Before The Print, Toronto, ON (2026)

02/11/2022

No seriously. You should try it. But how?

With influencer marketing. Before you start thinking, “How can I afford to pay a celebrity to promote my business?”, let me explain.

We are talking about micro influencers. Yes, in fact those mega influencers you were thinking about only make up 1% of Instagram.

Instead, we think you should target someone in your niche with a following under 100,000. Not only can you find a super specific person to promote your product, but they have sky-high engagement rates too.

People listen and engagement rates are high.

Influencers with over 100,000 typically see engagement rates in the low 1% range.

While influencers with 0-50,000 followers have rates as high as 8%.

These devoted audiences are ready to buy your product.

Search your niche for people with strong profiles.

It might be time to bring on an influencer!

01/26/2022

It might seem like Instagram is so crowded. It’s difficult to stand out.
But did you know?
Only 5% of accounts post once or more per day.

That’s a very low number. The competition for businesses to gain traction and succeed on Instagram is much lower than we think.

The Instagram algorithm favors businesses that post high-quality content with frequency. They want users to stay on the apps, so with strong engagement rates, you will be seen more.

The low supply of content for the high demand for consumption needs you to post every day.

In fact, accounts that posted 7+ posts per week saw the highest growth in followers with over 56% higher than those posting less.

Building more content creates consistent growth for your brand.

Don’t fear the unknown. Just be consistent!

12/31/2021

American Express used a forward-thinking and creative approach to latch onto the popularity of Coachella to drive engagement for a brand awareness campaign. With the use of a hashtag.

. Not only does a hashtag allow Instagram users to click and view all the photos shared with the hashtag. It also creates an easy-to-track method to gauge the campaign’s success.

The goal of the campaign? To drive awareness about new prizes and other features for American Express members who used their Amex information to register on the Coachella app.

Simple, right? But how did they do it?

Well, American Express was able to get high-level celebrities to post relevant photos using the hashtag.

Brands have finally figured out how valued the dedicated audiences to celebrities are. Their influence is invaluable and shares on Instagram spread quicker than any other form of advertisement.

The campaign generated over 140,000 likes and 15 million unique views.

That’s 75 times more people than the average Coachella attendance. Not bad, right?

12/29/2021

We have an Instagram cheat code for you to quadruple your conversions. Are you listening?

It’s called User Generated Content. Yup. User Generated Content increases conversions by 410%. But what’s that?

It’s when a customer posts a photo using your product. You can then repost this photo to your own page.

Warby Parker does it best. They love to post Instagram users, specifically cute children, wearing their sunglasses.

Not only does it provide an element of social proof. But it serves as FREE content too.

The two best ways brands can create user generated content is through a reshare or by posting customer testimonials.

Be sure to always tag the person who the content belongs to (with permission!).

Show gratitude and thanks to your customers. Include a witty caption and a thank you.

The next time you scroll through your feed and see the cute puppy with a sweater on, remember how impact that was.

Now, imagine that type of content for your brand?

12/17/2021

That’s right. Instagram videos receive over 300% more comments than photos do.

Videos make a view feeler more connected to a brand. They tell better stories.

The average number of comments on videos is 94 and 82 on image and carousel posts.

Over the past year, there has been an 80% increase in the time spent watching video on the platform.

The time to post single image posts is disappearing.

With the launch of Reels, users can only binge video content even more.

Influencers have taken advantage.

The average power user gets paid $775 per video post, compared to $507 for an image post and $210 for a story.

The most high profile brands have been growing their Instagram video content by 100% every year too.

Will you adapt to the trend?

11/20/2021

Yes. 100 million times every day.

That’s how many photos and videos get shared on Instagram daily.

It’s an overwhelming number. And it is not slowing down.

As users continue to grow at alarming rates, the activity will continue to increase too.

So with all the competition, how can you differentiate your business’ content?

The most important step is authenticity. When you stick to who you are as a brand and consistently display this message in your content, your customers remember you.

The key to standing out is to find what your niche is and share that unique perspective or expertise that your brand possesses. Always provide value for free and followers will come back for more.

Community engagement also helps with building relationships and establishing yourself as an expert in your field or niche. And it results in sales.

By creating expertise, you build trust and credibility and become the go-to source for your products or services.

Stay consistent and stick to who you are and the results will be amazing.

11/19/2021

The growth of Instagram Stories ads can be seen in recent years. Currently, 35% of all impressions and 29% of total Instagram ad spend is generated from Instagram Stories ads.

And they are cheaper.

Instagram stories ads are designed to give a more visual and engaging experience. They are promoted across Instagram, so they have the potential to go viral.

The idea of Instagram stories ads is not new - it's been around for some time now. However, in the last year, there has been a shift in how they are being implemented by brands and marketers.

Advertisers can now use them as a way to drive sales and engage with consumers on their own terms with a personalized experience that is tailored towards specific interests.

Instagram stories ads are helpful for brands to get more exposure and engagement. They can also be used to introduce a new product or service.

11/18/2021

Every week 65% of people on Instagram discover new brands or products through influencers.

If you sell products, you have an even bigger responsibility to get involved with influencer marketing.

It can often be misunderstood and thought of as a way large brands like Pepsi hire celebrities to promote products.

But it’s much simpler and cheaper than that.

There are micro-influencers that have much smaller followings, but they are niche and very devoted.

When you promote a product with a smaller influencer, you can dictate the type of audience you advertise to while ensuring your product is endorsed by a person who has loyal followers that trust them.

You would be surprised at how effectively you can sell products when you decide to hire an influencer.

11/17/2021

Instagram is finally growing past being simply a B2C marketing channel.

B2B businesses are starting to take notice. And while they still lag behind competitors like LinkedIn and Twitter, there is a massive opportunity to start now and gain some ground in the competition.
The reason why B2B companies should use Instagram is because of its wide reach and engagement rates. There is also the opportunity to create viral content at low costs.
Instagram also allows brands to target their audience very specifically and create shareable content for users to engage with.
When done correctly, it leads to a larger organic reach that can help you grow your page quickly.
As long as it maintains its large user base, Instagram will continue to grow into one of the most effective marketing tools for B2B marketers.

# #

11/16/2021

I’m sure you have come across a story before where the big swipe-up button pops up while you are viewing a story.

Admit it. You were tempted to do it. We all have been.

In fact, 7 in 10 users on Instagram admit they have swiped up before to access a link or similar brand story that they viewed.

Now ask yourself about your current Instagram stories strategy.

If you have yet to use this feature as a way to promote products, you are missing out on potential sales every day.

You can even automate these posts. They are money makers for brands and users who love to get inspired by interactive content.

The best way to sell a customer is through content that requires them to pay attention and engage. Like swiping up.

Instagram stories have created a new way to push a customer into your sales funnel.

11/15/2021

Every little thing matters on Instagram. Even the type of filter you use on your photos can have a positive or negative impact on the engagement level you will receive per photo.

The three most used filters are Gingham, Clarendon, and Juno. But are these the best filters for engagement?

Not exactly.

Here are four filters that provide some of the better engagement rates: Aden, Mayfair, Clarendon, and Maven.

For every 59 times Aden is used, there is one engagement on the photo. Similar numbers apply to Mayfair (55/1) and Maven (34/1). These are decent numbers and rank well among the features.

However, Clarendon has a clear edge over all filters when analyzing engagement rates. For every 54 photos that use Clarendon, there are 5 engagements. That’s an engagement rate of over 9%.

Think carefully next time you are adding filters to your photos. They matter.

11/15/2021

Yes, having lots of followers is great, but the true value of social media lies in building a strong and engaged online community.

So how can this be done? First, your posts must catch people's attention with high-quality photo and video content.

Once your posts have been noticed, it’s down to the caption to keep their interest. Is it thought-provoking or helpful enough to warrant a comment?

Ask your audience questions! It might seem simple, but we often forget to ask questions or encourage people to engage with us in the comments.

Reply to all comments and DM’s so that your audience feels valued and heard.

Engage with other people's posts. Social media is all about connection, so if you leave a meaningful comment on other people’s posts in your niche, they will notice your page.

Show your face. IG Stories, Reels and IGTVs can be a great way to redirect attention to your other posts.

Always ensure that your content is of value and fits your niche. Offer your expertise, educate, entertain or inspire.

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