[MUSIC PLAYING] So when I first went to your page, one of the first things I kind of noticed was that it wasn't maybe all that clear what exactly you were selling. Like it says our products are a fusion of influences, a blend of ideas, and a creation of style, which I love. Mm. And that's a great kind of second line. Sorry. I think it could be great to sum up for the new viewer what exactly the product is that you're selling.
So usually it's good in your bio to have something like what your product is, you know, maybe what makes it different, or yet again that a bit like how on your Shopify site or on any sort of website you usually have something like you know, a unique value proposition or something when you first go on. You're like OK. This is one here.
This is what makes them different. This is who they are so. In terms of the content itself, I think you're doing a really great job with the product photos. And I think that we could kind of go a bit more into some product curation rather than creation, which is more curating content from other people, be it customers or influencers or just other content pages.
So I think that because you are so focused on the travel and street style niches, that you could center a lot of your content around that as well. So that you're kind of alternating between product and lifestyle as well. Yeah. Sorry. Just having a look at some of the other kind of travel accounts in your niche. And then obviously utilizing hashtags to get a greater audience viewing those more general images or trending images.
So a really good way to kind of go about that is like through viral content identification, which is basically going through an account like My Hotels, for example and seeing what the average engagement rate is. And so that's around 3,000 likes a post which it is on this account. Finding the photos that are, you know, about 30% to 50% more likes than that and then obviously outperformed a lot of the other posts on the account.
So I think that that's kind of a good way to find the types of content that are performing really well in your niche. Mm-hmm. And Instagram actually uses visual recognition as well. So if a content pace has outperformed others on a page recently, Instagram is aware that it has. And it kind of has this kind of Trending effect to that content. So if you repost that on your page despite the time of day and whatever else, it actually tends to outperform other content naturally.
So definitely hashtags would be a really helpful thing to use. And you can use up to 30. And maybe using a tool to identify kind of Trending hashtags in Canada. And depending on maybe you can save a few different sets, like for each tag. Yeah. So you can have Canada-based ones, Toronto-based ones for the different tags. So it's a good idea to kind of have a look through and find some of the kind of more macro hashtags that are things like YYZ and things like the six and then a lot more of the niche hashtags.
So maybe things like neighborhoods or more cultural events that don't have as many tags under them, because that ultimate goal is to trend in the kind of top post section of the hashtags, because then you get so much more exposure. So I've done hashtags on like previous posts. Like I have an app where I can just copy paste and put it in. But do you find that there should be like a limit on how many you put or you're just like you can put all 30 in?
30 is fine. It doesn't actually-- yeah. It doesn't affect which ones you fall under. You can use up to 30. But it's sometimes a little bit redundant like-- Yeah. Even visually, do you feel like-- I just put them in the comments. I don't put them in the caption. OK. You can use maybe like up to 4 in the caption itself, if you want to use it like to just visually highlight things.
But I usually use the more so in the comments. You're getting some really, really great kind of customer photos and maybe not sharing them all that often at the same time. So maybe doing a little series where you hear the customer would be kind of a good thought. Yeah.
Like Daniel Wellington, for example, do the DW Pick of the Day. Yeah. And they have a hashtag. That's awesome. And they kind of celebrate the customer being like congratulations. Yeah. You've been selected to be our Pick of the Day like our #DWPickoftheDay. And then encouraging other customers how they can get involved in the series as well. So saying like, if you'd like to be featured #TribeDaily-- Yeah.
--or whatever else, and you know, tag our account to be featured. Mm-hmm. And so that's a really good way of encouraging more user-generated content, while at the same time encouraging things like brand loyalty and repeat purchases and retention, because you are celebrating the customer that's already kind of bought from you. Correct. Have you done much v or posted much video to your feed?
Like here's-- No. I repost videos that I find. But I haven't actually curated or gotten any let's say particular blogger or makeup artists to actually make original content for us, which is something I'm working on. Yeah. I think video curation is still a really great place to start, because videos are that much more likely to go kind of more viral on your account. And so do you ever like repost just like makeup tutorial videos or something?
And then do you delete them later? Most of them go in to the story. Yeah. So if you look at the highlights, there's a few videos here. Oh, OK. Yeah. I would even suggest posting them to your feed. To my feed, OK. And then you can always delete them later if they don't go with your aesthetic. Or archive them. But the thing is that if you do get kind of a viral video on your feed-- and even that account that you were speaking about before, that the account with a million followers, do they follow you?
Oh! They do. Yeah, OK. So if you could even encourage them to sometimes interact with your posts as a part of it, that's a really, really great way to boost those images in-- well, a-- onto the Explore page and B-- higher up in the newspaper, because relevancy and relationships are things that are like highly favored by the algorithm now. So relationships with other accounts within your niche.
If it notices that popular accounts-- they're interacting with your content here, it ranks that content as popular. Right. And yeah. I think it's a really beautiful account. Thank you. My first kind of comment I'd say would be that it looks like a very kind of personal account-- Yeah. --which-- is that a vibe that you're deliberately kind of going to for, because you're kind of more like handmade?
Well, is it-- Exactly. It's all handmade. It's all made in Toronto. Yeah. And everything is done by me. So when my clients follow me, they know like I'm in charge of the account. Yeah. And I want it to always have this kind of smaller vibe, because-- Yeah. --I'm not a large company. I'm one person. Yeah. And I think it's really important for better or for worse that my Instagram reflects that it's not like this highly pumped account.
Yeah. I guess if I could explain it that way. Yeah. That makes complete sense. And that's definitely-- I mean, you know, there's like that kind of homemade or like-- Yeah. --grass roots or community-driven account can like work really well in that way. Yeah. I think one thing I would think would be maybe, I know that it's your kind of vibe. But if you also added-- a little bit between like your created content that you're creating yourself and just maybe a little bit of curated content from your customers-- --for example.
For sure. I know I need to. So just even just-- in your tagged posts already, things like that would work quite well throughout the feed. Right. And that can be a really great way like I've spoken about to hero the customer kind of thing as well. And whether you turn that into a series, so that you're able to keep kind of celebrating the customer in different ways and making them want to create content for you-- Yeah.
--and want to share it to their page, because it's a huge encouragement if they are really posted. For a brand to repost your content-- Yeah. You kind of-- you know that you've done kind of the right thing in that way. Yeah. So they're able to get that encouragement. And that'll increase your user-generated content which will increase your kind of word of mouth marketing. And I'm guessing that because you do want to keep that more like homemade, the grassroots feel to your account, that is a great thing to do as well, because like users or like customers are a great way to celebrate that at the same time.
Yeah. I think in terms of visibility, which you said is something that's front of mind for you. Yeah. So making sure that your images are kind of seen by more people and engaged with by more people, a few basic things would be hashtag use. Yeah. So even though you're like using like around three or four hashtags in a caption, you can also add hashtags into the comment section as well.
Right. And you'll still show up in those hashtags, if you add them like quite soon after you post. Right. So Yeah an example would be going through and having a look at maybe some other jewelry companies hashtags or having a look at some of the hashtags you'd already used and what the related tags are, coming up with those. And then coming up with a list of like macro and micro hashtags at the same time.
So macro in terms of things like #jewelry, #earrings, #ring, or #personalized would work well in terms of just getting more eyeballs onto the account but less defined. And then the smaller accounts you'd be wanting to kind of-- I mean, sorry. The smaller micro hashtags you'd be wanting to hopefully rank in the top posts for them.
So then you get even more exposure at the same time. So it's that more achievable level of like maybe there's only like 5,000 to 10,000 tags under that hashtag rather than like 7 million or something. Right. Where should I focus my energy, because I am managing my Instagram as one person? Just one. Yeah. So what do you feel is my most important thing that I need to focus on?
I think definitely one of them would be consistency. Yeah. So just honestly just showing up and making sure that you do post daily. Right. Just put like some time aside at one point during the day when your followers are more active. Or if that varies from day to day, you can kind of see that in your account analytics, for example, the best kind of times to post-- --when your followers are most active. Even to set an alarm in your phone to remind you to do it.
Right. Be like OK. And like I need to-- yeah. And that is hard when you're creating your own content as well. I understand that, of course. Mm-hmm. So even putting a bit of time aside to take a photo or find a photo or pre-preparing a feed. Mm-hmm. So a tool that you can use is called Planoly, where you can plan out your entire Instagram feed before you post. So that when you do go to post, like you could just spend like Monday on like curation.
Right. And like find seven images for the week, which is quite achievable. Right, And then each day, just making sure that you post one of those seven. So that's the first one. Just kind of showing up, being there, and consistency. Yeah. OK. And then the second one I would say would be more so around like more the exposure kind of side. I know that you don't want to-- you don't need to focus too much on growing the numbers.
But at the same time, you want sales to increase with the Instagram. For sure. For sure. But you don't want to do that in an inauthentic way. Right. So I think the other thing could be-- yeah-- encouraging more user-generated content. OK. So I think that they're the two kind of main things-- consistency and user-generated content. Just trying to think of different ways that your customers can interact with the brand on social media or as well as offline kind of thing.