Category: Video Marketing

4 Hacks to Boost Leads in Digital Marketing

4 Hacks to Boost Leads in Digital Marketing.

The best marketing doesn’t feel like marketing. Such a saying holds in today’s online setting. Modern consumers do not want brands to be too salesy and spammy. They want to avoid the noise of billions of social media posts uploaded daily.

According to a digital marketing speaker Hong Kong, digital marketing starts with search engines and social media platforms. It is finding a way for online consumers to discover brands, products, and services. Digital marketing strategies and trends are constantly changing. That is why marketers need to guard and maneuver based on the interests and preferences of their target audiences.

Let us take a look at 4 hacks to boost leads in digital marketing!

Embrace Video Marketing

A video marketing agency Hong Kong highlights the importance of video in digital marketing today. Embracing video marketing is the number one hack to boost leads. Research shows that videos account for 82% of consumer traffic. Explainer, how-to, product description videos don’t cost an arm and a leg. With a good camera and microphone or using a smartphone, brands and businesses can create powerful and professional videos. Viewers will be very much interested to sign up for subscriptions to be able to watch them. 

Whether it be Facebook, Instagram, YouTube, etc., a social media agency Hong Kong recommends optimizing your videos with relevant keywords. They increase the chance of getting more views from people looking for a solution to their pain points. Branded and live videos are popular trends in video marketing today. Live videos allow audiences to be part of the conversation making them interactive. At the same time, they get answers to their queries in real-time. By putting CTAs on branded and live videos, such a hack can boost leads from people who love to follow and watch you.

Optimize Local Searches

Google is the world’s largest search engine. Thus, it is the way ahead of the competition when it comes to online search. Google accounts for 94% of organic traffic and 96% of searches on mobile devices. If you rank on the first page of Google, then you have achieved success in digital marketing. 

Whether you are a large global brand or a small business, a great hack to boost leads is to optimize local searches. First, complete your Google My Business profile. It means putting a physical or branch address of your business. It also means posting your business hours and contact information like emails, phone numbers, etc. 

Optimizing local searches allows brands and businesses to know people who live nearby their location. They can be potential leads when offering flash sales or holiday discounts. They can also be prospects that can turn into regular customers. 

Ramp Up Your Email Strategy

Email is the oldest form of digital marketing. But with the rise of messaging apps and social media, the popularity of emailing decreases. But email is not yet dead. And it is not going anywhere just yet. A hack to boost leads in digital marketing is ramping up your email strategy. Among small businesses, email marketing yields the highest return on investment (ROI).

Modern consumers prefer personalized emails. Personalization majorly influences their buying decisions. A well-crafted email can engage audiences to visit a social media page or website. It can also educate them about a brand, product, or service to trigger making a purchase. Typically, marketers segment their email campaigns based on demographics and marketing seasons. It is one of the best ways to ramp up your email strategy through segmentation. 

The AIDA Strategy

Have you ever heard of or implemented the AIDA strategy? It means inspiring action through content creation. AIDA stands for:

  • Attention to let your online audiences know that you offer a potential solution to their problems.
  • Interest ensures that potential customers can access information about your brand or business as they show interest. 
  • Decision means selling your product as the only solution to the audience problem or highlighting the scarcity of its supply.
  • Action boils down to the customer deciding to buy your product or service.

Since 1898, the AIDA strategy is a good hack for all digital marketing channels. They can boost lead by grabbing the attention of online consumers. Once they get to check your social media page or website, create a sense of want. Appeal to their emotions by showing them that you can best solve their pain points. Then, bring a sense of urgency by highlighting a limited supply or a unique selling proposition (USP) to drive conversions. 


Rethinking the Customer’s Journey

Rethinking the Customer's Journey

Customers are the bloodline of every business. Building and maintaining a steady engagement with a community of customers can sustain a brand. A digital marketing speaker Hong Kong says that customer experience can give brands and businesses a competitive edge in a crowded market. Around 84% of people mention that a good customer experience is as important as the product and services of a business. In fact, one out of three consumers walk away from a brand after a bad experience. As such, rethinking the customer’s journey is very vital in a marketing strategy.

  • Are you attracting the right customers?
  • Are you making your clients happy?

If you want better marketing results, here are some ways to rethinking the customer’s journey!

Make the Customers Aware of Your Brand or Business

According to a social media agency Hong Kong that the first step to a customer’s journey is to make the customer aware of your brand or business. Get your business in front of people through organic posts and paid ads. Discover their pain points and discuss how you can solve them.

Give Customers a Reason to Like Your Business

Customers typically make snap judgments over a brand or business. Help them like your business easily by creating a mobile-optimized and user-friendly website. Most people access the Internet using their mobile devices. So, it is essential that the elements of your website should fit small screens. Make it easier for them to navigate the pages to easily find what they are looking for. Post content that is relevant to your target customer’s interests and preferences. Most importantly, make it easy for your customers to know the details of your products and services and what they can do to solve their pain points.

Display Your Social Proof

Social proof builds credibility and trust by tapping people’s instinct to follow other’s actions. They are a great way to show your customers that your brand or business can be trusted. Some examples of social proof that you can display on your social media pages and websites are customer reviews, industry awards, and influencer testimonials. User-generated content like enjoying or unboxing a product is also very helpful. A video marketing agency Hong Kong also suggests creating clips and stories about how things go behind the scene. They are an authentic way to touch the emotions of your customers. Video testimonials, on the other hand, help establish personal connections with others.

Convince Customers to Try Your Offer

This is called the “try stage.” It is the first point of influencing your customers to try your offerings.  A complimentary trial, free eBook, introductory discounts, product samplers, welcome code can do the trick. As target customers get the experience of your products and services, they are most likely to be converted as loyal followers. 

Sell to Your Customers

Once they become aware of your brand, products, and services, it is now time to sell to your customers. Make your customer’s journey convenient and easier by adopting different payment methods. If they are on Facebook, allow them to complete the purchase without leaving the app. Do this for every social media platform. Chatbots are a great way to answer customer queries once they are ready to buy your offer. They can connect to your customers by answering their common questions and offering customer support 24/7. To sell to your customers, don’t let them abandon their carts because of the inconvenience of checking out and making a payment.

Generate Repeat Business from Happy Customers

This is the stage of retaining happy customers in their buying journey.  Sending them updates from time to time allows them to discover more of your offerings. It may also be smart to offer bundle packages or promotional discounts to those who regularly purchase your products and services. A loyalty program may also encourage them to buy more. But don’t overdo it. Spamming a customer’s email or inbox may not produce good results. Keep it minimal as possible so as not to annoy them. Another great way to generate repeat business is to show your customers that you care. Sending them a birthday or holiday greeting can also make them feel a sense of importance and generate repeat business.

Seek Referrals from Happy Customers

Every brand or business needs a steady number of customers to sustain its operation. The more customers patronizing their products and services, the better. It can give them more potentials for growth. Seek referrals from your happy customers. Tap into the power of their positive experiences to encourage reviews and testimonials. Better yet, create an incentive program for happy customers to get bonuses and perks by bringing along friends to become a buyer and follower. 


  • Are you attracting the right customers?
  • Are you making your clients happy?

If you want better marketing results, follow these 7 steps in rethinking your customer’s journey!


Reasons Why You Should Market on Twitter


Twitter is a microblogging site that allows users to receive and set short messages called tweets. It ranks as the 3rd most popular social media app for 2021. Twitter has 206 million daily active users worldwide. It is a go-to site among the general public, policymakers, politicians, students.

The current character limit in a tweet is 280. Tweets have a super short lifespan. It is tough to keep up with tweets unless you are in the media or news. But this is how Twitter shines. It is a social network for people looking for news and trends. A social media agency Hong Kong notes that it is also the first point of contact where consumers need a quick response.

According to a digital marketing speaker Hong Kong, Twitter allows brands and businesses to reach a large number of audiences through tweets and retweets. As Twitter users follow other users, it also helps build relationships. This is by keeping people updated with the latest developments and instantly sharing them. Being a relatively informal tool, there are so many reasons why you should market on Twitter!


To date, Twitter has 353 million daily active users. Every second, there are 6,000 tweets sent. That is around 500 million tweets daily. A majority of Twitter users are active on mobile devices. Around 80% of people access the app through their smartphones.

Most members of the Twitter nation visit the site to get news. There are around 73.9% of them. It is because 83% of world leaders are very active in tweeting. In fact, the most followed Twitter account is that of former US President Barrack Obama, with more than 129 million followers. Another breaking record in the platform is the American political candidate. Caitlyn Jenner. She was the fastest to gain more than 1 million followers within 4 hours and 3 minutes. It is one reason why you should market on Twitter. Tweets can go viral and gather massive reach with the right KOL or influencer partner. 

Twitter is a powerful place for using hashtags. In 2020, the most frequently used hashtag is #COVID19. #BlackLivesMatter followed next in rank. Among small businesses, #ShopLocal was used in 162,591 tweets. These are pieces of evidence that the world uses Twitter to advocate digital marketing innovations and political changes. 

Did you know that the world’s top tweet was that of Japanese billionaire Yusaku Maezawa? He was the founder of Zozotown, Japan’s largest online mall. In January of 2019, he tweeted to offer 1 million yen to each 100 randomly selected Twitter users who will follow his account and retweet such a message. It garnered 4.1 million retweets. So, it may be a good idea to run promotions like this if a brand or business wants to gain more than a million reach. 


The largest number of Twitter users came from the United States and Japan respectively. 28.6% of Twitter’s user base comes from the United States. There are approximately 69.3 million Americans that use Twitter daily. Japan has 50.9 million Twitter users daily. It makes Twitter the number 1 social network in the land of the rising sun. Despite the app being blocked in China, Twitter still recorded 18,000 active Chinese users. 

The most active Twitter users are between 25 to 34 years old. They comprise 38.5% of the Twitter nation. When it comes to gender, males are more active on Twitter. They cover 61.6% of Twitter’s user base while females cover 38.4%. Yet, women have more potential to interact with Twitter brands. One reason why you should market on Twitter is that 67% of its user base are most likely to make a purchase on brands that they follow.


Here are some more reasons why you should market on Twitter. These best marketing practices can give you helpful insights to increase the interaction and visibility of your Tweets.

Twitter with 100 characters received a 17% higher captivation rate than longer tweets. So, the ideal length for a promotional tweet is between 70 to 100 characters. Putting images on a tweet gets 55% more leads as they are very eye-catching on vertical feeds. A video marketing agency Hong Kong reports that from 2019 to 2020, video views on Twitter increased by 76%. As such, videos boost retweets by 28%. 

Influencer outreach on Twitter serves as another advantage to visibility. Influencers using quotes related to a brand are 53% most likely to be retweeted. Tweets with hashtags can increase visibility by 100%. They also boost interaction by 16%. Brands and businesses typically use only one hashtag on a tweet. It is because tweets with a single hashtag are 69% more likely to be retweeted than those with more than one. 

Around 92% of brands and businesses tweet more than once per day. It aims to keep conversations ongoing within the Twitter profile. While 60% of consumers expect a response within an hour on Twitter, 76% of them will recommend a brand after a positive experience. 


3 Facebook Ads That Build Warm Audiences

Facebook Ads That Build Warm Audiences

Three years after it was launched, Facebook Ads was introduced for businesses. From there, the king of social media shifted from a simple communication platform into a strong advertising channel. In Q4 of 2020, Facebook ad revenue was $20.7 billion. It became the bread and butter for the social media network. Among other platforms, Facebook has the highest CTR and most ads. A social media agency Hong Kong says that the big challenge lies in what type of Facebook Ads should a brand or business choose for different campaigns. If you want to build warm audiences, here are Facebook Ads that you should use.


A digital marketing speaker Hong Kong defines Facebook Ads as advertising solutions for every level of expertise. They are exclusive promotions that appear on the marketplace, Messenger, news feeds, stories, etc. They come in different forms – carousels, images, links, slideshows, videos, and more. What is good about them is that brands and businesses can target specific audiences based on their age, activities, gender, location, usage, and other demographics or profile information. 

Creating a Facebook Ad is not like simply posting a Facebook update. You need to use Facebook Ads Manager to start a campaign. These are paid messages exclusively offered for Facebook businesses or pages. Anybody can post on a Facebook Page for free. But there is no guarantee on how broad and whose audiences will see it. With Facebook Ads, brands and businesses are paying to target audiences based on their buyer’s persona. The guarantee is that people who are most likely interested in an offer will see the ads on Facebook.


Warm Audiences on Facebook are people who have recently reacted to a brand or business. They can be people who have commented, liked, saved, or shared a post. They can also be people who have clicked a link, viewed a video, or visited a page. They may also be people who have found the brand or business through a Google search. Warm Audiences are also called retargeted audiences. Since they have shown an intent to engage with a brand or purchase a product or service, they are an ideal target group for conversion ads and campaigns. What brands and businesses may need is to educate warm audiences more on Facebook. As they get to know the benefits a brand can offer them, they are most likely to convert as customers.


  • Carousel Ads. Facebook Carousel Ads allow showing 3 to 10 CTA, headlines, images, links, or videos into a single ad unit. Facebook users who see such types of ads can either click the left and right arrows or swipe the cards to navigate the content of the ads. They can be an effective ad format in highlighting a specific product, showing steps on how to use it, or telling its story. When targeted to warm audiences, Facebook Carousel Ads drive 10x more traffic than other regular Facebook ads. This is because of the use of interactive cards. A warm audience gets to be more curious about what is behind these interactive cards. As they get to know the brand more, they also discover products and services that solve their pain point. So, they tend to explore them and eventually make a purchase.
  • Instant Experience Ads. Also called Canvass Ads, Facebook Instant Experience Ads are mobile-optimized promotions. They are designed for full-screen viewing using a mobile device. Mobile audiences can interact with them by exploring tagged products, swiping carousel ads, and viewing photos or videos. Instant Experience Ads can boost engagement among warm audiences through their interactive elements. The main benefit of such an ad type is that they load 15x faster than regular ads. They are also easy to create with a variety of templates available for use. The key to creating effective Instant Experience ads is to add a strong CTA and make them compelling and eye-catching. 
  • Video Ads. Around 500 million people watch videos on Facebook daily. While 15% of the overall content on Facebook is videos. Plus, they get 59% more clicks than images. A video marketing agency Hong Kong, Facebook video ads are the less impacted retargeting options after Apple’s privacy updates. They can build warm audiences by offering more video content that is easy to consume and memorable. The best video ad length for Facebook is short and sweet lasting for around 15 seconds or less. Warm audiences prefer live videos over pre-recorded ones. This is because they can get real-time answers to their queries. Statistics showed that they had a sixfold higher engagement rate. 


These three Facebook Ads for warm audiences can be great options for brands to boost conversion and engagement. Carousel Ads are interactive ways to highlight a featured offer and show off relevant ones. Instant Experience ads engage audiences who mostly use mobile devices to access the Facebook app. While Video Ads are now the best way to retarget warm audiences as they are less affected by privacy updates. Yet, it is also important to experiment with a variety of approaches. At Facebook, you can always try A/B testing to determine what works best.


How to Create Evergreen Content

Evergreen Content

Unlike other trees, “Evergreen” trees don’t lose their leaves as the season changes and time passes by. They have become a symbol of perpetual life. A digital marketing speaker Hong Kong compares the term “evergreen” with content that has long-term relevance. This type of content provides imminent benefits to brands and businesses. But what is evergreen content, and how do we create one? Here are the answers!


A social media agency Hong Kong defines evergreen content as search-optimized posts that stay fresh and relevant for readers. From its publication date, it continues to attract traffic over time. Current trends, holiday posts, news, pop culture, and statistics are not considered evergreen content. This is because they tend to become obsolete after 6 months. Evergreen content is commonly relevant to the readers for several years. There are even great evergreen posts that people can relate to for decades. Some popular types of evergreen content are:

  • Encyclopedia Entries
  • Frequently Asked Questions (FAQ)
  • How To
  • Industry Definitions
  • Interviews
  • Lists
  • Testimonials
  • Tips
  • Tutorials
  • Videos

Some topics never grow old. When you write about them, you will surely create evergreen content. These are 

  • Finance
  • Food
  • Health
  • Jobs and Careers
  • Love and Romance
  • Parenting
  • Pet Care
  • Weight Loss

What is important is that the topic should be relevant to a brand to drive traffic throughout the years. 


Why should marketers care about creating evergreen content? It is because they offer immense benefits to brands and businesses.

  • They allow brands and businesses to connect with their social media audience. Evergreen content can be great posts to share on social media platforms. By being educational or informational, brands and businesses can develop deeper connections with their social media audiences. 
  • They can drive prospects to your sales funnel for a long period of time. Evergreen content has a long shelf life. They are topics that change very little over time. Such, they continue to drive traffic to your website throughout the years. 
  • They can improve a website’s search engine ranking. Because of the long shelf life of evergreen content, most searchers and writers can use the links of this content as a long-term reference. Such a backlinking process improves the website’s search engine ranking. 
  • They position a brand or business as an industry leader. Evergreen content typically discussed basic topics that beginners commonly search for. As they learn something from these posts, they will look upon the website as helpful and reputable. This positions the brand or business as an industry leader. 


The next question is how to create evergreen content. Here are some best practices

Create Powerful Headlines

Content creation starts with formulating a powerful headline. This method also applies to the creation of evergreen content. Headlines with the words best, data, guide, how to, reason, and top are the most searched topics among audiences. Headlines beginning with question words like what, when, where, who, why, etc. also appeal to potential readers. To create powerful headlines, brands and businesses can pair these words with the relevant topic they want to discuss in a post.

Do Your Research

Evergreen content typically answers frequently asked questions from the target audience of a brand or business. They provide best practices, explanations, and tips about different concepts involving industry or niche. Therefore, it is important to do your research in order to create evergreen content. A video marketing agency Hong Kong recommends researching a topic before formulating ideas for video creation. This is to be able to provide accurate and truthful information. By doing so, a brand or business can position itself as a go-to site for its target persona. It makes them a reputable leader in their industry or niche.

Make It Simple

Beginners are the common target of evergreen content. They are people searching for new concepts or skills. As such, a major key element in creating evergreen content is by making it simple. Use common language and terms. This allows your readers to easily understand the concept or step. Be straightforward. Go directly to the point to avoid confusing your audiences. At the same time, you will need to provide complete information to make your readers know the important things they need to remember. Back up your thoughts with reference links from reputable sources. This can help readers validate that the information you are giving is accurate and true.

Use Internal Linking

The best way to create evergreen content is to use internal linking. Link related evergreen posts on your website together. This is an SEO technique to allow your pages to get discovered. It improves the brand or business website’s SEO ranking and at the same time, expands your post’s reach. Internal linking may somewhat be challenging. But the key is to keep a record of everything you have published on your website. By connecting your evergreen content, you also increase the chance to get discovered long term. 


How to Improve Facebook Lead Gen Ads

Facebook Lead Gen Ads

Facebook believes that providing value to people can generate leads. As such, the platform makes it easier to generate leads via an auto-populated pop-up. It is more convenient than users manually filling up lead gen forms especially on mobile devices. People are more likely to complete them and reduce the number of drop-offs. Through audience selection, product optimization, and the right questions asked, Facebook lead gen ads have been very effective. Yet, digital marketing speaker Hong Kong recommends building highly targeted audiences to improve Facebook lead gen ads. Here’s how!


A social media agency Hong Kong noted that Facebook is a lead generation beast. With 2.8 billion monthly active users (MAU), there is no doubt that it has proven itself among brands and businesses. Below are some statistics to prove the power of Facebook lead gen ads.

  • Businesses and brands have seen higher engagement rates on Facebook compared to other social media networks. A video marketing agency Hong Kong notes that the usage of videos on Facebook has increased to 1.25 billion people monthly. This is through Facebook Watch. Around 87% of Facebook engagements happen on posts with images and photos. They generate 179% more engagement than other posts. Over 2.5 billion comments are posted on the platform daily. 
  • Facebook houses a wide market for different audiences. Its users are ages 13 to more than 65 years old. The highest number of Facebook users are between 25 to 34 years old (31.6%). Those ages 18 to 24 years old come next (23.8%). Adults ages 35 to 44 (16.9%) and 45 to 54 (10.5%) have also been rising as a featured group of Facebook users. Facebook users access the app with an average of 8x per day. This makes Facebook the 3rd most visited site in the world. All the more, Facebook ads can reach 2.14 billion people.
  • Facebook takes digital marketing by storm. There are 90 million small businesses using Facebook Groups, Messenger, and Pages. 92% of digital marketers use Facebook ads. This is because 75% of Facebook users visit at least one local business page every week. While an average Facebook user clicks at least 12 ads every month.


There are 4 key elements for effective lead generation on Facebook. Focusing on these elements can greatly improve Facebook lead gen ads. 

  • Landing Page is a key factor in generating leads via Facebook. The platform suggests testing different landing pages on a website through Facebook click-through ads. This is to see which page generates the highest click-through rates and conversions. 
  • Lead Capture means saving information from the leads. This element should make it clear to the audience what they are signing up for. By being straightforward on your lead gen ads, you have the assurance that you are getting the right people for your future outreach. 
  • Lead Magnets are special offers to Facebook users in exchange for the information they are giving a business. Facebook says that brands and businesses should adopt the “give before asking” mentality when creating lead magnets. A discount code, eBook, free trial, or newsletter should communicate a brand’s value upfront.
  • Lead Scoring can better customize target audiences on Facebook. By using a matrix prioritizing leads based on engagement, brands and businesses can greatly improve Facebook lead gen ads by contacting leads that are most likely to convert. 

Besides these 4 elements, Facebook also provides some tips to creating a successful lead gen ad copy. The ad must clearly articulate the benefit. Be straightforward in telling what you can offer to the audience in exchange for their information. You can use images to illustrate what benefits they can get. Never make a promise that you cannot deliver. Never exaggerate the promise either. Use exciting and short phrases to deliver your lead gen ad copy among Facebook users. Give them a reason to click. This, you can do, by using call-to-actions on your lead gen ads.


The key to improving your Facebook lead gen ads is to refine your approach using the above-mentioned tips. They are strategies directly coming from the Facebook team. By using Facebook’s targeting tools properly, you can maximize your lead generation efforts and gather more insights about the right people for every campaign.


How Instagram Algorithm Works

Instagram Algorithm

Michael Krieger, a computer programmer, was in Mexico for a holiday in 2010.  Together with a friend, Kevin Systrom, who was a former Google employee, they have developed a location-sharing platform called “Burbn.” During that holiday, Michael thought of sharing a photo on Burbn. But Kevin protested because the photos taken from Michael’s iPhone were not standard. To convince Kevin, Michael applied some filters to standardize the images. Alas, Burbn turned into Instagram. Its main selling point is adding filters to mobile phone photos.

Instagram is an online photo-sharing social network that Facebook acquired in 2021. It is entirely a visual platform relying on images and videos with text captions. Today, there are around 1.074 billion IG users. It is one of the most influential and popular social media platforms. Instagram has also played a major role in influencer marketing. According to a digital marketing speaker Hong Kong, the Kardashian clan, K-pop enthusiasts, and a lot more loyal fan groups have made Instagram an important marketing platform. Around 500 million Instagrammer use Instagram Stories daily. This made affiliate marketing and product tagging very effective on Instagram.

Yet, a lot of brands and businesses still can’t understand how the Instagram algorithm works. Most of the time, they face the challenge of what to post on the platform. To get a better understanding of the algorithms of Instagram, we’ve got you covered here.

What Is Instagram Algorithm?

A social media agency Hong Kong defines the Instagram algorithm as using pieces of interactions to prioritize posts that Instagrammers care about. It covers a variety of classifiers and processes designed for different purposes. Using AI technology, the platform personalized a user experience in the best ways they can. Back in 2010, the Instagram algorithm depended on the chronological order of the stream of photos posted on the platform. As Instagram users grew, it became impossible for users to see everything. So, in 2016, the platform introduced a feed algorithm that ranked posts based on what a user cared about most. Little by little, Facebook added explore, feed, stories, and reels on the app. Each feature uses a different algorithm and ranks things differently.

How Instagram Feeds and Stories Algorithm Work

Feeds and Stories are places where people want to see content from the people close to them – their family and friends. Here’s how the Instagram algorithm on feeds and stories work. First Instagram ranks recently shared posts and stories. Second, Instagram Ai uses signals and they have a thousand of them. For feeds and stories, the most important signals to rank posts are the following:

  • The people who made the post. Instagram ranks family, close friends, groups, etc. on top of users’ feeds and stories. This also includes posts and stories from accounts a user has previously followed or liked. For a video marketing agency Hong Kong, the most liked Instagram Stories commonly rank on the top of an Instagram feed.
  • A user’s recent activity on Instagram. Instagram AI takes into account the number of interactions a user has in the past weeks. This includes the history of the user’s interaction with other Instagrammers and the type of posts that a user commonly engages with. From these signals, Instagram will make the posts of previous interactions more visible on a user’s feed and even the type of content the user commonly consumes.

How Instagram Reels Algorithm Work

In August 2020, Instagram launched Reels. They are 15-second music and video clips that mimic TikTok. As they are designed for entertainment and fun, the Instagram Reels algorithm differs from that of feeds and stories. Under the Reels tab, Instagram users may see posts of people they don’t follow or know. Under the Instagram Reels algorithm, the most important signals are the following:

  • Information about a Reels’ post. Instagram AI looks at the audio track, frames, and pixel of every Reels content. It also considers the popularity of a Reels content as compelling. As such, any Reel that received the highest number of comments, likes, and other interactions may rank higher on the Reels tab.
  • A user’s activity. Instagram AI looks at things a user comments, likes, or engages with. It also looks at the recent Reels and videos a user has watched. These signals rank Reels content relevant to the user’s activities.

The Bottom Line

How the Instagram algorithm works depends largely on a user’s activity. Because Instagram strongly values a user’s experience, they rank feeds, Reels, and Stories based on your interests, preferences, and usages. As an Instagrammer, you can control what you see on the platform. This is by picking your close contacts, muting accounts you would like to stop seeing, and marking recommended posts as not interesting. For brands and businesses, creating content tailored according to a user’s interests and preferences can bring your campaigns to Instagram success.


Targeting High-Value Audiences in Instagram

High-Value Audiences on Instagram

A large part of digital marketing today covers social media marketing. According to a digital marketing speaker Hong Kong, out of 7 billion people on the planet, 3.78 billion are social media users. Each day, the average time spent by a user on social media is 145 minutes. It is how they connect with the world, do online transactions, shop, and even work. Among the top four social media platforms for marketing are Facebook, Twitter, Instagram, and Pinterest. With 1 billion monthly active users, Instagram is the best choice among product-based brands. Yet a social media agency Hong Kong notes the importance of targeting high-value audiences to succeed in Instagram marketing. Here’s how!

The best way to target high-value audiences on Instagram is to determine the group’s awareness level. These can be categorized into three:

  • Top of the Funnel (TOFU) for audiences who are not yet aware of the brand.
  • Middle of Funnel (MOFU) for audiences who know the brand but need more information.
  • Bottom of the Funnel (BOFU) for audiences who already know the brand well and are ready to make a purchase.

From these three groups, brands and businesses can set the right goals according to the segmentation of the target audiences. 

Account-Based Custom Audiences

These high-value audiences are those who have engaged in a brand’s IG post, sent a message through Instagram Direct, or visited a brand’s profile on Instagram. Account-based custom audiences who engage on a brand’s IG post can be a good target for booking a demo ad. An account-based custom audience who sent a message through Instagram Direct can be a good target for brand awareness campaigns. While account-based custom audiences who visited a brand’s profile on Instagram can be a good target for conversion ads.

Events-Based Custom Audiences

Online events have boomed since the outbreak of COVID-19. Brands and businesses commonly host product launches and promotions through live broadcasts and virtual presentations. From the participants of these online events, you can build high-value audiences that can be targeted for conversion and engagement. These prospects have higher buying intent and can increase conversion. They can also offer a lot of values among brands and businesses like loyalty and recommendations.

Lead Form-Based Custom Audiences

These high-value audiences include people who subscribe to a marketing newsletter or updates. Brands can extract the said list and integrate them on an Instagram retargeting list. Through a “Consideration” objective, brands can start messaging these prospects via email, Instagram Direct, or phone to boost brand awareness.

Lookalike Audiences

This group is people who match a brand’s target persona. Brands can tap into the power of lookalike audiences by going to the “Custom Audiences” tab when creating an ad and creating a lookalike audience group. These groups can be based on any of the brand’s existing customer groups. Advertising to Instagram’s lookalike audiences is a great way to increase brand reach and retargeting campaigns. 

Saved Audiences

Most social media brands saved a list of their customers and loyal followers. These are data coming from a previous conversion or purchase. Brands and businesses can use the persona of these customers to retarget them through demographics. These include age, gender, language, and location. They can also be retargeted based on their interests, online behaviors, professional associations, etc. Saved audiences are the perfect group to achieve any goal of a brand via Instagram but can be high-value audiences on reach campaigns

Video-Based Custom Audiences

According to a video marketing agency Hong Kong, even though Instagram is popular as a photo-sharing app, it is also one of the top 3 social media platforms for video marketing. Instagram’s video-based custom audiences are very extensive. Those who have watched at least 25% of an Instagram video can be a good target for informational blog posts. Those who have watched at least 50% of an Instagram video can be paired with ads aiming to boost conversion and website traffic. 

Website Visitor-Based Custom Audiences

Brands and businesses can also leverage their website data to boost the success of Instagram ads. By offering small value to your website visitors via engaging Instagram content, you can turn them into high-value audiences through Instagram blog links, events, and specific offerings. 


Instagram offers a lot of ways for brands to expand and segment their audiences based on a brand’s marketing goal. The rule of thumb is for a brand to create the right buying persona for its Instagram ads and campaigns. By using Instagram insights from your previous ads and campaign, you can create high-value audiences that can boost awareness, consideration, conversion, engagement, and traffic.