Know How: Get in Control of Your Organic Reach

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Know How: Get in Control of Your Organic Reach

25.06.2020

With Facebook and Instagram fiercely shrinking your posts’ views, it’s safe to say that organic reach will only continue to plummet. And the steep competition will only make it worse. 

Guided by the principle of displaying only hyper-relevant content to declutter users’ feeds from the excessive promo, social sites mostly look to pump up some advertising revenue. 

So if you have 10,000 followers on Instagram, only a tiny 20-30% of them will come across your posts in their feeds. Reaching the rest of the 7,000 now has a price tag.

But… there’s a silver lining!  

Besides learning how to ramp up your organic reach on Instagram through custom hashtags, find out what you shouldn’t do with negative comments on your Facebook ads, discover an automation to find around 200 new nano-influencers on Instagram each day (and why they matter!), discover a simple tactic to elevate your Google Ads’ quality score to have a higher ad rank, along with some other mind-shifting tips and tactics in this week’s Know How article.  

 

SMM: Reign In Your Dwindling Organic Reach With Hashtags

Advertising: Ignite The Copy-Creative Combo In Your Ads

Influencer Marketing: Drive Massive Sales With Nano-influencers

Advertising: Boost Your Google Ads’ Quality Score With Smart Keyword Insertion

Advertising: Discover If Your Google Ad Appears For Your Target Keyword

 

Ready for some real growth-hacking boost?

Let’s dive right in! 

Reign In Your Dwindling Organic Reach With Hashtags 

By Albert Arshakyan

 

Have you ever tracked how often you check Instagram in a day?

Every hour? Every three hours? Or maybe every 10 minutes? 

Just like any social media platform, Instagram wants its users to stick, to crave for its content while away, and return as soon as the urge becomes irresistible.  

Why?  

Because the more time users spend on Instagram, the easier it is to reap revenue from them.

It’s no secret that Instagram achieves this incredible dwell-time by populating its feeds with hyper-personalized and behavior-based content that immediately speaks to its users.  

One of the signals its algorithms rely heavily on to determine each post’s individual relevance is the past engagement users had with similar themes and the page. 

Have they reacted? Shared? Dropped a comment? 

And if the previous interaction hits the Instragram-bound threshold, the post will eventually appear on users’ newsfeed. Hence, if your past content repeatedly spurred good engagement, you’ll likely see it reflect on your organic reach too!

Facebook labels this type of content “thumb-stopping”—as it’s enticing enough to compel people to stop their scroll to take a closer look and likely engage.  

And this is exactly the type of content you should consistently create!

To make sure it reaches your audience, I’ve come up with an amazing #hashtag tactic to complement it with and thrive even in the dwindling organic reach.  

Back in 2017, Instagram announced that users can now follow hashtags and see the posts that use that exact hashtag in their feeds. It’s a great way to discover new photos, videos, and pages in your favorite niche! 

 

However, as hashtags skyrocketed in popularity—with some attracting even millions of followers—Instagram started to expand its reach-degrading tactic, displaying the posts to just a small fraction of their audiences. 

But here is a smart workaround!

Instead of using an already existing hashtag, create your own customized one and invite your followers to follow your hashtag. This will ensure that most of your hashtag followers will encounter your posts while scrolling through their feeds. 

I’d also suggest you give your hashtag a descriptive name to illustrate the content users can expect on it. 

Say, if your product is dog-related, your hashtag can be like #LearnAboutDogHealth. See, I just created a brand new hashtag that doesn’t exist on Instagram yet! 

The posts you create with this hashtag should include a fine mix of both educational and entertaining value interspersed by just a few product-related promo posts. 

Much like the 80/20 rule!

Then every time you make a post with this hashtag, you can ask your followers to follow your hashtag to not miss any of your valuable posts. 

The success of this tactic really boils down to impressive content to attract most of your followers—and beyond—to follow the hashtag and engage with the posts to increase its reach. This way, you’ll create one more bridge to hold your audience tight to your brand. 

In your followers’ point of view, they too will be rewarded! Because they won’t miss any of the valuable content in topics they are passionate about and truly love. 

Ignite The Copy-Creative Combo In Your Ads

By Lena Martirosyan

 

Precise targeting is important to appear in front of qualified leads. Yet compelling copy paired with a great visual is what will eventually drive your leads to act. 

So here is a quick rundown of 3 forward-thinking tips you can use to create a high-converting copy-creative combo that will revamp your sales. 

Tip #1: Your prospects should clearly see the benefits that your product/service promises to bring to their lives. Choose 3 main benefits that you think are the most impactful and showcase them through carousel ads. 

Tip #2: If your product is already being shipped and you are getting positive reviews from your first backers, use them in your ads to cast your product in a more credible light. To pack several reviews into a single ad for a compound psychological effect, you can use carousel ads. 

But here is a small challenge. With numerous fake accounts floating online, many people have become skeptical about the authenticity of product reviews. This is why I suggest you also ask for video testimonials from your first backers to bolster the trust around your brand and wrap your product with some human touch and channel real emotions. 

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Tip #3:  More often than not people may express their uncertainties about your product through negative reviews and comments. While hiding some of the bad comments is often necessary to prevent them from impeding your ad performance, you shouldn’t escape them in any way. 

Instead, weave that precious information about your product’s downsides into your copy and reciprocate it with another of your product’s benefits that will challenge your leads to revisit their initial views and even prime them to purchase.

You may think this should always resemble some sort of a logically-constructed argument. But no. Not even close. Sometimes you may find it more powerful to write in a quirky tone—if the nature of your product allows you for that room, of course. 

Spoiler: We’ve tried this approach with one of our recent ad projects—LaMarque—when we just took the negative comment and put it right on our banner. Just picture the massive traction (and conversions) it got! 

Check out more about it in our next week’s Know How! 

The key takeaway today is not to leave your negative comments hanging in the air. Otherwise, you may lose many of your convertible prospects. Because think about it… it requires a lot of interest in your product to drop a comment—even a negative one.

Drive Massive Sales With Nano-influencers

By Sona Madoyan


Today, we see more and more brands switching from big influencers to smaller ones. It’s because smaller influencers tend to have a better bond with their audience and a more engaged follower base. 

While lots of marketers may have integrated micro-influencers into their influencer campaigns, nano-influencers seem to have faded into the background. 

Still, you shouldn’t underestimate their power.

Commonly referred to as those with 500 to 10,000 followers, nano-influencers’ audiences are not large at all. Yet this small number is often made up of some dedicated followers who will drive home most of your sales. 

Not having a gigantic follower pool, nano-influencers know their audience far better and interact with them far more frequently than their macro and mega counterparts. Some may even organize offline meetups to connect with their fans. Nano-influencers also charge significantly less and are more willing to go the extra mile for your brand. 

You may also consider them for an affiliate partnership, which will incentivize them to seek ways to harness even more sales. Because with every conversion, they’ll earn a commission.

You may now well be so excited that you are looking to land your first partnership with a nano-influencer right off the bat! 

But first let’s see how you can find them. 

On Instagram, nano-influencers tend to add the hashtag #discoverunder10k to most of the posts they publish. Hence, finding the posts that contain the hashtag, you’ll also unveil the nano-influencers behind them. 

But we aren’t going to collect all the profiles manually, of course! 

To scrape all post information that used #discoverunder10k hashtag, we’ll enlist the automation of PhantomBuster’s Instagram Hashtag Collector

To activate it: 

  1. Select  “+” use this phantom” on Phantombuster’s Phantom Library. Know How TCF
  2. In the Input section, fill in the required information, including the hashtag (i.e. #discoverunder10k) and the Instagram session cookies. Just sign in to Instagram on your laptop for it to be filled automatically. 
  3. Next, indicate the number of posts to scrape in total and per each launch. 
  4. In the end, name the CSV file where all the extracted information will be saved in.  

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In the Settings, also indicate whether you want to run sessions manually or automatically. If you have chosen to run the scraper manually, you’ll need to launch it several times a day with defined time-intervals between sessions. 

Whether you decide to scrape the information manually or let automation take care of it, make sure you don’t do it. Otherwise, Instagram may simply block the automation. 

4-5 times a day with 50 results per launch is ideal. 

In the “Notification” section, also choose how you want to be notified of your progress. 

Once you’re done with all the three sections, you are all set to launch.  Know How TCF



With every new launch, Phantombuster will scrape the defined amount of posts with the #discoverunder10k hashtag, and seamlessly lay out all the data in a CSV file. Know How TCF

Later, you can sort out the information according to the number of likes or comments, and start outreaching the best-fit nano-influencers with your compelling offer.

Boost Your Google Ads’ Quality Score With Smart Keyword Insertion

By Hayarpi Igityan 

 

If you want to improve your Google ads’ performance, you need to boost your quality score. A high-quality score places you in a better position to beat the Google Ads auction, ensuring your leads will see your ad upon making a relevant query. 

This week I discovered an advanced option in Google Ads that will help you attain a higher quality score and garner your ad a more favorable position on a SERP. It’s called dynamic keyword insertion. This smart function allows you to replace a fragment of your ad headline with the keyword you target. 

All you have to do is type in {KeyWord: <your keyword> } in the designated placeholder where you’d usually write your ad headline. 

Let’s say you write in Buy {KeyWord: white chocolate}.

While processing the search, Google Ads will automatically replace the word after “Buy” with the keyword indicated in curly brackets if it matches the keyword in the search query. 

As a result, your ad will only be displayed to qualified leads who will likely be interested in your product, substantially trimming your ad costs and increasing your conversions.  Know How TCF

Discover If Your Google Ad Appears For Your Target Keyword 

By Elen Afrikyan 

Your Google ad likely targets an exhaustive list of keywords—a mix of both short- and long-tail, more or less competitive keywords. But will your Google ad appear every time your keyword matches the term in the search query? 

The process isn’t as straight-forward as you may expect. 

Every time a user searches for a term that matches your keyword by any of the 3 match types you’ve identified (exact, phrase, or broad), your ad enters an auction to determine whether and in which position your ad will appear in depending on the quality scores and bidding of your competition. 

Running a simple Google search on your laptop won’t give you many insights!

Because first, you can’t attribute all your multiple audiences’ characteristics to yourself. And second, your Google search is personalized which, while not to a tangible degree, will still impact the ads and the order in which they’ll appear on your page. 

But it turns out there is a very useful tool within Google Ads which shows whether your ads will be displayed when a relevant search query is made. 

If you navigate to the “Tools & Settings” section in Google Ads, you’ll find the “Ad preview and diagnosis” under the “Planning” section. Know How TCF

Here you can select a country, language, device, and audience (similar, custom, website visitors, and users who are not in any audience) to boil down the results to each distinct segment of your target.  Know How TCF

In fact, you can type in just any search term on the planet you want to scan results for!

But now let’s focus on the keyword that your own search ad targets. 

In the first example, you can see that my search ad shows up for the long-tail keyword “tea machine kickstarter” when the query is conducted from the United States on a mobile device.  Know How TCFKnow How TCF

In the second example, I entered the highly competitive “indiegogo” keyword. While my search ad does target the keyword, it doesn’t rank for it due to the many stronger ads fighting for a spot. 

When an ad is not displayed, Google gives you a detailed account to explain the reason. 

In this particular case, the reason why the search term didn’t trigger the ad to appear on the page was the low ad rank influenced by the bid strategy and quality score. This already provides enough guidance to introduce changes to this search ad, so it becomes more competitive to win the bids. Know How TCFKnow How TCF

——

This much for this week, folks! 

Have you already created your brand new custom hashtag on Instagram? It can be a real needle-mover toward bonding with your audience through entertaining content! 

What about the genius keyword insertion hack? It will take you just 5 short seconds now yet the impact of your higher ad rankings will definitely go a long way. 

As you walk out inspired by these eye-opening tips and tactics, don’t forget to also read our most comprehensive A-Z crowdfunding guide where we share the 131 exclusive tips TCF’s team uses to repeatedly smash Kickstarter and Indiegogo benchmarks. 

And don’t forget to come back in a week!

 

Ani Ter-Margaryan

Ani Ter-Margaryan

I’m a data-driven Digital Marketing enthusiast. Fascinated to watch and act while AI shakes up today's marketing landscape. Have my keen eye pointed at the latest industry trends and love creating engaging digital content.

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