What role will AI have for Digital Marketing in 2020?

Being a digital marketeres in 2020. it is crucial to be attentive to the trends and technologies which can affect digital advertising and marketing. A well-known saying is “time flies,” and this is equally applicable to consumer interests. These interests are constantly changing and are getting harder to understand inherently. Previously, voice search optimization, artificial intelligence, virtual reality, and machine learning were considered new but not yet impactful technologies. Today, these technologies are at the top of the priority list of marketers.

So, how artificial intelligence (AI) is going to affect digital marketing in 2020?

AI with Voice Search Domination

Conversational AI does it all! Voice search and digital assistants are two sub-areas of AI. Google uses machine learning, where the engine uses pattern detection and other methodologies to teach itself and generate the best possible search result, getting better every time based on new information. Machine learning is what’s behind conversational AI. It makes search engines more intelligent and powerful, too. That’s the reason why we are seeing ads about the things which we just said or talked about but haven’t actually searched for yet.

So, now is the time to optimize your campaigns for voice search. You can start with basic SEO by targeting long-tail keywords, optimizing Google My Business, and adding a FAQ page to your website. Assemble your content as query-based (Who/What/Why/Where/How) and see how your performance changes.

AI with Data Analysis Domination

As human beings, our decisions are not always based on logic. The decision-making process combines intuition, emotion, trust, culture, and inner soul satisfaction. All of these play an important role when we make any decision or make a purchase. AI is smart and it has the ability to identify these key emotions and collectively generate effective insights for the potential buyers. Without AI, if we have a look into our data, we’d find rows after rows of complex data with customer and product details which lead us to exactly nowhere when it comes to predicting a customer’s buying journey or their interest.

How could AI’s data analysis be applied to marketing? As one example, AI can recommend the best time to send your next newsletter by analyzing conversion rates and clicks from an email marketing campaign. With AI, you can get more precise and analyzed data which helps you increase your conversion rate, which will translate into more leads and sales.

AI with Content Creation Domination

By adopting AI, marketers can satisfy the emerging content need and ensure targeted delivery. You can generate a stock update or a sports/event news easily with AI. In fact, we are already reading content written with AI, probably without noticing it. Companies such as Yahoo and Fox have been using it for quite some time, now. Creating quality content is difficult and time-consuming. But, AI can be trained to deliver engaging, personalized content that is optimized for conversion.

AI personalization

As a marketer, it is not feasible to manually personalize your content for each customer. Artificial intelligence will be a saviour in this case. You can try (if you want to test). Also, consider how AI chatbots are handling customer relationships these days. Chatbots are getting smarter and carry out quasi-conversations with potential customers to deliver real-time solutions.

AI bot

AI with Modern Advertising Domination

As we have seen earlier in this article, data analysis and customer relationships are growing together and improving day by day. These factors together affect today’s digital advertising. AI is capable of reading huge sets of data about consumer interaction and uses this analysis to create meaningful insights to optimize campaigns. The advertisers also have more control over campaign features and how it runs on the network. Artificial intelligence can also apply to ad creation. It is already in use on some of the social platforms and other third-party tools are actually using two appreciable AI-powered technologies – natural language generation (NLG) and natural language processing (NLP). For example – Socialbakers, which is an AI-driven influencer marketing & social media management platform.


So, at last, we can say, the domination of artificial intelligence is a blessing for marketers. You can gain a deeper knowledge of your consumers, deliver personalized content, and benefit from AI-powered algorithms. Isn’t this exciting? Artificial intelligence is becoming ingrained in our digital marketing world and we should be ready to implement it in all ways in order to get the benefits. This fine domination of artificial intelligence into digital marketing will help consumers have a better experience and give your business a boost it needs to succeed. So, get ready to have a satisfied customer base with this advanced trending technology – artificial intelligence. All you need to do is ask yourself, “what are my needs?” and AI will do the rest. In brief, we can say that artificial intelligence is the new face of efficiency, productivity, and profitability.



Why Hyper-Personalization is Key for Marketers in 2020?

In the words of Malcolm Gladwell, marketers in 2020 have finally reached the ‘tipping point’ where scalable hyper-personalization of marketing activities is not only possible, but is rapidly becoming a requirement in order to stay up with evolving consumer trends.

The shift to more towards personalized, targeted shopping experiences is largely due to the advancements in marketing technology, with elements of machine learning, artificial intelligence and biometric identification all becoming more integrated with one another in order to deliver customized promotional opportunities.

An example of this can be found at the Westfield shopping complex in Shepherd’s Bush, London – the complex now has cameras in and around the mall which use facial recognition technology to determine the age, sex, and even the mood of the shoppers as they move through the buildings. Based on what the system learns, it can then display different ads on the various digital billboards around the mall in order to maximize consumer response.

In today’s digital era, with the advent of such engagement technologies, we are now at a stage where account-based marketing (ABM) and personalization have become more practical and scalable than ever before. With automation and machine learning tools working in tandem, even a small company can run a comprehensive ABM operation, serving the largest possible clients.

As a digital B2B and B2C marketeers, we find this very interesting, and we have been pondering how these same types of technologies and ideas can be used to hyper-personalize digital marketing communications using the combination of internet and mobile technologies.

For the past few years we’ve been entrenched in personalized email campaigns, cart abandonment email programs, Facebook custom audience ads, and other forms of personalized marketing strategies, but so many brands are running these same campaigns that they’re beginning to lose their luster.

Think about the recommendation engines that both Amazon and Netflix have built – these engines work so well that they’ve catapulted these companies ahead of the rest, because of the way in which they’re able to personalize your experience so well when you use these platforms. They know almost exactly what we want to buy or watch next, and can be so accurate that, at times, it feels like they’re reading my mind. That’s the type of hyper-personalized marketing that all companies need to aspire to, in some way.

Many companies are, indeed, improving their efforts on this front. A recent Gartner study revealed that companies which are investing in online personalization technology are outselling their counterparts by approximately 30%.

The buzzword for 2020 should be ‘hyper-personalization’ – the harnessing of all forms of data being used in unison across all marketing channels and customer journey stages. Embracing this approach is going to move customers from top of funnel awareness to post-purchase happiness in record time through higher and more effective engagement at every stage.

So what’s the recipe that B2B or B2C digital marketers need to follow to enable hyper-personalization?

There are three main ingredients to consider:


Engaging customers with hyper-personalized campaigns which customize their experience with your brand or organization. According to recent findings by the Epsilon Group, 80% of consumers are more likely to make a purchase when the brand offers a personalized experience. In this qualitative study, one of the respondents reported hyper-personalized campaigns drove 3-4x more engagement with the brand. A B2B respondent reported that full-funnel personalization has doubled its webinar and event registrations. ​The key here lies in collecting and analyzing consumer data at every turn, and investing the time and effort to understand the key trends.


This is the ingredient that B2B and B2C marketers need to borrow from Netflix and Amazon – it requires truly getting the right message to the right person at the right time, all the time. Many have spoken about this in the past, but we finally have the tools and knowledge available to do it properly, by using richer behavioral data and intent data to create messaging that hits each individual’s personal needs and pain points.


If the first two ingredients are added correctly, the third will naturally follow – trust. With so much competition in the online space, customers are going to choose the one that they trust the most – which is why reviews are now so important in every aspect of our process. Aside from customer reviews, good educational content is a prerequisite – companies need to invest in an education team that puts out how-to’s, instructionals and thought-leadership content, especially in video form. This type of content needs to be delivered to the customer based on their specific needs, intent, and funnel stage.
The key to making this recipe work is taking a data-driven approach that’s personalized for each account and each person at every touchpoint along the buyer’s journey.

If executed properly, it will result in higher engagement, more customers, a larger pipeline, and larger account wins.


Digital marketing predictions for 2020.

Top 10 digital marketing predictions for 2020

What are the changing consumer behaviours, new technologies, and industry trends that are set to disrupt marketing in 2020?
Google marketing and advertising leaders from across EMEA (Europe, the Middle East and Africa) share their digital marketing predictions to give you a competitive advantage at the start of this new decade in marketing.

Snackable video content

Martha Ivester Head of Ads Marketing, Google Norther Europe

My teenager’s latest goal is to become TikTok famous. The massive growth of video-sharing apps reveals new ways consumers engage with content — and the type of content that sticks. Raw. Clever. Creative. Snackable. But what are the implications for marketers when the user attention span is becoming ever-shorter?

A way forward is to reimagine storytelling in ads — using shorter formats, as well as machine learning to serve custom variations, that invite engagement and patch together a journey of discovery. Some brands, including Lego and Nike, have already used this successfully on YouTube, and 2020 will see a wave of ads exploring this new paradigm.

Voice assistants

Manuel Roman, Head od Consumer Marketing, Google Spain

Voice assistants will become a much bigger engagement touchpoint for customers next year. At the end of 2021 there will be more than 1.6 billion people who use voice assistants on a regular basis, and their interests will not only focus on asking for time or sending an email.

As consumers we move towards a conversational economy, one in which voice assistants at home will play an important role. By responding to the emotions and needs of customers at the time of interaction, brands will be able to create more instant and effortless experiences.

Digital marketing transformation

Julia Solovieva, Director Business Operations, EMEA Emerging Markets, Google Russia

Technology has changed our lives beyond recognition. What we used to expect from the most upper level services we now expect from any product or service. Digital marketing transformation is key to success today, and we expect it to become an even stronger trend in 2020.

Together with BCG, we have developed a digital maturity framework so companies can measure their current level of digital marketing maturity and put together a development plan. At the start of the year we piloted this framework with Raiffeisenbank in Russia. Elsewhere in the world, Samsonite applied it to their own model with success.

Inclusive marketing

Vincenzo Riili, Country Marketing Director, Google Italy

Today’s consumers want more than product information from brands. What they really demand is the brand’s perspective on topics that matter — and how they positively contribute. In 2020, a brand’s view on issues such as diversity and inclusion, climate change, and sustainability will become even more important.

For example, consumers expect to hear from diverse voices, and so we should consider identity, culture, and representation. Brands like Axe and Gillettehave already contributed to a global shift in mindset.

Mobile customer experience

Sencer Kutluğ, Head of Client Solutions & Analytics, Google Turkey

In 2020 consumers will also expect a frictionless experience on all channels, including mobile devices. However, conversion rates on mobile currently lag compared to those on desktop. Marketers that want to stay on top of the mobile trend can:

  • Invest in new technologies such as AMP & PWA
  • Tailor experiences to different consumer search behaviours
  • Pursue advanced measurement techniques to better map the consumer journey
  • Utilise automated bidding to maximise the value of campaign bids

Brand transparency

Marion Bernard, Head of Ads Marketing, Google France

A majority (60%) of Generation Z — those born between 1995-2005 — say they want to change the world. And this new generation has all the tools to learn about the brands they engage with. In France, one in six people use Yuka, a barcode scanning app assessing the health benefits of products. In luxury fashion, Good On You classifies brands by their ethics.

Consumers do not care if 77% of brands disappeared. So for brands it can be a competitive differentiator in 2020 to be transparent about their role in society, and highlight where they plan to invest to become even better.

Personalisation at scale

Magda Kotlarczyk, Head of Sales, Google Poland

We’re approaching a new era where traditional marketing is reshaped by machine learning. Marketers are getting smarter about customer experience and personalisation at scale as machine learning can help understand customer journeys to increase engagement and add value at key moments.

By responsibly using this information, it can make marketing more personal, human, and omnichannel. The ability for machine learning to understand and adapt allows for extremely individual and relevant consumer engagement. Car manufacturer Škoda, for example, has successfully used this technology to personalise their video ads at scale.

Visualising Search

Gemma Howley, Searcg Lead, Google UKI

This year marked 20 years since the invention of Google Images (thanks to Versace, JLo, and that dress that ‘broke the internet’). Consumers are increasingly relying on images when searching for answers, deciding what services or products to buy, or even when seeking inspiration. So much so, that from 2016 to 2018 “image search” grew on mobile by over 60%.

Hitting the right combination of text and images can achieve tremendous results. In 2020 we’ll continue to experiment with visualising Search to help marketers and advertisers adapt and grow their campaigns in this visual era.

Data-driven marketing

Jannika Bock, Director Solutions, Google Central Europe

Marketers will turn more and more towards machine learning and automation to deliver business results. Whereas it was possible to achieve good results with rule-based marketing in the past, it is working less and less in today’s times. Consumers expect messages that cater to their personal needs.

Advertisers that use machine learning to activate their own data can more precisely control bidding strategies through predictive models. This enables a focus on the most valuable conversions for a better return on advertising spend and more revenue. Advanced advertisers such as Otto and Freenet are already applying this approach successfully.

Creative-led campaigns

Tarek Abdalla, Director of Marketing, Google MENA

Have you seen one of the world’s first ads developed for TV? It was a repurposed radio ad. History repeats itself when we see long TV ads edited down for online video. In reality, campaigns that are creative-led have a bigger chance to make an impact.

In 2020 there will be a stronger focus on creative-first strategies based on consumer insights. This approach allows for more flexibility and better measurement — and room for creativity. It can also be adapted to show relevant ads to the right people at the right time, with opportunities for beta testing and on-the-spot measurement. For creative inspiration, have a look at Nescafé Dolce Gusto’s video campaign.


Social media stats

2019 Top Social Media stats – check this fascinating numbers

Here some really interesting Social Media stats. You can use this information to help guide your marketing efforts, determine which social channels to focus on, and inform your social media strategy.


Facebook was founded by Mark Zuckerberg and launched in 2004. During creation, Facebook was only limited to Harvard students but was later available to everyone above 13 years old as long as you had a valid email address.

Now, after 15 years of existence, Facebook has become, by far, the largest social network in the world.

It has also become the most important social media site for marketers despite declining organic reach. Facebook marketing takes up a significant amount of digital ad spend in 2019.

And when it comes to social media statistics, Facebook tends to be the standard that all other networks are now compared to.

With that said, here are some of the most current Facebook Social Media stats:

  • As of June 2019, Facebook reports an estimated 2.4 billion Monthly Active Users.
  • Facebook also says it has 1.6 billion Daily Active Users.
  • 88% of Facebook’s user activity is from a mobile device.
  • The average amount of time a users spends on Facebook every day is 58 minutes.
  • There are over 300 million photos uploaded to Facebook every day.
  • On average, five Facebook accounts are created every second.
  • Approximately 30% of Facebook users are aged between 25 and 34 years.
  • Facebook video is still in high demand with approximately 8 billion video.

Most of these stats were found in Facebook’s quarterly reports and in Facebook Newsroom.


YouTube was created by Steve Chen, Chad Hurley and Jawed Karim (former PayPal employees) in 2005. It’s considered the 3rd most popular website worldwide.

As far as social networks go, it’s ranked number two.

After 14 years of existence, here’s a look a some mind-blowing YouTube statistics:

  • Currently YouTube has more than 1.9 billion logged-in visits every month.
  • 149 million people login to YouTube daily.
  • The average duration of a YouTube visit is 40 minutes.
  • Viewers are spending an average of 1 hour per day watching YouTube videos.
  • On average, 300 hours of video are uploaded every minute on YouTube.There are over five billion video views each day.

Many of these stats came straight from either the YouTube Blog or their Press page.


WhatsApp is an instant messaging application for smartphones that comes with an end to end encryption. It was founded by Jan Koum and Brian Acton in 2009 and later bought by Facebook in 2014.

While some may mistakenly leave it out of the social media statistics studies, it’s absolutely one of the social networking titans.

In the ten years since its inception it has achieved the following stats:

  • WhatsApp is estimated to have approximately 1.5 billion monthly active users.
  • There are now over 1 billion daily active users on WhatsApp.
  • On average, 1 million people register on WhatsApp daily.
  • Approximately 60 billion texts daily are sent.

Since WhatsApp doesn’t divulge any statistical data publicly that it could be found, all of these stats were found through third-party research.


Instagram was created Mike Krieger and Kevin Systrom in 2010. It was mainly meant to enable sharing of pictures and videos, both publicly and privately. It had been since acquired by Facebook in 2012.

After nine years of its existence, take a look at some of these fascinating Instagram statistics:

  • Instagram has over 1 billion monthly active users.
  • There are more than 600 million daily active users.
  • There are now 500 million daily Stories users.
  • Since its creation, more than 40 billion photos have been shared.
  • On average, 95 million photos are uploaded daily on Instagram.
  • There are approximately 4.2 billion likes per day.
  • Most Instagram users are between 18 to 29 years of age with 32% of Instagram users being college students.

Some of these statistics were found on the Instagram Press page while others were found through third-party demographic research.


Twitter was founded by Jack Dorsey, Biz Stone and Evan Williams in March of 2006. It was an experiment that quickly became a messaging addiction for many.

If you know how to use Twitter right, it can be a big contributor to your social media success.

What started as a simple way to post status updates via text message has become one of the most popular go-to sources for what’s happening in the world in real time. In Twitter’s own words:

[Twitter is] what’s happening in the world and what people are talking about right now.

In its 13 years of existence, here are some of the noteworthy Twitter social media stats:

  • Nowadays Twitter has more than 330 million monthly active users.
  • There are 134 million daily active users or at least that’s how many “monetizable” daily active users (mDAU) according to Twitter.
  • Of their monthly active users, 68 million MAU are form the United States.
  • The number of mDAU from the US is 26 million.
  • Close to 460,000 new twitter accounts are registered every day.
  • Twitter users are posting 140 million tweets daily which adds up to a billion tweets in a week.
  • Each twitter user has on average 208 followers.
  • 550 million accounts are reported to have at least sent a tweet.

These stats were found in Twitter earnings reports mostly from recent Twitter Q1 2019 Earnings Report.


LinkedIn is a professional networking service that was founded in 2002 but later launched in 2003.

It is officially the oldest social network on this list.

And although it is the oldest, it’s definitely struggled to grow its user base over the years. This is mostly due to the professional nature of the network.

It started as a place to simply keep your resume updated and didn’t really turn into a full-on social network until Facebook was well into its prime.

Since launching 16 years ago, it can boast the following user stats:

  • LinkedIn has over 560 million registered users.
  • It is estimated that LinkedIn has approximately 303 million monthly active users.
  • 5.3 million new accounts per month are created on LinkedIn.
  • There are over 30 million company pages.
  • The average visit duration is about 10 minutes.
  • Of all the users, 57% are male whereas 43% of the users are females.

LinkedIn has always been a bit cryptic in releasing usage social media stats, but a few of the above points can be found on their About page.


Instagram stories ads

How to Improve Your Results with Instagram Stories Ads?

If you advertise on Instagram then you probably wondered how to get better conversions on your Instagram Stories ads?

We will show you how in this article some tips and trick! Keep on reading!

Difference between Instagram Feed & Stories Ads

Instagram stories are treated as a separate placement unlike a static image or video that appears in the Instagram feed. The latest stories will have a highlighted circle around the profile thumbnail. If you tap the profile circle, Instagram will open a full-screen experience for the story. It can be a static image, but that is the worst choice you can make. More often it’s better to use one video or meow of them stitched together. Also, you can use a series of static images that rotate through. With Stories you have posibbility to add headlines, captions, and small graphics called Stickers.

Remeber, Stories don’t stay on your Instagram profile unless you save them as highlights.

Benefit of Stories Ads

Instagram story ads pop into the viewer’s experience. Users can’t avoid the ads as easily as when they’re scrolling through the feed.

Here are examples of Instagram feed ad and story ad:

Here’s an ad as it shows in the Instagram feed:

Instagram Stories Ads

Take a look at how the ad automatically renders in Stories:

Instagram Stories Ads

The differences are pretty notable. Please remember that your primary text will be placed into the story. So, if the text is long, it will look cramped and truncated in the Stories ad. This is very noticeable and usually, it tells us that the creative we’re seeing is the same creative running in all of the advertiser’s other placements.

Step 1: Creating a Separate Ad Set for Instagram Stories Ads

Try using a separate Ad set for Instagram Stories ads. This way you will isolate your creative tests, as well as allocate budget to optimise performance.

Usually, when you create an ad, Stories is checked by default.

Instagram Stories Ads

Let’s see what is the difference when you focus or you don’t focus on just the Instagram Stories placement when creating an ad. The setup and options will look the same in both cases until you pick your asset.

If you select the Video option in a default creative setup, here are the fields that you’ll see:

Instagram Stories Ads

But if you have an ad set where the only placement checked is the Instagram Stories placement, you’ll see different fields. Your text options are pared down to the Instagram ones, so the Headline and News Feed Link Description fields go away. And you get a checkbox for adding an interactive poll.

Instagram Stories Ads

Step 2: Customize Video Creative for Instagram Stories Ads

If you already have a video you want to use in your Stories ad placement, that is great. There are some wonderful built-in editing tools in Ads Manager. It can help you with your creative.

Once you select the video you want to run in your ad, click the Customize Video button to access these tools.

Instagram Stories Ads

Crop Video for Instagram Stories Ads

Landscape-oriented images and video will get squished in the story screen. This means if you are using them for Stories ads, you’ll end up with a lot of empty, unused space. If you don’t have a vertical version of the video, you can use the built-in cropping tool and try to fix it.

Instagram Stories Ads

When you preview the cropped video, pay attention to what you see because you’ll lose parts of the original video. Many cropped videos will still work just fine (and sometimes better) because the focal point is in the centre of the screen. However, make sure that parts weren’t cut out that might make the video confusing to users.

Use the Trim Tool to Tighten Up Slow Intros

The best thing is when you catch the attention of the user on the very beginning of the video. So, if your video has a long intro, try to remove unnecessary parts of the video with the Trim tool.

Instagram Stories Ads

Step 3: Use Templates – Single static photo is no good!

Single static photo in a Stories placement is not a good way to go! Why? Well, Stories is a motion-focused medium that relies on image changes to move the user experience along. That’s why!

If you have still image that is not vertical, you will loose engagement due to size.

Take a look what happens when you put a photo in landscape orientation into a story.

Instagram Stories Ads

Still images also feel unnatural when viewed in Stories. Staring at the photo and waiting for it to time out interrupts can be very annoying because IG Stories are supposed to be fast-paced user experience.

When you create a Stories ad the best thing would be to compile your images into a slideshow (video) or choosing one of Instagram’s video templates. Both approaches create a more dynamic user experience that feels native to the Stories placement.

Create a video

To create a video, start by uploading the images you want to work with and then click Use Templates in the Turn Your Image Into a Video section.

Instagram Stories Ads

Now you can use your imagination and try to be creative! In the Video Creation Kit window, you can find pre-made templates. These are eye-catching animations that you can drop your photos into and with text you can modify to call out your offers.

This option is particularly great if you have multiple images. You can assemble them into a user-friendly template and quickly start testing what is good for you.

If you don’t have multiple products or you have only one photo, no problem!! After you select a Vertical template, Facebook will take your small landscape image, cut off the sides, and zoom in on the middle with a slow pan.

Instagram Stories Ads

If you click the Customize button, you can modify these fields:

A headline, which appears in the middle by default
A text overlay that initially shows on the bottom (that’s usually where you place your call to action, like Shop Now)
Your chosen logo
For each line of text, you can choose from several fonts, text colors, and a background color that goes behind the text in a strip.

Instagram Stories Ads

Here’s an example of what it looks like if you modify the standard white font with transparent background.

Instagram Stories Ads

Be careful! If you have light-coloured photos, the default white text is going to be lost on the screen, and you may need to spend time finding colour combinations that look natural with the photo.

Step 4: Add Interactive Polls in Instagram Stories Ads and Improve Engagement

If you want to build a remarketing list of users who interacted with your Instagram ads adding an interactive poll to your Stories ads is a great way to go! Remember that the poll option is available only if your placement is only set to be Stories at the ad set level setup.

Instagram Stories Ads

When you set up the ad creative, click the Add an Interactive Poll option to reveal the options below.

Here’s what an interactive poll looks like. Users can tap one of the options to answer your question!

Instagram Stories Ads

Please be aware of:

– You can run a poll for videos or static images, but not if you animate a still photo.
– You can’t change the font colour for the poll. It’s always white. You can move the sticker placement or change its size, but it will change the font size and location to match.

While interactive polls can feel a little labour-intensive to set up, they’re a great way to interact with your customers,. You can find out their opinions on pretty much anything you can think of.

Would you try Instagram Stories ads?

Running Instagram Stories ads can feel a little overwhelming because there are a lot of options and combinations of creative to test.

If your spend isn’t that high, you won’t notice this as much, but the volume of ad availability for Stories isn’t (yet) what they have on the Instagram and Facebook feeds. For this reason, watch your ad frequency closely in case Facebook starts serving your Stories ads to the same users too often trying to hit your budget.

Remember, Stories creative needs to be changed out faster. This makes Stories a higher-demand creative placement in terms of the time you put into it since you’ll need to plan to iterate new creative every week or so.

Stories ads are perfect for showcasing your brand, personality, and offerings in a way that takes your user on a more unique journey than your typical ad.

Use it with confidence!

Instagram followers

How to use Ads to get real Instagram Followers?

Instagram is a great platform. After nine years, just look at this fascinating Instagram statistics:

Over 1 billion monthly active users
More than 600 million daily active users
500 million daily Stories users
Since launch, more than 40 billion photos have been shared
On average, 95 million photos are uploaded daily
Approximately 4.2 billion likes per day
Most Instagram users are between 18 to 29 years of age with 32% of Instagram users being college students

Instagram stats 2019.

So, you have to try really, really hard to bypass the Instagram these days!

Instagram has become an important communication channel for many companies and brands and many are just discovering Instagram.

So, if one of your goals is to gain more relevant Instagram followers what should you do?

Comparing to Facebook, it is much easier to build your own fan base on Facebook using Page like ads. Something like this you can not do for Instagram. There are no Page Follow ads (officially), but you can buy Instagram views.

There is a small workaround, detour, call it whatever you want but it works.

Get Instagram followers using ads

Ads on Instagram are being controlled from the Facebook Ads manager.

Instagram allows and allows users to direct ads to a website. So, the idea is that a website can also be your Instagram account.

You can do it in two steps:

  1. Create a new campaign with Traffic objective. On Ad set level you have options to choose where you want to drive traffic. Here you pick “website”. You’ll enter more details about the destination later. On Ad Set level you can set the budget (if you didn’t define it when creating your campaign) and define who you want to reach with your ads on Instagram. Create Ad with link to your Instagram profile page
  2. On Ad level insert your ad and for Destination choose “website” (it is already selected by default), so leave it that way. In Website URL enter the link to your Instagram profile page.

That’s it!

On Ad level, you can add UTM tags and be creative as you like so go for it!

Facebook targeting options available are awesome and you can use it for Instagram campaigns too.

Of course, you do not have to pay to get real Instagram followers. There are a few options you can use to expand your Instagram community without spending money.

Post attractive and high-quality content
Use appropriate hashtags
Follow other accounts that interest you
Join in the Conversation With Your Audience
Post new content regularly (Stories particularly)
Share your Instagram photos and videos on other social network

What to do on instagram to gain followers without spending money?

..and few other things…
We will talk about it in detail in the future on our blog.

For conclusion, let us be honest. Even the best content does not spread automatically by itself! (If we exclude viral content)

catalogs in the WhatsApp Business app

Small Businesses Product Catalogs for WhatsApp Business

Raise you hand who doesn’t use WhatsApp! :) (assuming you are not Chinese :) )
So, it is pretty obvious how this FB application is more than suitable for small businesses, especially now with this new functionality enabled – catalogs in the WhatsApp Business app! WhatsApp product catalogue is finally here!
Now It much more easier for businesses to present the products and services to their WhatsApp fans.

Catalogues are a mobile storefront for businesses to present and share their products or services so people can easily browse and discover something they would like to buy.
So far, businesses had to send product photos one at a time and repeatedly in order to provide information. With this new functionality now customers can see their full catalog right within WhatsApp.

This makes keeps customers engaged in the chat without having to visit a website and the other hand, business owners look more professional.

WhatsApp product catalogue
WhatsApp catalogue example

For each item in its catalog, a business can add information including price, description and product code. If you wonder where are the catalogues hosted, do not worry. WhatsApp hosts them in order to save valuable storage space on the phones of both customers and businesses.

It just takes a few steps to create a catalog with the WhatsApp Business app. Watch the instructions:

The catalog feature is available today to businesses using the WhatsApp Business app on both Android and iPhone in Brazil, Germany, India, Indonesia, Mexico, the UK and the US. It will be rolling out around the world soon.

Facebook audience overlap

Audience Overlap on Facebook and How To Avoid It

If you ever done some Facebook advertising then you probably heard about Audience overlap. It can affect your ability to reach your target audience and it can increase your ad spend.

Let’s dive in a little so we can answer questions like what audience overlap is, how to know if it is even happening in your account, and how to fix it.

Definition of audience overlap

Audience overlap happens when people in one audience also exists in a completely different audience. For example, think about having an audience of lookalikes at 1% and 2%. The people in 1% lookalike audience could and likely do also exist in 2% audience. Another example would be if if you have an audience of website visitors and an audience of add to carts. You are of course, fully aware that people in your add to cart audience also exist in your audience of website visitors.
People exist in two different audiences….and?

How audience overlap can not be a good thing?

The negative perspective to audience overlap is paying for the same users twice and ad fatigue. If you are showing ads to that 1% lookalike and that 2% lookalike on two separate ad sets, then people in your 1% lookalike may be seeing your ads twice. This can be problem if you are trying to reach the highest number of people possible given your current budget.

Overlap can also produce ad fatigue. Why? Well, if the same users keep seeing your ad over and over and over again they can start to ignore you or they become “blind” to it. To summarise, they become unresponsive to it. And that is the worst thing can happen.

Ad fatigue may annoy users so the result can be – first, they can end up hiding your ad or even worse, they can leaving negative comments.
So, because of audience overlap we are achieving less results for reach, conversions, link clicks, … so, we may end up unable to spend our entire budgets.

How to determine audience overlap?

Fortunately, it. Is very easy! FB offers this great tool. You can find it within the Audiences section of Facebook Business manager.

Go to the Audiences section of your Facebook Ads Manager. Select all the audiences you want to compare for overlap, go to the drop-down menu under Actions, and select Show Audience Overlap. Voila!

From here you will see a pop-up window listing all the audiences you have selected and some other metrics.
This view is comparing the top audience with the bottom audiences. Each audience shows the number of people that exist in both audiences.

It will also show the % overlap each audience has with the one at the top.

How to bypass Audience Overlap?

You must pay attention on how did you set up your ad sets. You must exactly know what audiences you are targeting and what audiences you are excluding. For example, if you want to show ads to to both audiences, Customer List Lookalike and Add To Cart Lookalike at the same time you need to exclude them from each other. This will prevent you to pay for users twice and will help prevent ad fatigue also.

overlap happens…

Audience overlap occurs if you do not pay attention and you do not think about how to proper set up audiences and ad sets.
This can harm your expected results. It is really simple to spot overlap and fix using the steps mentioned.

Happy non audience overlaping! :)

Holiday marketing

Holiday marketing – gain an advantage over the competition!

Social media is kicking a** right now! It is more noisy & competitive than ever! The holidays offer a perfect opportunity to step up and gain an advantage over competition.

It Is all about people’s emotions! During the holidays users are actively engaged with a combination of excitement and nostalgia. If you can exploit this, then you can often multiply the effectiveness of your social media efforts.

Most people doesn’t take serious holiday marketing. Most of them will just make some clip art, offer a small promo discount, post it to Facebook, and that would be it. Afterwards, they’ll wonder why they didn’t get much results.

What is the key to success?

The key is to interact with your target audience on an emotional level and get your message in front of enough people. This will typically also require some amount of paid ads.

The beauty is that there are so many holidays that you have a year-long stream of opportunities. Some holidays may be better suited for certain industries, but creative marketers in any industry should be able to leverage just about any holiday.

We will outline several tactics you can use in your own social media marketing for the holidays, along with a number of specific examples of some of the content you might consider creating.

Remember, these examples aren’t meant as a blueprint, but more of a spark to get your creativity flowing so you can come up with specific holiday-themed content that’s relevant to your business.

Refresh your profile with a festive atmosphere

This is the first and most obvious component of social media marketing for the holidays and it takes the least effort.

Simply update your cover photo and profile picture to reflect the holiday.

For your cover photo, this might mean replacing your normal photo with one of your staff wearing Halloween costumes in front of your building or maybe throwing candy from a Christmas float. Or you might just use a holiday-themed graphic.

How you handle your profile picture might depend on whether it’s a headshot or a logo.

For example, if we’re talking about a headshot, you might put on a Santa hat or reindeer antlers. If we’re talking about a logo you might superimpose falling snow over your logo or drop some candy canes or holly in the corner of the image.

On some platforms, you might even use holiday-themed background colors in some of your posts leading up to a holiday. You could even include holiday-themed static images or animated GIFs in your posts.

Be Like Santa Claus

Holiday marketing

Everyone loves getting gifts. Well, maybe except for those people with warrants who got lured into an arrest by police under the guise of a free prize. But pretty much everyone else does.

This can make gift-giving a powerful way to generate exposure through social media. Some holidays may be better suited for this, such as Christmas or Valentine’s Day.

But it can work for most holidays. And the beauty of this approach is that it’s exactly the kind of thing that can get a lot of people talking about it and your company on social media.

Now when we talk about giving a gift, it’s important to point out that it doesn’t necessarily have to be expensive, but it does need to have some real value.

We’ll give you an example of what not to do.

We worked with a photographer several years ago who sent us a Christmas “gift” that consisted of a cheap Christmas card with a note handwritten on the inside that said: “I wanted to thank you for being a customer. As a Christmas gift to you, I’d like to offer you a 10% discount on any new photography projects between now and the end of the year.”

That’s not a gift.

It’s a promotion. And not a very impressive one at that.

If you’re going to give a gift, give an actual gift with no strings attached. And that gift should be of sufficient value, relative to the price point of your products or services, but it doesn’t need to be related to your business.

For example, you might send out a fancy box of Christmas chocolates to their top customers. In a tight-knit and tech-savvy industry like ours, many of the recipients of a gift like this would immediately hop on social media to post about their amazing gift, and they would usually tag the company that sent it.

Some may and some won’t, but you should never ask anyone to post about their gift because that will make the gift seem insincere. They’ll probably question your motives in giving it to them, and may even question how much you really value them as a customer.

The keys to giving the kind of gifts that are more likely to get people talking on social media are to:

  • Give something of sufficient value. (When in doubt, more is better.)
  • If possible, tailor the gift to their personality and interests.
  • Don’t ask them to post about it on social media. Not even subtly.

Holiday-Themed Content

Holiday marketing

There are a virtually unlimited number of topics you can come up with to help promote your business around a particular holiday.

There are two paths you can take here:

  • Publish long-form content on your blog and then share it on social media.
  • Publish short-form content only on social media.

So what kind of content is going to get people talking and encourage them to share it?

Long-Form Content

While this content probably won’t drive traffic from an organic search perspective in the short term, it can start to drive traffic from a social perspective immediately.

This is because it’s exactly the type of content people are likely to share while a particular holiday is at the front of their mind.


  • The best horror movies. You could further refine this by creating a separate post for the scariest, funniest, or kid-friendly horror movies.
  • A comprehensive list of local Halloween events.
  • The origin of various Halloween traditions.
  • Halloween decorating ideas.
  • Top horror movie villains.
  • A list of Halloween treats for kids with food sensitivities.
  • Scary short stories from local authors.


  • The best Christmas movies. You could further refine this by creating a separate post for kids, teen, and general Christmas movies.
  • A list of gift ideas for a particular type of person (digital marketers, journalists, construction workers, Marines, etc.)
  • Stories shared from people about their worst or best Christmas memories.
  • A comprehensive list of local Christmas events.
  • The origin of various Christmas traditions.
  • Christmas decorating ideas.
  • A list of bargain, luxury, or gag Christmas gifts.

Valentine’s Day

  • The best (or worst) Valentine or romantic movies.
  • A list of gift ideas based on how long you’ve been in a relationship.
  • Stories shared from people about their worst or best Valentine’s Day.
  • A list of local romantic restaurants.
  • A list of bargain, luxury, or gag Valentine gifts.

Short-Form Content

Polls, questions, and funny memes rule here. The idea is to generate quick engagement in the form of comments and shares.

This is a starting point, but to get significant traction, you’ll need to find a way to connect holiday-themed topics to your business and/or industry.


  • A poll of the best (or worst) horror villains.
  • Ask people to share their scariest Halloween experience.
  • A poll of the best (or worst) candies.
  • Ask people to comment on the plot holes in popular horror movies.
  • A poll on trick or treating vs going to a Halloween party.


  • A poll of the best (or worst) Christmas movies. Bonus points if you can get people debating whether Die Hard is a Christmas movie or an action movie.
  • Ask people to explain their theory of the science behind how Santa travels around the world, flies, carries all those toys, and gets in and out of homes undetected.
  • A poll of people’s favorite Christmas food.
  • Ask people to comment on the best or worst gift they’ve received or given.
  • Ask people to share their best Christmas memory.

Valentine’s Day

  • A poll of the best (or worst) romantic movies.
  • Ask people to comment on the best or worst gift they’ve received or given.
  • Ask people to share their best Valentine memory.
  • A poll on who they “love” most in your industry or what they love about your industry.
  • Ask people to share how they fell in love or how they knew their partner was “the one.”

Note: In cases where there are multiple options, each option should be its own post.

Create a Holiday-Inspired Hashtag

Hashtags can be a great way to get a lot of people talking about a particular topic while making it easy for everyone to find those conversations. All it takes, in some cases, is for a few people to use a particular hashtag in order for it to take off. The key is to make it powerful, funny, or timely, or ideally, a combination of those elements. Some ideas might include:





Valentine’s Day


Important note: Avoid tying politics in with your hashtags because that can go south really fast. It’s equally important to make sure the hashtag you want to use isn’t already in use. The baked goods company, Entenmanns, learned this the hard way when they jumped on the #NotGuilty hashtag a few years ago.


Facebook Ads

Creative options for Facebook ads

Facebook Ads are a great way to promote your business. When you create ads from your Page, you can use images, videos or a combination of both.
Look at the list below to see creative formats and what they look like.

Single image

A single image is a stand-alone image that appears on your ad. Use single images to offer a clean, simple format that features engaging imagery and text surrounding the image.


A video allows you to show off your product, service or business through moving visuals and sound. Use videos to grab people’s attention with motion, show what your business offers and bring your message to life.


A carousel lets you show two or more images and videos, headlines, links or calls to action in a single ad. Use a carousel to create a compelling visual story about your business that customers can click through.


A slideshow allows you to turn images into eye-catching animated ads that play like a video without the time and money that might be required to produce an actual video ad. You can use multiple images, videos, text and sound in your slideshow.

Four tips for great ad creative

Here are a few tips to help you choose the right ad creative.

Consider your budget

If your resources are limited, that’s OK. You can create great images and videos on your mobile device. Additionally, if you have creative that you’ve used for other projects, consider using that in your ads.

Use images and videos

If you have both images and videos, create different ads with each. Using different creative assets in your ads will help you learn what resonates best with your audience

Combine creative using Facebook’s tools

You can get creative with your images and videos when you create an ad on Facebook. For example, you can combine multiple images into a slideshow to create a video, or add multiple product images to a carousel so that people can click through them.

Use little to no text in your images or video thumbnails

We’ve found that ad images with less than 20% text perform better. Here is the link for Image Text Check.

Take a look at the table below to see which creative formats are available for each ad objective.

Check objectiveSingle imageVideoCarouselSlideshow
Boost a post
Promote a Page
Get More Leads
Get more website visitors
Promote your business locally
Promote Your [Call-to-Action Button]
Get More Website Purchases
Promote Your App