We Now Offer Our Audience-Targeting Capabilities for Instagram Ads
We’re pleased to announce that our customers can now take advantage of Keywee’s innovative audience-targeting capabilities to share their stories as paid posts on Instagram and drive high-performing traffic to their website. With a community of more than 400 million users, Instagram is one of the world’s largest mobile ad platforms. Last year’s addition of direct-response buttons, such as “Learn More,” to its ad format made the platform even more compelling to publishers and content marketers. These buttons can link to a particular webpage, like an article, and drive action to meet specific business goals such as subscriptions, newsletter signups or audience development. Our customers, including some of the top publishers in the world, wanted Instagram support. Now they have it!
So, How Does it Work?
Keywee now does the same thing for Instagram that it has done successfully for other platforms such as Facebook and Yahoo. Specifically, Keywee:
Uses natural-language processing to scan content and understand what it is about.
Employs its vast database of historical performance to target audiences that have been shown to act on different types of content.
Automatically generates numerous variations of paid posts, with optimized bids for each selected audience.
Provides insight into how the paid posts are performing with their targeted audiences, across platforms.
We’re excited to continue to grow in line with our customers’ needs!
As you may have heard, Keywee is running a referral program – we’re giving away great prizes to anyone who refers a new client to us. But you may still be wondering: what are those amazing prizes and how exactly can you get one?
As a grand prize, we’re offering a choice between an Amazon Echo, an Apple TV, Airpods or a $150 Amazon gift card.
All you have to do is introduce us to someone that would benefit from Keywee’s services. Just reach out to Mallory at email@example.com (or your contact at Keywee), during one of our referral periods and she’ll set up some time for your referral to chat with a Keywee representative, maybe even over a slice of Keywee cake.
If your referral agrees to a quick demo, we will send you a $25 Amazon gift card after our call. If they become a client, we’ll send you the grand prize of your choice. If you want, we’ll even let you kiss our unicorn!
We’ve already had several grand prize winners.
As a reminder, Keywee helps publishers, brands, and retailers distribute their content to the most engaged audiences at the best possible cost on social platforms. As you (hopefully) already know, we work with The New York Times, National Geographic, iHeartRadio, Purewow, and so many more!
Keywee facilitates a lot of Facebook advertising (think millions of posts), so it doesn’t surprise us that we get a lot of questions about it. In fact, we’ve heard quite a few times that people’s favorite part of our webinars is the live Q&A we host at the end. So this week, we hosted an “Ask Me Anything” (AMA) Webinar. That’s right – a webinar that was entirely questions. You can watch the recording of the full webinar below, and here are a few of the most popular questions about distributing content on Facebook.
Do you see any value in paying for Page Likes?
Generally, we’ve been hesitant to recommend using Page Like campaigns. However, for those who are just starting out, you do want to have a critical mass of Page Likes, and a Page Like campaign can be a great way to accumulate those. Facebook looks at your Likes when prioritizing your distribution (both organic and paid), but any Likes above ten thousand generate only marginal gains to Post efficiency. At that point, your resources are better spent elsewhere.
What is the rule of thumb with text on images? Is it the same for organic content as well?
For paid posts, the Facebook algorithm will automatically reduce the performance of any post with an image that is more than 20% text. However, we’ve actually seen no indication that images with text were ever performing well, even before the latest Facebook algorithm update. So while the same rule doesn’t apply to organic posts, we don’t suggest using text-heavy images.
What kinds of topics maximize traffic to my site?
Generally, the topics that drive the most traffic to your site are the ones that appeal to the most people. So topics with mass appeal like pop culture, current events, and breaking news are usually good bets. The problem is that these topics often revolve around timely content. Timely content is short-lived so it can be hard to invest a lot in any one piece. The real winner here would be evergreen content, which can live for a while and continue to drive traffic to your site. An example might be “Top 100 Rock Musicians of All Time.” It has broad appeal, but can also stay relevant for months or even years to come.
It’s also important to take a step back and think about why you’re driving traffic. If you want to bring in a qualified audience, sometimes a niche piece of content can perform much better for your business goals.
These were just a few of the questions we went over in our webinar. The full recording is below if you want to learn even more about how content creators win on Facebook.
Reach out if you’re interested in scaling your content distribution efforts on Facebook.
We all know how important A/B testing is when it comes to distributing content on social media. Experimentation and optimization is the key to making sure that our posts yield the results we’re after: lower cost per click, higher click-through rate, lower cost per acquisition, etc. Keywee has helped content creators distribute over 1 million articles, and during that time, we’ve noticed a few trends across posts that perform well on social media.
While some of these trends might seem obvious, others patterns were surprising, even to us. To make this a little more interesting, we’ll show you two pictures and let you guess which did better.
First, we’ll look at the effect of pictures on post performance.
For this first post, we’ll look at the difference between a black and white photo and the same photo in full color. Which do you think did better?
I hope you voted!
While the black and white image may seem more dramatic or artsy, we’ve actually seen that having a color image dramatically increases the performance of the post. In this case, the color picture had a 59% lower CPC than the black and white image. Color images can provide a welcome break from the black and white text of the News Feed.
Next we’ll compare several creatives from the same article to see what types of images perform best.
The first example pits people against objects. The first picture is of Martha Stewart and the second one is of an inanimate object, the inside of a well stocked fridge – take a guess.
As well organized as that fridge is, it just didn’t perform as well as the portrait of Martha Stewart. The post with the image of Martha, a very recognizable person, had a click through rate that was two times higher than the post featuring the fridge.
To be sure that Martha was the cause of that change, we then tested two posts with the same texts. But because the image of the fridge didn’t do so well, we also opted to test a different photo – one of a “dream” kitchen interior. Do you think Martha’s winning streak will continue?
This one didn’t surprise us — the image with Martha still had a 1.5 times higher click through rate.
For our final test for this piece of content, we looked at different post texts. One, a short question, and one a lengthier, more informative post. Which one won?
Did you like our short question there? I hope so, because with these posts, we saw that the shorter post text was more engaging. Not only did it have a 23% lower cost per click, it also had 5x more likes.
Now that we have thoroughly tested these components of this social post, we would continue to promote the post with the image Martha Stewart and the short post text, while adding in new creatives to see what else works well.
Of course this was just one article and there are exceptions to every rule. We asked ourselves “What if it’s not a recognizable person?”
For our next test, we’ll look at a person who isn’t very recognizable and a very recognizable object. This experiment compares the performance of a post containing one of the most famous logos in the world, and one with the person who ran that company for years. Which do you think people responded to?
In this case, the object wins. The beloved logo of Coca-Cola outperformed the image of their former CEO, even though he is happily sipping on his very own Coke. Our suggestion is to consider the “fame factor” – go with what people know. Familiarity sparks interest.
From these tests, we can offer a few general guides to help you with your own optimization.
Color photos generally outperform black and white images.
People click on people, unless it’s a more famous logo or object.
Your post text should be short, sweet and to the point – unlike this blog post.
If you want to learn how Keywee can help with your A/B testing and content distribution, request a demo here