"You like me better now. You like me well. "
With these words (often misquoted over the years), Sally Field wholeheartedly expresses her gratitude for the public validation in her acceptance speech for the 1984 Oscars.
Her comments came to her mind when news circulated that Instagram is experimenting by suppressing public validation of photo and video publications. (Twitter also explores alternatives to a "similar" atmosphere).
Teens and influencers wring their hands wondering how they will show the world that their content (and, by extension, their person) is popular.
But what does a content marketing specialist have to do?
Since you have no time to spare, take advantage of this news to prepare for potential changes. And, in turn, you will strengthen your overall social media program.
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1. Do not completely reject "tastes"
Although the public is not able to know the number of views or likes "I like" received by a message, account holders – and Instagram – will know it.
Use these data to evaluate the comparison of your publications. Which messages resonate better for quick action (that is, "like") from your audience? What are the common themes among the most popular publications? Is this the subject of the image? Is it the format (photo or video, for example)? Or is it text, hashtags, etc.? What is the mix of people – followers and non-subscribers in your account – who like messages?
Use this knowledge to create new content – or republish / repackage the old content – to offer your audience what they like.
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2. But stop using the "I love" as a key metric
While you should analyze the "I like" to help you create more relevant content do not make it a key performance indicator.
Choose a measure that further contributes to the achievement of your Content Marketing Objectives :
Comments (evaluated qualitatively and quantitatively) to understand what content motivates your audience.
Shares to indicate how much your audience trusts your content (if they did not believe it, they would not tell it to their subscribers).
Traffic to your website from your social activity (use custom URLs for tracking purposes and / or see social traffic in your web analytics).
NOTE: Since Instagram only allows links in the profile, it is difficult to assume how much a publication affects web traffic. However, if you use a third-party application such as linkmy.photos to associate URLs with images, it is easier to understand the effect of a publication.
3. Expect other social validation measures to increase
While some people migrate organically to other methods to recognize your content, the number of comments and actions may increase, inflating these statistics. Do not falsely conclude that these results of the new era mean that your social content resonates better with your audience. Set the bar higher now – set higher expectations (goals) in terms of the number of comments and actions.
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4. Ask a few seconds of the social time of your audience
As the social media public learns that "I love" is no longer the best way to show the popularity of an article, some post their "like" by commenting, reacting with an emoji or by sharing the content.
But many of them will not go naturally to these stages. They may be inclined if you invite them to participate. Ask them to share their thoughts, preferences, etc., in the comments, as did Califia Farms in the example below. You can also ask them to invite their networks to share their thoughts on the subject. And if your content does not organically justify a conversation, ask for their reaction (ie "enjoy, share," emoji).
By taking these steps proactively, your audience will have a new way to see the popularity of your content. And you will see who among your old group "as alone" is willing to take a step further to interact with your brand and content.
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5. Review your marketing program of influence
If you have an official marketing program of influence, you probably have written expectations and guidelines. Now is the time to review these people to make sure they still meet the social media platform's metrics.
For example, if your brand measures the "likes" of an Instagram influencer to gauge its performance, how will you know how many "likes" they receive? Update your written chords to indicate how you will check the number of "likes" if (or when) Instagram takes into account the "likes".
Update agreements with @Instagram influencers to identify how "likes" will now be checked, says @AnnGynn. Click to Tweet
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6. Know that you do not control social media platforms
Joe Pulizzi, founder of the CMI, has been preaching for years: if you build an audience on social networks, you build it on rented land . Unlike media-owned distribution channels (your email database and your website, for example), you can not control what is seen when and by whom on social media.
If social media is always at the heart of your content marketing strategy, Instagram news should make you an appendix. Place your subscription by email or another media conversion strategy that is at the heart of your plan.
7. Search for other public validation methods for your content
Public validation is good for brands. If people know other trust in your content and brand, they are more likely to consume your content, subscribe to it, and possibly buy your products or services.
Indicating the number of "likes" earned by a publication is a way. Add more ways in the mix so you're ready in case the similar display disappears:
Stop counting on the number of "similar" ones to reflect public validation of your # content, says @AnnGynn. #socialmedia Click to Tweet
Post articles to your blog based on comments on social media articles (do not forget to assign correctly by including a link to the person's social pseudo).
Publish testimonials or experiences told by customers with your brand on your social media platforms.
Encourage more interaction on your blog in the comments section by asking readers to give their opinion, responding to their responses and nurturing the conversation. On social networks, you can highlight excerpts from these blog posts and encourage your audience to find out more about what people are saying or to join the speech themselves.
Experience before committing
Do not revise your social media program quickly based on new settings or expected settings. Make progressive changes and set priorities for what's most important for your social media strategy . Then, evaluate monthly what works and what does not work and adjust accordingly.
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Cover image of Joseph Kalinowski / Content Marketing Institute