How Apple’s iOS 14 privacy changes could impact your social media marketing efforts

Apple’s newest operating system – iOS 14 – now gives users more control over how their data gets used and this could impact your social media marketing. The latest update, announced in June 2020, includes more personal and helpful functionality along with some major changes in privacy and data transparency.

These changes will affect brands’ social media marketing efforts.

You now have the option to review an app’s privacy practices before you choose to download:

social-media-marketing-legendary social media vancouverImage source: Apple

Other privacy changes include:

    • Photo Privacy: With iOS 14, when apps ask for access to your Photos app, you can choose to only give them access to select photos rather than your entire Photo Library. 
    • Recording Indicator: Whenever an app has access to your camera or microphone, a recording indicator is displayed at the top of your screen
    • Approximate Location: Rather than having to share your exact location, you can share your approximate location with an app (ideal for apps like news or weather)

The iOS 14 privacy changes will change Facebook advertising effectiveness

If you’re an iPhone user, then you’ve probably already noticed a lot of these changes. But Facebook recently released an article criticizing these changes to policy and how they will impact small businesses and their future marketing efforts. 

Facebook said, “Apple’s policy will make it much harder for small businesses to reach their target audience, which will limit their growth and their ability to compete with big companies”. 

Facebook is specifically taking issue with how these changes by Apple will prevent tailored ads from being presented to potential customers. 

So, what exactly has changed?

Apple IDFA (Identifier for Advertisers) is a device identifier assigned to a user’s device which essentially follows you around the web. Until now, advertisers have been able to use IDFA to track user data (without revealing private information like name and address) in order to target and deliver customized ads. 

With the newest update, apps now have to ask permission to track you across apps and websites:

social-media-marketing-legendary social media vancouver

Image source: Apple

We predict most people will click ‘Ask App Not to Track’ as concerns around privacy have increased. 

How the iOS 14 privacy changes could impact your social media advertising

  • Conversion Campaigns: This update will impact the Facebook pixel and everything connected to it (conversion tracking, targeting and optimization). 
  • Location-based targeting: Targeting consumers based on precise locations will become more difficult.
  • Reporting: Due to the reduced ability to accurately measure ad campaign performance, it may be difficult to gain a clear understanding of what marketing efforts are working which will inevitably drive up marketing costs.

A lot is still unknown about exactly how these changes will impact the future of social media marketing, so as of right now, this is simply speculation. 

There are still a few ways in which you can effectively market to your audience:

  • Focus on collecting emails and email marketing 
  • Focus on Desktop placements for Facebook ads, when applicable
  • Review your Facebook ad reporting data to keep informed on how the changes are affecting campaign performance
  • Put more effort into organic social media marketing to lessen the requirement for paid advertising

Client Feature: Refresh by Steamworks Brewing co

We recently began working with Steamworks Brewing Co. on their new low-calorie beer, Refresh. We’re super excited to be creating images for their Instagram Feed!

Refresh is a traditionally brewed beer using real fruit. It’s preservative-free, has zero sugar and boasts a mere 90 calories per 355mL can! That makes it a must-have summer beverage in our books! 

It comes in 3 unique flavours: Raspberry Citrus, Cranberry Tangerine and Guava Lime. And we may have sampled a few of them during our photoshoots recently!

What we created for Refresh:

product-photography- legendary social media vancouver

Our in-house photographer and content creator, Kat, has been shooting & styling from home during COVID-19 to create product photography for the Refresh Instagram account. 

Obviously during a pandemic, resources are limited so you have to get creative with what you can get your hands on. Kat used fresh fruits available from her local grocery store to highlight the 3 different flavours, as well as using props available in and around her own home. And then, of course, she used her neighbourhood as a backdrop, because who can get enough of the Mount Pleasant murals and the iconic Science World? 

We’ve had so much fun creating visual content for the Refresh brand and look forward to creating more imagery for them soon. 

Are you ready to up your social media game? Legendary Social Media is here to help! We can produce photo content for your social media channels too! Contact us! 

 

The Instagram Feed might go chronological. Here’s what you need to know

Rumours started circulating in mid-February that Instagram’s chronological Feed was making a comeback! This came after a ‘Latest Post’ feature was found deep in the app’s code. 

The discovery was first made by Jane Manchun Wong, a hacker based in Hong Kong who discovers unreleased features on apps just for fun. She has gained a significant following since revealing new features on Instagram, Spotify, LinkedIn and other apps months before they’ve officially been announced. 

Wong was the first to report on Instagram’s testing of hiding likes and revealed her findings on Twitter 2 weeks before Instagram started publicly testing. 

To keep up with her findings, follow her on Twitter https://twitter.com/wongmjane

Instagram’s chronological Feed could possibly be making a comeback. How will this affect when and how often you post? 

What Instagram says about the chronological feed

Instagram has claimed the new feature is just a prototype, but highly requested tools have come to fruition in the past. 

It appears that the new feature will run parallel to the normal feed and the “Latest Posts” feature will act as a pop-up over the main feed when users log in – leading them to a new page that shows the most recent content from the accounts they follow. 

If the user chooses not to click through on “Latest Posts” they will just return to the standard feed based on Instagram’s algorithm. 

We’ve covered more on Instagram’s algorithm myths too. 

Since Wong’s Tweet about Instagram’s new features, Facebook has responded saying: “Latest Posts” feature came from their Hackathon, where employees come up with creative ideas, but they have no plans to move forward with the feature. 

What the chronological Feed would mean for your business

When Instagram removed the chronological feed in 2016 in favour of its current algorithm, it was met with backlash. Users now have to scroll through a feed ranked on what the algorithm calculates they’ll like best, personalized by profiles they follow and content they interact with regularly – as well as using past behaviours to predict what is important to the user. 

However, the algorithmic feed has often paid off for brands and businesses! Because the feed is personalized to each user, your business or brand is more likely to generate leads from loyal followers. 

If the “Latest Posts” feature comes to fruition, identifying your follower’s habits and learning when they’re online will become crucial to when you publish your posts. 

Digging through Instagram’s analytics will give you some insight. Hootsuite wrote a blog and created a tutorial on how to use Instagram’s insight.

Content is King

Algorithms and app development aside, the most important thing your brand or business can do to keep followers engaged is to consistently create quality content! 

Five tips to create awesome videos for social 

Stats show there are 100 million hours of video watched per day. This means that consumers are eating up video content on the daily and the possibility of reach is huge! 

81% of business owners are using video as a marketing tool – that’s up from 63% from last year. It’s clear that video is becoming the winning way to consume media online. 

Creating, editing and finding time to record can be fun and easy with a few simple steps. 

Executing these five tips may make creating video more fun and possible for your business! 

One. Drive with emotion 

By figuring out who your consumer is and how their brains work, you can create content that will tap into the emotions of your customers and inspire them to share information, be helpful or express themselves. Interestingly, the reason why people consume information is widely based on their psychology and the numerous factors that play into this. 

Two. Create videos that are fun to watch!

Ensuring that your videos are clean, well presented, aesthetically pleasing and easy to understand will keep you ahead of the competition and ensure that your viewers are engaged! Don’t be afraid to take risks; purchase some props, clothing or backdrops that are in line with your brand and get creative! 

Three. Make your brand relatable

Showcase your brand culture, a BTS look at your process, your employees, your day to day tasks, anything that shows viewers that you are just like them. However mundane it seems, people like to connect to you on a real level! The day to day tasks will show people that you are tackling the same obstacles as them and have them feeling like they are part of your journey. 

Four. Call to action 

A call to action is a reminder for viewers to keep themselves informed and in the loop! At the end of every video, remind people to tweet, comment, share or follow. This small reminder will keep people involved in your community and sharing your content! 

Five. Tell a story 

Planning ahead will help remind you of your message. It can be information or inspiration but your video should tell a story either about your brand, yourself or your product and be less focused on the marketing details. 

 

With more people consuming video online than ever before, creating and executing creative videos for your business doesn’t have to be a daunting task. Make it fun, tell a story and always remember the end-user! 

Fans want to be entertained, informed and inspired. Want to know if your content is making an impact? Check out how to measure your social ROI.

Killer design inspo for your Instagram feed

We all know content is king and when it comes to Instagram: the more curated your content, the more you will have people stopping and coming back for more. Killer visuals + catchy captions = an IG account that reigns king. 

Because Instagram is made up of scrolling feeds of images, people absorb your images before reading your content. This makes it the perfect opportunity for curating a feed that showcases who you are! 

Having a visually appealing feed to showcase your work in a way that is visually striking, but catchy captions are also important. Knowing how to write great captions will bring your feed full circle and set you up for an Instagram account that is both beautiful and interesting – the best of both worlds. 

Check out some accounts that are killing the Instagram game 

@juniperoats

Killer design inspo for your Instagram feed

We love the feed @juniperoats has created. She is a graphic artist and designer with a minimalist edge. Separately, her images are unique photo collages, small pieces of art. They are tied together with a soft pink backdrop and monotone black and white pops within her images. Together, the feed looks like a scrolling mural. 

Her feed also acts as a storefront to sell her cute home pieces via Instagram. Super creative and well put together, her feed makes us want to revisit her to see what designs she’ll come out with next.

@beyond.clothing

Killer design inspo for your Instagram feed

On the other hand, not all brands are trying to sell their pieces, but are instead creating a lifestyle around them to inspire their customers. Beyond Clothing has scattered their feed with travel photography from remote, cold locations, selling their layering technology gear. The feed at a glance reads as a travel blog, but we love the raw, adventurous feeling it gives that isn’t just photos of their clothing. The remote locations and photos of people adventuring in the wilderness are tempting us to buy a jacket and a book a flight. 

@tiffanyandco

Killer design inspo for your Instagram feed

Everyone knows Tiffany’s and naturally we would expect them to be killing their Instagram feed. With poppy, colourful visuals, their feed transitions by the season, where each photo is perfectly curated to match what’s new in the season. 

The platform is also being used to showcase and sell products and as an online catalogue of their merchandise. The jewels are sharp and basking in light, making them extra sparkly. The whole feed is tied together with pops of that classic, unmistakable Tiffany blue. 

@RiskiNovianti

Ok, hats off to influencer @RiskiNovianti and her feed that is KILLING us with her colour-blocked series. She has a brilliant way of inspiring us to add more colour to our lives and making her colourful story series flow beautifully into itself. One month it’s bright pink, one month its pastel pink, another monochromatic black and white. Her locations are purposefully and carefully chosen to match the colour of the minute, using bold and bright filters that bring her photos and her feed to LIFE and inspiring us to pay attention to the details just a little bit more. 

Your industry doesn’t have to be artistic for you to have a beautiful feed. There are a ton of businesses we love that inspire us every day. Whatever your style, Instagram is also a platform to showcase, sell and show off your brand, your work or your product. More than ever, your Instagram feed is becoming a second website that can be visually curated to show off your unique style and make a bold statement. 

Choosing a style and running with it is key and knowing who you are as a brand is crucial to this! Need a hand? Check out our steps to writing a social media style guide to get you started! 

Does Google delete reviews?

Does Google delete reviews?

Recently we’ve been asked this question by one of our clients, who was told that Google deleted reviews that came from anyone who got to your review page via a direct link you provided them. This is not true!

However, they do have a tendency to delete some reviews and its algorithm will flag them as spam (even if they’re not). Here’s what Google deletes, why, and what to do if you’ve spotted your Google reviews gone MIA. 

Here are eight reasons why Google would flag and delete your reviews: 

one. If the reviewer is a manager of your Google My Business

This one might seem obvious but if a review is left by a page manager, google doesn’t think it’s been left by a legitimate customer, flags it as a conflict, and deletes it. 

two. If more than one review share the same IP address 

Google algorithms will pick up on a repeated IP address. When different reviews are coming from one address Google marks it as fishy and inauthentic.

three. If the review was written from your physical location 

Google has your business IP address linked to your account so any reviews coming from the IP address linked to your business page are not going to fly. 

four. Too many reviews at once 

If you’re thinking of sending a mass email to your entire client list to remind them to leave a review, hold off. Google triggers go off when too many reviews are left in a short period of time. So be sure to space out those requests. 

five. Is the review from a land far, far away? 

If your business is located in Vancouver, it doesn’t make much sense that reviews are coming in from Brazil. 

Six. Did someone leave a phone number?

Why? Phone numbers in reviews are unnecessary and trigger spam alerts in the google algorithm.

Seven. If there is a link in the review 

Ask your clients to re-send reviews if there are links or URLs in the review or google might detect spam. 

Eight. Do all of your reviews look and sound the same?

It’s nice to ask your clients to politely leave a review but if you are scripting them into a review or making too many suggestions, spam alerts go off.  If your reviews look and sound the same they may get binned. 

 

What can you do if Google’s deleted your reviews? 

Unfortunately, you can’t do much except go out and get more legitimate reviews. There is no system in place that will bring back deleted reviews so as soon as Google deems a review as spam, it is gone, never to be seen again. 

Don’t sweat it! Obtaining new clients and providing them with a 5-star worthy experience is a more achievable (and boos-like) goal and the reason you started biz in the first place! So we think getting more legitimate reviews should be your new objective. 

Also after that 5-star experience, don’t go without asking a new client to leave you a Google review! It’s the face and reputation of your business online and if they are happy with your service, it’s a great way for them to recommend you to other people. 

The more solid reviews people read from strangers the more they are inclined to trust you. Not to mention that all this reviewing is adding keywords to your business, which is increasing your ranking in Google searches and algorithms. Win-win. 

Want to get to the 1st page of Google search results? Here’s how.

How to use Pinterest Trends to power up your marketing

Using Pinterest in your digital marketing strategy? Well, then you know that keywords = king. 

Pinterest just released Pinterest Trends: a search tool that will be insanely valuable to marketers and brands everywhere. 

This new tool allows users to search for the most popular keywords within specific industries and see how well those keywords have performed over the course of 12 months. Only available for trial in the US right now, hopefully, Canadians can get our hands on this impressive tool very soon! 

How does the new Pinterest Trends tool work?

Here’s what you need to know:

  • Looks up the most popular search terms within the last 12 months. 
  • Supercharges all brand campaigns: campaign curators will now be able to attach those keywords to pins and campaigns and drive content into the streams, making the possibility of it blowing up closer than ever
  • When uploading a pin the option to search for keywords and add them to your pins is on a search bar on the right side of the uploader screen

A brand dominating the keyword game and using it for ad leverage is Tastemade. They used Pinterest analytics and noticed that the word WATERMELON was being used loads of times over the summer, created a dedicated watermelon pinboard and BAM ended up with a viral watermelon campaign board. 

Trending graphs that Pinterest has released alongside the trend reports and keyword search that make for a visually stimulating and insightful research project: 

Using this new tool is going to drive market research on Pinterest and allow for more targeted, more curated campaigning also giving marketers and brands the opportunity to stay on top of trends in their industries. Although the tool is only available in the US (for now) you can check out Pinterest’s comments on everything trending for 2020 here

Want to know if you should be marketing on Pinterest? Read our go-to guide.

How to market to Millennials: A guide to the social media platform, TikTok

Let’s face it, Millennials are tough to market to – especially on social media. They use Instagram differently than people over 25, and they don’t use Facebook… like, at all. 

But they’re all over a new-ish social media platform called TikTok

If Millennials are in your target market, you need to take a look at TikTok. 

How the latest social media platform, TikTok, works 

To start, let’s talk about the basics. TikTok – which included the app formerly known as Musical.ly – started out as a social media site for amateur lip synch and mini-music videos. But that all changed in 2017, when the app broke out of its mould and became a more widespread video platform. There’s still an artsy bent to a lot of the posts, with Millennials showing off everything from their dancing to their pranking skills. 

“But isn’t that just YouTube or Vine all over again?” 

Yes and no. 

Like YouTube and Vine, users create accounts and upload or shoot videos. Then other users give “hearts” (AKA likes), comment, and connect over the videos. The big difference between TikTok and those other sites is that the users are almost exclusively under 25 and that the videos are no more than 15 seconds. 

How do you make this new social media platform work for your company? 

TikTok gives you a way of directly marketing to Millennials. The trick is to not use marketing techniques that are too blunt. Since the platform is still new-ish, it still feels authentic. That means any marketing needs to be subtle. 

Because of that, we’d suggest working with young influencers who are already popular on the app. Their content bank makes sure that their audiences feel like it’s not about the money, money, money. 

Once you have the right partner to team up with, go for some subtle product placement. This isn’t too hard to do since you’re dealing with videos. The trick is just to keep things subtle. Make the product feel like part of the video instead of creating a video about the product. Not sure how to do that? This is where working with a social media marketing agency can help. Talk to the experts about strategies that’ll work for your company and product. 

Is this the next BIG social media platform? 

Friends and clients of Legendary have heard our founder, Erin, talk for several years about how a THE new social media platform would be coming soon. She predicted a video-based platform that is far more user-friendly that YouTube. TikTok ticks those boxes. 

It’s like a mix of YouTube and Instagram, with a sprinkle of Snapchat. 

So… is TikTok the next big thing in social media? Erin’s not calling it yet, but it does feel like TikTok will stick around and has at least some clout in the social media landscape… unless it gets bought out by Facebook. That would end its explosive growth trajectory – fast. 

Instagram API changes 2019

A little while ago, we talked about how everyone was having a WTF social media moment with Instagram. At the time, we didn’t know if we were looking at a bug that would soon be squashed, or if Instagram was changing its algorithm. We still don’t have any official reports, but we’ve heard on Reddit that Instagram is tightening up its API. 

The scoop on what’s going on with the Gram 

The Instagram weirdness affected our account, those of our clients, and thousands of others. And the news we’ve got now only makes the situation suckier: Instagram seems to be moving to a pay-to-play system, especially for Business accounts. 

What does that mean? 

Basically, the only way to get your content in front of followers’ eyeballs is by boosting posts. While we don’t like this change, it doesn’t come as a real surprise. After all, Facebook does the same thing, and Facebook owns Instagram.

But the problem doesn’t end with pay-to-play… Instagram has blocked software, apps, and service providers help with account growth and engagement. They’re also getting busy flagging accounts that use these providers. 

Just because Instagram is changing things, doesn’t mean your social media has to suffer. You just have to know how to make Instagram’s new system work for you, and change your growth strategy.

How to still get the most out of your social media 

1. Learn what works 

With Instagram seemingly having changed their API, you need to re-learn what works for your account. Track your analytics to see how your posts are doing now. Once you know what works, follow what you find! Because in order to get attention on Instagram now, you may have to change your social media game. 

2. Boost posts… selectively 

With Instagram tightening up the chance for new followers to discover you, you may need to do some boosts. The trick is to pick the right posts to spend that money on. So after you’ve discovered the posts that are hitting the best, give them a boost. And then stay on top of your audience engagement so you connect with any potential new followers who discover you. 

3. Disconnect from any untrustworthy growth services 

Instagram is on the hunt for anyone working to help users grow their followings. You don’t want to risk of being flagged and suspended for activities that violate Instagram’s terms and policies. Avoid that by getting rid of links to untrustworthy growth services. Do it… Now. Seriously. 

4. Get some help 

Already feeling overwhelmed? Get some help with your social media! By working with a professional, reputable social media marketing agency, you can hand all this Instagram drama over to someone else. That way you get to focus on what you love most about your business! 

 

How much does Instagram influencer marketing cost?

 

Instagram influencer marketing is a key part of social media marketing today. Just think about how many times you see “#ad” while scrolling through your Instagram feed!

And let’s face it, Instagram influencer marketing has blown up because it works.

But what does it cost – and is it worth it?

Why you need Instagram influencer marketing for your company’s social media strategy

In the past, it was more common for influencers to be willing to post something for free in exchange for use of your product or service, but that’s not the case anymore! Influencers who have fewer than 3,000 followers might be willing to do a trade, but even they may expect to get paid!

It’s only fair – the influencer is creating content for you (photos, videos and a caption, as well as managing comments on the post about your brand), so they should be compensated for their work.

The bigger the influencer’s following, the more they usually charge. Aside from that, there isn’t much consistency at all! We see influencers charging anywhere from $100 to $1,000 for an Instagram Feed post and a Instagram Story or two.

But while there may not be a standard Instagram influencer marketing rate, you can calculate a fair price. Follow these few simple steps to find the Instagram influencer marketing price that’s right for you!

The steps to establish Instagram influencer marketing rates and costs

One: Decide what your budget is for your influencer campaign

It’s easy to get swept away by influencers with big audiences and flashy posts. That’s why it’s so important to have a clear budget going into your campaign. It can be hard to negotiate if there’s no wiggle room. That’s why we always suggest having a low and high number for the total budget of the campaign.

Two: Contact a social media agency or create your own list of influencers

This is where having a social media agency can be very important. While you can put together your own list of influencers, how will you know if their followers are real? Will your post be shown to the right audience? Will the influencer act professionally when responding to comments? Does the influencer represent your brand in the right light? Will they post about your competitors in the near future? Most social media agencies maintain lists of influencers they know and trust – and that would be right for your campaign. By working with a professional, you can get your campaign up and running fast. Plus, you can save yourself hours of work!

Three: Vet the influencers or have them vetted

Again, a professional can really help at this point. They know how to vet influencers – and will have already vetted anyone on their influencer lists. If you are handling your Instagram influencer marketing alone, make sure you look at the influencer and their past engagement. Any vetting should include reading old posts, ensuring there’s no content that is going to be an issue for your company.

Four: Keep in mind how many followers your company’s account has

The larger your following and the more recognition your brand has, the more bargaining power you have. That’s because, if you have a large following, you can also help the influencer get more attention and followers, which translates to more success down the road.

Five: Approach your desired influencers

Now you’re at the first contact point. Make sure that when you get in touch, you explain what you want from the influencer. Let them know why you want to partner with them. The more personal you make this pitch, the more likely an influencer is to sign on! Finally, ask the influencer their rate.

Six: Negotiate

Be careful with this one! You want to negotiate, but within reason. If an influencer says their rate is $1,000, for example, don’t come back offering $250. Not only is that not going to happen, but it’ll probably be seen as insulting! So be cautious and respectful. If the price ends up being too high for you, let the influencer know and move on.  

Seven: Confirm your influencers

It’s decision time! Decide who fits within your campaign budget. Pick which influencers are the best fit for your product or service, as well as your company as a whole.

 

Hoping to check out some Instagram influencer marketing in action? Check out this recent influencer campaign we ran for our client GOeVisit!