2026 Social Media best practices: What has changed and how to adapt

Social media has evolved rapidly in the past few years.  Algorithms are smarter, AI is now part of nearly every social media marketing workflow, and users are increasingly turning to social platforms as search engines.

For brands, social media best practices are no longer about posting consistently.  It’s about creating discoverable, authentic content that works across algorithms, AI apps, and social communities.

Three major changes are shaping social media marketing in 2026:

1. Using AI Tools

Artificial intelligence tools like ChatGPT, Claude, and Gemini have become standard tools for marketers to brainstorm ideas, generate drafts, analyze performance data, and repurpose content.

Nearly all social media professionals now use AI in some capacity, though the most successful brands still rely on human creativity and editing to maintain an authentic voice.  If you have never used an AI tool like ChatGPT, read our blog, How to Use ChatGPT to Create Social Posts.

In addition to using AI applications to generate ideas and rewrite content, you will also need to consider how to create content that is found and referred to by ChatGPT, Claude, and Google Gemini to allow your content to be more discoverable.

2. Authentic content matters more than ever

On the flip side, as AI-generated content floods social media, audiences increasingly value real human voices and experiences.  Research shows many consumers trust brands more when they believe the content was created by a real person rather than entirely generated by AI.

3. Social Media and AI platforms have become search engines

More users are now searching directly on platforms like Instagram and YouTube instead of Google.  In addition, searches start in ChatGPT and Claude rather than in the Google search box.  That means two things.

#1: Captions, titles, and even spoken words in your Instagram Reels and YouTube videos should include keywords you want to be discovered for.

#2: You need to create content that is AI-friendly.

In short, social media success in 2026 requires a mix of authentic storytelling, smart use of AI tools, and search-friendly content.  Let’s dive in and explore new changes you should embrace this year!

Social Media Best Practices for 2026

In the ever-evolving realm of social media, staying ahead of the curve is crucial for both B2C and B2B businesses aiming to make meaningful connections and drive results.  As we move through 2026, understanding social media best practices, creating posts on the best days and times, and using AI correctly can help you maximize your social media efforts.

1. Using AI in Social Media Marketing (without losing your voice)

AI tools like ChatGPT have dramatically accelerated how marketers create content, but they work best when used as assistants, not replacements.  The most effective brands use AI to support their creativity, not automate it entirely.  Smart ways to use AI in social media marketing include:

• Brainstorming post ideas or campaign concepts
• Repurposing long-form content
• Summarizing blogs into multiple social posts
• Identifying keywords or hashtags
• Analyzing performance trends

Keep in mind, AI-generated content should always be reviewed, edited, and personalized before publishing.  Social platforms are increasingly detecting and labeling AI-generated content, and overly automated posts may see reduced engagement if they feel generic or impersonal.

The AI social media best practices for 2026 involve a “human-in-the-loop”.  Therefore, here are the steps to guide you:

• Use AI to speed up brainstorming and drafting
• Edit heavily to add real experience, personality, and brand voice
• Publish content that feels human!

For a deeper look at how to use AI tools effectively in social media marketing, read our guide: How to Use ChatGPT to Create Social Posts.

2. Be More Authentic

Wth AI-generated posts dominating the landscape, one of the best social media practices for 2026 is to be more authentic.  Human storytelling wins!

Be honest, revealing, and show that a human is still driving your business.  Authenticity can help you build trust and foster a stronger connection with your followers.  In addition, create more empathetic posts instead of relying solely on sales-focused messages.  Our blog, Empathetic Marketing: How to Communicate in Times of Crisis, can help!

3. Optimize your content for Social search

Creating content for social search means thinking like your audience and how they ask questions.  Instead of posting generic captions, use natural, keyword-rich language.  Use phrases like “best cycling gear for cold weather” or “how to train for a triathlon”.

Where to use keyphrases to optimize your content for social search:

• In your copy
• Video titles
• Saying the keyword or keyphrase out loud in the audio
• Descriptions
• Image ALT tags

This enables your content to be found when viewers search within channels like Instagram or YouTube.  The goal is to make your content discoverable not just in the feed, but long after it’s posted. 

Creating this optimized, AI-friendly content means structuring your posts so algorithms can easily understand, categorize, and recommend them.  Use clear language and descriptive captions so platforms can confidently surface your content to the right audience. 

Got a brick-and-mortar shop or restaurant? Or even a coworking space? Include your Instagram handle in a high-traffic area to allow visitors to find you on social and tag you in their posts!

4. Build community and foster engagement

Social media best practices are not just about broadcasting messages; it’s about building a community around your brand or organization.  Engagement is worth more than likes or follows!  By engagement, we mean your readers or followers are:

• Clicking on your links
• Adding a comment
• Sharing your post with others
• Sending you a DM (direct message)
• Sharing your posts in a text or on WhatsApp

These last two, sending you a DM and sharing your post in a text or WhatsApp, are a more ‘dark social’ or private engagement, but are still important.  In addition, engagement means liking, commenting, and sharing like-minded posts from respected brands and leaders in your industry. 

How do you determine which of your posts are getting the most engagement so you can replicate them?  Take a look at your LinkedIn, Facebook Analytics, or Instagram Insights to see which posts not only have good reach but also good engagement.  Tools like Hootsuite are also helpful as they can tell you when your audience is online and more likely to engage! 

How to Foster Engagement

Other ways to foster engagement and build community are to share testimonials and product reviews, and recount one-in-a-lifetime experiences!

If you’re not already doing so, encourage past customers or clients to share their experiences, photos, and videos through social media and with a review on your site or through Google.  See how we’ve done this for Maui Snorkeling!

In addition, make it easy for someone to leave a review.  On a trip to Sayulita, Mexico, we booked a boat tour with Chica Locca, and their staff had QR codes on the backs of the shirts!  You could easily scan and leave a review or submit a photo or video during the tour.  Leverage your social media platforms to amplify these authentic stories and testimonials!

One of the best social media practices is to foster a sense of belonging.  Make followers feel heard and valued.  

5. AI Is Driving What Content Is Seen

In 2026, social media algorithms rely heavily on AI to determine what content users see, analyzing signals like watch time, interaction patterns, and even scroll behavior.  Social media success isn’t about “hacking” the algorithm.  It’s about creating AI-friendly content that holds attention and feels relevant in the moment.

The more your content encourages people to pause, watch, save, or share, the more the algorithm learns to distribute it.  In this AI-driven world, strong storytelling and authentic moments will outperform overly polished or overly promotional posts every time.

6. Strategically use hashtags and emojis

Hashtags remain important for increasing your discoverability and reach on platforms like YouTube, Instagram, and X.  However, it’s crucial to use relevant and targeted hashtags rather than relying on generic ones.  Instagram now limits hashtags to a maximum of 5 per post or Reel.  Research trending hashtags in your industry.  Create a hashtag for your brand!  Remember, everything can’t be #instagood

For emojis, go lightly.  Social media best practices are to use emojis to break up copy; 2-3 in a post is plenty!  A runner emoji with the wind behind them or a monkey covering its face could catch your reader’s eye more than just text.

With the worldwide daily average a person spends on social media at 2 hours and 30 minutes, it’s a great place to build or scale your brand!

 7. Where to POST

Determine the best channels to distribute your content by defining your audience.  Once you know who they are and which social channels they spend most of their time on, focus on those channels.  First, if you need a refresher on how to use Facebook, Instagram, and X, read our blog: Social Media Back to the Basics!

• YouTube has more viewership and a larger active base than Instagram!
• X (formerly Twitter) has faced a rapid decline.
• TikTok is still the most popular among younger demographics.
• LinkedIn remains the go-to platform for B2B marketing.
• Facebook remains the largest social network!

Keep in mind, these social platforms may not be where YOU spend most of your time.  You may have deleted your personal Facebook page in 2016!  Instead, think about where your target demographic spends most of THEIR time.  Facebook users are an older demographic, but one with high purchasing power!

Not sure which social channels people are using to find your brand?  Look at your website’s analytics, or better yet, Google Analytics.  The data may surprise you!  Need more help?  Drop us a line!

8. What to post on social

Many of us stare at the blank slate when it comes to writing engaging copy.  This is where AI tools like ChatGPT and Claude can help! Easily create captions for your photos and videos, then edit to add your own voice and brand messaging.  If you haven’t read our ‘Using ChatGPT for Social Posts‘ Blog yet, bookmark it for later.  

Don’t rely solely on static images or text-based posts!  Experiment with videos, infographics, and Instagram Story panels.  Use a poll or ask a question to keep your feed dynamic and engaging.  If you are not using Canva yet, get on it!  With Canva, you can easily use their AI tools to build out infographics, YouTube videos, and Instagram Reels.

How to Create BetteR Videos with less effort

You do not need to pay someone to help you create videos!  Experiment with recording yourself, and use Canva’s video templates for YouTube, Instagram, and TikTok to save time and money.  Ensure you make them more authentic by overlaying your recorded audio, your logo, and using your brand colors and fonts.

As video content continues to be a powerhouse on social media, driving higher engagement and retention rates, we’ve packed this section with lots of ideas you can begin using today!

Leverage short-form videos like YouTube Shorts to capture your audience’s attention.  Think more Instagram Reels and less polished full-length YouTube videos.

Videos and multiple images will perform better than a single static image almost every time.  Therefore, here are 2 blogs to read for more ideas to take better photos and videos:

• How To Take Great Photos
• Create Videos for Social Media

Pro tip: Do not post the same exact copy and imagery across each social media channel on the same day.  First of all, the links, videos, image size, copy style, and @ mentions will not work across all channels in the same way.  In addition, broken links or missing images can be seen as spammy.  Or just lazy.  Change up the copy and imagery slightly for each post.

Split Your weekly posts into themes

• 1 sales post (advertising services or products)
• 1 curated or UGC post (user-generated content). Share something from an industry leader or an article.
• 1 blog post share (from your blog) 
• 1 stellar customer review or success story!

This mix can change depending on what your marketing strategy is that month.  Are you running a sale or hosting a fundraiser?  If so, prioritize that in your weekly content mix!

9. How to post: use a content calendar + scheduling app

Plan out your social media posts and videos using a content calendar.  You can also use a Content Calendar to:

• Track email campaigns
• Blogs to be written
• PR campaigns
• Product launch dates
• Events and holidays

Having everything in one place makes it easier for everyone on the team to know what you’re posting and when.  Once you’ve planned out your content and everything is approved, use a scheduling app like Hootsuite to schedule your posts.  This saves you time and, therefore, money, and is one of the best social media practices you can get started with today!

Even if you are just using one social channel like Instagram, planning and scheduling your posts will help you stay consistent.  Social networks love that!  In addition, this will also give you a good idea of how posts will look on your Instagram profile page and help you stay on brand with a color profile or page style.

Read more on how we’ve helped brands get started with scheduling posts!

Don’t use a Content Calendar yet?  Get started by downloading our Content Calendar Template from Google Docs for FREE!  We’ve included Instructions for Use in the Content Calendar template.  Make a copy of it, and start populating your content today.

10. When is the best time to post on social media?

Besides what to post, the next question we get asked about our social media best practices is when to post.  Specifically, what days and times are best to post on social media?

How do you determine when your followers are most active?  First, take a look at your social channel’s analytics.  Schedule posts at peak times and on peak days.

• Days with the best engagement:  Tuesday- Thursday
• Best times to post: 9am-3pm

Keep in mind that some posts may do well regardless of the day or time you post!  And the opposite is true.  If something newsworthy or scandalous happens, your post may not get as many likes and engagement.

11. How to listen on Social media

A great way to write more engaging content for social media is to listen.  Social ‘listening’ involves hearing what people are saying.  Are you creating content that addresses their issues or answers their questions?  Learn more about how and why we follow the They Ask, You Answer philosophy.

How do you listen well?  Set up a Google Alert.  In addition, this is a great task to have ChatGPT, Claude, or Google Gemini help with!

Pro tip: Another social media best practice is to listen to your competition.  How do you do this?  Follow them on social.  Sign up for their email newsletters!

12. Sharing Links on Social Media to Articles, Blogs, or Videos

When you share a URL or website link on platforms like Facebook, X, and LinkedIn, and there is no social sharing or preview image that appears, first, shame on the author of the article or news source for not adding a preview image!  If this is the case, you can leave the URL in your post and then add your own image.  A warning: Often, this does confuse people if they click on your image and it does not take them to the link.  To avoid this, be clear in the wording of your post.

Pro tip: Once you add a link to a website or news article to a social post, clean up your copy by removing the URL link from the text.  The preview image (with the embedded link) will remain.  Then you can schedule or post.

For posts on X, leave the link in place.  For Instagram, you cannot add a live link to your copy, so you will need to use the link in bio- more on this below.

Pro tip: Give credit, tag, or @ mention the news source or publication you are sharing.  Ex: “Read more about traveling to Italy from our friends @AFARMedia!”

13. Update your social media Bio and Profile Links

In this ever-changing world, the copy you wrote last year for your YouTube or Instagram bio may no longer be relevant.  Update your bio or social profile a few times a year.

In addition, your bio is a great place to put limited promotions or holiday sale discount codes!  For example, “Save 50% by using code SUMMER50.”  This could easily fit in your Instagram profile.  Use tools like Linktree or LinkinBio to share several links under one profile link on Instagram.

Why do this?  You want people to take action in the least number of steps.  As an example, if you only have your homepage linked in your Instagram profile, and you just launched a new blog, how do you get readers there quickly?  If you are saying ‘link in bio’ and it only directs people to your homepage, do you think they will take the time to click the link in bio, then find your blog page, then find the right blog you were speaking of?

14.  Your Content is Your Storefront

Treat your content as your storefront.  As more and more searches begin on platforms like YouTube and Instagram than on Google, make your social channel a place where people can see your products or services in real life.  Allow for in-app shopping!

Do you use Facebook and Instagram and have a separate store on Shopify or WooCommerce?  One of our social media best practices is to connect your store and import your products through Meta Commerce Manager. 

In addition, you can choose whether to sell directly through Facebook or Instagram, or people can complete their purchase on your website. 

15. Use AI to Evaluate Your Social Media Performance

Social media best practices for 2026 include not only reviewing your social media analytics, but also using AI to help!  Ask ChatGPT and Claude to evaluate a channel’s performance and make recommendations!  

Still not seeing steady growth?

• Review your posting strategy
• Switch up days/times of posts
• Change up the type of content posted (hint: more videos!)

16. Instead of AI, work with brand ambassadors + content creators

Instead of solely using AI tools to generate your social content, work with content creators and ambassadors.  If you haven’t read our blog on Finding the Right Brand Ambassadors– get on it!

It takes time to find and build relationships with the right content creators or brand ambassadors.  So be patient, ask lots of questions to make sure you have the right fit, and think long-term.  You’ll find the investment is worth it when your ambassador is connected with your brand for years to come!

Takeaways from our Social Media Best Practices

We’ve covered a lot of ground in our review of the 2026 social media best practices.  Here are a few to remember:

2026 Social Media Best Practices Takeaways:

• Be smart about using AI tools!
• Determine which social channels your potential customers use
• Be authentic and engage
• Plan out content with a Content Calendar
• Be an active ‘social listener’ 
• Use AI tools to evaluate performance
• Work with brand ambassadors and content creators instead of solely relying on AI tools like ChatGPT, Claude, or Google Gemini

Thanks for reading and happy posting!

Meredith McConvill, Top Rope Media

Get to Know Your Competition: 5 Easy Steps to Conduct Market Research & Create a Competitive Analysis

As a small business in travel and tourism, action sports, or outdoor recreation, how do you know what your competitors are up to?  You need to start by understanding the landscape- not just the literal one your customers explore, but the competitive landscape for your product or services. 

Conducting market research and doing a competitive analysis might seem daunting.  However, in this blog, we’re walking you through 5 easy steps to conduct market research and create a competitive analysis.  Here are the 5 Steps we’ll cover to help you craft better marketing strategies:

1. How to Examine Competitor’s Customer Reviews
2. Analyzing a Competitor’s Messaging and Branding
3. Studying Your Competitor’s Social Media and Digital Marketing Channels
4. How to Monitor Brand Engagement
5. How Attending Industry Events and Tradeshows Can Help You Spy on the Competition

Why Perform Market Research?

From email marketing to paid ads, we can teach you all the tricks to be strategic with your marketing efforts.  However, it’s often time spent getting to know the demographic you’re targeting, and what your competitors are up to that will give you an edge.  Standing out isn’t just about having a great product or destination.  By performing market research and studying your competitors, you gain insights that allow you to differentiate your brand, anticipate trends, and meet your audience’s needs better than anyone else!

Here are 5 actionable ways to analyze your competition and examples of how travel, tourism, and outdoor industry brands can apply these strategies effectively!

1. Examine Competitor’s Customer Reviews as Part of Your Market Research

Online reviews are a key aspect of market research as they provide a goldmine of information about what customers love and dislike about your competitors.  Pay attention to recurring praises and complaints—these highlight strengths to emulate and weaknesses to avoid or capitalize on.

Where to Look for Your Competitor’s Product Reviews

• Google Reviews
• Reviews on their website
• Yelp Reviews
• Trip Advisor, Viator, Hotels.com, Airbnb, and other review sites
• Industry Publications and Journalists

Example #1: An adventure travel company might read competitor reviews and find frequent complaints about slow or unclear check-in processes.  By streamlining your check-in experience through digital tools or concierge services, you can promote “hassle-free tours or vacations” as a key differentiator.

Example #2: Glowing reviews about your competitor’s tour guides being exceptionally knowledgeable could inspire your creation of a quarterly team training to ensure your team matches or exceeds the standards!

Ask the Locals

Lastly, you can get reviews of your competitor’s products or services firsthand from locals in the particular region you operate in or are targeting.  How do you do this?  Rent mountain bikes at the local bike shop.  Pick up a guidebook at a gear or tackle shop.  While at the shop, ask for recommendations on the staff’s favorite gear, what tour operators are in the area, best hotels nearby…whatever space you play in, get some feedback on what they like and what sells.

Trip Advisor and Yelp will show you competitors’ reviews, but the locals will give you better feedback!

Horseback riding across the high windswept plains in Cotopaxi National Park was a breeze thanks to the team at Tambopaxi Lodge! They brought us gloves, ponchos, a guide, and two horses right to our accommodations all for $40US dollars per person for a 90-minute ride. 5 stars for hassle-free day trips and activities!

2. Analyze Competitor’s Messaging and Branding as part of your Market Research

What tone and messaging do your competitors use?  Are they adventurous and bold, family-friendly, or luxurious?  Understanding how your competitors position themselves helps you find opportunities to carve out a unique voice in your industry.

Here are a few ways to become more familiar with your competitor’s messaging and branding

• Sign up for their Email Newsletter and read it
• Use SEO tools like SEM Rush
• View their Website

Example #1: As an outdoor gear or adventure travel provider, you might discover that competitors market rugged, extreme adventures in their blogs and emails.  To stand apart, focus on the casual outdoor enthusiasts by emphasizing ‘comfort’, ‘accessibility’, and products or tours that are ‘beginner-friendly’.  A tagline like “Adventure Made Easy” can resonate with a less intense, yet substantial market segment!

Example #2: We work with a client in the avalanche education space and we noticed that so many people cross through the backcountry gates at resorts like Vail and Park City, yet do not have avalanche safety gear.  We then conducted some market research and found that Black Diamond, Patagonia, Salomon, and Burton…all these outdoor brands make gear for backcountry adventures yet offer no avalanche education piece to go with it.  We decided to get educated, took an Avalanche Education Class, and then wrote a blog on how to stay safe while traveling in avalanche terrain.  In addition, we supported our clients at the American Avalanche Institute by helping them create educational videos, blogs, and Instagram Live pieces for backcountry travelers.

Invest some time getting to know what messaging and branding your competitors are featuring this season and look for the gaps.  For more on market research tools, marketing technologies, or how to improve SEO on your website, read our blog: How to Improve SEO and Why It’s So Important.

These climbers not only kick ass, but they’re also helping their favorite brands, like Petzl, create brand awareness and showcase products in use.

3. Study their Social and Digital Marketing Channels

Start your market research by exploring where your competitors are most active.  Are they dominating Instagram with breathtaking travel photography?  Are they leveraging brand ambassador content or using SEO to rank high for adventure travel keywords in their blogs?  By identifying which channels your competitors prioritize, you can refine your strategy and uncover gaps they’re leaving unaddressed!

We know spending time on social media can be exhausting.  Yet by investing an hour each month into a few key competitors, you can develop knowledge to drive marketing strategies.

Digital Marketing Channels to Use for Market Research on Your Competition

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

Example: A travel agency specializing in eco-tourism might notice that a competitor’s blog ranks for “best sustainable travel destinations” but has minimal YouTube presence.  By creating a YouTube series featuring eco-friendly travel tips and tours, you can capture an audience that prefers video content, filling a gap in the market.  We helped our client High Mountain Gear start up a YouTube Series so people could get to know the Founder, Kyle Willis, and the why behind his products!

If posting authentic and engaging photos and videos is a weak area for your travel or outdoor brand, we’ve got two DIY blogs that can help:

• How to Take Good Photos to Market Your Business
• How to Create Videos for YouTube or Social Media

As a small business, you may not have the budget to work with a photographer or videographer on a regular basis. So you and your team need to learn how to take better photos and videos!

4. Monitor Brand Engagement in Your Market Research

Analyzing a competitor’s marketing not only reveals what they post but also what engages their audience.  Look for patterns in the types of posts that generate high engagement and note the comments and questions.

Where to Find Engagement Metrics

• Social media accounts
• Review sites like TripAdvisor and Viator
• Travel forums

Example: You may notice that a competitor’s wildlife photos or landscape shots receive higher engagement than posts with people or products.  Armed with this insight, you could plan regular posts showcasing the scenery, animals guests might spot if they sign up for your tour, or furry friends that come to visit your destination with their human counterparts. Or, if you’re pet-friendly, make this a priority to feature it as so many people travel with their fur babies these days!  Build emotional connections with followers and encourage conversations.

Additionally, identifying where a competitor’s audience engages the most should be a part of your market research in this category.  If their Facebook page outshines their X (Twitter) account, it’s a sign of where their audience’s priorities lie.  For more on how to engage on social, read: Best Social Media Practices.

Beautiful imagery of your destination with hints of things to do while a guest visits can immediately inspire. Draft engaging copy for your potential customers to go along with the photos or videos. Ask your audience if they’ve been, and if so what was their favorite part!

5. Attend Industry Events, Tradeshows, and Local Happenings as Part of Your Market Research

Tradeshows, expos, and local networking events are prime opportunities to learn directly from competitors and conduct market research. Take note of your competitors’ booth designs, giveaways, presentations, and interactions with attendees. Observing how your competitors market face-to-face can provide valuable inspiration for your campaigns!

Example #1: During a trip to Ecuador’s Andes Mountain Range or to the Costa Brava, the ‘Wild Coast’ of Spain, we ride bikes, hike, and rock climb, but we’re also looking at what’s trending.  From gear bags to apparel, climbing shoes to kombucha.  This is adventure travel and networking, but it’s also market research as it gives us fresh ideas for upcoming client campaigns. Make time in your travels to visit local bike shops, talk to mountain guides, and browse the brochures at your hotel to see what adventures and activities are being promoted.

Example #2: As an adventure travel company attending Outdoor Retailer or ITB Berlin, you might see a competitor with a plain-looking booth and just a banner with one person standing in front of it.  To help you stand out, your next booth could showcase videos of your destinations or tour packages in the background. You could create interactive 360-degree videos for both live events and digital campaigns!

If you haven’t yet had a chance to read our blogs about the Best Tradeshows and Events, check ’em out below:

• Best Tradeshows in the Outdoor Industry
• Top 10 Travel Tradeshows for Tour Guides, Travel Agents and Destinations 

Take note of what your competitors are doing at tradeshows and events. These therapy dogs drew in so many visitors to a booth, and kept people engaged and at the booth longer during presentations!

Next Steps in Your Market Research and Competitive Analysis

Once you’ve gathered insights from these 5 approaches, it’s time to put them into action!  Here’s how:

Create a document with your findings for each of the steps mentioned above.  Use this information to differentiate or improve your offerings. Use what you’ve learned in your market research and competitive analysis to highlight what sets you apart.  If competitors focus on extreme adventures, emphasize family-friendly activities.  If they’re hands-off, AI-driven, and tech-forward, go the extra mile in personalized customer service!

Optimize your marketing spend and utilize digital marketing and social media channels that can give you more engagement.  By understanding which channels your competitors prioritize, you can focus your resources on areas with high potential returns or underutilized opportunities!

Refine your customer experience and gain more 5-star reviews.  Insights from reviews and social media can help you understand what customers value most.  Double down on delivering exceptional service to build loyalty and earn positive reviews!  For more on improving your product reviews or to find out what the public is saying about your brand, read our blog: How to Generate Good Press: The Power of Public Relations.  You can also use tools like:

• SEM Rush
• Google Search Console

Final Thoughts on Finding Success Through Market Research and Competitive Analysis

Several brands have excelled by closely analyzing their competition.  For instance, Airbnb’s rise involved studying traditional hotel chains and targeting unmet needs such as authentic local experiences and unique accommodations.  Similarly, REI has thrived by recognizing a gap in the outdoor recreation market where people want to go into a store to touch, feel, and try on products before they purchase.

In the travel, tourism, and outdoor industries, success often hinges on identifying what others are doing—and what they’re not.  When you understand your competitors deeply, you can position your brand to offer something truly different.  Whether you’re promoting destinations, gear, or experiences, knowing your competition isn’t just smart—it’s essential. Take the time to explore your competitor’s strengths and weaknesses, then channel that knowledge into creating campaigns that inspire your audience.

Ready to outpace the competition? Let’s make it happen.  Drop us an email and let’s chat about how we can support you with market research and creating a competitive analysis!

Meredith McConvill, Top Rope Media

how to grow your Social Media and gain more followers

One of the most common questions we’re asked is how to achieve social media growth and gain more followers.  It’s become more challenging than ever to cut through the clutter and gain the attention of your potential customers.

And, since we generate many of our leads from social media channels like LinkedIn, Instagram, and Twitter, we continue to improve our social media strategy each year.  What worked in years past may no longer be generating the same engagement, impressions, or likes. So we’re going to show you how to change up your strategy to continue growing!

The quick + Dirty way: Why we don’t buy followers

Before we dive in, If you are looking for an easy way to gain followers and engagement, and have some room in your marketing budget, we got you covered.  In our steps below, we share how to more quickly achieve growth by spending on Instagram ads or promotions. 

However, since we often get the question about social media growth as it pertains to Instagram follower counts, we wanted to emphasize why we do not buy followers or use 3rd party apps to help grow on Instagram.

Instagram began cracking down on those that buy followers, create fake accounts, and accounts using 3rd party apps to generate likes and comments.  In addition, Instagram is quick to flag or suspend accounts that violate their terms of service.

So while buying likes and follows could be the fastest way to grow, you put your account at risk of being deactivated.  Don’t take our word for it.  Read more on experiments gone bad from our friends at Hootsuite.

Finally, we also urge you to think about the reason you want to reach 25K or 250K followers on Instagram. 

•  Is it just a vanity metric? 
• Do you believe those bought followers will visit your website? 
• Will they buy your products or services? 
• Share your stories on their social channels? 

Sadly, they will not do any of this.  So, here’s ways that actually work!

Best Practices for social media growth

1. Post AND ENGAGE on the social media channels where your audience spends their time

First, make sure you are posting + engaging on the social media channels where you have the best chance to connect with those interested in your non-profit, outdoor, or lifestyle brand.  Not sure where that is?

Well, start by defining your audience.  As an example, we tend to attract non-profit leaders, startups, and small outdoor + lifestyle brands without a marketing department.  Therefore, we make most of our connections via LinkedIn, but also on Twitter and Instagram.  

Need a refresher on how to best use social channels like Facebook, Instagram, and Twitter?  Read our last blog!

Keep in mind, this may not be where YOU spend most of your time.  You may have deleted your personal Facebook page in 2016!  Instead, think about where your target demographic spends most of THEIR time.

Not sure where to find this information?  Look at your website’s analytics, or better yet Google Analytics, to see where you acquire your website visitors.  The data may surprise you!  Need more help?  Drop us a line! 

2.  Plan Out posts with a content Calendar

Now that you’ve outlined what your brand’s personality is, write out your posts for the month using a content calendar.  You can also use your Content Calendar to track the following:

• Email campaigns
• Blogs for each week or month
• PR campaigns
• Product launch dates
• Events + holidays

Yes, we know you have a calendar already, maybe two!  But adding all of these items to a separate Content Calendar makes it easier for everyone on the team to stay on the same page when it comes to what you’re posting and promoting, and when.

Select a weekly theme.  Or have certain days reserved for different types of content- sales, blog shares, or sharing curated content from like-minded brands or leaders in your industry!

Don’t use a Content Calendar yet?  Get started by downloading our Content Calendar Template below!

3. Write authentic content that showcases your brand’s personality

The best practice for what to post on social media begins with remaining true to your brand’s mission and values.  You can’t ‘stay on brand’ if you’re not quite sure what your brand stands for these days.  

Dial-in the persona that showcases your brand’s personality. 

• Is your outdoor brand or non-profit fun and playful? 
• Super into design or fashion?
• Trail running or camping?
• Do you always have your dog in tow as your co-pilot?  

Remember, this may not necessarily be YOUR personality.  But, that of your brand.

If you will be using these posts across several social media channels, change up the copy slightly for each.  Do not post the same exact content on as you do on Tiktok as you do on Instagram or Twitter.  Links, videos, image size, copy style, and @ mentions will not work across all channels in the same way. 

And that Tiktok logo in the corner of your Instagram video?  Yeah, you can do better.

Pro tip: Videos and posts with multiple images will perform better than a static image almost every time.  Therefore, read our blog on how to take better photos!

4. what to post + how often for better growth on social media

Best practices for how many social media posts are needed each week varies widely depending on the social network you are using.  And how much time you or your team have to dedicate to this! 

If you can post everyday, great!  We do not recommend posting more than this, unless you are posting to Instagram Stories or Twitter.

We break up our posts, and our clients’ posts, into the following categories:

• 50% sales (advertising services or products)
• 30% curated content
• 20% just for fun! 

This mix can change depending on what our marketing strategy is that month.  Are you running a sale, or hosting a fundraiser?  If so, that should take up more of your content!

Get creative and use social posts not only to share what you or your brand is up to but to direct traffic back to your website!

example: what to post

• 2 posts per week that focus on your brand and drive traffic to your website.  Advertise your products, services, case studies, or blog posts.  Not enough content on your website fill these posts?  Well then read How to Use Your Website to Generate Better Leads!
• 1-2 posts per week that share curated content.  So for Facebook, LinkedIn, or Twitter, this might be a post that links to an article that you loved or found helpful.  Expert advice from an industry leader.  Something that provides value to your followers.  Remember to always give credit to the source you are linking.  This also helps them recognize you as a trusted name or expert in your industry.  
• 1 post per week that’s just for fun.  Fridays and Sundays are great days for this!  Showcase what happens behind-the-scenes, or your latest adventure.  Just be sure to stay true to your brand and personality!

example: how to Curate Content on Instagram

As we mentioned earlier, with Facebook, LinkedIn or Twitter, you can easily share content you curate like articles you think your readers might enjoy.  With Instagram, this becomes more challenging as you can’t share links in posts.

However, you can save Instagram posts that you love, and reshare them, creatively, in your Stories.  Here’s how:

• Click on the flag in the lower right corner under the posts you like and want to reshare in your Instagram Stories.
• Once you’ve selected all of the posts you like throughout the day or week, go to the upper right corner of your Instagram Profile Page and click on the Instagram menu to get a drop-down of options.
• Click on ‘Saved’ or flagged posts and here’s where you will find all of your saved images.
• Here you can also create Collections to further organize the images.
• Then, you can then repost these in your Instagram Stories, creating a theme by topic, product, color, sport, etc.
• You can add a link, yes, regardless of follower count, you can now add a link to bring people right to the website or article to learn more or shop!

Bam!  Beautifully-curated content ready to share each week!

5. When to Post

Besides what to post, the next question we get asked to improve social media growth is what days and times are best to post on social media. 

Your potential clients and customers might be on social throughout the day.  Here’s steps to take to determine when is best to post for your non-profit or outdoor brand:

• Determine when your followers are most active by looking at your social media analytics.
• Days with typically the best engagement: Sundays and Tuesdays
• Best times to post: 7-9am most days

Keep in mind that some posts, based on the content shared, may do well regardless of the day or time you post!  And the opposite is true.  If something newsworthy trumps your post that day, you may not get as much love.

Sometimes it’s a combination of the image, copy, or the hashtags used to get your post lots of love!

6. Schedule Your social Posts

The best practice for social media growth by far is to schedule your posts.  This saves you time and therefore, money.  We love using Hootsuite to schedule both our posts for Top Rope Media and posts on behalf of our clients.  Why?  Some days we may have 15 different posts going out on 4 different social channels!

However, even if you are just using LinkedIn or Instagram, scheduling your 3-4 posts per week will help you stay consistent.  Social networks love that.  Read more on how we’ve helped brands getting started with scheduling posts!

Next, once your post is scheduled, check that is posted correctly.  For Instagram, add locations, tag brands, partners, collaborators as you cannot do this in Hootsuite.  And lastly, engage on behalf of your brand when your post goes up.  Like, comment, or share the post or similar posts in your Stories!

7. create more engaging content

Engagement is worth more on social media than likes or follows.  By engagement we mean your readers are:

• clicking on your links in a post
• visiting your profile page
• Adding a comment
• Sharing your post in their feed or Stories

How do you figure out what posts are getting the most engagement?  First, take a look at your Twitter, LinkedIn, Facebook Analytics, or Instagram Insights.  Pay attention which posts not only have good reach but good engagement.  Not seeing much?

Take a good look at the content you’ve been posting.  Can you create more engaging posts?  Need more ideas on how we do it?  Ask for help!

Now then, when you do get a comment, message, or DM on social media, respond promptly to keep your response rate up as well! 

8. begin Social Listening + engage

A great way to write more engaging content for social media is to listen and engage with your audience.  Social ‘listening’ involves reading what people are saying about your brand, product, service, or industry online.  Are you creating content that addresses their issues or answers their questions?  Learn more about how and why we follow the They Ask, You Answer philosophy.

How do you listen well? 

• Set up a Google Alert
• Follow your brand’s hashtags, and also ones that align with your brand
• Listen to your competition.  Follow them on social.  Sign up for their email newsletters.  Add them to your Facebook Page Watch list!
• Read your industry publications!!

And what do we mean by engage?  Like, comment, share relevant content that you love and you think your audience will love too!  Apps like Instagram give you more love, and show more of your content to others when you spend more time on the app!

9. run ads + promotions

If you want that extra boost, and can afford to pay to play, run ads or promotions on your social networks!  So instead of paying $25/month to some 3rd party sketchy Instagram growth service to boost your followers or likes, pay Instagram, Facebook, or LinkedIn directly to do it for you!

Using Facebook or Instagram Ads can help you:

• Generate more brand awareness
• Get more donations for your fundraiser
• Increase the amount of followers on your social accounts
• Build more engagement
• Sell more products! 

Get step-by-step instructions on how to run ads on Facebook or Instagram.

10. Update your Bio and Profile Links

In this ever-changing world, the copy you wrote last year for your Instagram profile or LinkedIn bio may no longer be relevant.  As a best practice, update your bio or social profile every quarter. 

In addition, put promotions and discount codes in your social media bios.  For example, “Save 35% this holiday season by using code MBHOLIDAY35.”  This could easily fit in your Instagram profile.

Update your profile link often.  Especially on Instagram.  Examples: If a client’s content theme for a certain week focuses on summer activities, we may change the link to share a blog post where readers can learn more about how to prep for summer.  If we want to encourage more appointment bookings, we might swap out the main website link for the appointments link.  You get the idea.

Why take these extra steps?  Because you want people to find what they are looking for in the least amount of steps.  If you only have your homepage linked in your profile, and you just launched a new blog, how do your readers get to it quickly?

If you say ‘link in bio’ and it only directs people to your homepage, do you think they will take the time to click the link in bio, then find your blog page, then find the right blog you were speaking of?

Lastly, you can use tools like Linktree with Instagram to share several links under one profile link.

11. Use Emojis in your social posts

Use emojis to help break up text or to emphasize a point you’re trying to get across.  In this world of constant scrolling, a campfire or a monkey covering his eyes could catch your reader’s eye more than just text!

12. use Hashtags to help with social media growth

Everything can’t be #instagood.  Therefore, do some research on which hashtags are trending within your industry.  If you do not already have a hashtag for your brand, create one!  Or, take a look at what your brand ambassadors or competitors are using.  You can also view your post Insights on Instagram to see how many likes you get from your hashtag use!

What platforms do hashtags work best on?  Instagram and Twitter.  You can use up to 30 hashtags on Instagram, and as many as you want on Twitter.  However, as Twitter is limited to 280 characters, so keep your tweets to 2-3 hashtags!

Where should you put your hashtags?  After your copy.  We often separate our copy with line breaks and drop the hashtags so they are out of view, especially on platforms like Instagram.  Get the full scoop on Instagram hashtags from Hootsuite!

13.  Sell Through your Social media channels

If you use Facebook and Instagram and have a separate store on Shopify or WooCommerce, you can easily connect your store and sell directly through Facebook or Instagram, or people can complete their purchase on your website.

14. work with brand ambassadors + content creators

Work with content creators and ambassadors to help you create more brand awareness for your products or services!  If you haven’t read our blog on Finding the Right Brand Ambassadors– get on it!

At Top Rope Media, we think of working with content creators, which is the more PC term now as opposed to ‘influencers’, like backpacking.  To get the best results, to see the most beautiful and untouched terrain, you have to plan.  Prepare.  And, be willing to walk – a lot!

It takes time to find and build relationships with the right content creators or brand ambassadors. So be patient, and think long-term.  You’ll find the investment is worth it when your ambassador is connected with your brand for years to come.

15. Evaluate Your Post Performance

If you are not reviewing your social media analytics each week, you could be missing out on some great insights into your customers.  Set an alarm or add a meeting to your calendar each week to review your Google Analytics, along with your social media metrics.

Still not seeing steady growth?

• Switch up the days and times you are posting
• Engage on the network- this means spend time on it liking, commenting, and sharing other posts you find compelling!
• Change up the type of content posted (hint: add more videos or multiple images!)
• Upgrade your phone for better photos, use a camera, or buy a GoPro!

final thoughts on Social media growth

One of the biggest reasons to continue posting on social media for your brand is that shopping habits have changed tremendously!  In addition, there is a growth in online spending not only from Millennials, but Gen X, and Baby Boomers alike.

What are millennials, Gen X, and baby boomers purchasing through social media?

• Apparel + Accessories- Clothes, shoes, anything to save us from having to go to the store!
• Health + Fitness- gadgets, sneakers, yoga pants, swimwear, you name it.
• Jewelry- especially hand-crafted unique pieces
• Beauty + skincare products

And which social channels can you reach these Millennials, Gen Xers, and Baby Boomers?  Well, 67% of millennials are on Instagram, and 75% of baby boomers are active Facebook users.  9 out of 10 Gen Xers are on Facebook.

slow and steady Social Media growth takes practice

We’ve covered a lot of ground, but here are the top takeaways for growing your social media presence:

• Create videos and share multiple images in posts
• Use a Content Calendar and schedule that content using a tool like Hootsuite
• Be an active ‘social listener’ by following hashtags, creating Google Alerts, and pay attention to your competition!
• Engage on the social network you want to grow on by liking, commenting, and sharing relevant content
• Work with brand ambassadors or content creators
• Run ads or promotions in combination with your organic posts for that extra boost!
• Upgrade your phone, work with a professional, or learn how to take better photos

Thanks for reading and happy posting!

Meredith McConvill

HOW YOUR EMAIL MARKETING WILL BE AFFECTED BY APPLE IOS 15

EMAIL MARKETERS NEED TO PLAN FOR CHANGE

Email marketing is one of the top marketing tools for many outdoor and lifestyle brands.  Why?  Because email campaigns are more than 40 times more effective than social media!  So, when we heard about the increased privacy protection Apple was planning to roll out with the iOS 15 update, we began writing this blog post to share what we’re seeing, and how we recommend you adapt!

Yes, increased privacy policies make our job as a digital agency more challenging.  But, it helps put consumers back in charge of their data.  We saw these types of changes begin when the EU rolled out the GDPR: the General Data Privacy Regulation in 2018.  And, we’ll no doubt continue to see more of this to help individuals decide if, when, and how their private information is shared online.

When Apple iOS 15 TakeS Effect 

In June 2021, Apple made announcements of how they would be increasing email privacy protection for those that use an Apple device.  So this means iPhones, iPads, Mac computers.  Basically anyone using Apple products.  Rollout of these new email privacy protection changes began in late September 2021 when the iOS 15 update was made available for all users. 

what is changing?

With the rollout of Apple’s iOS 15 update, anyone that uses an Apple product will have the option to select 3 new and different ways to protect their identity online.  First, will be while using email through Apple Mail.  Second, will be entering email addresses to a form or email newsletter opt-in.  And finally the third privacy protection feature can be used while browsing the web.  Below is a breakdown of each. 

1. Apple Mail new privacy protection

Once iPhone, iPad and Mac computer users update to iOS 15, they will be asked to choose from 2 options upon opening their mail via Apple Mail:

1. Do you want to protect your mail activity?  Meaning hide your IP address and privately load all remote content.  Or…
2. Don’t protect mail activity.  Show IP address and load any remote content directly on your device.

Basically, Apple’s new mail privacy protection works by hiding your IP address and loading remote content privately in the background. Even when you do not open the email.  This makes it harder for businesses to follow mail activity from Apple mail users.

For email marketers, you will see a higher than normal open rate from anyone that uses Apple mail.  Even if they never open the email you sent them, your mail program may show that they’ve opened it.

2. Hide My Email

With the new iCloud+ subscription, at just an additional $0.99 a month in the U.S., users can opt-in to even more privacy features.  One such feature is titled Hide My Email.  And, it does exactly that, allowing you to use a fake email address when you sign up for a newsletter or fill out a form on the web. 

The Hide My Email feature is built into Mail, Safari, and iCloud settings.  It enables you to instantly create a fake email address that will forward to your real email address.  So, email marketers will not know your real email address, unless you choose to share it with them.  

3. iCloud Private Relay

In addition, to Hide My Email, there is also iCloud Private Relay.  This functions like a VPN so your IP address is hidden while you search the web.  

iCloud Private Relay will serve as an additional cloaking feature, so all traffic leaving your Apple device will be encrypted.  It will use two separate internet relays so that no one can use your IP address, location, or track your browsing activity to create a detailed profile of you.  iCloud Private Relay is currently still in Beta testing mode as of October 2021. 

What This Means for Email Marketing and beyonD

You can begin to see how these changes by Apple will not only affect email marketing, but also your website traffic data, and applications like Google Analytics and Google Ads. 

We’ve already begun to see this with the new Facebook and Instagram privacy policy changes that rolled out this Fall.  If you haven’t read up on the latest, the Washington Post did a great job of summarizing it in their ‘Facebook Privacy Settings to Change Now’ article.  

How will Apple iOS 15 affect my email campaigns?

increase in EMAil open rates
 

As we mentioned, emails sent to Apple Mail users that are on your email list will show as opened.  Even if they NEVER opened your email.  In addition, if you use A/B testing, or list segmentation, this will certainly skew your campaign results, automations, and other email sequences.

How to cope with inflated open rates?  Well, first of all, look more closely at your email list.  How many people on your email list are actually opening from Apple Mail or an iPhone?  Not sure where to find this?  In Mailchimp, go to Audience -> All Contacts -> Overview.  Scroll down to Top Email Clients.  Here’s where you will see what mail applications users on your list are opening campaigns from.

In the example below, 9.8% of users are opening email on their Mac using Apple Mail.  But then, look to the left for mobile opens.  34% are opening from an iPhone.  So combined that’s 43.8%, almost half of your email subscribers.  However, do not discount the other 46.2% of openers.  These potential customers will still continue to give you valuable data!           

Where to Shift Focus within your Email Marketing strategy

Since open rates are not the only data point you should be looking at, here’s a few other areas to focus on when reviewing your email marketing: 

1. Click Through Rates– Have your click-through rates changed?
2. Total number of Clicks– What does your click count or click map look like?  What items are most important to your readers? 
3. Unsubscribes and Bounces– are these the same as past email campaigns?  Higher or lower?
4. Subject Line and Preview Text- now is really the time to word-smith those subject lines and the preview text, and review your past campaigns to see which ones have performed best!

How is Mailchimp Handling this Change to Email Marketing?

While everyone is still adjusting to these new privacy features from Apple, Mailchimp has already begun to make changes that will help you dial in your email campaigns.  One of the new features Mailchimp has added to its platform to help you better optimize your email campaigns for success is called Content Optimizer. 

Within your Campaigns, click on View Report, then scroll down to the new Content Optimizer section.  Here Mailchimp will show you how your campaign performed in 4 areas: Skimmability, Text & Visuals, Links and CTAs, and finally, Typography.  From here, you can view a full report on each area, with tips on how to improve your email!

more ideas for how to cope with the change

Keep in mind, other email clients may soon follow suit with their own privacy protection changes.  So, in addition to focusing on email marketing metrics, now is a good time to review all the potential ways you can distribute your content. 

What do we mean by content distribution?  Here are a few ideas: a blog post shared to Reddit or Medium, LinkedIn, Pinterest, Podcasting…Need a refresher?  Click below to read some of our recent posts on lead generation, sending better emails, and best social media practices.

is email marketing still effective?

Yes!  Whether selling surf lessons or snowboards, email marketing is a channel that will convert your fans into customers faster than Facebook or Instagram. 

• Two-thirds of customers have made a purchase as a direct result of an email marketing message.

   

• When it comes to customer acquisition, email is 40X more effective than Facebook and Twitter combined.

   

• Globally, for every $1 spent on email marketing it returns $36. That is a 3600% ROI!

Therefore, this change that Apple has instituted will certainly affect your email marketing results.  But it should not be the only way you are reaching out to potential customers.  Need help with content creation or email marketing?  Drop us a line!

Until next time, happy emailing,

Meredith

 Facebook and Instagram Advertising

Is your Facebook or Instagram reach, engagement or follower growth no longer increasing?  We hear this a lot from clients lately.  Well, Facebook and Instagram advertising is the best way to help you boost all three!  And this blog will teach you how to set up Facebook and Instagram ads, what to spend, and how to manage each ad.

So if you want to grow followers, launch a new product for summer, or generate better leads for your shop, let’s go!

Why Facebook and Instagram advertising?

The answer to this question is simple.  With nearly 3 billion users so far in 2021, the potential reach of Facebook advertising is unprecedented.

Not compelling enough?  In addition to Facebook, Instagram boasts over 1 billion active users worldwide. 1 BILLION!

However, do you need to make a stronger case for the boss?  Or your Board of Directors?  Well then here’s more:

• There are over 22 billion ad clicks per year

• 60% of Instagram users say they find new products on the platform

• Ability to reach 1,000+ people for as little as $5 a day

• Read more about Facebook’s success stories

Making Purchases on a smartphone is Increasing

More people are doing business on their smartphones.  In 2020 there were almost 300 million smartphone users in the United States alone!  And the average person spends up to 3.5 hours chatting, texting, scrolling, and shopping.  Your customers are here.  And not just your current customers, but also potential new customers.

The average person spends up to 2 hours on social media each day.  Some up to 4 hours per day!  So while you should be also be running email marketing campaigns, print and in-store displays, apps like Facebook and Instagram are a great place to reach people where they spend their time.

Are you not directly in charge of social media or advertising?  Do you want to work with a freelancer or an agency?  Well, even if you’ve hired an agency to support your latest summer promotion, this will help you better understand how ads work.  And, what you should be asking of your agency in terms of metrics and analytics!

No Longer Using Facebook?

Now you may be a bigger fan of Instagram or LinkedIn.  And you may have shut down that Facebook account long ago.  If so, that’s okay.  We work with clients to use all of these platforms concurrently to sell their products or services.

However, using a Facebook Business Page to set up and execute both your Facebook and Instagram advertising will make life easier for you.  Or your digital marketing manager!

Things to Keep in Mind on Your Facebook and Instagram Advertising Journey

Paid advertising is not the answer for everyone.  Heck just building out an Instagram Reel each week may seem like too much.  Therefore, here are some things to think about:

• What is already working for you?

• Does this support your overall strategy & goals?

• Do you have the time and resources to dedicate to paid advertising?

• Are there other things you could be doing?

Summer Cycles in Del Mar, California is not your ordinary bike shop. Online advertising is one way we helped Craig and Jeff share their story…and the services available at the shop.

STEP #1: start at the facebook and Instagram advertising TRAILhead

Now, you may have dabbled with boosting a post.  But today we will walk you through organizing everything to run a successful campaign.  That trailhead begins on Facebook, which is the platform you will use to set up all of your Facebook and Instagram advertising.

Before starting off down the trail, make sure you have ‘packed’ the essentials for your trip by completing the steps below.  We promise, it will save hours of back-tracking.  So take the time to set up your accounts correctly.

Facebook and Instagram Advertising Setup

• Set up a Facebook Business Page and Facebook Business Manager

• Set up an Instagram Business and Connect Your Instagram Business to Your Facebook Page

• Create and Install a Facebook Pixel

• Set up an Ad Account in Facebook
  

Once you set up Facebook Business Manager, it’s here where you’ll set up ads, create a Facebook Pixel, mange your audiences, ad a user to your account, connect a credit card, etc.

STEP #2: OUTLINE YOUR STRATEGY or marketing objective

So now you’ve packed.  Got the essentials.  And you are starting off down the trail.  Next step?  Think about what is your overall strategy is for this particular advertising campaign.

Ensure it aligns with campaigns you may be running via email, on your website, in-store or at events.  In Ads Manager within Facebook, the 1st question asked when creating an ad is what is your marketing objective.  

Options for Your Marketing Objective

1. Brand Awareness– reach people more likely to be interested in your product or service and grow your following
2. Reach– reach the maximum amount of people
3. Traffic– send people to a destination off Facebook- like a website or an app
4. Engagement– get more post engagement, page likes, event responses
5. App Installs
6. Video Views
7. Lead Generation– gather email addresses through a contact form
8. Messages– send you a message through Facebook Messenger
9. Conversions– track clicks, add to cart or sale completions
10. Catalog Sales– show items from your online shopping catalog
11. Store Traffic– drive visits to your physical store to people who are nearby

There’s an info icon next to some of these options where you can learn more about which objective is right for you.  For this exercise, we will use Traffic for our Facebook and Instagram advertising.

Keep in mind, you must have the Facebook Pixel installed correctly on your website.  In addition, you can also track an event.  Maybe ‘Add to Cart’ or a completed purchase.

At this point you can also select A/B testing or Campaign Budget Optimization.  We’ll skip this for now.  Just click continue using Traffic as our main objective.

If you see the option for Dynamic Creative, we suggest using it.  With Dynamic Creative, Facebook will help you by automatically generating creative combinations of your headlines and descriptions to better suit your audience.

Know your objective- whether engagement, lead generation or simply brand awareness.

STEP #3: Select your audience

You should be feeling good right about now.  Scrambling down some rocky terrain.  But, you have nailed down your setup and your marketing objective.

Choosing the right audience is an essential part of every Facebook and Instagram advertising campaign.  For this exercise, we’ll select the San Diego County market.

Got a brick & mortar shop?  Use your physical location.  Then, set the audience to be 10-15 miles from that location.

You’ll notice Facebook shows you the potential reach right away, including daily reach results and estimated link clicks.

Dial in the Demographics

As the location alone is too broad for Facebook and Instagram advertising, start dialing in your demographic.  You can do this by age and gender.  Language.  And finally the interests of your target audience.

In the example below, we’ve selected mountain biking.  However, you can dial this in to people employed by mountain bike companies. Or those with bike mechanic as their job title.

Next you can set up exclusions, or narrow your audience. In addition, you can also create a look-alike audience.  There are so many options.  So, if you’re feeling like you need an expert, just holler!

DROP US A LINE

Example: Ski Resort promotion

So let’s say I’m in charge of marketing at a ski resort in Utah.  I’m tasked with running a Facebook and Instagram advertising campaign to target Southern California.  My ski resort offer skiing and snowboarding, and then mountain biking in the summer.

First, I would add more locations to the campaign below and include the following counties in Southern California:

• Los Angeles, Imperial, Riverside, San Bernardino, Palm Springs and Santa Barbara counties

Second, I can narrow my audience:

• Must show an interest in mountain biking, but also must show an interest in skiing and/or snowboarding.

Now my audience is more specific.  Once you dial this in, save this audience for future advertising!

STEP 4: SHOW YOUR Facebook and Instagram Advertising in the right places

When it comes to advertising, spend your budget on the channels that are already driving traffic to your website.  How do you find out which one is performing best?  Use your Google Analytics.

Maybe you have a great following on Instagram already.  And a good amount of website traffic from this channel.  In that case, select to have your ad shown on mobile devices only, as that’s where most people use Instagram.

Keep in mind, Facebook will be selected by default.  However, you can let Facebook select the placements for you to optimize your budget.  This way your ads will be shown to more people in places like Messenger or the Audience Network.  Or, you can select the placements manually.  Maybe Instagram Stories is your best best. 

STEP 5: SET YOUR BUDGET AND SCHEDULE

What’s fantastic about Facebook and Instagram advertising is that you can start small.  Start with and advertising budget of $5 a day.

Next, choose the ad to run during the hours most of your audience is on line.  Lastly, select an end date.  We typically run ads in 2-3 week increments.

In this section, you will also select what you’d like to optimize for.  Whether link clicks, impressions, reach or landing page views.  We’ll choose link clicks.

step #6: get creative with imagery and engaging Ad copy

FINALLY!  It’s time to upload individual assets like images, headlines and link descriptions.  Did you select dynamic creative?  If so,  Facebook will generate multiple ad variations and deliver the ones that perform the best.

Before you start pulling random images, and word-smithing your go-to tag lines, have you looked at your Facebook and Instagram analytics?  What posts are performing best?

Now dig into those posts, and check out what types of images you’ve used, and what copy you’ve written.  We keep an asset list for all clients of what images and which copy we’re using, and what’s performing the best.
 

If you work within Google Ads, this is automatically done for you and can be viewed under the asset details of each ad.

Using Video to Capture Attention

Want to use a video for your Facebook and Instagram advertising, but do not have room in your budget?  Use Facebook’s video creation templates to bring movement into your ad.  Or, take that Instagram Reel you just built, download it to your phone, and use this for your ad!

More reasons to use video:

• Videos get 1,200% more shares than text and images combined

• Your brain processes visuals much quicker than it does with text

Below are just a few of the creative pieces we built for ads for our client Stella Labs.  All using Facebook’s video creation template tool:

Dynamic Creative, Word Count and Call to Action

Once again, if you’ve selected Dynamic creative then you can add up to 5 different options for each section: Primary Text, Headlines and Descriptions.  We prefer this option. It gives us a chance to test out a few different headlines and see what performs best.

Pay close attention here to how many characters or the word count that will show on each platform.  If you have selected to only show this ad on mobile devices, keep everything short.  25 characters or less.  

In addition, make sure your Call to Action is appropriate for the ad copy.  Best options include Sign Up, Book Now, Learn More, Shop Now and many more.

Want to see what your ads will look like? Well with Preview, located on the right side of your ad screen, you can see how your ad will look across any channel you’ve selected.

Here’s how our ad copy for Mister Brown’s Barbershop looks across Facebook on Desktop, Mobile, Instagram Feed, and Instagram Stories:

STEP #7: STAY INVOLVED AND TRACK YOUR PROGRESS FOR YOUR FACEBOOK AND INSTAGRAM ADS

Just like you wouldn’t spend a bunch of money on a new bicycle, just to let it sit in your garage, make sure after you click confirm, you stay engaged. Both Facebook and Instagram ads will go through a review process.  This could take a few minutes to a few hours. 

No money will be spent during this ‘learning process’.  In addition, you will receive a message in your Facebook account and via email when your ads are approved and running.

Facebook and Instagram Advertising Not Approved

Your ad may not be approved if it does not meet Facebook’s advertising policies.

One of the biggest issues we’ve seen is when there is too much text in the ad imagery.  Other reasons could be language used.  However, you can edit your ad and resubmit until it is approved.

Again, check up on your ad daily.  Especially if this is your first time using online advertising.  Or if your ad will only be running for a few days, say for a holiday sale.

step #8: review your analytics and tweak your ad campaigns

Although instant success stories happen, most businesses will need to tweak their campaigns to succeed.  That’s why Facebook provides complete statistics on every ad you place.

In Ads Manager, you can view your results live, while the ad is running.

Example: Bike Product Ad

The analytics below are from our client Kradl’s Facebook and Instagram advertising.  Their product is a bike lift that does not use electricity, nor ropes and pulleys, to lift your bike to the ceiling.

A Kradl through this promotional ad costs $110 each.  This was a discount of $40 off the regular price.  In this ad set, it has cost us $23.59 for each purchase we received over a 6 week period.

If this works within our client’s budget, great!  We will continue to let the ad run, or increase the budget.  If it does not work, we review the copy, images and the audience, and dial that in until we get a better result.

Keep in mind, you may never get the results you desire.  Furthermore, through this process, you may determine that advertising on another channel, like Google, is more cost effective.  Have patience throughout your testing

Keep an eye on your analytics, evaluate and pause ads that are under-performing, and put more of your budget behind successful ads.

quick Tips to Run Facebook and Instagram Ads Like a Pro:

• Define your goals and marketing objectives with your team.

• Start with a small spend- $5 a day type small, and get familiar with the system.

• Evaluate and pause ads that are underperforming.

• Put more $$ behind successful ads and manage your budget like a hawk!

• Tweak your personas and audiences.

• Hire a photographer or videographer.  Fill in with images from Adobe Stock or Unsplash.

• Not familiar with Illustrator or Photoshop?  Use Canva for graphics or Facebook’s Video Creation Templates to create videos and slideshows!

• Spell-check!  Also, check your grammar and hyperlinks.

• Create a good call to action.

Next Steps for Facebook and Instagram Advertising

By now you should have a great understanding of Facebook and Instagram advertising.  Need help getting started?  Or want us to create and manage your paid advertising?  Drop us a line!

Also, check out other posts we’ve written about social media and paid advertising:

15 EASY WAYS TO CREATE HIGHER CONVERSIONS USING FACEBOOK ADS

To learn more about what we do on the regular, follow Top Rope Media’s adventures on Instagram, Facebook, or Twitter.

Until next time,

– Meredith McConvill

SOCIAL MEDIA MARKETING

We recently wrote a social media marketing how-to guide for our clients.  It was 14 pages long!  This comprehensive guide covered tips and tricks for using LinkedIn, Pinterest, X (Twitter), Tiktok, YouTube, Facebook and Instagram.

Today’s world is unfortunately still a place where you can buy followers and likes.  However, writing this how-to piece was a good reminder of how much we can do, for free, to connect with our audience online.  So I’ve decided to post a portion of this guide here for everyone that needs help navigating through the wilderness that is social media marketing.

Back to the Basics

To begin, let’s get back to the basics: What to post, where to post, how to post and when to post it.  Other big questions we get:

• How do we use hashtags and on which channels?
• How can I mention a person, brand or organization? 
• Can I schedule posts? 
• Should I use emojis?
• What should I be posting?

We’ve got answers to these social media questions, along with many more.

While writing this social media marketing how-to guide, we spent our time focusing on Facebook, Instagram and Twitter.  All three social media platforms are typically up and running for most clients we work with. 

Therefore, we could do screen shares and walk them through the best practices for each social media platform.  If you’re new to managing digital marketing for your business, and want to know what outsourcing your social media marketing costs, check out our Services page. 

Schedule your content in advance

You can always post instantly on Instagram or LinkedIn, but we recommend setting aside 1-2 hours every other week to set up and schedule your posts.  Why?  Because this gives you a chance to be more strategic with your social media marketing. 

Other tips for planning out your content in advance:

• Use a Content Calendar and a scheduling app like Hootsuite.
• Set up a theme for each week, working backwards from important events for your brand, or in the outdoor industry, or upcoming holidays.
• Share similar posts across several platforms, moving them to different days and times
• Share curated content or user generate content (UGC)
• Replicate posts that performed well

Facebook Marketing

Facebook Pages and even Instagram can be managed under Facebook Business Manager.  In addition, you can see all of your Business pages if you are an Admin on more than one page. 

Facebook and Instagram notifications are combined if your accounts are linked.  Therefore, you can see all of your messages and comments in one place if you choose to use Business Suite.  We recommend checking this on your desktop as opposed to your mobile to make it easier to see and respond to messages.

Need help with Facebook Business Manager, which is what you’ll want to set up if you plan to run ads?  Check out our latest Facebook and Instagram advertising post!

Once your Facebook Business page is set up, viewing your insights on Facebook is easy.  The amount of data is enormous, and you can set filters to see day-to-day performance, or for a given date range.  You can also view your reach and your past posts to ensure your social media marketing is on point. 

In addition, you can set up pages to watch so you can see how you’re doing compared to the competition. As data-lovers, we’re always excited to comb through the numbers each week!

How to Post on Facebook

One of the best pieces of advice we can give in regards to social media marketing is to schedule out your social media posts.  With Facebook, there’s a few ways to do this. 

Use Facebook’s Publishing Tools to create your posts and schedule them.  There are several applications, like Hootsuite, where you can manage all of your social accounts in one app.  This is by far our favorite time-saver when it comes to social media marketing!

When to Post on facebook and how often

Use your Facebook Insights, go to Posts, and there you can see when your fans are online.  Furthermore, you can see which days and times might work best to post. 

Lastly, you can see previous post performance here as well.  This will give you an idea of which style of post is performing best.  

How often should you post on your Facebook page?  We recommend that clients aim for 2-3 Facebook posts per week, and either before 10am or after 4pm.

What to write or what videos you should record

Need ideas for content for your Facebook social media marketing strategy?  Grab a piece of paper and write down the top 10 questions you often get asked about your outdoor brand, product, service or organization.

Turn these into blog posts or video posts, store ’em on your website and share a link to one of these each week in your Facebook posts.  Keep in mind, video content is still king, so get comfortable using video and set up a YouTube channel!  

In addition, once a week we’ll share a link to content we’ve curated from like-minded outdoor brands or outdoor industry publications.  As an example, we’ll share relevant stories from publications like SNEWS, Bicycle Retailer and Outside Magazine.  Pro tip: have the content come to you via tools like Google Alerts.

 Make sure you @ mention the publication by using the @ symbol and then their Facebook Page.  Only Facebook Businesses can be tagged, not individuals.

Need more content ideas?  Check out our latest blog: How to Use your Website to Generate Better Leads.

Hashtags and Link Sharing Tips

With Facebook, it’s a social media best practice to not use hashtags.  Save them for Instagram or LinkedIn.

For link sharing, Facebook lets you share direct clickable links in a post.  To keep your post looking clean, once you add the link in, you can actually delete it and the media portion of the link, with hopefully a great image, will remain.

If there is no image attached to the link, you can add in your own image. However, this image when clicked, will not take viewers to the actual link.  Pro tip:  When creating a blog or new webpage, ensure you include a social sharing or preview image for the post or webpage.

Facebook Stories

Facebook Stories is great place to share videos, reminders or new announcements.  To use Facebook Stories more easily, make sure your Facebook and Instagram accounts are connected so that your Instagram Stories push directly to your Facebook Stories as well.

Instagram Marketing

First, set up a business account for Instagram.  You’ll now have the option to add a Contact button, your address, directions to your business, direct messaging options, all appearing in your profile.  You can leave the address portion out if you offer an online product or service.  

With a business account, you can then view Instagram analytics.  Click the hamburger (menu) at the top right of your Instagram profile page to get started.  You can also view Instagram Insights by clicking on the ‘X profile visits in the last 7 days’ on your profile. 

When checking in, we recommend viewing your notifications first by clicking on the heart icon at the top of your profile page.  After checking all new notifications, click the message icon in the upper right corner.  This will allow you to see any direct messages (DM) .  If you’ll be posting regularly, get in the habit of checking these daily as many folks will reach out with a direct message.   

There are many paid services that will give you deeper insights into your Instagram posts and improve your social media marketing.  But when you’re just getting started, stick with the Instagram platform for your Insights.

Furthermore, you can check your Insights easily through the mobile app, but keep in mind you’ll only see about 7 days of data that compares to the previous 7 days.

How to Post on Instagram

Once again, we recommend using a tool like Hootsuite to schedule out your Instagram posts.  This will save you a considerable amount of time in your social media marketing efforts.  Otherwise, posting is done from the app on your phone. Not on a computer, although you can like and comment from a computer.

Want your post to have spaces or text breaks?  The best advice is to write the copy outside of the Instagram App, so using Hootsuite or in your Notes section.  Here’s more tips on getting those spaces or line breaks into your Instagram post! 

 When to Post on Instagram and How Often

Just like with Facebook, click on your Insights to see when the majority of your audience is online.  We find mornings are often best on Tuesday to Thursdays, and then anytime Sunday. 

How often should you post on Instagram?  We get this question quite a bit. We recommend no more than 3-4 posts per week.  However, this may differ based on your business’s goals and the time you have to dedicate to Instagram.

In addition, the Instagram algorithm is based on machine learning, so it’s constantly changing.  Factors that affect how many people will see your post include the interest people have in your post, timeliness, relationship, and engagement, among others.  Read more here on Later.com about How the Instagram Algorithm works. 

If you follow our recommendations about planning out your social media marketing content by using a tool like Hootsuite, you can then be more strategic with your Instagram posts.

For example, if a client has a big event coming up next month, or a sale, we’ll start talking about it now, scheduling a post once a week about the event.  We’ll use photos from last year’s event, or images of the items that will be on sale.

What to Share in Your Instagram Posts

Seeking content for your Instagram posts is always time-consuming.  Especially if you are not producing fresh videos and images each quarter.  Here’s more ideas on how to work with photographers and videographers and what this might cost.

Answering your most frequently asked questions is a good place to start, and we’ve written at length about this in our last blog post.  Link sharing?  It doesn’t work the same with Instagram as you cannot have a live, clickable link in your post.  However, you can use an app like Repost to share someone else’s post. 

Therefore, your best bet is to select a dozen photos each month that represent the content you plan to share.  If you do not have the best images or graphics to represent the theme you’re going for, try Canva or UnSplash for free images. 

Adding a location to each post, unless you’re not sure where the photo was taken, will allow users to click on that location and see more posts from there.  Secret location?  Best not to share. 

As with any social media marketing, you want to be sure to stay on brand.  Be consistent with the tone and style of the message.  Use the same filter, the same set of emojis, the same look and feel to each post. And then there’s hashtags.

using @ mentions and Hashtags on Instagram

Hashtags originally started on (X) Twitter, but have now become the norm across most social media platforms.  Instagram allows for 30 hashtags in a post or comment.  By using a hashtag, or set of hashtags, your post could be seen by more people who are searching the hashtag and do not follow you, yet.

We often place these hashtags in the 1st comment to avoid the post looking cluttered, or by adding spaces or line breaks, and placing the relevant hashtags after the space.

What are the best hashtags to use?  This should be based on your industry, and the product, service or mission of the organization.  Hashtags like #exercise or #optoutside are hugely popular, with over 15 million posts each using those hashtags. 

However, if you niche down to #backcountrysnowboarding this may be more effective in getting your post viewed by more people who do not already follow you. Here’s ‘the Ultimate Guide to Instagram Hashtags in 2020′.

For mentions, same as Facebook.  Use the @ symbol and then the Instagram handle of the person or organization you want to mention.  You can mention someone in your text, or your can tag them in your photo. 

Instagram Stories

Instagram Stories are great for sharing previously recorded or live videos, reminders, funny happenings or new announcements.  These are similar to Facebook Stories in how you set one up:

• Click on your avatar (logo) in your Instagram profile, or the camera icon if you’re scrolling through your feed
• At the bottom of the screen the setting is Normal, letting you record an image or video, or upload one from your photos.
• Add a hashtag, location, gifs, text, and send it out to your public feed, or share in private.
• Want to get more creative?  Swipe over to Boomerang, Layout (that’s where you see 2-6 photos on a Story), Superzoom (those cute hearts though), Hands-Free, Create (for text only pieces) or Live.
• Thinking about Going Live on Instagram?  Read our blog on How to Go Live with Facebook and Instagram first!
• You can also set up your Instagram Stories so that they push directly to your Facebook Stories as well

Advertising on Instagram

Interested in going beyond social media marketing and ready to get started with Instagram Advertising?  Check out our post that walk you through Instagram Advertising through Facebook. 

It’s a step-by-step approach that will get your Instagram ads up and running for as little as $5 a day!

Twitter and Why You Should Be Tweeting

Next stop on the social media marketing trail?  Twitter. I am often amazed when I hear things like, ‘Do we have to have a Twitter account?’  ‘Can’t we just focus on Instagram and Facebook?’ 

Well, yes you can. But, with over 330 million monthly active users, it’s in your best interest as an outdoor brand to tweet.  There are millions of athletes on Twitter that could use your product, services or support your non-profit! 

We’ve also found than most journalists use twitter, so it’s easier to connect with them here than via email.  We can also DM or direct message them to pitch an idea.

Twitter used to be limited to 140 characters in a tweet, and has now grown to 280 characters per tweet!  If you’re a clever writer, you can actually fit quite a bit into each tweet, including links, emojis and hashtags.

Twitter also offers free analytics which you can view from a computer.  Unlike Instagram, you can see several months of data.  Therefore, you can dive in to see your impressions, engagement rate, your top tweet and top mention.

How to Tweet

As with other social media marketing channels, there are countless blogs and how-to’s on using Twitter.  One of my faves is Mom This is How Twitter Works by Jessica Hische.  She makes me laugh out loud.

You can tweet from your phone or computer. And again, using a scheduling tool like Hootsuite will help you stay organized and reuse content you’ve created for other social media channels. 

Once you have the app installed and your profile setup, click the feather at the bottom of the screen to create a new tweet.  280 characters will feel limiting at first, but you’ll soon the get hang of being concise. 

 What to Share on Twitter

Here’s a few tips of what you might want to share on Twitter:

• Links to content you love (retweeting, with or without a comment from you)
• Links to your website (sharing blogs, new offerings, products)
• Current events and outdoor industry happenings
• Tips and resources to help others in your niche

using hashtags on Twitter

We recommend no more than 3-4 hashtags at the end of your Tweet.  Just like with Instagram, hashtags are helpful in showing your post to people outside of your followers that are searching the hashtag.

Other Stops on the Social Media Marketing Roadmap

From TikTok to SnapChat, LinkedIn and Pinterest.  Social media marketing channels keep growing. Even Venmo allows you to like and comment on when people you know pay someone for something. 

I don’t quite care how much Jen paid Lucy for her Thai food, but you can imagine this information on Venmo is useful to a company trying to determine your spending habits. 

Want to find out what channels your audience likes to use?  Ask them! 

Why Small outdoor brands and non-profits Need Social Media Marketing

I often find managing social media is an afterthought for many small organizations.  They do not have the time nor the resources.  They’re packing up from a long day at work, they jump on, post a photo and head home. 

Instead, be strategic!  This is an important part of your outreach, so treat it the same as answering emails or organizing a fundraising event.

Here’s some more tips to make social media marketing a success for your small business:

• Assign a social media marketing manager or hire one!
• Collaborate with your team to determine what you should focus on for the week
• Use a Content Calendar to plan
• Use a tool like Hootsuite to schedule posts across all of your social channels
• Assign content creators for the month and give them a range of topics or blog ideas. 

More social media resources:

• Hootsuite’s Social Media Best Practices

• Moz’s Beginner’s Guide to Social Media 

Final thoughts: OWN it

One of the biggest mistakes we see is when someone in your organization does not own social media marketing for your brand.  This person should not only be posting, but also planning and generating content.  They should also be engaging with brand ambassadors, and other like-minded brands. 

In the end, it’s all about engaging with your audience.  You need to share videos that are of interest to your followers, mention your partners, respond to comments, tag your volunteers in photos and use hashtags that will help people find you.

Until next time, happy posting!

– Meredith