5 Psychological Tips for Selling on Facebook

We as consumers like to think that we’re above marketing tricks. We’re savvier than when we were shopping 10 years ago. We use tools like price-comparison apps and budget-prompted push notifications to help us shop better.

Use consumer psychology to your business’ advantage. This doesn’t mean you use evil tactics to deceive your customers. Consumer psychology is all about knowing your customer’s buying habits. It’s useful for automatic processes (e.g. sending an automated email to a potential customer if they left a shopping cart without purchasing) or even for knowing where to place your call-to-action buttons on your website.

Set up Your Facebook Page for Success

Before we even get started on psychology, make sure your Facebook Business Page has been set up with all the necessary basics.

Here are a few key items you should check on:

  • Are your products or services easily purchasable on your Facebook Page?
  • Are your virtual stores linked? For example, if you use Shopify for your website ecommerce solution, is it synced with your Facebook Store?
  • Do you have a customer service plan in place?
  • Is it easy to contact you as a customer?

But that’s just the start of it. Here we’ll go a bit deeper by identifying five cognitive biases and ways you can use them for selling on Facebook:

1. Anchoring Bias: Set a High Price Point

Amazon offers a variety of Kindle models. At first glance, you see four models on their Kindle E-reader page ranging from $79.99–$289.99. If the lowest-priced Kindle was presented by itself, you would think that $79.99 is a high price for an e-reader. But since the high-priced Kindle Oasis is present, all the other options seem like a bargain.

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The anchoring bias shows up most often on a pricing page. When presented with a pricing table, you lock onto the first price you see. This is often the most expensive option. With the pricing options presented next to each other, you begin to comparison shop.

How to Execute

If you offer a service, identify your best selling service. Next to the bestselling service’s price point, place one service that is below the price point and another that is above the price point.

An example of this in use in a pricing page is QuickBooks’ pricing page for one of their products. Note how the pricing table centers their best-selling service and even highlights it for you. Your attention is naturally drawn to the middle of the page, which also happens to be the mid-priced option.

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To have a similar pricing model for your Facebook Page, make sure your Page Category is correct. If you offer a service, the Services tab will be available to you.

There you have the ability to set up the Services tab just like you would for your pricing page. Simply add photos or set different levels (e.g. Gold, Silver and Bronze) to help the customer pick out your recommended service.

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In essence, the customer is like Goldilocks: your best-selling service shouldn’t be too expensive and not too cheap.

If you have a product-centric company, such as Everpurse’s selection of various purses, arrange products so the highest price is either first or paired with the most attractive photo. You want to have that product be the first a customer sees when they look at your Page.

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  • Remember: Use anchoring bias to your advantage by placing comparable items around the one you really want to sell.

2. Hyperbolic Discounting (Fear of Missing Out)

We have seen the advertisements: “One-day flash sale! All items are 50% off!” Despite not needing the product, you lock onto the idea that you’re getting a great deal so you must have it now. This is irresistible.

Hyperbolic discounting makes you want items now instead of later. Even if it is cheaper to wait. Using this bias for selling on Facebook is easy if your company does not run frequent sales.

How to Execute

When you’ve built up enough of a fan base on Facebook with a high engagement rate, you can create flash deals.

Try to use flash deals in a variety of ways:

  • Offer a coupon code that only works for a limited amount of time
  • Set up a limited-edition product
  • Offer a bundled deal that you will never offer again

Takeaway: Grab the customer’s attention by discounting at an unexpected time.

3. Emotional Connections Drive Facebook Shares

The science behind a viral post rests on your knee-jerk emotional reaction to it. The more extreme your emotional reaction is to your post, the more likely you’ll share it. And the more often you share posts to the right audience, the more likely you’ll see that translate into sales.

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In psychologist Robert Plutchik’s wheel of emotions concept, he identified the emotions that drive our sharing behavior. The inner circle denotes the eight emotions to think about when creating content.

How to Execute

For link-based content, appeal to the emotional side of your audience by changing up the headlines. Even if your blog post has one headline, it’s still possible to post the link multiple times with various headline tweaks.

Old: Local Woman Saves Her Cat

New: 70-Year-Old Woman Climbs Tree During Harsh Storm, Rescues Cat

Why this works: In providing more detail from the article, you become amazed at how remarkable this feat of strength and dedication to this woman’s pet.

Link-based content should also have attractive photos in place. Sometimes, the photos are all you need to prompt a share.

Takeaway: Aim to create an emotional connection with your audience through your Facebook posts. Instead of using marketing terms that sell to the customer, talk with the customer.

4. Stories Sell: Creating a Great Story

Storytelling might be the newest marketing buzzword, but having a compelling story behind your company will help you sell your products.

To understand how to use storytelling effectively, you must know the key components of a great story:

  • Protagonist: This is the hero
  • Antagonist: These are the roadblocks, often found while building a company
  • Conflict: There is an argument or issue between the protagonist and the antagonist
  • Resolution: The hero has overcome their battles and is now successful

How does this come into play for your company? First, you need to identify your own company’s story.

The entrepreneurial story of how ClassPass’s founder came about is a compelling one. She was mugged while waiting for a meeting and realized she wasn’t able to defend herself.

The incident kicked off her desire to learn defense skills, but building the company wasn’t without its own blockers. She failed twice before landing on a successful pricing model.

How to Execute

On Facebook, use videos and photos to share stories about your products or services.

One of the best companies for brand storytelling is Nike. Without having blatant product placement in their videos, they share the strength of athletes and the obstacles they have to battle to reach their goals.

Conclusion: Tell a great story with an emotional connection to the reader.

5. Value Time Over Money

In a research study conducted by Cassie Mogilner and Jennifer Aaker at Stanford University’s Graduate School of Business about time versus money, they concluded that “If you can dial up one’s thinking about time spent experiencing the product relative to thinking about the money spent to own the product, then you tend to get … beneficial effects.”

With the exception of luxury goods companies, use this to your advantage by showcasing the time or experience the customer will have with your product.

A classic example of this in action is Miller’s slogan, “It’s Miller Time.” Instead of reminding customers that they’ll be paying for their drink, the company reframes their product as an experience.

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How to Execute

When you’re posting about your products on Facebook, try and avoid mentions of prices. Instead, use storytelling tactics to show how the customer is buying into an entire experience.

Patagonia sells clothing but they also sell an experience. Their Facebook Page is filled with stories of great adventures, illustrated by videos and photos.

Takeaway: Reframe your products to showcase how they would be used. Would you rather see a photo of a product or a photo of it being used?

Getting Started With Selling on Facebook

Selling on Facebook takes time and effort by your marketing and social media team. To track your marketing campaigns on Facebook, use Sprout Social’s Facebook management tools to simplify your social inbox with message tagging capabilities.

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Additionally, Sprout allows you measure and gauge your Facebook engagement data to know what selling techniques work best with your brand.

Marketers shouldn’t be afraid to tackle selling on Facebook. And with the right mindset and plan of action with your customers, you can use the platform to increase sales.

This post 5 Psychological Tips for Selling on Facebook originally appeared on Sprout Social.

Facebook Rolls Out Major Video Updates: This Week in Social Media

Welcome to our weekly edition of what’s hot in social media news. To help you stay up to date with social media, here are some of the news items that caught our attention. What’s New This Week Facebook Announces Autoplay Sound, Picture-in-picture View, and Other Updates to Video: Facebook rolled out four major updates “that make watching […]

This post Facebook Rolls Out Major Video Updates: This Week in Social Media first appeared on .
– Your Guide to the Social Media Jungle

How to Build and Manage a Private Facebook Group

So I’ll come right out and say it…

I love my job.

As Community Manager for DigitalMarketer, I manage more than 10,000 members (and growing) across seven private Facebook groups – answering questions, providing support, and bridging the gap between our clients and our business.

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These private, online communities have had a tremendous impact on our business.

Establishing a thriving online community within our client base meets a number of important business goals including…

  • increased customer satisfaction
  • reduced refunds
  • increased retention in our monthly memberships
  • increased sales generated by word-of-mouth recommendations

There is a lot of gold to be found in creating and maintaining a private Facebook group and offering it as a premium bonus with our products – so here’s how it’s done at DigitalMarketer.

Building and maintaining a private Facebook Group for our customers is comprised of six major elements:

1. Create an Exclusive Facebook Group

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Private Facebook groups are private for a reason – not everyone can join. There are certain qualifications that have to be met before the admin clicks “approve” to the join request.

Having some sort of qualification for admittance to the group naturally builds a stronger community – people feel like they are a part of a special club. They know they are all a part of the group for the same reason. If you only let the best in, you’ll only get the best of communities!

Exclusivity occasionally requires a thick skin on the part of the admin. You can’t let just anyone in. You will have to have to turn people away, you will have to have uncomfortable conversations with applicants who don’t meet the access guidelines, and you will have to be consistent with your requirements.

You’ll also need a system in place to remove those who no longer meet your qualifications of membership.

This keeps your member list nice and healthy.

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But the payoff is WORTH IT – you will end up with a community that is bonded by common attitudes, interests, and goals instead of an aimless, eclectic group with a variety of motivations and reasons for joining.

Facebook currently offers two options for creating exclusivity in your group: CLOSED groups and SECRET groups.

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Secret groups are not searchable via Facebook – that means no one but members (and in some cases, former members) can see the group name, who’s in the group, the group’s description and tags, or stories about the group in Facebook’s newsfeed. Anyone can join, but they have to be invited or added by a member or admin, depending on your group settings.

In contrast, closed groups are publically viewable. They can show up as suggested groups on newsfeeds and the title, description, and member list are visible to anyone.

At DigitalMarketer, we opted to create a closed group, so our customers would be able to locate our groups easier. This does result in an influx of requests to join from unqualified members, but the tradeoff is worth it – we let the world know that we have a tribe of thousands of digital marketing enthusiasts, and use the “publicity” of an exclusive group to build FOMO (“fear of missing out”).

As a result, our community can be positioned as a value proposition, and we can use it as a way to increase sales of our products:

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2. Establish Guidelines in the Facebook Group

It’s important to give your group some sort of direction on what types of conversation are encouraged (or discouraged) in order to maintain a thriving community.

Expectations of behavior…

  • provide a safe space for people to ask questions
  • offer support
  • and build relationships with our company and other members

While it can be tempting to create a list of what members can and can’t do, I suggest creating guidelines that describe how members can work together to create a healthy environment.

In my recent contribution to our Digital Marketing Home Runs of 2016 post, I explained how guidelines (as opposed to rules) created a better community experience…

Previously, our rules were a list of DON’Ts (as shown below):

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Creating some sort of behavior expectation is essential for creating a safe space in your community, but having a list of do’s and don’t’s can feel intimidating and aggressive to new members.

That’s why I created Community Guidelines with only two hard-and-fast rules (no promoting and no being a jerk), and then outlined eight standards of expected behavior.

This not only puts “rules” in a more positive light, but it allows members to take ownership of how they can influence and encourage great community behavior.

Here’s an excerpt of our guidelines:

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Will your guidelines look the same?

Of course not.

Take into account the goals and culture of your members and adjust accordingly.

3. Moderate Your Facebook Group

So what happens when someone breaks the rules? What if someone has a problem with another member? What happens when a member is unhappy with the group?

Moderating is vital to maintaining a healthy community – whether it is on Facebook or any other social media forum. If you don’t offer some sort of control over the conversation, others will control it for you.

With over 10,000 members in our DM Engage Facebook Group alone, rules are bound to get broken; and they are broken often. People get upset with other people and reach out for resolutions. Here are the basics of how to handle it:

  • Delete posts that break the rules. Whether it is someone being rude or pitching their latest Lead Magnet, the post gets removed as soon as I (or someone on my team) sees it. Many times I am sent links to the offending post and asked to make the final decision. The point is that we try not to leave questionable posts up for long – often they are only visible for a matter of minutes. This keeps our threads healthy and maintains that safe environment that our members enjoy.
  • Handle sensitive issues in a private message. If I delete a post, I usually send the author of the post a private message and explain why their post was deleted and make myself available to answer any questions. Ninety percent of the time, they didn’t realize they were breaking any rules or they posted in the group by mistake. Be nice, be firm, and make sure they understand that you’re not trying to be mean or unreasonable, you’re just keeping the group on topic so that the experience is better for everyone.

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This also goes for members who are seeking a resolution to a problem with other members.

I always move these conversations to private message – it gives the issue my undivided attention and keeps the conversation between me and the involved parties.

The last thing I want to encourage is a public argument where anyone can weigh in. Situations are much easier to resolve when it is between one or two people than between one and 10,000 people.

(NOTE: Want a step-by-step plan for measuring, growing and monetizing your social media and community? Learn more about DigitalMarketer’s Social & Community Mastery Specialist training and certification program today.)

 

4. Connect People With ___________

My role as Community Manager has three main functions:

  • connect people with content
  • connect people to people
  • connect people with products

The more you make connections for people, the more beneficial the group will be to your customers — and thus the organization.

Here’s an example of me connecting people to content.

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I actively set aside time each week go to through DigitalMarketer’s content (and believe me, there is a lot of stuff to go through): blog posts, certifications, courses, webinars… you name it. The more familiar I am with our content, the better I can help people in our group.

Here’s how I keep myself organized so I can point our group members to the right content (in this case, our blog)…

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The search feature on our group page is also my best friend – it helps me locate the best members to answer specific questions.

For example, this community member was looking for people who lived in Thailand to give some recommendations:

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So I just did a quick search in the group…

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And found several people to connect him with!

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Lastly, in many cases, our members ask which of our products they should purchase to solve an issue they are having.

I’m not a pushy salesperson by any stretch — but it is part of my job to be familiar with our products and services so I can assist with these queries.

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5. Open/Close Feedback Loops

Effective community management revolves around feedback loops – and these are particularly effective using the Facebook tagging system.

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I constantly keep an eye out for these loops.

There are all kinds of feedback loops that occur in our groups: technical loops, customer service loops, content loops… and I can easily tag another team member to “loop” them into the issue and get a resolution. It’s stellar customer satisfaction, plain and simple.

It also helps us identify content gaps, product gaps, and even acquisition strategies for our business.

For example, our DigitalMarketer Lab community repeatedly suggested a referral program for our product – and within a week of launching, we had over 300 requests to join our membership!

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6. “Selling” Your Facebook Group

“Selling” is in quotes for a reason…

You cannot sell access to your group.

This is against Facebook’s Terms Of Service and will land you in Facebook jail.

Basically, you cannot make a business model around using Facebook’s services. If your group is found to be in violation of this, Facebook will not only remove the group, but could very easily ban you from joining Facebook again. That would be highly inconvenient.

To address this hiccup, we position our private Facebook groups as free bonuses for paid content. Our members have a real product that they have purchased from us, and we use that purchase as the key to our (100% free) gated communities.

Please, please, please don’t break Facebook’s rules. It will end badly.

Here’s a clip from the email we use to welcome our new customers to DM Lab and letting them know about the Facebook group…

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Here Are the Numbers for DigitalMarketer Engage…

So, how many people do you need before you launch a private Facebook group?

I hate to be vague, but there is no “magic” number – I would say have a good 1,000 potential members before you look into establishing your online community.

Back when this post was first published in June 2015, our private Facebook Group for DigitalMarketer Lab had approximately…

  • 12,000 paying members
  • 50% have joined the private Facebook Group called DigitalMarketer Engage
  • 19% – 20% of Engage members are actively involved in the group during any given week (the rest don’t visit or, when they do, they just “lurk”).

So, based on these numbers, if you have 1,000 customers you’d like to pitch a group to, you can expect…

  • 500 to join the private group.
  • 95 to 100 people to like, comment, share, and otherwise be involved in your group during a 7-day period.

Our metrics hovered here for a while – 50% of paying members joined the group, and 20% were active overall, and I recommend that new customer communities use these as a guideline when determining the best time to launch their own groups.

However, as DigitalMarketer Engage has grown as a community, our numbers now look more like this:

  • Over 13,400 paying members
  • 75% have joined the community
  • A steady 20% of members are active in any given week

The increase in members who joined the community is evidence of the changes that happen when you actively invest in creating a healthy, productive space for your members to connect.

Private online groups are a fantastic way to add value to customers and meet important business goals like reducing refunds and increasing retention.

Do you have a private Facebook Group for your products or services? Are you thinking of starting one?

(NOTE: Want a step-by-step plan for measuring, growing and monetizing your social media and community? Learn more about DigitalMarketer’s Social & Community Mastery Specialist training and certification program today.)

Ask the DM team and 10,038 other members in the DM Engage Facebook Group!

Not a DM Lab Member? Learn more here.

The post How to Build and Manage a Private Facebook Group appeared first on DigitalMarketer.

[DOWNLOAD] 3 Ways to Convince Your Boss to Send You to Traffic & Conversion Summit 2017

Let’s face it…

When you’re working for someone else, it’s really, really hard to ASK to spend their money.

Especially when it comes to attending a conference.

The ticket cost, airfare, hotel, and other expenses start to add up in your boss’ head before you can mutter the words, “Can I go?”

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The absolute WORST thing you can say to try and persuade your boss is, “It will be a great experience…

Although I’m sure they care about your life experiences, what’s going to ultimately win is the ability to prove your experience will positively affect their bottom line.

Speaking of experiences that positively affect the bottom line…

Today we’re sharing with you three ways to convince the decision makers that your presence at Traffic & Conversion Summit 2017 will be one of the best decisions they make all year.

Even better, we’re giving you a PDF template to swipe (no opt-in required) that will get the conversation started when you’re ready to make your case.

Let’s start with…

1. Focus on the Business Benefit

Traffic & Conversion Summit is a content focused event!

What does this mean?

Our goal for is to provide the best content in the digital marketing industry.

Period. 

After attending, you’ll have something to “show” for it… and we’re not talking about a hangover!

We’ve spent every day since Traffic & Conversion Summit 2016 testing so we can present our best findings and strategies at our 8th annual event in 2017.

It’s not outdated, run of the mill, big idea concepts…

You’ll learn tactics that you can take back to the office Monday and implement immediately. ← This is important to your boss.

Most importantly, industry experts who actually DO this stuff present each session – our focus is on strategy, not fluff.

Take a look at what attendees had to say about our event last year…

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2. Describe How You’ll Get The Most Out of the Event

We have recommended agendas and tracks this year at #TCS2017 (that’s the official hashtag of the event, keep an eye on it for event updates and even more content gold).

What does this mean?

You can present your boss with a pre-made agenda… made just for you.

If you’re a specialist (you handle a core discipline of digital marketing such as content marketing, social media, paid traffic, etc.), show your boss our topic-specific tracks:

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If you’re a jack-of-all-trades (VP of marketing, marketing associate, digital marketing director, etc.) show your boss our recommended agendas. These are pre-made agendas based off of knowledge level and/or your position in your company:

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You should also touch on the power of networking.

Traffic & Conversion Summit brings together thousands of professional marketers, from small business owners to agencies to CEOs of Fortune 500 companies.

And if you’re looking to take your marketing to the next level, what better way then by rubbing shoulders with the smartest marketers in the room? There are networking events each night of the event, or you could arrange a cocktail hour or dinner with other attendees in the Traffic & Conversion Summit Facebook event page.

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You’ll also have the unique opportunity to speak one-on-one with DigitalMarketer staff at the DM booth and at official cocktail parties – we would love to hear what you’re working on in your business, how we can help, and how we can make sure you get the most our of your time at the event:

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3. Explain How You’ll Cut Costs

Travel doesn’t have to be expensive!

If finances are a concern for your boss, it’s time to budget travel.

Instead of staying in the event hotel, use sites like Airbnb to book a private room in San Diego or to rent someone’s house or apartment. This is usually much cheaper than staying in a hotel.

Or, if you’re a DigitalMarketer Lab member, ask to split a room with another member in the DM Engage Facebook group.

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Not a member of DM Lab?

Our greater DigitalMarketer community is also a fantastic resource to find inexpensive places to stay.

Check out the Traffic & Conversion Summit Event Page to connect with other attendees and find roomshare and rental opportunities.

Use sites like Jetradar to book cheap flights to San Diego. Luckily, San Diego is usually pretty easy and cheap to get to from most cities in the U.S.

For commuting through the city, there are several rideshare options that are cheaper than taking traditional taxis everywhere. Download the apps for Uber and Flywheel to save some money.

Price out your travel expenses BEFORE presenting this idea to your boss. It will show that you’re prepared.

How does all that sound? Now, you’re ready to start the conversation. You just need…

Write Your Template Request Letter

To help you in your approval request, we’ve put together this email template you can customize to send to your boss – be sure to fill in the details and adjust it to your own voice and company culture!

And don’t forget to swipe the PDF template here!

Dear [BOSS],

I would like to attend DigitalMarketer’s Traffic & Conversion Summit 2017, taking place on March 10-12 in San Diego, CA.

This is an annual event and the premier conference for marketing professionals to learn what’s new and working in digital marketing. The sessions are focused on real, actionable content that we can implement immediately to grow our company—especially [SPECIFIC AREA OF FOCUS].

I am most excited about [SESSION] with [SPEAKER of COMPANY] because I will learn how to better [SPECIFIC STRATEGY].

As the [YOUR POSITION] of [COMPANY], I plan to attend the following agenda to capitalize my time and get the most immediately useful information:

[AGENDA OR TRACK HERE]

The event will also give me a unique opportunity to connect with thousands of other marketers, business owners, and agencies at networking events – and, of course, speak directly to key members of the DigitalMarketer team.

The cost to attend the event includes:

  • Ticket cost: $1495.00 (currently 25% off)
  • Travel expenses: [ESTIMATE]
  • Hotel: [ESTIMATE]
  • Meals per diem: [ESTIMATE]
  • Commuting costs: [ESTIMATE] 

I’ve estimated the total budget to attend the event as [ESTIMATE].

I am confident that you will see this as a worthwhile investment. The Traffic & Conversion Summit is an opportunity to learn the latest strategies in tactics to enhance our marketing efforts.

Best,
[YOUR NAME]

As of today, tickets are still 25% off, so have this conversation with your boss sooner rather than later.

This could be the next big “thing” that accelerates your career.

See you in San Diego!

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The post [DOWNLOAD] 3 Ways to Convince Your Boss to Send You to Traffic & Conversion Summit 2017 appeared first on DigitalMarketer.

How a Multi-Million Dollar Ecommerce Brand Uses Video, Facebook, and Pinterest to Close More Sales

What’s working for you in your ecommerce business?

That’s the question I posed to ecommerce expert and Smart Marketer founder Ezra Firestone at the 2016 Content & Commerce Summit.

Within in ten minutes, Ezra shared with me the assets he’s using to create a journey that turns a prospect into a customer

Check out the video (with its transcript) to learn:

  • The best top of funnel conversion asset.
  • The simple video that is working best in Ezra’s sales funnel that you can create, too.
  • What Ezra calls “integrated social commerce” and how it will change ecommerce.

Video Transcript:

Russ Henneberry: What is working, right now, for you guys in your ecommerce businesses? What are you most excited about right now?

 

Ezra Firestone: What we’re doing right now, is, of course, amplifying content. That’s what we do, we amplify content to engage people in a conversation that then leads to an offer a la what you guys are doing. We’re using a lot of video. Most of the internet, at this point, is consumed on a mobile phone. Most of the consumption on mobile phones is video, so you’ve got to have video in your strategy. I think, my sort of theory lately, what I’ve been talking about lately, is that you’ve got these levels of your prospect to Customer Journey, you’re getting someone’s attention, you’re letting them know about you, you’re then engaging with them in a conversation, and taking them through a process, and they become a customer.

 

So, the goal is to figure out what’s the best top of funnel conversion asset. I think of it as a bunch of conversion assets working in concert to create a journey that turns someone into a customer. The best top of funnel conversion asset is, by far, a video. The reason it’s a video is because they can watch it natively, in a social platform, without ever leaving that social platform. They don’t ever have to go to your website to fully engage with your brand. They can consume a piece of content, multiple minutes, of face to camera story time about your brand and never leave the social network, and then, maybe never leave the social network in that initial engagement, but you’re able to track what they consumed, follow up with them with another ad. You know they’re interested.

 

Russ Henneberry: When you say consume this video natively, I assume you’re talking about things like Facebook, right?

 

Ezra Firestone: Facebook and Pinterest now, and Instagram for that matter. Basically, all of the social networks are moving to allowing people to consume video content on them, because they are realizing that people are consuming video content, so they want them on their social network. They’re inside of Facebook, watching a video about you, they don’t ever have to leave Facebook.

 

What’s coming, the next wave of ecommerce, the next generation, the next five years, is something that doesn’t really have a name yet, but I’m calling integrated social commerce. What that is, it’s going to be the ability for someone to engage in an entire sales funnel and purchase from you, without ever leaving Facebook, Pinterest, Twitter. It’s already kind of available, it’s not fully rolled out, but that’s where we’re going.

 

Russ Henneberry: Which network do you think has the head start on that?

 

Ezra Firestone: Facebook, by a mile. The reason is, if you go into Facebook Messenger, you can now send money to people, peer to peer payments just like PayPal. They’re getting everyone’s credit card on file, for the impending one-click purchase in the newsfeed. Facebook is working to become an Apple, a Google, where they’re handling payments. So, it’s coming.

 

Russ Henneberry: Let’s talk specifics. If we talk about Facebook, you go and you shoot a video, what are the contents of this video? What are you doing with it? Are you placing it in there as an ad? What does the workflow look like to actually use video on Facebook and ecommerce site?

(Related: The Ultimate Guide to Facebook Video Ads)

 

Ezra Firestone: That will be dictated by where in your sales process this video is being used. If we’re talking about a top of funnel, the first, I call it, awareness, the first time someone is engaged with you, the first time they’re seeing you, well that video you want to have a story about who you are. You’re obviously solving a problem, so the story can be related to how you solve this problem, then a product demo, and then a customer testimonial, and a call to action. Basically, every one of our awareness videos, where people don’t know about us and we’re trying to get them to know about us, start with, “Hey, here’s our story, here’s how we got into this thing, this is the problem we solved, this is a demonstration of our product, here’s a happy customer, check us out.”

 

Russ Henneberry: Take Boom by Cindy Joseph, for example, I’m guessing Cindy does that video, and what’s the content of the here’s our story type video? What are you guys doing with that?

 

Ezra Firestone: You have to have something unique. You can’t just be, “Hey, I’m Joe Blow and I’ve also got a dog bowl.” That’s not going to work. You’ve got something that you’re adding to the marketplace. What we’re adding to the marketplace, with Boom, is a different point of view on aging. Everyone else is telling women they’re wrong, they’re bad. Hey, you better stop aging, it’s horrible, your life gets bad after 35, anti-wrinkle, anti-age, Botox. Everyone is telling women, essentially, that they’re screwed. We have the opposite message. We don’t subscribe to that viewpoint. We introduce our videos with, “Hey, here’s this radical viewpoint, that you could adopt.”

 

Russ Henneberry: It’s just a head-on video. She’s explaining why aging isn’t such a bad thing. This is actually a good thing, it’s a natural thing.

 

Ezra Firestone: We have some face to camera videos that we’re doing. We also have sort of some more news like, “Check out this story,” and it’s cut between a bunch of shots. But, you know what video’s working the best for us right now? A simple customer testimonial with the ownership, then the product demonstrated. Literally nothing but, “Hey, I’m Jane and I found these products, and here’s what they’re doing for me.” Legitimately, just a customer testimonial with a demonstration of the products and why that customer likes them, is our best, at the moment, top of funnel awareness video.

 

Russ Henneberry: One of the things we talk about here, at DigitalMarketer, Molly Pittman coined this term, traffic temperature. You’ve got this cold traffic, never heard of you at all, you got warmer traffic that is familiar with your brand, might be on an email list, maybe has bought something small from you, and then you got your hot traffic, people that have purchased multiple times from you, purchased big ticket, more complex items. You go after cold traffic with these more story based ads or these customer testimonials.

 

Ezra Firestone: Yeah, that’s for cold traffic. For warmer or hot traffic, we’re doing straight up, hardcore pitching, product demos, new product announcements. We also are doing just traditional content: “Here are the five tips about skin care, oh, by the way, remember us, we’re this brand.” We’re using a combination of direct pitches and straight up soft sell content, so kind of like the opposite, soft sell content, direct pitches, they both work really well when people already know about you.

 

Russ Henneberry: Let’s take your ad dollar, right now. Out of every dollar, how much are you spending, cent wise, on Facebook?

 

Ezra Firestone: Probably 75 cents on the dollar.

 

Russ Henneberry: 75 cents?

 

Ezra Firestone: Yeah, sorry, 75 cents of every dollar on Facebook, and then maybe 10 cents of every dollar on Pinterest, and 15 cents for every dollar on Google.

 

Russ Henneberry: Let’s talk about Pinterest for a little bit, because that is a significant amount of spend. You’re spending quite a bit on advertising, you’re spending 10% of that spend over on Pinterest. What’s exciting about Pinterest right now? What do you think the opportunity is over there?

 

Ezra Firestone: Pinterest is attempting to be the next Google shopping. Think about Facebook, I call it a past engine, i.e. you’re creating groups of people that you want to put a message in front of, based on what they’ve done in the past. That’s what you know about them. On Pinterest, it’s all future based, because people type in queries about what they want. They’re searching for things they want. They’re thinking about things in the future. It’s sort of a future engine. They’re building boards of, kind of like the old pin board, where you put up things you wanted, that’s what Pin Pal Pinterest is used. Considering that it is query based, for the most part, meaning people are typing in queries, and then you use that query that they typed in to serve them an ad, there’s not as much traffic at the moment. But, Pinterest is now rolling in contextual data points, so you can say, “I want to target this gender. I want to target people in this location. I want to target people on these devices. I want to target people who’ve shown past interest in XYZ.” So, they’re rolling in contextual data points.

(Related: How Ezra Firestone Generated $41,254.34 in Ecommerce Sales From $775.50 in Pinterest Ad Spend)

 

Russ Henneberry: Get back to that. That’s a real important point, I think, that you made there. Essentially, what you’re saying, that any particular day, there are only so many people on Pinterest that are interested in an outdoor fire pit.

 

Ezra Firestone: Or typing in the query.

 

Russ Henneberry: Or weird oil or whatever it is that they’re typing in that actual query, but if they start to add more contextual advertising, you can blow that up.

 

Ezra Firestone: Which they are. And, they’re also doing lookalike audiences and retargeting, and so if you’re going to get started on Pinterest today, use it just for retargeting. Add it as people visit your website, as you have groups of customers. That’s the most profitable way to get started because then you’re not worrying about using it for awareness, you’re only using it for retargeting and loyalty. I think, also with Pinterest, what’s cool about it is it’s only mobile. Nobody’s using Pinterest on their desktop. It’s solely mobile traffic. So, you can’t really get anything but iPhone traffic on Pinterest. Most of the traffic online today is mobile.

 

Where I was going with this, they want to be a comparison shopping engine. They have these things called buyable pins, and they have the ability for you to do integrated social commerce, so you can purchase something right on Pinterest. Eventually, it’s going to be like Google Shopping, where you type in a query, and then you’ve got multiple retailers, you can filter it, you can see the products you want, and you can make a purchase right in Pinterest. Fastest growing social network by percentage. It’s like where Facebook was six years ago.

 

(NOTE: Want a step-by-step process and all the tools you’ll need to make more sales and profit from your ecommerce store? Become a Certified Ecommerce Marketing Specialist and build out your ecommerce ecosystem today. Learn more now.)

The post How a Multi-Million Dollar Ecommerce Brand Uses Video, Facebook, and Pinterest to Close More Sales appeared first on DigitalMarketer.

How To Create & A/B Test Facebook Landing Pages

All those “Likes” your business has on Facebook? All that traffic you’re generating with News Feed ads? It’s worthless if you don’t have an end-goal in mind.

To turn Facebook traffic into sales, businesses are increasingly looking to powerful marketing tools called Facebook landing pages.

What is a Facebook Landing Page?

A Facebook landing page is a standalone web page, disconnected from your website’s main navigation. It’s created solely for the purpose of getting Facebook users to take action—to buy, signup or download.

Because it’s designed with persuasive elements like a compelling call-to-action, benefit-oriented copy and an attention-grabbing headline, a landing page is more efficient at convincing its visitors to take action than any other web page.

However, it takes more than sound design to convert your visitors. Your landing page also needs to be used the right way. Driving all your Facebook traffic to just one page won’t work.

In order for it to perform to its full potential, your landing page needs to be tailored to the campaign it’s part of. That means each promotion you run needs its own page.

Here’s how to create one for your next Facebook campaign, and how to optimize it using A/B testing.

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The Essentials of an Effective Facebook Landing Page

Every Facebook landing page, regardless of what campaign it’s part of, should feature these elements:

1. No Outbound Links in the Navigation, Body or Footer

Without links in the navigation menu, footer or body of your page, your visitors won’t be able to escape easily before converting. They’ll remain focused on clicking your call-to-action instead of the link to your “About us” page.

“But what if they want to learn more about my business?”

If it’s designed correctly, your prospects shouldn’t need to leave your landing page to learn more about you. It should contain a virtual elevator pitch—just enough about you to communicate who you are and why your offer is worth claiming.

If they want to learn more about your company culture or why you got into business, they can return to your website after they’ve evaluated your offer.

That goes for any other page on your website too. Navigation links to your “Contact us,” “Careers” and “Locations” pages should be omitted. Your logo shouldn’t be linked to your homepage. Right now, the only thing your prospects should be focused on is clicking that call-to-action button.

Take a cue from this NetSuite landing page:

facebook landing page navigation

2. A Benefit-Oriented Headline

Teasing out the benefit of your offer isn’t always easy. That’s why professional copywriters get paid the big bucks to do it.

Still, you don’t need years of training to figure out why your visitors should claim your ebook, free trial offer or product. Remember this: your prospects should be able to answer the question “What’s in it for me?” as soon as they reach your landing page. So tell them immediately in the biggest, boldest letters on your page—the headline.

Make sure to be clear about the true benefit to them and be wary of fake ones.

For example, are you offering your visitors an ebook on how to learn expert copywriting techniques? Or are you offering them a resource from which they can learn the writing secrets that experts use to sell more products?

Most professionals don’t want to learn copywriting techniques, but they do want to learn how to write to sell more of their product. Sometimes it takes working a little harder to find your product or service’s true benefit, but it’s always worth the extra digging.

3. Strong Message Match

When Facebook users click your ad, they need to know immediately that they’re in the right place. That’s why the ad that’s driving traffic to your landing page should match with the message of your landing page. This is known as “message match” and it’s crucial to establishing trust with your visitor.

Everything from your page’s headline to its colors should match the referring advertisement. Take this Salesforce page ad and its corresponding landing page, for example.

Here’s the ad:

facebook landing page salesforce ad

And here’s the landing page users see when they click through:

facebook landing page salesforce

Notice how the headline of the ad matches the headline of the landing page exactly as well as its colors? Even the image is exactly the same.

These similarities assure your visitors that they’re in the correct place. Without them your prospects will feel confused at best and at worst, deceived.

4. Concise Copy That Highlights Benefits Over Features

Remember to consider the situation of your landing page visitors as you craft your content. These aren’t people reading for pleasure. They’re busy. They’re on your landing page to quickly evaluate your offer and be on their way.

Don’t drone on, get poetic or try to show off your big vocabulary. Write like you talk. Use bullet points to quickly highlight the benefits of your offer and separate text blocks into small digestible chunks for effortless reading. Make it easy for your visitors to skim your content because that’s what they’re most likely going to do.

Notice how the bullet points on this Digital Marketer landing page entice visitors to convert by stressing the highly specific benefits of downloading the company’s Facebook ad templates.

facebook landing page bullet copy.jpg

5. Engaging Visuals

Because they’re able to convey information quickly and efficiently, images and videos have a place on every type of landing page. They’re especially useful on longer ones that need to be packed with a ton of information, like sales pages and click-through landing pages.

Infographics and explainer videos can replace large portions of text that could potentially scare your visitors away. They can also help your prospects better understand your product or service quickly. It’s good to describe your offer, but in many cases it’s even better to showcase what it is and how it works.

Here’s a great example from bookkeeping service, Bench (click through to play around with the image):

facebook landing page images

While it’s not on a landing page, this interactive image is a great example of what you could include on yours to better explain your service and how it works.

6. Social Proof

If there’s a long waiting line outside of a restaurant, we assume it serves good food. If our friends tell us a particular movie was entertaining, we’re more likely to see it. This is called “social proof” and it can be a valuable persuasive tool on your landing page.

Testimonials from satisfied customers helps prove that people find your product or service valuable. With widgets and buttons that count your social media fans, you can show visitors that your business is worth following. By displaying logos of well-known companies you’ve worked with or big-name publications you’ve been featured in, you can boost your perceived authority.

Take a look at how Jeff Bullas uses social proof on his homepage:

facebook landing page social proof

And check out how agency, Amadeus Digital, uses it to persuade prospects to retain their agency:

facebook landing page social proof partners

The reason it’s so powerful is because buyers take cues from other buyers. In fact, 88% trust online reviews as much as recommendations. Boost the perception of your business by displaying on your landing page the many brands, industry authorities and satisfied customers who find your product or service valuable.

7. Attention-Grabbing Call-To-Action Button

Your call-to-action (CTA) is the most important element on your landing page. Without it your visitor literally cannot convert. When you create yours, don’t settle for using a gray button that reads “Submit.” Your CTA needs to get visitors’ attention and make them excited about converting. Instead, try to stress the benefits of claiming your offer with personalized copy.

For example, if your landing page’s goal is to sign people up for a webinar that teaches them the step-by-step system you used to generate an extra $5,000 in monthly revenue with Facebook, don’t use “Sign up” or “Register.” Try something like “Show Me The Social Media Secret To Higher Revenue” or “Teach Me The Revenue-Boosting Social System.” The difference is something your visitors will actually want to click.

How to Improve Your Facebook Landing Page

There will always be room for improvement on the first iteration of your landing page, and the second, and the third. The headline might not resonate with visitors the way you expected. The copy might be a little too verbose. But you won’t know what to improve until you collect data and test. And one of the easiest and most effective ways to do that is with the A/B method of testing.

What is A/B Testing?

A/B testing refers to the process of comparing two different landing pages at a time—one “A” version and one “B” version. Everything else, though, remains the same—like traffic sources and campaign run times, for example.

The Two Ways to A/B Test

A common misconception is that in order to conduct a true A/B test, you can only test one element at a time. For example, if you wanted to discover the effectiveness of your headline, you would test your original page featuring the original headline against a variation page with a different headline. Whichever page converts more visitors at the end of the test has the better headline, since that’s the only difference between the two pages.

That’s the most accurate way to test, but it’s not the only way.

On many occasions, it’s impractical to test only one element at a time. The duration of a single A/B test can be long, which means to optimize an entire page, it would take an extended amount of time and resources that many marketers don’t have. So during major site redesigns or optimizations, they test multiple elements at a time.

They test a variation page with a different headline, form and maybe featured image against their original. At the conclusion of their test, the page with the higher conversion rate is the winner. Why it’s the winner, they won’t know exactly. But, think of it this way: if your page generates more conversions, do you really care if you know whether it was the headline or the image or the form that caused it?

Maybe you do. Or maybe you’ll just be satisfied that your new page has generated more conversions. Which method you choose will depend on how much you want to know and the amount of time and resources you have.

What you can’t choose is the rest of the testing methodology. There are some exact steps you’ll need to follow to make sure you can rely on the results of your A/B test.

Step 1: Gather Data

You should never test without a reason to. Use your website and social media analytics tools to find out how your visitors are behaving. Heat mapping software can show you whether your visitors are noticing your CTA button. Google Analytics can show you if your prospects are abandoning your page immediately.

You have to first identify your page’s problems before you can fix them.

Take an example from Lim Cheng Soon at Pair, who used a heat map to see how visitors were interacting with this mobile app landing page:

facebook landing page heatmap

Here’s what the test showed:

facebook landing page heatmap data

You’ll notice some small green dots and some bigger red and yellow ones. The bigger, red and yellow ones are locations on the page where visitors paid the most attention. According to Soon:

“Turns out, I found out too many people click on the navigation bar on the top instead of clicking the conversion button (link to AppStore and Google Play). So I made up a theory that having too many ‘distractions’ around the conversion button wasn’t such a good idea.”

So he tested that theory by running A/B tests that hid the social sharing button and the “Download for Free” text.

The results? A 12% boost in conversion, but only because he knew where his landing page was lacking by collecting data first. Without that vital step, you won’t know whether your test will actually make an impact on your conversion rate.

Step 2: Create a Hypothesis

From that data, develop a hypothesis. For example, “Using heat mapping software, we noticed that our visitors were mistaking a photo for the call-to-action button. Because of that, we think that changing the design of that photo to make it look less like a button will divert more attention to the real CTA button.”

At the conclusion of the test, you can accept or reject that hypothesis.

Step 3: Calculate Your Sample Size

Before you can end your test, it will need to reach something known in the scientific world as “statistical significance.” The term refers to the number of visitors you’ll need to generate to each of your pages (original and variation) before you can be confident that your results aren’t due to chance.

The accepted level of statistical significance in most industries is 95%. At a 95% level of significance, you can be 95% sure that the results of your A/B test can be attributed to the changes you made to your landing pages, and not to chance.

Use this calculator from Optimizely to determine how many visitors you’ll need to each of your landing pages before you can reach 95% significance.

Step 4: Create Your Variation Page

Now it’s time to make the adjustments you hypothesized would boost your conversion rate. If you thought it was a new headline that would persuade more visitors to take action, create your test page with a new headline. If your data showed you might need a new image, create your variation with a new image.

Whatever you choose, be sure your control page remains the same. Without a baseline to compare your variation to, you won’t know if your new page is performing better or worse.

Step 5: Eliminate Confounding Variables

Many scientific tests are conducted in a lab for a reason. It eliminates any outside factors that might threaten to poison your results. Something as simple as the occurrence of a holiday or a tiny mistake in the code of your landing page could impact the results of your test for the worse.

There’s no way to completely eliminate all confounding variables. The best you can do is control for as many as you know about. Learn more about how to do that here.

Step 6: Test Everything

Before you begin running your test, you need to ensure everything is working correctly. Make sure:

  • Your CTA button directs prospects to your “thank you” page when clicked.
  • Your form is passing information into your CRM system.
  • The links in your ads direct you to the right page.
  • Your landing page is displaying correctly in all browsers.

Step 7. Drive Traffic

Now you’re ready to begin driving traffic from Facebook to your landing page. Remember that Facebook allows you to get really granular, so at some point it might be worth testing traffic from different types of ads (sidebar, news feed, audience network) or even different segments (male, female, married, single, etc.) to see how they impact your conversion rate.

Facebook Management Try Free Banner

Most importantly do not end your test before you reach 95% significance. You can’t be remotely confident of your results until that point. And even then, you can’t be sure of anything.

Conversion optimization influencer, Peep Laja, describes a time when reaching 95% confidence wasn’t enough:

“The variation I built was losing bad—by more than 89% (and no overlap in the margin of error). Some tools would already call it and say statistical significance was 100%. The software I used said Variation 1 has 0% chance to beat Control. My client was ready to call it quits. However, since the sample size here was too small (only a little over 100 visits per variation) I persisted and this is what it looked like 10 days later.”

facebook landing page ab test results

The variation that had 0% chance of beating control was now winning with 95% confidence.”

The longer you run your test, the more confident you can be of its results. The moment you reach 95% significance isn’t the moment you should stop, it’s the earliest you can stop. If you have the time and resources to run your test longer–do it.

Step 8. Analyze & Improve

Now it’s time to look at your results. Did your variation achieve what you thought it would? Or is your original still reigning supreme? Make changes, or don’t, based on your results. And never stop testing.

There’s always a better version of your landing page waiting to be created.

This post How To Create & A/B Test Facebook Landing Pages originally appeared on Sprout Social.

How to Use Facebook Page Engagement Custom Audiences

Want more ways to retarget people on Facebook? Have you heard about Facebook’s latest custom audience features? Facebook’s newest custom audiences let you target people based on their engagement with your Facebook page. In this article, you’ll discover how to build six new custom audiences based on Facebook page engagement. Find the Facebook Page Engagement […]

This post How to Use Facebook Page Engagement Custom Audiences first appeared on .
– Your Guide to the Social Media Jungle

The Complete Guide to Facebook Marketing

With 1.79 billion monthly active users on Facebook logged in the third quarter of 2016, you may find the network to be a treasure trove of new customers.

In this all-encompassing guide, we’ll walk you through the basics of Facebook and brand examples you can be inspired by.

Check out Your Current Facebook Page

One of the first steps in grasping Facebook marketing is making sure you’re taking advantage of all of Facebook’s features.

If you’re just getting started on creating a Facebook Page for your business, take a look at our setup guide.

If you have a current Page, take a moment to perform a 10-minute audit on it. The important thing to remember when performing an audit is that you need to write down your notes. Don’t stop and fix items that you see are wrong. Note and move on.

facebook activity overview on sprout

Take advantage of Sprout Social’s Facebook reports to see which posts are performing best, your post engagement rate and your posting frequency.

Set up a custom date range, such as the past six months, to simplify your auditing process.

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Important Items to Note:

  • Posts: Write down publishing frequency, variety and what kind of post is receiving the most engagement.
  • Imagery: Is the cover photo and profile photo on-brand? Are the photos and videos you share on-brand?
  • About: Is the About section completely filled out? Are you missing important info, like a phone number? Do you have awards or milestones that could be important for your audience?
  • Call-to-Action Button: What do you want people to do right now? Is your ultimate Facebook goal to drive new newsletter signups? Is your CTA button a newsletter signup?
  • Current Analytics: How many fans do you have? What is your audience engagement rate?

Integrate Your Services

There are a variety of services that partner with Facebook to create a seamless experience. For example, if you own a restaurant, you would consider integrating your online reservation system with Facebook.

The idea is to make sure the customer doesn’t leave your Page to search elsewhere for information.

Set up Shop

The Facebook Shop feature allows customers to shop directly on your Facebook Page. This feature is still rolling out for Pages and to those based outside the US. If you use Shopify, the integration is seamless and sets you up with a click of a button.

Advantage: Once you load in products, you’ll be able to tag them in your Facebook Post.

shop-everpurse

Add Your Other Social Networks

Using a service like WooBox, you can add your social media streams as tabs in your Page. The Sill in New York has several of their social networks established as tabs: Instagram, Twitter and Pinterest.

Advantage: Those who are active on other social networks can easily click to follow you from your Page instead of manually navigating to another app.

instagram-integration

Newsletter Signups

If your newsletter is part of your digital marketing strategy, you should provide a way for your fans to sign up from your Page. There are a couple options here. You can change the Page’s CTA button to “Sign Up” and redirect it to your newsletter sign-up page. Or you can see if your newsletter service offers an integration with Facebook.

Popular mailing services like Constant Contact and MailChimp offer integrations. Charm City Cakes added a tab to their Page with a simple “Join My List.”

Advantage: You provide another way for fans to stay in touch with you.

charm-city-newsletter

Display Your Menu

For restaurants, bars and cafes, displaying menu information can be helpful for your new customers. If you select Local Businesses or Restaurant/Cafe as your Page’s category, you have the option to add a menu.

Absinthe Brasserie & Bar incorporates their menu seamlessly into their Facebook Page.

absinthe-facebook

Advantage: Customers are readily given access to information that they might’ve already been searching for.

Figure out Your Content Strategy

The easiest way to establish and analyze your content strategy is to write everything down. Use the audit from earlier to note what has been working for your Page and what has not.

Create Your Own Voice

Your online voice is a digital extension of your brand. The company’s voice should “speak” to your target audiences. For example, don’t use a lot of American slang if you have a global audience or else you risk alienating them.

The Sprout Social Q3 2016 Index showed that 71% of consumers unfollowed a brand due to embarrassment.

graph-embarrassment2x

The Main Components of Establishing a Voice Are:

  • Personality traits: Are you fun or serious? Are you sarcastic or punny?
  • Common phrases: Are there brand phrases that you use? Perhaps your brand sells snowboards to professional athletes and you’re able to use industry terms without explaining them.

This year, Wendy’s made headlines by sassily replying to customer Tweets.

And if you navigate to their Facebook Page, you’ll see that their personality remains consistent.

Advantage: Documenting your voice helps you decide if that post is “right” for your company. You’ll no longer need to second-guess yourself. If you have multiple people on your social team, you can train them on the company voice and then use our handy message approval system to ensure they’re on the right track.

facebook-integrations-collaborate-manage2

Design Your Image Guidelines

Voice and imagery go hand-in-hand for your digital strategy. When you land on a company’s Facebook Page, the biggest digital real estate is the cover photo.

  • Does the cover photo convey your brand’s values, mission or goals?
  • If it has a CTA, does the caption include how to take action?
  • Does it blend smoothly with other photos your company has posted?

If you find that your images need resizing, use our free handy Landscape tool to easily resize images across social networks.

landscape-launch-in-app-image-01-1

Soma Water’s Facebook Page clearly showcases a minimalist, neutral and easy attitude that lines up with the company’s values.

soma-facebook

Advantage: When you have clear image guidelines, your customers can identify your company through your photos and videos. Think about large brands like Kate Spade and Nike and how you can recognize their images without finding their logos.

Decide on When to Post

We’ve found that the best time to post on Facebook falls around 1 p.m. on Thursdays. Once you decide on a frequency and ideal times, utilize a scheduling product like Sprout to easily fit your posts in throughout the week.

10x_best-time-facebook

Advantage: Posting on a consistent basis lets your audience become used to your frequency.

Identify the Post Types You Want to Use on Facebook

There are six main Post types on Facebook and each one has its own advantage.

screen-shot-2017-01-09-at-5-18-34-pm

Our Facebook Reports can analyze what types of posts work best for your brand. Try us for a free 30-day trial to set up your Facebook Business Page for success.

facebook-analytics-content-report4

1. Status

Seen more commonly from your friends than Pages, the simply worded status can easily convey website status failures or quick news updates.

2. Link

Use links to share company blog posts, news or even products.

Almost all parts of the linked posts can be edited:

  • Headline
  • Body
  • Image
  • And if you have a carousel post, you can incorporate multiple links into one post

3. Video

Video posts uploaded directly into Facebook are gaining momentum. In January 2016, Facebook announced that it had hit 100 million hours of video watched a day on its network.

Just like in YouTube, you can create playlists that your fans can easily access.

whole-foods-videos

And if you’re feeling brave, use Facebook Live to connect more directly with your audience.

4. Photo

Like videos, photos are still a popular way of grabbing your audience’s attention. You can incorporate them as part of your post or add them to an album.

5. Products

If you created a Facebook Store, you’ll have the option to add the products into your posts. This can be especially helpful when you want to subtly identify products.

6. Take Action: Sign up, Get Messages

Most popularly used in conjunction with advertising, these CTA posts encourage your fans to take action immediately. These types of posts should be used sparingly since they’re considered to be more standard marketing material than they are in starting a conversation.

Determine Your Engagement Strategy

Much like creating your content strategy, how you respond to comments and questions is another vital part of your Facebook marketing.

  • How will you respond to a customer’s angry post?
  • How quickly will you respond?

Listening

The first step of knowing your audience a little better is listening to them. Our Smart Inbox can compile all of the posts tagged with your branded hashtags into one place. This makes it easy for you to respond when necessary.

smart-inbox-collision-detection

Replies

Despite the number of messages that require a response rising by 18%, brands still reply to only 11% of them.

sprout-index-charts-q2-2016-02

Social Customer Care

Facebook offers Messenger as an easy customer care solution. When 34.5% of customers choose social media as their communication route to businesses, establishing a service solution is important.

sprout-index-charts-q2-2016-01

This also includes making sure you respond and read reviews. Crema’s reviews are displayed prominently on their Page, allowing visitors to see what others have enjoyed.

crema-facebook

Get Started on Facebook Advertising

Facebook Advertising takes on three types of goals: Awareness, Consideration and Conversion. Depending on your goals for this network, incorporating ads into your Facebook marketing strategy can be useful. We’ve broken three common types of ads down into levels.

To set up an ad, head to Facebook’s Ad Manager.

facebook-ads

Pro tip: Save your custom audiences. You do not need an ad to create an audience. Creating custom audiences that include demographic and interest targeting will cut out time later when you’re creating ads.

1. Beginner: Boost Your Posts

To work around Facebook’s algorithmic timeline, Pages use the Boost Post advertising feature to expand their brand visibility. Some Boost to their Page’s current audience while others promote to their newsletter subscribers.

suggested-post-link

Boosting a post can be easily done through the post itself or through Ad Manager.

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2. Intermediate: Collect Leads

Let’s say that your biggest goal for Facebook is to increase the number of email subscribers you have. These CTA posts have a handy button that will track clicks. You can be billed per click-through, per impressions or any other available metric.

3. Advanced: Increase Conversion

Adding a Facebook pixel to your website can help you track conversions on shoppable products. This also allows you to retarget website visitors on Facebook, getting your ad in front of people who are more likely to click through.

blue-bottle-facebook-website

Pro tip: If you see an ad you like in your feed, you can use the dropdown to create a similar ad.

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Analyze Your Strategies

You’ve created your strategy and you’ve executed it. Now it’s time to analyze it.

Keep an Eye on Your Competitors

Use the Pages to Watch feature to keep an eye on industry competitors.

facebook-pages-to-watch

Our Facebook Competitors Report breaks down your competitors’ performance over a custom period of time. You’ll be able to track how you compare to other Pages on sent and received messages, post types and engagements per post.

facebook competitor report overview

Review Your General Analytics

Our Facebook Pages Report gives presentation-ready graphics on important statistics. If you set a goal for increasing your post engagements over time, you’ll be able to easily see if you hit the target.

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Use our handy Engagement Report to understand how quickly you’re responding to customers and how many messages you might be missing.

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Marketing on Facebook can be challenging. Make sure you’re keeping up with the latest network updates by reading our blog. If you find that managing messages is overwhelming, take advantage of our 30-day trial to see if we can help lessen the load.

This post The Complete Guide to Facebook Marketing originally appeared on Sprout Social.

Always Up-to-Date Guide to Social Media Image Sizes

Whether it’s a brand promotion, video, news update or even a meme, visual content rules the social media landscape. What has become so important is effectively conveying your brand on social media through images and video.

In this quick-scroll world of social media, the visual face of your brand is often times the first thing your audience sees and possibly the one thing they remember. It’s hard to cut and paste an image and reuse it across all of your social networks unless you have a tool like Landscape.

landscape

Sprout Social’s very own tool is free to use to resize, crop and scale social media image sizes. And along with our resizing tool, we’ve provided all the specific dimensions and a few quick tips to help you decide which image best fits each position.

Before we get into it, here are some additional resources:

Social Media Image Sizes Per Network

These links will make it easier for you to navigate to the specific social media image sizes per network:

social media publishing learn more banner

Facebook Image Sizes

With 1.18 billion monthly active users, Facebook is the world’s largest social network. One bad image choice could spell the difference in attracting and engaging with this huge user base and being completely ignored.

One thing to remember when choosing your photos is that there is a difference between how things will display on your personal timeline and how things will display in a user’s newsfeed. Make sure that you are choosing dimensions based on where you want the majority of viewers to see your image.

Profile Picture: 180 x 180 (Displays 160 x 160 on Desktop)

facebook profile image size

Say cheese: this is going to be the photo representing you or your brand on Facebook. This is the square photo that appears on your timeline layered over your cover photo. Your profile picture will also appear when you post to other walls, comment on posts or when you’re searched with Facebook’s Open Graph (that’s a fancy term used for its search function).

Image Guidelines

  • Must be at least 180 x 180 pixels.
  • Photo will appear on page as 160 x 160 pixels on desktop, 140 x 140 on smartphones, and 50 x 50 on most feature phones.
  • Profile pictures are located 16 pixels from the left and 176 pixels from the top of your cover photo on desktop.
  • Profile pictures are located 24 pixels from the left, 24 pixels from the bottom and 196 pixels from the top of your cover photo on smartphones.
  • Photo thumbnail will appear throughout Facebook at 32 x 32 pixels.

Cover Photo: 820 x 312

facebook cover photo image size

Your cover photo will only appear on your Facebook timeline, but it is a lot bigger than the profile picture, which gives you more freedom to choose something creative. Where your profile picture might be a good choice for a picture of you, or a brand logo, use this space to post something that speaks more toward you as an individual or as a brand.

Image Guidelines

  • Appear on page at 820 x 312 pixels. Anything less will be stretched.
  • Minimum size of 399 x 150 pixels.
  • Displays at 820 x 312 pixels on desktop and 640 x 360 pixels on smartphones.
  • Doesn’t display on feature phones.
  • For best results, upload an sRGB JPG file less than 100 KB.
  • Images with a logo or text may be best as a PNG file.

Shared Image: 1,200 x 630

facebook shared image size

A shared image is one of the most common forms of sharing on Facebook. These images will always appear on your timeline, and ideally they will show up in most of your followers’ News Feeds — though with the decrease in organic reach, it’s unlikely that everyone will see your post. The more people engage with your post, the more likely it is that the rest of your followers and their followers will see that activity.

Image Guidelines

  • Recommended upload size of 1,200 x 630 pixels.
  • Will appear in feed at a max width of 470 pixels (will scale to a max of 1:1).
  • Will appear on page at a max width of 504 pixels (will scale to a max of 1:1).

Shared Link: 1,200 x 627

facebook shared link image size

Another great tool in your Facebook belt is the ability to share a link. It’s very similar to posting a shared image, but it gives you even more fields to work with. You can choose to create a shared link with a small square image to the left and text on the right, or with a larger rectangular image on top with text underneath.

Image Guidelines

  • Recommended upload size of 1,200 x 627 pixels.
  • Square Photo: Minimum 154 x 154px in feed.
  • Square Photo: Minimum 116 x 116 on page.
  • Rectangular Photo: Minimum 470 x 246 pixels in feed.
  • Rectangular Photo: Minimum 484 x 252 on page.
  • Facebook will scale photos under the minimum dimensions. For better results, increase image resolution at the same scale as the minimum size.

Highlighted Image: 1,200 x 717 (Recommended)

facebook highlighted image size

Did your company turn its first profit? Hit its 10th, 20th or 100th employee? A milestone is a great time to create a highlighted image. This image is going to be housed on your personal timeline, but it is going to take up a great deal more space than a shared link or image, so it’s a good place to celebrate the victories that keep you going!

Image Guidelines

  • Will appear on your page at 843 x 504 pixels.
  • Choose a higher resolution at that scale for better quality.

Event Image Image: 1920 x 1080 (Recommended)

facebook event image size

Facebook Events help capture the attention of users and cut through the noise on Facebook. Reminders are sent to your audience and having a good space with an even better image is important. Make sure you have the right dimensions down for a Facebook Event cover photo.

Image Guidelines

  • Facebook will scale down to minimum dimensions: 470 × 174.
  • Shows in feed: 470 × 174.

Find more information on the image sizes for Facebook, visit the Facebook Help Center

Twitter Image Sizes

Don’t let its logo fool you–Twitter is not just for the birds. In fact, with 313 million monthly active users, Twitter is one of the social media networks that your customers will most often use to discuss your brand.

Profile Photo: 400 x 400 (Displays 200 x 200)

twitter profile image size

Your Twitter profile photo is the main image that represents you or your brand across the network. It’s going to be seen across the site in a number of places by a number of people so make sure it’s of the highest quality. Here’s the places your profile photo will be visible on the site.

  • On Your Page: The largest display of your profile picture is on your homepage and can be viewed by your followers as well as individuals who stumble upon your page.
  • In-Stream: A smaller version of your profile picture appears in a follower’s Twitter stream every time you Tweet. It also appears in the stream of your followers’ followers every time you’re Retweeted.
  • Who to Follow: Your profile picture is also going to appear next to a link to your page in the “Who to follow” box. This is located directly to the right of your twitter stream. Choose a recognizable image here.

Image Guidelines

  • Square Image recommended 400 x 400 pixels.
  • Maximum file size 2 MB.
  • Image types include: JPG, GIF or PNG.

Header Photo: 1,500 x 500

twitter header image size

Your header photo is the image that spans the top of your Twitter profile page. It’s quite a bit larger than your profile photo so make sure to save it at the highest resolution possible. Because you have more room to be creative with this picture and it will likely be the first thing your visitors see, make it something captivating.

Image Guidelines

  • Recommended 1,500 x 500 pixels.
  • Maximum file size of 5 MB.
  • Image types include: JPG, GIF or PNG.

In-Stream Photo: Minimum 440 x 220 (2:1 Ratio)

twitter in-stream image size

Twitter users can attach photos to any of their Tweets. Luckily, Twitter updated to no longer count characters against your Tweet limit. Uploaded photos will appear in your followers’ streams and the streams of their followers (if Retweeted).

It’s important to note that Twitter may collapse your photo into a smaller version to fit in a user’s stream. Make sure Twitter displays the portion of the photo you want followers to see by setting the width of your image to fit the minimum requirements. Also, horizontally center your content to avoid odd cropping.

Image Guidelines

  • Minimum to appear expanded 440 x 220 pixels (a 2:1 ratio).
  • Can tweet up to 4 images at one time.
  • Can edit images if tweeting from Twitter iOS or Android app.
  • Maximum to appear expanded 1024 x 512 pixels.
  • Appears in stream collapsed at 506 x 253 pixels on desktop.
  • Maximum file size of 5 MB for photos, and 3 MB for animated GIFs.

Find more information on in-stream photos at the Twitter Help Center.

Instagram Image Sizes

Instagram is one of the most popular photo-sharing social networks with more than 600 million users. It’s the best place to showcase your visual creativity.

Profile Picture: 110 x 110

instagram profile image size

Instagram is based on visuals, which should be an indication of how important it is to follow these image size guidelines. Ensure your profile image is recognizable so users can find you even easier through search or explore.

Image Guidelines

  • Appear on your profile at 110 x 110 pixels.
  • Square photo: make sure to maintain an aspect ratio of 1:1.

Photo Thumbnails: 161 x 161

instagram image size

When someone goes to your page, they’ll be presented with all of your content arranged in rows of thumbnails. These smaller renditions of your images and videos will expand when clicked and include a place for people to comment.

Image Guidelines

  • The thumbnails will appear on the page at 161 x 161 pixels.
  • Square photo: make sure to maintain an aspect ratio of 1:1 ratio.

Photo Size: 1080 x 1080

instagram photo size

Instagram is all about the images and videos presented in your followers’ feed. In fact, Instagram higher resolution photos when taken from the native application. If you decided to upload a photo or video from any other device, the resolution will be much lower.

Image Guidelines

  • The size of Instagram images has been increased to 1080 x 1080 pixels.
  • Instagram still scales these photos down to 612 x 612 pixels.
  • Appear in feed at 510 x 510 pixels.
  • Square or rectangle photos: make sure to maintain an aspect ratio between 1.91:1 and 4:5 ratio.
  • Smaller featured header images appear as 204 x 204 pixels, and larger featured header images appear as 409 x 409 pixels.

LinkedIn Image Sizes

With 467 million registered users, LinkedIn is the world’s largest professional network. Where other social networks may be good drivers of traffic and customers, LinkedIn is a great place for you to source great employees and to connect with other industry leaders.

Personal Profile Picture: 400 x 400 (Recommended)

linkedin personal profile image size

LinkedIn has been using a new layout for select users and we’ll update the image sizes once it’s officially released. However, the original personal profile picture for LinkedIn is very straightforward. This is the main image that represents you on your personal profile. So anytime someone takes a look at your profile for some quick info, this is the prominent image that represents you.

Image Guidelines

  • Recommended between 400 x 400 and 20,000 x 20,000 pixels
  • Minimum 200 x 200 pixels
  • Maximum file size 10MB.
  • Image types includeL JPG, GIF or PNG.

Personal Background Image: Between 1000 x 425 and 4000 x 4000

linkedin background image size

LinkedIn’s background image is a newer feature for your personal profile. It’s a little bit trickier to find something that really fits that space well, but if you get it right, your profile will look great.

  • Recommended between 1000 x 425 and 4,000 x 4,000 pixels
  • Maximum size 4MB.
  • Image types include: JPG, PNG or GIF.

Banner Image for Brand (Company) Pages: 646 x 220 (Minimum)

linkedin banner image size

The banner image is one of the newest and most prominent of the images that you can use on LinkedIn. This image appears when a user visits your brand’s homepage. Since this image is located on your homepage it’s likely the visitor is actively searching for your brand, so use this opportunity to reel them in with a great image.

Image Guidelines

  • Minimum 646 x 220 pixels.
  • Maximum 2MB.
  • Landscape Layout.
  • Image types include: PNG, JPG or GIF.

Standard Logo: 400 x 400

linkedin standard logo image size

One of the two brand logos that you should be uploading to LinkedIn is the business logo. This is the bigger of the two and is going to show up right next to your brand name on your LinkedIn homepage. This image also appears in the “Companies you may want to follow” section. The more enticing the photo, the more likely you’ll gain followers.

Image Guidelines

  • 400 x 400 pixels recommended (300 x 300 minimum and resized to fit).
  • Maximum 4 MB (Square layout).
  • Image types include: PNG, JPG or GIF.

Square Logo: 60 x 60

linkedin square logo image size

This is the brand image that shows up when your company is searched. Make sure you use something recognizable to your brand let customers know which company is yours.

Image Guidelines

  • 60 x 60 pixels (resized to fit).
  • Maximum 2MB.
  • Image types include: PNG, JPG or GIF.

Hero Image: 974 x 330

linkedin hero image size

Finding great people to work for your company is one of the most important aspects of LinkedIn. You can have a separate tab solely based on career opportunities at your company. At the top of this page sits a banner that is bigger than any of the other images on LinkedIn.

You can use this space to choose a picture that speaks to your company in order to attract some great potential employees.

Image Guidelines

  • Minimum 974 x 330 pixels.
  • Maximum 2MB.
  • Landscape Layout.
  • Image types include: PNG, JPG or GIF.

Find more information in the Linkedin Help Center.

Pinterest Image Sizes

Pinterest can be an amazing social tool for driving referral traffic to your site. This is mostly due to the fact that 90% of Pinterest pages are external links.

So it’s very important for you to make sure you’re optimizing your Pinterest page regularly and using proper image sizes for your boards and pins.

Profile Picture: 165 x 165

pinterest profile image size

When setting up your Pinterest account you have the option to do so using Facebook, Twitter or email. If you choose Facebook or Twitter, Pinterest will pull in the profile image that you have set there.

If you’re using email, or would prefer to use a different photo, you can do that too: just upload a square photograph (the larger the better) and Pinterest will resize it to fit. Like other social sites your profile picture on Pinterest should be something closely tied to you or your brand.

Image Guidelines

  • Appears at 165 x 165 pixels on home page.
  • Appears at 32 x 32 pixels on the rest of Pinterest.
  • Maximum 10 MB (wouldn’t allow me to upload anything larger).
  • Image types include: JPG and PNG for profile pictures.

Pin Sizes

pinterest pin image size

When adding a pin to your board, it’s important to remember that Pinterest puts a limit on the width of the image but not the length. This gives you the opportunity to add a photo that’s square or one that will scale to be even taller. Just remember to make sure you’re creating large images because they add more value, not just because you can.

Image Guidelines

  • Pins on main page appear as 236 pixels (height is scaled).
  • Pins on a board appear as 236 pixels (height is scaled).
  • Expanded pins have a minimum width 600 pixels (height is scaled).
  • It’s recommended to use an image aspect ratio of 2:3 to 1:3.5

Board Display

pinterest board display image size

Creating boards is one of the most important things that you can do on Pinterest. It’s important to make sure you’re using an image that fits the size criteria perfectly. Not only is it important to choose a photo that is enticing to your audience, it’s important to choose one that’s relevant to that particular board.

Image Guidelines

  • 222 x 150 pixels (large thumbnail)
  • 55 x 55 (smaller thumbnail)

Find more information in the Pinterest Help Center.

Google+ Image Sizes

We know Google+ might not at the top of your list, but it’s still an important site for most companies to be present. This isn’t just because of the social aspect, but also your Google+ account is tied to the search engine itself. When someone searches your brand, Google pulls in your Google+ account information, including your profile picture and recent posts.

Profile Picture: 250 x 250 (Recommended)

google plus profile image size

Google already has a ton of information about your brand, now they want a face or logo to tie to that name. Though you upload your image in a square format, it’s going to render on your page as a circle. Be wary you don’t choose a photo that cuts out important parts of your image!

Image Guidelines

  • Minimum 250 x 250 pixels.
  • Recommended to use larger photos.
  • Maximum file size 100MB.
  • Maximum dimensions not listed (we were able to upload at 5,200 x 5,300 pixels).
  • Image types include: JPG, GIF or PNG.

Cover Image: 1,080 x 608

google plus cover image size

The Google+ cover image is the biggest photo on your page, so choose your photo wisely. It’s a great opportunity for you to showcase a product or service your brand offers. This is also a great spot to use an image that highlights your brand’s beliefs.

Image Guidelines

  • Recommended 1,080 x 608 pixels.
  • Minimum 480 x 270 pixels.
  • Maximum 2,120 x 1,192 pixels.

Shared Image – 497 x 373 (displays as)

google plus shared image size

Google+ sharing is similar to that of other social networks, with one key difference: circles. With circles you can group people together based off of certain criteria that you deem relevant, and then share different images to different circles based off that demographics’ personality.

Image Guidelines

  • Appears in home stream and on page at a width of 426 pixels (height is scaled).
  • Minimum width of 497 pixels (will scale the height for you).
  • Maximum upload 2,048 x 2,048 pixels.
  • Shared Link – 150 x 150 (thumbnail).

Shared Link – 150 x 150 (Thumbnail)

google plus shared link image size

A shared link comes with the same ability to choose which circles you want to share with, but the post itself has different capabilities. You’ll still have the ability to type in whatever description that you’d like, but with a shared link you also have the opportunity to link your post to your site.

This is going to pull a photo from your site and add it to the post so that your viewers can click through to your page.

Image Guidelines

Shows in the feed and on page as 150 x 150 pixels (pulls in photo from linked site).

Shared Video: Width of 496 Pixels

google plus shared video size

Videos are amazing assets for brands to help with their marketing efforts. If you happen to have one, or are interested in making one, it could be a great piece of content to send out to your Google+ audience. Just as with links and images you can pick and choose which circles would be best for each video.

Video Guidelines

  • Shows in the feed and on page as 497 x 279 pixels.

Find more information on profile and cover photos at Google+ Help.

YouTube Image Sizes

YouTube has more than 1 billion unique users every month and is available on hundreds of millions of devices. More than 1 million brands have already realized that YouTube is a great opportunity to reach their fan-base.

Channel Cover Photo: 2,560 x 1,440

youtube channel cover image size

Spice up your YouTube channel with some “channel art.” When users click through your YouTube videos to your channel, some appealing images could entice them to stay on your page longer and watch more of your videos.

Across Different Devices

There are a lot of different platforms and devices that users can stream YouTube on so it’s important that your brand has a photo optimized for each one.

Display Sizes

  • Tablet display: 1,855 x 423.
  • Mobile display: 1,546 x 423.
  • TV display: 2,560 x 1,440.
  • Desktop: 2,560 x 423 (1,546 x 423 pixels are always visible). Flexible Area (may be visible): 507 pixels to the left and 507 pixels to the right of the safe area.

Video Uploads: 1280 x 760 (Minimum HD)

youtube video upload size

Uploading your content to YouTube is the one of the most important parts of establishing your presence on the site. Videos can tell viewers something about you as a person, or it could show off something that your business might offer.

Video Guidelines

  • Videos must maintain a 16:9 aspect ratio.
  • In order to qualify as full HD, your dimensions must be at least 1,280 x 760 pixels.

Tumblr Image Sizes

Tumblr is a customizable social site that lets users effortlessly share anything that they want. Due to the fact that almost everything is sharable, it isn’t hard to imagine that there are currently over 235 million blogs that have churned out more than 144.7 billion posts.

Profile Picture: 128 x 128

tumblr profile image size

Although there is a profile photo associated with your Tumblr page, it doesn’t appear very frequently throughout the site. It will appear as a thumbnail adjacent to your posts within a follower’s feed.

The photo also appears next to the buttons to follow you on Tumblr when someone visits your page. Your profile photo will also appear somewhere on your Tumblr profile page. Whichever theme you choose is going to play a part in where the photo appears and its size.

Some brands choose a large image while others keep them subtler. Just make sure to mind the minimum and pick an image that fits not only your brand, but that also fits your page’s layout.

Image Guidelines

  • Minimum 128 x 128 pixels.
  • Image types include: JPG, GIF, PNG or BMP.

Image Posts: 500 x 750

tumblr image photo size

These are the posts that you send out to your followers that will also appear on your page. Due to the fact that Tumblr is so customizable and each theme is so different, not all people are going to want to post the same size photos.

Image Guidelines

  • Dash image sizes max at 1,280 x 1,920, and show in feeds at 500 x 750.
  • Images can’t exceed 10MB.
  • Animated GIFS must be under 2MB and max at 540 pixels (although some instances allow more width depending on GIF size).

This post Always Up-to-Date Guide to Social Media Image Sizes originally appeared on Sprout Social.

Advanced Facebook Page Insights: An Analysis Guide for Marketers

Want more information on how your Facebook audience responds to your marketing? Looking for a guide to help you explore your Facebook Page Insights? The data in Facebook Insights can help you learn what’s working and what’s not on your page. In this article, you’ll discover how to download and analyze your Facebook Page Insights […]

This post Advanced Facebook Page Insights: An Analysis Guide for Marketers first appeared on .
– Your Guide to the Social Media Jungle