Instagram’s algorithm is finally being updated, providing small creators and those making unique and original content the opportunity to reach a larger audience. The algorithm will now recommend content to more users, this is due to a shift in the prioritisation of content.

Prioritisation of content was previously based on the success of a creator’s content and the volume of followers they had acquired.

A brief video made by the head of Instagram; Adam Mosseri explains the update.

How will the algorithm know how to display content if it is not based on the success of engagement with previous posts?

The algorithm takes factors such as videos and posts users have shared, commented on and saved, into account. Then the algorithm assesses the account that published the post. It looks at the previous interactions’ users may have had with it. This is then factored into how content will be distributed. 

Aggregator accounts

Aggregator accounts are the accounts that res-share content, usually, this content will be taken from other creators and other platforms. Aggregators currently make up a large percentage of content that is displayed to users but will soon be reduced.

Instagram has emphasized that original posts by content creators will be given the appropriate credit when the original content can be located.

Aggregator accounts will now need to re-shape any reused content so that it has unique and new content within it, to be displayed to new users again. Not to fret though, those who are crediting and reposting content will still have theirs displayed to their followers.

Instagram notes that aggregator accounts will be able to get recommendations, 30 days after their last piece of reposted content (that has not been adjusted to be unique). Users can monitor this using the account status overview.

Content labelling

Content labelling is brought to Instagram to negate aggregator account content reposts.  

Reposted content will now divert directly back to the original content. The labelling will pop up as a notification on the home screen, as content is being swiped through in-app and in the notifications tab.

This will keep creators’ original content ‘protected’ from content being used without any credit.

Another benefit of content labelling is protecting creators’ content and reputations. Often accounts will take content from other creators and use it out of its original context. This can be harmful to creators and brands, as the re-uploaded content may not represent their beliefs or ideas but is associated with their content due to it being reposted.

Censorship

Currently, some creators face censorship of their content.

With the ‘sensitive content’ label comes a lot of issues for creators whose content is unfortunately and unfairly included under the umbrella of sensitive content. This results in posts being hidden from their following as well as new unique users.

 Instagram stipulates that sensitive content can be adjusted within the settings, limiting the type of content you may see that contains something ‘sensitive’.

The problem that arises with labelling things as ‘sensitive content’ is it does not look at the wider context of the content. For example, a page featuring entomology is censored due to the portrayal of a dead insect. Yet the wider context of this is that the insects are sustainable and ethical sources of the animals, and no violence is seen on screen.

Harnessing the features of Instagram is essential when creating a well-rounded business presence. In this article, we explore all the features you can use to enhance the quality of your business’s social presence.

Link in Bio & Link trees

Including a link within your bio is a great way to provide upfront access to your website or affiliate websites. Displaying a link or using a link tree can help your audience reach the product or service with ease, making it simpler for creators and brands to promote consistently across platforms.

Link trees make it possible for creators and brands to display all their relevant links in one place. Audiences have easy access to the pages they want in just as little as two clicks. 

Connect your store

Both Instagram and Facebook allow businesses to connect their stores to the platforms, tag products, connect ads to the store, and have direct access to the store via the business’s profile. Businesses must make use of connecting their store to Metas platforms, so their customer’s journey to the products or services is simplified.

Connecting your store offers so many benefits to your social media marketing. Keeping your social media marketing campaigns cohesive across all platforms is likely to optimise the potential audiences and customers seeing and connecting with the brand. This creates opportunity where otherwise there would not be.

Instagram offers great insight into how to set up your shop.

Reels

Reels offer up to 90 seconds per video, ideal for short-form content surrounding campaigns, ads, and recycled content. On public accounts, reels have a large reach that encompasses non-followers of the brand too.

Creators can produce videos to trending audio, this feature is especially practical for brands when producing relevant and engaging content. Remixing allows creators to produce reactive content, displaying as a split screen. Creating content that is responsive to events or trends is made simple, duetting the content will also enable the brand/creators to reach the other creators’ audiences.   

Live streams

Live streaming is a fantastic way to reach newer audiences and can even be done in collaboration with other accounts to connect different audiences. Additionally, live streaming offers audiences real-time insight into how a brand chooses to present itself, showing personality can be represented authentically and naturally with the use of going live.

Livestreaming also gives audiences the capability to respond to content in real-time, giving clear insight into their engagement and responsiveness. Being able to see feedback from customers as it is happening will allow brands to tailor content to the audience’s wants and needs.

Collaborative posts

Though the feature is not yet available on desktops, those controlling their accounts from mobile apps will find they can create collaborative posts. Collaborative posts are displayed across any accounts that have collaborated.

To enable this post feature, you will need to navigate to the ‘tag people’ section and then locate the ‘invite collaborator’ button.

Collaborating allows brands to share audiences, leading to greater exposure and brand awareness. Collaborate enables brands to explore topics that may not be relevant through just the perspective of their stand-alone brand. Brands displaying, they have built a rapport with other brands and creators demonstrate the connective power of the collaborate feature. 

Instagram stories

Stories give insight into the daily on-goings of brands or creators as it is happening, making it one of the most useful features of the app. The live updates can be especially great when trying to bring personality to a brand’s reputation.

Public story threads also known as ‘add yours’ stickers are small stickers that can be added to a story to publish it to a public story. The feature allows brands to hop onto trends, showing real-time responsiveness to the current internet cultures adopted by many users on Instagram. The feature works like a chain, and as such, enables non-following users to access and respond to the content.

Stories also offer a brilliant feature which allows creators to retrospectively mention other users after the story has already gone live. This can be done by clicking on the three dots, locating ‘more’ and then selecting ‘add mention’. This feature is especially handy when accidentally forgetting to tag other users.

We’d love to know, do you use Instagram or any of these features already? Feel free to contact us if you’re looking to expand your business’s social media presence or are interested in growing your brand’s online presence.

Producing copy for a blog can be quite straightforward once the process is in place. In this article, we’ll break down the key stages of writing copy and provide some tips to ensure that the content you release is of the highest quality.

Research 

Research is fundamental in the step towards producing a blog/article. Research allows for information to be compiled, it deepens our understanding of topics and often enhances the quality of the work with the inclusion of relevant knowledge. 

Research can help you identify the key points in your discussion, allowing you to break down each section or topic. Once you can identify the sections of your discussion, you can undertake research it the more niche subject matters of your discussion. When writing content, it’s essential to break it down into digestible, concise sections. This will ensure that the readers can follow along with ease and select the relevant sections to their inquiry. 

Research is super important; you need to have a great understanding of the topics you are discussing. Google and respective search engines will trawl the information you have given and provide the ranking based on the quality, usefulness and how SEO friendly it is. 

Starting to write

When starting to write your copy it’s important to identify the structure of the content, outlining a title and sub-headings is a great way to gauge the layout, the number of words per section and how to tie each section together. 

When developing a title for your work, consider two things: the first is to convey the overarching topic or themes of discussion. The second is to make it enticing, consider how to frame the title. Can you phrase it to make it sound useful for the reader? Consider framing it as a question, that way when searchers are inquiring through Google, your content is identified as addressing that query. 

An alternative to framing the title as a question is to grab the attention of the user. Using highly descriptive language, allows the user to understand the topic whilst keeping it short and simple. A great example of this would be when you see an article about a celebrity, and it reads ‘So and so stuns on the BAFTA red carpet’. Keeping it short and snappy will typically create curiosity within the reader, encouraging them to read. 

Subheadings should signpost the different points of discussion. This allows the audience to navigate your article much more easily. Aim to keep the sub-headings super simple, them being easy to find and quick to read will enhance the quality and ease of the reader’s experience. 

Keywords 

Keywords are a huge part of SEO (search engine optimisation) so it’s super important to outline what words you will need to incorporate into the copy. This will ensure the language used is relevant to the topic, as you will need to make sure the word you use is flagged when people search for your topic or other relevant queries. 

Keywords can be found using analytical tools such as Google Search Console, SEMrush and SE Ranking.

Long-tail keywords are search terms with 3 words or more, it is the whole query rather than a single word. 

Short-tail keywords are short search terms, typically one or two words at most. 

Review & Edit

Once you have written your first or second draft, review the content and make the necessary adjustments. Then the final draft can be written, the final draft should tidy up any sections which need re-structuring, and rephrasing and spelling checks should also be undertaken. 

Proofread your copy, not just once or twice, but aim to check roughly three to four times before uploading it. This may be a little bit tedious to do but ultimately it will ensure professionalism and quality are at the highest it can be. 

Ensure any facts, data or case studies are checked, identified, and accredited in your article as this will be flagged as problematic to Google if not identified. 

Publishing 

When publishing your content ensure everything is in the right place, read through one last time to make sure everything is looking and reading as correct. When saving the work, check that it is labelled in a way that is clear and easy to locate. 

Here at Intelligency, we label as follows: 

Year/month/date – Name of client – Title of work – Any additional title or information. 

Make sure your name and the date of publication are on there, this shows the reader who you are and when the copy was published. This provides them with two pieces of important information, the first being who you are, they can then go on to find more of your work. Accrediting your work can only be done when your work is clearly labelled as yours, this will also help prevent others from plagiarising. 

The last check that should be done is once the article or blog has been launched, checking to see how it looks on the website. This will help you flag any major issues with displays or the content itself. This will ultimately prevent your audience from seeing any errors, which will help maintain your professionalism and the way the content is initially perceived. 

If you think this article was useful, please let us know, and, if you have any questions or other ‘how to’ articles you’d benefit from. We are keen to support you in your endeavour to create a copy!

YouTube launches updates for creators using Studio analytics. The update provides clear insight to the audience’s impression and includes both those who are new and those who have come back. This will allow for a deeper understanding of an audience’s responsiveness to content. 

The update is available in YouTube Studio analytics in advanced mode. To navigate and access impressions users will need to select the ‘Analytics’ tab. Under the ‘reach’ section users will be able to locate all of the impression’s metrics. 

Analytic insight will be available for new and older content, enabling creators to undertake comparative analysis and use the data to inform their content strategy. Allowing creators to identify where viewers are being retained and where new audiences are attracted will help identify successful content. 

HDR Live streaming

Creators will be able to live stream in HDR (High Dynamic Range). HDR allows for a greater amount of information to be fed into displays, this is demonstrated in the scope of contrast in both colours and brightness. The richness in hues and luminosity contributes to a higher quality of content that is capable of capturing a considerable amount of detail. It is worth noting, that the monitor the stream is coming from must support the HDR format. 

This is a significant update for streamers striving for high-quality content. One of the main examples of channels this update will benefit is gaming streamers. The intensified colour and light fields vastly improve the gaming experience by creating immersive and life-like visuals. Typically displaying at around 60fps, improving motions and making it look smooth and realistic.

Live stream analytics

Live streamers gain access to audience reaction analytics. The function updates based on current user activity and is presented as a clear breakdown by emoji and the volume of users. The feature is accessible to both mobile and Studio web users, which proves to be convenient for those streaming through their mobile and checking the analytics on a desktop and vice versa. 

It can be found by clicking ‘Content’ and then the ‘Overview’ tabs and can then be found under ‘chat messages and ‘reactions’. 

This will be particularly useful for creators when identifying topics that their audiences are reactive to. Conversely, seeing what content receives the least engagement is a great piece of insight for creators to base content strategies on. Resulting in creators producing content that better meets their audience’s preference.  This applies to the chat message insight too, although it does not provide any qualitative data, this will also improve creators’ understanding of how receptive audiences are to specific subjects. 

What is the trending topics section? 

Trending topics encompass all mass-discussed news and subjects, and the trending topics can be in the ‘for you’ feed as well as the search page. The algorithm used to identify said trending topics will assess and collate topics which users are engaging with most and then content specialist review and compile 5 trending topics, to be displayed to users.

Introducing a trending topics section allows users to connect and discuss worldwide trending subjects. The update brought to US users was released on the 19th of March and came after many users stated the feature was highly desirable.

A trending topic section allows users to explore relevant, current subject matter. As a result, users will be exposed to topics they may have otherwise been unaware of. As well as improving navigation to find topics alongside the ability and ease to engage with them as a result. 

Threads versus X

The trending topics section is a feature that will be familiar to X users (formerly Twitter). Threads being X’s biggest competition offers users 500 characters, whilst X only provides 280, this alone gives users a platform to have in-depth discussions, and less of a need for the continuation of topics into comments. This is not the only difference in offerings, Threads also allows users to upload longer video content, as much as up to five minutes. In contrast to X’s two minutes and twenty-second cap.

Features utilised by both apps:

• Desktop compatible 
• Cross-platform sharing 
• Hashtags
• GIFs, videos, and photos
• Trending section

Utilising ‘trending topics’ within your marketing strategy

Crafting campaigns with the awareness of current trending subjects is an essential part of marketing. Of course, not every topic will have relevance or provide marketers with an opportunity to promote, engage and capitalize off current events. However, when the subject is relevant, it can improve audience visibility, aid in forming attitudes around subjects and can be used to educate both the brand and customers. 

To utilise the feature in an appropriate manner, brands will need to monitor trending topics and select relevant topics to engage with. This has been seen to work well in sectors such as fashion and sports, when events like London Fashion Week occur, fashion brands are able to join the conversation and capitalise by providing content or displaying products that users are likely to respond to. 

Trending topics are beneficial for brands as they can also help gain insight into audiences’ responsiveness to specific topics and events. This will allow brands to analyse what content is most successful for their target audience. Through analysis brands can then determine the format of content that works best for the audience, then apply their content findings in future strategies.

Why is TikTok potentially going to be banned in the US? 

TikTok released by ByteDance a Chinese tech company in 2016, is now facing a complete ban in America as the House of Representatives vote 352-65. The bill passed stipulates, TikTok creators ByteDance have six months to sell the US version of the app, before it is banned in the US. The bill also states ByteDance must relinquish its authority, ceasing its control over the algorithm. It is worth noting the bill still needs to go through the Senate, and, if it does not pass with bill will be killed. 

This is due to the data collection used to generate and create tailored algorithms for its users, which is seen as a potential threat to security. This is also backed by concerns that content negatively representing the Chinese government is being censored. 

What does this mean for users in the US and globally? 

The ban poses some questions, like how it would stop existing users (those with the app), from continuing to use it. We will likely see the TikTok app removed from the American app store. Whilst those who already have it will be able to use it until the app is no longer compatible due to updates. 

It has been theorised that to negate personal usage, internet providers and phone companies would also need to blacklist the app, making it impossible for users to access TikTok. This method has already been used and was successful in India in June of 2020. A more extreme approach would involve the criminalisation of using the app, however, this would likely cause issues when trying to enforce it. 

So, what does this mean for users globally? Well, the ban is limited to the US, but other countries have enforced a ban across government devices, such as Taiwan, UK, Australia, Belgium, Canada and more. 

Countries like Nepal, India, Somalia, and Afghanistan have all permanently banned TikTok for a plethora of factors. Varying from religious beliefs, censorship, data privacy and the spreading of misinformation. 

Why will this impact America’s economy? 

A report produced by Oxford Economics has unearthed that TikTok provided $24 billion to the US’s economy. The findings summarised the impact small and mid-sized businesses had on the economic contribution, through TikTok. Finding that $9.2 billion was earned directly through TikTok, $6.6 billion was indirectly garnered, and $8.4 billion was induced by TikTok. 

This would not only be harmful to the economy but in fact could be incredibly damaging for businesses who utilise TikTok to reach customers, promote products and have integrated TikTok into their marketing strategy. The limitations this would have, have been theorised to be problematic for the longevity of brands and businesses. 

In one of Google’s most recent updates, those with a Google business profile can connect to
their social channels. Now, the function is going a step further and will display recent social
media posts on the results page of the business profile.

The update will provide searchers with snapshots of the social media channels, which will
give insight into businesses’ information and online reputation through the seamless
integration of social media.

The update is a welcome arrival on the search engine results page (SERP), following the
feature’s initial launch in October of 2023. The new section is titled ‘Social Media Updates’
located beneath the review section.

The incorporation of social media links into the SERP allows users to see a brand’s online
persona as well as real-time updates now displayed. This will be especially beneficial to
businesses promoting sales or events on their social platforms, as new customers and
existing ones will be able to see without being on the given platform. This could aid
businesses in their online visibility as well as the engagement of potential customers.

Google has suggested two businesses can connect to the same social link, but only one link
can be added per social channel.

How to connect social media links to a Google business
profile?

The display of social posts is automatic once businesses connect their social channels to

their Google business profile. The current platforms businesses can link to are:

• Instagram
• LinkedIn
• TikTok
• Pinterest
• X (Twitter)
• YouTube
• Facebook

To add social media links:

1. Log into the Google account linked to the business profile.
2. Type the name of your business into the search bar.
3. Locate the business button in the bottom right corner and select.
4. Then click on edit profile – business information – and then contact.
5. Editing is simple, select social profiles and the down arrow.
6. A drop-down menu will open, click the social media link you want to integrate.
7. In the web address field, paste your link.
8. Select save.
   To remove social media links:
9. Go to the business profile.
10. Select edit profile – business information – and then contact.
11. On ‘social profiles’ select the profile you want to remove and hit the trash icon.
12. Press save.
    Google have an in-depth guide to navigating your business profile, editing, deleting and
    uploading social media links.
    Will you be utilising the feature when searching? Conversely, we would love to know if any
    business owners will implement social media links to their Google business profiles.

On the 4^th of March Instagram announced a plethora of features had been added to their direct messenger. The update shows finesse from Instagram, as they acknowledge the impact direct messages have on user connectivity.

Direct message is one of the many ways Instagram users can connect with each other, which is why Instagram have implemented features like pinning chats, selecting and saving favoured stickers as well as personalised chat themes.

One of the new features brought to Instagram’s direct messages is the ability to edit a text for up to 15 minutes after it has been sent. This feature will allow users to correct any errors that may be in a message, leading to clearer communication. This is a featured that is not offered across any other direct messenger platforms yet.

This is particularly useful for incidents such as phrasing things poorly or misspelt messages. Users being able to adjust with ease is what sets this new feature apart from other platforms’ offerings. Typically, users would need to delete and re-type a message.

Chat themes

Personalised chat themes have been brought to the direct messages, allowing users to pick from a vast bank of themes. The feature brings a playful element to inboxes, enabling users to express themselves through more than just words!

There’s a variety of themes brought to DM, varying from themes like love, astrology, Dune 2, Cottage core and the list goes on! This will add to the users’ interactive experiences. To add a theme to chat you will need to:

• Click on the recipient’s name at the top of the chat.
• Select ‘Themes’ which is located below the profile and search icons.
• Pick a theme to suit you!

Pinning Messages

Chats can now be pinned in the direct message inbox. The feature allows users to move up to 3 group chats or one-on-one chats, to the top of their inboxes. The function works by sliding from right to left where the camera icon is, the button will say ‘pin’, and tap to activate.

Read Receipts

Read receipts display once the respondent read the text in chat. This feature is now adjustable, users can turn off their read receipts for one or all of their chats. To turn it off users will need to:

1. Go to the account settings.
2. Select ‘Messages & Story replies’.
3. Click on ‘show read receipts.
4. Toggle on or off for all chats.

If you use stickers frequently, then this next feature will make texting super quick and easy, as you can now save your favourite stickers. By holding down on the sticker for a few seconds, will then save it to the favourites section for the next time.

The new features brought to users by Instagram, create personalised, interactive, and enhanced experiences of Instagram’s community of users. Which feature will you be using with family and friends?

YouTube has announced its new analytical feature, which allows creators to see what their top-earning videos are. The feature is segmented by format of lives, video on demand and shorts. The interface will also show the view count across the high-achieving content.

What has been updated on YouTube?

YouTube has provided a new analytical tool, aiding its users in identifying their top-earning video content. This is categorised by format – VOD, lives, and shorts. In doing so users will be able to compare the success rate of each format and adjust their strategy to accommodate what works and what does not.

Developing content strategies that an audience can engage with whilst monetizing video assets is one of the benefits of utilising the data provided with the new feature.

How to utilise insights to craft successful video content?

Data made available on YouTube analytics is the key to creators understanding what performs best for an audience. This then allows creators to implement a strategy change to accommodate for making profitable and quality content.

Creating successful video content isn’t just about replicating existing content that has been gainful for channels, although that does play a vital role in the development and crafting of video content.

Existing content can be re-formatted or re-created to target an audience that would have otherwise not seen it. I.e. changing a long stream into multiple shorts.  This method of repurposing content is called Content Recycling, a bid to increase the content’s reach. Content recycling can be as simple as editing and resizing existing content or can be entirely new content that touches upon the previously produced content.

Alternatively, the creator could adjust their strategy, focusing on the predominant success of one format, and choosing to focus on producing just that.  While funnelling the budget from the least successful content format into the more successful one.

The last approach is utilising the data from the successful content to identify what made it work for audiences. Once the key factors in a video’s success are identified, content creators can implement similar techniques into their content that is not high-performing.

In a wider sense, how will you be leveraging your data to refine and enhance your content plan? Should you have any questions feel free to contact us and we’ll be happy to discuss ways of maximising the success of your content.

Google exploits AI capabilities to spot and remove fake reviews in a bid to protect brands’ reputations and customer experiences. Google has stated that 45% of fake reviews have been extracted from search and maps.

Negative fake reviews can harm a brand’s online reputation. Impacting the way audiences perceive businesses can cause losses to revenue, tarnishing the rapport of the customer and their trust in the brand.

How does Google AI detect fake reviews?

The algorithmic feature was created and used initially in 2023, with Google seeing approximately 20 million reviews per day. Developers analysed patterns and techniques honed by scammers and fraudulent reviewers.

Teams identified sectors which are targeted and the method in which they are targeting to teach the AI how to recognise patterns. One factor was the repeat offenders who were identified to comment on the same negative/positive reviews across multiple brands or for the same brand repeatedly. The second factor the AI considers is the volume of 1-star and 5-star reviews.

Google discusses this in-depth in their blog.

How do fake reviews impact businesses?

Reviews can be highly influential on where a customer chooses to spend their money, which is why the reviews that are made must be authentic.

False reviews can be harmful to the customer experience in two ways. The first is with positive reviews, they don’t need to be bad to impact the way audiences perceive brands. It has been acknowledged that positive reviews can have a negative impact on customers, leading them to believe that brands are better received by other customers than they actually are.

Negative reviews are just as damaging but impact the business predominantly.  It can impact their reputation which can taint the trust a customer has towards a brand. Customers not trusting brands is poor for brands trying to successfully generate money and grow their customer base.

Faux reviews correlate to poor ranking on the search engine results page, the negative reputation is not beneficial to browsers, and therefore it is pushed lower on the rank.  

Revenue loss is one of the worst outcomes for a business on the receiving end of false reviews. This can have various implications on a business, such as not having the funds to continue employing staff or maintaining stock.  This poses risks to a business’s longevity, as a major loss in revenue is bound to impact the function of a business.