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instagram

Instagram Stories: New feature launched today

In this post, Social Media Officer, Alice Hajek, talks about the introduction of Instagram’s new feature – Instagram Stories and what it means for Macmillan.

Today, Instagram launched a new feature ‘Instagram Stories’, in an attempt to fill the platform with less polished, more real time content. Very similar in name (well, pretty much the same name) to Snapchat’s My Story function, the new feature allows you to share photos of your day that you may not have published to your Instagram profile ordinarily. These photos, just like Snapchat, will disappear within 24 hours. You can also use their drawing tools and emojis to enhance your photos (like Snapchat).

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Snapchat logo with QR code background

Get snap-happy

If you’ve had the pleasure of seeing a dog-face or rainbow vomit lens and felt scared, confused, or indeed delighted, you have Snapchat to thank for that. Social Media Officer, Hayley Devlin explains the who, what, and why of Snapchat - the five-year-old chat app that’s surprised everyone.

Snapchat is having its moment in the sun. Since launching in 2011 the platform has grown rapidly and is hailed as the go to app for teens and millennials. In 2015 Snapchat’s estimated project revenue was $50 million and its creators turned down an offer of $3 billion from Facebook. Not bad for disappearing images.

But why? What is it is about Snapchat that’s taken it from faddy-app to social media powerhouse? And why is it that ‘old’ people just can’t seem to get on board? (As of March 2015 over 71% of all Snapchat users were under the age of 34).
On a personal level, Snapchat is great fun and is a growing platform; in 2015 it had 100 million daily active users. It’s a platform that businesses and organisations simply can’t choose to ignore.
Snapchat is like being the star of your own reality TV show. To me, that’s why so many teens and millennials can’t seem to put it down. Thanks to the ‘My Story’ function, we’ve been able to film our lives in 10 second clips and pictures and leave them for all our friends to see for 24 hours. Snapchat gives users the chance to share intimate/funny/personal moments with the people they care about in a way that feels more personal and private than Facebook or Instagram.
Snapchat is creative. The ‘draw’ feature (the pencil icon that appears in the top right corner when once you’ve taken a picture) allows users to turn their pictures into works of art and ‘face swap’ has turned into a craze. If you haven’t had a play with the face filters yet, I’d highly recommend entertaining yourself for 15 minutes or so. Simply switch to your front facing camera, hold a finger on your face until Snapchat recognises it and swipe through the filters you want.

The real, and new found, power of Snapchat comes when you step away from the personal and begin harnessing it to reach a much wider audience. Some of the biggest players in online news and entertainment produce content for Snapchat’s ‘Discover’ channel on a daily basis. Celebrities such as Chris Pratt, the Kardashian-Jenner clan and DJ Khaled (king of Snapchat) are using the platform to deliver self produced content straight to their fans. Football teams and brands are also on board with the likes of Manchester City, FC Barcelona, Selfridges, Nike and McDonalds all creating content to add to their ‘Stories’ on daily basis. You can even follow the White House.
It’s also being used for good. In India, Rajshekar Patil, Avani Parekh and Nida Sheriff are using the app in a way that allows young people in abusive relationships to reach out to them and get help they wanted to create a helpline that young people would feel safe enough to use. To add them and see for yourselves just search for ‘lovedoctordotin’ on the app.

In February, Snapchat released it’s ‘On Demand Geofilters’ and opened up another way to advertise on the platform. Geofilters are banners you can add to your pictures according to where you are. To access them you have to have allowed Snapchat location access and all major cities, landmarks and universities have them.The Shard with Snapchat Geofilter applied. Text reads, ' The City'.

These Geofilters are free and known as ‘Community Geofilters’. ‘On Demand Geofilters’ give brands the opportunity to pay for and create their own geofilters set to a location of their choosing. Individuals can do this on too, with Snapchat touting weddings as the perfect excuse for something so personalised. With prices starting from $5 they’ve made them affordable and accessible. The process is fairly simply, you design your geofilter, upload it to Snapchat, select the date and how long you’d like it to run, select the location, and send it off to Snapchat for approval or denial. If they deny, they’ll usually give you a reason why.

 It was a no brainer that Macmillan had to have Geofilters for the upcoming London Marathon, so I worked with the creative team to get a few designed. We’ve got four filters being used across the day, so if you happen to be at our cheer points in Monument, Embankment or Canary Wharf, be sure to snap and use our filter. There’s also one at the finish line. You can find them by taking a picture and then swiping left or right until you find ours.

Beyond the frivolous fun of Geofilters, Snapchat opens Macmillan up to a wider audience. It’s an opportunity to showcase our various challenge events and adds extra buzz to our fundraising events. It gives us the opportunity to run intimate Q&As with our experts that will remain on the platform for 24 hours at a time. We already know that our main demographic is women aged 35-55 and at a time where we’re trying to get younger audiences to care about our cause, Snapchat could be the key we need.

Snapchat how-tos

Find a Geofilter:

  1. Take a photo.
  2. Swipe right or left until you come across an image like the one above.
  3. Press the arrow in the bottom right corner, select who you’d like to send it to and send your snap.

Take a selfie with a filter:

  1. Switch to front facing camera by tapping the camera icon in the top right hand corner.
  2. Hold a finger on your face until Snapchat recognises it.
  3. Swipe through filters (rainbow vomit is my favourite).
  4. Press the circular button to take a picture or hold it down to film.
  5. Tap the arrow in the bottom right corner, select who you’d like to send you snap to and send it!

 

Three different Snapchat lenses - Aged, rainbow vomit, and scary.

Questions about this post? Leave us a comment below or tweet us @mac_digital. We’d love to hear from you!

Why I love Instagram (and why Macmillan should love it too)

In this listicle Macmillan Social Media Officer, Alice Hajek talks about why Instagram is her favourite social media network and the opportunities that #throwbackthursdays and #motivationalmonday posts can provide an organsation.

Instagram boasts 300 million active monthly users worldwide. Despite this rather large figure, it is a relatively new social platform for many brands. At Macmillan, we only got into the Instagram swing of things last April when our follower base stood at 3000 people. 10 months later, and with 12,000 new followers, we are starting to establish Instagram as an integral social media platform at Macmillan.

Here are five reasons why I love Instagram (and why Macmillan should love it too).

1. It’s pretty

I love how anyone can make average photographs look great. Of course, I don’t have this problem because all my photos are brilliant… Whether it is a photo of your spiralised courgetti, the sunset from your office (the number of times our digital and PR teams have grammed the sunset over Battersea Power Station must be in the thousands) or our fantastic fundraisers – it’s easy to make your pictures look good. What more could you want?

healthy food image macmillan fundraisers vauxhall sunset

2. Engagement is high

As Facebook cuts the reach of brand pages considerably, the amount of likes and comments on Macmillan’s Instagram posts can sometimes outperform those on our Facebook page. When you consider that Macmillan has 600,000+ likes on Facebook and 15,800 followers on Instagram, this shows just how strong the engagement is on Instagram and the high percentage of followers that we are reaching with our content. It highlights Instagram as a key social channel for Macmillan.

On my personal account, it’s all about the 11 like threshold. If the names of those who liked it are still visible (you need 11 likes to go from names to numbers) you might as well admit defeat and take the post down – #embarrassing.

10 likes vs. 11 likes

3. The younger audience

We have noticed that some of our followers are quite young. There are a lot of usernames full of kisses and ending in years of birth such as ‘04 and ‘05. We know this young audience is not really Macmillan’s target demographic but it is great that we are able to reach them this way. Are they taking in our messages in the 0.02 seconds it takes to double tap (like) a photo, who knows? But at least they know we exist.

However, this is the extreme end of the scale. From what we can see we’re reaching lots of people in their late teens, twenties and thirties as well as our usual Macmillan supporters. I must admit, the younger audience is definitely more useful for Macmillan than for me personally. It can be quite hard to contain my jealousy as my younger sister and cousins receive more likes than me…

4. Recent updates

We can now flick between different Instagram accounts without having to log in and out. YAY! This means it is a whole lot easier to go between my personal account and the Macmillan account, oh and the account my sister and I set up for our dog Angus over Christmas…

Instagram has also announced that we will soon be able to see how many times people have viewed our videos, which will be great for analysis and evaluations. Instagram are still behind Facebook and Twitter in terms of their analytic offering so we are quite excited about this update. They will be rolling the new feature out over the next couple of weeks.

5. Instagram content is the best (in my opinion)

There are lots of clichés on Instagram. Wanderlust photos, motivational quotes, throwback Thursday pics, dogs in fancy dress, cats in fancy dress, random items spread out on the most pristine white tables you’ve ever seen, but I love them all. And luckily lots of them can work for Macmillan.

We’ve shared a pug in a Macmillan t-shirt, motivational quotes from our case studies, throwback Thursday photos, minions up mountains, healthy recipes and cat coffee mornings, to name just a few. And there’s more we can do. We’re still experimenting with what works well but it is an exciting place to be right now.

pug minion quote

You can Follow Macmillan on Instagram here.