Utilizing Creative Platforms
June 21, 2018

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Creative platforms, like Pinterest and Instagram, allow people, businesses and organizations to explore new and different ways to reaching audiences.

New in Digital is a blog series dedicated to highlighting digital news from across the web and explaining what those developments mean for organizations in the public affairs environment.

In the digital public affairs field, we often focus on traditional social media platforms that offer lots of power-user options to get the most bang for our marketing buck. But the more creative platforms, like Pinterest and Instagram, allow people, businesses and organizations to explore new and different ways to reaching audiences.

Is Pinterest being overlooked?

Often, Pinterest is overlooked by content creators. That’s probably a mistake. As of 2017, there were 175 million active users around the world and 75 billion ideas had been pinned in the platform. That’s a massive, largely untapped audience.

Some use Pinterest as an idea search engine, discovering different kinds of content and approaches to work and play. When creating Pinterest content, it’s important to optimize it for top search performance using SEO best practices, since that is how most people use the platform.

It’s a different mindset for creating and promoting content, but it’s worth a look if you want to reach a larger, more engaged audience.

Instagram video expansion

Instagram has become the go-to creative platform. It’s easy to use, has a large reach and is overall fun to use. Now the platform is making a play for YouTube’s audience and creators with the launch of IGTV, a standalone, mobile-first platform where videos can be up to an hour long.

Currently, Instagram users can post 60-second videos to their feeds and clips up to 15 seconds long to their stories, though live streaming currently has no limit. This change will put a strong emphasis on video and most likely unlock more ad dollars for Instagram.

Instagram’s algorithm

Users have long complained that their Instagram feed isn’t chronological, and it seems like that won’t be changing any time soon.

According to Instagram, they find that users spend more time on the app when “they’re presented with an algorithmic rather than a reverse chronological feed.” The company says that the algorithm allows users to see “90 percent of the posts from their close friends and family, while a reverse chronological feed would only show them about 50 percent of these posts.”

But how does this algorithm work? Three core factors determine what you see: interest, recency and relationship. It also incorporates additional components such as frequency, following and usage.

Creative platforms let businesses and companies create innovative content strategies. Putting Pinterest, Instagram and other fresh platforms into play can allow companies and organizations to connect with audiences that might normally be out of their reach.  

Stay tuned for more New in Digital posts.