Tips to ignite excitement around a product launch: what we learned from Fashion Week

It is always exciting to share new products with your consumers. Along with all of the effort put into external promotion, however, we can’t forget about creating content for our own platforms. As we always say at FACTEUR PR, “own your story to share your story!”

Want a tip for approaching your social media in a potentially different way? Treat the drop of a new item like an event! Who wouldn’t want more customer anticipation building up to the release?

The concept:

A good source of inspiration for this kind of strategy is in the fashion industry, specifically how luxury brands engage followers during the release of their collections each season at Fashion Week. An easy way to look at the shared content is in three parts: before, during, and after the event. Instagram, and particularly Instagram Stories, are becoming increasingly important and utilized for brand engagement. Here are some examples of what to look for and share.

Luxury brands are often known for being the least transparent in the industry, so any glimpse into the process is widely welcomed. The desire for transparency is growing in consumers at all market segments, so it is a good thing for small businesses to keep in mind as well!

Pre-Show:

  • Instagram Story Takeover (example: a show attendee shares the process of getting ready for the show.)

  • Small Detail Posts (example: sneak peeks of the show venue, inspirational quotes or images that contributed to the designs, and glances at the production process catch the attention of followers.)

  • Attendance List (example: if someone cool is showing up or is otherwise involved, let viewers know.)

During the Show:

  • A Garment in Motion (example: choosing a few of the strongest or most unique looks from the collection works well when shown on the model in video or photo form.)

  • The Finale Video (example: even a fraction of the moment when all of the garments can be seen at once provides the observer with a good grasp on elements of the collection.)

Post-Show:

  • Attendees’ Responses (example: a candid interview occurs to capture the emotional responses of a variety of viewers.)

  • Edited Visuals (example: the sharing of final images and/or videos of the looks occurs after they have been sorted and edited to meet the company’s level of quality and aesthetic.)

An elegantly applicable brand to observe is that of Dior, one that is often acknowledged for their extensive social media content. On September 24, the luxury fashion house showed their Spring/Summer 2019 RTW collection in Paris. Its Instagram account utilized the story feature throughout the day. Instead of following the pre-show preparation of a well-known influencer, they featured a fresh-faced model describing each part of the fashion show she experienced (shown above). Luxury brands are often known for being the least transparent in the industry, so any glimpse into the process is widely welcomed. The desire for transparency is growing in consumers at all market segments, so it is a good thing for small businesses to keep in mind as well!

How to apply it:

Each of the kinds of content described can be translated and pared down to your specific products or services before, during, and after a launch. Post a sneak peek of the cool packaging or a video talking through your sources of inspiration. After the product is released, maintain its new position in the market. Though your business likely does not have the ability to make the volume of content that a brand such as Dior has, sharing a handful of quality visuals in the following days is already a significant reminder to your audience! At FACTEUR PR, we can’t say enough about the importance of continuing on after a big brand moment has happened. Keeping up public relations both online and off is a constant endeavor, so keep it fresh and creative!

Looking for assistance with your public relations and social media strategy ahead of your brand or product launch? We can help! Head to our Contact page to get started!

Instagram Story images c/o @dior. Cover image c/o Cleo Glover.

Yield better results on Instagram with a little curation and cohesiveness

Instagram curation

We all want to create those beautiful Instagram pages that bring in new followers that turn into clients and customers. We know the pages I’m talking about — the ones that have all the pictures that are so beautiful, edited well and content that is well-curated.

Mav Social recently published an article on creating a feed on Instagram that matches your brand and looks cohesive. Their helpful articles explains that while “your photos look brilliant when viewed individually, they could be a jumbled mess when seen together,” which is one reason to create a beautiful feed. Nobody wants their first impression to be a messy one. Brand recognition will also help people remember you! If you have a beautiful page, people won’t have to even look at your handle to know it’s your content, automatically knowing in their mind that this picture belongs to you!

@FACTEURPR

@FACTEURPR

How do these brands do it?

Well, I wanted to share some insider tips! This blog post was inspired by FACTEUR's own Instagram feed. I am amazed by how well Reena, the founder of FACTEUR, puts together each Instagram post to tie so well into the rest. She makes sure the colors are cohesive and that everything is on-brand and is recognizable for our audience.

Knowing your audience is super important when launching a brand as well as when marketing one. I run a personal blog, and I can definitely attest to this. I run an Instagram page as well, and I know that my audience would be thrown off if I all of the sudden started posting a black and white photo when the rest of my pictures are very colorful and highly saturated. I know my audience enjoys and expects bright colors and through researching other Instagram influencers they follow, they engage with similar pages.

While it may sound boring to post content that all matches, it actually becomes very appealing to the eye of the follower.

In the Mav Social article I mentioned earlier, they shared this photo as an example from Fossil’s Instagram feed. It shows that they choose consistent colors to focus on, but so followers don’t get bored, they switch up the hue every nine photos.

@FOSSIL

@FOSSIL


While the content may not be exactly the same in each individual photo, overall it still looks cohesive and their photos are always of high quality.

A new website that I recently learned about and saw that was given also as an example in this article is  the blog on Design-seeds.com. This blog offers  a great way to figure out a color palette for your brand/company. Here are some examples of the ways they help inspire you:

@INSOMNIA

@INSOMNIA

 

As you can see in this photo that @In_somnia_ used on their Instagram, they were able to pull out these beautiful six colors. Out of these six colors, they could decide to continue using a few of them in their upcoming Instagram pictures!

Imagine if this picture was randomly thrown into one of the color schemes from Fossil. It would look out of place and if a follower was looking at the Instagram page, some followers may be turned off by how out of place the picture looks and leave, meaning you would lose out on a new follower, sale or future customer.

A sense of unity, even on your Instagram feed, makes your audience feel part of your brand.

Visual Psychology

Streamlining the look and feel isn't about deceiving your audience. In fact, with so much noise on social media, it's helpful to post things that are only relevant (and save the fun, on the fly stuff for your Stories!). Photos can create an emotional response to your audience, so make sure you are helping to create the right ones!


Apps to help you edit your pictures

There are so many options out there today for you! Choosing the right one for you may take a couple of tries!

My top three suggestions for apps to help you edit your pictures:

  1. VSCO: great for creating each picture with the same filter

  2. Lightroom: awesome for editing details/specific colors in pictures

  3. A Color Story: fun and creative filters as well as editing functions like Structure, Curves, and more

Now, don't forget that photos aren't the only thing you need to developing an engaging Instagram presence. Once you create eye-catching and on-brand visuals, you need relevant and powerful captions, as well! 

Need help on ideas of what to post? Check out FACTEUR's Instant Resources section and get your hands on some content calendar worksheets for a year's worth of ideas to get you inspired and started! 


Danie Minor is a recent graduate of Kent State University, where she studied public relations. She is passionate about all things having to do with social media and influencer relations.

Five social media tips for 2018

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Every Friday on Instagram, we are answering your marketing and communications-related questions on Stories! That includes topics such as media relations, advertising, social media, influencer relations, blogging, content marketing, planning, pitching, SEO, and more. This week's Q&A notes are below, and be sure to follow @FACTEURPR on Instagram to see our past and present Q&As, too!

Q: How do I grow my social media following?

A: This topic is HUGE. So huge, we spend a minimum of three months with our coaching clients researching, developing a strategy, and working together on creative, narratives, schedules, measurement, and more. (You can learn more about that offering here.) However, that doesn't mean there aren't tactics you can use now to see results. The new year is anticipated to be a tough one for brands on Facebook and Instagram due to algorithmic changes, but all that really means is pivoting our strategy just a bit to focus on conversations around content rather than strictly selling. (Related: Grow your brand or business with content marketing)

1. Post more video content

For several years now, predictions about the mounting impact of video marketing have only escalated. Year-after-year, video content consistently claims the top spots of seemingly every must-have marketing list, and ours is no different. Just take a look at these incredible statistics released by Hubspot just last year:

  • Video will account for 80% of all web traffic by 2019.
  • 90% of customers report that product videos help them make purchasing decisions.
  • 64% of customers are more likely to buy a product online after watching a video about it.
  • 80% of customers remember a video they’ve watched in the last month. 

If you're looking to gain awareness for your brand and sell products, consider video as part of your marketing strategy this year. And we don't just mean fancy, expensive videos. Platforms like Instagram Stories and Snapchat were set-up to steer users away from uploading rehearsed or professional video content. Instead, consider tip number 2.

2. Go live or go home.

That's live as in live video, not living life (although hey, we should all do that part, too!). Before you changed your notification settings, if you ever did, you may have noticed that many times when a page or person goes live on Instagram or Facebook, you receive a notification. This isn't happenstance. This is a feature these platforms are pushing to encourage meaningful, real-time conversation. Make a date with your audience and take the time on Facebook or Instagram Live to announce a new product or service, or answer questions about a specific topic. (Related: Friday Q&A: Your PR and marketing questions answered)

3. Use hashtags wisely.

People are following you on social media for a reason. Never lose sight of that reason and make it crystal clear for potential followers.

Each Instagram post allows for 30 hashtags to be attached to your photo. That is 3-0 opportunities for people to find your content. Use every opportunity available, meaning all 30 hashtags if you can. Vary them up post-to-post and make sure you are only using hashtags that are pertinent to the content you're posting and/or your brand. Pro-tip: At the end of 2017, Instagram rolled out a new feature where you can follow hashtags. This is a great new way to discover content and interact with it while scrolling through your feed. Follow those hashtags!

4. Focus on relevancy and relationships.

People are following you on social media for a reason. Never lose sight of that reason and make it crystal clear for potential followers. Focus on a strong bio, solid branding, and consistency in your message and voice. For example, if your company offers interior design services, chances are the majority of the people who are following you are interested in seeing and learning more about interior design (but of course, check your analytics to confirm!). That should be the focus of your feed. It's great to break things up with a post here and there from your lunch outing or vacation, but make sure you are balancing that with the content folks signed up to see. We often suggest creating a "social media formula" for your page, and would be happy to help with that. And don't forget, engagement is a two-way street. There's nothing like building valued relationships with returned likes and comments, too! 

5. Remember quality over quantity.

We always say social media is an art as well as a science. The way you present your brand is just as important as the hashtags you use and the frequency you're posting. Be sure to spend extra attention on crafting your creative, prioritizing quality content (photos, captions) over content to post for posting's sake. Pro-tip: Hire a professional photographer once a quarter to take "stock photos" of you, your team, your newest products, your store, etc. to share on social media and use for PR. Need content ideas? Be sure to check out our curated content calendar downloads for story ideas!


Have additional tips to share? Leave them in the comments below!

Do you have a marketing and communications related question you'd like to see answered? Share it in the comments below, send an email, or head to our Instagram page and send us a direct message!

Need more assistance? FACTEUR is here to help. We would love to work with you on a tailored public relations or integrated marketing and communications strategy for your brand and business. From planning to pitching, and consulting to creating, we're as hands on as you need. Learn more here.

 

New Instagram Stories features, Pinterest rolls out hashtags, and e-commerce tips to build customer loyalty

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Welcome to the 12th edition of Three on Thursdays, a series here on our blog devoted to sharing a few of latest marketing and PR insights and tips to help grow your brand and business. Every week, we'll handpick three good-to-know tips or resources that can help educate and inspire your own efforts. Be sure to sign up for our weekly newsletter below to get these and other tips delivered to your inbox every month!

Here are this week's highlights:

1.) Instagram releases three new Stories features.

Instagram has unveiled three new features for Stories this week: a sticker to poll your followers, plus a color picker for text and brushes and an alignment tool for text and stickers. Learn more on the Instagram blog

Related: Check out our five tips for using Instagram stories to build your brand or business.

2.) Pinterest rolls out hashtags.

While you could have always hashtagged your Pinterest posts, it was just recently that hashtags became clickable and searchable as a feed on the platform. This is huge for the platform which has long been used for its search capabilities. Pinterest is recommending not more than 20 hashtags per post at this time. Read more on the Pinterest blog.

3.) Eight e-commerce trends brands need to incorporate to ensure customer loyalty

Here at FACTEUR, we are big fans of PR Couture. Currently we're reading this article on e-commerce trends, which actually sound less like trends and more like actionable advice to us! It's all about the sensory and simplicity. Read on!

Related: PR Couture features FACTEUR PR


FACTEUR PR is a boutique integrated marketing and communications studio based in Cleveland, Ohio. We work alongside independent businesses, nonprofits, creative brands, and agencies in making the most of their public relations, social media, content marketing, creative projects, and more. Get in touch to learn more!

The benefits of content marketing, Instagram reveals new comment features, PR spending on the rise

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Welcome to the 11th edition of Three on Thursdays, a series here on our blog devoted to sharing a few of latest marketing and PR insights and tips to help grow your brand and business. Every week, we'll handpick three good-to-know tips or resources that can help educate and inspire your own efforts. Be sure to sign up for our weekly newsletter below to get these and other tips delivered to your inbox every month!

Here are this week's highlights:

1.) The measurable benefits of content marketing.

The Content Marketing Institute just released survey results from its recent study on content marketing habits and results. The survey showed that 65% of content marketing programs in 2017 were more successful than in 2016? What is credited for this success? A documented content marketing plan, commitment and delivery, for starters. 

Related: Learn more about our content marketing services.

2.) Instagram announces new comment controls.

Instagram just announced two new ways to control the comments on your posts, whether your account is public or private. This will be particular of use for your business account in helping to block spam bots from posting unrelated or self-promoting comments on your photos and videos.

Related: Check out our five tips for using Instagram stories to build your brand or business.

3.) PR spending will be on the rise for the next five years.

Adweek just reported that based on a recent study, PR and marketing will not only become more closely joined together, but that PR spending will specifically increase over the next five years. Read more.

Related: What is PR, and how can it help your brand or business?

Compiled by Reena Goodwin, Anna Huff, and Julie Hong.


FACTEUR PR is a boutique integrated marketing and communications studio based in Cleveland, Ohio. We work alongside independent businesses, nonprofits, creative brands, and agencies in making the most of their public relations, social media, content marketing, creative projects, and more. Get in touch to learn more!

Changes to Instagram and Twitter, plus a Netflix PR win we can all learn from

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We're back! Welcome to the 10th edition of Three on Thursdays, a series here on our blog devoted to sharing a few of latest marketing and PR insights and tips to help grow your brand and business. Every week, we'll handpick three good-to-know tips or resources that can help educate and inspire your own efforts. Be sure to sign up for our weekly newsletter below to get these and other tips delivered to your inbox every month!

Here are this week's highlights:

1.) Twitter announces new 280-character limit.

A select few Twitter accounts now have the ability to tweet up to 280 characters, double-that of its historic 140 character limit. But you can enable the increased word count on your account now

2.) Instagram is allegedly adding one more photo across to your grid.

This one has us scratching our heads a bit. Many of us know all too well how our grids are part art, part science. This would change things. Have you seen four-across grids pop up on the platform yet?

Related: Check out our five tips for using Instagram stories to build your brand or business.

3.) How to legally defend your brand while scoring a PR win.

We are currently loving how Netflix handled a recent legal matter concerning a Stranger Things licensing issue. Talk about staying true to your brand voice!

Compiled by Reena Goodwin, Anna Huff, and Julie Hong.


FACTEUR PR is a boutique integrated marketing and communications studio based in Cleveland, Ohio. We work alongside independent businesses, nonprofits, creative brands, and agencies in making the most of their public relations, social media, content marketing, creative projects, and more. Get in touch to learn more!

How to post on Instagram from your desktop

Guide to posting on Instagram from your desktop computer

Instagram has always been a mobile-only social media platform, and certainly still is. And while many social media management programs such as Hootsuite have boasted the ability to post on Instagram through your desktop, it still has never been fully possible. However, just recently, a workaround on the Chrome browser has come to light. We just tested these five steps to posting photos from your desktop computer directly to Instagram, and it totally worked. Give it a try! 

1. Open the Google Chrome browser on your desktop, and head to Instagram.com.
2. Right-click anywhere on the webpage.
3. From the drop-down menu, select "Inspect."
4. You will see a window like the one pictured below. Above the Instagram feed on the lefthand side, select the size of the mobile device you would like to preview.
5. To upload a photo, click the camera icon on the preview window as you would on Instagram through your mobile device. You'll be able to add a caption and hashtags as normal, too! 

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There you have it! A quick and easy way to upload photos directly to Instagram from your desktop! Did you try it? What do you think? 

Three on Thursdays: Instagram Stories introduces ads, Facebook launches Journalism Project, and more

Welcome to the ninth edition of Three on Thursdays, our new blog series where you'll find a few of latest marketing and PR insights and tips to help grow your brand and business. Every week, we'll handpick three good-to-know tips or resources that can help educate and inspire your own efforts. Be sure to sign up for our weekly newsletter below to get these and other tips delivered to your inbox every month!

Here are this weeks highlights from FACTEUR PR:

1.) Instagram Stories is introducing ads.

Instagram announced yesterday that it will begin adding videos ads and more analytics features to its Stories feature. Since its launch over the summer, Stories has an audience of 150 million people using it every day (watch out, Spapchat, whose growth has been surpassed in speed by Instagram). Keep on eye on GM, Nike, and Airbnb, who are just some of the brands that will be testing the new advertising feature before it's unveiled more widely. (Full story from Mashable)

Related: Check out our five tips for using Instagram stories to build your brand or business.

2.) Facebook's "Journalism Project" launching to improve storytelling for media brands.

In an ongoing effort to strengthen ties with news organizations to showcase content in a more user friendly format, numerous stories at a time. Using Instant Articles, Facebook says it will set a feature with 10 media outlets - like Refinery29, USA Today, and more - to present readers with multiple, packaged stories. Time.com has the full story.

3.) How to target generation-specific audiences on social media.

With the rise (rise? more like conquering!) of mobile, it's no surprise that Americans check social media approximately 17 times a day. But who are they, what are they doing, and where are they logging in? This useful infographic courtesy of PR Daily explains more. 

FACTEUR PR is a boutique integrated marketing and communications firm based in Cleveland, Ohio. We work alongside independent businesses, nonprofits, creative brands, and agencies in making the most of their public relations, social media, content marketing, creative projects, and more. 

Three on Thursdays: content marketing priorities, segmenting the influence of each social media platform, and more

Welcome to the eighth edition of Three on Thursdays, our new weekly blog series where you'll find a few of latest marketing and PR insights and tips to help grow your brand and business. Every week, we'll handpick three good-to-know tips or resources that can help educate and inspire your own efforts. Be sure to sign up for our weekly newsletter below to get these and other tips delivered to your inbox every month!

Here are this weeks highlights from FACTEUR PR:

1.) What's being prioritized in content marketing?

Bookmark this great post by Joe Pulizzi at Content Marketing Institute. Citing a recent study of content marketing in the United Kingdom, two things stand out: committed marketers are more likely to put their strategy on paper and allocate a higher percentage of their budget to content marketing. What do you think?

2.) More comment control features unveiled on Instagram.

Coming soon to Instagram, you'll be able to manually turn off comments on your posts as you post an image and even after it's been posted, too. As a brand or business, how could this help you? Engagement is important - and we don't usually recommend turning it off - but perhaps you're going on vacation for a week and know you won't be moderating social media. Now, you can turn comments off on your latest post, for example. If you also happen to have a private account, you'll soon be able to delete followers instead of blocking them should you need to, as well. Read more on Instagram's blog here

3.) A look at market-drive and data-informed "power" of specific social media channels. 

While this post by Know Your Own Bone is aimed towards museums and cultural centers, I find it still very relevant for any brand, business, or company that understands the importance of online success to its overall success. By analyzing how much time people spend on social media with how people are using social media, we learn about the influence each network has on its individual audiences. Surprising, but not, Facebook is most influential - 11x more so than the runner-up platform, Instagram. So no, let's not be abandoning the Facebook ship just yet, or anytime soon. Read more via the link.

Three on Thursdays: Instagram snaps up more Snapchat features, Google drops Content Keywords, and more

Welcome to the seventh edition of Three on Thursdays, our new weekly blog series where you'll find a few of latest marketing and PR insights and tips to help grow your brand and business. Every week, we'll handpick three good-to-know tips or resources that can help educate and inspire your own efforts. Be sure to sign up for our weekly newsletter below to get these and other tips delivered to your inbox every month!

Here are this weeks highlights from FACTEUR PR:

1.) Why PR is the best kept secret in content marketing

Two weeks ago I linked to an article that talked about the importance of content marketing to PR. This week, I stumbled upon this blog post this week and just had to share that flips that claim, making it mutually beneficial. Writer Frank Strong discusses the importance of the relationship between public relations and content marketing - now more than ever. "The classically trained PR professional knows that markets are conversations. It's an inherent philosophy for being helpful, with a predilection for storytelling, and the patience to build trust and the knowledge that relationships take time. If brands want to put some jet-fuel in content marketing, invite the communicators to the table because PR is the best kept secret in content marketing." Integrating your marketing and communications efforts? We couldn't agree more! 

2.) Google removed Content Keywords report from Search Console

Heads up! Search Console, or once called Webmaster Tools, will no longer feature Content Keywords for your website. Since the introduction of Fetch and Render, which provides a visual reputation your crawled website, having the Content Keywords feature is now virtually obsolete. But don't be confused - Google still stresses the importance of optimizing your website with keywords to help people find your website. Learn more about this change here.

3.) Even more new Instagram Stories features

Two more Instagram Stories features unveiled this week. 
1.) Taking inspiration from Facebook Live, Instagram is rolling out a new live video feature in the coming weeks. Soon, users will be able to stream live for up to an hour, notifying your followers through the Stories bar at the top of the Instagram home feed.
2.) And still not to be outdone by Snapchat, once again Instagram takes a page from its book as well. Now, Instagram users will be able to send disappearing photos and videos with the platform's direct messaging system to one or more (like a curated group) users. Could be a fun way to send out disappearing coupon codes during the holidays, no?

Get the full how-to's on the Instagram blog here.

And in case you missed it, check out our five tips for using Instagram stories to build your brand or business.

*FACTEUR PR will be taking a break for the Thanksgiving holiday and will return with the next Three on Thursdays on December 1.


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