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Intensify Your Instagram How to Create Interactive and Creative Stories that Resonate with Students and Call Them to Action #UMDSOCIAL Niku Letang & Lauren Hamilton UMD Education Abroad

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Page 1: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Intensify Your InstagramHow to Create Interactive and Creative Stories that Resonate with Students and

Call Them to Action#UMDSOCIAL

Niku Letang & Lauren HamiltonUMD Education Abroad

Page 2: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Attendees in this session will learn how to:

● Differentiate between Instagram stories and profile feed● Tell your story using gamification tools that drive engagement and

inspire action● Use student generated content to diversify your content & audience ● Organize story content in consistency with your branding● Measure the performance of your stories ● Build an Instagram story strategy around your goals● Make simple improvements to your stories today that can have a big

impact

Learning Objectives

Page 3: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

● The new Snapchat?● Highly interactive features● Separate from traditional posts● Great for content that you don’t want to overwhelm your feed ● Great for content that might conflict with your brand aesthetic

What’s So Special About Instagram Stories?

Page 4: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

What’s So Special About Instagram Stories?

2016 Instagram Stories was launched

500 million active daily users

One Third of the most viewed stories are from businesses

50% of businesses create at least one story each month

1 out of 3 of the most viewed stories are from businessesStats from IG Business

Page 5: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Stories Vs. Profile

Stories Profile

Featured at the top of home feed and your profile Accessed from the home feed or by clicking on the profile icon

Sequential/slideshow - conducive to storytelling Posts can be related or unrelated - good for showcasing versatility in content

More posts = more your story is suggested to viewers

More engagement = more your post is suggested to viewers

Posts disappear after 24 hours but can be archived

Posts remain on personal feed until they are deleted or archived

Circle appears around profile photo as a visual indicator of new posts

Audience needs to find your new posts on the home feed or go to your profile to see if you posted something new

Page 6: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

EducateEA educates students about our services or programs in a way that is not limited to traditional forms of communication.

PromoteMeet students where they are. Stories serve as a fun supplement to our website, tabling, flyers, and events.

Student FeedbackEA uses stories’ gamification stickers to find out how much students know about our services, answer their questions, and to get a sense of their interests. Helps inform our strategies.

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Student Generated ContentStudents serve as representatives of study abroad. Prospective students want to see what it’s like to study abroad from students’ perspective. Great way to bring in student perspective, keep your account active, and appeal to students from a variety of social & academic backgrounds.

Call to ActionThis can include anything from visiting our website to viewing a post on our feed. Gamification tools are best for immediate action.

On the Scene ContentEA captures events on our stories while they are happening without overwhelming our feed or audience’s timeline.

Instagram Stories at Education Abroad

Page 7: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Question Stickers

Page 8: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Polls

Page 9: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Quizzes

Page 10: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Quizzes

Page 11: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Quizzes

Page 12: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Students’ Stories

Page 13: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Student Takeovers

Page 15: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Highlight Reel

Page 16: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

First Things First… Convert your account into a business account

Instagram Story Analytics

Page 17: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Instagram Story Analytics

InteractionsMeasures the total actions people take when they view your storyReplies: the number of times people reply to your storyProfile visits: the number of times people visit your profile from your storyOther metrics: shares, website clicks, call, sticker taps

DiscoveryMeasures how many people see your story/the scope of your audienceImpressions: the number of times a photo or video was seen in your storyReach: the number of unique accounts that saw a photo or video in your storyFollows: the number of accounts that started following you

NavigationMeasures how many people complete your story Back: the number of times people tapped to see the previous storyForward: the number of times people tapped to see the next storyNext Story: the number of times people swiped to see the next account’s storyExit: the number of times people closed your story

Page 18: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Instagram Story Analytics

1st

Post

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Instagram Story Analytics

3rd

Post

Page 20: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Instagram Story Analytics

Final

Post

Page 21: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

What’s Next for Education Abroad?

CampaignsDeadlinesEvents

Page 22: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

What’s Next for Education Abroad?

Page 23: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

1 Educate 2 Promote 3 Student Feedback

Build Your Story Strategy Around Your Goals

● Expert Videos

● Quizzes

● Student Takeovers

● Polls

● Ask a Question

● Quizzes

● Student Stories

● Student Takeovers

● Quizzes

● Countdown

● Polls

● IG Live

Page 24: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

● Use the location sticker to grow your reach● @Mention other accounts in your stories ● Use hashtags just like you would on a post ● Use third party apps to make your stories

more visually appealing○ Adobe Spark Post, Canva, Unfold,

PicMonkey, Hype-Type, PicCollage

Simple Tips to Improve Your Stories Now!

Page 25: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

● Use insights/analytics to inform your posting strategy.● Focus on the content your audience engages with the most and convert that

into successful stories.● Draft your stories ahead of time.● Use stories to drive engagement on your profile posts. ● Be very specific with the message or content you want to communicate. Don’t

post too many stories at once.● Story content should be cohesive. ● Uniform formatting is easier on the eyes.

Other Things to Consider

Page 26: Intensify Your Instagram - University Of Maryland Your Instagr… · Use insights/analytics to inform your posting strategy. Focus on the content your audience engages with the most

Any Questions?

Thanks for attending!

Contact Us:Niku: [email protected]

Lauren: [email protected]