——转自启程增长,南帆


01 基础认识
Instagram作为世界上最大的社交媒体之一,拥有超过十亿的用户,不仅具有比Facebook更高的互动率、品牌度,还可以和线上商店连接,为用户提供更好的服务。
Instagram是一款支持iOS、Windows Phone、Android平台的轻量级App,允许用户在任何环境下抓拍下自己的生活记忆,一键分享至Instagram、Facebook、Twitter、Flickr、Tumblr、foursquare或者新浪微博平台上。Instagram名字源自于Instamatic,是柯达从1963年开始销售的一个相机的系列名。公司位于旧金山,由Kevin Systrom)和Mike Krieger联合创办,产品于2010年10月正式登录App store,随后用户迅速增长,上线仅一周就拥有10万注册用户。2012年9月被Facebook以7.15亿美元收购。要入局Instagram社媒平台,以下的数据需要知道。
1、10亿月活
Facebook28亿、TikTok10亿、Twitter3.53亿、Pinterest4.59亿。Instagram的互动率不仅超越了 Twitter、Pinterest 和 LinkedIn,比 Facebook 高出10倍。
2、5亿日活
30分钟日使用42亿/天赞次数2.5亿/天分享内容63%每天打开42%多次打开
3、人群
52% 女性72%青少年67%以上是34岁以下美国1.4亿用户71%美国用户在18-29岁
4、高收入
31%年收入超过7.5万32%年收入50k-74k32%年收入30k-49kIns用户收入比普通互联网用户收入高出25%
5、商业
71%以上美国企业经营Ins,其中96%是时尚产业50万个广告商1.3 亿人/月点击购物帖子50%用户在快拍中看到产品后选择购买69%营销费用用在了网红身上2亿/天用户访问商家主页70%用户在平台搜索商品90%的Ins用户至少关注一家企业账户1.5亿/月用户通过DM与商家展开对话,其中三分之一从Instagram快拍发起
02 名词合集
大家知道yyds、dbq、nsdd、xswl等词是什么意思吗?这些短语在00后交流中经常用到,聊着聊着就来一个短语,不懂的话就尴尬了。玩Ins也一样,平台上有一堆的缩写短语,包括术语、俚语等,了解熟悉后,在写文案、看帖子时才能游刃有余。
1、CTA:call to action
号召行动,我们发帖是为了涨粉、用户下单,在文案、素材等处加入一些号召性的语句,让用户采取行动。
2、DM、PM
DM是direct message的缩写,PM是private message的缩写。意思都是发送信息,PM常见于推特,DM常见于Ins,最长见的就是“DM me!” 。
3、Hashtag标签
Ins上有各种标签,一般会出现在该贴文的内容最下方或第一则留言当中,起初是用来区别关键字的,后来演变成凝聚社群的一种方式。
4、Tag
有名词和动词的区别。名词意思是标签,动词意思是“加标签”、“标记”的意思。
5、Shoutouts
举个例子,A账户发了条帖子,在文案中让大家快去关注B账户,本质上是一个用户在自己的Ins账户上推广另一个用户,是最常见的Ins广告促销形式。
6、Slang俚语
YYDS在国内网络指代永远的神,在Ins上,老外玩起俚语也非常溜。L4L:Like for like,你点赞我的帖子我也点赞你F4F:Follow for follow,你关注我我也关注你AMA:Ask Me Anything,问我任何问题CSL:Can’t Stop Laughing,忍不住的笑FBF:Flashback Friday,在周五分享照片TBT:Throwback Thursday,在周二分享照片YOLO:You Only Live Once,生命只有一次S4S:shout out for shout,你分享我的帖子我分享你的OOTD:Outfit of the day,今天穿什么DM:direct message,给我发私信KIK:Kik Me,一款社交软件,可以通过查找该标签,找到受众添加好友,建立私域流量。
7、Post
帖子Post于 2010 年推出,可以发布照片和视频,发布后每个帖子只占据屏幕的一小部分,不会全屏展示,而且会永久保存在帐户中(除非删除)。一个帖子的照片和视频总数不能超过10个,视频时长最多60秒。
8、Story
快拍Story于2016 年推出,可以发布照片和视频,采用全屏格式展示,一个快拍中可以同时发布4个视频,发布后会在 24 小时后消失,观众无法公开点赞和评论,比Post更受欢迎。
9、IGTV
IGTV创建于2018年,可以发布最长60分钟的垂直格式长视频,对标YouTube,有着很强的营销功能属性。
10、Feed
Instagram Feed是Instagram动态,又称信息流,好比如刷抖音时系统推荐视频的页面。Instagram Feed会推送你关注账号的内容和系统觉得你可能会喜欢的内容,系统认为你最关注的账号和喜欢的内容会在顶部显示。
11、Reels
Reels俗称Instagram卷轴,2021年6月向全球范围内推出。可以看做是TikTok的翻版,视频时长最多60秒,仅限移动端使用,一推出就受到用户的推崇。很多人刚下载安装Ins可以看到Reels功能键等,也可以发布Reels,一两天甚至是一 儿就消失不见,没辙,因为Reels对环境要求极高,就算再拔卡、语言位置设置都无法让Reels稳定使用。
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