Today, the company announced that English-speaking users in six countries, including the UK, US, Ireland, and Canada, will be able to search the platform using keywords. Before today, they could only search for hashtags or accounts. So, for example, if you previously wanted to find “healthy recipes,” you’d only be able to search for posts that tagged #healthyrecipes or accounts with variations on “healthy recipes” in their name or bio. Now, however, Instagram will let people search the keywords themselves, meaning posts that feature healthy recipes should surface, even if the specific tag is missing.

This is super helpful for content creators in specific niches and should help elevate quality posts that otherwise get buried in heavily trafficked hashtags.

Well that’s interesting.

To be updated throughout the day