Building Your Financial Brand Using Instagram - Social Assurance
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Building Your Financial Brand Using Instagram

June 19, 2019
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Ben Pankonin 0:10
Welcome to building your financial brand using Instagram today with social insurance. I’ve been painting in founder and CEO of social insurance. And I am joined today with one of my friends and co workers, Sarah Donnelly. Welcome, Sarah.

Sarah Patrick 0:26
Hi. Hi, everybody. I’m excited for today’s webinar.

Ben Pankonin 0:29
It’s gonna be fun. This is gonna be a lot of fun. If you’re following us on Instagram, you may have noticed a couple Instagram lives. Sarah and I were doing just before this webinar, we were just kind of getting warmed up. Right, exactly. So anyway, we’ve got a couple from right here in the podcast studio, and then we’ve got some from kind of out in in our area. But would would love to continue that conversation. If you’ve got questions, feel free to tweet us with the hashtag social bank. Of course you could. You could probably message Messages, Instagram as well. And we’ll catch that. Also, if you’ve got other questions that you want to send to us privately, feel free to message us, right within the webinar control panel, you can shoot us a note, one of the two of us will be asking the questions and the other one will have to answer. I’m hoping that sir, you’re going to be the one answering all of these questions today. We’ll see. I’m excited to see what you guys have for us. So this is your second webinar here with social insurance. But I know you’ve been doing a lot of different things. You did some presentations down at Kansas City about how to use images for social media. And, and you really hold up the leadership role for all things designed for us at social insurance.

Sarah Patrick 1:39
Yeah, branding and design is something I’m really passionate about. And I think platforms like Instagram are a great way to kind of show off your brand and show off what your team can do and some fun and creative ways. So hopefully this will encourage and inspire some of you guys out there. I know kind of looking through some of your guys’s questions that you sent in beforehand. We have the variety of different levels, some people on Instagram and want to do it better some people that don’t know really anything on Instagram. So hopefully we can cast a wide net.

Ben Pankonin 2:09
Yeah, well, I’m excited to talk through this because, as Sarah and I work really closely together, whenever we have new design concepts, sometimes that feels like Ben’s random ideas that turn into things. So we kind of have jokes about that, but but we also have a lot of things where we collaborate and figure out what really fits our brand. And so Sarah is really taking a leadership role in designing what her Instagram should be at social insurance. And so we’ll talk through some of that. And we’ll talk through some of those concepts and what she does for banks and figuring out, hey, how do we create some rules guides to make sure that your Instagram can scale? So I’m excited to talk through that and we’ve got some fresh stats that I’d love to kind of start off with, to talk just a little bit about why Instagram is such a hot topic right now, for those of you who follow Mary Meeker, one of the top investors that she represents out of Silicon Valley, she comes up with a report every year. This just came out last week. So fresh stats on really why Instagram is killing it. One of those is because we’re taking more photos than we ever have before. So if you see the graph on the left, we’re nearing 1.4 trillion annual photos taken. That’s just crazy. Yeah, it is. It is absolutely amazing. When we start thinking about, you know, how many photos that are, I really need to do the math on that. So you know, if we’ve got a couple billion people on the planet, right? Yeah, we’re taking a ridiculous amount of photos. And Instagram, is now crossing our cross last year, a billion photos shared on its platform. So it’s, it’s accelerating. In its growth. And I think that’s a really interesting metric. When we start looking at the trends towards Instagram and photos being a core part of your social media strategies, I think it’s really important to see a little bit of the trend of growth there. So what we’re seeing in platforms like Facebook and Twitter, is that yes, they’re still growing, they’re not growing quite as quickly as they used to grow. So you’re still having and part of that’s just a maturity. They’re getting big enough. It’s sort of like saying, hey, how many new email accounts are we adding? The acceleration of email isn’t necessarily growing that rapidly, but so many people already have email. What we’re seeing there in that case is that Instagram is continuing to be a huge portion of the growth in our spent on digital media. So so that’s really growing. Your platforms like YouTube, and Instagram are really growing at the fastest rate. When we look at a younger people I love this graphic. We’ve been talking about this a little bit. Sometimes you forget until you look back. You know, I was on Instagram in 2011. And I thought it was really neat because it had cool filters, right. And it was a great way. At that time. If you remember back in the early days, you could create a photo on Instagram. And then you could share it and it would show up like a regular photo on Twitter, and Facebook at the same time. That was a big selling point for why you would use Instagram. Of course, as soon as Facebook bought Instagram, then Twitter said no, we’re not gonna lie to do that. It’s just a link now. But you know, their evolution of Instagram, really, from a user experience has trended dramatically, but part of that was trending towards their monetization. So

Sarah Patrick 5:50
yeah, absolutely. And turning towards, you know, businesses and being more friendly for businesses to be on Instagram. And you know, a question you might be asking yourself is why Instagram? Why should I put so much time because I mean, it is a time commitment and another investment, kind of my pitch behind that is if you can nail Instagram visually, then the other social channels they’re going to come in, they’re going to come pretty easy, they’re going to follow pretty quickly after that, because if you’re creating great, you know, content, for Instagram, it’s only one step away to tweaking it for other channels. So it’s kind of something we’re going to talk about here in this next section as well.

Ben Pankonin 6:28
Yeah, absolutely. And you know, when we think about that, we always have to think about, hey, where do they where does their money come from? Right Instagrams money is still coming from advertising. So we have to approach it with that in mind. So so as we kind of outline where we’re going to go, yes, we’re going to talk about Instagram and how it’s changed over time. Yes, I still have my dog’s Instagram profile out there. And we have a lot of fun. Don’t shame me for that. But you know, and we, we post food you know, I post a fair amount of On Instagram, but it’s a communications platform, it’s a way for us to connect with younger consumers. And it’s a way for us to, you know, share updates about our brand stories and to talk about products and, and really to make that more of a fun experience to engage with our brand. So, so, yeah, I think that’s a lot of fun. And, Sarah, I’m really excited because you’re going to talk to us a little about creativity. Yes, and and how we approach Instagram creatively. And then we’re going to talk a little bit about the workflow and, and ads, you’re also coordinating a lot of the ad placements that we’re doing on Instagram, and so I’m excited to hear your take on some of that, too. Yeah. Awesome into it. So from a creative perspective. You know, I think we talked to earlier, this is one of the most intimidating parts of jumping on Instagram is that we feel like we have to be creative.

Sarah Patrick 7:56
Yeah, absolutely. And, you know, kind of one of the ways we’re starting off this section is talking about creating content for different social platforms. And you have to approach one each platform differently because they are different platforms you know if you think about it, Facebook owns Instagram, but they still recognize that each Facebook and Instagram have their own values and strength. And so you know if we look at this next example over here of its First National Bank of Omaha, I thought they did a really great example of defining how to approach these two different channels when talking about the same content so here you know, we have national donut day it’s a fun holiday that you know, you can kind of jump on and create some great fun content with me see, so it’s the same day the same holiday with even within the same hour. And on Facebook, you know, they have more of a you know, promoted post geared towards their brand. You see their logo kind of, you know, featured on the doughnuts. I thought that was pretty fun. But then with Instagram, they took a very, very different approach where they had one person, you know, taking a big bite into a doughnut she had, she’s branded with the T shirt, but it’s more personable, it’s there’s a face to it, it’s a little bit more geared towards Instagram. And that’s something that you’re going to want to think about as a brand. And so kind of starting off this, you know, creative section, each platform is going to be a little bit different. But with Instagram, it’s going to be a little bit more geared towards that, you know, personal that relational and things like that, but it can still be branded and point back to, you know, a bigger focus. And with that also, something else to keep in mind with Instagram is you know, that each photo and each post is a partner of is just one part of a larger hole. And I think that’s one of the key differences with Instagram and approaching Instagram from a creative standpoint is Every single image and video and graphic you post, it’s not just stand alone, when you go to your Instagram page, you’re going to be able to see all of those posts at once. And so you really need to think of your page as a whole and plan out that grid each month. This is one example from the girl banker, she has a really great Instagram page and you can see that she’s clearly thought about that she’s thought through that, that pattern and I wanted also pause here and kind of define the differences between a photo and a graphic because that might be something that I’m throwing out throughout this webinar. So photos obviously a photograph, as you can see highlighted of you know, this, this branch picture but then when we think of a graphic, it’s going to be something that’s more animated, whether it’s, you know, a background with text on it, or maybe it’s sometimes people think of like a clip or image or something like that. And so even down to those little details of are you posting photographs are you posting graphics are you are you alternating, you know, there can be A lot of details that go into things. But those help define and create a beautiful Instagram page when you look at your brand as a whole. And so an exciting resource that I’m hoping to send out after this webinar is actually a brand guideline that kind of maybe will help you walk through how can you plan out and map out your brand’s Instagram page for one month at a time. And in that brand guideline, I actually include a mock up grid like this. And what I encourage brands to do is and this is even something that we do here at social insurances. We sit down, you know, every month and we talk about what’s happening this month. What promotions are we running this month, what are some fun holidays that are coming up this month, and then we literally map out on a grid, what we want our Instagram page to look like once this month is done. And even with that, that’s when you can play with you know doing some fun designs either diagonally or across. your Instagram page, maybe it’s some graphics with some lines moving across, or maybe it’s a series of photos that will fill up all three on one row. And so, you know, just kind of thinking that we have this conversation of you know, is my brand creative is my brand valuable? How do I approach this creative process and, and not being so overwhelmed with Instagram as a whole, but realizing it, that it you just have to prove that that value in that creativity one square at a time, and it really simply just comes down to that. And if you can think of it one square at a time, that whole bigger picture is going to eventually form over time.

Ben Pankonin 12:37
Yeah, I love that thought, sir. And I love the soundbite of saying you’re thinking about it one square at a time. I was just tweeting with Tim a little bit ago and he’s like, you know, I struggle with the instant part because I’m always so busy, so much going on. And I think when you’re thinking about that and saying how I want to play out one square at a time and space those out I think that’s a great, it’s a great pattern to start to think about. I don’t think we think about Instagram as a pattern A lot of times,

Sarah Patrick 13:06
absolutely. And something we talked about is, you know, Instagram, but that doesn’t mean that there isn’t planning that goes into it, right? It is an instant and fast moving platform. But if you’re every single day scrambling, we got to get a post out today, probably not going to be creating the most successful content that you can, when you’re looking ahead, it’s okay to you know, take a couple, I like to call them evergreen photos where you know, maybe it’s a picture of your, your branch or maybe it’s a picture of a teller or something like that and kind of keeping that in your back pocket on a slow month or a slow week when you’re looking at mapping out, you know, that month’s content, you can kind of pull that photo out and say this would be a great a great photo to kind of tuck in for this month and Instagram and you’re only then one step away to posting it to Twitter, Facebook, LinkedIn as well. So

Ben Pankonin 13:56
yeah, yeah, no, I like that.

So we think about how we think about rules for Instagram, right?

Sarah Patrick 14:04
Obviously, it’s geared a little bit more towards a young younger demographic and I think it’s okay to to play off of that and kind of speak their language. So I was kind of having a little bit of fun here quoting Urban Dictionary, you know, you can kind of hear the unspoken rules of Instagram and I was kind of thinking what is that and you know, their definition, a rule, usually concerning social behavior, which is known by all but spoken about by none. And I thought that was kind of funny because it’s not spoken by anybody. How are we supposed to learn these? right?

Ben Pankonin 14:32

Sarah Patrick 14:34
So we’re going to kind of walk through a couple of these so maybe keep in mind so that you know, you we don’t have some Instagram fails hopefully we can you know, help you have a successful Instagram page. Congrats,

Ben Pankonin 14:43
by the way for being the first person to quote urban dictionary for a webinar. Thank you.

Sarah Patrick 14:51
Okay, so first rule, please do not post the same image twice. I’d say that’s one of the biggest no nose when you think about if you’re doing mapping out your Instagram page for a whole month. And looking at it visually in that sense, just how visually unappealing it is to see the same image posted twice. When you post something on Instagram, it’s going to live there, it’s going to live on your page. So it’s still doing the same successful work, if it’s living there once than if it’s living there twice, and so don’t, don’t ruin that or, you know, lose that real estate by posting the same same image twice. So keep it to one, one time. The second thing is I always encourage people to edit their photo and that can be in a number of different ways. Obviously, we all know that Instagram has the filters, which are great and helpful. But also, I think a less used feature and maybe even a feature most people don’t realize is there is if you tap over to the right there’s also the Edit section, where you can go in and you can edit down to the nitty gritty details of your photos, brightness or contrast or adjustments and to me often when you play with those, you can often achieve a little bit more of a natural feel and edit to the photo. Sometimes you can see when something’s heavily filtered. So kind of two different places to start from there. But I think you should always be doing something to your photo increasing brightness or something like that. Maybe making a little bit more colorful.

Ben Pankonin 16:21
You know, I recently started using Lightroom on my mobile device. Yeah, because you can do presets. Yeah. So for those of you who like the Adobe Suite, Lightroom is pretty awesome. A mobile.

Sarah Patrick 16:35
Yeah, absolutely. And a lot of times is how brands achieve that very consistent look on their Instagram page is editing a photo in similar ways, Time after time, whether that’s always you know, I’ve seen some brands really own the blue in their photos and making sure that that pops or owning that, that clean, white crisp look or things like that. And so, that’s that’s another thing to talk about with your brand. What you know, what’s something that you guys want to own visually? And how can you achieve those even just in simple apps, or even on the Instagram page for editing?

Ben Pankonin 17:08
Yeah, I like it, edit, but don’t over edit. Absolutely.

Sarah Patrick 17:12
Um, kind of the third rule is, you know, captions and talking about keeping them to a minimum of two or three sentence, you know, Instagrams, a visual platform. And we don’t want to take away from that by adding paragraphs and paragraphs of text. I’ve also seen, you know, some brands go a little too heavy with hashtags. I think that they’re vital and important and key for joining conversations are targeting geography. But you also want to figure out as a brand, what are some hashtags that you can kind of own? What are some hashtags that point back to your brand, or, you know, maybe your location or maybe there’s a trending hashtag specifically in your town, that you can kind of, you know, literally tag off of, and so, I’m kind of thinking of those things also, as a brand and as a whole, what are what are your hashtags? So do you have any words You know, where can you start with that?

Ben Pankonin 18:02
Yeah, I like that.

Sarah Patrick 18:08
Kind of the fourth rule is, you know, thinking about obviously driving, anything you do back towards, you know, your marketing goals or promotions that you have going on. And the best way you’re going to do this on Instagram is adding that link into your bio, especially if you’re referencing something in a post. So I have two examples here. The first one with People’s Bank, they had a promotion going on capture the coin, it was a contest they’re running. And I saw that they had updated the link in their bios specifically for that campaign, which I think is really smart because it’s clearly something that they’re talking about. It’s timely on their Instagram page. So easy access to get immediate information on that campaign. Let’s say you’re not running a campaign though. I think you should always have a link in your bio. And whether it just points back to a general landing page where they can get More information about your product or services, we were also talking about how we see a trend, going where brands will post to a custom landing page with multiple links on that page. And that’s a great way to utilize some more real estate and drive some more people to different promotions or things that you’re doing with your brand.

Ben Pankonin 19:19
Yeah, feel free to message me if you’re not doing that. Or if your website template doesn’t support that well. But there’s some, some great ways to do that from your own website. Or, you know, if you need if you need a custom thing, you know, we can do that type of thing where you would have like four links on your on your page. So that way when you open it up, it’s just it’s just those four links. So there’s some cool ways to do that and accomplish that that are really cool. Yeah, I love that. I had a couple tweets to Todd just messaged me and said he uses Google snatch Snapseed. for editing photos. I’m using that to super cool. There’s a lot of little ways to kind of tweak that to make Make sure you get some consistency.

Sarah Patrick 20:01
Yeah. And I think also with that if you are using a specific you know photo editor make sure that everyone in your brand who has the ability to create content for Instagram also has access to those same editors so you’re not you know, you can tell when one person is edited a photo versus another person editing So some things to keep in mind there. Um, I think it’s important to brand every photo that you post on Instagram but that doesn’t necessarily mean you know, literally sticking your logo on a photo I think there’s some really creative and unique ways that you can brand a photo and I thought progressive had, you know, kind of some interesting examples of how to do that through their colors or through their logo appearing subtly in different ways. For example, you know, on the baseball or on this shirt, you can kind of see that blue color, it kind of pops without, you know, literally putting a badge or something on it that says, you know, this is my brand’s photo I there’s definitely you know, ways you can do that. If you you know, put logo on a photo. That’s fine. But also thinking that you know, outside the box, what are what are the colors that you can own? Or what are some things that, you know, some imagery that people associate with your brand or even with your town in your community? That’s something that we had been talking about also yesterday.

Ben Pankonin 21:15
Yeah, you know, it’s kind of funny when we get to work with, you know, financial institutions all across the country, and sometimes that outsider perspective, and if you think about it, when you go visit a community, I think about it, if you were to visit my town, there’s two things you would probably take a photo of, you know, in our community where the capital city, so you probably take a photo capital, and you probably take a photo of the football stadium because well, it’s important here, right? But But you know, you think about that when you look at your community, sometimes when you live in it, you don’t think about those iconic images as well. Right? So I love the way you’re sort of saying how do you how do you think of your brand, visually, I think that’s a great way to think about it.

Sarah Patrick 22:00
And then also, this is a pet peeve of mine. So I wanted to make sure we got this in Instagram. If you’re posting a video, make sure that you are providing a context of what what that video is showing. And the best way you can do that is by setting a cover photo, when you post that video up to Instagram. So this is an example. This is a really well known bank, I’m not gonna you know, obviously say their name, but I was really shocked when I came to their Instagram page, and I saw, what 3678 different videos and there was absolutely no context given as to what those videos were on. And I think that that’s a huge thing that brands Miss is, you know, videos are a great way to get more engagement to, you know, tell a really cool story about maybe something your brand has done or is doing. And when it lives on your Instagram page. The only thing people are seeing at first glance is that that cover feature image and so what is that? Is that going to be a little teaser that makes somebody want to click on that video and see what’s happening or is it just blue box where I have no context of what that video is going to be. So it’s definitely something you know to keep in mind. We have done that, you know, the re series are our famous guests, guests consultant Rhys and you know kind of getting a little bit of teaser that this specific video is about compliance. So if you want to hear Reese’s expertise on compliance, go and watch this video and you know exactly you know where to find it on our Instagram page. Yeah, Rhys has some great

Ben Pankonin 23:24
advice out there. I my personal favorite was her advice on conferences. hilarious and but yeah, you know, when you’re thinking about, Hey, I’m going to go post a video sometimes that closing ends up ends up getting dark, or the beginning starts out dark. And so yeah, if you could select a little bit different thumbnail, that’s really helpful.

Sarah Patrick 23:44
And then also even just, you know, down to the nitty gritty details of taking a photo. You know, rule of thirds is something that everybody learns in a beginner photography class and just a really basic way in order to kind of tell a story without Your photo and make and kind of differentiate whether this is a successful photo or an unsuccessful photo. And I like this example, because there’s a lot going on in the background. But that’s kind of telling you and setting the context. But the feature itself is this girl, it’s the journey that you’re following here, you know, her walking through the carnival, and the rule of thirds is simply just breaking down the photo into a grid. And wherever those lines intersect, wherever you see those dots are, those are where you’re going to want those feature key moments to hit on the photo. So kind of direct the viewers eye and finish that story. So you know, obviously, the girl is in the primary, right half of the photo, but then also kind of carries your eye out to finish the rest of the story of the context that she’s at. And so,

Unknown Speaker 24:47
thinking about taking a

Sarah Patrick 24:48
photo at an event or even at your your bank, or things like that, what’s the what’s the hero of the story, you know, what’s the hero of that photo that you’re trying to convey? And then providing a little bit of context to that The details in the background. And I think that’s just, you know, a simple way to approach every photo that you take. We saw that there’s, you know, what, over a trillion photos taken each year, or since, you know, 2017, and things like that. So, but that doesn’t necessarily mean every photo is a successful photo. So how do we define that? How do you, you know, kind of break that down in a simple way?

Ben Pankonin 25:23
Yeah. And I think sometimes we we sort of get lulled into this, because we have we take so many photos now that we can just take more and more photos, and some of them have got to be good, right? Yeah, that modality, we’ve talked about that. Well, you know, some of the time you know, I can stand next to my friend Rob is a professional photographer, and we’re in the same place with the same iPhone. And all of a sudden he comes out with something that I just can’t imagine, like how you could take a better photo in that moment. But I think this photo really draws some of that out to say, hey, you’ve you’ve sort of crafted that and said, Hey, you kind of want to follow her. Right, like you kind of want to see where she’s going. There’s some interest into that sort of abyss. lighting in this photo is great too. Sometimes, there’s just no sacrifice for waiting for the right lighting. Waiting for that sort of golden hour before sunset, when you’ve got some things, you know that sometimes that’s just what you have to wait for.

Sarah Patrick 26:24
If you can ever get natural light that’s going to be your best friend may or may go outside for that that team photo or something like that. It will

Ben Pankonin 26:31
it will be worth it. Get them up early. Yeah. Get into the office. Yeah. So, you know, talking about I had a couple tweets, autumn just tweeted me too and said, Hey, she really, really likes this grid idea. And so we’re going to talk a little bit about workflow. I also had a tweet from Todd that says, hey, do we ever recommend Instagram videos are over doing it on YouTube? Oh, that’s an interesting topic. Like I absolutely would. But you know, I wouldn’t necessarily say don’t do YouTube, right. But I would say it’s a different culture, right? It’s a different culture on Instagram, than it is on YouTube. It’s a different format. It’s a different link.

Sarah Patrick 27:16
I also, I mean, I’ve seen it done where you can do a teaser video on Instagram, maybe it’s, you know, 3045 seconds of that video that then the link in your bio takes you to the full YouTube video if it’s a longer portion like that. And I think that’s great, because now you just had a really awesome piece of content live on your Instagram page, and you’re also driving traffic to that YouTube video. So I think that they can really work together in a lot of ways. You absolutely

Ben Pankonin 27:42
will you think of like our Rhys videos, right where we have maybe 90 seconds Reese interviewed. I don’t know what we shortened to those two on. Some of them were shortened on Instagram, where we just kind of highlighted part of it and said here, you know, listen to Reese, she’s got some great tips for you. And then If you went out to our Facebook page, you would see more of a full length. So, so yeah, I would definitely say, you know, different social media channels like that, vary it up. But it

Sarah Patrick 28:10
all it all goes back to workflow. And that’s what we’re going to be talking about here in this next section is how can you make sure that you’re, you’re in teams on the same workflow, and that the things that you’re doing are, you know, hitting each channel successfully, and especially, obviously, with this webinar topic is Instagram. And so what is that Instagram workflow look like?

Ben Pankonin 28:31
Awesome. So when we implement a new channel, like Instagram, there’s a lot that goes into it. Obviously, for many of you, you’re doing a risk assessment of, you know, entering into a new channel, what are the potential risks that could happen here? How do we think about it? But we also want to think about it in terms of what do we what do we do with it? What makes Instagram unique? So, so we’re talking a little bit about what we might highlight on Instagram. GRAEME that we might also highlight on Facebook, I think that the local businesses, those local community events, will we have something that gathers people, that’s a great opportunity to be thinking about Instagram. And if you’re already, you know, creating content on Facebook and things like that, it’s just one step away to hell, to adding Instagram into your marketing workflow.

Sarah Patrick 29:21
It’s going to be the same approval processes and things like that content creation and in meetings, and you know, figuring out what you’re wanting to do. And so don’t be too scared with Instagram is a different channel, there’s a different way to approach it. But, you know, workflows are going to be pretty similar.

Ben Pankonin 29:38
Yeah, I like it. And so we want to think about our employees and followers with additional content. And there’s a there’s a bunch of different ways we think about that. One of those is to think about just when we’re talking about a new channel, sticking with that same workflow and methodology, right. So we do want to understand how Who has the ability to post on Instagram. So you are going to want to have the Instagram app on a mobile device. That’s, that’s kind of a non negotiable, we still need that. But we want to make sure we understand who has access to do that. So I think access is kind of that first part. So when you’re creating that, if you’re creating it in, in, in social insurance, and you’re editing that you can post that directly from social insurance, which will then open up that Instagram app, so you can share it. But then also, you know, we clearly need to archive all of that content. So, you know, making sure that we do archive, all of our Instagram content is pretty critical as well.

Sarah Patrick 30:43
Absolutely. This has been a lifesaver for our team. You know, Instagram is a primarily mobile, if anything, I should say, only mobile platform. And so, you know, you can view on desktop, but it’s most successful on mobile platforms. And so if you think about it when you’re in an event or a team members at an event They’re taking a picture of something that’s going on, they capture that, you know, perfect photo, in order to get it over to your team as quickly as possible, you know, sending it through an approval process, and then being able to upload it on that mobile device to your brand’s Instagram page is it’s crucial to have everything there in one spot. And so it’s an easy way to, you know, share photos, share content, get it approved. And then like Ben said, you know, a lot of questions that we have from brands is, how do I archive Instagram? How do I, you know, follow that compliant process and, and being able to keep it all in one spot and go back and see, see all the posts that you’ve, you know, created and posted and things like that. That’s something that you know, it’s definitely really easy through our mobile app there. So

Ben Pankonin 31:46
yeah, yeah. So keeping those in front of you. But when we think about the design of it, you kind of sprung this onto me at one point and you said, hey, we’ve got rules now.

Sarah Patrick 31:57
Yes, social insurance and spread. I thought that And I made a brand guidelines specifically for Instagram. And this is kind of what I alluded to earlier on in the webinar is this monthly brand guide that again, we’re going to be sending out this PDF after the webinar. And I really encourage each of you guys to sit down, whether you know, it’s you yourself that does Instagram for your brand. Or maybe you have a team of people sit down and get on the same page, literally, have this brand guideline and figure out what are your monthly goals? even, you know, talking about approved hashtags, or I think it’s important to define rules when posting, one of the rules, you know, we talked about is for every three photos, we want to see a video or a graphic on our Instagram page and that sets you know, milestones for us to hit. Talking about color palettes when you take that photo, you know, maybe you’ll go with the person in the red shirt because it’s more along your brand colors than the person in the green shirt. Or, you know, thinking about what is happening that month. What are promotions that you’re running. What are holidays You can hit and then as I showed earlier, that grid in the bottom right hand corner of literally writing out what your your posts are going to be, I think that nine posts a month is a really great area for brands to hit. You’re not overwhelming your audiences, you’re not overwhelming your marketing team. But you’re able to look at those, you know, three lines at a time, and really plan it out and map it out. And so yeah, I think that this hopefully will be a good starting point for your guys’s brand. I know it was for us and moving in the right direction for the given Instagram as a whole.

Ben Pankonin 33:34
Yeah. And so it’s been great working with you and having you guide the rest of our team because, you know, Sarah lives three hours away from our headquarters, right. And so, you know, I think many of you are in a similar situation where you might not be at every branch or every activity, and so sort of laying down below for us and saying, All right, then you can’t take stupid photos or You know, but but it’s not even that, right? Like, I know how to frame a photo. But yet, I might not be thinking about that. Right. I might not ask Zach, you know, one of our newer employees to say, Hey, you know, you’ve got those red shorts, those were on brand. You know, we had a team function and like, that’s perfect, right? Like those the that fit, right. So like, I think thinking about, hey, do we have one of these three colors represented in a photo? Do we? Are we framing those out? And do we have a schedule for how that would work? Now, I think you’ve also given me a little bit more leeway on our Instagram stories because they do expire. Yeah, right. So I think that’s a great way for me to sort of say, hey, what fits you know, I might have something that I think, Hey, this would be great. But I use it on an Instagram story because Sarah told me I can’t have that. Right, it doesn’t fit. And so I think that’s a great way to start thinking about that when you are When you’ve expressed leases set out and said, Here are the rules and guides, that starts to give me more confidence in posting, because I know I could post this as an Instagram story, or you know what this actually fits those three elements that she’s described to me.

Sarah Patrick 35:15
Yeah. And you know, it gives us milestones to hit throughout the month of, Hey, we have to get one video made or things like that. And oftentimes, I think, just goals, setting goals is the best way to have successful content. We talked about this on Instagram, it doesn’t have to be instant there are there’s a lot of planning that goes into some of the most successful brands on Instagram. But like Ben said, that instant part of Instagram really has turned into stories. And that’s what we really want to talk about next in this next section is how to use Instagram stories for your brand. You know, it’s a really great opportunity. They’re just 15 second clips that live on your profile for one day. They’re temporary, but they’re also archivable. And that’s something we’re We’re gonna talk about, but they are among the highest engagement on social media, you know, 75% of viewers are going to watch that story all the way through to the end. And so it’s a really great opportunity for you to get a temporary message out. I thought Lakeland did a really great example they were promoting a specific event. Clearly it was a timely matter. The event, you know, was only happening the certain days. And so I saw them posting these on their Instagram Stories is kind of reminders to sign up. But then once the event passed, you know, these no longer live on Instagram anymore. And so, think about events that you’re doing or events that you’re at, that’s a really great way to show very quickly and easily what your brand is doing that day. I encourage brands to post at least three times on, you know, the story of showing that they’re, they’re doing something in their community, something’s happening. They have events coming up, but it’s not as permanent as that post that lives on your event. rampage, so you can have a little bit more fun and leeway with it.

Ben Pankonin 37:04
Awesome. Yeah, and you talked a little bit about stories, but you know, you can make stories live Yeah, a little bit longer as well, you can, I thought community spirit

Sarah Patrick 37:13
bank did a really great job. As you see they had these little circles down at the bottom. And those are highlights where you can save stories that you’ve done, and you can group them into categories. So you could have a community category, you could have a, you know, you could have a category for each of your branches if you wanted to. And then you can set feature images for those highlights, which are just a fun another way to brand your page, make it a little bit more, you know, along the lines of maybe your colors or some fun elements that you have. And again, it kind of if you have an awesome story of something that really cool that your team did, you don’t want it to be gone after 24 hours so you can add those into your highlights and kind of just shows that you’re an active brand and I think that’s what people want to follow.

Ben Pankonin 38:01

Now, we when we do an Instagram story, sometimes we have to tell the story, right? Can’t leave them hanging, right? This was one of the things we were talking about a couple days ago, as we were setting up some of these things is sometimes I’ve done this numerous times, because I get in the moment, and I share the Instagram story about what’s about to happen. And then I forget to come back and tell people what happened, right? And I see a lot of people on Instagram, do this, hey, I’m about to go on live on the radio, or I’m about to go live on TV. And then all of a sudden, we’re like, Hey, you know what, you have kind of left all these people

Sarah Patrick 38:42
hanging Yeah. Or you know, you’re promoting an event you’re promoting something your brand is doing, but then when it comes time to it, it’s radio silence and we’re not seeing that event happening. We’re not seeing those live action shots. And so you do you kind of, it’s easy to set the stage on Instagram for the story, but you have to tell him you have to finish it to the kind of clothes out. Now, sometimes the suspense

Ben Pankonin 39:01
is good I posted, one was walking around on vacation. And there were some street dancers. And so I posted about how I was about to go get in a dance contest. And so I got back to the office like Several days later, and, and everybody asked me, well, how did it go? Did you win the dance contest on the street, of course. So, now, we talked a little bit about archiving, you know, making sure that you’re archiving the posts that you make on Instagram. But it’s also a great idea to take a quick screenshot when you’re posting that Instagram story, just to make sure that you’ve got that in your archive as well, because that is a publicly available post that you did make for for 24 hours, or if you save that story for much longer, great idea to just quickly archive that with a screenshot. Now we wanted to talk and I had a few questions in here. actually had one from a bank that you just highlighted a bit ago that was talking a little bit about that. How do we get improved engagement and talking through a little bit of analytics and ads? So I’m excited to talk through this. We did have some questions about ads. So I’d love to dive in and see what we can accomplish. Talking about ads.

Sarah Patrick 40:18
Yeah, so the biggest, you know, tip and I want to make sure that everybody is doing is make sure that your Instagram page is set up as a business page. I’m actually surprised how many businesses out there don’t have their page set to business. And so you know, within a business account, that’s when you can get those real time metrics on stories or posts and performances throughout the day. It’s also going to allow you to add information about your company, including hours and location and contact information. And so I think every time you can get your brand’s, you know, contact information out there, your website URL, that’s a win for your brand and your marketing team. And so it’s super easy. To switch your Instagram account to a business account if you don’t have it already, but that’s how that’s the biggest place to start. So make sure you have that business account. And that’s going to allow you, as you can see in this screenshot to tap over those three bars, and then you can see insights, you can see your activity, you can add that brand information. So that’s really base level place to start start that business account.

Ben Pankonin 41:21
Yeah, so making sure you get a business account and getting it connected to Facebook. Certainly something that’s really important. But thinking about analytics, and we had a couple of questions in about analytics, what do we think about with analytics with Instagram? So I kind of wanted to save those for this to say, you know, when you’re evaluating Instagram account, what do you think about with analytics?

Sarah Patrick 41:43
Yeah, you know, reporting is something that I had up for our team as well. And I think it’s important to measure what your team is doing and even just from the simple measurements of how many posts did you make this month versus last month, what’s your engagement and pros profile visits, that’s going to help You decide whether that month of content that you had planned out with your team was successful or not based on last month, and so even just those simple analytics that you can view on your Instagram business profile are really great spots for your team to start out with, especially if you’re starting out on Instagram, how are you going to know if you’re growing or the things that you are doing are successful or not, you know, tracking those links from your bio that’s going to identify those source leads of generation. And so those are all things that are available with business Instagram accounts, but then the next thing also is looking, you know, add followers, your follower growth or people, you know, listening to your brand. I thought a really interesting question that we had was, what kind of brands should a bank be following on Instagram? That was kind of a conversation that Ben and I had, you know, a really great place to start. For, for who you follow on Instagram. As a brand is going to be, you know, other brands in your community. Maybe it’s you know, nonprofits and your community that you work with, maybe it’s thought leaders in your community, maybe it’s people or brands who have tagged your bank at a different event throughout the community that you want to go ahead and follow them and join their conversation and see the things that they’re posting about. There’s a whole a whole lot of opportunities for, you know, finding some really great people who are doing some really great things in your community and joining that conversation through giving them a follow as well. So yeah, these are some great places to start for measuring that growth.

Ben Pankonin 43:42
Yeah. So you know, I forget a lot of times with my Instagram Stories of the engagement that I get on them, but your Instagram Stories are, it’s it’s a ton of engagement. But very few people will message you back, right. And so if you’re looking for that validation, that’s sort of public You’re not usually getting that on Instagram stories, but you are getting a lot of people who watch it. So your brand messages are a really high on that sort of thing. We also, you know, when we’re doing some of those on stories, don’t forget to, to message other brands, we’ve talked about it briefly. But when you can tag another brand, you know, I just was doing some speaking at the university. And so they’ve got a division, a whole bunch of students who are active, and so they post me talking tag my brand. Now I can share that. So once you tag that other, that other brand that they can share that to their story. So if you know that the brand that you’re working with, if you’re out at the nonprofit event, you can tag them, then they can share it and they don’t always share it. But you know, if they do, that’s a great opportunity for you to get introduced. Because then anybody seen that Instagram story can tap on that, click back to your brand. So stories are really presented. Nice virality to them organically. But then of course, we’re boosting that on advertisements. So much higher.

Sarah Patrick 45:06
Yeah. So you know, why advertise on Instagram? If you really think about it, Instagram and your Instagram pages is an own media. And it’s really just one simple step away from becoming that paid media. You know that this over here, this example it was opposed that they had made for, you know, national Men’s Health Week. But then that promotion, it was supernatural and organic, because it was something that had already lived on their Instagram page. And all of a sudden, it was just promoted to pop up maybe a few more times, through your feed. I think advertising on Instagram is extremely natural and seamless, because you’re just scrolling through that feed and the same, you know, shape and, and everything for all the photos that your friends are posting. It’s the same for and ad and also for stories. That’s a really a great way to run some ads as well, because it’s really seamless, you know, you’re kind of flipping through those stories and then an ad pops up. And it’s the same, the same idea. And so you know, ads are more seamless, it’s less likely to bother your audience. But also, running ads on Instagram is pretty easy, especially if it’s linked to your business, your Facebook business profile. And that’s something that I wanted to show a couple tips there. So over here, the screenshot on the right, this is through Facebook Business Manager. And if you’re running an ad on Facebook, let’s say it’s just a simple matter of selecting those little Instagram boxes that I highlighted in that screenshot in order to push that ad over to Instagram platforms. So super easy, really great way to get even more engagement. But then something else to consider and think about and kind of the flip side of it is if your brand isn’t on Instagram, it probably doesn’t make sense for you to be running ads on Instagram. So that’s might be something that you want to keep in mind is if you’re running, you know, a PR Emotion on Facebook. And you kind of see those boxes are selected for Instagram, but your brand isn’t represented on Instagram, you might want to consider you know D selecting those because if, if they’re viewing the ad on Instagram, they might be trying to find your Instagram page to find more information about that product or that service. And so just being mindful on both sides. But you know, just running that Instagram ad through your business manager on Facebook, that’s a really great way to kind of get your foot in the door with Instagram advertising.

Ben Pankonin 47:30
Awesome. Um, now we’re noticing obviously a large trend and more and more advertising. Instagram, obviously, you know, getting more traction out there. You know, it does take a little bit more spend than it did a few years ago on Instagram to get there. It was a little bit more viral a few years ago. But that’s, that’s a natural progression of all of these platforms. When they first start out, they just need people on there. And so Instagram doesn’t just need users on There, now they have, you know, a public stock price. And, you know, Zuckerberg Scott got some ambitious goals over there. So he wants more advertising. So it is going to take more advertising than it did before to be successful. But you know, there’s a number of ways you can do that. And tag teaming that with your Facebook audience is a great avenue to do that. Also, we’ve noticed, if you use the discovery tool, right, when you can kind of burst those onto the scene, follow a bunch of people all at once. That’s better than sort of trickling in and following a couple people, you know, every few weeks, if you can sort of ramp that up quicker, you get some virality to that. So it will suggest, you know, to a group of you that hey, maybe you should start following you know, for state regional bank, right, like or whatever that is, you know, you’ll start to get that virality to it. So online advertising Obviously, we’re in a state of high growth with online advertising. And part of that is the comparison that we’re getting to other platforms. These were, again, some, some stats that came out just last week. So pretty interesting to see television. getting past now in AD spent,

Sarah Patrick 49:21
right. Yeah, and those are some key things that we highlight basically, on these graphs is that to see just an eight years, not only how much mobile, you know, time spent in advertising has grown, but to think that it’s now equivalent with TV advertising is kind of crazy. To think that you can, you know, reach just as many people in such a successful way by running those mobile ads, which you know, are less time to produce less time to create and honestly easier to track, you can actually get some pretty hard metrics on the success of those ads that you run. Awesome.

Ben Pankonin 50:00
Now, like you said, time spent on mobile devices going up dramatically amount spent on mobile ads is growing dramatically. Your mobile ads are are surpassing TV. Now what you’ll also find if you’re doing any focus groups, and we try to do this somewhat formally and most of the time informally as I meet young people, I work with university students, I’ll ask them things like, Hey, you just switched apartments. Did you buy a TV yet? That’s actually a really interesting question. Now we were starting to find is a lot of people aren’t. You know, a lot of people that are college age are saying, No, I usually watch on my mobile device, or, you know, we most of the time, you know, there’ll be a couple of us sitting around, but we’ll just watch an iPad or something like that, because, you know, why even bother buying a TV. So it’s a really interesting transition. We’re, we’re right in the middle of right now. The other thing we talked that I really wanted to leave you with from a marketing perspective. A lot of times when we talk about great branding and Instagram, a lot of times we focus on these cute photos. These are like dog profiles or something. And, you know, I get to meet Alex years ago. He’s actually originally from Iowa. He lives in Austin, Texas. Now he actually runs a startup in which he takes dog photos now, which in Austin, Texas, I think you can do that. But you know, his his startup zilker bark. He really found because he started taking great photos of his dog. But it wasn’t just that he took great photos of his dog. You know, a lot of us have cute dogs, you know, my dogs and Instagram and what I forget a lot of times is that you have to find what is it that makes your brand or think iconic, and his dog. This was really the photo that set him apart is that he found that with his dog, his dog, he could train to hold anything in his mouth. And so he put a pizza in his dog’s mouth. He holds it, of course adorable Lee, and you know, takes that photo. And now this has been an iconic photo for him. And he’s obviously expanded out to his dog holding other food items in his mouth, which is hilarious. But he’s been able to leverage that and grow an Instagram profile because he was able to commit to one thing, and I think that’s one of the things we struggle with and a lot of Instagram brands struggle with is figuring out what is that iconic thing, whether it’s your community and you have that that building that’s iconic, or something that symbolizes who you are, that makes it iconic? We have to think of what that iconic thing is and go back to it.

Sarah Patrick 52:45
Right? Something you were saying is, you know, it’s easy to think that as a brand you you you are this or you own something, but it’s okay to take it even down one step farther. for Instagram, specifically to Find that really narrow niche of what is your Instagram page representing so on on platforms like LinkedIn and Facebook and Twitter, you know, it kind of makes sense to kind of cast that wider net of your all our promotions, here are all of our events going on here, all these things that are happening on our brand, it’s okay to get that much more specific and defined with your Instagram page to maybe own one aspect of your brand. Maybe you just post about community involvement on your Instagram page. And that is it. You’re talking about other things on other social platforms. That’s great. But maybe that’s the one thing that your brand owns on Instagram, I think that automatically sets you apart from other banks or brands on Instagram. So you know, maybe it’s not you, you know, your employees holding food in their mouth, but maybe it’s dead or something. Maybe it’s just your employees in general because the one thing that you feature on Instagram, so yeah, some fun challenging things to kind of think about and sit down with your team and hopefully start these conversations with your With your team, with your marketing team with your creative team.

Ben Pankonin 54:02
Yeah, I think there’s some great takeaways. And Sarah, you did a great job of giving us some rules, some guidance. And I know you’ve got some great follow ups and automate tweeted me earlier and said, I love this idea of thinking about your grid more accurately, right? So thinking about how we think about each of those placements and that one photo at a time. So as you said, one square at a time is the way we’re thinking about Instagram. I think you had some great examples there. So I know you’ve got some takeaways for them to come back to with Instagram. So we’ll be sending some of those out. Feel free to share these with your team. I think it’s something that can really start to build a brand story. And so if you have other questions for us, we’d love to help answer those. We’d love to help you define what are those key things that differentiate you as well on Instagram, so we can be a help to that and help you make sure that you’re doing that in a compliant way. We’d love to talk to you about that. help you to really be able to scale your community and market with confidence. So thanks again. Next month’s webinar, we’re going to be talking more and more about social and advertising. So we’re going to be talking a little bit about that paid component. Sorry, it’s not free, the webinars free, but you know, unfortunately social media is not always free. So we’ll be talking a little bit about that next month. But Enjoy your fourth of July. Enjoy your next month and great to catch up with you