We all know that mobile social is kind of a big deal.
On average, consumers are spending 37 minutes daily on social media, which is a greater amount of time spent doing any other activity on the Internet – email and porn included.
Of those 37 minutes, 60 percent of that time – or 22.2 minutes – is spent on mobile social media.
There, probably enough said.
It’s clear that engaging your business’ audience on mobile social media is becoming increasingly critical.
The trouble I find many businesses have isn’t about realizing that mobile is an important platform on which to have a solid presence, however, it’s how to establish that presence, and where.
Facebook is a mobile juggernaut
On desktop computers, determining where to socially engage an audience is pretty clear for most businesses. With over 1.2 billion active users, and significantly more time spent per user on the site than any other social media network, Facebook is an obvious social media starting point, and for many businesses, serves as a hub of social activity.
On mobile, as it pertains to users and usage, Facebook is actually a great place to be as well.
In fact, it was revealed in Facebook’s Q4 2013 Earnings Report that the platform had 874 million mobile monthly active users. What that means is that of Facebook’s 1.2 billion active users, 72 percent of them were also active on mobile, or were mobile-exclusive users. Which is huge.
But there are other players you need to pay attention to on mobile
Unlike on desktop computers, where Facebook is the far and away the attention and time consuming champion, the mobile social media landscape is much more fragmented and competitive.
While Facebook on mobile is still commands the most of time spent on site per user out of all mobile social networks, there are a few key players that demand significant attention as well.
When you combine monthly time spent on Instagram (3 minutes, 40 seconds), Twitter (3 minutes, 7 seconds) and Pinterest (1 minute, 39 seconds) – all heavy hitters in the mobile social arena – it actually amounts to more time than is spent on Facebook (7 minutes, 43 seconds) (source: Nielsen Digital Consumer Report)
And all of this makes sense. Instagram, Twitter and Pinterest offer streamlined and focused experiences that are well suited to mobile engagement and are aligned with mobile user expectations, whereas Facebook has shoehorned its platform into a messy and notoriously sluggish mobile experience.
This isn’t to say that all of these platforms might be right for your business and target audience, but it clearly demonstrates that there are networks worth paying attention to beyond just Facebook, despite their efforts to provide stronger mobile experiences with the introduction of standalone apps such as Paper.
So, what should you do with this information?
For starters, I recommend thinking more openly about which social media platforms you choose to engage your targeted audience on. Mobile social’s fragmentation means there is no obvious choice of social network to serve as the hub of your mobile social activity.
Figure out which platforms your audience using and for what purpose, determine the value that you can provide through engaging them on those platforms, and what benefit that will yield for your business. If you fail to do this – simply put – you’re missing a tremendous opportunity.
Also, on Facebook, it’s increasingly important to consider mobile when developing your social media and content strategies. Determine which types of content resonate most strongly with your audience on Facebook’s mobile apps, and think about mobile technological limitations and opportunities when prompting them for interaction.
Taking a photo and sharing on mobile is a relatively simple ask because mobile devices have the tech built-in to easily facilitate that interaction.
Asking for essay-length comments or responses to your content, however, is a terrible idea because typing anything of any length on a virtual keyboard is a sub-par experience.
How have you adapted your social media and/or content strategies for mobile?
Are there any social media platforms that you use to engage a mobile-specific audience?
It would be great to chat with you about this more in the comments, or on Twitter @RGBSocial
Instagram announced yesterday that they are rolling out profile pages on the web within the next week or so. When launched, you will be able to view your profile by typing instagram.com/YourUserName in your browser’s address bar.
From a design standpoint, profile pages will feature a selection of your recently taken photos arranged in a collage above your profile photo and bio that is highly reminiscent of Facebook’s cover photos.
Functionally, web profiles will boast many of the features we are already familiar with from the mobile application; you will be able to follow other users, comment, like and edit photos on the web. One notable discrepancy is that you will not be able to upload photos from the web. For now, this will remain a mobile-only feature.
As a mobile-only social media platform, Instagram has achieved incredible success boasting over 100 million users, and the launch of web profiles will undoubtedly cause a surge in interest, registered users, and engagement.
So, what does this mean for marketers?
It is going to be easier to manage your Instagram profiles.
Managing your brand’s Instagram profile from a mobile device can be tedious. Being able to keep on top of your profile on the web is going to be every community manager’s dream, particularly when additional features are inevitably rolled-out that aren’t offered on other web-based Instagram viewers like WebStagram.
It is going to attract new users, who might be your consumers.
If you don’t use Instagram, or if you haven’t invested time to learn about it, and how it can benefit your brand, now is probably the time to get on board. Undoubtedly, we are going to see a huge surge of users getting interested in the platform, and engagement from current users will skyrocket due to increased accessibility.
It is going to increase conversion rates.
For all of the talk about the percentage of mobile users making purchases on their devices, laptops and desktops are still the go-to devices for e-commerce. If you can shift consumers further along the sales funnel after interacting with your web-based Instagram profile, it will be just that little bit easier and more comfortable for them to make a purchase.
It is going to be a great way to showcase your brand.
Being able to view your brand’s incredible Instagram photographs on much larger screens is going to be a fantastic visual experience. This will afford you the opportunity to better showcase your brand, prove your brand’s promise, and engage your consumers with beautiful photos.
Do you think this is a good move for Instagram?
What other opportunities do you predict this will afford marketers?
What additional features would you like to see Instagram introduce for the web?
Let me know in the comments, or on Twitter @RGBSocial
I tweeted a week or two ago about the various types of content that are most likely to generate engagement. Among the types of content – surprise, surprise – were photos. In fact, comScore has reported that as high as 17% of engagement on Facebook is with photos. While this is not likely a shocking revelation, a challenge many brands have is the ability to generate photo content on a regular and ongoing basis.
Following are 7 thought-starters for how to generate more photo content to share with your social communities:
This may seem obvious, but take photographs of your store and share them with your social communities. Remember, not everyone who you engage with online will have necessarily been to your physical location, so this may give them extra incentive to actually make their way to your store. Also, for those who have been to your store, they may have personal stories to share about a favourite display, seat, section, nook or cranny that they might want to share as a tip to others.
Take photos of your best selling products. Take photos of new products. Take photos of your favourite products. Take photos of your most useful products. Take photos of future products. Everything you carry should be seen as possible content. To drive purchase of complimentary products that you carry, think about photographing several things together – the ultimate spring-cleaning kit, or complete summer beachwear looks.
3. YOUR WORK
Treat your social properties as a digital portfolio of the amazing work that you have done. Be sure to tag these shots so that prospective clients can easily find the most relevant photographs to projects similar to those they might be considering working with you on.
Take pictures of yourself. Not only does this give personality to your business and social properties, but it also allows for you to build credibility as an expert in your area of expertise. Additionally, if your audience finds you to be relatable, they may be more inclined to value your endorsements, recommendations and opinions.
If your business is primarily operated out of an office, take pictures of your employees at work, having fun, at work functions and with clients. These shots can give prospective employees and clients a sense of your corporate culture and help them determine if your business is one they’d like to work for, or do work with.
If you have particularly loyal or happy customers, ask to feature them on your social media properties with a brief review of their experience with your business. Not only will this provide you with a valuable review and content, but the likelihood of that person tagging themselves and sharing that experience with their social graph will also increase, resulting in additional exposure and potentially a larger audience to engage with online.
7. COMPLIMENTARY PRODUCTS/SERVICES
If you sell vases, post photos of amazing local florists and floral arrangements. Featuring complimentary products/services with your endorsement can not only provide you with relevant content for your community, but may also help to boost your sales. If you want to take this a step further, explore building relationships, be they real or virtual, with the business owners of these complimentary products/services. Who knows, maybe they’ll showcase what you have to offer to their social communities?
How have you used photos to engage your social communities?
Have the photos you’ve shared led to any real-world results?
Let me know in the comments for this post, and as always, if you’d like to chat about this or anything at all, please feel free to email me at email@example.com, reach me via Facebook at facebook.com/RGBSocial, or on Twitter @RGBSocial.
Photo credit: Veer