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Three main factors determine what you see in your Instagram feed:Interest: How much Instagram predicts you’ll care about a post, with higher ranking for what matters to you, determined by past behavior on similar content and potentially machine vision analyzing the actual content of the post.Recency: How recently the post was shared, with prioritization for timely posts over weeks-old ones.Relationship: How close you are to the person who shared it, with higher ranking for people you’ve interacted with a lot in the past on Instagram, such as by commenting on their posts or being tagged together in photos.

eyond those core factors, three additional signals that influence rankings are:Frequency: How often you open Instagram, as it will try to show you the best posts since your last visit.Following: If you follow a lot of people, Instagram will be picking from a wider breadth of authors so you might see less of any specific person.Usage: How long you spend on Instagram determines if you’re just seeing the best posts during short sessions, or it’s digging deeper into its catalog if you spend more total time browsing.

Instagram is not at this time considering an option to see the old reverse chronological feed because it doesn’t want to add more complexity (users might forget what feed they’re set to), but it is listening to users who dislike the algorithm.Instagram does not hide posts in the feed, and you’ll see everything posted by everyone you follow if you keep scrolling.Feed ranking does not favor the photo or video format universally, but people’s feeds are tuned based on what kind of content they engage with, so if you never stop to watch videos you might see fewer of them.Instagram’s feed doesn’t favor users who use Stories, Live, or other special features of the app.Instagram doesn’t downrank users for posting too frequently or for other specific behaviors, but it might swap in other content in between someone’s if they rapid-fire separate posts.Instagram doesn’t give extra feed presence to personal accounts or business accounts, so switching won’t help your reach.Shadowbanning is not a real thing, and Instagram says it doesn’t hide people’s content for posting too many hashtags or taking other actions.

Twitter shows you everything posted by those you follow: news, thoughts from friends, pictures and more. You dip in and out as you like. But similar to live TV, when you turn it off — when you’re not actively watching Twitter — then you’re missing everything. Those 10 or 100 or 1,000 accounts you follow? Even though Twitter shows you everything from them, unlike Facebook, you’ll largely miss whatever they do if you’re not watching Twitter constantly.

That 5% engagement rate sounds pretty good, but it’s based only on the 7,195 people who actually saw my tweet. What’s the engagement rate for my overall audience of 390,000? That’s 0.1%, rounded up from 0.0923%.

Tweet & Tweet Again To Reach 30% Of Your Audience Twitter’s own post suggests that high visibility isn’t common. Consider this from it wrote today: We saw that brands that tweet two to three times per day can typically reach an audience size that’s equal to 30% of their follower base during a given week. This indicates that Tweet consistency is a key factor when it comes to maximizing your organic reach on Twitter.

Shazam execs' talk of using their proprietary data for advertising puts them in league with The Weather Company, Pandora and Amazon, which are all mining information like pollen count, song choices and product purchases to inform ad targeting. Mr. McGurn said the Shazam app ingests the live audio feed from 160 TV networks every day. That positions the app as an ally to TV networks trying to stem their share of ad spend from being siphoned online.

Shazam is also currying favor with TV networks as a way to drive viewership. For last fall's Country Music Association Awards, Shazam pushed alerts featuring the show's air date and time to the in-app news feeds of eight million users who might be interested in watching, like those who had previously tagged a Blake Shelton song. Ten million people received such a notification for The Grammys.

People who use Shazam to "tag" the game's broadcast this year will be shown a new Twitter-like timeline. The live content feed will document the game -- from tweets to photos to ads -- and is designed to keep people using Shazam for the duration. But even if people tune in and out of the app, Shazam has created a new ad-retargeting program that plugs into Facebook.

Instead of complaining that you are being “forced” into “pay for play” on networks like Facebook, embrace the fact that social paid promotion is probably the most sophisticated marketing tool ever created.

There is a steep learning curve to doing it right, and the need for a regular investment of time to properly manage campaigns. Additionally, even for paid campaigns, you still need to have content that doesn’t trigger ad blindness. But the ability to target your messages to exactly the right people, and to creatively remarket to those who have already shown interest, is unparalleled.

There is a major side benefit to moving toward that kind of content, beyond just keeping you in the news feed: Truly engaging content is better for your business. It helps make your brand more respected and remembered. It develops positive feelings toward your business that help influence people when it’s time to make a buying decision.

$744 million that brands spent on influencer marketing in 2018, $102 million was wasted on fake followers.

Last year, a quarter of the cash that Unilever's Dove brand spent on influencer marketing went to fake followers -- compared to 14% for the typical advertiser -- despite the fact that Keith Weed, Unilever's chief marketing officer, said the company would no longer partner with influencers who purchased followers or used bots last year.

It’s not all mega-influencers, either. Micro-influencers, who have targeted followings under 100,000, make up the backbone of the industry. Even people with just a few thousand followers can earn hundreds of dollars for a single sponsored post. It’s not hard to earn an income this way. Eight-year-olds can do it, provided some adult supervision.

As the new coronavirus sends the world hurtling toward a recession, though, more glamorous trappings of the influencer lifestyle have come to a halt. Paid trips have no place amid lockdowns, nor do street-style photoshoots to model #sponsored clothes. And it’s not clear that those opportunities will reappear in the future—at least, not for everyone. “The pandemic is having a major impact on the overall influence industry, and it’ll likely have lasting effects,” says Seits.

Elyce is still able to make some money. Like many influencers, she tags her clothes and beauty products on LikeToKnowIt, a platform that connects her followers to the online retailers where they can shop her lifestyle.

snag your free template to put together a complete crisis communication strategy. Use this post as a guide to complete it.

Create a Social Media Crisis Scale Convince and Convert devised a great solution to this problem. They built a customer response flowchart that matches the severity of an issue, to the right course of action.

Crisis Level 1: Isolated customer complaints and questions. Crisis Level 2: Angry customers, broken links, posts directing to the wrong page, factual inaccuracies, major misspellings on social posts. Crisis Level 3: High volume of angry customers, service outages, lack of product availability. Crisis Level 4: Product recalls, defective services or products, widespread negative press coverage, layoffs. Crisis Level 5: Lawsuits, serious accidents resulting in injury, illegal employee conduct.

100 characters is the engagement sweet spot for a tweet. 

But 40 is the magic number that Jeff Bullas found was most effective in his study of retail brands on Facebook. He measured engagement of posts, defined by “like” rate and comment rate, and the ultra-short 40-character posts received 86 percent higher engagement than others.

The ideal length of a headline is 6 words

Facebook will focus on improving visual features in Messenger. In his post, Marcus says “people will expect a super fast and intuitive camera, video, images, GIFs, and stickers with almost every conversation.”

Messenger bet big on bots in 2017. Last year the company worked with small businesses and global brands to create more than 200,000 bots for Messenger. Marcus writes, “Look for investment in rich messaging experiences not only from global brands, but small businesses who need to be creative and nimble to stay competitive.” Since many of these bots provide very rudimentary features, we would expect to see improvements in overall user experience this year. We also expect larger brands to follow the lead of brands like Apple Music and Lego in creating marketing solutions made for the Messenger platform. 

Expect to see more businesses transitioning at least some of their customer service resources to Messenger. A recent study, commissioned by Facebook found that “56 percent of people surveyed would rather message a business than call customer service, and 67 percent expect to message businesses even more over the next two years.”

Arising primarily from social media, they represent snippets—not streams—of information and can help companies to figure out what customers want and to spot looming industry and market disruptions before competitors do. Sometimes, companies notice them during data-analytics number-crunching exercises.

potting weak signals is more likely when companies can marshal dispersed networks of people who have a deep understanding of the business and act as listening posts

Nordstrom, for example, took an early interest in the possibilities of Pinterest, the digital-scrapbooking site where users “pin” images they like on virtual boards and share them with a larger community. Displayed on Pinterest, the retailer’s products generate significant interest: the company currently has more than four million followers on the site.

The question was fielded among consumers who have accessed a social networking website, asking them how likely they would be to make any type of purchase on such a site in the following 12 months. Overall, 18% of respondents said they would be very likely (9%) or likely (9%) to do so. Interestingly, only 15% were neutral on the subject, with a solid majority unlikely (12%) or very unlikely (55%) to do so.

While women appear to be the more active gender on social media, it’s men who are more interested in shopping on the platforms, according to the Javelin survey results. In fact, 23% of male respondents reported being at least likely to make a purchase directly through a social network this year, compared to 14% of female respondents.

The company, part of Google, says it's expanding its Custom Affinity Audience offering so advertisers can target users who search for ski resorts on Google Maps or download a ski resort app, for example, and serve them with ads for winter-related gear. It also provides targeting based on real-life locations that users may have visited.

Meanwhile, YouTube says its new Director Mix software can create hundreds or thousands of different video from a single asset.

Marketers who leverage Director Mix must provide YouTube with all the building blocks of video, including voiceovers, background and copy. YouTube says it will then create "hundreds or thousands of versions to match your audience segments."

A solid lead generation strategy does both, Craig Rosenberg, author of the blog Funnelholic, told me. The appetite for content online is insatiable so marketers would be wise to indulge the public with registration-free content, Craig says. “I do believe that if people are addicted to content without the reg-path and you path stuff, it better be remarkable.” Rosenberg says the “vast majority” of your marketing funnel should be free without asking potential clients for personal info. Save the registration forms for further down the funnel where more research-heavy content like whitepapers resides.

Chris Jablonski, author Emerging Tech blog on ZDNet, who provided the following formula: 10% to 20% fully gated content, 20% to 30% name and email only, and 50% to 70% completely free.

when individuals used a hashtag within their tweet, engagement can increase as much as 100%; brands could get an increase of 50%. The reason for this is because a hashtag immediately expands the reach of your tweet beyond just those who follow you, to reach anyone interested in that hashtag phrase or keyword.

Yes, Google+ was supporting hashtags before Facebook, but now those hashtags are appearing on the right-hand side of Google’s search results page. Yes, that same area on the search page you would normally have to pay for to get placement.

Google is playing nice with the other networks too—well, at least Twitter and Facebook. Those sites get a link that takes the visitor directly to the search pages on each respective site. Instagram, Vine, Tumblr and Pinterest will have to wait their turn

Misinformation and right-wing conspiracy theories — which used to primarily reside in darker corners of the internet like 4chan and Reddit — have been spreading through Instagram since earlier this year. In April, BuzzFeed News reported that several lifestyle and parenting influencers had begun sprinkling in QAnon theories with their normal content; since then, the problem has only become bigger.

ghting against. Over the years, QAnon believers have claimed this ring has been involved in the Clinton presidential campaign (remember Pizzagate?), the Mueller investigation, and, more recently, the N

Influencer Rebecca Pfeiffer — who runs a blog about fashion and home decor called LuvBec and has 110,000 followers — has nine separate highlights on her page sharing a range of debunked QAnon conspiracy theories.