Saif Ajani – Keyhole

3 Ways To Improve Your Social Media Distribution Strategy

Saif Ajani — Sat, 11 Nov 2023 19:29:00 +0000

Social media, while certainly still behind organic search, is now the fastest growing content distribution channel around the world. Over the years, this great shift means that much of the news we consume is being found thanks to the various social channels available to us. How can organizations advantage of this? How does a brand maximize the amount of people exposed to their content on social media channels? Let’s take a look at three simply ways brands can improve their social media distribution strategy, while making sure it will work anywhere, any time. LEVERAGE SLIDESHARE Slideshows and presentations are nothing new. They’ve been around for long enough to have their own share of the market. But to this day, when it comes to finding good, reliable and educational slides, there is still higher demand than supply. The first way for brands to improve their distribution strategy is by shifting their focus away from some of the lesser known methods, and instead paying attention to ones that people want! . INVEST MORE IN YOUR *EXISTING* CUSTOMERS This isn’t a new channel, but improvement on existing ones. One mistake new businesses often make is not paying enough attention to their existing customers, while getting distracted chasing new ones — not listening to their needs and questions. One might think that each question is just a single question from a single customer and will have limited impact. But each of these queries can also lead to:

Good feedback for your product or service
Positive reviews on external sites, leading to higher customer awareness
Word of mouth recommendation, considered by many to be the only way to achieve high growth
New followers listening to these answers and following along

When organizations take the time to interact, they make it that much more personal. Everyone likes to feel good about themselves, and good feedback / customer service is a way of making sure your current and potential customers feel good about their relationship with you. PAY MORE ATTENTION TO THE METRICS AROUND EACH CHANNEL The techniques mentioned above will certainly bring in new business if organizations invest the time & effort required, but how do you make the most of the traffic and amplify its impact? Data. DATA. DATA! It would be silly to pour all this effort into multiple channels, see your traffic and conversions rise, but then not know which channel actually caused it! There’s a great John Wanamaker quote that comes to mind:

Half of the channels you’ll experiment with will likely lead to waste too. How do you figure out which half? Be sure to measure each of the platforms used and their success rates. This way you will what works, and what doesn’t work – instead of putting your time into each technique, hoping for the best. A good starting point is this tutorial from Kristi Hines, and her advice on how to measure your social media goals. It’s in-depth and beginner-friendly, with a lot of questions answered in the comments section. CONCLUSION If there’s one thing to take away from this post, it’s that organizations should focus more on tracking and amplifying existing channels that work, than trying to be everywhere all the same time. Why not go the extra mile and interact with current customers beyond just addressing their issues? Social media has given organizations the ability to interact with customers directly, it’s time to use it for growth! Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram.

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Using Hashtags To Find Influencers On Instagram, Twitter, And Facebook

Saif Ajani — Wed, 12 Aug 2020 14:45:37 +0000

Finding influencers has become much easier over time – especially with the explosive growth of social media and information that is now available.

You can use available data from social networks and social media analytics tools to rank their influence objectively.

Using hashtags will bring your influencer marketing to the next level by filtering out influencers based on your contextual needs.

For example, if you’re looking for influencers to promote the Audi A4, you don’t need to use generic users who are influential in ‘cars’ — that’s too broad!

Instead, hashtags like #AudiA4 can help you find influencers with true reach and power over their audience to promote the Audi A4.

Want to learn how?

This article will walk you through some simple methods to find influencers on Instagram, Twitter and Facebook using hashtags.

Why Does Your Brand Need Influencers?

Before we get down to business, let’s first take a look at why influencers are important for your business.

When you work with influencers, you not only tap into their audience, but also their audience’s network.

Because of their huge influence, influencers can help increase your social media reach exponentially, drive rich traffic to your website, and most importantly sell your product through their recommendation or by sharing their experience.

If you’re still on the fence about influencer marketing, here are five statistics that will convince you:

61% of consumers trust reviews given by influencers as much as their family and friends’.
Influencer marketing content is believed to deliver 8x higher engagement rate than traditional social media posts.
46% of people rely on recommendations from influencers when looking to buy something.
Twitter users report a 5.2x increase in purchase intent when they interact with promotional content from influencers.
40% of people have purchased an item online after seeing that an influencer has used it.

Why Hashtags Matter to Your Influencer Marketing Campaign

Hashtags are, no doubt, one of the best ways to find influencers for your marketing campaign.

Why is that so?

Tracking which hashtags influencers are using gives you valuable information that will better inform your influencer marketing strategy.

For starters, hashtags can help you better understand the conversation themes that influencers want to be a part of. This lets you know what influencers care about.

When you reach out to your preferred influencers, you will know exactly what to offer them so that they’ll want to work with you.

Hashtags also give you a glance inside of the influencer’s strategy, giving you the chance to know what they think is currently trending in your industry.

Hashtags can also give you useful competitive data. Taking a look at brand or campaign-specific hashtags that influencers are using within their posts will help you know which influencers are working with your competition.

Types of Hashtags to Use

When it comes to using hashtags to find influencers to partner with, you have to be strategic in the way you do it. Not all hashtags will be useful to you. Here’s a guide on how to select your hashtags.

1. Industry-Centric Hashtags

These are hashtags created using broad and common terms that are specific to your niche.

Such hashtags convey exactly what your content is all about without forcing the reader to guess. For instance, #fitness for sports brands and #wanderlust for travel-related accounts.

2. Branded Hashtags

Branded hashtags tell you directly about the brand. Most brands use their brand name as standalone hashtags. For instance, #Audi.

3. Location Hashtags

Most brands tend to neglect location hashtags, but they are quite helpful in finding influencers interested in your area of business. They are especially fantastic for brick and mortar businesses and travel brands. Location hashtags help increase the scope of your post reach.

4. Celebration / Holiday Related Hashtags

Most influencers bank on special days like Mother’s Day, Halloween, Valentine’s Day, etc. to promote their content.

Using these hashtags to find influencers can fetch you amazing results especially if you’re planning a celebration-related or holiday related influencer campaign.

How To Find Influencers On Instagram, Twitter And Facebook Using Hashtags

Now, let’s get down to business…

Instagram

If you’re looking to find social influencers, Instagram is a great place to start.

Instagram has grown to be larger than Twitter, and is definitely a tool you should incorporate into your social strategy if you haven’t already.

Recent updates on Instagram have Instagram influencer marketing more effective. Instagram TV (IGTV) for example, allows users to create videos up to 60 minutes long. Influencers can now use IGTV to offer in-depth product reviews, tutorials and ‘how-to’ series.

Another great update is the ability to schedule Instagram posts and IGTV up to six months in advance. This means that you can plan an influencer publishing schedule to release regular collaborative content.

But not every consumer is using Instagram.

According to statistics, the majority of consumers active on Instagram are aged between 18 and 24 years. Therefore, find influencers that resonate with this young demographic if they are your target audience.

So how do you find influencers on Instagram?

One simple way to find social influencers on Instagram is to search for relevant hashtags, such as #AudiA4, and take a peek at the profiles of images that appear in the Top Posts of the hashtag.

You can also use a tool like Keyhole to track hashtags and sort results by highest number of engagements or likes.

You can peruse the profile and compare against metrics such as engagement to determine if they are a viable fit.

When checking their profile, you can also check to see if they have an email on their profile, identify as an influencer, blogger, or have their own website. Additionally, there are many ways to find someone’s email.

You can use tools like Apollo.ai for its email finder”to streamline the process of uncovering email addresses that may not be directly visible on their profiles.

Twitter

Twitter is another lucrative platform where you can find influencers.

Many users use Twitter as a direct distribution method, sharing their thoughts, opinions, and resources such as blog posts.

To use Twitter to find influencers, use the search bar and type in the relevant hashtag you’d like to search.

We’ll continue to use #AudiA4 as our example.

Using Hashtags to Find Influencers on Instagram, Twitter, and Facebook. Using the Audi twitter hashtag to identify influencers who talk about audi.

You’ll see a timeline of tweets for that particular hashtag. Twitter defaults to displaying the top search results, but you can also sort by latest Tweets, people, photos, and videos.

You can scroll through the list and begin to find influencers for your brand.

Some key metrics to examine when identifying influencers on Twitter are engagement, including Retweets and Likes.

You can click on their profile to learn more about the user, and examine metrics such as their follower count.

Facebook

Facebook is another great platform to use for influencer marketing. The social platform is continuously making updates that seem to be favouring brands if used well.

For instance, you can now use Facebook Live to broadcast live video on multiple platforms at once. So Live streams by your influencers can now be seen by more audiences around the world.

Influencers can now host Watch Parties and tag branded content partners. Additionally, if you host a Watch Party with an influencer, you will both be able to see the metrics making it possible to measure your ROI.

When it comes to using hashtags to find influencers on Facebook, you might have to dig deeper because hashtags on Facebook are typically used less in comparison to platforms such as Twitter and Instagram. However, there is still a plethora of opportunities to find influencers on Facebook.

In the Facebook search bar, type in the hashtag relevant to your industry that you want to search.

You will see all posts show up. You can choose to filter the search results by who the posts are coming from, post type, tagged locations, date posted, and more.

Explore a users profile to determine if they are a suitable influencer for your campaign.

Using hashtags to find influencers on Instagram, Facebook, and Twitter will help identify users who may already be positively engaging with your brand, and will be a good fit for your marketing campaigns.

You can also use Keyhole to identify top influencers within a tracked keyword.

Criteria to Select the Best Influencers

Now that you know how to use hashtags to find influencers on the top three social platforms, let’s see how to select the best influencers for your campaign.

1. Build a Long List of Influencers

Take a look at the influencers that you were able to find using hashtags and compile an influencer database. Your database should include influencer names, social footprint, personal performance metrics and contact information.

2. Examine their Reach Metrics

Next, categorize your influencer based on reach, which is defined by the audience size. Consider the following categories:

Celebrity: Celebrities tend to have a large audience size. However, they also tend to have a less engaged audience.
Macro-influencer: Macro-influencers build their online personal brands to attract large fanbases. Many have a significant presence and are often approached by brands for sponsored posts. The advantage of using macro-influencers is that they have a distinguished voice and brand aesthetic.
Micro-influencer: Micro-influencers, unlike macro-influencers, have a smaller following of less than 10,000 but their audience is highly engaged. Just like macro-influencers, micro-influencers build an online following by sharing specific content that speaks to their audience.

3. Consider Relevance

After you’ve looked at influencer reach, the next thing to look at is relevance. Relevance measures the contextual fit for your brand. Who from your list would be most relevant to your audience?

To answer this question, use brand personas to determine who is appropriate to engage with based on the categories and topics they are discussing. Select influencers who naturally connect to your mission, topics, product or service.

4. Identify the Level of Engagement

Once you’ve narrowed down your list to the influencers most relevant to your brand, go further down to influencers with the most committed and engaged following. Follower engagement speaks to the influencer’s authenticity.

5. Personality

Influencers become close business associates during the campaign. You, therefore, want to work with people who are reliable, honest, and professional.

6. Vet the Content

Lastly, you want to work with influencers whose content fits your brand. Does the influencer post content that would speak to your audience?

Be vigilant when vetting content for obscenity, profanity, highly political posts, and competitor mentions, as these may make your campaign could quickly backfire. Use an influencer tracking tool to have a transparent view of your influencer’s posts, and analytics.

Best Practices For Reaching Out To Influencers

Once you’ve selected the right partners to work with, you have to reach out to them and request for them to partner with you. Remember, just because you’re interested in working with an influencer does not mean they’ll want to work with you too. How you approach them will help convince them to work with you.

Here’s how to do it.

1. Establish Brand Goals

Before you start reaching out to your chosen influencers, you must establish the goals of your influencer marketing strategy. Are you looking to increase sales, heighten your brand awareness, or grow your social engagement?

For your influencer marketing campaign to succeed, it’s vital that you create clear objectives, develop a clear message, and determine the campaign’s potential ROI before approaching influencers.

2. Engage with Influencers

Before reaching out to influencers, follow them on their various social media channels. Engage with their content and their audiences. Show an interest in what they do. This will make starting a conversation with them much easier.

3. Personalize your Outreach Approach

Once you’re ready to start a conversation with the right partners, tailor your invitation for participation to what you’ve learned about them. Use the research you’ve done so far to solidify the relationship.

4. Be Part of the Conversation

Don’t leave all the work to your influencers. When you partner with influencers, make an effort to take part in the conversation during the influencer marketing campaign. Produce valuable content for your blog, share your opinion on topics trending in your industry, etc. This will drive organic traffic to your campaign and give it more relevance.

Wrapping Up

Using hashtags to find influencers on Instagram, Facebook, and Twitter will help identify users who may already be positively engaging with your brand and will be a good fit for your marketing campaigns.

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Introducing Follower Insights For Instagram

Saif Ajani — Tue, 07 Feb 2017 20:17:32 +0000

Instagram Follower Insights – Keyhole

Instagram is consistently lauded as the top destination for discovering new and exciting content. But it when it comes to gaining meaningful insight into the why of successful, viral posts, many users may sometimes feel lost in the shuffle (or is that swipe?)

But fear not! We’re exciting to announce a new feature for Instagram called Follower Insights.

Available now.

What are Follower Insights?

Learning about what makes your audience want to like, share and engage with your brand is the secret weapon of any professional social media guru. Starting today, you can gain valuable understanding of who’s following your tracked accounts — even the audience of the competition. Hey, all’s fair in love and war and Instagram.

Post Local, Reach Global

Discover where your audience is distributed across the world, and even their home state for your U.S.-based followers.

Follower Insights for Instagram – Keyhole

Graphics, Graphics, Demographics

Keyhole makes audience awareness easy. Showcasing how many of your tracked accounts have male or female followers, the percentage of public vs. private followers, and their audience’s most used keywords allows you to gain meaningful insight into the who of any follower count.

Follower Insights for Instagram – Gender and Account Type – Keyhole

Keyhole Updates

Many of our colleagues in the Canadian technology industry recently pledged to match donations going towards the American Civil Liberties Union, inspiring us to do the same! We’ve pledged to match ACLU donations up to $5,000 as a message of good faith towards the importance of democracy and accountability. We’re proud to stand up for what is right at Keyhole, and hope you are too. Read more in BetaKit.

Did you know we’re on Medium? It’s true! Follow us for expert tips on influencer marketing, growth hacking Twitter for your band, a look at top analytics tools and more!

And of course, find us on Twitter and Facebook for the latest from Keyhole.

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We’re Matching Donations Of Up To $5,000 To The ACLU

Saif Ajani — Tue, 31 Jan 2017 16:14:57 +0000

Let’s keep the momentum going. I’ll match next $5k of replies on @ddebow‘s tweet. #NoWallsInTech
Donate at https://t.co/V5kuaLOW7l https://t.co/0wtQfbCVPl — Saif Ajani (@saif_ajani) January 30, 2017

At Keyhole, we know that diversity is our strength — it is reflected in both our amazing team, and the country we proudly call home. That is why our co-founders Saif Ajani and Minaz Abdulla are committed to matching donations of up to $5,000 to the American Civil Liberties Union. The ACLU is a non-profit organization committed “to defend and preserve the individual rights and liberties guaranteed to every person in this country by the Constitution and laws of the United States.” Join us in standing up for what is right.

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Read more in BetaKit.

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Introducing Follower Insights For Twitter

Saif Ajani — Wed, 25 Jan 2017 18:08:21 +0000

Keyhole continues to grow as the number one hashtag analytics and account tracking tool, and we’re pleased to announce these new features for Follower Insights.

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#Inauguration vs #WomensMarch — The Numbers

Saif Ajani — Mon, 23 Jan 2017 14:16:00 +0000

A lot of attention has been paid to both #InaugurationDay and #WomensMarch recently. The images on Twitter comparing the two events have been stark, to say the least. The POTUS (the new one) and his team, however, have been adamant that this is an issue of the media not reporting the truth. We at Keyhole have decided to collect some data of our own to compare the two events. In particular, we decided to use our platform’s hashtag analytics tools to compare the usage of #Inauguration-related posts vs #WomensMarch, along with the users behind them. To be fair, we also looked at the data for both terms on the day of the event and one day after. So #Inauguration was analyzed on Jan 20-21, 2017, and #WomensMarch was analyzed on Jan 21-22, 2017.

Comparing the Numbers

Let’s take a look at real Twitter data for the two hashtags. #Inauguration (and related terms) were used 8.98m times on Twitter, while #WomensMarch and related terms were used 11.12 million times! Looking at where the two hashtags peaked:

#Inauguration peaked at over 1 million tweets on Jan 20 during the 12pm hour (All times Eastern)
#WomensMarch peaked at just under 800k posts on Jan 21 during the 3pm hour

The People Behind #WomensMarch

It’s easy to be misled by the word “women” in #WomensMarch. Our data showed that a full 1/3 of posts with the #WomensMarch hashtag were shared by men.

1/3 of #WomensMarch posts were shared by Males

It’s also interesting to note that posts with the #WomensMarch hashtag were shared from across the country! Users from all 50 states + D.C. used the hashtag to provide their support, with California and New York leading the way.

#WomensMarch – Location of Users

As the data shows, this was a country-wide (and worldwide) movement, led by women but supported by all.

What #WomensMarch is Really About

One analysis that often helps read into the thoughts of participants is related hashtags: what other hashtags did people use with #WomensMarch?

#WomensMarch – Related Hashtags

While a number of location-focused hashtags (e.g. LA, SF, NYC and even London) appear with the official hashtag, what’s really telling is that 2 of the most popular ones were #theresistance and #whyimarch. It shows that a number of users felt that these marches were not only about supporting a movement, but also resisting a bigger one — one being led by the new President. To participants of the #WomensMarch, it was about equality, human rights and being stronger together. And yes, it was also about proudly being a Nasty Woman. Love Trumps Hate. Data Trumps #SpicerFacts.

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Meerkat Vs Periscope: Periscope Has 3X More Influencers, 39% More Repeat Usage Vs Meerkat [STUDY]

Saif Ajani — Mon, 13 Apr 2015 23:01:45 +0000

A lot has been written about Meerkat vs Periscope so far, but most posts have relied on cursory data and anecdotes. Given Keyhole’s focus on social media tracking, we thought we’d take a deep dive on the data we’re able to capture, and find signals that tell the true story behind Meerkat and Periscope. Specifically, we wanted to look beyond just the number of tweets with Meerkat and Periscope videos because these aren’t very telling — they are trailing metrics. We analyzed over 320,000 Meerkat and Periscope videos shared on Twitter between April 1-8, 2015, and here’s what we found. (If you’re interested, here are our real-time trackers for Meerkat and Periscope.)

Is Meerkat vs Periscope Close? Only at the Cursory Level

Looking at the number of videos shared from each platform on Twitter, it would seem that Meerkat and Periscope are close. But these graphs don’t tell the full story — they’re trailing metrics. What’s more important is an analysis of who is using each platform and how engaged these users are. The higher the engagement, the higher the likelihood that the platform will continue to thrive. Although the 2 platforms look close, only one has been able to drive higher engagement and secure a more influential user base. [NOTE: After publishing this post, Periscope’s co-founder Kayvon Beykpour shared this:

One related fact: less than half of Periscope broadcasts are tweeted out (users have the choice to toggle).

So while absolute numbers shown here may be understated for both platforms because of untweeted videos, they hopefully still provide an indication of each’s user base & engagement.]

Engagement and Repeat Usage

Arguably, the metric that matters most to all apps is user engagement — how often does a user feel compelled to use the app and how often do they return? In many cases, this metric alone may be able to predict the survival and growth for a new app. So how did the two apps perform in this area? To determine this, we looked at frequency of usage by Meerkat’s and Periscope’s users during the 8-day period. If a large percentage of users shared only 1 video, it was taken as a more negative signal than if users shared videos more frequently. It’s easy to argue that Twitter’s support has helped Periscope obtain users, but this doesn’t alone why it has thrived. As the chart above shows, we found that the majority of Meerkat’s users were one-time sharers, while the majority of Periscope’s users were repeat users. In short, people are trying both platforms, but they’re returning to Periscope at a much higher rate. In total, 59% of Meerkat’s users shared only 1 video while 41% shared 2+ videos. On the other hand, 57% of Periscope’s users shared multiple videos (39% more than Meerkat). Almost 6.5% of Periscope’s users shared 10 or more videos!

How ‘Influential’ are Each Platform’s Users?

Influence is always a touchy topic since it can be defined in so many ways, but there’s no doubt that it drives distribution and large consumer adoption. For our report, we looked at influencer in the most simple of ways — by number of followers. Although this can be ‘gamed’, getting to 10k+ followers isn’t easy, and so the data would be directionally correct. So how many and what % of each platform’s users have more than 10,000 Twitter followers? It’s clear to see that Periscope has many more users with > 10k Twitter followers. In total, 3,221 Periscope users had more than 10,000 followers, while only 970 Meerkat users did — a difference of 3X! But we’ve already seen that Periscope has more users than Meerkat, so it could be argued that more influencers is just a byproduct of that. What about on a percentage basis? Discounting the higher user base numbers for Periscope, the difference in influencers doesn’t change much. As the chart shows, Periscope has many more users with more than 10,000 Twitter followers, even on a percentage basis. In all, about 8.86% of Periscope’s users had 10,000+ followers, while only 3.62% of Meerkat’s did.

What % of People Use Meerkat vs Periscope?

Let’s see if this has had an impact on general consumer usage yet. Many have argued that Meerkat vs Periscope isn’t a zero-sum game — i.e. there could be more than just a single winner in the battle of live streaming apps. But that may only be true if the two apps can differentiate themselves. As recently as last week, Meerkat’s founder argued that both they and Periscope can coexist because these apps are different. If this is indeed the case, then one would expect that people would be using both apps for different use cases. Is this what we found? Yik Yak and Snapchat coexist because they’re different in the minds of users. But so far, it looks like users are picking one network or the other. We found that 57% of users picked Periscope and 39% picked Meerkat. Only 4% of users overlapped, indicating that in the minds of users they’re directly competitive.

Conclusion

Although a cursory look at Meerkat and Periscope usage may imply that the 2 apps are running close, a deeper look at usage data shows something different. Looking at the user base of each platform shows that Periscope has been able to leverage Twitter’s might in finding broader distribution and engaging a much larger number of influencers. But Periscope isn’t winning just because of Twitter’s support. Twitter’s support might help Periscope get on people’s radar, but only a truly good app would be able to drive repeat engagement. It’s the last chart above that proves to be most important — people are trying both platforms, but they’re returning to Periscope at a much higher rate. This engagement and repeat usage may help Periscope win in the long run. Once again, if you’re interested, here are our real-time trackers for Meerkat and Periscope. Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram.

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Facebook API Changes And Access To Data

Saif Ajani — Thu, 02 Apr 2015 19:55:43 +0000

As users know, Facebook’s API has provided limited access to their data. In most cases, majority of posts aren’t returned to trackers. This issue has affected all social analytics tools that use V1.0 of the API.

However, on April 30, 2015, Facebook is going to remove access to this functionality altogether, as they move everyone from V1.0 to V2.0 of their API. Facebook has not provided a direct replacement for this functionality.

Unfortunately, this means that starting April 30, 2015, no search data from Facebook will be available in trackers. Keyhole will continue to provide full data from Twitter and Instagram.

We’re sorry for any inconvenience this may cause, and please email us if you have any questions.

Thanks,
Saif

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Will Meerkat Die? Maybe Yes. Arguably No.

Saif Ajani — Thu, 26 Mar 2015 19:59:14 +0000

The question Will Meerkat Die? invites a robust analysis, but it’s too early to say. It’s going to be tough, for sure. But there are some parallels between Meerkat and Instagram. Instagram used the Twitter graph to grow. So when Twitter stopped showing their images in-stream, there were rumours on death of Instagram. But look where they are now! Ultimately, Instagram succeeded because it turned into an independent network with high social engagement instead of a photo storage site that relied on others for traffic. Meerkat and Instagram both have/had a heavy reliance on other people’s networks (OPN) for growth. But sounds like @benrbn is trying to get Meerkat to the same place as Instagram — an independent social network spawned through the Twitter graph but sustained because of internal engagement. Another example is Kik, which launched and had initial growth through a similar OPN model before BlackBerry cut them off. But the growth and engagement hasn’t slowed. Does Meerkat have a tougher go because Periscope and Twitter are married? Yes. Does it have a chance to succeed anyway? Absolutely. Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram.

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