Jenna Wade

Instagram Optimization - November 2017

Over the course of a month, we have effectively rebranded Skout Backcountry’s Instagram page. Through archiving visually dull posts and highlighting unique, bold, and ingredient-oriented posts that motivate audience engagement, the number of Skout followers has risen from 1,748 to 1,876 in a month’s time. Please use the following as an interpretation of campaign success and a guide for future posts.

Overall appearance has improved with the implementation of brand consistency. When taking an overview look at Scout’s page, the unique product proposition is much more clear. To follow the current theme going forward:

● Every post should use some level of the Clarendon filter and high contrast

● Roughly every other post should include the Skout logo/colors

● Use a rotation of wide shots and close shots ● Have a maximum of 8 hashtags and always end with

#organicenergy #skoutbackcountry ● Utilize video at least once in every 5 posts

○ Video post engagement: Thursday, November 30, 2017; 2:16 p.m.

778 impressions, 625 reach, 70 engagement ● Utilize giveaway and contest posts seasonally

○ Thanksgiving giveaway engagement: Monday, November 20, 2017, 1:26 p.m.

Jenna Wade

1,033 impressions, 779 reach, 134 engagement Social Influencers as a tool for brand awareness: In another example of effective practices going forward, free product in exchange for instagram stories or posts is an effective way to gain brand recognition. Social influencers aside from brand ambassadors should be used for this because the commitment is much less and high prevalence can be found much easier. @mschlegal with 41,300 followers posted Skout product on her instagram story. There were 9,647 views in only 20 hours. Corresponding impressions on Instagram analytics was 669 profile views within the time of the Instagram story. Similar arrangements can be made with prevalent health and social influencers on the Instagram platform.

Times to post based on your customers: Post according to Central Time to expand the geographic reach. As of now, a majority of followers are from Portland (19%), Seattle (2%), and Bend (2%). According to the data from the time of the campaign, there are particular times and days that are best to post:

● Days of the week: ○ Tuesday through Saturday has the best engagements ○ Avoid posting Monday and Sunday ○ Post every Tuesday, Thursday, and Saturday as these are the best performing

days ● Times of day:

○ Avoid posting between midnight and 9 a.m. as these are the low hours of page traffic for each day of the week

○ Highest traffic is from 11 a.m. to 10 p.m. without much fluctuation ○ Optimum times per day of the week (bold emphasizes #1 performing time; all

according to Central Time): ■ Tuesday: 10 a.m., 6 p.m., 8 p.m. ■ Wednesday: 11 a.m., 4 p.m., 7 p.m. ■ Thursday: 1 p.m., 6 p.m., 7 p.m., 8 p.m., 9 p.m. ■ Friday: 1 p.m., 4 p.m., 5 p.m., 7 p.m., 8 p.m. ■ Saturday: 2 p.m., 4 p.m., 5 p.m., 6 p.m.

Jenna Wade