Show Notes
Welcome To the High-Performance Marketing podcast, a show focused on helping small business owners connect with their ideal customers using simple marketing and quality content. I'm your Marketing Guide, Ali Garbero.
In 2013 Owen Wilson and Vince Vaughn starred in a movie called The Internship. If you don’t remember it - it was a movie about two salesmen who learn that their careers have been ruined by the digital age. Their company shuts down and so they magically find their way into an incredible and of course highly coveted internship at Google. They’re forced to compete with a group of young tech-savvy geniuses at a shot for a job.
As the movie progresses there’s this scene where the interns are tasked with coming up with a new app and Vince’s character starts explaining what he believes to be the winner. He says something like:
“So I have an idea, nowadays people are taking pictures and they have their phones now and they’re out, something catches their eye and they take the photo but now it’s just sitting there. What if they take that photo and instantaneously put it out there on the line and they share it with their friends.”
Of course one of the younger interns breaks the news to him and says: “That’s Instagram, it already exists, it’s one of the most popular apps in the world. Facebook bought them for like a billion dollars. That’s billion with a B.” Vince’s hysterics continue and he says yeah but mine will be different - we’ll call it exchangeagram so people can share their photos “on the line.”
On today’s episode of the podcast let’s talk about Instagram because I know you’re using it for your business, maybe even making some fun reels, going live. Collaborating with other businesses. It’s a friendly and fun popular platform and not just for friends but for connecting with people “one the line” as Vince hysterically said. Since Instagram has evolved over time, today’s episode I’ll focus primarily on sharing how to use the explorer search page. It’s a feature of Instagram you may not have given much thought to but it’s a powerful way to level up your marketing and increase client reach.
So back in 2010 when Instagram first launched - you’ll remember that the platform was mainly used as a single stream of photos that appeared in chronological order. Of course as more and more of us got hooked and joined it became impossible to see everything, and worse to see the posts we really cared most about.
By 2016 Instagram realized we were missing out on about 70% of all their posts in our Feed, so this is when they started working on algorithms to help combat this. They started to rank posts based on what users cared about most. And over the years they learned that Feed and Stories are places where we want to see content from our friends, family, and those they are closest to.
After that, they take all of the information that’s been posted, the people who made those posts, and your preferences to help rank how you see things.
They call these “signals”, and there are thousands of them. They include everything from what time a post was shared to whether you’re using a phone or a web browser, to how often you like videos.
I’m going to share what IG considers the four most important signals across Feed and Stories, roughly in order of importance, so that you can see how it ties into your marketing.
Number one is - Information about the post. These are signals both about how popular a post is – like how many people have liked it – all the way to the more mundane information about the content itself, like when it was posted, if it’s a video, how long is it, and what location, if any, was attached to it. What you want to consider for this first bucket is how creating content that is relatable, funny, shareable will increase the likelihood of others seeing it in their feed because the more people that like your stuff the easier it will be for others to see it.
Number two is Information about the person who posted. Ins
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