IG prep Flashcards
(30 cards)
What is IG’s 2025 Goal for creators?
Be the #1 platform for creators to 1) connect with audiences and 2) drive their biz goals
What do creators need to be successful?
They need to be able to 1) create - tell their story in a unique way 2) grow - grow an engaged & safe community and 3) monetize - get rewarded for their their time
What are the life stages of a creator? What are the definitions & their unique needs?
- Experimenting (1-10K) - Is what I create interesting to the audience? They need tools to create & break out.
- Aspiring (10 - 200K) - Help my content be seen by new people so I can grow. They need tools to create & grow.
- Emerging (200K - 1M) - Help my content be seen by my existing & new followers so that I can build a biz out of this full time. They still need to create (though a little less important to have these tools since they’ve likely found their groove) and they need support to grow and engage their audience. From a biz standpoint, they’re also needing to understand insights around their performance and how to monetize.
- Established (1M+) - Help me build a successful biz by leading my followers to take an action & help me find new ways to diversify my revenue and remain relevant. They care about engaging and protecting. From a biz standpoint, they do are about understanding their insights (“understand”) but care the MOST about monetization.
- Superstar (10M+) - help me nurture and activate my global fanbase.
Let’s dig into the concept of “understand.” What do creators need to know?
Three fold:
- How does our platform work, specifically our algorithm.
- Individual metrics: How is their content performing and what is resonating with their audience so they can adapt as needed
- Understanding our monetization system
EXECUTIVE SUMMARY:
What is overarching sentiment trend we’re observing across Instagram over the last quarter?
Based on our sentiment tracker, what specifically are we doing well? And define what each means.
Overarching trend we’re seeing is declining sentiment across IG. Users and creators over the last quarter.
- Satisfaction: Top rated in this category across all 4 creator segments. They are happy with how we help drive engagement and connection with audiences.
- Authenticity: How comfortable do you feel being yourself on IG.
According to the sentiment tracker, what are the biggest areas of opportunity?
- Well-Being: The feeling of being protected from negative experiences declines as followers increase
- Algorithm & Reach: Many creators blame the algorithm for reach challenges and site one issue is that they don’t know/aren’t educated effectively on how our algorithm works
- Monetization: Opportunity to better help creators achieve their financial/biz goals, especially across Experimenting and Aspiring creatives.
What is our hypothesis on well being?
Feeling of being protected from negative experiences declines as your follower base grows.
The larger your follower base is, the more challenges you’ll have/the more vulnerable you’ll be to negative experiences & other well-being issues. We have the opportunity to improve this issue. Specifically, this is the lowest rated across Established Creators.
Let’s compare Tik-Tok with IG for a moment. Where are we paling in comparison?
Around growth! Hear anecdotally from users that they are rewarded with higher engagement & views when they post more often (daily). This is not the same with IG. They ask that our algorithm is “kinder.”
What are some ideas for increasing sentiment?
- Increase monetization options for smaller accounts (experimenting + aspiring)
- Keep helping more Established Creators with reaching monetization goals and tools to make product recommendations to followers easier.
- Help with well-being, ESPECIALLY for Established Creators where this was the LOWEST field.
- Provide more INSIGHTS to audiences, especially Aspiring and Emerging audiences to help with GROWTH
Who are some creators that you love?
Aspiring:
- We Met at Acme (55.3K) - good at driving engagement via polls (strong understanding of her followers)
- Natalie Manuel Lee: IGTVs (she’s a host of her own show - Now with Natalie; 44K followers)
Emerging: Isaac Boots(316K)
Established:
Valeria Lipovetsky (1.5M; Reels, Lives, Stories, etc - 360 use of products);
Brene Brown (Lives)
YungBBQ - uses Reels (over 1M followers)
What is our 2021 Creator Strategy according to Natalie?
https://fb.workplace.com/photo?fbid=801602490710987&set=pcb.1574950442893372
To win with creators, we must unlock Aspiring and Emerging Creators on Instagram, while protecting our advantage with Established & Superstar Creators
COMPETITIVE CARD TK TOMORROW
TK - IG VS PINTEREST/YOUTUBE/TIKTOK
TikTok: Easier to grow & break - they are rewarded for consistent posting and feeling that the algorithm is more to their benefit
WHAT MONETIZATION PRODUCTS DO WE HAVE
ASK KASEY TO DEFINE AND ALSO WHY IS OUR BRANDED CONTENT MONETIZATION LACKING? HOW WOULD PARTNERS IMPROVE THIS?
- Branded content
- IG Live
- Affiliate shopping
- IG Shopping - TK
What is branded content?
Branded content is a creator or publisher’s content that features or is influenced by a business partner for an exchange of value.
What are different ways that creators can currently monetize on IG?
Branded content - ask Kasey if this is the same as Shopping from Creators? And how does this differ from affiliate? IG Shopping (can have their own merch) IGTV ads
Badges in Live: aka tips
Shopping from Creators: Can tag other brands (e.g. Revolve)
Questions for Andrea:
- Is there a particular creator segment that you think we need to hone in on the most?
- FB is a massive company - a million things you could have done with your background. What made you pick this team and what is the trajectory of it?
- What kind of experience or qualities are most important to you in the Creator Marketing Manager role? What types of qualities make you successful on this team
- Tell me about the team culture. What does success look like on the team?
- Tell me about your managing style!
- Who are your stakeholders? Which XFN teams do yo u work with the most?
- With iOS14 and now with Google making announcements
If she asks me what are my strengths:
- Biz Marketing Perspective: 5 yrs; have anchored work around customer centricity - leadings plans from ideation thru to execution to educate on our platform and drive product adoption and sentiment.
- Collaborative: Bring teams together, know when to enroll, built strong relationships to yield higher results (example of this most recently was working with the Watch Partnerships team)
- Strong integrated marketing generalist:
- Proactive: Can take a brief and really proactively solve for it - self starter (my strength is really establishing teams)
Why this role?
Bring fwd my strengths: integrated marketing, biz marketing perspective, audience centricity
Passions: want to work across partnerships and closer to creatives - this is my dream role within FB.
Area of priority and extreme growth for biz across both audience (creators) and commerce
Where do we lack on IG compared to the market?
- Beef up Monetization: Creators typically monetize more on IG than TikTok but we need to improve how we monetize brand content. Creators aren’t giving us credit for the monetization we drive thru BC (need checks to come from IG)
- Insights into how our algorithm works: this is stunting GROWTH. Which is where we’re lacking compared to competition. TikTok is CRUSHING us with growth marketing
TikTok’s monetization offerings?
- Creators Fund: Rewards ppl for good content
- Gifts in Live: Can cash in gifts from audience into money
- Creator Marketplace: Can get paired with brands
Where can IG improve?
Where should IG lead (vs just match)?
- Setting trends: Creators more likely to post where trends originate
- Break out/GROW!: we need to get up to speed on how to do short form video discovery as well as our competition
- Driving community engagement
- Looking after well-being (being a safe place)
- Monetization
- Create trends
What do we need to do to be the leader across monetization?
A market defining branded content strategy & role out a bundle of monetization options & a partner program
What are some verticals within the creator space?
Music; digital creators; sports; fashion; health/beauty; art/design
What is affiliate marketing?
An individual (“an affiliate”) can make a profit by promoting someone’s product. They get a percentage of the sale (e.g. we met at acme promote sakara).
Simply put, affiliate marketing involves referring a product or service by sharing it on a blog, social media platforms, or website. The affiliate earns a commission each time someone makes a purchase through the unique link associated with their recommendation
