Be In The Know Blog

All About Instagram Stories

Posted by Ginger Gatewood on February 20, 2019 at 2:15 PM

If you're an avid Instagram user, you've definitely noticed the Instagram Stories feature at the top of your newsfeed whenever you open the app. This feature allows users to share multiple moments from their lives via a slideshow format that includes photo and/or video content. The birth of Instagram Stories came from the popularity of user’s wanting to share moments, but not necessarily wanting to share them forever. Poof! They disappear after 24 hours. This is clearly a big shift in consumer behavior and a big opportunity for brands. With 500 million+ accounts using Instagram Stories every day, adding this feature to your digital marketing strategy is a no-brainer.  

Business Sense + Instagram Stories

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Topics: digital advertising, social media, visual content, social media images, branding

How to Find the Right Brand Tone in Three Steps

Posted by Allie Farnen on January 23, 2019 at 9:36 AM

Today, your brand tone doesn't need to follow a strict set of rules. Companies are allowed to have fun with their messaging; precise targeting on social and paid channels means you don't need to appeal to everyone.

Plus, people expect more of a human feel from brands in the digital age. As HubSpot noted, the emotions an ad evokes in viewers can be more influential on purchase intent than the ad content. Some of the most successful advertisers excel at appealing to emotion, whether through humor, utility, beauty or inspirational messages.

Determining the right voice for your brand can be tricky, though, especially if you want to be funny or irreverent. There's a fine line between striking a relatable chord with your audience and alienating them with tone deafness.

Here are some steps that can help you hit the right note with your branding.

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Topics: Social Media Marketing, Content Marketing, social media, branding

Why Is Brand Consistency Important? How to Manage Messaging Across Multiple Locations

Posted by Ashley Williams on December 31, 2018 at 10:04 AM

When marketers are managing ad copy for a large brand with multiple locations, it can be a challenge to keep the messaging consistent.

Companies want tailored, local ads for each region they serve to speak to the differences in audiences (or products) between locations. At the same time, companies also want to preserve brand consistency.

So, can tailored strategies and cohesiveness coexist? And why is brand consistency important to your boss? The answers are yes, and it's complicated. In this post, we'll dive into how brand managers can implement a targeted approach within brand guidelines, while keeping corporate happy.

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Topics: brand guidelines, multi-location advertising, branding

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