The founder of the SMM agency GreenPR Damir Khalilov spoke at the Synergy Online Forum and talked about current SMM tools.
In 2019–2020, social networks changed more than in the previous 13 years. Augmented reality technologies became extremely relevant. In particular, whatsapp data masks in Instagram Stories. For a long time, augmented reality was something very futuristic, existed in the form of excursions and attractions, but there was not enough functionality for use in social networks.
Masks on Instagram
In mid-2019, it became possible to create your own masks on Instagram, post them and share them. This provoked the creation of a new format of business masks. For example, a virtual fitting room for clothes, shoes or cosmetics. Or a digital kitchen that you can “try on” in your own space. Branded masks are a simple format using your logo.
The full functionality of Instagram masks has not key smm tools in 2020 yet been revealed, but it definitely has a future, since the function has opened up a new way of selling for us – customized and game-like.
Masks solve several problems: the ability to play with the product, the effect of possession, the viral component and a generator of targeted subscriptions, the ability to reduce the cost of targeting and advertising from bloggers.
How to create masks: order from a VR mask creator (there is already such a profession, by the way) or make it yourself using a special application (comparable in complexity to Photoshop).
You can promote masks through a common catalog, friends of the user who published your mask, targeted advertising, flash mobs and contests, and working with opinion leaders.
Working with bloggers
Working with Instagram bloggers is currently experiencing the second half of its “golden age”. At the moment, it is the most effective promotion tool on Instagram, but its quality is gradually declining.
Working with bloggers solves two problems – getting new subscribers and sales. The first format works more like sales throughmobile list warming up.
When working with bloggers, you need to create a long list (select the widest possible list of bloggers who could be relevant to our audience). It is best to collect from 20 to 100 bloggers. You need to place an ad with 25% of them.
A longlist can be created through the TrendHero service
Reviews (for example, chats in Telegram, which have a large database of bloggers) or manually (by hashtags, etc.). After that, analyze the statistics of the selected bloggers by Stories and posts.
You need to go through three stages: request statistics by gender, age and region, 10 latest posts and advertising stories. Pay attention to the audience reach – it should be at least 15%. Another important indicator is the percentage of accounts that are not yet subscribed to you (if it is always higher than 25%, there is a high probability of cheating). In the statistics on advertising Stories, the number of “sticker touches” is interesting. It shows how much people listen to what the blogger says. The total number of touches should be approximately 2% of the number of subscribers.
The second step is to check the statistics via TrendHero or other special contests. If there are quite a lot of sharp jumps, this is not the best indicator. But you can check for what reason the jump occurred – because of a giveaway, advertising from a major blogger or cheating.
The most pronounced effect is given by the Stories format, since advertising there gives the highest number of target actions. Do not give the blogger a ready-made text, since it will be very unnatural. However, you need to give the theses and request the text that the blogger is going to say.
Other formats to consider are videos and teasers. However, blogger-content combinations should definitely be tested.