Publish Instagram Content on Your Home Page with Foto Gallery!

By , On November 21st, 2014. In Instagram Marketing, Piqora Features.

Piqora’s new Foto Gallery tool enables you to take the best User Generated Content from Instagram that relates to your brand, moderate it, and publish it on your site to create authentic visual stories, inspire your audience and build meaningful, powerful connections with your brand advocates.

This is a live Foto Gallery of the best photos from #myopenkitchen that tells a visual story about Williams-Sonoma's community and products

This is a live Foto Gallery of the best photos from #myopenkitchen that tells a visual story about Williams-Sonoma’s community and products

Our research indicates that incorporating UGC on your site can increase time on site by up to 16%. Foto Gallery allows your brand to create fully moderated galleries in a seamless, beautiful way and easily publish them on any web page or Facebook Tab. These galleries are created by showing you all the Instagram content that relates to your branded hashtag, such as Land of Nod’s #landofnod, or campaign hashtags on category pages like Williams-Sonoma does with #myopenkitchen.

landofnodblog

Deploying Foto Gallery is simple, as the gallery will be completely set up by one of Piqora’s Customer Success Managers. All you have to do is choose your favorite photos that are posted with your chosen hashtag! To see how Foto Gallery can put your UGC to work, contact us to set up a demo!

Check out our New Guide for Home Decor Marketing on Pinterest and Instagram!

By , On November 17th, 2014. In Industry Insights, Instagram Marketing, Pinterest Best Practices, Pinterest Marketing.

Home décor is one of the top three content categories on Pinterest, and one home goods brand we studied is generating more than $3.5 million a year in revenue from Pinterest alone.

To help home décor marketers take advantage of the massive opportunities available to them on Pinterest and Instagram, we’ve created The Ultimate Guide to Pinterest & Instagram Marketing for Home Decor Brands, packed with insights, tips and techniques from top brands like Z Gallerie, Pottery Barn, Wayfair and others to teach you how to create a rich experience for your audiences on Pinterest and Instagram. We cover everything from content strategy and harnessing hashtags to setting and achieving the goals that will help you succeed on the Visual Web. You can download the guide here, and if you’d like to learn more please join us November 25th at 10am PT for a live webinar to learn how home decor can leverage Pinterest and Instagram to drive revenue, create inspiration around and discovery of their products and build relationships with their audiences.

Thanksgiving on Pinterest and Instagram: What Brands Need to Know

By , On November 11th, 2014. In Instagram Marketing, Pinterest, Pinterest Best Practices, Pinterest Marketing, Piqora Features.

Holidays are huge on Pinterest and Instagram, and Thanksgiving is no different. How big of a deal is Thanksgiving? Here are a few quick stats:

  • Last year, online shopping on Cyber Monday hit $2.29 billion in sales, up 16 percent year-over-year. This is a good indicator that online shopping sales will continue to increase this year.
  • During the Thanksgiving holiday last year, $150M in revenue came from social media. Pinterest saw a 17% year-over-year growth, and is continuing to grow.
  • According to our research, compared to a 30-day average preceding Thanksgiving, revenue from Pinterest was up by 2x over the Thanksgiving weekend and on Black Friday, and up by 3.6x on Cyber Monday. 

From recipes and decoration ideas on Pinterest to Black Friday promotions, Thanksgiving provides an excellent opportunity for brands to connect with their communities. And to help brands get the most out of the holiday, our marketing team got their heads together for a round table discussion about the top things brands should know about Thanksgiving on Pinterest and Instagram.

 

If you don’t have time to watch the video, here are some of the key takeaways we discussed:

  • If you’re considering launching a Thanksgiving promotion on Pinterest or Instagram, it’s important to launch the promo early and promote it heavily on all of your available social channels.
  • Thanksgiving promotions specifically provide opportunities to inspire online and encourage your audience to take offline action. For example, a promotion around Thanksgiving decorating not only gets people Pinning, but being creative in real life when putting together their table decorations.
  • It’s critical to think outside the box — you don’t have to be a food or home decor brand to launch a Thanksgiving promotion. It’s a holiday that all brands can relate to.

These are just a few of the things we discuss in the video. If you want to learn more about developing a Pinterest strategy for this holiday season, please join us on Thursday, November 13 at 10am PT for a live webinar. During this webinar, we’ll show you how Pinterest can help brands and retailers connect with their customers in authentic, engaging ways during the holidays. Happy Thanksgiving!!

Wondering if Your Brand Should be on Pinterest? Your Content Probably Already Is.

By , On November 6th, 2014. In Pinterest Analytics, Pinterest Marketing.

So here’s a fundamental truth about Pinterest: more than 90% of Pins originate from websites, not from Pinterest profiles (by the way, if you want to take advantage of that stat and optimize your website for Pinning, we have a guide for that!) Millions of people Pin images from their favorite brands’ websites every day, and as a result the majority of brand engagement on the platform actually happens outside of brands’ owned Pinterest accounts.  While this might sound scary to marketers at first, it shouldn’t; what this means is that people are anxious to engage with your brand, and Pinterest offers a huge opportunity to do just that.

Take auto makers, for example. While some car companies (like Aston Martin, who have nearly 200,000 followers) are seeing huge success on Pinterest, many others aren’t very active on the platform.

Aston Martin kills it on Pinterest; they even have a board dedicated to showcasing their longstanding relationship with James Bond

BMW for example has more than a million followers on Instagram, but they don’t even have an official Pinterest profile. The story doesn’t end there though, because a quick Pinterest search reveals thousands of images devoted to their brand.

Even though your brand might not be active on Pinterest, your content certainly is

Even if your brand isn’t active on Pinterest, your content certainly is

Even car makers who are active on the network often see exponentially greater engagement outside of their own  profile. Chevrolet for example has a great Pinterest profile, populated with more than 400 Pins. However, those pale in number to the thousands of images Chevy’s fans have posted to the network. All these images being Pinned outside of Chevy’s profile indicate an incredible level of brand engagement, and perfectly illustrate the power of Pinterest as a discovery platform.

Chevy Discovery Blog

The comment on this Pin, which came from outside of Chevrolet’s official profile, perfectly illustrates the power of Pinterest as a platform for generating brand awareness

This trend is certainly not unique to the auto industry. And while some brands might be concerned by all of these public conversations about their products happening outside of their control, they should actually be encouraged.  First of all, people generally Pin things they love or want to buy, so a Pin on Pinterest is a de-facto endorsement of your products or services. Secondly, interactions on Pinterest are overwhelmingly positive, especially when compared to networks like Facebook and Twitter.  So for brands that are proactive in engaging in these conversations, Pinterest offers a golden opportunity to foster meaningful, positive relationships with their fans and followers.

Top Question from Social Fresh: What Are the “7 Magic Hashtags?”

By , On October 31st, 2014. In Industry Insights, Instagram Marketing.

Piqora  socialfresh

Happy Halloween!! We just got back from the Social Fresh West conference in San Diego. The event was packed with amazing speakers covering the latest advances and techniques in the world of social media. If you want to check out the presentation that the Piqora team shared, you can view it here.

Of all the tips, techniques and insights we shared at Social Fresh, by far the most number of questions emerged around our advice that for optimal engagement, you should add up to seven hashtags to your Instagram posts. 

Hashtags are the key to conversation building and brand discoverability on Instagram, Tumblr, and Twitter. They enable brands to participate in broader conversations, gain visibility beyond their followers and grow their community. By correctly leveraging them and adding up to seven hashtags, you can see nearly 25% increases in the number of likes on each of your posts. Just be aware that while you may get away with adding up to eight, there’s a huge drop off at nine, as people will start to see that as spam.

Dec 2013 Instagram Study Piqora2

 

 

So What Hashtags Should You Use?

Most brands are underutilizing hashtags: nearly 30% of posts have no hashtags, while more than half average one or less. Adding just three can result in huge gains in engagement, but only 10% of brands are doing so, while just 4% are in the optimal range.

Brands underutilizing hashtags

 

From our research, we’ve learned that the ideal hashtag mix is: 1 brand name, 1 “owned” hashtag (a hashtag that you make up, that is strongly associated with your brand/message) and between 2-5 “community” hashtags. Community hashtags are those that are relevant to your brand and the post, have broad appeal, and are commonly and widely used. By way of example, if you were Nike, the hashtags on one of your posts might be #Nike (your brand) #JustDoIt (owned hashtag) #Running#Fitness#Health#Athlete (community hashtags).
If you want more information, you can download our Instagram Hashtag Report, which incorporates research drawn from more than 200 brands and hundreds of thousands of Instagram posts. But in the meantime, here are a few recommendations to help you get the most out your hashtag strategy. Happy Instagramming!
1. Think & Act like an Instagram user

Do your best to make your brand act like a person. Don’t just use your branded hashtag – it can come off as too promotional. Learn which hashtags your target audience is already using (especially influencers!) and add them regularly to your posts so long as they are relevant. When selecting hashtags, think about what users want. Use natural keywords like, and also try spicing it up (i.e instead of #fitness, try #fitnessaddict.)

2. Choose hashtags that are appropriate for your business vertical

Contextualizing things based on your business vertical is a great way to figure out which hashtags to use. For example, if  you are an e-commerce brand, consider using color names (i.e. #cutepink), product attributes (i.e. #rustic), or product categories (i.e. #outdoorfurniture). Or, if your brand relates to fitness, consider category hashtags such as #yoga, #crossfit and result-oriented hashtags like #lookgood, #feelstrong etc.

3. Want to get discovered? Think SEO

Instead of punching keywords into a search bar, Instagrammers search for hashtags they are interested in. As an Instagram SEO’er, your goal is to add relevant hashtags that your target audience is searching for. Be sure that some have broad appeal and are commonly used: those help you get incremental reach and visibility beyond your profile followers.

INFOGRAPHIC: Should Your Brand Focus on Pinterest or Instagram?

By , On October 23rd, 2014. In Industry Insights, Instagram Marketing, Pinterest Marketing.

Every day, brands ask us whether Pinterest or Instagram is the better marketing platform for them. We created this handy flowchart to help inform your decisions on where you should be focusing your efforts!

Piqora_Brand-Infographic_v1

Choosing the most powerful visual network for your brand depends largely on what you do and where you sell your products. There are definitely cases where one network will serve the needs of a business better than the other. For example, if you are a luxury brand, Instagram will probably be much better for you (for more info about why, check out our Ultimate Guide to Pinterest & Instagram Marketing for Luxury Brands.) If you aren’t a luxury brand, the answer is less cut and dry, but as a general rule brands who sell their products online and are focused on driving direct response metrics like clicks, sales and conversions should harness the power of Pinterest to promote their products, turbocharge referral traffic, increase average order value, and drive sales. On the other hand if your focus is boosting awareness and brand recall and fostering thought leadership, you should seriously consider experimenting with Instagram.

Many brands can, do, and should leverage both Pinterest and Instagram. They are both “happy networks,” and are unique in that users follow others primarily because of similar interests, rather than personal relationships. Because they are interest based, and feature overwhelmingly positive interactions (especially when compared to Twitter or Facebook) that are mood-elevating, aspirational and inspirational, Instagram and Pinterest are uniquely powerful platforms for brands to connect with their fans and create meaningful and long-lasting relationships.

A final takeaway is regardless of the network (or networks) that you decide to invest in, success will come as you continually experiment with and tweak your creative to find the sweet spot that resonates with your community.

Luxury Marketing on Pinterest & Instagram: James Bond’s Take

By , On October 20th, 2014. In Instagram Marketing, Pinterest Best Practices, Pinterest Marketing.

Forget about the fast cars, exotic travel and gadgets: being James Bond is hard, and not only because every now and then a villain will try and blast him with a laser beam or try and bite him to death on a train. Even regular day-to-day shopping is rough on the guy; as an international man of mystery, he can’t exactly pop down to the local mall, so Mr. Bond has to rely on Q for everything he needs. Consequently, even getting a new stereo is an exercise in terror.

Bond Blog 1

Bond, modeling Q Branch’s 1965 Fall Line

Fortunately, things have come a long way since 1962. Today, Bond doesn’t have to go to a dingy underground bunker below MI6 to pick out an outfit, he can just pull out his phone.

And to help James and his favorite brands out, we’ve created: The Ultimate Guide to Pinterest & Instagram Marketing for Luxury Brands.

Judging by his tastes, Mr. Bond probably draws a lot inspiration for what to buy from browsing Instagram, which is the dominant network for luxury goods. At the very least, he found his watch there. James switched from Rolex watches to Omega in 1995, and while we won’t go so far as to claim that’s solely because Omega has a fantastic Instagram profile with more than 85,000 followers, it certainly didn’t hurt (Rolex doesn’t even have an official account.)

Omega is a fantastic example of a company engaging with their top brand influencers. To thank James Bond for his loyalty, they created a one-of-a-kind gold edition of their Seamaster watch, and promoted it heavily on their Instagram profile

Omega is a fantastic example of a company engaging with their top brand influencers. To thank James Bond for his loyalty, they created a one-of-a-kind gold edition of their Seamaster watch, and promoted it heavily on their Instagram profile

James also recently started wearing Tom Ford tuxedos, where he also gets his custom made cufflinks. He probably switched over since his previous tailor, Brioni, has neither an Instagram or Pinterest profile, while Tom Ford is thriving on visual networks.

Bond wears a pair of very cool Tom Ford cufflinks, especially made for him. They feature his family coat-of-arms with the motto "Orbis Non Sufficit" (The World Is Not Enough)

Bond wears a pair of very cool Tom Ford cufflinks, made especially for him. They feature his family coat-of-arms, with the motto “Orbis Non Sufficit” (The World Is Not Enough)

This isn’t to say that James Bond isn’t an avid Pinterest user, because he totally is.  Needing something to carry all his schwag, he popped over to Gucci, one of the top luxury brands on Instagram. But unlike most luxury brands Gucci sells their products online, so maybe he went to Gucci’s Pinterest profile, where he found a suitcase and belt for his Man With the Golden Gun mission.

Gucci’s top performing content on Pinterest is generally product shots, but they showcase their products in beautiful and creative ways, perfect for attracting fashionistas and spies alike

Gucci’s top performing content on Pinterest is generally product shots, but they showcase their products in beautiful and creative ways, perfect for attracting fashionistas and spies alike

While we’re not sure whether he found his Gucci gear on that company’s Pinterest or Instagram profile, but one thing is certain: James Bond shops for cars on Pinterest.

DB5 Bond Blog

Aston Martin apparently has a “License to Kill It” on Pinterest. With nearly 200,000 followers (far more than they have on Instagram), they’re the top luxury car marque on platform by a long shot. They have boards for each of their current line of cars, as well as legacy models such as Bond’s first ride, the legendary DB5. In fact, James is such an active Pinner that Aston Martin identified him early on as one of their key brand advocates, and created a board specifically to showcase their longstanding relationship.

DBS Bond Blog

For nearly 50 years, James Bond and Aston Martin have gone together like vodka and martinis

James Bond might be the ultimate luxury consumer, but like many people in his demographic, he’s busy leading a life chock full of speed boats, partying, private jetsexotic sports cars, skiing, and of course personal submarines. He doesn’t have time to stop by a store anytime he needs to buy something; he’s always on the go. This makes Instagram and Pinterest the perfect platforms for luxury brands to engage with Mr. Bond and people like him; after all, Pinterest users are predominantly young, wealthy people who spend a lot of money on the platform, and nearly 30 percent of them make more than $100,000 a year.

Pinterest and Instagram are inspirational and aspirational by nature and design, making them a perfect fit for brands whose products are beautiful, desirable, and exclusive.These facts aren’t lost on high-end brands; a recent study revealed that 93% of them are active on Instagram. Marketers looking to maximize the awesome potential of these networks should definitely download our new guide, which is packed with insights, tips and techniques from top luxury brands. The guide was created to help luxury marketers capture their brands’ distinct, exclusive ‘feel’ and culture to create a rich experience for audiences on Pinterest and Instagram, and covers everything from content strategy and harnessing hashtags to and setting and achieving goals that will really move the needle forward.  If you have any other questions, feel free to reach out to me, my name is Osborn.

 

 

 

 

Top Tips for Halloween Promotions VIDEO!!

By , On October 14th, 2014. In Instagram Marketing, Pinterest, Pinterest Marketing, Pinterest Promotios.

Happy Halloween!! With Oct 31st just around the corner, we’ve created this video to give you some last minute top tips for your promotions on Pinterest and Instagram.

Whether you are a retailer, publisher, brand, or practically any any other type of business, Halloween is a perfect time to run a Pinterest or Instagram promotion and get in on the fun.  Promos are a great way to build audiences, increase your brand’s visibility, boost sales and tap into spooktacular User-generated Content.

Even if you are a cosmetics brand, asking your fans to paint their faces would create a barrier to entry; but it's Halloween, so people are already doing it!

Costume contests are always great. Usually, asking your fans to do something like dressing up or painting their faces would create a barrier to entry for your contests; but it’s Halloween, so people are already doing it!

If you want more tips for getting the most out of your upcoming promotions and engaging your fans while they’re excited and anxious to share their Halloween creativity,  check out our full Marketers Guide to Halloween Promotions on Pinterest and Instagram. This downloadable guide includes:

Contest Ideas 

Americans spent $7 billion on Halloween last year, and this year 43% of adults plan to dress up while 50% will decorate their house. The same intense burst of creativity that makes Halloween so incredibly fun also makes it a Pinterest and Instagram marketer’s dream, and the perfect time to run a promotion on these platforms. You don’t necessarily need a direct connection between your brand and Halloween; you just want to be a part of the action and conversation.

Party City’s Hello Halloween promotion perfectly illustrates the power of choosing the right platform and optimizing your contest for it. As a party supply company, their catalog makes for outstanding Pinterest content, and they did a great job of capitalizing on Halloween trends and highlighting their brand’s connection to the holiday. They offered a valuable, relevant prize, made it easy and fun to enter, and gave participants multiple opportunities to “Pin&Win.” The result? Nearly 3,000 participants and thousands of Pins!

Party City’s Hello Halloween promotion perfectly illustrates the power of choosing the right platform and optimizing your contest for it. As a party supply company, their catalog makes for outstanding Pinterest content, and they did a great job of capitalizing on Halloween trends and highlighting their brand’s connection to the holiday. They offered a valuable, relevant prize, made it easy and fun to enter, and gave participants multiple opportunities to “Pin&Win.” The result? Nearly 3,000 participants and thousands of Pins!

For example, you could run a Pinterest promotion in the weeks running up to Halloween on creating your dream costume, and an Instagram photo contest on Halloween night to show off how they turned out! The guide contains tons of ideas that can be adapted to work across many product categories and industry verticals.

How to Design Your Promotions to Be Scarily Successful 

Whether you’re trying to gain more followers, increase engagement and amplification, drive website traffic or promote a specific product, you need to prioritize your objectives and engineer your contest accordingly. After you’ve prioritized your objectives, consider if you’d be better served by a promotion on Pinterest or Instagram. Brand marketers looking to drive metrics such as awareness and brand recall should seriously consider experimenting with Instagram, while direct response marketers interested in clicks, sales and conversions can harness the massive potential of Pinterest (for more info on deciding where you should run your contest, check out our post on the comparative advantages of Pinterest and Instagram, or this flowchart.) Our Halloween guide contains detailed info on:

  • Establishing and Achieving Contest Goals
  • Barriers to Entry, and Their Impact on Success
  • Picking a Prize, and How Prizes Affect Contests
  • Harnessing #Halloween Hashtags

That last point is critical. A promotion that harnesses the surge in social traffic around Halloween can be a huge audience booster, as well as a powerful tool for migrating your audience over from other platforms. #Hashtags are key to building these conversations on Instagram, and making sure your promotions stand out on Halloween and don’t fall into the background noise.

These are just a few of the resources available in our full Marketers Guide to Halloween Promotions on Pinterest and Instagram. We have helped brands run hundreds of successful promotions on Pinterest and Instagram, so if you’re interested go to www.piqora.com and request a demo, we’d love to talk with you! But more than anything else, we wish you a fun, safe, and…

Happy-Halloween

Retail Marketers: Should You Focus on Pinterest or Instagram?

By , On October 6th, 2014. In Industry Insights, Instagram Marketing, Pinterest Marketing, Piqora Features.

Almost daily, retailers ask us “is Instagram or Pinterest a better network for us to market on?” Of course the answer varies between business verticals (and even within these categories the answer isn’t always the same) but in an effort to help you decide where you should be focusing your efforts, we created this handy flowchart!

Retailers: Pinterest VS Instagram FLOWCHART!

Of course many brands can, do, and should have an active presence on both Pinterest and Instagram. They are both “happy networks,” with generally positive interactions (especially when compared to Twitter or Facebook) that are mood-elevating, aspirational and inspirational. Both are image based, accessed primarily through mobile devices (75% for Pinterest and nearly 100% for Instagram,) and are unique in that users follow others primarily because of similar interests, rather than personal relationships.

But there are definitely cases in which one network will serve the needs of a business better than the other. For instance, if you mostly sell luxury goods, Instagram will likely be a much better platform for you; for more info about why, check out our upcoming guide for luxury brands, which we’re publishing later this week.

A key takeaway is that retailers who are focused on using social to drive direct response metrics like clicks, sales and conversions should harness the power of Pinterest to promote their products, turbocharge referral traffic, increase average order value, and drive sales. On the other hand if you’re looking to boost awareness and brand recall, you should seriously consider experimenting with Instagram.  Regardless of the network (or networks) that you decide to invest in, success will come as you continually experiment with and tweak your creative to find the sweet spot that resonates with your community.

 

You’re Invited: Piqora Twitter Chats #piqorachat

By , On September 30th, 2014. In Pinterest Best Practices, Pinterest Marketing.

#piqorachat Twitter chat
We’ll be hosting a series of Twitter chats, starting Wednesday, October 8 at 12pm PT/3pm ET for social marketers about how to be effective on visual networks like Pinterest and Instagram. During each chat we’ll share actionable data, insights, and research about the visual web to help make marketing on these networks a little bit easier (and your results a little better).

So, obviously we get a lot of questions from marketers about the most effective strategies on Instagram and Pinterest for their brand. It’s really true that finding the right visual web strategy is like solving a puzzle. Which is cool, because connecting with other marketers on an individual level to help solve their Instagram and Pinterest challenges is one of my favorite parts of working here. It’s also why we decided to host these Twitter chats, to talk about these networks, why we love them, and why we think marketers should love them too [even more than Facebook].

The topic of this first #piqorachat will be Halloween promotions on Instagram and Pinterest. If you just can’t wait until the chat to learn more tactics and best practices, you can get the Marketer’s Guide To Halloween Promotions right now.

Huge Bonus: we’re excited to have Kelly Lieberman, social media manager and founder of the #pinchat Pinterest chat, join us as co-host for our first ever #piqorachat. Kelly’s popular #pinchat takes place on Wednesday nights at 6pm PT/9pm ET and inspired us to start our own ongoing dialogue with social media mangers about Instagram and Pinterest. Find Kelly on Twitter at @Tribe2point0 and on Pinterest here.

So, to sum up:

    • Who: Piqora and Kelly Lieberman, founder of the popular #pinchat Twitter chat, and YOU!
    • What: an hour long Twitter chat
    • Where: on Twitter – follow along using the hashtag #piqorachat
    • When: Wednesday, October 8 at 12pm PT/3pm ET
    • Topic: Halloween promotions on Instagram and Pinterest (learn more in our guide here).

Hope you can join us! We’re looking forward to chatting about Halloween promotions and of course, answering any questions you may have about Instagram and Pinterest.