These are the mains slides that look at the different social media networks.

1. A BRIEF HISTORY OF SOCIAL
NETWORKS
2003 - 2017

2. LETS GO!

3. 3
social is about
real people talking to real people
If you only remember one thing

4. THE SOCIAL NETWORKS OF NOTE IN
2017

5. THIS IS THE BIG QUESTION.
Context is King
Content is King
Connection is King

6. A short History of
Social Media

8. STAGE 1 : 1994 - 2000
Computer just a big lovely calculator
Suspicious
Plasticity of identity – play & fun. D&D.
Windows offer you multiple identities
at the same time!
Turkle – we begin to imbue tech with
a kind of psychology. We try and talk
to a computer. Is there something in it?

10. STAGE 2: 2002-2006 – FRIENDS RE-IGNITED!
We are all delighted to be only 6 degrees of separation from Kevin Bacon.
The role of Social Media is facilitate connection, and enhance relationships that already
exist.
Social media is still a flat database of information, with no notion of narrative. Like a teenager’s
bedroom wall.
No themes of a beginning middle of end. Search is the organising factor of how we apprehend a
story.
We are beginning to learn how to be more famous through reality TV.
Zuckerberg surfs the cultural wave of celebrity. It is okay to share your lunch!

11. DID CELEBRITIES TEACH US HOW TO USE SOCIAL
MEDIA?

12. Mobile first

13. TEXT PHOTO VIDEO VR/AR
The evolution of social content

14. Move to a visual economy
Another factor that isn’t so much a trend as just a pervasive
reality, the days of text-only content are well and truly over.
Facebook has long since made the switch to put visual
content first. The implications of this reality are two-fold.
Firstly, the breadth of content required means that gone are
the days of community managers commonly handling
everything – a modern social channel requires graphic
design, copywriting, video production and community
management skillsets (not to mention analytics and paid
media).

15. STAGE 3: 2006-2017 THE TIMELINE
• Get people tools to tell their stories! A tool for self expression.
• AIM - Maximise data transfer between people!
• Every click is sellable data.
• Datafication of emotions becomes possible
• Make people comfortable with a worldwide persona.
• We begin to understand how it works and build our own strategies for creating
Successful online personas that can earn us money.
•
We become performers!
• Video is encouraging us to do story doing, not story telling.

17. 1) What features make each network
Unique?
2) How do you discover new content
on that network?
3) Content/Context/Connection?

18. 1 – Linked In
2 – Twitter
3 – Youtube
4 – Instagram
5 – Facebook
6 – Snapchat
7- Tumblr
8. - Reddit & Imgur

19. WHO DA BOSS?

20. THEY DA BOSS
Susan Wojcicki – YouTube - 1.2bn
Jeff Weiner – Linkedin – 600m
Mark Zuckerberg – Facebook – 2.1bn
Jack Dorsey – Twitter – 360m
Kevin Systrom – Instagram – 1bn
Evan Spiegel – Snapchat – 160m

21. JEFF WEINER

22. 2
2
10million UK
users

23. • Letting people find you when the search the Internet
• Giving you more control over what happens to you in Google
Results
• A good profile encourages people to contact you
• Address book - Stay in touch with people as they change jobs
• Go direct to the boss! – Getting past the gatekeepers. Direct
contact
• Galvanising Social Capital - Getting your connections to
request introductions for you
• Managing your online job hunting by having your C.V online
• Becoming an influencer – By joining groups you can grow
your social capital by solving industry problems
• Link it to Twitter to simplify business updates.
WHAT IS LINKED IN GOOD FOR?

24. 2
4
4+ million monthly uniques
60/40% F/M
split
Social platform most
likely
To drive spontaneous
purchase
Source: ComScore Jan 2015
29% of audience in the highest income
bracket
Users want inspiration for future
purchases

25. What is Pinterest?

26. Copyright © 2011, iProspect, Inc. All rights reserved.Copyright © 2011, iProspect, Inc. All rights reserved.Copyright © 2011, iProspect, Inc. All rights reserved. Source: Adthena Competitive Intelligence
targeting the right people
Age
Keyword
targeting for
in-search e.g.
Online courses
Gender
The content they
are about to
watch e.g. before
education
content
Specific
Audiences e.g.
people who
generally watch
a type of videos
From a
remarketing list
e.g. watched
previous
channel content
1.2b unique users per
month
6b hrs watched each
month
100hrs uploaded per
min

27. SUSAN WOJCICKI

28. WHAT IS YOUTUBE TRYING TO DO?
• PLACE THE YOUTUBE EXPERIENCE IN AS MANY
SMART TV’S AS POSSIBLE
• MAKE TV A SOCIAL EXPERIENCE
• PUT MAKERS AT THE VERY FOREFRONT OF 360 and
VR.
• PUT THOSE MAKERS RIGHT NEXT TO BBC1, ITV ETC
• HOW MANY MAKERS ARE THERE?

29. YOUTUBE CREATIVE ACADEMY
 You’ll need 1000 followers
 You’ll need 4000 hours…to get an invite.
 YouTube believe that their community will lead the way, much more
than Hollywood in terms of developing video.
 Therefore it created…

30. MOST POPULAR CONTENT TYPES
 1. Product Reviews
 2. How to Videos.
 3 . Vlogs.
 4. Gaming Videos
 5. Comedy Sketches
 6. Haul Videos
 7. Memes https://www.youtube.com/watch?v=Ap1b3B8bilQ
 8. Best of…
 9 Education Videos
 10 Best of Videos
 11 Collections
 12 Q&A Videos
 13. Pranks

31. YOUTUBE CREATES A LEVEL OF
DEVOTION TV CANNOT RE-CREATE
 Tesla drivers make great content
 https://www.youtube.com/watch?v=t6Nw6xp0NfM
 User generated content feels a bit like it’s been done to death, but this
(as far as I know) unsolicited film by an owner of his grandfather’s first
ride in his Tesla is excellent. Tesla is clearly in the very small group of
brands whose fans are brilliant at making content.

32. INSTREAM VIDEO ADS
• Guaranteed broad reach and frequency
• Reservation buys: Up to 30” unskippable,
skippable
AWARENESS
TRUEVIEW ADS
• An engaged audience that chooses to
watch
• Pre-Roll ad with a skippable function after 5
seconds of viewing.
CONSIDERATION
MASTHEADS
• Mass reach on YouTube’s homepage in
front of a large audience.
• High impact and highly engaging
placements.
AWARENESS
IN-DISPLAY ADS
• Guaranteed viewability at scale
• Capture users who are actively seeking
content
AWARENESS
BUMPER ADS
• Non-skippable video ads of up to 6
seconds that must be watched before your
video can be viewed.
AWARENESS
SHOPPABLE AD
• Connects viewers of the ads directly to
products.
• Encourages an engaged audience to
interact with the brand
CONSIDERATION
Media formats

33. CREATING EPISODIC CONTENT ON
YOUTUBE – WHY IS IT DIFFICULT?
 British parenting site MumsNet has created a series of 5 minute
sitcom episodes
 https://www.youtube.com/watch?v=MzVfnxpi-Ps

34. A BRANDING DISASTER + BOYCOTT –
CLICK IMAGE ABOVE – FOR DETAILS

35. HOW WE WATCH VIDEO TODAY
TV’s proportion of total video viewing breaks down as follows:
 Live TV: 60 per cent of total video viewing (61.6 per cent in 2015)
 Playback TV (recorded and watched at a later time): 10.8 per cent (11.4 per cent in 2015)
 Broadcaster VoD: 3.9 per cent (3 per cent in 2015)
The analysis also shows that:
 YouTube accounted for 6.4 per cent of average video viewing in 2016, up from 4.4 per
cent in 2015
 Porn accounted for 4.9 per cent in 2016, compared with 4.4 per cent in 2015
 Subscription VoD services – including Netflix and Amazon Prime – collectively accounted for
4.1 per cent, compared with 4 per cent in 2015
 DVDs increased their share of video time from 2.9 per cent in 2015 to 3.8 per cent in 2016
 Facebook was 1.7 per cent, down from 2.2 per cent in 2015
 Cinema was 0.4 per cent in 2016, unchanged from 2015.”

36. IT HAS A YOUNG AND VERY ACTIVE
AUDIENCE.
“Content is king, but for older children YouTube is the preferred content destination
Children are watching a wide range of content, with the TV set becoming an increasingly
important focus for family time and children using portable devices for more focused, solitary
viewing.
YouTube is a particularly important player, with
37% of 3-4s,
54% of 5-7s,
73% of 8-11s
87% of 12-15s using the YouTube website or app.
Among younger children this is
mostly used to consume traditional, ‘TV-like’ content.

37. 60% of UK 13
to 34 year-old
smartphone
users are
Snapchatters
UK 18+
Audience
50%
female,
50% male
Over 50% of UK
18 to 34 year-old
smartphone
users are
Snapchatters
Wojcicki

38. Evan Spiegel

39. 3V Ads
• 3AV ads allow brands to reach the Snapchat
audience at scale.
• 10 second, full screen video ads integrated into
flow of content in Live and Discover tabs.
KPIs: AWARENESS
Sponsored Lenses
• Lenses are a creative and dynamic way for
Snapchatters to express themselves. These can be
sent to friends or add to your story. These are
created by Snapchat
KPIs: AWARENESS AND ENGAGEMENT
Sponsored Geofilters
• Overlays that allow Snapchatters to get creative
and establish the ‘where and when’ of a Snap.
• Appears in a specific geo-location and users can
find it by swiping left or right.
KPIs: ENGAGEMENT
AD
Snapchat features
are custom built for
advertisers, all that
is required are raw
assets.
Media formats

40. WHAT MAKES SNAPCHAT GREAT
Content Deletes – Freedom from Digital vapour trail.
Sense of urgency to watch content
Great use of Filters
Loved by Teens
Great for SEO & New Traffic
Direct bypass Gatekeepers
Works like a newspaper curated by you
Influence is measurable.
STREAKS.

41. 1/12 of the population on the planet is on facebook
36m active UK users
30m Mobile users
One out of every five minutes on
mobile is spent with Facebook or
Instagram

42. 29M
UK Mobile
Daily Active Users
39M
UK Monthly
Active Users
30M
UK Mobile Monthly
Active Users
31M
UK Daily
Active Users
Source: Facebook UK internal data, Q3 2016 of monthly active users return daily73%

44. Organic reach is in
decline

45. FACEBOOK IS PROMOTING LIVE BECAUSE IT
CREATES LONG ENGAGEMENTS.

46. How Facebook tells our story for is..

47. NODES AND EDGES

48. DECAY

49. LET’S TRY AND IMPROVE SOME ORGANIC POSTS
 Algorithms tell you story, for the benefit of the social media network.
You have your own spin doctor!
 Honesty is rewarded.
 Oversharing is rewarded.
 Performing is encourage and rewarded.
 Our reactions cause data transfer between timelines. This keeps data
fresh for advertisers.

50. NOW COMPLETE THE EDGERANK EXERCISE

51. IF YOU PAY FOR ADVERTISING YOUR ORGANIC
REACH GOES UP.

52. THESE ARE THE MOST POPULAR TYPES
OF VIDEO ON FACEBOOK
 https://www.facebookawards.com/winners-gallery.html
 https://insights.fb.com/2016/06/13/closing-the-creative-loop/
 http://adage.com/article/digital/360-degree-video-ads-
facebook/301314/
 http://www.adweek.com/news/technology/mcdonalds-unveils-burger-
inspired-art-during-its-first-facebook-live-video-171689

53. Core Audiences
Facebook data
Custom Audiences
First-party data
• Offline & online
data
• CRM data
• Loyalty program
data
• Credit card data
• Website visitors
• Mobile app visitors
• Purchase propensity
• Location
• Interests
• Behaviours
Core Audiences
Partner Categories
• Purchase behaviour
• Public records
Targeting
CCS

54. PHOTO AD
• Image should be representative of brand
• Same image can be used in a different tone
to reach multiple audiences
• Be mindful of character limits to ensure still
legible cross device
KPIs: AWARENESS AND CONSIDERATION
VIDEO AD
• Message should be conveyed without the
need of sound
• 15-30 seconds is optimal length
• Text overlay should be shown in the first 3
seconds
KPIs: AWARENESS AND
ENGAGEMENT
CAROUSEL AD
• Carousel format can used to tell a brands story
• Both images and videos can be used to
highlight product and story
• Include clear and relevant CTA
KPIs: AWARENESS, ENGAGEMENT and
CONVERSION
CANVAS
• A Full-Screen Ad experience built for
bringing brands and products to life on
mobile
• Swipe through a carousel of images, tilt
to view panoramic images and zoom in
to view images in detail.
KPIs: AWARENESS and
ENGAGEMENT
Media formats

55. 5
5
• Reach: Impressions bought / organic
• Engagement (actions): like / tag / share / app
install / comment / click to website
• Conversion tracking: visits to website / newsletter
sign ups
• Insight into your audience: demographics / content
preference / brand studies
MEASUREMENT

56. 5
6
36% of mobile users in the UK use WhatsApp
700m global users
30b messages a day
globally

57. Why WeChat is so
important?

58. WECHAT
WeChat is a Chinese multi-purpose
messaging and social media app
developed by Tencent. It was first
released in 2011, and by 2018 it was
one of the world’s largest standalone
mobile apps by monthly active users,
with over 1 billion monthly active
users. Moreover, it has been called
China’s “App For Everything” and a
“Super App” because of its wide range
of functions and platforms

60. WECHAT
MOMENTS

61. WECHAT
PAY

62. OTHER
FUNCTIONS

64. SLIDESHARE
IMGUR
REDDIT
4CHAN
LYNDA.COM
TWITCH
What other social Media Networks are
there?

65. They are all blending
together because of live
and video.

66. 6
6
Social is live

67. LIVE STREAMING ISN’T NEW

68. ELLEN DEGENERES

69. FACEBOOK LIVE – THE BAR IS
PRESENTLY VERY LOW.

70. FACEBOOK LIVE – IT’S A CONVERSATION
 If Social Media rewards conversations, then it makes sense that when
you go live, you treat it like a conversation.
 People want to go on a journey with you. So ask what they would like
to do.
 Would you us to go up that tower?
 Shall I tell you more about what I do at the animal shelter?

71. STORIES FOR FUNDRAISING
 https://vimeo.com/154243449

72. TIPS ON CONVERSATING
 Use their name
 Read their comment
 Reply to their comment
 Introduce people to each other.
 Say Thank you.

73. LIVE LECTURING – YOU DECIDE HOW
LONG IT REMAINS THERE.

74. TIPS - ADMINISTRATORS
 Have an administrator reply to your comments whilst doing live. This
makes Facebook share more, as you are more capable of having a
conversation.

75. TIPS - LIVE = DANGEROUS
DANGER KEEPS PEOPLE WATCHING
SO DOES SURPRISE.

76. THINGS TO THINK ABOUT
 It’s LIVE – Plan what you are going to say, especially when moving from
one location to another
 It’s VIDEO – Have something that actually moves. Or you must move.
 It’s PICTURES – colours and shapes, angles above, angles below
 It’s MOBILE – You can take people on a journey. You can take people
closer, behind the scenes.

77. THINGS TO THINK ABOUT PART 2
 You don’t need much gear, but you will need a data package.
 But you will need a little bit of gear:
 https://www.shopmoment.com/momentist/vlogging-on-your-phone-
the-gear-we-use
 USE A MIC! ALWAYS! RADIO MICS CAN BE UNCLIPPED AND PAST TO
AN INTERVIEWEE.

78. THINGS TO THINK ABOUT PART 3
 When moving from place to place you can:
 SAY THANKS FOR JOINING.
 SAY YOU CAN WATCH THE REPLAY, FROM THE BEGINNING.
 THERE IS GOING TO BE A LOT OF CHURN – PEOPLE JOINING HALF WAY THROUGH
 ….BY THE WAY, IF YOU JUST JOINED ME.
 TELL PEOPLE WHAT THEY MISSED,
 GET THEM TO STAY WITH YOU…..
 THIS IS WHAT I AM DOING NOW, and THIS IS WHAT I AM DOING NEXT.
 ALWAYS WELCOMING.
 KEEP THE ENERGY
 KEEP EXPLAINING

79. THINGS TO THINK ABOUT PART 4
 NEAR THE END - Recap
 This is what we’ve been doing,
 Share and like
 Contact Details
 Watch the replay
 Q&A
 Pre-promote - Next week I will be going to Egham Highstreet
 Call to actions
 Thanks for watching.

80. ETHICS AND PRIVACY
 When you are in a public, people cannot expect privacy.
 Not illegal to broadcast a fight.
 However, what about filming people going in and out of a doctor’s
surgery, or even an abortion clinic?

81. IT IS ILLEGAL IN PRIVATE PROPERTY
 As soon as you get into private property.
 City/Tower Bridge.
 Bus stations. Shopping Centres
 Airports
 Parliament

82. SOCIAL NETWORKS WANT
STORYDOING

83. Your logo here

84. CONTENT HAS A SHELF LIFE. THINKING ABOUT VIDEO
WHICH HAS THE LONGEST ATTENTION SPAN. THINKING
ABOUT VIDEO
All Websites are situated along a scale where they favour
recency or permanance. They also fall along a scale of amateur
to well produced.

85. WHAT ARE THE DIFFERENCES. BETWEEN
VIDEO ON FACEBOOK AND VIDEO ON
YOUTUBE?

86. WHAT ADVANTAGES DOES FACEBOOK HAVE
WHEN IT COMES TO VIDEO?
 They control what is seen. It is their player.
 Facebook auto play their videos. YouTube click to Action.
 Can you always find what you are looking for on Facebook?
 YouTube style search used to dominate how we looked for content – You had to know
what you wanted to find out. Now it can find you!
 Social Networks created new ways to discover content. Contextual ways, data driven
ways.
 Once Social media entered into the social media equation, social sharing means that the
best content ‘floats to the top’.

88. Advantages of Iphone Filming?
No one takes any notice
Can now film in 4k
Filmic Pro is the App of Choice
App of Choice: KineMaster
https://www.youtube.com/watch?v=Sy__lgxyBrA

90. TIP ON MAKING GOOD SOCIAL MEDIA POSTS

91. #goldensection
Vermeer is thought to
have used the golden
ratio, a geometric
proportion regarded
as the key to creating
aesthetically pleasing
art.
Science suggests that
these proportion help
the brain ‘get’ an
image quickly.

94. https://www.canva.com/
https://about.canva.com/work/

95. CREATIVE COMMONS IMAGES
 It is always a courtesy to credit people if you use their image.

96. 1.take lots of pics choose one
2.lighting is key
3.background
4.angle high to low
5.not too close
6.filter
TOP TIPS – TAKING
PICTURES
#selfie

97. #SILENTMOVIE

98. #GETCLOSEUP
Instagram is a mobile only
tool. You can’t upload from
a desktop. It places all the
focus on visual language.
Travel and Restaurants
LOVE IT.
Take a close-up picture of
your lunch.
Who made it?
What exactly is in the
picture?
Choose 2 hashtags.

99. DIGITAL STORIES

100. STORYTELLING...
Skillful storytelling on Social Media will increase the likelyhood
that a person will share your content, increasing the likelyhood
of your brand being remembered.

101. PRESENT SHOCK
Your logo here
We tend to live in the
distracted present, where the
forces of the periphery are
magnified and those of in
front of us ignored. Our ability
to create, plan, much less
follow through on, is
undermined by our need to be
able to improvise our way
through any number of
infernal impacts that stand to
derail us at any moment.
Douglas Rushkoff

102. NARRATIVE COLLAPSE
There is no society doesn’t tell
stories.
Storytelling is how we transmit
value, it has a cultural use.
It creates context. It is
comforting and orienting. It
helps smooth out obstacles
and impediments by recasting
them as bumps along the road
to some better place.
But
How do we tell stories and
convey values without the time
required to tell a linear story?

103. TRADITIONAL NARRATIVE TECHNIQUE
 Create a character
 Put them in danger
 Heighten tension unbearably
 Release tension (with a product).
Your logo here

104. THIS MISUSE OF NARRATIVE
Your logo here

105. • Which Social Network has the
longest attention span half-life?
a)Facebook
b)Twitter
c)Direct Links via Messenger
d)Youtube

106. TIMELINE ATTENTION SPANS

107. THE AESTHETICS OF SOCIAL MEDIA FORM IS
THE FRAGMENT

108. YOU NEED TO BE EXPERT IN HEADLINE
WRITING.
 Almost the whole story has to be in the headline.

109. HEADLINES ARE SO IMPORTANT

110. LESS IS MORE
Your logo here

111. ALWAYS TURN INFORMATION INTO KNOWLEDGE
Your logo here

112. BEST PRACTICE – CONTENT LENGTH
Your logo here

113. HAVE WE BEEN HERE BEFORE?

114. WHAT IS THE GLUE?

115. Your social media brand identity must
run through every single post

116. FRAGMENTS & AUTHENTICITY & TRUST
 Fragments are often de-
contextualised. You don’t
know what came before of
after. Or how true they are.
 Every Fragment you share has
to have your DNA in it.
 How do you rebuild context
and narrative?
 Open Honest Communication.

117. JULIAN TREASURE – 2M56S

118. CONVERSATIONS THAT FAILED. -
STARBUCKS #FAIL

119. STARBUCKS #FAIL
• #RaceTogether failed because of
• (1) poor brand alignment,
• (2) authenticity deficit
• (3) poor reaction.

120. TWITTER

121. Your logo here

122. Rule 65: Every cat leads to another cat.
Hemingway and Anonymous.

123. THINK OF A
HASHTAG TO GO
WITH THIS
PICTURE

124. TWITTER IS
ABOUT
ADDING
YOUR
PERSONAL
CONTEXT

125. HOW TO GET INVOLVED IN TWITTER
Your logo here

126. Your logo here

127. #HASHTAGS
What are they for for?

128. EACH INDUSTRY HAS ITS OWN.
What Hashtags are used in your Industry
Find out what hashtags influencers are using?
http://hashtagify.me/
FIND YOUR INDUSTRY HASHTAG.

129. RESEARCH YOUR INDUSTRY’S HASHTAGS
 #SocEnt (social
entrepreneur/entrepreneurship)
 #SocEntChat (monthly social
entrepreneur chat by Ashoka)
 #socialentrepreneur (for those who don’t
know about #SocEnt)
 #Prize4SC (prize for social change)
 #4change (that’s right, “for change”)
 #BoP (base/bottom of the pyramid)
 #nonprofit (self-explanatory)
 #nptech (nonprofit technology)
 #SSIR (Stanford Social Innovation Review)
 #i4c (internet for change)

130. PRACTICE BY USING DAILY HASHTAGS
 #MondayBlues
 #MotivationMonday, #MondayMotivation
 #MancrushMonday, #MCM
 MORE – HERE: https://blog.hootsuite.com/daily-hashtags/

131. OTHER RESEARCH TOOLS
Nuzzle – Discover most shared content between a
Twitter group.
BuzzSumo – Discover what content gets shared most
by competitor. Find out what content is liked.
Followerwonk – How social are your competitors.
Bluenod – A visual way of finding influencers
SimilarWeb – Good for SEO strategy

132. DON’T!

133. Your logo here
BUT I’VE GOT NOTHING TO TALK ABOUT…YOU
DO.

134. CREATE AN ASSET INVENTORY OF YOUR
INDUSTRY

135. SOCIAL MEDIA AS A FESTIVAL WHICH YOU CURATE.
EACH STAGE IS A DIFFERENT SOCIAL NETWORK. HAVE
AS MUCH FUN AS GLASTONBURY HAS PLANNING IT.

136. TIPS FROM A PRO.
 BE ORIGINAL. SOUND HUMAN It’s essential that your reader feels that there’s an engaged and
engaging person behind every word. Craft sentences that no one has ever put together before
— imagine Googling sentences and discovering nothing like it anywhere on the internet.
Irreverence and originality is good; clichés are bad.
ATTENTION TO DETAIL As well as including all the necessary facts, notice the smallest things
and share specific observations. Evoke textures and colours by communicating the tiniest
details: this might be the scent of a specific type of flower in the gardens, or a description of the
wildlife at certain times of day. Describe a scene in detail — what you saw, tasted, heard, felt —
show the reader the world through your eyes. Telling is when you simply move the story along:
‘We returned to our room for a well-earned rest’.

137. PROMOTED PINS HELP BUILD AWARENESS, CREATE INTENT AND
DRIVE CALL TO ACTIONS
High quality images allows
users to find things they
want to discover in an
immersive image based
environment.
‘Promoted Pins’ allow
brands to add pins to
specific products to further
increase engagement and
drive traffic to site.
A ‘Pin It’ button can be
included on site to direct
users to Pinterest brand
page and add to their
page.
BUILDING AWARENESS
• Compelling stand out images
• Context driven text overlay
• Detailed description to further
advise/inform
• Vertical images help get noticed
as it takes up feed space
• Include tasteful branding
logo/icon
DRIVING
ENGAGEMENT
• Compelling stand out images
• Context driven text overlay
• Detailed description to further
advise/inform
• Pins with lists for more detail
and to reference back to
• Instructions/How To Guides
have high engagement
INCREASING CLICKS
• Compelling stand out images
• Context driven text overlay
• Detailed description to further
advise/inform
• Clear CTAs either strong and
bold in description bar “buy
now” or softer ones in image
“explore summer”
Media formats

138. KEVIN SYSTROM

139. Engagement with brands is considerably higher
than Facebook and Twitter due to low exposure
to brands
10M+ monthly UK users
60/40 female split
Most popular amongst
under 34s
Photos Still the most popular medium

140. 1
4
0
Images should tell a story/ be inspirational

142. WHAT IS INSTAGRAM GOOD FOR?
• Immediacy & Instant Feedback
• Smartphone Only - so keeps in the moment
• Beauty - Amazing pictures every day.
• Basic Photoshop – Good use of mobile tech
Community - Strong sense of connection
Little Negativity or tired Memes
People taking time out of their day to be creative
• Continuity - Watching peoples lives unfold.