Do You Cross-Promote Content?

Do You Cross-Promote Content?

Do You Cross-Promote Content?

Do You Cross-Promote Content?

Cross-promotion means that you and not single-minded about your social media strategy and you use more channels. For example, you can have a LinkedIn account to connect with partners and clients, a Facebook page for the general public, Twitter for short updates, and a YouTube Channel to share the latest insights. Instagram is also a good idea if your business can be visual, like food, drinks, apparel or home design.

As you can imagine, the information shared on these channels will all relate to your company and brand. However, it’s best to create a strategy and distribute the content according to the segmentation of the target public.

Cross-Promote, Don’t Cross-Post

The capital sin of cross-promotion is cross-posting. This happens either due to laziness, a lack of time or lack of understanding. Sharing the same content across all platforms can hurt the relationship with followers and fans.

Even if you want to say the same thing, it is a good practice to tailor your content to the platform. For example, if you have crafted a communication initially for Facebook, it will be potentially too long for Twitter. In the same manner, the numerous hashtags which are great on Instagram will look annoying and out of place of LinkedIn.

Tailor-Made Content

One way to avoid this sin is to go through a checklist and adjust the message and visuals accordingly. A minimal agenda of quality content includes:

  • What is the audience of the platform? Is it more business-oriented or fun? This helps you set the tone.
  • Are there any length constraints? Focus the message in fewer words or use emojis.
  • Are there platform-specific elements? Here it’s time to think about hashtags, handles and cropping your photos to the right size.
  • What are the best times to post? Each platform has its own rush-hours, and you should be there when your audience is.

Cross-Promote with Friends

Cross-promotion doesn’t stop at your own channels. You can branch out if you create partnerships with companies in related or even non-related businesses. For example, if you have a bar, you can cross-promote with a taxi company, advertising that you don’t support drinking and driving.  Be sure that when you select your cross-promotion buddies their style, tone and message complement yours. Once clients make associations, it’s hard to take them out of their mind.

On social media, it’s all about the more, the merrier, and cross-promotion is at the heart of it. If you feel that jumping between platform is complicated, don’t hesitate to ask us. We’ll be happy to provide guidance and real-life examples.

How Do Organizations Leverage Facebook Live?

How Do Organizations Leverage Facebook Live?

How Do Organizations Leverage Facebook Live?

How Do Organizations Leverage Facebook Live?

Facebook Live is not only for teenagers looking for attention. With some branding strategy behind it, you have a powerful tool to market your business. This is a breath of fresh air in an overcrowded environment.

In fact, organic engagement on Facebook has been in a steep decline for the last 3-4 years. Things are not looking brighter in the near future either. Recent changes are in favor of personal accounts and sponsored content. As an organization, if you still want to stand out online you need to leverage this tool which was inspired by Snapchat. How can you do this effectively?

1. Go Behind the Scenes

Take your fans on an impromptu tour of your business, let the meet the faces behind the work. Give them some insights on how it’s made. Use this opportunity to remove some controversy or to share some interesting facts. Be as genuine as possible.

2. Answer Questions or Create Interactive FAQs

Facebook Live is about offering value in an attractive way which is great since you get all the tools to broadcast your ideas for free. You only need to create the content. Sometimes you can only create the answers to your client’s questions. Look through comments, reviews and inbox and select those recurrent themes which you believe deserve more attention. You can also redesign your FAQ as a live session which you can then archive and save for further reference.

3. Review Products or Announce New Ones

Most people are visual creatures. User manuals are outdated and can easily be replaced with live demonstrations. These could be unboxings, assembly, normal use or special features. You can even create some excitement about upcoming products by teasing the audience. Show just a glimpse of the new product or brag full-scale. Even if you work B2B you can still take advantage of this approach.

4.   Build your Community

Posting content on Facebook Live is all about getting in touch with your audience. It brings followers closer to your brand since it feels more real and in the moment. You can use it to promote upcoming events, create a sense of community. Use it on your page or in your groups.

Does your company use Facebook Live? If you don’t feel comfortable in front of the camera you can start with a script and work your way towards a more relaxed approach. We’d be happy to help you get on this bandwagon.

When to Sponsor your Content on Instagram

When to Sponsor your Content on Instagram

When to Sponsor your Content on Instagram

When to Sponsor your Content on Instagram

When Facebook put Instagram under their umbrella, they acknowledged the considerable advertising potential of this platform. Sponsored content was already huge on social media due to Facebook’s excellent niche segmentation. The big mistake is to treat Instagram ads just like Facebook ads. Many marketers fall for this trap due to the easiness of sharing the same content on both platforms. Savvy advertising people acknowledge the differences and recognize that people interact on these platforms in very different ways. In fact, Instagram posts get far more (up to 10 times) interaction compared to other platforms.  

Does it Make Financial Sense?

The higher engagement rate is motivated by the visual content and the user experience of the platform. This drives down the cost per thousand impressions (CPM) to about half to what we see on Facebook. As time passes and users become more used to the feed the rates will converge. Right now, Instagram is still almost half as cheap as Facebook.

It’s worth noticing that, similar to Facebook videos outperform images and carousels are the cheaper. Single photos are the most expensive choice. So, if you decide to sponsor content bet on videos, if possible.

If you are using influencers, be sure to assess their fees by using a calculator and evaluate if the offer is right. Look for engagement rates, not only the total number of followers.

The Right Mix for Sponsored Content

Sponsored posts shouldn’t be perfect, but a good mix of brand awareness, innovation, graphics, and humor. Since Instagram is based on the idea of freshness and authenticity, even if your post is part of a campaign it should feel user-generated. Don’t overdo your placing or composition. Try to capture a bit of life or a feeling instead of creating an elaborate post.

Since you can choose your demographics, always segments your sponsored ads. Eliminate the costliest segment and focus on the middle. The marketer’s skill is to reduce costs and redirect the budget where the highest engagement is.

Final Decision

You don’t need to sponsor every post to get engagement. Select those posts which are the most vibrant and communicate your brand from an innovative angle. Always use metrics to assess relevance. Every time you sponsor content, create a dedicated landing page and put in in the bio. Even if this is temporary, it means using Instagram as the top of your marketing funnel.

Don’t be afraid to experiment with sponsored content. You might be very pleasantly surprised. Do you need help in creating a strategy in selecting the posts you intend to sponsor? Just drop us a line.

Selecting Ambassadors and Collaborations on Instagram

Selecting Ambassadors and Collaborations on Instagram

Selecting Ambassadors and Collaborations on Instagram

Selecting Ambassadors and Collaborations on Instagram

Sometimes beating your own drum on Instagram won’t get you too far. The best advertising is when other people endorse you. Extra points if these people are knowledgeable in the industry, trustworthy and have enough followers to make a difference for your baseline.

First, you need to get straight some terminology. In this game, you have bloggers, influencers, and ambassadors. The first can range from a very local influence to national, household names. Usually, the number of followers dictates the status, and most influencers have at least 10K fans. Ambassadors are selected from influencers and develop a closer relationship with the brand.

Initial research

When selecting your ambassador or just a collaboration you need to start by researching their profiles. Look at the hashtags they use, the reactions they get per post and even the color scheme. All these elements need to be in tune with your communication.

Research their endorsement terms and check if these match your projected budget. Inquire if they only take cash or would be happy with a product exchange. Usually, the higher the rank of the influencer, the less likely they will work just in exchange for products. It never hurts to ask. Create a list of “most wanted,” “highly preferred,” and “ok.”

Look at the Numbers

Speaking of numbers, fill in the previous list with relevant metrics. These include the total number of followers, the average number of reactions per post (engagement rate) and demographics.

Don’t be afraid to ask the potential collaborators for relevant statistics from their back-end. It is not intrusive; it’s just due diligence. If they refuse to offer their engagement rates or other statistics that is a major red flag.

The key is to go for the sweet spot which balances the reach, engagement, and budget.

Picking the Wrong Ambassador

Selecting the right ambassador is a delicate matter, and sometimes even big brands fail. For example, using Oprah (14.8M followers) for Windows 8 was not the smartest move. The key to social media marketing is authenticity. Although people know sponsored posts exist, and ambassadors make money, they still want to feel a connection.  

Another mistake not being on the same page with your ambassador, either the message or even as tone. They already are a brand on their own, don’t try to change them to match yours. Just select wisely from the available pool.

Do you think you know how to select a brand ambassador or you feel overwhelmed by the number of possible choices? Give us a message if you think you could use some guidance in choosing the Instagram face of your company.

How to Create a Winning Hashtag Strategy

How to Create a Winning Hashtag Strategy

How to Create a Winning Hashtag Strategy

How to Create a Winning Hashtag Strategy

Instagram is the most hashtag-centered social media platform so far. While on Twitter adding a hashtag makes your content more retweeted, put just one more and suddenly you are not popular. On Instagram, however, you can make the whole caption of a post only from hashtags. The recent changes even encourage this practice and allow users to follow hashtags like they follow accounts. As a business, you should take advantage of this opportunity and craft your hashtag strategy to attract followers and serve their interests.  Here are a few tips to get your hashtag game started.

Be Relevant

Create a list of the most relevant hashtags. Include General Feeling, Industry, Geography, Local Relevance, Business Specific, Unique Selling Proposition. Aim to have at least ten hashtags for each so you can combine them for each post. Instagram even gives a penalty to accounts that abuse (use over and over again) the same hashtags.  

In your selection look at how popular is each hashtag you select and try to create a mix of the most popular (500K-+1M) and medium popularity (10K-500K). Of course, your hashtags can have only a few hits.

Jump on Trends

You can upgrade your hashtag strategy by incorporating some trendy tags that are short-lived but could boost you in the attention of new clients. For example, if you sell cakes, flowers or dresses and you didn’t brand your content with #RoyalWedding lately, you just missed o good wave.

Use a calendar of upcoming events and upgrade your posts with those unique identifiers for the days. Don’t overdo it or have very high hopes but use this as a way to branch out and potentially get some more exposure.

Be Consistent Without Boredom

Starting from the list you created before, play with the hashtags defining your brand starting from the image you promote. It’s advisable to use 3-4 new hashtags for every post, but the bulk should stay within your brand guidelines to ensure that your followers get what they hope for.

Along with your “signature” hashtags, you can always include more interesting ones. Cross-tag with partners and others in your industry.

When it comes to Instagram, the best advice you can get for your hashtag strategy is to take it with a grain of salt. Consider it an experiment, don’t get attached to hashtags. The preference for specific words or expressions can last for years if these become catch-phrases. On the opposite end, you could have other for just a few days until the next trend emerges. Do you feel like you need some help?  Lost in the hashtag world? We’re here to help.

The Latest Trends in Instagram Bios for Businesses

The Latest Trends in Instagram Bios for Businesses

The Latest Trends in Instagram Bios for Businesses

The Latest Trends in Instagram Bios for Businesses

Instagram is all about being visual, fun and showing off your true colors. But what if you represent a business? How does an Instagram bio for business work? Do you go all corporate or use emojis instead? The answer lies in making the statements fun enough to catch a potential customer’s eye and serious enough to get their trust. Due to space constraints using symbols is ok as long as they make sense and you don’t abuse them. Let’s take the elements one by one and identify best practices to become an influencer.


Instagram has introduced the option to follow hashtags as you follow accounts. You might take advantage of this option and make your feed more discoverable by adding just the right amount of the “#” power in the mix. Keep it light, maximum two or three hashtags are sufficient. You (or your social media manager) could even create your own and use it as a watermark for your posts to prevent theft.


We’ve come a long way since the humble smiley (☺️), we now have a whole emojipedia to choose from. Go through the categories and pick the best ones for your business. Don’t get too sophisticated or try to make cryptic messages. Your clients are not trying to solve the mystery of the pyramids again.

The unwritten rule is that you don’t double words with emojis but enhance. For example, you can say “?? Studio” or “? Gym,” but it’s less advisable to say “??Dance Studio”.


If you have a recognizable slogan for your brand (“Just do it”), you can use this in your bio as a way to bring coherence to the communication and help your clients recognize your message across platforms. A great example of this comes from the account of TED Talks.


Some activity sectors have strict requirements. If you have a business dealing with tobacco, alcohol or plastic surgery you need to display some age requirements in your Instagram bio to comply with international laws. It takes up a bit of space and maybe some of the fun, but better safe than sorry. You can compensate for this by using some of the other elements described here and be just as convincing and even entertaining.

Do you have a bio you are proud of? Let us know what you like most about it. Do you feel stuck in creating the perfect one? Let’s do this together.