Module Socail Media

Facebook isn’t new, and neither is the idea that every business needs a Facebook
presence.
However, a lot has changed since Facebook first entered the marketing scene.
Today, the world’s largest social network can do things many of us would never have
dreamed of 10 years ago: host 360-degree videos, sell products via a chatbot, or even
serve as a top news source for two-thirds of the adult population.
Facebook has 1.56 billion daily active users . Let’s put that in perspective. That’s
nearly 5X the population of the United States, 20% of the world population …
and still climbing.
So imagine the social influence achievable through Facebook in terms of your peer
effects, ecommerce business, referrals, customer relationships, reputation, brand
awareness, and much more (let alone, in combination with other social media
platforms you market through).
It’s not only the sheer number of people but the amount of our attention Facebook
owns. Globally, the average user spends almost an hour per day on Facebook.
Considering the average person sleeps eight hours a day, that means about 7% of our
waking hours is spent with our eyes glued to the social network.
Facebook Marketing, the Inbound Way

Before we dive in, let’s get one thing out of the way. There are many ways to
approach marketing on Facebook, but we’ll stick to the one we love most: inbound.
An inbound strategy is about being helpful and relatable to your audience. It
involves understanding the goals of your customer and partnering with them to
overcome challenges. One of the best ways to do this is to be available where they
already spend their time — that means you need to be present on Facebook.
Facebook’s tools cater to the business that wants to form an authentic relationship
with their audience. It allows marketers to create and distribute quality
content that’s helpful for users. And it allows sales and customer services reps to
connect with consumers interested in a brand.
It’s not about being spammy, annoying, or deceiving.
If you’re building a Facebook Page just to check one more thing off the branding to-
do list, think again. True Facebook marketing requires a consistent, long-term
commitment. But we promise, the awareness and demand will be worth it.
If you’ve decided to build a Facebook Page for your business, you’ve made the right
choice. In fact, you’ll be joining 70 million businesses worldwide who already
market via Facebook Page — a number that's jumped by 1 million in the last few
years.
Before we get into publishing content and boosting posts with advertising, let’s
rewind to the very beginning and walk through the setup process.
1. Create a Facebook Page
As you probably know, the majority of Facebook is made up of personal profiles.

However, if you’re a business looking to establish your presence on the social
network, you’ll need to create a Page instead.
Pages are Facebook’s equivalent of a business profile. Pages look similar to
profile pages but show specific information only applicable to businesses,
organizations, and causes. Whereas you connect with a profile by adding them as a
friend, you connect with a business Facebook Page by “liking” it and becoming a
fan. If you create a personal profile for your business instead of a Page, you run
the risk of getting it shut down by Facebook.
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 Completed1. Introduction to the CourseToggle submenu
 Partial2. Social Media MarketingToggle submenu
o CompletedReflection
o StartModule Objectives
o PartialSynchronous Session 1
o CompletedFacebook
o CompletedSet-up a Facebook page
o CompletedGetting Likes and Attracting Fans
o CompletedFB Post Types
o PartialFB Marketing Strategy
o StartFB Ads
o StartType of FB Ads by Objective
o StartBasic Ad Types
o StartAds created from your Facebook Page
o StartAds created from your Ads Manager
o StartGuide to setting up Facebook Ads
o StartTarget and Optimize Ad Sets
o StartMeasuring Facebook Ad Results
o StartFB Analytics
o StartFB Success Stories - Small Business
o StartConcept Check - Facebook
o StartInstagram
o StartCreating a Business Account
o StartTypes of Instagram Post
o StartImages
o StartConcept Check
o StartVideos
o StartCapturing and Editing Instagram Photos
o StartInstagram Stories, Live and IGTV
o StartHow to Write Captions
o StartHow to Use Hashtags
o StartInstagram Marketing Strategy
o Start1. Set your goals for Instagram.
o Start2. Determine your Instagram audience.
o Start3. Conduct a competitive analysis.
o Start4. Configure an editorial calendar.
o Start5. Build a consistent brand on Instagram.
o Start6. Grow your Instagram follower base.
o Start7. Convert your Instagram followers into customers.
o StartInstagram Advertising
o StartHacks, Tricks, and Features
o StartAccounts and ads to check
o StartInstagram Analytics
o StartTwitter
o StartTwitter Marketing Strategy
o StartHow to use Twitter for Business
o Start1. Customize and brand your profile
o Start2. Create Twitter List
o Start3. Host Twitter Chat
o Start4. Drive traffic to your website
o Start5. Use Twitter Moments
o Start6. Get Verified on Twitter
o Start7. Build follower count
o StartTwitter Advertising
o StartTypes of Twitter Ads
o StartHow to Target Ads
o StartHow to Budget Campaigns
o StartHow to Analyze Campaigns
o StartTwitter Tips
o StartTwitter Analytics
o StartConcept Check - Twitter
o StartENABLING ASSESSMENT: SOCIAL MEDIA ACCOUNT CREATION
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Social Media Marketing
PreviousContinue
Set-up a Facebook page

Immersive Reader
If you’ve decided to build a Facebook Page for your business, you’ve made the right
choice. In fact, you’ll be joining 70 million businesses worldwide who already
market via Facebook Page — a number that's jumped by 1 million in the last few
years.
Before we get into publishing content and boosting posts with advertising, let’s
rewind to the very beginning and walk through the setup process.
1. Create a Facebook Page
As you probably know, the majority of Facebook is made up of personal profiles.

However, if you’re a business looking to establish your presence on the social
network, you’ll need to create a Page instead.
Pages are Facebook’s equivalent of a business profile. Pages look similar to
profile pages but show specific information only applicable to businesses,
organizations, and causes. Whereas you connect with a profile by adding them as a
friend, you connect with a business Facebook Page by “liking” it and becoming a
fan. If you create a personal profile for your business instead of a Page, you run
the risk of getting it shut down by Facebook.
To get started building your own Facebook Page, go

to https://www.facebook.com/pages/create/.
There, you’ll have two categories to choose from:
1. Business or Brand
2. Community or Public Figure

Facebook offers two categories so you can better customize the fields on your Page.
For the purpose of this introduction, let’s say we’re a “Business or Brand.” We’ll
create a Page for a (completely fictitious) company called Boston Coat Company and
categorize it as a Retail Company. (To choose a category, simply start typing and
choose from the drop-down list.)
We recommend you choose the name for your Page wisely. Facebook will let you
change your name and URL in most cases, but it can be a difficult and tedious
process.
If you haven’t already, you’ll be prompted to sign into Facebook at this point. You
must create and manage Pages from your personal Facebook account; however, your
personal information won’t appear on the Page unless you add it.
Press “Get Started” and you’ll be automatically redirected to add a Profile Photo and
Cover Photo for your new Page. (You can skip these steps and do them later, but we
recommend getting them out of the way now.)If you do skip, however, you'll see your
new Facebook Page as well as a few tips for building the foundation of a business
Page.
2. Add Photos
Add a Profile Picture
The first step to giving your Facebook Page an identity is adding a profile picture.
This will serve as the primary visual for your Page, appearing in search results and
alongside any of your content that shows up in a user’s News Feed. Most publishers
suggest creating a photo that’s 180 x 180 pixels, however increasing this slightly will
help maintain quality. If you don’t upload an image that is already square, you’ll be
prompted to crop.
Think of your profile picture as your first impression, and be sure to choose
something immediately recognizable (like a logo). If you’re a speaker or public figure,
go with a favorite headshot. Local restaurants or shops may choose an image of their
most popular offering.
Add a Cover Photo
Next, Facebook will suggest you add a cover photo. A cover photo is the large,
horizontal image that spans the top of your Page. It should express your Page’s
identity and can be updated often based on special offerings, campaigns, or seasons.
To upload a cover photo, click the “Add a Cover Photo” option in the welcome menu.
The official dimensions of a cover photo are 851 x 315 pixels. However, if your photo
is not exact, you’ll have the option to drag to reposition the photo. Press "Save".
To change your cover photo in the future, hover your mouse over the white camera in
the lower right corner of your cover photo and select “Change Cover.” It’s also a good
idea to include a sentence of text and a link in the description if you are promoting a
specific campaign in your imagery. That way, if your cover photo highlights a new
parka, they can seamlessly jump to your winter product line to buy.
Finding the right balance between a cover photo that is both visual and simple can be
a challenge. Try going with an abstract image or pattern to catch the eye, or a
landscape shot with your product as the focal point. Often, the best cover photos are
the ones that use negative space to their advantage.
3. Add a Short Description
Your Page is starting to come together with some beautiful imagery. Next, you’ll need
a description to let your audience know what your business is all about.
Click “Add a Short Description” under "Welcome to Your New Page"to get started.
Add one to two sentences (or 255 characters max) about your business. This
description will appear both on your Page and in search results, so keep it descriptive
but succinct. But don’t be afraid to show a bit of your brand’s personality!
Alternatively, you can edit your description by clicking on “About” in the left menu.
There you’ll find the option to include a phone number, website, email, mission, and
more.
4. Create a Username for Your Page
The last step on the welcome menu is to create a username for your Page. Your
username will appear in your custom Facebook URL (also known as a vanity URL)
to help people easily find and remember your Page. You’ll have 50 characters to come
up with a unique name not being used by another business.
By picking @thebostoncoatcompany for my sample Page, people can automatically
visit my Page at fb.me/thebostoncoatcompany or send me messages at
m.me/thebostoncoatcompany. Keep your Page’s unique URLs handy. You’ll use them
again when you begin cross-promoting your Page on your website, blog, and other
assets to get more Facebook likes.
5. Add Your Page to Shortcuts
We finished the four steps from Facebook’s welcome menu, but there are still a few
things you can do to customize your Page. For example, every Facebook user has a
vertical navigation bar to the left of their News Feed. By adding your Page as a
shortcut here, you’ll always have easy access. Go to your News Feed and click on
“Edit” next to “Shortcuts” in the left vertical navigation to make it easy to navigate to
your Page in the future.
6. Set Up Page Roles
With the basic skeleton of your Page complete, there’s an important step you’ll want
to take before you send the Page out to the world … or even your co-workers.
Remember how Facebook creates business Pages separate from personal profiles?
One benefit of this is so multiple people from an organization can edit and post from
the Page without sharing login credentials. But that also means you need to designate
who has what levels of editing access. That’s where Page Roles comes in.
On the top navigation bar, locate “Settings.”
Then click on“Page Roles” in the left navigation bar. There are a few options when
adding a collaborator:
 Admin: Admins can manage all aspects of the Page, meaning they can send
messages, publish as the Page, respond or delete comments, create ads, see which
admin published a specific post, and assign Page roles. This person would have all the
same permissions as the creator of the Page. Choose wisely.
 Editor: Editors have the same permissions as Admins except for one key difference:
Editors can’t assign Page roles to other people.
 Moderator: Moderators can send messages and respond to and delete comments, but
they can’t publish as the Page. They do have access to create ads.
 Advertiser: Just as it sounds, Advertisers can create ads and view insights.
 Analyst: Analysts don’t have any publishing power whatsoever, but they can see
which Admin published a specific post and view insights.
 Jobs Manager: Jobs Managers can do everything that an Advertiser can do as well as
publish and manage jobs.
7. Customize Your Notifications
While you’re in the settings menu, jump up to “Notifications.” This section allows
you to customize how you receive alerts for activity on your Page. For example, you
could choose to get a notification every time there is activity or just get one
notification every 12 to 24 hours.
8. Add a Page CTA
One of the top benefits of having a Facebook Page for your business is the ability to
attract an audience you might not have been able to reach with a traditional website.
However, the typical buyer’s journey doesn’t end on Facebook.
Starting in December 2014, Facebook allowed Pages to include a call-to-action

button at the top of the Page. To create one, click “+ Add a Button” below your cover
photo. You can choose from an array of choices depending on if you want view or
book a service, get in touch, make a purchase or donation, download an app, or simply
learn more.
Click "Next" and choose a link for the CTA to lead to, such as your homepage,
Messenger, a landing page, or a video.
9. Organize Your Page Tabs
Want to take your business Page to the next level? Add custom tabs to tailor what
content users see when they visit your Page. For example, when you visit Starbucks’
Page, there’s an option to browse photos, see open jobs, visit its Pinterest account, or
find a store near you.
To change the tabs on your Page, go to "Settings" > “Templates and Tabs”. You can
choose to use Facebook's default tabs, or you can add additional ones. You can
also create a custom app via the Facebook Developer portal.
10. Verify Your Page
Have you ever noticed a tiny gray or blue check mark next to the names of some
businesses and brands?
Depending on how you categorized your Page, you could be eligible for a verification
badge. A blue badge means that Facebook has confirmed an authentic Page for a
public figure, media company or brand. Agray badge means that Facebook has
confirmed an authentic Page for a business or organization.
A verification badge is by no means necessary, but it does add a sense of authority to

your Page and business. This could be particularly important for businesses in
ecommerce or online services looking to build trust with potential customers and
initiate transactions online.
To ensure you're eligible, confirm that your Page has a profile picture and cover
photo. Go to “Settings” > "General". There you’ll find “Page Verification” where you
can enter your publicly listed phone number, country, and language. You'll receive a
call with a verification code.
The blue check badge is only available to some public figures, celebrities, and brands.
Unfortunately, it’s not possible to request a blue badge.

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Getting Likes and Attracting Fans
Immersive Reader
Of course, you want your Facebook business Page to be successful. However, what
success looks like on social media will vary based on your business goals. Your top
focus could be launching new products, building awareness, driving sales, or
collecting leads.
But no matter what, you need likes.
A “like” is how a user raises their hand and intentionally chooses to see updates from
your business in their News Feed.
In this section, we’ll give you some practical strategies to get Facebook Page
likes from the moment your Page goes live and how to grow that demand into the
future.
Why You Shouldn’t Buy Facebook Likes
If you need Page likes to master Facebook marketing, that brings up a good question:
Why not just buy them?
Don’t believe this is a real dilemma? Go ahead and Google “buy Facebook likes.”
You’ll find pages upon pages of external services selling packages of likes for a flat
fee. And for some, it may seem like a quick and easy way to make your
business look credible.
However, the issue lies in where these likes actually come from. Companies that sell
likes use click farms, fake accounts, or even compromised accounts to reach the
promised number. That means it’s highly unlikely that any of these users who have
liked your Page will ever engage with your content.
Remember: Not every Facebook post shows up in the News Feed. When Facebook
decides what to include, the algorithm looks specifically at engagement rates —
not your total number of fans. Over time, the lack of likes and comments on your
posts (due to unengaged or fake fans) compared to the number of Page likes you have
could prevent your content from being seen. The average user will likely also question
your credibility with such a discrepancy.

If the long-term effects of a poor engagement rate aren’t enough to scare you,
remember that Facebook has a team that watches out for this sort of suspicious
behavior. They won't hesitate to shut down your Page without warning.
Promoting Your Page on Facebook
Now that we’ve covered how not to get likes, let talk about how to get them — the
right way. We’ll start with promoting your Page on Facebook and then through your
other marketing assets.
As we mentioned in the previous section, take the time to thoughtfully fill out the
“About” section of your Page. Fill your description with searchable information, but
don’t overstuff it with keywords. Include an overview of what your business offers,
proper categories, and a link back to your website. Here's HubSpot's "About" section
as an example.
If you’re building a Page
from scratch, consider sharing it with people you’re already connected to on
Facebook. From your Page's main screen, check out the section titled "Know friends
who might like your Page?"
As you choose contacts, be cautious about over-promoting to people you know won’t
be interested. Spammy Facebook marketing does more harm than good.
Also, don’t forget to invite your colleagues to like your Page. Encourage them to
share it with their own Facebook friends or include the unique link in their email
signatures. Employees in departments like sales, customer service, or HR who
consistently email people outside your business are often a great fit.
Finally, be active. The best way to gain Page likes is to build an engaging
community. Post helpful or entertaining content that your followers will want to like
and share. Respond to messages quickly and interact with comments on your posts.
Have you ever noticed some Pages have a green badge saying they’re “very
responsive to messages”? If you’ve received a 90% response rate and an average
response time of under 15 minutes over the last seven days, you too can earn this
badge.
Securing Facebook likes isn’t reserved for the initial setup of your Page. You’ll need
to build a consistent, lovable strategy to continue adding value to your followers.
Promoting Your Page Through Your Website
Promoting your Page doesn’t end on Facebook. Include social media follow buttons
on your website and blog to make it easy for your audience to connect with you on
Facebook.
You can also use a Page plugin to easily embed and promote your Page on your
website. Facebook will build the iframe code that shows a feed of your latest posts.
That way, visitors can like and share your Page without ever leaving your website.
Promoting Your Page to Your Customers and Email Contacts
Have a brick-and-mortar business? Think of creative ways to let your customers know
you have a Facebook presence. Place a Facebook sticker with your Page’s name in the
front window or include the custom URL on your receipts. You could even run a
promotion where people get a discount if they like your Page on the spot from their
mobile device.
Ecommerce businesses can do likewise. Don’t forget a Page link in your email
marketing, whether it’s receipts, product suggestions, content updates, or customer
service messages.
Promoting Your Page on Additional Social Media Channels
Sharing your Page from your other social media accounts is another option, as long as
you do it sparingly. The key is not to annoy the Twitter or LinkedIn audience you’ve
worked so hard to build.

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FB Post Types
Immersive Reader
When it comes to Facebook marketing, posting content is the core function of the
job. Without a consistent flow of content, your Page exists solely as a source of
information for people who are already aware of your brand.
In other words, it’s no different than the most basic of websites.
However, when you use Facebook to publish and share quality content, you extend
your reach into the big blue ocean of Facebook’s users. Users discover your content
and may choose to like your Page to continue the relationship. Over time, their trust in
your brand increases, hopefully enough to make a purchase.
That’s the recipe of inbound marketing, after all.
How to Post to Your Facebook Page
To post on your Facebook Page, look for the white box below your cover photo that
says “Write something …” and simply begin typing. When your update is ready to go
(after a proofread, of course), hit “Share Now”. From this field, you can also add a
photo or video, tag a product or location, run a poll, or schedule or backdate your post
if you so choose.
Facebook Images
Posting an image is always a great choice, especially since Facebook posts with
images see 2.3X more engagement than those without visuals and account for 87%
of total interactions.
To post an image, click the “Photo/Video” prompt below where it says "Write a
post...".
Facebook Image Sizes
If you’ve done any sort of social media marketing before, you understand the
necessity of keeping image sizes handy.
As we covered in your Page setup, there are a few types of images you can post to
Facebook, each with their own size specifications:
 Profile Picture: 180 x 180
 Cover Photo: 820 x 312
 Timeline image: 1200 x 630 (The ratio is more important than the size. Keep a 1.9:1
ratio.)
It’s no secret that the best Facebook images are highly visual. Try to keep a
consistent style among all the images you post, and don’t be afraid to let your
personality show.
Facebook Links
One of the easiest ways to start populating your Facebook Page with content is to
share the blog posts you publish. You shouldn’t share every blog post you create, but
instead, pick those you know will resonate with your Facebook audience and
hopefully get shared by your followers.
To post a link, begin the same way you would create a text post. Write a sentence or
two and paste in your link. As opposed to summarizing the blog post in your copy,
come up with a relatable or witty statement (as long as it’s in line with your brand
voice) that would intrigue someone to learn more.
Before you publish, go ahead and delete the link to make your post look more clean
and professional. By this point, the blog post should auto-populate below the white
box with the title, meta description, and image. Hit “Publish.”
Speaking of, remember to include a compelling meta description with each blog post
you write. Facebook automatically pulls this in to describe your link.
Facebook Video
If you’re looking to tell a story on Facebook, video is likely your best option.
Recently, video has gained a lot of buzz, especially considering the Facebook
algorithm now prioritizes both live video and longer videos with high completion
rates in users’ News Feeds. In fact, a Facebook exec predicted the social media
platform will be all video by 2021.

To upload a pre-produced video to Facebook, click the “Photo/Video”, click the

“Photo/Video” prompt below where it says "Write a post..." and select "Upload
Photos/Video".Select the file from your computer. We recommend uploading videos
as an MP4 or MOV file.
Next, you’ll be prompted to add a title, tags, and some text to your post. You can also
add it to a playlist. As with Facebook links, use this text to entice your audience to
watch the video.
Click along the navigation on the right side to choose your video thumbnail and add
subtitles and captions. Considering Facebook auto-plays videos without sound
(and almost 90% of videos are watched without sound), SRT files are a smart choice
to make sure your video is understood by those scrolling through their News Feed on
a mobile device.
Facebook also allows you to run polls with your video (if it's 10 seconds or longer),
set up tags for tracking, and turn on 360º Mode (which allows your users to view the
video like a panorama.
Because Facebook auto-plays videos, the first 5-10 seconds are prime real estate. As
you brainstorm videos for Facebook, make the beginning as visually compelling as
possible to encourage the user to view the full video.
Facebook Live
Aside from pre-produced video, Facebook Live is another option to explore

multimedia content. Facebook Live is a feature that allows live-streaming capabilities
to users on their desktop or smartphone. It’s available to any Facebook user, but is
particularly appealing to brands who want to capture the culture of their company and
form authentic relationships with their followers.
To try it out on your desktop, go to your Page and click on “Live” under where it says
"Write a post...".
If you haven’t used Facebook Live before, you’ll be prompted to give Facebook
access to your camera and microphone. Press the blue “Continue” button. Don’t worry
— you won’t begin recording yet.
You'll see a dialog box pop up on the right where you can choose where you want to
broadcast (on your Page or on your personal profile), write a description, share your
screen, and title and tag your video. Under the "Interactive" tab, you can also run a
poll while you do your Live video. Once you click "Go Live" your Live video will
begin.
On your smartphone, open up the Facebook app. Go to your Page and click on
“Publish” as if you were going to write a new post, then select the “Live Video”
option. Before you enter any information, go ahead and check the privacy settings.
Under the description, you’ll see a choice to broadcast to the public, just your friends,
or only yourself. If you’re testing out Facebook Live for the first time, we suggest
using “only me” to ensure your live stream doesn’t show up on your News Feed.
Before you go live, write a compelling title that will show up alongside your live
video. Then use the two arrows in the upper right corner to determine if you want to
change the camera view to the selfie view or vice versa. Lastly, decide if you’ll hold
your phone vertically or rotate it sideways to landscape. As you'd do on your desktop,
press the blue “Go Live” to start broadcasting.
When you do go Live, keep your viewers engaged by asking questions and
encouraging them to respond in the comments. Every few minutes, re-introduce
yourself and explain the purpose of the video in case new viewers join. For
inspiration, check out some of the best Facebook Lives we’ve ever seen.
When you’re ready to stop recording, click “Finish” to end the broadcast. The video
will automatically stay on your Page like any other video post. You’ll also be given
the option to save the video to your camera roll so you have a copy for safekeeping.
Facebook Instant Articles
Facebook Instant Articles are a feature that allows publishers to post text- and
photo-based content in a format that loads on mobile without leaving the Facebook
app. If you’ve ever been on your phone and clicked on an intriguing headline just to
have the Facebook app completely freeze, you know how frustrating it can be to load
mobile content.
That’s the main benefit of Facebook Instant Articles. They significantly decrease the
time it takes to load content on mobile, while offering a seamless user experience.
You know you’ve found an Instant Article if there’s a small gray thunderbolt below
the title of the post.
When Instant Articles were first released, they were only available to a few select
publishers. Now, any publisher can use them if they sign up
at https://instantarticles.fb.com/. Facebook will walk you through submitting your
first sample article and requesting approval from the Instant Articles team. Once
you’re approved, you’ll be able to auto-publish in the new format.
While Instant Articles are definitely not for every business, they have helped some
larger publishers monetize from native advertising. Because users are 20% more
likely to click on Instant Articles and 70% less likely to abandon then due to poor user
experience, publishers have a greater opportunity to earn revenues from native ads.
However, the format has received backlash because the publishers don’t own the
analytics.
Facebook Virtual Reality
Last but certainly not least, there’s virtual reality for Facebook. At least for the
moment, Facebook’s main virtual reality offering is 360-degree video. Facebook 360
allows publishers to tell immersive stories that share places and experiences with their
fans.
The 360-degree video experience works best on mobile, as viewers are able to tilt and
turn their phones to reveal video content all around them. On a desktop, users can
click and drag. The format is also compatible with VR headsets like Oculus Rift or
Samsung Gear VR.
The most efficient way to create a Facebook 360 video is to use a 360-degree camera
such as an ALLie or RICOH THETA. The THETA, for example, has two lens that
together capture the 360-degree look. Since there’s no viewfinder, you’ll need to use
the corresponding mobile app to set the shot and a tripod to keep the camera steady.
The app then allows you to share directly to Facebook.
How to Pin a Facebook Post
Now that you know all the different types of Facebook posts, let’s customize how
they appear on your Page. By “pinning” a post, you can determine which piece of
content sticks to the top of your Page. Any other posts will appear below, even if they
were published more recently than the pinned post.
To pin a post on your Page, click on the small down arrow in the top right corner of a
published post. Then select “Pin to Top of Page.” This post will remain pinned until
you choose to pin another post and replace it.
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FB Marketing Strategy
Immersive Reader
Now that we've covered the types of content you can publish on Facebook, you’ll find
that posting is the easy part. Knowing what — and when — to post is the real
challenge of Facebook marketing.
To build a successful Facebook marketing strategy, you’ll first need a comprehensive

understanding of your audience. Then we’ll dive into 1) developing the right mix of
content to drive results, 2) scheduling posts into your editorial calendar, and 3)
exploring Facebook’s new offerings for connecting with prospects.
1. Identify Your Facebook Audience
To determine your Facebook audience, take a step backward and evaluate the buyer
personas of your marketing strategy at large.
Here's what you need to know to get started with this step of your strategy.
Buyer personas are fictional, generalized representations of your ideal customer that

help you to better understand your (real) target audience. No matter if you’re in
marketing, sales, product development, or services, you can use buyer personas tailor
your content, product, or behavior to better relate to your target customer.
The same goes for Facebook. By understanding the challenges and goals of your
persona, you can determine which content would be best to post and tweak the
positioning accordingly.
To begin building your buyer persona, interview a diverse mix of customers,

prospects, and referrals to gauge their background knowledge of your industry, their
biggest challenges, their ultimate goals, and what resources they rely on to learn and
develop their skills.
Then, take a look at your competitors. Explore their Facebook Pages and evaluate
each for a few key factors:
 Visual quality
 Post frequency
 Content mix
 Engagement on posts (likes, comments, and shares)
 Response time and quality from business
Using Audience Insights
If you want a deeper understanding of your persona, Facebook offers a powerful, free
analytics tool as a part of their ads platform called Audience Insights. We’ll cover
Facebook advertising in the final section of this guide, but you can still use this tool
without deploying any ads.
Audience Insights allows you to obtain demographic and behavioral data about your
audience and that of your competitors. It was created to help advertisers target their
ads better, but it’s also a great tool for social media managers and content creators to
determine the type of content their audience is looking for.
To access Audience Insights, go to your Facebook Ad Manager and click the menu

in the upper left corner. “Audience Insights” is located under"All Tools" >“Plan”.
Once you’re there, you’ll have to choose between analyzing everyone on Facebook or
just people connected to your Page. For the purpose of these instructions, let’s look at
“Everyone on Facebook,” but you can always change this later.
Next, look at the “Create Audience” column on the left side to determine the segment
you want to analyze. The United States will be the default location, but you should
change this based on where your target market resides. Also, specify age and gender.
The “Interests” section is a great way to uncover industry and competitor information.
You can add general interests or the names of specific Pages. However, be warned
that not every Page will be available to analyze if they do not have a substantial
number of likes. In the example below, I’m choosing to analyze women in the United
States between the ages of 18 and 35 who are interested in yoga and the apparel
company Lululemon Athletica.
When I explore the data under the demographics tab, I can see the breakdown of job
title, college education, and marital status.
Under the Page Likes tab, you can get a glimpse into the other Pages they turn to for
content. Following the same example, this audience gets workout advice from trainer
Kayla Itsines and apparel from Victoria’s Secret and Fabletics.
The more you dig into Audience Insights, you can look closer at aspects such as
location, device type, and the frequency of engagement on Facebook. Together, all of
this data serves as a valuable starting place to evaluate competitors and brainstorm
content ideas.
 2. Create a Social Media Content Calendar
Social media managers juggle a lot of tasks on a day-to-day basis: posting content on
multiple channels, responding to comments, monitoring mentions of your brand,
reading up on recent trends. The last thing you want is to scramble for a piece of
content to post two minutes before your 9 a.m meeting.
How do social media managers keep up with all of those posts they need to publish?
By using a social media content calendar. Just as it sounds, a social media content
calendar is a spreadsheet where you write out posts in advance and slot them for
specific times. Aside from keeping you sane, a content calendar will help you keep
tracking links organized and make it easier to evaluate the overall mix of format and
topic you’re posting.
Every great social media content calendar should have a few things:
o Tabs for each social media platform (you can use this for more than just Facebook)
o A day-by-day schedule broken down by time slots
o Columns for message, link, campaign name, character count, and image
o A monthly view to plot larger campaigns
 Scheduling Facebook Posts
No matter how far out you build your social media content calendar, you’d never be
able to take a vacation if it wasn’t for scheduling posts. Thankfully, there are multiple
resources available to help you schedule and automate posting.
To schedule a post on Facebook, start by creating a post in the white box at the top of
your Page’s timeline. Instead of clicking “Share Now,” select the small arrow next to
it and select “Schedule”. Select a time and date, and click "Schedule Now".
To manage all of your scheduled posts, find “Publishing Tools” in the menu at the top
of your Page and click “Scheduled Posts” in the left column. There you can edit or
delete posts, as well as preview them for both desktop and mobile viewing.
Best Times to Post on Facebook
When to Post on Facebook?
Pre-COVID-19, the best times to post on your Facebook business page were

on Wednesdays at 11 a.m. and between 1 p.m. and 2 p.m as activity on the
platform increased in the middle of the week. (Sprout Social, 2020).
Tuesdays to Thursdays were also considered to be rather safe days to post

on Facebook, especially during the day between 8 a.m. and 3 p.m.
 The best time to post on Facebook was on Wednesdays at 11 a.m. and

from 1 p.m. to 2 p.m.
 The worst day to post was on Sunday.
When To Post on Facebook During the Coronavirus Pandemic?
As Facebook usage grew during lockdown, so did activity throughout the

week. This has led to larger windows during which to post on Facebook for
more engagement.
The best times to post on Facebook during the coronavirus pandemic are on
Mondays, Wednesdays, and Fridays from 10 a.m. to 11 a.m. Weekends
continue to be the worst time to post, alongside weekdays after 5 p.m. (Sprout
Social, 2020).
3. Generating Leads on Facebook
We’ve already mentioned that your Facebook goals will vary depending on your
business and the type of content you publish. And it’s likely that much of the content
you post will be to gain views or awareness.
But what about using Facebook for lead generation? In short, a lead is a person who
shows interest in your company’s product or service by giving their information in
some way. Typically, this means they filled out a form for an ebook or requested a
demo of your product.
To turn your Facebook fans into paying customers, you’ll need to be strategic about
posting content that directs to a form. For example, you could post:
 Landing pages for offers
 Blog posts that you know generate a lot of leads based on historical conversion rates
 Videos to promote lead generation offers
 Facebook Lives to remind people to register for an upcoming event
 Facebook events for upcoming webinars
You don’t want every piece of content you post to be lead generation, but experiment
with a content mix that works for your business.
You can also use Facebook Lead Ads to capture lead information from the Facebook
platform and avoid the friction of a landing page and longer click-through path. This
feature allows potential customers to access your offers without ever leaving the
Facebook app.
Facebook Bots
In the world of artificial intelligence, a bot is a term used to describe a text-based

program that can communicate with humans to automate specific tasks or seek
information. And thanks to Facebook, this technology is being democratized for
businesses of all sizes.
In April 2016, Facebook announced the launch of its Messenger Platform — a service
that enables any business to build a bot through Facebook Messenger. If you have a
Facebook personal profile, you’ve probably used Messenger to chat with friends
either on your desktop or mobile. In the same way, you can talk with a bot to change a
shipping address or receive breaking news updates. For instance, 1-800 Flowers
allows you to use their bot assistant to shop, track your order, or work with customer
care.
So, why should Facebook bots matter to marketers? For starters, Messenger has 1.3
billion monthly active users. And since bots are a form of artificial intelligence, their
natural language capabilities will undoubtedly get smarter over time. From the
perspective of the customer, bots make the shopping and customer support processes
much smoother, eliminating the need to scroll through pages and pages of product
choices or talk on the phone with a customer service rep. In fact, a HubSpot Research
report found that 47% of people are interested in buying items from a bot.

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FB Ads
Immersive Reader
When you begin advertising on Facebook, you might feel like there’s a lot of boxes to
check off. Is your copy engaging enough? Are you targeting the right people? How
much should I spend?
Unfortunately, the overwhelming nature of Facebook advertising prevents many
from even trying it out.
But with such a massive and diverse collection of users, Facebook offers a unique
opportunity for marketers to drive awareness for their brands — an opportunity that
could also drive more leads for your business than any other paid channel. Below,
we’ll walk through the steps to get started with Facebook advertising, making sure
you’re producing the right ad at the right time.
How to Create a Facebook Ad Campaign
The first step in the Facebook advertising checklist is to understand the terminology.

In Facebook, all paid advertising can be broken down into three elements:
 Campaigns: A campaign houses all of your assets
 Ad sets: Ad sets are groups of ads that target specific audiences. If you’re targeting
multiple audiences, you’ll need separate sets for each.
 Ads: The individual ads you’ll post on Facebook, each with their own colors, copy,
images, etc.
When you create your first advertisement, Facebook offers two choices of
editors: the Ad Manager and the Power Editor. The Ad Manager is a great
choice for most companies, while the Power Editor was created for larger
advertisers who need precise control over a variety of campaigns. For these
instructions, we’ll use the Ad Manager. To find the Ads Manager from
Facebook, go to your homepage and find "Ads Manager" from the left-hand
menu.
Before you create an ad, you need to choose an objective. Facebook provides 11 to
pick from, broken into three categories: awareness, consideration, and conversion.

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Type of FB Ads by Objective

Immersive Reader
Types of Facebook Ad Objectives
There are 3 Stages to Customer Acquisition. Facebook can help you reach each stage
with different types of ads. Here are the three stages:
Awareness
The purpose of awareness ads is for exactly what they sound like: to bring awareness
to your company. These ads are great for increasing your reach to help your company
build a base audience.
There are different types of awareness ads:
 Brand Awareness – encourages discovery of your brand

 Local Awareness – encourages discovery of your local business
 Reach – shows ads to the maximum amount of people possible
Awareness Ad Objectives:
 Impressions
 Reach
How to Use Awareness Ads – Use high-quality creatives such as infographics, 15-
second videos, and custom images to reach these goals. The content should be
immediately consumable in-platform. A link can be included but only as a secondary
focus.
Consideration
After achieving awareness of your company’s brand, consideration ads can be used to
encourage customers to look further into considering whether your product or service is
something they’d be interested in purchasing. The main point of these ads is that they
should be information and product/service focused. By providing more information
through blog posts, coupons, video testimonials, and email newsletters you can help
consumers get closer to reaching a decision.
Consideration Ad Objectives:
 Clicks
 Engagement
 Video Views
 Messages
 App Installs
 Lead Generation
 Traffic
How to use Consideration Ads: Provide information about the product/service. Images
and video-based ads should link to the site for more information. Use top-performing
content that will encourage consumers to choose your product/services over
competitors. The ad should also use a call-to-action. Some examples of good call-to-
actions are: learn more, subscribe, get started. Create call-to-action (CTA) based on
your brand goals.
Conversion
The final objective is to reach the level of awareness where customers are willing to
convert or make the sale. Conversion ads are used for customers who are far into the
buying process. They are already aware of the brand, the product, and have considered
your product in comparison to competing brands. In order to push the consumer to
complete the sale, the messaging should be focused on pricing and promotion.
Conversion Ad Objectives:
 Conversions
 Sales
 Store Visits
How to use Conversion Facebook Ads:
Use strong CTAs in advertising. Some examples of strong CTAs to use for conversion:
sign up, book now, buy now.


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Basic Ad Types
Immersive Reader
Please visit and thoroughly

read the link for a more
comprehensive guide on
requirements and
specifications about FB
Ads:
https://www.facebook.com/business/ads-
guide
Basic ad formats
A Facebook ad format is the basic layout of your ad: a single image with text,
a video, a full-screen interactive experience, etc. There are only seven basic
ad formats, but with these seven, you can design a huge number of ad types
aimed at different advertising objectives.
Image ads
Image ads are the most basic ad format. They contain only a single image
and can be used in multiple different ad types, placements, and aspect ratios.
Image ads are easy to make and can effectively show off your product or
service if you use high-quality photos. This ad format is a great all-around
choice for almost any stage of your funnel, whether you want to grow your
brand awareness or promote a sale to increase conversions.
Although image ads are a great all-around choice, they can also be limiting as
you only have a single image to get your message across. When you want to
demonstrate how your product works or show off multiple products, the single
image format is not your best choice.
Best practices for image ads:
 Pay attention to aspect ratios, so your end product doesn’t get stretched or
cut off.
 Put in the effort to make quality images that stand out from the rest of
Facebook.
 Keep your message focused by using only as much text as you need.
Example:
Video ads
Video use a single video to market a product or service.
Video advertising drives high audience engagement, and even smaller

companies can make simple videos to entertain and connect with their
audience.
The only drawback to video ads is that they are time-consuming to make. If
you have simple messages, then an image or carousel might do the job more
efficiently.
Best practices for video ads:
 Keep your videos short (Facebook suggests less than 15 seconds).

 Start with a bang and get your audience engaged.
Example:
Slideshow ads
Slideshow ads are made up of 3 to 10 images or a single video that plays in a
slideshow. These ads are the little cousin to video ads because they use five
times less data and are intended to be used in markets where internet
connections are generally limited.
Slideshow ads can also be a great stepping stone for people who have no
video-making experience but still want to catch the reader’s eye with the
movement and sound that makes video ads so effective.
Best practices for slideshow ads:
 Use high-quality images and videos to make an impact.

 Insert music (that you have the rights to use).
 Target slow-internet areas with slideshow versions of your best video ads.
Example:
Stories ads
Stories ads are full-screen immersive experiences that pop up in-between the
Stories users watch on Facebook, Instagram, Messenger or WhatsApp. You
can make your Stories with videos, images or even carousels.
Stories offer a lot more freedom of expression than your typical video or
image ads, as you can experiment with video effects, emojis and
even augmented reality to make an impression on your viewers.
The Stories format is great for showing off your brand, but Stories are not
placed on Facebook feeds, so they aren’t a silver bullet for advertisers. The
media in Stories require different formatting than image or video ads, so you
might be forced to make unique content just for Stories, making them more
work overall.
Best practices for Stories ads:
 Keep the pace of your Stories quick, with frequent switches between
different images and videos.
 Use tools like motion and augmented reality to enhance the viewing
experience.
 Optimize your images and videos to be used on a full screen.
Example:
Instant Experience ads
Instant Experience ads (formerly Canvas Ads) are a mobile-only interactive ad
that lets users engage with your content on Facebook.
With Instant Experience ads, your target audience members can swipe
through a carousel of images, tilt the screen in different directions, and zoom
in or zoom out by moving their fingertips. Instant Experience ads also load 10
times faster than standard mobile web applications!
Instant Experience ads are a great tool overall, but if you are new to
advertising on Facebook, they may require more time than they are worth. If
you aren’t particularly tech-savvy, it could be better to just stick with more
basic ad formats.
Best practices for Instant Experience ads:
 Facebook recommends that you use five to seven components (images,

videos, etc.) in your ad as these get more engagement.
 Use a pre-made template to save time.
 Repeat your central theme often throughout your ad.
Example:
Carousel ads
With carousel ads, readers can flip through multiple images or videos, each
with its own headline, link, or description.
Carousels are great for introducing readers to a broad range of your products,
as each image in the carousel can have its own landing page specifically
tailored for that product.
The carousel format can also be effectively used to tell a story or explain a
process by splitting up each section across different sections of your carousel.
Best practices for carousel ads:
 Make multiple unique headlines, CTAs, and descriptions for each part of
your carousel.
 Show the top-performing images or videos first to hook your audience.
 Link to multiple landing pages for a more personalized experience.
Example:
Collection ads
A Collection ad is like a mobile window-shopping experience where, with one
tap, readers can scroll through your product lineup. You can think of
Collection ads as a more advanced carousel ad — both show off your product
lineups, but Collection ads are more customizable and full-screen.
Collection ads are perfect for large online stores, but for companies that sell a
limited number of products or services, there are probably better options for
you.
Best practices for Collection ads:
 Let Facebook algorithms decide which products from your catalog are
included for each specific user.
 Fill your catalog with a variety of products that Facebook can choose from.
 Pick an eye-catching image to draw people into clicking on the ad.
Example:

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Ads created from your Facebook Page

Immersive Reader
The easiest way to make Facebook ads is directly from your Facebook Page.
Just click on the Promote button, and you can start the process of getting your
brand and products out there. You cannot create all ads from your Facebook
Page, but you can create:
 Boosted posts
 Page Likes ads
 Website Visitors ads
 Website Purchases ads
 Automated ads
Boosted Posts
Every time you post something on your Facebook Page, Facebook offers you
the chance to amplify the post’s reach with a Boosted Post.
After you click on Promote, just choose Boost a Post to get your post in front of
more people across Facebook’s advertising network.
The Boosted Post will look exactly like an ordinary Facebook post, with
a Sponsored note on top of the ad.
Page Likes ads
Page Likes ads are the go-to option for increasing your page likes. They can
be displayed on all placements and include a visible CTA (call to action) that
allows readers to immediately like your page.
You can make a Page Likes ad by clicking on the Promote My Page option on

the Promote menu.
Website visitors ads

This ad type helps to promote your external website by sending people to your
landing pages or blog posts. You can use website visitors ads across several
placements, allowing you to reach a large audience.
You can make a website visitors ad by clicking on the Get More Website
Visitors option on the Promote menu.
Website purchases ads
The website purchases ad uses your Facebook pixel data to target ads at
people who have already shown an interest in the products on your website.
Before you use these ads, you’ll need to set up your Facebook pixel so it can
collect all of the data that you’ll need.
You can make a website purchases ad by clicking on the Get More Website

Purchases option on the Promote menu.
Automated ads
An automated ad is a perfect balance between a simple page boost and a full-
fledged marketing campaign organized from your Ads Manager. Instead of
having you do everything, the automated ad walks you through the process,
using AI to help you get the most out of your targeting, placements, and ad
budget.
You can make an automated ad by clicking on the Get Started With

Automated Ads option on the Promote menu.
Messenger Ads
Supported placements: Messenger Inbox Messenger Stories
Messenger ads appear in the main tab of Facebook messenger, where people
spend time chatting with friends.
A user will see your ad in the inbox amongst their conversations, and can click
to initiate a Facebook conversation with your page.
Specs:
 Recommended image size: 1,200 x 628 pixels

 Minimum width 254 x 133
 Image ratio: 1.9:1
 Text: 125 characters
 Headline: 25 characters
 Description: 30 characters

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B-ENTR411 ENR41 1st Sem ( 2022-2023 )
Ads created from your Ads Manager

Immersive Reader
The Ads Manager is the other place to design ads on Facebook. Ads Manager
has more options compared to your Facebook Page. Also, if you want to
create custom audiences or catalogs, that’ll need to be done through Ads
Manager, making this more of a one-stop-shop for all of your Facebook ad
needs.
When creating from the Ads Manager, you can make:
 Event ads (also available from your Facebook Page)

 Offer ads
 Lead ads (also available from your Facebook Page)
 Dynamic creative ads
 Dynamic ads
 Mobile app ads
Event Ads
An event ad is an ad that helps you market your Facebook events to your
target market, helping you grow the reach and impact of your events.
Depending on the size and relevance of the event you’re promoting, you may
want to limit the ad’s geographical reach to people living in the same city or
region as the event.
Offer ads
This ad type is perfect for online or brick-and-mortar store owners who want to
attract more people to their shops.
With an offer ad, you can give users the chance to redeem a special offer on
your products or services. By offering a special discount or promotion on
Facebook, you can encourage new customers to try your product or bring
back old customers who need that extra little push to commit again.
Lead Ads
A lead ad is an ad with an Instant Form attached to it so that you can learn valuable
information about future potential customers.
You can use lead ads to gather contact information for future promotions, do market
research on your target audience, or drive engagement with your brand.
You can learn more about this kind of Facebook ad by taking a look at our complete
how-to guide on making lead ads.
Dynamic creative ads
A dynamic creative ad is an ad where you give Facebook multiple ad
creatives, CTAs and copy sets that it can then mix-and-match to target each
individual reader.
These ads are perfect when you have a product with multiple target markets.
For example, you could promote your Christmas sale with a dynamic creative
ad with several products and creatives designed for couples, parents, or
grandparents, and then Facebook will choose the most appropriate one for
each reader.
Dynamic Ads
Facebook’s dynamic ads are like remarketing display ads on steroids. They
target users based on past actions (or inactions) on your website with a
perfectly timed ad.
All you have to do is upload your product catalog to Facebook and double-
check that your pixel is installed correctly on your site. Facebook handles the
automation and retargeting! For more on dynamic ads, read our beginner’s
guide.
Mobile app ads

Mobile app ads are the perfect choice to drive more installs to your mobile
app. This ad is displayed only on the mobile News Feed.
When users click the Install CTA on your ad, the App Store will immediately
pop up. This makes it easy for your readers to quickly go from being
interested in your app to downloading it in a flash.


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Guide to setting up Facebook Ads

Immersive Reader
How to Set Up Each Facebook Ad
There are 11 types of ad types available for use on

Facebook.
Now that you know the difference between Facebook Ad
formats and objectives we’ve compiled a guide to walk you
through creating your own Facebook Ad based on the
different ad types.
If you want to..
1. Boost your post
For this ad type, your posts are your creatives, therefore,
you don’t need to worry about creating any custom content
for this post.
Step By Step:
1. Click create a new ad and then “Boost your Posts”
2. Choose from one of your Facebook Pages or enter its
URL
3. Select a previous update that you’ve published to your
page
4. Name the campaign
5. Set an audience and budget
6. Change the way your boosted posts look in three different
locations on Facebook (optional)
7. Add or remove the locations your ad will appear
2. Promote your Page
Step By Step:
1. Click create a new ad and then “Promote your Page”
2. Choose a Facebook Page to promote or enter its URL
4. Set up Audience and Budget
5. Set creative elements ex: photo, text, etc.
Option 1: Image. Choose from:
a. Your own custom image (recommended)
b. Stock photos from Shutterstock
c. Library of previous images used
d. Photo Guidelines:

o 1200 x 444 pixels (width and height)

o Image Ratio: 8:3
o Ideally, 20% or less of the image should be text
Option 2: Slideshow
a. Upload three to seven photos
b. Select between square or rectangle for the shape of the
slideshow
c. Choose transition
Option 3: Video
a. Upload video
b. Customize Text (upper limit of 90 characters)
c. Preview Ad and Select Locations you want it to appear
3. Send people to your website
Step By Step:
1. Click create a new ad and then “Send people to your
website”
2. Enter URL of the page you would like to send people to
3. Give the campaign a name
5. Build creative
a. Choose between a single image/video or multiple images
(up to 5)
b. The multiple image option allows you to build a carousel of
pictures with separate headlines, links, and description
6. Edit headline, description, and CTA
7. Preview ad and select locations to appear
1.
1.
4. Increase Conversions on your website

Step By Step:
1. Click create a new ad and then “Increase conversions”
2. Enter URL to promote
3. Track conversions of the ad with a conversion pixel
5. Set up audience and budget
6. Build creative
1. Choose between a single image/video or multiple images
(up to 5)
2. The multiple image option allows you to build a carousel of
pictures with separate headlines, links, and descriptions
7. Edit headline, description, and CTA
8. Preview ad and select locations to appear
1.
1.
5. Get installs of your app

Step By Step:
1. Click create a new ad and then “Get Installs”
2. Choose an app by name or URL
3. Name Campaign
4. Set Audience and Budget
5. Build creative
a. Choose between single image/video or multiple images
b. Set headline, text, Facebook page, etc.
6. Track Conversions
1.
2.
Differences for this ad type:

 Ad preview – this ad will only appear on mobile apps and
websites
 Deep links – you can link the app to a particular screen on
your app
 CTA buttons – unique CTA’s for apps
6. Increase Engagement in your App
Step By Step:
1. Click create a new ad and then “Increase Engagement”
2. Choose an app by name or URL
4. Set audience and budget
5. Build the creative
a. Choose between single image/video or multiple images
b. Set headline, text, Facebook page, etc.
6. Link to specific pages using Deep Links settings to drive
engagement

7. Reach people near your business

Step By Step:
1. Click create a new ad and then “Reach people near you”
2. Choose a Facebook Page or enter its URL
3. Name the Campaign
 For audience: Choose an area from a map to target the
people in those areas
5. Choose a CTA
8. Raise attendance at your event
Step By Step:
1. Click create a new ad and then “Raise attendance”
2. Choose a Facebook event or enter its URL
4. Choose Image for the Ad – You can create up to six ads to
text by uploading multiple images.
9. Get people to claim your offer
Step By Step:
1. Click create a new ad and then “Get people to claim your
offer”
2. Choose an offering you’ve published or create a new offer
 Create customized offers from Ad Editor or from Facebook
Page directly.

10. Get Video Views

Step By Step:
1. Click create a new ad and then “Get video views”
2. Choose Facebook Page or enter URL
5. Create the ad. Chose from:
 upload a video to share
 use a video post on your page
 use a series of 3-7 images as a slideshow
Recommended Video formats:
 .mov or .mp4 file format
 At least 720p resolution
 Widescreen (16:9 aspect ratio) is recommended
 Maximum of 120 minutes
 2.3 GB max
 Customize text and button
11. Collect Leads for your business
Step By Step:
1. Create a new ad and then “Boost your posts”
2. Choose a Facebook page or enter the URL
4. Set up Audience and budget
5. Create the ad creative
6. Customize image and text
7. Choose a CTA
8. Attach a new or previously created Lead form
1. Name the form and choose a language
2. Select the information you would like to collect ex: First
name, Job title, etc.
3. Option to ask three custom questions
9. Link private policy and any legal disclaimers from your
website
10. Include link to your website for people to visit upon
completion

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B-ENTR411 ENR41 1st Sem ( 2022-2023 )
Target and Optimize Ad Sets

Immersive Reader
How to Target and Optimize Ad Sets
Once you select an objective for your campaign, Facebook will walk you through a
few steps to define the audience, budget, and schedule for your ad set. If you’ve used
Facebook’s advertising tools before, you can select a saved audience here. Otherwise,
specify demographic information like location, age, gender, and language.
You can then make your targeting more specific in the detailed targeting box. Choose
one of Facebook’s pre-made categories, or type in the name of a specific business
Page your audience may have liked. For example, you can target people who are
interested in women’s clothing and the store Anthropologie.
In the “Placements” section, keep the “Automatic Placements (Recommended)”
selected.
Then choose your budget and schedule. Facebook offers the option of setting a daily
budget or a lifetime budget:
 Daily Budget: If you want your ad to run continuously, choose Daily Budget. Choose
the amount you’re willing to spend on this specific ad per day. Remember, this is an
average, so some days you might spend slightly above or below.
 Lifetime Budget: If you’re looking to run your ad for a specified length of time,
choose Lifetime Budget. Facebook will automatically try to evenly spread the amount
you select over the period of time.
Depending on which option you choose, you can pick the appropriate schedule for
your ad set. Decide if you want your ads to start immediately, or at a later time.

With your ad set options selected, click “Continue.”



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Measuring Facebook Ad Results
Immersive Reader
Measuring Facebook Ad Results
Now that your ads have been released into the world, you’ll want to keep an eye on
how they’re performing. To see the results, go back to the Facebook Ad Manager. If
you have ads running, you’ll see an overview of all your campaigns.
At the top, the dashboard will highlight an estimate of how much you’re spending
each day on ads. The dashboard is broken down into columns to make it easy to filter
by results, reach, or amount spent.
There are a lot of metrics to consider when determining the success of your ads,
including reach, impressions, clicks, click-through rate, and more. However, here a
few to pay particular attention to:
 Actions: In the first step of creating a Facebook ad, you choose an objective for your
campaign. Always consider your initial rationale when weighing the success of your
campaign.
 Cost per action: Don’t just look at the number of actions that occurred. Look at how
much each action cost and compare this between your different ads within the ad set.
 Frequency: Frequency is how often someone saw your ad. An ideal frequency should
vary depending on the type of ad you ran. For example, you’d probably only want
someone to see a promoted piece of content once. But it might take multiple views of
a Page Like ad before someone takes an action. If any of your ads have a very high
frequency but low performance, it may be time to retire the ad.

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FB Analytics
Immersive Reader
You’ve put in a lot of work to launch your Facebook Page. You’ve given your Page personality
with images and copy, you’ve brainstormed creative ways to gain likes, and you’ve crafted a
content strategy that appeals to your target audience.
So, how’d you do?
Facebook marketing without a plan for tracking and measuring results will result in a lot of
guesswork, and, ultimately, underperformance. Thankfully, Facebook has built out a
comprehensive Page Insights tool to help you analyze your Page as a whole and drill down on
specific posts.
Using Page Insights
To access Page Insights, click on “Insights” in the menu at the top of your Page. There, you’ll
be automatically brought to the “Overview” section, which gives you a seven-day snapshot of
the most important activity on your Page. (My sample Page is brand new, hence the barely-there
analytics. )
In the left vertical navigation bar, you’ll see a list of tabs to view different aspects of your Page
metrics. In this section, we’ll go through the key tabs to look at when reporting on your
Facebook Page.
Likes
First, check out the “Likes” tab. Here you can see how many likes you gained or lost each day.
On the “Net Likes” graph, you can see the number of new likes minus the number of unlikes on a
day-to-day basis. Click and drag on the graph to hone in on a shorter date range. You can also
use the “Benchmark” section on the right side to compare your average performance over time.
Reach
The “Reach” tab shows the number of people your posts were served to, broken down by organic
and paid traffic. Remember: The more likes, comments, and shares a post gets, the more it shows
up in the News Feed. Likewise, the more people hide a post or mark it as spam, the less it will
show up in the News Feed.
So, if you notice a spike in reach on a certain day, click on that point of the graph to see the
specific content and note how people engaged.
Page Views
“Page Views” helps you figure out how people got to your Page and where they go once they
arrive. Look at the “Top Sources” graph to see what external referrers bring you the most traffic.
Likely, it’s your website, blog, or a search engine.
Posts
Of all the tabs in Page Insights, “Posts” is likely the most useful. At the top, you’ll find a graph
of when your fans are online. This can be incredibly useful as you build out your social media
content calendar and schedule posts.
Below this is a record of all your published posts in reverse chronological order, as well their
core metrics. Keep tabs on this chart not simply to track your results, but also to learn what types
of posts your audience tends to engage with.
In the upper right corner of the table, click the drop-down arrow next to “Reactions, Comments,
& Shares.” Then choose which metrics you’d like to show in the chart. If you have the
“Engagement Rate” view selected, you may spot a high performing organic post. This would be
a good post to consider boosting with paid advertising.
Post Details
While Page Insights is great for monthly reporting, there are times when you’re browsing your
Page and want to see how one specific post is performing.
If you click on the “people reached” number directly above the “Like” button, you can quickly
see post details without flipping over to Page Insights. For video content, this is where you can
find more in-depth metrics, including 10-second views, and average watch time.
Facebook Reactions
In February 2016, Facebook rolled out a new feature called “Reactions” to users
worldwide. For years, users have been able to “like” content posted by both personal
profiles and Pages. Now, users can show their love, anger, laughter, and more.
At least for now, Facebook Reactions are counted the same as likes. However, you
can see the breakdown of reactions on an individual post by looking at the Post
Details.
Thanks to the addition of Reactions, marketers now have greater insight into what
their audience thinks of their content. Take note of people who “love” your content –
they are likely good brand evangelists. And remember that an “angry” may not mean
they dislike the content, but instead the subject matter.

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Since its launch in 2010, Instagram has taken the world by storm. It seems like everyone — and
their dog — is on the platform.
You may have also noticed the increase in brands who've developed a presence on the platform.
But is Instagram worth their time, and should your business also be on the platform? The answer
is yes, and here's why:
 Instagram sees over one billion active monthly users and 500 million daily Instagram
Stories.
 There are 130 million Instagram users in the U.S.
 Instagram is the second most accessed network behind Facebook. Users browse for an average
of 53 minutes per day.
 There are at least 25 million business profiles on Instagram.
 90% of Instagram users follow at least one business, and 83% of users say Instagram has
helped them discover new products and services.

It’s clear that Instagram isn’t just for personal use anymore — whether for you or
your dog. It’s now a global platform that allows brands to humanize their content,
recruit new talent, showcase products, and inspire their audience.
Moreover, Instagram users aren’t just active — they’re engaged. About 60% of the
platform’s active users visit the site daily, and 21% say they check it weekly.
Instagram can also help you grow your brand awareness and introduce new
products. 80% of Instagram users have made a purchase based on something they
discovered on the platform. Instagram allows you to promote your brand and product
in a friendly, authentic way without hard selling to your customers.

Setting Up Your Instagram Account

When you open the Instagram app, you’ll have two choices for creating your account
— Log In With Facebook or Sign Up With Phone or Email. Be sure to sign up with a
business email so your Instagram profile isn’t linked to your personal Facebook
account.
Next, enter your account details. Under Full Name, enter your actual business name so
your profile is recognizable to visitors. This name is what’s displayed on your profile;
it isn’t your account username (or handle, for those Twitter folks).
The Username is a name unique to your profile and allows other accounts to engage
with your brand. HubSpot’s username is @HubSpot.
Pick a username that is recognizable and easy to find. If your business name is taken,
try to keep the first part of your business name in your username. Note: You can
update your username later in your account settings, so don’t worry if you want to
change it in the future.
Optimizing Your Instagram Account
Now it’s time to choose the right profile picture. Your profile picture is your first
impression on new visitors. For this reason, keep your image consistent with
your branding and visual markers.
Consider using your logo or another familiar image. Instagram profile pictures are
automatically cropped into a circle, so leave room around the corners of your image.
Next up — your Instagram bio. Instagram bios have a 150-character maximum, so

your goal here is a direct, concise summary of who you are and why people should
follow you. Tell your audience about your business using a hint of personality.
Instagram bios aren’t searchable, so don’t worry about keywords or hashtags (which
we cover more below).
In your bio, you can encourage users to take a specific action, such as using a certain
hashtag or visiting your website. Your bio is the only place where you can feature a
clickable URL and drive traffic to an external site.
For this reason, it’s common for businesses to update their featured URL to align with
their most recent post. If you decide to add a link, be sure use a link shortener
like HubSpot's Tracking URL builder or a tool like Bitly, Goo.gl, or Linktr.ee to
keep your profile from looking cluttered. Tracked URLs also help you better
understand the amount of traffic Instagram is driving to your website.
For future edits, click on the Edit Profile button on your profile to change your photo,
name, username, bio, and URL.
Managing Your Instagram Settings
Lastly, let’s review your account settings. Click on the three stacked lines in the upper
right-hand corner of your profile, then click on Settings at the bottom of the window.
(Under your username, you’ll see a few links that we’ll cover below.)
Within your settings, you’ll be able to do things like change your password, see posts
you’ve liked, enable notifications, and much more. Here are a few things you should
check out right away.
Story Settings, where you can manage who can see and reply to your Instagram
Stories (which we discuss below). We recommend allowing all your followers to see
and reply to your Stories to increase brand engagement. From your settings,
click Privacy > Story to access your Story Controls. (You can also access this by
clicking the gear icon in the top left corner when posting a story.)
Switch to a Professional Account, which allows you to identify your profile as a
business profile. Instagram’s Business Tools feature makes it easy for users to contact
you, provides you with in-depth insights, and allows you to promote your content.
Your business must have a Facebook business page to switch to an Instagram business
profile. From your settings, click Account > Switch to Professional Account to access these
features.
To switch to a business profile, choose this setting, log into Facebook, and allow
Instagram to manage your Pages. Select a Facebook Page to connect to your
Instagram profile. (You must be a Facebook page admin to connect the two
platforms.)
Instagram will automatically import relevant information from your Facebook page
for you to edit. You now have an Instagram business profile. Be sure to check out
your profile insights and account settings!
Private Account, where you can change your profile from public to private.
Instagram will automatically set your profile to public — we don’t recommend
changing it! As a business, you’ll want users to see your posts and follow your
business without any obstacles. From your settings, click Privacy > Account Privacy,
and make sure that's turned off.
Comments, which allows you to hide comments with certain keywords or phrases. To
do this, you must enter the specific words and phrases into your Instagram settings
and turn on the feature. Receiving comments is exciting and encouraging, but certain
comments may go against brand values or offend your audience. From your settings,
click Privacy > Comments to update these.
Adding Additional Instagram Accounts, where you can add up to five
accounts and switch between them without logging in and out. This feature also
allows you to have multiple people logged into an account at one time. To add an
account, click Add Account at the bottom of your settings. Enter the username and
password of the account you’d like to add. To switch between accounts, go to your
profile and tap your username at the top of the screen. Choose the account you’d like
to switch to.
Setting Up Your Instagram Account
When you open the Instagram app, you’ll have two choices for creating your account
— Log In With Facebook or Sign Up With Phone or Email. Be sure to sign up with a
business email so your Instagram profile isn’t linked to your personal Facebook
account.
Next, enter your account details. Under Full Name, enter your actual business name so
your profile is recognizable to visitors. This name is what’s displayed on your profile;
it isn’t your account username (or handle, for those Twitter folks).
The Username is a name unique to your profile and allows other accounts to engage
with your brand. HubSpot’s username is @HubSpot.
Pick a username that is recognizable and easy to find. If your business name is taken,
try to keep the first part of your business name in your username. Note: You can
update your username later in your account settings, so don’t worry if you want to
change it in the future.
Optimizing Your Instagram Account
Now it’s time to choose the right profile picture. Your profile picture is your first
impression on new visitors. For this reason, keep your image consistent with
your branding and visual markers.
Consider using your logo or another familiar image. Instagram profile pictures are
automatically cropped into a circle, so leave room around the corners of your image.
Next up — your Instagram bio. Instagram bios have a 150-character maximum, so

your goal here is a direct, concise summary of who you are and why people should
follow you. Tell your audience about your business using a hint of personality.
Instagram bios aren’t searchable, so don’t worry about keywords or hashtags (which
we cover more below).
In your bio, you can encourage users to take a specific action, such as using a certain
hashtag or visiting your website. Your bio is the only place where you can feature a
clickable URL and drive traffic to an external site.
For this reason, it’s common for businesses to update their featured URL to align with
their most recent post. If you decide to add a link, be sure use a link shortener
like HubSpot's Tracking URL builder or a tool like Bitly, Goo.gl, or Linktr.ee to
keep your profile from looking cluttered. Tracked URLs also help you better
understand the amount of traffic Instagram is driving to your website.
For future edits, click on the Edit Profile button on your profile to change your photo,
name, username, bio, and URL.
Managing Your Instagram Settings
Lastly, let’s review your account settings. Click on the three stacked lines in the upper
right-hand corner of your profile, then click on Settings at the bottom of the window.
(Under your username, you’ll see a few links that we’ll cover below.)
Within your settings, you’ll be able to do things like change your password, see posts
you’ve liked, enable notifications, and much more. Here are a few things you should
check out right away.
Story Settings, where you can manage who can see and reply to your Instagram
Stories (which we discuss below). We recommend allowing all your followers to see
and reply to your Stories to increase brand engagement. From your settings,
click Privacy > Story to access your Story Controls. (You can also access this by
clicking the gear icon in the top left corner when posting a story.)
Switch to a Professional Account, which allows you to identify your profile as a
business profile. Instagram’s Business Tools feature makes it easy for users to contact
you, provides you with in-depth insights, and allows you to promote your content.
Your business must have a Facebook business page to switch to an Instagram business
profile. From your settings, click Account > Switch to Professional Account to access these
features.
To switch to a business profile, choose this setting, log into Facebook, and allow
Instagram to manage your Pages. Select a Facebook Page to connect to your
Instagram profile. (You must be a Facebook page admin to connect the two
platforms.)
Instagram will automatically import relevant information from your Facebook page
for you to edit. You now have an Instagram business profile. Be sure to check out
your profile insights and account settings!
Private Account, where you can change your profile from public to private.
Instagram will automatically set your profile to public — we don’t recommend
changing it! As a business, you’ll want users to see your posts and follow your
business without any obstacles. From your settings, click Privacy > Account Privacy,
and make sure that's turned off.
Comments, which allows you to hide comments with certain keywords or phrases. To
do this, you must enter the specific words and phrases into your Instagram settings
and turn on the feature. Receiving comments is exciting and encouraging, but certain
comments may go against brand values or offend your audience. From your settings,
click Privacy > Comments to update these.
Adding Additional Instagram Accounts, where you can add up to five
accounts and switch between them without logging in and out. This feature also
allows you to have multiple people logged into an account at one time. To add an
account, click Add Account at the bottom of your settings. Enter the username and
password of the account you’d like to add. To switch between accounts, go to your
profile and tap your username at the top of the screen. Choose the account you’d like
to switch to.
Now that you’ve created and optimized your Instagram account, it’s time to start
posting awesome content. Instagram allows you to post several types of content,
including photos, videos, and Stories.
Let’s talk about the different Instagram post types and some best practices for
encouraging engagement.
Images
The most common post on Instagram is an image post. When posting images, share a
variety of photos. Variety will show your brand is diverse and engage your followers
in different ways.
It’s also important to remember that Instagram users are looking for genuine posts
from brands — not blatant advertisements. Try to capture your company culture with
lifestyle shots and behind-the-scenes looks. Avoid posting too many photos of your
product.
Example: Nike’s Instagram includes product photos, but the majority show real

athletes, concerts, and other types of content that promote the Nike brand personality
as a whole.
As you start to explore the platform, you’ll see there are countless kinds of images
you can post to your account. Get creative! Take note of any concepts or styles you
think would work well for your brand.
To get you started, we’ve compiled a list of some successful Instagram image types.
Behind-the-Scenes Posts
These posts offer a glimpse into the part of your business that people don’t normally
see. It’s important that they don’t look staged — authenticity is key!
Example: Aeronaut Brewing Company provided an inside look at its company

culture by showcasing its employees at work.
Reposts From Employees
Great content can be right in front of you … on your employees’ Instagrams. (Just be
sure to tag or credit the original poster.) Reposting photos from your employees is an
easy way to curate authentic content and humanize your business. Not only will your
audience engage with your brand, but they’ll also start to “bond” with your
employees.
Example: Fenway Park often reposts images shared by the grounds crew as they

prepare the stadium.
Educational Posts
Educational posts offer snackable tips on how to do or make something. The photos or
videos usually present the instructions in a way that are quick and easy to follow.
Example: The popular Tasty recipe video series from Buzzfeed is educational yet very
entertaining and easy to replicate.
Influencer Posts
Influencer posts use the fame of a celebrity or well-known public figure to promote
your brand. These posts often include a visual of the influencer using or interacting
with your product. One of the main benefits of influencer posts is gaining the attention
of another audience.
Example: Goal Zero shows renowned rock climber and photographer Alex Honnold

using one of its solar power charging stations. Not only is Goal Zero reaching its own
audience, it's also reaching Alex’s 500,000-plus Instagram follower base.
Motivational Posts
A motivational post combines a simple visual with an overlaid quote or uplifting text.
These posts encourage your audience and amplify your brand values. While effective,
try to post these sparingly to avoid looking cheesy. Apps like Quipio and Typic can
help you add text to photos in a way that’s consistent with your brand guidelines.
Example: Foundr often shares motivational posts to encourage its follower base of
entrepreneurs, small business owners, and marketers. The posts also align with their
mission as a business media company.
User-Generated Content
Similar to employee reposts, user-generated content (UGC) is curated content from

your fans and followers. Your tagged posts and posts with your brand hashtag are a
great source for UGC.
Sharing your fans’ and followers’ photos not only make the original poster feel good,
it also shows that you truly care about your customers. Just be sure to credit the
original post with a tag or in the caption. To repost user-generated content, screenshot
and crop the original post or use a reposting app like Repost for Instagram.
Example: WeWork conducts an annual #DogsOfWeWork campaign and compiles the
best submissions together into a yearly calendar. Although WeWork doesn’t repost
every tagged image, their campaign helps create invaluable reach and engagement.
Newsjacking (Trending Holiday Posts)
It seems like there’s a “holiday” for everything these days. Events like National
Sibling Day and National Ice Cream Day generate a ton of engagement on social
media. Join in the fun by participating in a local, national, or world trend. A
newsjacking post is a great way to post humorous content that relates to light-hearted
events.
Example: Corridor Brewing celebrated the Cubs' Opening Day. Through this post,

the American restaurant chain tapped into a popular American pastime.
nstagram also lets you upload videos — as long as they’re a minute or less in length.
You can download professionally edited videos from your computer or videos you’ve
edited in a mobile app. Splice is a free editing tool (from the same guys that made
GoPro) that allows you to cut together multiple clips and add transitions, titles, and
music.
Instagram videos default to playing without sound. Because of this, make sure at least
the first few seconds of your videos don’t need sound to be understood. You can use
your caption or prompt viewers to turn on the sound.
Example: Purina shared this video that delights viewers with cute dogs.
Boomerangs
Open your Instagram and tap the camera icon in the top left-hand corner of the home
screen. This is the in-app camera. You can also access this by swiping right on the
screen.
Notice the settings on the bottom. The Normal setting, to which the camera defaults,
takes still photos. You’ll see that the first setting to the right is Boomerang, which takes
three-second, looping videos that play forwards and backwards. (We’ll cover the other
settings later in this guide.)
Boomerangs allow you to put a quirky spin on traditional video. Boomerangs created
using a burst of photos and stitching them together for a short, repetitive video. These
kinds of posts are fun for circumstances like jumping, toasting glasses, or high-fiving.
You can also download Instagram’s Boomerang app to have a separate place to

capture boomerang videos.
Hyperlapse
Do you have a video that’s too long for Instagram? Check out Hyperlapse from
Instagram, which allows you to condense lengthy videos into shorter, post-able
content.
It creates smooth, time lapse videos with built-in stabilization. To create your own
Hyperlapse videos, download the app and give it to access your camera. Tap the circle
once to stop and start your recordings. Once you’re done recording, you can choose a
playback speed between 1x and 12x. Save the final Hyperlapse video to your camera
roll to upload later.
Capturing and Editing Instagram Photos
Now that we’ve explored what you can post on Instagram, let’s review some ways to
make sure your content is successful. Unlike other social media platforms,
Instagram’s simple profile layout forces you to focus on the quality of content … not
the quantity.
While this is great for engagement, it also means that you can’t hide mediocre content.
Do your very best to use high-resolution images on your Instagram feed.
Square images should be 1080 x 1080px. Landscape images should be 1080 x 566px,
and profile images should be 1350 x 1080px. Regardless of what size you upload,
every image will be shown as a square in your profile feed.
How to Take a Great Photo With Your Smartphone
You might be thinking How am I supposed to capture the perfect, high-quality shot without a
high-quality camera? No worries! Phone camera technology has become so advanced
that it now rivals thousand-dollar cameras.
Amazing photography is no longer limited to those with professional cameras. You

(yes, you!) can take eye-catching photos your audience will love using a tool you
already have in your hands. Here are some tips to drive follower growth and
Instagram engagement.
1. Follow the rule of thirds.
To instantly improve your photo composition, turn on your camera grid lines. Aim to
place your subject at the intersection of one set of vertical and horizontal lines. This
technique, known as the rule of thirds, is popular among painters, illustrators, and
photographers.
Placing your subject off center creates a slight imbalance that catches your viewer’s
eye. To turn on your grid lines (on an iPhone), go to Settings > Photos & Camera and
switch Grid to on.
2. Focus on a single subject.
A crowded background with multiple subjects in a frame only distracts from the focus
of your shot. It can even confuse your audience.
Instead, focus on a single subject in each photo. Remove distractions by cropping

them out or finding a clean background to shoot against.
3. Take advantage of negative space.
Negative space is the empty space around your subject. Leaving negative space
around your subject will draw attention to the desired focus of your image and prevent
it from looking crowded.
4. Look for interesting perspectives.
People are used to seeing the world from eye level. To create interesting and fresh
photos, use shots from different perspectives. Change up your shooting perspective to
capture a bird’s eye view or worm’s eye view. Experiment with different angles to
find new perspectives on common sights.
5. Leverage symmetry and patterns.
The human eye is naturally drawn to symmetrical shapes and objects. Sometimes, it’s
best to break the rule of thirds and center the scene in your frame. Leading lines are
another more specific form of symmetry that pulls the eye into the photo. People are
also drawn to patterns. A pattern could be man made, such as a tiled floor, or natural,
such as petals on a flower or vines on a wall. To make things really interesting, break
up the pattern with your subject.
6. Use natural light.
Standard overhead lighting creates harsh shadows and highlights that create unwanted
dark and light areas in your photos. To prevent this from happening, use soft natural
light wherever possible. Try taking photos next to a window, and for outdoor shots,
the half-hour just before sunset and after sunrise often offers the most striking lighting
as the sun is low in the horizon.
How to Add Filters and Edit Photos
Ever wonder why some photos just look so good? It probably has to do with how it’s
edited. Editing photos only takes a few minutes and can massively impact the
quality. Thanks to Instagram’s built-in tools and filters, editing photos is very simple.
Follow these tips to make that photo of your homemade lunch look like a culinary
masterpiece.
First, start with a great photo (using our tips above). No amount of editing can fix
photos if they have poor composition or lighting.
Consider using other apps to edit your photo. Snapseed is a free editing app that
allows you to apply effects like HDR and tonal contrast as well as adjust brightness,
contrast, and saturation. VSCO is also another popular editing app with numerous free
filters that resemble popular film stocks.
When you upload your edited photo to Instagram, it’ll automatically crop your photo
into a square. To change it back to the original width, press the icon the two outward
facing arrows. At this stage, you can add additional Instagram filters — but don’t go
too crazy. Each Instagram filter has its own personality that can drastically change
a photo.
Next, try adjusting your photo lux. According to Instagram, “Lux balances the
exposure and provides much needed brightness” to photos. Lux make can make your
image more vibrant and bring out details. To do this, press the wand icon at the top of
the screen and adjust the level.
Make any final tweaks using Instagram’s editing tools. Press Edit to adjust your
photo’s alignment, brightness, contrast, structure, and more. Press Next when you’re
done to add final details and publish.
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nstagram Stories
Instagram Stories allow users to post at a higher frequency without overposting and
clogging up your main feed. Stories usually feature less-polished, more organic
images and videos. Like Snapchat Stories, your Instagram Story disappears after 24
hours.
Stories are all about authenticity. While your Instagram feed should feature polished
photos, Stories can be a little more raw. Use the feature to give a behind-the-scenes
look at your brand or showcase your company culture. Do you have dog-friendly
office? Share photos and videos of the dogs on your Story. Stories are also a helpful
tool to showcase live events your business hosts or attends, as this feature is much
more time-sensitive.
How to Post to Your Instagram Story
Instagram offers three options for posting to your Story. You can tap the camera in the
upper left corner, tap Your Story above your feed, or just swipe right to access the
camera.
Your camera will default to Normal, but let’s review the other camera settings that we
didn’t cover above.
 Type: Creates a text post
 Music: Pairs a music clip of your choice to an image or video
 Live: Captures and publishes live content to your Instagram for your followers to
watch
 Superzoom: Adds an animated zoom to a video
 Focus: Focuses on a subject and blurs the background
 Hands-Free: Allows you to capture video without having to hold the record button
Like your typical phone camera, the thunderbolt icon controls the flash and the arrow
icon switches the camera view between front and forward-facing. Instagram has
recently added filters (like on Snapchat) that you can access by tapping the smiling
face next to the arrow icon.
Stories make it easy to add personality to your content! Swipe to the left or right to
access the filters. Select the pen icon to choose a color and add a doodle.
Press the Aa icon add text with your keyboard. The smile icon allows you to add a
location, GIF, music, poll, and many more fun features.
Instagram also allows you to tag another account in your Story, which is a great way
to connect with other businesses and your followers. To tag someone, type the “@”
followed by the username you’d like to mention. This makes the tag clickable so that
viewers can visit the tagging profile. You’ll receive a notification if you’ve been
mentioned in someone’s story.
When you’re ready to publish, press the Your Story icon or save it to your camera roll
to publish later. You can also tap Send To to add to your Story as well as send directly
to other users. Stories appear at the top of the Instagram feed and through your profile
picture. To see who viewed your content, swipe up when viewing your Story.
Instagram Stories are very similar to SnapChat — yes, Snapchat has facial recognition
and Lenses (or filters). But, Instagram’s active user base combined with its search
capabilities provide a great opportunity for businesses to be discovered. So if you’re
wondering if your business should use Stories, the answer is “yes”.
Instagram Story Highlights
Instagram Story Highlights are Instagram Stories that have been preserved past their
24-hour limit and posted to an Instagram profile. You can find them in the small
circles under an Instagram bio. Story Highlights are a fantastic way to showcase your
best stories and post them semi-permanently to your account for your followers to see.
They're also useful ways to showcase products, services, promotions, and more as
your Highlights can include links to external sites.
Instagram Story Highlights can also serve as a menu of sorts. Many Instagram
businesses use Story Highlights to post their business hours, current promotions or
sales, team member or shop location information, behind-the-scenes video, and more.
Because Story Highlights are located at the top of an Instagram profile, they're almost
an extension of your bio. Instagram also allows you to add Highlight Covers (at 2000
x 2000 px and an aspect ratio of 1:1) to illustrate your Story Highlights and keep your
profile on-brand.
There are multiple ways to add Instagram Story Highlights. It's important to note,
however, that you can't add images or video directly to your Story Highlights. Your
Story Highlights need to be a previously-posted (or currently live) or Instagram Story
before you can pin it to a Highlight (or create a new Highlight).
One way to create and/or post to a Story Highlight is with a current Instagram Story.
Open your current Instagram Story and click the heart icon labeled Highlight. At this
point, Instagram will ask you which Highlight you'd like to pin the Story to, or it will
ask you to create a Highlight if you don't have any yet.
Once you add the Story to an existing Highlight (or use it to create a new one), you'll
see the Highlight show up on your Instagram profile, below your Instagram bio. Once
posted, Story Highlights can be edited to change the cover image, pick a new name,
remove posts, or even add new ones from your Story Archive (which we'll talk about
next). To edit a Highlight, click the three dots at the bottom of a Story Highlight and
tap Edit Highlight.
You can also create or add to Story Highlights from your Archive, which is where
your Instagram Stories are saved after their 24-hour limit expires. You can access
your Archive by tapping the three lines in the top right corner of your profile and
clicking Archive. Your Archive also includes posts that you've removed from your
Instagram profile; to toggle between Posts and Stories, tap Archive in the top bar for
the drop-down menu.
From your Archive, you can choose old Instagram Stories to add to Story Highlights.
Simply open an archived Story, click Highlight at the bottom menu, and choose which
Highlight to add it to.
Highlights are useful ways to engage your audience by making temporary content
permanent on your profile. Story Highlights are also close to your Instagram bio,
making them noticeable parts of your Instagram profile. Use your Story Highlights to
engage, inform, and delight your Instagram audience — much like HubSpot does.

Instagram Live
As we talked about above, Instagram has a live video option that allows you to share
content real time. To start a live video stream, open the Instagram camera, swipe to
the Live setting, and click the button to Start Live Video.
Once you start the live video, any followers currently on the app will receive a
notification that you’re live. Live viewers can also comment on the the live video
using the built-in chat feature. Live video should be used sparingly to showcase
exciting, real-time content or engaging moments like Q&As or reveals.
IGTV
Instagram TV, or IGTV, is Instagram’s newest video offering. Available to watch

through the Instagram app or the standalone IGTV app, users can view long-form,
vertical video from Instagram creators. Think: Cooking videos, interviews with
celebrities, product reviews and tutorials ... this is the content you’ll typically find on
IGTV.
What's the difference between Instagram Live and IGTV? IGTV is uploaded footage,
which gives users the opportunity to edit and fine-tune their video. Instagram Live is
filmed and uploaded live.
To begin posting, download the IGTV app, create a channel, and upload a video
between 15 seconds and 10 minutes in length. Verified accounts can run videos up to
an hour long. At this time, IGTV videos can only be viewed on mobile devices using
the Instagram or IGTV app — the platform does not support desktop viewing.
One picture may be worth a thousand words, but there’s something to be said about
the context words bring.
Writing remarkable captions can be tough, and that’s why we’ve come up with
some tips to relieve some of that pressure.
1. Don’t rush the process.
Writing several drafts and ask your friends or co-workers for their opinion. Yes, your
content should be timely, but it should also be engaging. Instagram recently changed
its algorithm to organize each user’s feed to show what they’ll likely find engaging.
The visibility of each post will depend on the number of likes and comments it
receives. Take the time to create content that will delight and engage your customers.
2. Consider the caption length.
Your captions can be up to 2,200 characters. (For comparison, Twitter allows 140.)
Regardless of length, users can only see the first 3 to 4 lines of each caption. They
have to click More… to see the rest. Because of this, put the most important content at
the beginning of the caption so it’s always visible.
That being said, don’t shy away from long captions. In fact, Instagram can be a great
storytelling medium. For example, Humans of New York writes longer captions with
quotes from the people they photograph.
3. Engage, engage, and engage some more.
Always include a call-to-action in your caption. Encourage your audience to like,
comment on, and share your photo.
You can also use your caption to direct people to your bio link, where they can check
out a new product or blog post. Just remember to change the link so it corresponds
with your most recent post. Tip: Use shortened tracking links in your URL so you can
see how much traffic came from your Instagram account or a specific post.
Include a geotag. Did you know that posts tagged with a location see 79% higher
engagement? Adding a geotag gives users another way to find your content, which
can lead to higher engagement.
4. Find your Instagram voice.
Every social platform has a distinct voice. What works Twitter may not work on
Instagram. On Instagram, posts with a lighthearted, authentic tone tend to perform the
best. Experiment with emojis and other fun tools to give your brand a distinct feel.
Don’t expect to get it right the first time — it can take a while to develop your brand’s
voice.
If you’re ever in doubt about what to write, keep it short. There’s little correlation
between caption length and engagement, but short captions allow your visuals do
the talking.
Hashtags have taken over the internet. Hashtags refer to keywords or keyword

phrases that are spelled without spaces and prefaced with a pound (#) sign. They are
generally used to reference events, conferences, pop culture, entertainment, or
reoccurring themes and are a great way to make your content more visible.
Originally popularized by Twitter, hashtags are now on multiple social networks.
Using Hashtags on Instagram

Instagram feeds are always changing, which makes sense considering that 80 million
photos are shared everyday. With that much content, it can be difficult for your
account to get noticed. That’s where hashtags come in handy.
On Instagram, hashtags aggregate posts from a wide variety of users into a single feed
… although only public accounts can be shown when searching hashtags.
Instagram makes it simple and easy for users to find tagged content. When you search
a word or phrase, the search results page shows you four parts:
1. Top, which displays the top Instagram accounts, hashtags, and locations that include
your keyword (typically accounts that are popular or that you're following)
2. Accounts, which shows you the top Instagram accounts that include your keyword
3. Tags, which suggests popular hashtags that include your keyword and how many
other Instagram posts have been shared with that hashtag
4. Places, which displays nearby locations that include your keyword
For example, if you’re planning on tagging your post with #coffee, you may want to
tag related hashtags like #coffeebar, #coffeeholic, or #coffeehouse broaden your post
reach.
Using hashtags is easy! Simply create hashtags using characters, numbers, or emojis;
you can add up to thirty to the caption. Just remember — your account must be public
for your posts to appear on hashtag feeds.
Choosing an Instagram Hashtag
How do you choose which hashtags are best for each post? Our best answer is by
brainstorming related keywords and researching relevant trends, which
is actually easiest within Instagram itself.
Start in the Explore tab (the magnifying glass icon on the bottom menu). There, you’ll
find popular posts and see what hashtags were used.
If you already have a hashtag in mind, you can also use this page to find popular,
related hashtags. Just type the hashtag in the search bar, and filter your results
by Tags to see how many posts have used that hashtag as well as other related
hashtags.
Try to blend general, trending hashtags and specific hashtags to increase your post
reach and relevance. Also, consider creating your own branded hashtag.
Many businesses use their own hashtags to roll out a new product, manage an
Instagram campaign, promote an event, and collect user-generated content. If you’d
like to do this for your business, make sure yours isn’t being used for another purpose
… and then encourage your audience to use it!
Formatting an Instagram Hashtag
Now, let’s discuss how to incorporate hashtags in your content.
First and foremost, don’t be spammy. Hashtags should be natural in your caption.
Most businesses use 2.5 hashtags per post. Aim to use one to four hashtags to avoid
overwhelming your audience and making your captions hard to read.
If your hashtags don’t naturally blend into your caption, tack them onto the end or
even in the first comment. They’ll work the same no matter where they’re placed.
Previous
Many businesses feel pressured to be present on every social media platform … and
they forget about strategy. Don’t make this mistake.
Since Instagram is very different from other popular social sites, it requires a distinct
marketing strategy. Start here to develop your brand’s own unique style.
Before you start posting on Instagram, ask yourself (or your team) one thing: Why are
you on Instagram? As popular as the platform is, your answer shouldn't be, "...
because everyone else is." To be successful on Instagram in the long-run, you must
have a set purpose and goals so you can justify your time, energy, and monetary
investment.
There's no right answer here. Maybe you'd like to use your Instagram feed to post and
sell your products to customers, like Anthropologie. (Many ecommerce and physical
products businesses are on Instagram for this reason.)
Maybe you're leveraging Instagram to share portfolio content so followers can see
your product (or service) in action, like my esthetician, The Wicked Waxer.
Perhaps you're on Instagram to simply build brand awareness by posting motivational
quotes and fun visuals, like one of my favorite organizations, The Blurt Foundation.
Maybe you'd like to use Instagram to share user-generated content so that followers
can see real people using your product or service, like Orangetheory does. (Many
worldwide businesses or businesses with franchises do this, too.)
Whatever the reason, be sure to define your Instagram goals first thing. And, guess
what? Your Instagram can have multiple goals — you can post product images while
also sharing user-generated content (UGC). It's less about the type of posts you share
and more about why you're sharing them. If you know the why, you can know how
to measure your performance and use Instagram Analytics tools.
Determine the audience you want to reach before you begin marketing on Instagram.

If you have other marketing strategies in place, draw from those to keep your efforts
consistent. Don’t forget to consider factors like age, location, gender, income,
interests, motivations, and pain points.
Don’t know where to start? Monitor popular event and interest hashtags related to
your business. See who’s using and engaging with these hashtags and check out their
profiles. You can also take a look at your competitor’s followers. Instagram makes it
easy to define your audience.
After you determine your Instagram audience, do a competitive analysis to see what
other marketers in your field are posting.
If you already know your top competitors, start by reviewing their Instagram profiles.
If not, search for terms related to your business and industry to find similar accounts.
Conduct a quick audit of related accounts to see what posts are getting the highest
engagement, what popular hashtags they’re using, what their captions are, how often
they post, and how quickly they’re growing. This information can serve as a
benchmark as you start growing your own account.
While auditing your competitors’ content, take note of any opportunities they
might’ve missed. Adding unique content into the mix will help your business to stand
out from the rest.
On average, brands post about six images per week on Instagram … which is over
300 posts per year! At that frequency, it can be difficult to keep track what you need
to post and what’s already posted.
Creating an editorial calendar can help you save time and manage your Instagram
presence. Fill in your calendar with some Instagram post types discussed earlier and
plan your captions, hashtags, and posting times in advance.
Your editorial calendar is also a great place to record any key events to highlight on
your Instagram account, such as new product launches or special offers. With an
editorial calendar, you can keep an eye out for real-time opportunities instead of
scrambling for last-minute posts.
Random or disjointed content confuses your audience and can cause you to lose
followers. To prevent this, maintain a consistent brand aesthetic on your Instagram
account.
Determine what this looks like by thinking about your brand personality. What are
your brand values? How would your customers and employees define your brand?
Are you bold, playful, gritty, or adventurous?
Apartment Therapy's brand personality is bright, clean, and organized, and its
account reflects all three of those traits. Ideally, brand aesthetic helps your brand
become recognizable, meaning someone could see your picture in their feed and
instantly know it’s yours … without seeing the name.
Taco Bell is another great example of brand aesthetic. Its feed focuses on the bold,
on-the-go lifestyle of its millennial audience and features fun images to drive
engagement.
Once you determine your brand personality, refine your content to match. This can
even apply to the color palette used in your photos.
Brand aesthetic doesn’t just apply to visuals. Aim to post images with your brand
narrative in mind, too. Including compelling stories in your captions can make your
brand more relatable.
For example, Red Bull’s feed features plenty of high-energy images and videos that
add to its brand’s story.
Growing your following takes serious time and energy. You may be tempted to take
the easy way out and buy followers … don’t do this! Purchasing followers won’t
actually drive engagement, which is really what you need to ensure your posts are
being seen. (Also, Instagram's recent API changes will automatically delete those
followers!)
Here’s what you can focus on to build a following the right way.
 Make sure your username is recognizable and searchable. If people can’t find you,
they can’t follow you! Fill out your bio. It’s the last thing someone sees before they
make the decision to follow you so be sure to include who you are and what you do.
 Once your profile is optimized (which we talked about in this section), start posting.
It’s a good idea to populate your feed with ten to 15 high-quality posts before you
really start engaging people. If users visit your profile and find it empty, they probably
won’t follow you.
 Then, start following accounts that interest you and relate to your business. Think
of Instagram like a community and look for other businesses in your area or
influencers who might enjoy your product or service. As you follow accounts,
Instagram will suggest related ones that you can follow, too.
 After you follow an account, interact with their content. This is the most natural
way to draw attention to your own Instagram account without being spammy. When
you follow or interact with an account, the account owner will get a notification. This
could prompt them to check out your account and start following you. Always
appreciate your followers by responding to their comments and engaging with their
content.
 Encourage others to share your content. Invite brand ambassadors to share your
account or collaborate with similar accounts.
 Lastly, be sure to promote your Instagram on other channels. Include an
Instagram social share button on your website and share your Instagram on other
social platforms. Sometimes the fastest way to gain more followers is to simply ask
for them!
Once you establish a dedicated follower base, you can start converting those followers
into paying customers. Here are some strategies.
 Promotions: Deals, discounts, BOGOs, and other offerings are a great way to drive
first-time sales with your Instagram audience. Be sure to include what your followers
need to do to receive the offer, and mention a deadline to create a sense of urgency.
 Contests: What better way to make someone a customer than by letting them try your
product? Run contests that require someone to follow your account or post with a
hashtag to enter.
 Charity: 81% of millennials expect companies to make a public commitment to
charity. Doing so can build affinity for your brand and help turn followers into
customers. For example, Gap partnered with The Global Fund to help fight AIDS in
Africa. Since 2006, it has helped raise over $130 million.
 Teasers: Instagram is a great platform to show your audience glimpses of new
products before they’re available. While you don’t want to spam your followers’ feeds
with only product photos, a few images can build excitement.
 Live launches: Consider showcasing a new product or service using Instagram Live.
Then, drive users to purchase by including a purchase link in your bio.
Also, don't forget to leverage the link in your Instagram bio as well as
your Instagram Story Highlights as these can connect followers to your website,
blog, and product pages.
How Create an Instagram Ad
If you’ve ever set up a Facebook ad, you know the drill — setting up Instagram ads is
done through Facebook’s ad platform.
To create your ad, select a current Instagram post you’d like to boost or create a new
one in Facebook Ad Manager. If you haven’t run ads through Facebook before,
you’ll first need to set up an account. You’ll also need to claim your Instagram
Business account to link it to your Facebook page.
To claim your Instagram account, go to your Business Manager and, on the left side
of the page, hover over the menu to click Instagram Accounts. Then click on Claim
Instagram Account. Add your account information and click Next.
Pick an objective and name your campaign. While Facebook offers many different
choices, only a few include Instagram advertising as an option. To ensure you’re on
the right track, pick from any of the following options:
 Brand Awareness
 Reach
 Traffic
 App Installs
 Engagement
 Video Views
 Conversions
Once you’ve selected your objective, you’ll be prompted to name your ad set.
If you select the Traffic option, you’ll be prompted to select a destination for your

traffic. Facebook lets you pick between a website and an application.
Next, target your ad with demographic and psychographic factors, such as age,
gender, location, language, work, financial status, behaviors, and connections. You
can also load previously-used custom audiences.
Select Edit Placements under the placements options and select Instagram under the
available platforms. Don’t forget this step! Otherwise, your ad will only show up on
Facebook. If you only want to run your ad on Instagram, make sure that no other
placements are selected.
After you select Instagram as your placement, you’ll be asked to set the budget and
schedule for your ad. Set a daily spend budget or a lifetime budget for the ad and
indicate start and end dates for your campaign.
If you don’t set dates or a lifetime budget, your ad will run indefinitely on the daily
budget you allocate. You can find more budget and scheduling options under
the Advanced Options menu, which allows you to schedule your ad to run during
certain hours of the day or set your ad to generate results as quickly as possible using
the “Accelerated” delivery type. This option is useful for ads focused around timely
events.
Next, set up your ad content. You can boost an existing post or upload new content to
run as your ad. Instagram allows you to create Single Image or Video Ads, Carousel
Ads, and Story Ads.
To maximize ad delivery, Facebook recommends using images that are at 600 x

600px for square format ads, 600 x 315px for landscape ads, and 600 x 750px for
vertical ads. Facebook recommends limiting your text on the image or video
thumbnail.
Once your ad creative is uploaded, place your order and start running your first
Instagram ad campaign!
How much should you spend on Instagram ads?
How much you invest in Instagram advertising campaigns should be tied to your
campaign goal.
If you’re trying to gather more leads, consider the cost-per-lead and how that
compares to other channels and your customer lifetime value (CLV). (For example, if
your CLV is 3000,ℎℎℎ500 on a campaign. These are just arbitrary numbers, but you
get the gist.)
This is different for every business and industry. It also applies to other goals like
increased website clicks and sales.
No matter your goal, it’s important to monitor and optimize your Instagram ads to
make the most of your budget.
Post to Instagram at the best times.

If you were marketing or selling on Instagram prior to the COVID-19 outbreak,
the best time to post would be in the hours just prior to lunch on Wednesdays
at 11 a.m. and Fridays from 10 a.m. to 11 a.m. (Sprout Social, 2020).
 The best day to post on Instagram was on Wednesday.
 The worst day to post was on Sunday.
When To Post on Instagram During the Coronavirus Pandemic?
Data collected during the coronavirus pandemic showed significant changes

in social media behavior. As people shifted both their professional and
personal lives online and from home, social media usage increased
dramatically.
This caused a change in the hours during which users were more engaged
and interactive and consequently, the best times to post.
Because of COVID-19, the current best times to post on Instagram has

expanded to three days a week on Mondays, Tuesdays, and Fridays. It
continues to be the hour just before lunch at 11 a.m., and there’s even a peak
in engagement on Tuesdays at 2 p.m. (Sprout Social, 2020).
Link Instagram to your Facebook page.
One thing that makes Instagram unique is that you can share your content seamlessly
across other social networks.
We don’t recommend automatically linking to your other social platforms like Twitter
and Facebook; what works on Instagram won’t always yield the same results on other
channels, especially as you get up and running. For this reason, tailor your content to
each platform.
However, linking your Instagram to your other social accounts like Facebook does

increase the number of eyes on your posts. Remember, your Facebook Page will
already be linked to your Instagram if you set up an Instagram business profile.
If you do decide to do this, go to your Instagram settings and click Linked
Accounts under Privacy and Security. Log into Facebook and pick the Facebook
Business Page to which you’d like to link. Next, under the Share Settings menu, the
Facebook logo should be blue to indicate that sharing is on.
Add special fonts to your bio.
Here's an Instagram bio hack that can truly make your profile stand out. You can
already add emojis to the bio beneath your profile photo, but your keyboard limits
your creativity right there.
Using a couple of basic third-party websites, you can copy over some more special
fonts not often found in the Instagram community. Here's how.
To Add a Special Font to Your Bio via Mobile:
Add a new font to your Instagram bio via your mobile device using a website
like LingoJam. Open the site on your phone, type your desired bio text in the lefthand
text box, and you'll see the same bio text in different typefaces appear on the right.
Carry your chosen font over to your Instagram bio by tapping it and selecting "Copy."
Then, open your Instagram app, navigate to your profile, select "Edit Profile," tap the
"Bio" section and paste your chosen font into the empty field.
To Add a Special Font to Your Bio on Desktop:
If you're editing your Instagram profile on your laptop or desktop, Font Space has a

library of fonts you can download and copy into your bio in seconds. To do so, Find a
font you like and select "Download" beneath the font's sample image, as shown
below.
Downloading this font will open a folder on your desktop where you can pull a ".ttf"
file that carries the various versions of this font. The file will look something like the
screenshot below.
Once you have this font copied to your computer's clipboard, open your internet
browser and log onto Instagram.com. Select "Edit Profile" and paste your downloaded
font into your bio field. You can then edit the sample text that came with your font to
write your new bio as you see fit.
Add special characters to your bio.

Not only can you customize your bio with a special font, but you can also add atypical
characters that distinguish you or your brand — but that you wouldn't find on your
smartphone's normal keyboard. These include §, †, or even ™ if your Instagram name
features a trademarked product name.
To Add Special Characters From Mobile
Using your mobile device, install a free mobile app like Character Pad, which catalogs
nearly every character and symbol you might need but won't find in the 26-letter
English alphabet.
Open the app and find the character you want to add to your Instagram bio. In
Character Pad, you'll simply double-tap the picture of your chosen symbol to paste it
into a text box, as shown below. Then, copy this character to your phone's clipboard.
(For our purposes, I double-tapped the half moon icon.)
Once you have your symbol copied to your clipboard, open Instagram, navigate to
your bio, and tap "Edit Profile."
Hold down your finger on the field of your bio you want to insert your special
character until "Paste" appears as an option, as shown below. Tap "Paste" and then
"Done" you'll be all set.
To Add Special Characters From a PC
You can also insert special characters and symbols through Instagram's web client on
a desktop or laptop computer. The easiest way is to use Microsoft Word's "Symbol"
insertion icon, as shown below.
Select your desired symbol or character and copy it to your computer's clipboard.
Then, navigate to Instagram.com and follow the steps above to paste your character
into a particular part of your bio.
You might be tempted to simply Google search the special character you want, and at
times it might work just as well as the steps above. But keep in mind not all special
characters you copy from the internet are "clean" when you paste them into Instagram
— some of them might become corrupted or not show up correctly.
Add and manage multiple accounts from the same device.
Have a separate account for your dog? Don't be embarrassed; stand by your puppy
profile. In fact, whether it's a pet account or a business account, you can add and
manage this one right alongside your personal account.
Here's how:
1. From your profile, tap the gear icon. To find this icon on an Android device, you'll
first need to tap the three horizontal lines to the top right of your screen.
2. Scroll to the very bottom and tap "Add Account."

3. Add your other account by username and password, and you're all set.
To toggle between both profiles, hold down your profile picture in the navigation bar
to view all connected accounts. You can also switch to a different account through the
Settings page mentioned earlier. See what this screen looks like in the next Instagram
feature, below.
Schedule posts in advance.
Instagram being a mobile app, you're probably in a routine of taking photos and
posting them to your Instagram Story on the fly. But, you can also pre-post them from
your computer for a set day and time in the future.
This feature is available with a social media scheduling tool, as well as HubSpot if you
have an Instagram business account. If you have this business profile, switch to it via
the Instagram mobile app and follow the prompts to connect it to Facebook.
Depending on the social scheduling tool you use, you might not include this step.
Once you've toggled to the right account, however, you'll launch your scheduling tool,
navigate to your current connected profiles, and see Instagram as an available
integration.
Optimize your Instagram bio to appear in the Explore tab.
Your friends, family, and coworkers might be your first group of Instagram followers,
but growing your audience takes more than the people who already know you. One
key way to do this is to get your profile to appear in Instagram's Explore page.
The Explore page, accessible using the magnifying glass icon shown above, is a
browsing page that sorts the entire Instagram community by topic and keyword. These
include "Fitness," "Style," "Science," and more.
Hashtagging your posts with these words can expose your content to the people
browsing these topics, but you can also use them in your Instagram name and bio to
promote your profile.
If Jane Doe is a marketing consultant, for example, she might want to make her
Instagram name "Jane Doe Marketing," rather than simply "Jane Doe." Then, in her
bio, she can include all of her specialties, such as "SEO," "blogging," "email
marketing," etc.
Hide, delete, or disable comments on your posts.
Twitter may carry a more "anything goes" culture of commentary, but your Instagram
is your domain — and it's much easier to control who says what on your content. This
is especially important if you manage a business account.
To Filter Comments by Keyword:
In the Instagram mobile app, navigate to "Options" and select "Comments." From
here, you can toggle on "Hide Inappropriate Comments" and even enter specific
keywords you'd like the app to police within each comment.
To Delete Comments:
Tap the speech bubble icon below the comment you'd like to delete, and swipe lightly
to the left over this text. Select the garbage can icon that appears to delete this post.
You can also do this to your own comments.
To Disable Comments Entirely:
To clarify, you can't turn off comments across your entire profile; you can only
disable them for individual posts.
To do so, start posting an image on which you'd like nobody to comment. When you
reach the page to add a caption, tags, and location, tap "Advanced Settings" at the
very bottom. This will open a screen where you can easily switch on an option labeled
"Turn Off Commenting."
Drive traffic to an external website.
One of the biggest frustrations people have with marketing on Instagram is that
clickable URLs aren't allowed anywhere except the single "website" box in your bio.
If you put a URL in a photo caption it'll appear as plain text, meaning users would
have to painstakingly copy the URL, open a web browser, and paste or type it in there.
One sneaky way to get people to visit your Instagram profile, which is where that one
clickable URL is allowed, is to use your photo captions to encourage people to visit
your profile for a link. Then, update that URL frequently to point to your latest blog
content, YouTube video, product, or offer.
Check out the example from food magazine Bon Appétit below. This photo's caption
provides a text call-to-action to visit the user's profile so you can click the link related
to the post.
Then, in Bon Appétit's profile, you'll see the link itself. Update this link frequently to
point to your latest content or offer.
Plus, if you have a verified Instagram account, you can also add links to your Story.
Read more about this feature here.
Sell products from Instagram using Shoppable Posts.
You might already know you can tag people in your Instagram posts as (or after) you
post new content. Now, you can tag products — and direct your viewers to a product
page to buy what they saw.
To Add an Instagram Business Account
You'll need an Instagram Business account to publish shoppable posts. You can get
one by selecting "Edit Profile" on your Instagram profile and tapping "Try Instagram
Business Tools," as shown below.
To Tag a Post With Products
Once you've launched an Instagram Business account, you'll need to enable product
tags to use them on a post that depicts a product. Navigate to your settings using the
gear icon from your profile page, and select "Products." Tap "Continue" and follow
the prompts to connect a "product catalog" to your business profile.
With product tags enabled on your Instagram Business account, you can now upload
new posts and tag your photo with products you find from your product catalog.
Here's what a shoppable post can look like:
Image via Instagram
Pin your Instagram post to Pinterest.

Instagram doesn't have a natural integration with many social networks (except
Facebook, its parent company) for publishing Instagram posts to other social accounts.
But with respect to Pinterest, image-loving platforms stick together. Here's a backdoor
way to Pin your latest Instagram Story to Pinterest:
On the Instagram mobile app, tap a post to view it in full, then tap the three dots to the
top-right of the image. Select "Copy Share URL" to attach the picture's link to your
clipboard.
Open the Pinterest mobile app — or download it; you'll need it for this step — and
navigate to your profile page. If you have the latest version of Pinterest downloaded, it
might ask you as soon as you open the app if you'd like to produce the image from
your clipboard.
If not, select the "+" icon to the top right to add a new pin, and you'll see a menu of
options where you can add your "Copied Link" to a new Pin or board on your profile.
Here’s a somewhat meta example from Instagram’s own Instagram for

Business account, advertising the new capability to advertise on the platform. They
use recipe website Food52 as an example of what their ad content might look like so
users can visualize it for their own business Instagram accounts.
If you check out Food52’s Instagram, you’ll notice that the ad below isn’t much
different than the organic content they post, which helps ads blend in with the rest of
the photos and videos their friends are posting.
Why it works:
 It’s a great food photo, using texture, contrasting colors, and lighting to actually make
the viewer hungry. Food photos are some of the most popular on Instagram, with
over 189 million photos under the #food hashtag alone.
 It uses geometric shapes and lines to draw in viewer interest and engagement.
 It’s inspiration-driven: According to an EventBrite survey, 78% of millennials (who
make up more than 50% of Instagram’s user base) would rather spend on
experiences than things, making this type of image more appealing than a shot of the
website alone.
Samsung Mobile
Check out this ad featuring Samsung Mobile’s new Galaxy S6 Edge Plus
smartphones, specifically the manual controls built into the camera to enable more
precise photography.
The image shows three phones mid-shot to demonstrate new features and give people
an idea of what it's like to actually use the product. The photos captured on each
screen highlight diverse locations, which suggest that the camera can help you capture
a variety of stunning shots -- no matter where you are.
Why it works:
 The phones were shot on a white background, which helps the product stand
out. According to the folks at SteelHouse, "This [shooting on a white background] is
a common practice because, quite frankly, it works."
 The photos in the ad represent a simplified product demonstration. This approach
lets viewers dive into the new control features by showing each phone mid-
photoshoot, with the unique white manual controls along the bottom of each screen.
 The clever -- and slightly humorous -- caption features a play on words that makes
it more memorable and helps to draw the viewer's attention to the new feature: the
manual camera controls. Ads that invoke emotion, such as happiness and laughter,
are more likely to be shared and engaged with by viewers.
New York Times
Here’s an Instagram Ad featuring the famous New York Times crossword puzzle.
The ad challenges viewers to solve the puzzle, which draws them in to read more
about the offer the New York Times is advertising and gets them excited about their
achievement if they can solve the puzzle, putting them in a better mood and making
them more likely to share or click the ad.
Why it works:
 The ad is static, but it prompts an interaction when viewers want to solve the puzzle.
This interactivity leads to greater levels of ad engagement among all of the other
content on Instagram.
 It employs nostalgia marketing for the 90’s Nickelodeon TV show, “Hey Arnold!”
This marketing tactic that makes your audience feel good about your content and your
brand.
Monster
Monster helps job-seekers match with organizations seeking talent worldwide. In this
video ad, Monster uses humor to show job-seekers how to explain gaps in
employment to future employers using the movie Castaway: instead of complaining
about being abandoned at sea, the fictitious job-seeker explains that he managed a
“crew” while on the island.
Why it works:
 The ad features video content, which research shows users want to see more of,

particularly on social media.
 It uses the curiosity gap to intrigue users and prompt them to learn more, because
really, what does the movie Castaway have to do with job hunting? Not much, but by
using this friendly demo featuring a well-known story to demonstrate how to fill in
resume gaps, they’ve made the topic easy to understand and memorable.
Instagram doesn't have an built-in, in-depth analytics platform like Facebook … yet.
When you switch to a Business Account, you do gain access to some limited
analytics, such as follower growth, impressions, reach, and engagement. Access these
by clicking on the View Insights option below your uploaded images and videos.
You can also track Instagram impressions, spend, and engagement on ad campaigns
through Facebook’s Ad Manager. While helpful, these metrics are limited to
individual posts and campaigns.
1. Instagram Insights
Key specialty: Followers and mentions
Image via Later.com
If you have a business account on Instagram, you automatically have access to their
free analytics tool, Instagram Insights. The Insights tool can show you when your
audience is on Instagram, which of your posts are most popular, and your account's
impressions and reach.
Additionally, you can compare your original post with a promoted version of the post
to figure out if your paid efforts are working. Unfortunately, you can only use the tool
within the app (there's no desktop version), and it's not the most user-friendly, but it
provides a good basic overview of your Instagram analytics for both individual posts,
and your account as a whole.
2. Iconosquare
Key specialty: Social monitoring
Iconosquare is a three-in-one Instagram solution for social media marketing. The

platform allows you to schedule new posts, monitor what people are saying about the
industry (or your brand), and of course track your Instagram analytics. These analytics
show you trends related to engagement, impressions, your posts' reach, and even how
your Instagram Stories are performing.
Iconosquare also includes hashtag and competitor tracking, allowing marketers to
compare themselves against the people and topics they care about. The platform
comes with a two-week free trial, as well as a variety of free tools such as a
full Instagram Audit.
3. Squarelovin
Key specialty: Follower insights
Squarelovin's free Instagram Insights tool provides most of the information you'd need
to conduct an analysis on your progress over the year — for instance, you can obtain a
monthly analysis on your posts, or a history of your posts broken down by month,
day, or even hour.
Additionally, the tool offers insights into your followers' interests, and how to drive
further engagement to your posts. You can even figure out the best time to post,
depending on when your followers are most likely on the app.
4. Crowdfire
Key specialty: Content curation
Crowdfire allows marketers to schedule posts, measure their performance, and track
mentions of their brand, as well as curate content related to their industry from all
over the internet. The product delivers article and image recommendations from other
websites, helping marketers expand their visibility when considering what content to
include in their Instagram strategy.
Crowdfire's analytics tools visualize your Instagram data in several user-friendly

charts. They also drill down into a number of advanced metrics that show you how
you're performing over long periods of time.
5. Pixlee
Key specialty: Social reports
Used by Kenneth Cole, Sonos, and plenty of other big brands, Pixlee offers an
impressive free tool. It allows you to create shareable reports that you can distribute to
your entire marketing team, and analyze metrics to figure out how to drive more
engagement and attract new followers.
Additionally, the tool helps you find influencers or brand advocates promoting your
products, so you can create more effective influencer campaigns.
6. Union Metrics
Key specialty: Hashtag analytics
While it doesn't provide its Instagram Analytics tool for free, Union Metrics does
offer a free monthly Instagram checkup. The checkup tells you which hashtags will
increase your engagement, which posts resonate best with your audience, and what
time your followers use the app.
While the tool can't give you analytics beyond 30 days, it's a useful option for taking a
look at short-term themes and patterns, and learning how you can quickly improve
your metrics.
7. Socialbakers
Key specialty: Competitive analysis
Image via Socialbakers Support
While admittedly not the most visually appealing tool in the list, Socialbakers still
offers critical information, including your most liked and most commented on posts,
and your top performing filters.
Additionally, Socialbakers offers an Instagram Report, which compares your own
Instagram account to your competitors', to see where you fall in the industry and what
you can do to improve.
Whether pop-culture, local or global news, work, or the brands I use and wear, Twitter
is a powerful social networking tool and search engine in which I can typically find
the latest information about virtually any topic. This also includes updates from the
companies and businesses I care about.
Businesses, lare able to market on Twitter to engage users and followers, increase
brand awareness, boost conversions, and more (we’ll discuss the “more” shortly).
Twitter makes it easy to distribute content. And, there are over 326 million average
monthly Twitter users globally for you to share that content with.
The thought of reaching hundreds of millions of leads through a free social media
platform sounds intriguing, right? But how do you actually ensure you’re generating
fantastic content those people will want to interact with?
In this guide, we’ll answer that question along with some others including what
a Twitter marketing strategy is, how you can use Twitter for your business, and
what tips and tricks you can implement to help you improve your marketing efforts on
the platform.
A Twitter marketing strategy is a plan centered around creating, publishing, and

distributing content for your buyer personas, audience, and followers through the
social media platform. The goal of this type of strategy is to attract new followers and
leads, boost conversions, improve brand recognition, and increase sales.
Creating a Twitter marketing strategy will require you to follow the same steps you
would if you were creating any other social media marketing strategy.
1. Research your buyer personas and audience

2. Create unique and engaging content
3. Organize a schedule for your posts
4. Analyze your impact and results
So, you might be wondering what makes Twitter unique. Why would you want to
actually invest the time in creating a profile and content for the platform?
What makes Twitter unique?
Twitter is a great marketing tool for a number of reasons. The platform …
… is free to use.
… allows you to share and promote branded content in seconds.
… expands your reach.
… allows you to provide quick customer service and support.
… works as a search engine tool for you to search for your competitors and their
marketing content to see which tactics they’re using.
… can be used as a search engine tool for prospects to find and learn about your
company.
… allows you to converse with your followers, share the latest updates about your
company, and address your audience.
Now that we’ve reviewed what a Twitter marketing strategy is and what makes the
platform unique, let’s cover the ways in which you can use Twitter for your business.
These tips will help you boost conversions, create lasting relationships with your
followers, and improve your brand awareness.
As you begin using Twitter for your business, there are some steps you’ll want to take
to ensure you reach your target audience. Depending on your goals, company size,
and industry, you may or may not choose to work through each of the following steps
(or you may have already completed some of them), so tailor them to your needs.
When someone looks at your company’s Twitter profile, you want them to
automatically know it’s yours. Meaning you should customize and brand your
Twitter profile with your logo, colors, and any other recognizable and memorable
details you want to incorporate. There are a few locations in which you can customize
your profile.
 Handle: Your Twitter handle is your username (for example, our handle is @hubspot)
— this should include your company’s name so your followers, customers, and fans
can easily search and find you on the platform. You create your Twitter
handle when you sign up for an account.
 Header: The header on your Twitter profile is your background image. You might
choose to create a unique image for your header, use your logo, or another branded
image.
 Profile picture: Your Twitter profile picture represents your company’s every
move, interaction, post, and tweet on the platform. It’s the image that sits above your
bio and might include a picture of your logo, company’s initials, or CEO.
 Bio: A Twitter bio provides everyone who visits your profile with a brief synopsis of
what they’re about to see in 160 characters or less. It might include your mission
statement, a blurb about what your company does, or something humorous and
engaging.
 Website URL: Beneath your profile picture and bio, there’s a location where you can
include your URL to direct traffic straight to your website.
 Birthday: In the same location as your URL, you can insert your company’s birthday
— or the day when the company was founded — so your audience gets to know your
business on a more personal level.
A Twitter List — which any user has the ability to create and view — is an organized
group of Twitter accounts you’ve selected and put together in specific categories. For
example, at HubSpot, lists include Leadership Experts, Top Marketing Experts,
Top Business Podcasters, and more. When you open a Twitter List, you only see
tweets posted by the accounts on the list.
Twitter Lists are great if you want to follow only specific accounts. You might
segment your lists into groups such as business inspiration, competitors, and target
audience so you’re able to easily review their posts, interactions, and content.
You can schedule and host a Twitter chat to engage your followers, discuss a topic,
create a sense of community, and ask your audience for their opinions or input on
something you’re working on.
To host a Twitter Chat (or TweetChat), you’ll need to choose a topic, set a time and
date for the chat to occur, and create a hashtag for the chat. You can share this
information with your followers in a tweet, on your website, in your Twitter bio, and
wherever else you choose.
Everyone who wants to participate in the Twitter Chat should then be able to view all
responses, questions, and comments regarding your topic of choice by searching your
unique hashtag, as well as sharing their own comments and thoughts by adding the
hashtag to their tweets.
Twitter Chats promote interaction and engagement on your profile and get people
talking about your brand. It also creates a more personal experience between your
audience members and your business.
Twitter can help you direct traffic to your website — there are a number of ways to
include your website’s URL on your profile as well as add links to your web pages
and blogs in your tweets. Here are some ways you can use the platform to direct
traffic to your website to help you increase your conversions and sales.
 Add your website URL beneath your bio on your Twitter profile.
 Incorporate links to your website in your tweets.
 Retweet any content that includes direct links to your website and/ or blogs other people
have shared.
 Embed tweets on your website with a Twitter Timeline.
 Set up Twitter Ads to drive users to a specific landing page on your site.
Twitter Moments are collections of tweets about a specific topic or event. They’re like
a “best of” collection of tweets regarding your topic of choice. For example, Twitter’s
Moments section includes “Today”, “News”, “Entertainment”, and “Fun.”
You might organize your Twitter Moments into groups of tweets to help you market
your business’ events and campaigns or related industry news. They also help with
your marketing tactics by providing your business with an engaging way to promote
the discussion of specific topics and/ or events that matter to your company to help
you share your brand image with audience members.
You can also create your own section of Moments for your followers to view on your
profile.
ou might choose to apply to get your Twitter profile verified depending on the size
of your company and your industry. Twitter states they typically only accept requests
for account verification if you’re in “music, acting, fashion, government, politics,
religion, journalism, media, sports, business, and other key interest areas.” If
Twitter accepts your application and verifies your profile, a badge with a blue
checkmark inside of it will appear next to your handle. This symbolizes an authentic
account.
Source
Being verified prevents your audience members from following and being confused
by impersonator accounts or accounts with similar content, usernames, and handles to
yours. A verified account also makes your business look more legitimate and
trustworthy.
Needless to say, the more Twitter followers you have, the more people there are
looking at and interacting with your content. You’ll have a better chance to improve
brand awareness and direct more traffic to your website when you build your
follower count on Twitter.
Learn how to get more Twitter followers, fast.
There are a number of ways you can increase your follower count on Twitter —
here are some to get you started:
 Ensure your content is shareable.
 Use unique hashtags.
 Create engaging content (giveaways, contests, questions, surveys).
 Enlist the help of Twitter (social media) influencers.
 Include links to your Twitter profile on your website.
 Interact with your current followers and retweet their content so they’re more likely to
do the same for you.
 With more than 302 million active monthly users and 500 million updates
sent per day, Twitter continues to be a rich marketing avenue for brands.
 But even though the platform is more than nine years old, most of
its advertising products are still young. The company only started to make a
push and introduced new and innovative solutions in the past two years. While
most of Twitter's products used to be about brand awareness, now it offers
more action-oriented, ROI-focused products. And in June, Twitter announced it
was testing product and place pages and collections of products to make it
easier to buy using the social network.
 But where do you start if you are still a beginner to advertising on Twitter? And
how do you know which type of ad product is the right fit for your client's
campaign?
 Getting Started With Advertising on Twitter
 First, you need to set up the Twitter advertising account. Go
to https://ads.twitter.com/.

 After you log-in, you will see the main campaigns dashboard that will display
the data for your campaigns. You will be promoted to add a payment method
to you account. You will need to do this prior to launching your first
campaign.
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o Completed2. Determine your Instagram audience.
o Completed3. Conduct a competitive analysis.
o Completed4. Configure an editorial calendar.
o Completed5. Build a consistent brand on Instagram.
o Completed6. Grow your Instagram follower base.
o Completed7. Convert your Instagram followers into customers.
o CompletedInstagram Advertising
o CompletedHacks, Tricks, and Features
o CompletedAccounts and ads to check
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o CompletedTwitter Marketing Strategy
o CompletedHow to use Twitter for Business
o Completed1. Customize and brand your profile
o Completed2. Create Twitter List
o Completed3. Host Twitter Chat
o Completed4. Drive traffic to your website
o Completed5. Use Twitter Moments
o Completed6. Get Verified on Twitter
o Completed7. Build follower count
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Complete and Continue
Types of Twitter Ads

Immersive Reader
Types of Twitter Ads
The first step is deciding which type of Twitter ad campaign you would like to run.
From the main campaign screen, select the create new campaign button.
By selecting help me choose, you will see the screen below. This feature describes
the major objective-based campaigns available to Twitter advertisers, and it will help
you to align your advertising goals with the most relevant type of ad.
Here's how to set up each type of Twitter ad campaign:
Followers
If you are just starting out on Twitter or you're launching a new brand, increasing your
Twitter following can help build initial brand awareness. You can also use this type of
ad option to attract more potential customers and people in your target market so your
content reaches more interested followers.
Followers campaigns appear as tweets in the home timeline and in the Who to Follow
boxes on the Home, Notification, Profile, and search results
pages.
To set up your campaign, select followers from the create a new campaign

dropdown.
You'll be taken to a new screen to create your campaign.
Here you can name your campaign (create a naming convention template to keep your
campaigns organized) and determine if you want the campaign to start immediately
and continue forever (you will later set a total campaign budget, so run continuously
will only run until the total budget threshold is met) or if you would like to schedule
the start date and end date for the campaign.
Next, work on the creative for your campaign. You can write new copy or you can
choose a previously published tweet to promote to potential followers. The ad will
contain a "follow" button so users can take action without having to click to your
profile page.
Follow campaigns should not include an image, as this may distract viewers from the
follow button.
Once you are done refining your creative, you can preview the ad on different devices
including desktop Twitter (or Twitter.com), iPhone, and Android to to check for
errors and image issues.
Website Clicks or Conversions
This type of campaign should be used to drive traffic and increase form conversions
on your website. The tweet will include a headline, link, image, and a call-to-action.
Before you create the campaign, you will need a website tag, which are snippets
triggered by a user's action on your website after seeing content on Twitter. They can
be used to track ROI, remarket to an audience, or to create a tailored audience list on
Twitter.
You can find the conversion tracking option under tools in the top navigation bar.
How to Create a Conversion Tracking Tag
 Select create a new website tag.

 Name your
tag.
 Select which type of conversion you would like to create a tag for: site visit, purchase,
download, sign up, or custom.
 For the create a tailored audience option, if you leave the box checked, Twitter will
automatically create a list of people who completed an action, which can later be
downloaded as a CSV file.
 Under conversion settings, set the time frame for actions to be credited to Twitter.
o Select post-engagement attribution window: Choose the time frame for actions

completed by the audience to be credited to Twitter.
o Select post-view attribution window: Decide how long after a person views
but does not complete the desired action and later visits your site that Twitter will be
attributed.
 Click the save tag and generate code snippet.
 On the following screen, a piece of HTML code is generated. Include this tracking
snippet on your landing page or website to track visitors who convert or complete
another action on your website.
 The tag will show as unverified for a few hours. It will change to tracking once
Twitter begins receiving pings from actions being completed on your site by people
who came from Twitter.
 Consider creating multiple codes to track various different actions on a webpage so
that you can see how people move from visit to download to purchase.
Then, return to the main campaign window, and select the create a campaign drop-
down. Choose the website clicks or conversions campaign.
You have the option to choose a key conversion tag. This is useful if you have more
than one tracking code on a page but you want to highlight a certain conversion tag
when viewing the analytics for a campaign.
If you choose to run a website clicks or conversions campaign, you will pay on a cost-
per-action basis or when someone clicks the link. You will not pay
for retweets, replies, and other types of engagement. This also means that you pay
whether someone actually converts on the page or not.
When you get to budgeting, the website clicks or conversions ad type will provide you
with options that are unique to this type of ad product. (Read about campaign
budgeting here.)
The campaign optimization option provides you with two optimization options:
 Optimize for link clicks: Choose this if you want to drive as much traffic to the
landing page as possible.
 Optimize for website conversions: This option is meant to decrease the cost-per-
action but it will increase the bid price.
App Install
This ad type is for promoting mobile apps to smartphone users.

Start by choosing app installs or engagements from the create a new
campaign drop-down.
Add your app in the campaign creation screen by selecting the platform and entering a
Google Play URL or Apple Store URL.
Next, choose the run dates for your campaign, and if you want to target those who do
not have your app installed or if you want to remarket to those who have previously
installed your app.
For App Install Twitter Cards, you pay for clicks to the install page of your app -- not
actual installs. Twitter partners with Answers, a brand of Crashlytics, which provides
insights into how many installs were sourced from paid and organic Twitter
promotions.
Leads
You can create lead generation cards with this type of ad format, which allows you to
collect email addresses and information directly from Twitter. It could be used to
promote a coupon, an ebook or content offer, or email subscription, among other
promotions.
There are some specific guidelines for how to create these cards that need to be
followed closely:
 Images must be at least 800 px wide

 Images should have a 4:1 aspect ratio: try creating an image 800 px X 200 px or 1,200
px X 300 px
 Image should be no more 1 MB
 You can include a GIF in a Twitter card. Other file formats supported
include .jpg, .jpeg, and .png.
Other elements you will need to provide to create a Twitter card include:
 Title: This will appear above the image. Start with an action-oriented word.
 Call-to-action phrase: Use words such as subscribe, get, join, read more, sign up,
download, start, etc.
 Short description: When a user clicks on the card, the tweet will expand and reveal
more details. The description should emphasize the value of what you are offering.
 Privacy Policy: You will need to include a link to your company's privacy policy so
viewers can get a better understanding of how you collect data and what you do with
it.
 Fallback Webpage: After a viewer submits her information, a link to the fallback
webpage will appear. It should provide people with more information about your
offer.
During the campaign, you can download leads in a CSV file format to send the leads
the offer or promotion. You can automate this process by connecting lead generation
cards to your marketing automation or CRM platform. (Directions for HubSpot
customers are located here.)
Finally, you can customize the post-submit screen with a message and a URL. This
can be used to provide leads with more information about what they just signed up
for, such when they can expect to receive their first email newsletter or coupon. The
mobile options for a custom destination page are more extensive. You can ask for
more information about the lead and share other types of media with the viewer.

Promoted Tweets
Promoted Tweets are tweets with paid promotion behind them to expand the reach of
the content. They can be retweeted, replied to, and favorited and should be used to
drive brand awareness, traffic to the brand's site, or to promote events, offers, and
specials.
Promoted tweets can be found:
 At the top of search results pages when a person searches for a hashtag or topic.
 On promoted trends pages if the tweet uses the hashtag.
 On a brand's profile page or on a person's home timeline.
 In official Twitter clients, such as the desktop or mobile app, and within approved
third-party clients, such as Hootsuite.
 Promoted tweets are not shown to your brand's current followers unless you
specifically indicate this in the targeting options.
Promoted Tweets are clearly labeled as promoted, but in every other respect,
Promoted Tweets act just like regular tweets.
To create a Promoted Tweet, go to your main campaigns screen, and select tweet
engagements from the drop-down menu.
From here, you can choose to promote previously published tweets or you can upload
new creative.
Choose your targeting criteria and a budget, and you are ready for launch.
Promoted Trends
Promoted Trends appear at the top of the Trending Trends widget and can be used to
increase brand awareness, mentions of the brand, and conversation around a
topic. Advertisers need to work with a Twitter ad specialist as these require a budget
of around $200,000 per day.
 Facebook
 Twitter
 Pinterest
 YouTube
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How to Target Ads

Immersive Reader
How to Reach the Right Users With Audience Targeting
After you have chosen your campaign type and approved the creative, you need to
define your targeting criteria. Note: Some types of ads do not contain options for all
the below targeting options.
Location
You can choose to make the ad available to anyone with the show ads in all available
locations option or you can target specific locations. Location-based segmentation
lets you target people in a specific country, state, province, region, metro area, and/or
postal code.
Gender
You can choose to promote your campaign to only male or female users.
Language
Leave this section blank if you want to target any language, or click the select
languages link to filter by language.
Devices and Platforms
Select the type of devices you would like your ad to be delivered on, which includes:
 iOS devices
 Android devices
 iOS/Android
 Blackberry phones and tablets
 Desktop and laptop computers
 Other mobile
You can get as granular as targeting people using an iPad Air 2 or limiting your
campaign to only be shown to those connected to Wi-Fi.
This section also allows you to target by the mobile carrier the device is connected to,
and you can target or exclude people who have activated a new device in a specific
time range.
Keyword Targeting
You can either enter or upload a list of keywords that will be used to target individuals
who have used these keywords in searches or tweets or have retweeted and favorited
tweets containing these phrases.
Once you begin adding keyword, the campaign creator will reveal the volume of
tweets with those keyword phrases or terms. This can help you to target phrases and
still have the opportunity to be seen by a larger user base.
You have four options for the type of keyword matching you would like performed:
1. Broad Match: Your ad will appear when the keyword phrase appears in any order,
and the system will match your ad with related terms, misspelling, and known slang.
2. Phrase Match: Your ad will be matched with tweets that contain the exact keyword
phrase in the exact order as you type it.
3. Negative unordered match: You can indicate that Twitter should avoid matching
with a specific negative keyword that appears in any order.
4. Negative Phrase Match: You can select a keyword phrase that is ineligible for
matching if found in a specific order.
Create separate campaigns that each target a tight group of keywords so you can better
track performance. Monitor the performance of the keywords during the initial days of
your campaign, and replace low performers with a new keyword phrase.
Target by Followers
You can include a list of usernames, such as your main competitors, and advertise to
their followers. You can also used the advanced search feature on Twitter to find other
companies that are tweeting about the same topics you shared content about. To add
follower targeting, simply type in the name of a Twitter user or import a list of
accounts. Twitter then shows you other relevant accounts you may not be aware of.
Once the campaign is running, you can analyze which usernames are resulting in high
conversions or high engagement.
Target by Interests
Twitter has 25 main interest categories, each of which includes many subcategories,
that you can select to get more specific with your targeting. This also provides you
with interesting analytics information to determine which areas of interests lead to
higher engagement rates.
Twitter uses these interest categories to target people who follow accounts or engage
with tweets that align with these interests, among a variety of other factors.
With either interests- or follower-targeted campaigns, you should attempt to target an

audience size of at least 50,000 people.
Target Tailored Audiences
This feature allows you to create lists of users you have engaged with elsewhere, such
as on your website, at tradeshow events, or on another social media site, and target
these users on Twitter. Lists can be based on one of five types of information:
1. Email addresses
2. Mobile phone numbers

3. Twitter usernames
4. Twitter user IDs
5. Mobile advertising IDs
In addition, the tailored audience feature allows you to target people who have
recently installed your app or have completed an in-app action. However, you will
need to use one of Twitter's mobile measurement partners to create a mobile app
conversion tracking campaign.
Target by Behaviors
Behavior-based targeting is only available in certain countries, but it can be a valuable

tool when targeting potential buyers.
Behavior categories include things such as CPG buy styles, demographics, finance,
philanthropy, seasonal, subscription services, technology, and travel.
Limit Your Audience
There are two ways to limit your audience:
 Limit targeting by excluding tailored audiences: Upload a supression list to your

audience manager to prevent campaign dollars waste. This could include lists of
current customers, previous customers who are unlikely to re-purchase, or email lists
of specific persona groups who you are targeting in another ad campaign.
 Limit targeting by excluding behaviors: You may know based on persona research,
sales intelligence, and predictive lead scoring that someone who buys pet supplies is
unlikely to also buy your products or services. You can then exclude a group of
people based on this behavior and save your campaign dollars for followers who are
more likely to become customers one day.
TV Targeting
The next option allows you to target individuals who are engaged with specific TV
shows, networks, or types of TV content and reach them while before, during, or after
the programming airs. This option could be a good option for brands wanted to
connect with a specific demographic, such as women age 14-45 or millennials.
First, you determine the market. This option is only available in certain countries.
Next, you add the specific shows or networks whose audience you want to engage
with. You can also choose to target people who watch sports shows, reality shows, or
other genres.

When you add a show to your targeting list, you have two options to choose by
selecting the drop-down arrow next to the show title:
 Continuously: Ads will be shown to people engaged with that TV show while your
campaign is running.
 New Airing Only: Ads will only be delivered to people tweeting about the show
before, during, or after a new episode is aired.
Note that the audience estimation for a show is based on predictive and historical
information about who is likely to watch the show and engage on Twitter about the
TV content.
Target by Installed App Categories

This targeting criteria is only available if you choose the app installs or engagements
ad type.
With this option, you can select categories of apps that people have downloaded on
their mobile device from either the Apple Store or Google Play.
App install targeting combined with keyword, interest, or demographic can help be
used to specifically reach individuals who are interested in your service and may be
more likely to buy. Say you marketing for an adventure travel company. You could
target people who live in Boston, have downloaded travel apps, follow REI, and have
tweeted updates containing the keyword phrase, "booking a trip" and "adventure
vacation".
You can combine elements that you know based on past performance predict that a
person is more likely to buy your product or service. The types of apps people
download on their phones is just another way to glean this information.
How to Budget for Campaigns
The final step in launching an advertising campaign on Twitter is to set a budget.
Twitter requires you to define how much you want to spend each day that your
campaign is running. Your campaign will stop showing once the daily budget has
been met.
It is optional to determine a total campaign budget, but this feature can be useful if
you select the run continuously option when setting up the duration of the campaign.
When inputting these numbers, a widget on the right sidebar will appear if your

budget is limiting your ability to reach the audience you have targeted.
The default pricing option is for automatic bidding, which auto-optimizes the price
per action or view.
You can also choose to indicate a maximum bid, which is the maximum price you are
willing to pay for an engagement: an follower, favorite, retweet, lead, app install, etc.
If you are looking to latch on to a trending topic or event, select the accelerated
option, which delivers your ad in a burst instead of delivering them at intervals
throughout the day.
To maximize your budget, create highly targeted campaigns and A/B the performance
of each using a small amount of your budget. With this information, you can launch a
high-performing campaign that generate followers, clicks, or conversions.

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How to Analyze Campaigns

Immersive Reader
Analyze Your Results
Once your campaign is up and running, you can begin reviewing the results and
tweaking campaigns to improve their performance.
You past and current campaign performance will be linked to from the main campaign
screen. From here you can review campaigns, individual tweet performance,
performance by platform, location, and
demographics.
Under the campaigns view, you can track how much you have spent so far, the total
impressions, results, the rate at which you campaign is driving the desired
engagement, the cost per result, and key conversion. This page allows you to see
which campaign are doing well that you could put more budget toward and which
ones you need to tweak, change, or pause based on the rate of results.
Then, drill down into each campaign and review how tweets are performing. There
are three or four screens -- summary, engagement, spend, conversions -- for you to
determine how well your campaign is performing. Within each campaign, you can
also track the influence of interest-based targeting, handles, and keywords on your
campaign performance.


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Twitter Tips
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1. Use keyword targeting in your Twitter Ads.
Keyword targeting on Twitter is component of Twitter Ads. Keyword
targeting allows you to engage Twitter users through the different words and phrases
you've included in your content and they’ve searched for on the platform. This means
you’re able to reach your target audience at the exact time your business, content, and
services are most relevant to them.
On Twitter, there are two types of keyword targeting you can use including search and
timeline.
Search Keyword Targeting
Search keyword targeting allows you to make your tweets show up for users who are
searching for the topics that you determined relate to your business. For example, if
you sell gluten free cookies, you can target users searching for tweets about baking,
cookies, gluten intolerance, or Celiac Disease.
Timeline Keyword Targeting
Timeline keyword targeting allows you to act on users’ specific feelings, thoughts,
actions, and emotions they’ve tweeted about. For example, if you’re a running gear
company, you might target keywords and phrases users tweet about such as, “running
a race”, “race day tips”, or “training for a marathon”.
To learn more about Keyword Targeting refer to this

link: https://business.twitter.com/en/help/campaign-setup/campaign-targeting/
keyword-targeting.html
2. Implement hashtags.
Did you know tweets with hashtags receive two-times as much engagement as
tweets without them?
Adding hashtags to your tweets is a great way to expand your influence on Twitter.
However, there are some guidelines you’ll want to stick to when using hashtags to
ensure that you reach the largest number of people possible.
 Create a hashtag that’s unique to your business so your followers and target audience
can easily find you and your content.
 Create relevant and memorable hashtags for other groups of tweets such as ones
related to a specific campaign you’re running.
 Use Twitter Analytics to review your most successful hashtags so you can ensure
their use in future tweets.
 Don’t overuse hashtags — this may feel and look spammy to your audience (not to
mention it isn’t aesthetically pleasing). Also, tweets with more than two hashtags see
a 17% decrease in engagement than those with one or two hashtags.
3. Organize a content sharing schedule.

As you grow your base of followers, you’ll need to post on a regular basis to ensure
they stay engaged with your business and content. Not only do you want to tweet
regularly, but you also want to tweet at the right times of the day. Here are some
details about the best times (on average) for businesses to share their Twitter
content:
Twitter users tend to catch up on the latest news and tweets in the early
morning. This is why the best times to post on Twitter for your business are on
Wednesdays and Fridays at 9 a.m. (Sprout Social, 2020).
Usage patterns have remained largely the same during COVID-19 times. The
only change has been to Friday mornings, which have seen heightened
activity between 7 a.m. and 9 a.m. and peaking towards the latter
hour (Sprout Social, 2020).
Around noon or between 5–6 PM on any day of the week

For B2C companies, the best days to tweet are weekends
For B2B companies, the best days to tweet are weekdays
In terms of how often you should post your content on Twitter, there’s no real rule —
it’s more about ensuring the content you’re sharing has a purpose and meaning. You
can also review Twitter Analytics to take a deep dive into what your engagement
looks like on the days you post more or less content to determine what’s working well
for your specific audience.
Once you’ve determined when and how often you’re going to post your content, you
can enlist the help of a social media management tool. This will allow you to both
create your tweets and schedule them in advance so you can focus on other tasks you
have to complete.
Here are a few examples of popular social media scheduling tools you can use for
your Twitter marketing strategy:
 Sprout Social provides you with a range of features to help you reach your target
audience and buyer personas through Twitter including platform analytics,
engagement tools, scheduling capabilities, and details about the type of content your
audience wants.
 Twitter Analytics allows you to analyze your tweets, understand which content is
helping your business grow, and learn about your followers.
 HubSpot has a social tool which allows you to schedule posts in advance, connect
directly with your audience, and understand how your Twitter interactions are helping
your business’ bottom line.
4. Create a Twitter campaign.
Social media marketing campaigns of any kind are a great way to reach your
audience, drive sales, and increase your website traffic. You can create a social media
marketing campaign specifically for Twitter to target users and increase your base of
followers all while raising your brand awareness through the platform.
To create a Twitter marketing campaign, you’ll want to follow the same steps you
would with any type of social media marketing campaign.
1. Research your competition
2. Determine how you’ll appeal to your target audience
3. Choose the type of content you’ll create
4. Share and promote your content
5. Analyze your results
5. Write a strong profile bio.

Writing a strong and memorable bio for your Twitter profile is crucial. This is because
your Twitter bio is the first thing a profile visitor will read about your company —
it’s your written introduction and should briefly explain what visitors can expect from
your page and content. You only have 160 characters to do this, so choose your words
wisely to ensure your bio successfully represents your brand and reflects who you are
as a company.
6. Use images and videos.
When possible, try to include quality videos and photos in your tweets. It’s been
proven that tweets with images outperform tweets strictly made of text. Photos and
images provide an eye-catching and engaging element in your content as Twitter users
scroll through their feeds. Videos are proven to actually outperform tweets with
images as well. In fact, tweets with videos are likely to get an average of six times the
amount of engagement than tweets without them.
Videos and images are a great way to show your audience your product line or how to
use an item you sell as well as make your content feel more personal. Plus, images
and videos in tweets are proven to help you increase your engagement — and who
wouldn’t want that?
7. Interact with your followers.

Remembering to engage with your followers as your business grows and Twitter
follower count increases is crucial. This will help you create experiences for your
followers and audience members that feel personal and keep them coming back to
your profile all while fostering a sense of brand loyalty. For example, if someone
retweets your post or comments on your tweet, you can “Like” that person’s
interaction or even tweet back to them with a response.
8. Share media mentions.
If your business is mentioned in the media, share the article, video, URL, or image on
Twitter. It’ll make your business feel more legitimate to anyone checking out your
profile as well as show prospective followers how many other people already know
about your company and are enjoying your products and services.
This is an exciting way to broadcast your success to your audience. It also provides
you with a way to incorporate backlinks in your tweets which, when clicked, take
your audience members to the original source of the mention. Meaning you’ll also
drive traffic to the website of the media outlet that mentioned you, likely boosting
their follower count and/ or brand recognition. This could potentially help you
become mentioned, shared, or featured in one of their pieces of content again in the
future.
9. Keep an eye on your competitors’ Twitter accounts.
Twitter is a great way to keep an eye on your competitors’ marketing efforts. You can
follow them or simply search them to see what they’re posting. You can also view
basic details about their engagement such as their number of retweets, comments, and
responses. This is a simple way to see some of the Twitter marketing strategies your
competitors are implementing and whether or not they’re working.
10. Focus on followers’ interests and needs when creating content.
If you want to reach your audience members and ensure your content resonates with
them, you’ll need to focus on their interests and needs— whether that’s in relation to
the way you share content, what you share, or how you present it.
When you meet the needs of your target audience and buyer personas, they’ll be
more likely to continue to follow and interact with your company. As you study your
buyer personas and target audience, you’ll be able to determine the type of content
they’re likely looking for you to share. Additionally, you can always tweet questions,
send out surveys, ask for feedback, or even create a Twitter Chat to get more ideas
about the type of content your audience is looking for from your business and Twitter
profile.
11. Promote your events.
Twitter is a great way to promote your business’ events. Similar to the way you might
for a Twitter campaign, you can create a unique hashtag for various events (such as
launch parties, giveaways, and contests) or schedule a variety of tweets (using one of
your social media management tools) to promote any special occasion your company
is hosting. This way, audience members — whether or not they’re your followers —
will have the opportunity to learn about your event and get all of the details they need
to sign up, be in attendance, or participate.
12. Check your direct messages regularly.

Like other social media platforms, Twitter provides users with a Direct Message
inbox where they can contact you in a private message regarding any questions,
concerns, or comments they have. So, be sure to check your inbox regularly as this
can contribute to the type of customer service and support your business is known for,
as well as the type of care you provide your followers and customers.

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Twitter Analytics
Immersive Reader
With all of the work you’re putting into your business’ Twitter marketing, you’ll want
to ensure your efforts are successful in reaching your goals whether they’re related to
directing more traffic to your website, increasing conversions, or improving brand
awareness.
You can determine your Twitter marketing success in these areas (and many more) by
analyzing your work. To do this, you’ll want to consider which metrics matter to you
and then determine how you’re going to track them.
Which Metrics to Track on Twitter
Due to every business being unique and having different goals, you might not be
interested in tracking all of the following Twitter metrics (or you might be looking to
track additional metrics). However, we’ve compiled the following list of possible
metrics for you to consider to get you started.
 Engagement: Look at the number of retweets, follows, replies, favorites, and click-

throughs your tweets get (including all hashtags and links they include).
 Impressions: Review the number of times your tweets appeared on one of your
audience members’ timelines (whether or not they’re actually following you).
 Hashtags: Look at which of your hashtags are being used most frequently by your
audience and followers.
 Top tweets: Review your tweets with the most engagement.
 Contributors: Keep up with the level of success each of your contributors — the
people you give admin access to on your account — are having with their tweets so
you can implement some of their tactics more regularly or remove them completely.
How to Track Twitter Analytics
There are a number of social media management tools, such as Sprout Social,
HubSpot, and Hootsuite, with analytics features automatically built in. This is
convenient for those of you who were already planning on choosing a management
tool to assist with the scheduling of your posts. However, one of the most common
analytics tools for Twitter is the one created specifically for the platform: Twitter
Analytics.
Twitter Analytics
Twitter Analytics helps you understand how your content impacts your audience and
the ways in which your activity on the platform can help you grow your business. The
tool is free, accessible to all users, and includes information about your Twitter
engagement rate, impressions, tweet activity, and information about your followers.
Depending on your business’ needs, you have the ability to incorporate Twitter Ads
(if you pay for the option) data in Twitter Analytics as well. Lastly, there are a number
of other third-party resources and apps you can download and use along with
Twitter Analytics to take a deeper look at specific types of data such as detailed
hashtag performance information or how other Twitter handles in your industry are
doing.
Read more about Twitter Analytics on the resource found below:
https://dlsud.edu20.org/files/473074/How_to_Use_Twitter_Analytics(3)(2).pdf?
lmsauth=4f44f1a592a55ea3ead99048defe11a1da9b23f1

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Facebook isn’t new, and neither is the idea that every business needs a Facebook

Facebook Marketing, the Inbound Way

As you probably know, the majority of Facebook is made up of personal profiles.

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2. B-ENTR323 ENTREP RESEARCH 2, BO1 ENR31 Second Semester, SY 2021-2022

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Sofia Annabelle D...

Set-up a Facebook page

As you probably know, the majority of Facebook is made up of personal profiles.

To get started building your own Facebook Page, go

There, you’ll have two categories to choose from:

2. Community or Public Figure

Add a Cover Photo

On the top navigation bar, locate “Settings.”

8. Add a Page CTA

Starting in December 2014, Facebook allowed Pages to include a call-to-action

9. Organize Your Page Tabs

A verification badge is by no means necessary, but it does add a sense of authority to

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But no matter what, you need likes.

Promoting Your Page on Facebook

Promoting Your Page Through Your Website

Promoting Your Page on Additional Social Media Channels

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Sofia Annabelle D...

In other words, it’s no different than the most basic of websites.

That’s the recipe of inbound marketing, after all.

How to Post to Your Facebook Page

 Profile Picture: 180 x 180

 Cover Photo: 820 x 312

To upload a pre-produced video to Facebook, click the “Photo/Video”, click the

Aside from pre-produced video, Facebook Live is another option to explore

Facebook Instant Articles

1. B-ENTR411 ENR41 1st Sem ( 2022-2023 )

2. B-ENTR323 ENTREP RESEARCH 2, BO1 ENR31 Second Semester, SY 2021-2022

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Sofia Annabelle D...

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