It Might Be Wise to Bundle Instagram and Twitter

Chris Marentis
Chris Marentis Founder, CEO, Surefire Social

Posted on August 21st 2014

It Might Be Wise to Bundle Instagram and Twitter

It’s no secret that local social media marketing strategy is constantly changing. Instead of continually worrying about nuances found in different scenarios, it is more important to actually understand the why’s and how’s of the different strategies. Increasingly, users routinely engage with more than one major social media networking site. Aside from the entire conglomerate of sites that technically are social media sites, including multiplayer online games (MMOs), chat rooms, blogs, and essentially any other venue where users can interact with one another, social media networking sites often go well paired together.

Why would a marketer put Instagram links on Twitter? They don’t perform well, and the entire act is generally seen as a waste of time, especially when brands want to connect with the smartphone-crazed crowd on Twitter. However, the two brands can be bundled to form a highly effective local social media marketing strategy. Note that integration does not have to be automated.

Even more important, bundling Instagram and Twitter can help give business owners and internet marketers more insight into how the platforms truly work. Anyone can tweet a picture or retweet a few sentences. However, the number of clicks on updated Twitter activity dashboards can be used as a crutch.

Actually Understand What Platforms Do and How They Work

Adding a URL for Instagram on Twitter can encourage user engagement, even if end users don’t click on the link. Simply having a link on a tweet can help get the right amount of user attention without being overwhelming.

Yes, there are more important things than measuring the number of times a clickable link was used.

This new genre of abstract social media marketing theory can benefit numerous campaigns. After all, links are part of the user experience. The platform is part of the user experience. The content that is behind the links and on the platform is just another part of the overall user experience. Is it possible that great content is often overlooked due to things that could be easily added like an Instagram link?

Knowing How Different Social Media Platforms Can Create Value for Brands

It’s relatively easy to follow the formula for basic user engagement. However, thinking outside the box and venturing into uncharted social media marketing territory aside from the content that is actually posted could be the answer to many national and local social media marketing quandaries. The first part of the equation is understanding how social media platforms work on an advanced level. The second part of the equation is understanding why any given target audience shows specific responses. It is important to have both pieces of the puzzle before trying to put them together.

The Biggest Social Media Marketing Pitfall Seen Today

Numerous social media marketing strategies fail for a simple reason. The people organizing them know how to use various platforms and tools, but they do not understand the platforms in-depth. Often, the best way to figure things out is to go beyond Twitter Analytics. Try adding a few Instagram links, and see what happens. In reality, guess and check will only go so far, so fast. Boost social media marketing by trying things that are unorthodox and seeing if they work. After all, adding Instagram links to tweets isn’t that outrageous in the grand scheme of things. 

Chris Marentis

Chris Marentis

Founder, CEO, Surefire Social

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL's Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.


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