There are three main phases between the moment a potential client encounters your product and decide to purchase it:

1. Visibility
2. Product consideration
3. Conversion

During each step, up to 35 points of contact can gain the consumer’s interest (depending on your industry). Notably, the consumer can do a simple Google search, go to a store to try the product, ask their friends their opinion on the product, navigate social networks to see what influencers think about the product, and so on.

As a brand manager, you must create an appealing story to insert your brand into this complex path to purchase. The idea is to create content that tells your story through words, images, or videos.

Once the concept is clear, you can add a second layer to your strategy: optimization. With giants like Facebook and Instagram, it is essential to understand the algorithms that govern these networks and stay current on their updates.

We must simultaneously try to understand how Facebook and Instagram differentiate from one another, keeping in mind how consumers use them individually. These two perimeters allow you to choose the right content to publish, where to publish it and when and what kind of content you should prioritize.

We know Instagram and Facebook prefer those who use new features. For example, someone who creates content on IGTV (Instagram TV),  as opposed to someone who posts a photo on Instagram, will have higher visibility and a level of engagement, as Instagram wants to promote its new service — IGTV.

Also, from a consumer point of view, a video is more engaging and captivating than a static image, as we can access more information through video. Let your personality shine!

You can always write to us to discuss or ask questions.