Creating Share-Worthy Content: The Key to Instagram "Sends"

On Instagram, the ultimate measure of a post's success is no longer just likes or comments, but "sends." This crucial metric refers to how often users share a post via the paper airplane icon, primarily through direct messages (DMs).

Why are "sends" so vital? Instagram's data shows that user engagement through DMs is significantly higher than through feed posts. This makes DMs a powerful tool for increasing your content's reach and impact. Unlike TikTok, where messaging isn't as central, Instagram users actively use DMs to connect and share content.

When you post on Instagram, the platform tests your content with a small audience. If it performs well, it reaches larger groups of users. The key factor Instagram looks for during this process is how frequently your post is shared via DMs.

So, when you are creating your content for Instagram, think about how likely it is to be shared through DMs. Focus on making your posts engaging, relatable, and share-worthy to maximize their reach and impact.

Social Media vs. Search: Generational Shifts in Online Discovery

Has social media surpassed Google for online searches, particularly those with business intent? The answer varies by age, but the bigger factor is understanding how customers are most likely to discover your product or service.

According to a recent Forbes study, there’s a notable preference for social media searches over Google among younger generations:

• Gen Z: 46%

• Millennials: 35%

• Gen X: 18%

• Boomers: 7%

If you dig into the nuances of the study, you’ll see that the uptick in social searches is particularly strong for topics like gift ideas, interior design, fashion, and cars. In other words, searches that may have more to do with exploring possibilities versus seeking something specific. So, while age is a factor, it really all boils down to intent. As a sidebar, Pinterest should have excelled in these areas but (IMO) missed the mark, probably due primarily to their lack of emphasis on video. But anyways...

The key takeaway is that while age is a factor, the real focus should be on the intent behind the search and how customers logically discover your product or service.

First Look: Google Tests New "Short Videos" Tab in Mobile Search, Aggregating Instagram Reels, YouTube Shorts, and TikToks

It looks like Google is rolling out a new "Short Videos" tab in mobile search, gradually introducing it alongside the familiar Images, News, and Videos tabs. This section pulls content from Instagram Reels, YouTube Shorts, and TikToks. Now, traditionally, platforms like Instagram have depended on scroll-based discovery, with algorithms dictating what appears in your feed. They've always lagged behind in search functionality—but that's changing. With advancements in the generative AI language processing space, social search capabilities are improving rapidly.

In light of this change, it's becoming increasingly important to strategically optimize your content for maximum visibility. For some time now, I've been encouraging you to embed top keywords into your post captions and video transcripts to enhance discoverability on high-intent searches. With Google's new tab for short videos, the significance of SEO on social platforms has been underscored even more. Now, more than ever, it’s essential to refine your SEO strategies to ensure your content stands out amidst the digital noise and reaches your target audience effectively. It's time to get savvy with keywords and leverage this new opportunity to enhance your online presence.

P.S. Keep in mind, this appears to be a test they’re rolling out gradually. You may not find it on your device yet. I have a Google alert set up for whenever my name shows up on the Internet. I started noticing a few months ago that my Instagram Reels were indexing with Google, as I was getting alerts. That was new. It seems as though this is the continuation of that effort – a dedicated vertical video feed on Google!

Quality Over Quantity: A New Era in Social Media

Social media has long been a game of who can post the most, urging us to create non-stop. But, there's a hint of change in the air. While the race to post often hasn't slowed down, we're starting to see signs that lasting, quality content might begin to take center stage:

• TikTok is testing videos up to 15 minutes, allowing creators to dive deeper into their content.

• Instagram is experimenting with longer runtimes for Reels, testing the waters for more engaging content.

• LinkedIn has updated its algorithm to better showcase “evergreen” posts, ones that maintain relevance over time and can continuously engage new audiences.

These changes hint at a broader shift toward quality, reminiscent of what we've learned from YouTube. On YouTube, the expectation for quality has always been higher due to its long-form content nature. Viewers investing time in a longer video expect it to be worth their while, setting a precedent that more social platforms seem to be acknowledging.

This shift in platform strategies brings to mind YouTube's long-standing approach. On YouTube, the expectation for quality has always been higher due to its long-form content nature. Viewers investing time in a longer video expect it to be worth their while, setting a precedent that more social platforms seem to be acknowledging.

Could this be the dawn of a new era in social media, where the focus shifts from how much we post to the impact and longevity of what we post? (I honestly hope so!) How do you see this affecting your content strategy?

Strategic Visibility: Adapting Your Content for Social Media's Search-Driven Future

Navigating the changing landscape of social media means adapting how your content gets found. With platforms like TikTok pushing forward with features like search widgets, it's clear: being searchable is as crucial as being shareable.

HERE’S HOW TO STAY AHEAD:

• Integrate keywords relevant to your business and its location in your captions, transcripts, and bio.

• Focus on crafting content that speaks directly to your target audience. This ensures algorithms understand who will find your posts most valuable.

By honing your content to align with what your ideal customers are searching for, you're not just casting a wide net—you're ensuring that the algorithms work in your favor, guiding your posts to those who will find them most relevant and engaging.

The Power of Repetition: Why Your Content Deserves a Second Look

Ever wonder why kids can watch the same episode of a show over and over? Research has revealed that with each viewing, the kids notice something new, absorb additional details, and deepen their understanding. It's a fascinating insight into how repetition can be powerful.

Try thinking about your content in the same light. Just like those episodes, every time you repost your content, you're giving your audience a chance to catch what they missed—to connect the dots they didn't see the first time.

Moreover, the reality is that the majority of your followers probably didn't see your post initially. On average, any given post only reaches less than 10% of your audience. This means the fear of “everyone’s already seen it” is mostly unfounded. And for those who have? They might be like those kids, absorbing new details with each viewing.

Take my top-performing Reel as a case in point. When I reposted it, it gained significantly more traction than the original post. Granted, that might’ve been due to a variety of factors – better timing, changes in the algorithm, increased follower engagement, or simply the power of repetition. But regardless, it underscores the potential benefits of giving your content multiple chances to connect with your audience.

Instagram vs. TikTok: Cracking Instagram's Algorithm with DM-Shareable Content

A billion Reels are reshared via Instagram DMs daily. That's not just a number, it's one of Instagram’s core competences.

Unlike TikTok, where messages are present but not as robust, Instagram knows its DM channel is something special.

As a content creator or a business owner using Instagram for marketing purposes, ask yourself: Is my content shareable?

Instagram's algorithm currently favors posts that drive shares, so tapping into this can significantly amplify your reach.

But what exactly makes content shareable? It could be humor, information, intrigue, or even urgency. The key is to create something that compels viewers to hit that paper airplane button and share your post with others.

Remember, in today's fast-paced digital world, the ability to create content that resonates and encourages sharing is crucial. It's not just about posting; it's about creating a ripple effect that extends your reach far beyond your immediate followers.

So next time you post, think about the shareability factor – it could make all the difference in your social media strategy.

Facebook's Renaissance: Reviving Engagement in 2024 🚀

2023 marked a turning point for Facebook, witnessing a surge in user engagement, thanks to its strategic pivot towards AI-suggested content.

Here's what's changed/changing:

1. Increased User Engagement: Despite fewer user-generated posts, overall engagement on Facebook is climbing. 📈

2. Shift from Creation to Consumption: A decline in content creation opens doors for businesses and brands to captivate an audience hungry for content. 📉

3. Interest-Based Algorithm Shift: Facebook is refining its algorithm, increasingly mirroring TikTok's approach by focusing more on interests-based content, including posts from non-connections, rather than solely on social networking updates. 🤖

Recommendation for 2024:

Capitalize on this trend by doubling down on vertical videos that resonate deeply with your target audience's interests. It's time to align your content strategy with the evolving Facebook landscape.

Connecting Beyond Content: Creating an Instagram Bio That Speaks to Your Customers

The way I see it:

1. Reels reign as Instagram's dominant posting format.

2. Generally speaking, more non-followers see your Reels than followers.

3. Instagram algorithmically rewards profile taps—meaning that the more non-followers who view your Reels and then click on your profile, the better.

4. Anyone visiting your profile—whether via your latest Reel or through a search-based discovery—is “trying you on for size.”

5. All the elements of your profile matter: your profile image, name/description, story highlights, your grid, pinned posts, and, of course, your BIO!

By sculpting a bio that resonates with your audience, you're not just introducing yourself – you're building a bridge between your content and them. So, go ahead, leverage Reels, fine-tune your profile, and let your bio become the gateway to forging meaningful connections on Instagram.

Post Like a Pro: A 6-Step Guide for Instagram Success

Instagram's algorithm scrutinizes your post's initial impact on a small, sample audience to gauge its potential. The early success of your post—its likes, comments, shares, and so forth—determines the extent of its reach on Instagram. In other words, if it’s a dud, it’s dead.

HERE ARE SIX ESSENTIAL TIPS TO LAUNCH YOUR POST WITH IMPACT:

1. Heart Comment Frenzy: Heart the comments on your last post a day later. Users receiving the notification will open the app, and before exiting, they’ll probably browse the feed — where Instagram is primed to display your latest post.

2. DM Story Replies: Scroll through stories and reply to a half-dozen or more using the message feature at the bottom. This approach leverages Instagram’s algorithm, which values Historical Interactions, increasing the likelihood of your next post appearing at the top of their feed.

3. Broadcast Channels: Use your Broadcast Channel (Instagram’s one-to-many messaging tools) to send updates to subscribers, thus drawing more attention to your profile, and by extension, your most recent post.

4. Focus on Favorites: Adding your top-engaged followers to your Instagram Favorites Feed makes it easy to browse their latest post and leave comments. This way, they’ll be more likely to see and engage with your content reciprocally.

5. Story Share with Care: Boost post visibility by sharing to stories, but add unique context to keep followers engaged. Remember, if you repeatedly static-share your post to your stories, you’ll condition your story viewers to skip past your stories, causing longterm harm.

6. “Collab” Cross-Promo: Try strategically coauthoring posts with fellow creators for cross promotion via Instagram Collaborations. Shared audiences can multiply engagement.

So, here's my advice: don’t just post and pray; be strategic and play the game!

How to Achieve Listing Success: The Social Media Advantage in Real Estate

Ever wondered what sellers truly look for in a listing agent? According to a recent survey by @1000watt_agency, social media marketing has emerged as the most valued method for listing promotion. It even outshines popular platforms like Zillow or the MLS by a significant margin.

So here are a few important questions to reflect on:

1. Showcasing Your Expertise: Are you effectively showcasing your social media content in a way that captures the attention of prospective sellers scrolling through their feeds? Your online presence could be a key differentiator in attracting new clients.

2. Crafting a Winning Presentation: Does your listing presentation highlight your social media strategy prominently enough? In a competitive market, having a thorough plan for promoting listings on social media can set you apart from competitors.

3. Beyond the Basics: How creatively are you highlighting your listings on social media? Move beyond the conventional "just listed" posts and explore innovative ways to showcase properties. Engaging content can captivate your audience and make your listings stand out.

Now, it's time to unleash your creativity and position yourself as a forward-thinking, tech-savvy professional, ready to meet the evolving needs of today’s sellers.

Balancing Authenticity and Expertise in Social Media Marketing

Just a heads-up: my perspective might challenge some conventional wisdom about social media marketing best practices.

In the early days of Facebook, when social networking was just taking off, the algorithms operated under a simple assumption: you wanted to see posts from your friends and connections. Your feed was essentially a mix of these posts as well as ads.

Fast-forward to today, and the landscape has changed dramatically, largely due to the influence of TikTok. While TikTok isn't a traditional social networking platform, both Facebook and Instagram are increasingly imitating its model. Your feed now increasingly prioritizes posts based on your interests, rather than merely who you're connected to.

This shift undermines the idea that the people viewing your posts have a personal relationship with you. It's often advised to show the “personal” you instead of the "professional” you, but are the two so easily separated?

I'm not saying you should come across as rigid, distant, or overly commercial. However, don't shy away from showcasing your expertise either. Nowadays, your posts are often the first thing people see, and they reach users who are specifically interested in what you're good at.

Yes, your followers still matter, but the landscape is changing. From my viewpoint, there's a growing divergence between social networking and content marketing. In simpler terms, some people post for friends and family, while others are curating a brand. One isn’t better, per se; just different.

From Clicks to Crickets: The 80% Decline in Social-to-Site Referral Traffic Since 2020

Referral traffic, the stream of visitors to your business's website from platforms like Facebook, has plummeted drastically since 2020—by an astounding 80%!

This is pivotal, especially if your site serves as a storefront or service hub, as it fundamentally reshapes your social media strategy.

Be sure to share this with friends and peers whose strategies might need to adapt to this “silent shift.”

Navigating the Ever-Changing Instagram Algorithm: Quality vs. Quantity

In the fast-paced world of social media, where our thoughts and experiences are shared with friends and followers at the speed of a click, it's easy to forget that the life expectancy of an Instagram post is only 24 hours. That means, within a single day, your carefully crafted content will reach only a fraction of your followers. It's a harsh reality that has left many wondering: what's the game plan?

The answer lies in understanding and adapting to the constantly evolving algorithms that govern our favorite photo-sharing platform. While Instagram's algorithms may change, your approach can change too. The key? Recognizing that quality and quantity are not mutually exclusive.

The Ever-Shifting Instagram Algorithm

To navigate Instagram successfully, you need to keep up with its ever-changing algorithm. In recent years, Instagram has shifted from a chronological feed to a more personalized experience based on user behavior. This change has left many users feeling frustrated as their content struggles to gain visibility.

Engagement, timing, and relevance now play a pivotal role in determining how well your posts perform. Instagram aims to show users the content they are most likely to engage with, so understanding these factors is crucial.

The Quantity Dilemma

In the race to keep up with the algorithm, some users have opted for a quantity-over-quality approach. They flood their followers' feeds with a constant stream of content, hoping that something will stick. While this strategy can boost your chances of showing up in someone's feed, it may not necessarily lead to meaningful engagement.

The Quality Advantage

On the flip side, focusing on quality can make your content more shareable, memorable, and ultimately, more engaging. High-quality content tends to resonate with your audience on a deeper level, leading to more comments, likes, and shares.

Quality content doesn't mean every post has to be a masterpiece. It means that you should put thought and effort into what you share. Captivating captions, high-quality visuals, and meaningful topic can make all the difference.

Finding the Balance

So, what's the right approach? Is it quality or quantity?

The answer is a blend of both. Striking a balance between the two is the key to Instagram success. You can't expect your followers to stay engaged if you post sporadically, nor can you spam them with low-quality content and expect loyalty.

Instead, aim to create a consistent posting schedule that allows you to maintain quality. Plan your content ahead, ensuring it's relevant to your audience, and always take the time to engage with your followers. Respond to comments, answer questions, and build a community around your content.

The Bottom Line

In the ever-evolving world of Instagram, your game plan should focus on adapting to the changes while staying true to your brand. Quality content will always shine through, but quantity also has its place in maintaining visibility.

Remember, Instagram is a platform where creativity and authenticity can thrive. Embrace both quality and quantity, engage with your audience, and keep up with the algorithm changes. With the right approach, you can make Instagram a platform that works for you and your followers, turning fleeting moments into lasting connections.

Beat the Instagram Algorithm: From Scrolling to Staring

Feeling overlooked in a sea of endless scrolling? The trick it to stop the scroll; it's to command it.

Social platforms have conditioned us all to crave that "next thing." Your video's job? Be that next thing.

LinkedIn's 2023 Surge: Why Engagement and User Activity Are Skyrocketing

LinkedIn is in the midst of a resurgence, and the numbers back it up. A recent poll conducted on the platform itself revealed that a staggering majority of respondents are using LinkedIn "more" or "a lot more" this year. The question is, are you?

Key Points to Consider:

1. Skyrocketing Engagement: LinkedIn isn't just a digital Rolodex anymore. With a 41% year-over-year increase in sharing original content, it's a fertile ground for real estate professionals and local business owners to establish thought leadership.

2. Record Levels of Activity: Microsoft's quarterly reports aren't just numbers; they're a testament to LinkedIn's "record levels" of engagement. This isn't mere small talk; it's a “social network”of ideas and opportunities.

3. The "X" Factor and Beyond: While some argue that LinkedIn's growth is fueled by users migrating from troubled platforms like “X” (formerly Twitter), the way I see it, that's not the whole story. Instagram and Facebook are increasingly becoming content consumption platforms, thanks to their increasingly AI-driven feeds, trying hard to keep up with the pace of TikTok. This shift could be making users yearn for the authentic social interactions that LinkedIn (still) offers.

4. The Instagram Paradox: A LinkedIn poll found Instagram to be the most popular app among a certain audience. This suggests that as Instagram and Facebook evolve to mimic TikTok, they may be losing their essence as social networking platforms, inadvertently making LinkedIn the go-to choice for meaningful connections.

So, are you using LinkedIn more or less this year? And more importantly, why? LinkedIn is not just surviving; it's thriving. And for real estate professionals, local business owners, and entrepreneurs like you, it's a perfect time to get in on the action.

How to Bulletproof Your Meta Accounts: Secure Your Facebook and Instagram

You've got a business to run, properties to sell, and your brand to grow. You don't have time for a social media snafu—especially one that leaves you vulnerable to hackers.

Imagine this: You wake up one morning only to find your Facebook account hacked. But wait, the nightmare's not over; your Instagram is compromised too. That's double the trouble, and believe me, you don't want to go there.

Luckily, there's a quick and simple way to bolster your social media security.

Secure Your Meta Accounts: Understanding Accounts Center and Connected Experiences

Meta’s Accounts Center serves as a centralized command station where you can manage your Facebook, Instagram, and other Meta-related accounts. This hub not only consolidates your settings but also optimizes your user experience by sharing information across platforms.

Within Accounts Center, there's a section called "Connected Experiences." This is where you can manage the sharing of posts, stories, and reels across your profiles, as well as your login settings and preferences.

By default, the "Logging in with accounts" setting under "Connected Experiences" is set to “Simple,” which allows you to use one account's login information to access all your connected accounts. Convenient? Yes. Risky? Absolutely.

If a hacker gains access to one account, they can easily infiltrate the others. For enhanced security, switch this setting to "Can't log into accounts" for each respective app.

Step-by-Step Guide to Fortify Your Meta Accounts

• Access Accounts Center: Open your settings on any Meta platform—be it Facebook, Instagram, or any Meta app—and locate the Accounts Center option.

• Navigate to Connected Experiences: Once inside your Accounts Center, you'll see the "Connected Experiences" tab. Tap or click on it to explore a range of settings that govern how your accounts interact.

• Review “Logging in with Accounts”: Within "Connected Experiences," find the option that says "Logging in with accounts." It’s important to note that the default setting here is “Simple,” making it easier for one hacked account to compromise the other(s).

• Switch to “Can't Log into Accounts”: To bolster your account security, change the setting from "SIMPLE" to "Can't log into accounts" for each respective app. This ensures that a breach in one account won't automatically put your other accounts at risk.

Taking control of your social media security isn't just good practice; it's essential for your brand and business. Meta's Accounts Center and its "Connected Experiences" section give you the tools, but it's up to you to use them wisely.

By making a few thoughtful adjustments, you can significantly minimize your risks. Don't leave your “social media security” up to chance.

The 3 Essentials for Viral Video Success on Instagram Reels, YouTube Shorts, and TikTok

The 3 Essentials for Viral Video Success on Instagram Reels, YouTube Shorts, and TikTok

Navigating the ever-changing landscape of social media algorithms is already a tall order, and when you add the constant need for fresh content, even seasoned marketers can feel overwhelmed. To cut through the chaos and elevate your video content on today's top social media platforms, zero in on these three game-changing factors.

Make It "Searchable"

SEO isn't just for blogs. Keywords are essential for aligning your video with the right audience. But let's be clear: Keywords are about more than just hashtags.

The algorithms have gotten smarter and can understand your video's context through transcripts, captions, and descriptions. So know your audience and trust that the algorithm aims to do the same. Team up with it by integrating relevant keywords across all text associated with your video.

Keep It "Streamable"

Audience attention spans are notoriously short. Platforms have conditioned us to crave new visuals every few seconds. While scrolling is endless, viewer attention to a single video is fleeting.

So how do you stop the scroll and make them stick around? Change it up. Use pattern interrupts like b-roll, gifs, sound effects, or split screens to keep the visuals moving. Do that, and you'll not only keep eyes glued but also make the algorithm favor you.

Make It "Shareable"

The end game is “shareability.” Platforms, especially Instagram, measure interactions heavily—and right now, they're putting a premium on sharing. Instagram has a competitive edge over TikTok with its DM feature, and it's pressing that advantage.

When your content gets DM'd (i.e., shared), it's the algorithmic equivalent of striking gold. So… aim for gold by making sharing the focal point of your calls-to-action.

By focusing on making your video searchable, streamable, and shareable, you'll not only reach your target audience but also turn the ever-elusive algorithms into allies. It's time to level up your social media game.
P.S. Craving a deeper dive into mastering the art of viral video content? Don't miss out. Catch my full podcast episode on this topic to unlock even more strategies for social media success. Watch/Listen Now.

The “Why” Behind What You Post: Going Beyond Checkbox Marketing

In the hustle and bustle of running a business, it's easy to get caught in what I like to call "checkbox marketing."

You know the drill: Post a video on Monday, an article on Wednesday, and maybe throw in some Instagram stories throughout the week. You're ticking-off the tasks, but is your passion really in it?

The fact is, if your content doesn't excite you, it probably won't excite your audience either.

So try this… Instead of asking yourself, "What do I need to get posted today?" try shifting the question to, "What does my audience need to hear from me today?"

This simple switch in perspective can make all the difference. It moves you from a self-focused mindset to an audience-centric one.

Three Quick Tips:

• Before crafting your next piece of content, pause and identify the core message you want to convey.

• Consider the problems or questions your audience has (or is likely facing in the marketplace) and address those.

• Test and measure the response, and then refine your approach based on real-world feedback.

So, for example, don't just post a home tour because it's on your to-do list. Share a tour that dives into what your audience really wants to know, whether that's insights into lifestyle choices, market trends, or the buying and selling process.

By focusing on what your audience needs to hear, you're not just checking boxes—you're building a brand that relates and resonates.

Unlocking the Power of Hyperlocal Content: Beat Social Media Algorithms

You're probably wondering why your social media posts aren't getting the traction they used to. Well, it's not you; it's the algorithm.

Want the good news? You can make that algorithm work for you, not against you. Here's how to do it with hyperlocal content.

Why Hyperlocal Content is Your New Best Friend

You've heard it before: "Content is king." But in the age of AI-suggested content, not just any content will do.

You need content so specific, so local, it practically screams your town’s name. Why? Because algorithms like Instagram's are shifting to prioritize interest-based content.

That means the more you tailor your posts to your local audience, the more likely they are to actually see them.

How to Train the Algorithm to Love Your Content

• Be Ultra-Specific: Don't just post about coffee; post about that hidden gem of a coffee spot on Main Street that only locals know about.

• Use Hyperlocal Hashtags: Forget #CoffeeLover; try #MainStreetCoffeeLove. You'll attract locals who are genuinely interested in what you're posting.

• Tag Your Location: Always, always tag your location. It's like sending a flare up to the algorithm, saying, "Hey, this post matters to people here!"

Boost Your Posts, But Make It Local

Once you've got this killer content, don't let it go to waste. Consider promoting or boosting your posts within a 15-mile radius of your marketplace. You'll maximize visibility among potential customers right in your backyard.

The Bottom Line

You don't need a massive following; you need the RIGHT following. Stop chasing vanity metrics and start focusing on what really matters: reaching and engaging with potential clients who are local to your area.

When you go hyperlocal, you're not just throwing content into the void and hoping someone sees it. You're strategically placing it where it matters most. So go ahead, make your content so hyperlocal, you force the algorithm's hand. Let it be your local matchmaker!