Category Archives: communications

GROUP RULES: The danger of the toxic politically-run Facebook group

Here’s one thing to be wary of with your Facebook group strategy… rancid groups run by political parties

I’ve long been flagging up Facebook groups as being important corners of the internet for public sector people. 

The data is strong. Two thirds of the population use Facebook and two thirds of them are a member of at least one Facebook group.

Their effectiveness is also clear. As newsrooms have shrunk the Parish pump of their neighbourhood group has more than filled this role with news, gossip and recommendations. But it can also slip into a much darker place, too. 

There’s good and bad Facebook groups. Good can be the community-spirited Brownhills Bob with 50,000 members, five admins and a willingness to share police missing persons appeals alongside a request for a decent plumber. 

But there is also the unpleasant.

There was a 5,000-strong Facebook group in West Bromwich where every post attacked the council. Daily Mail headlines were shared to attack the council. Anyone in favour of the council were shouted down.

Oddly, the admins of the group didn’t appear to be from West Bromwich.

Even more strangely, people in other parts of the country I went to they spoke about community Facebook groups with violent language and a clear political agenda. Posts in these spaces could run from opinion to outright abuse. 

What was clear was that there was a strategy to spread hate and disinformation in specific locations.   

So, it was no surprise to read a Guardian story alleged some Facebook groups in London were being run by paid Conservative Party activists and had comments that threatened to kill the Labour Mayor Sadiq Khan. 

Now, I’m not suggesting that those activists themselves broke the law or that other political parties may have supporters who had taken it upon themselves to foster hate. 

But what this absolutely does do is highlight the issue of hostile Facebook groups and what to do.

Advice

The first problem is that the local government communications person is politically restricted. They can communicate the policy of the council but they certainly can’t jump into the trenches and conduct hand-to-hand combat. 

Before the internet, the advice was to challenge misinformation wherever it was be that the newspaper letters page, the radio phone-in or the council committee. There is certainly something in this. 

However, there reaches a point where threats and abuse make the environment unsafe.

Besides, people in those spaces are unlikely to listen to a balanced perspective. Academic research points to bubbles where existing views are reinforced and counter views are shouted down. This is not good for democracy.

So, what do you do?

Well, for the first part it’s knowing that there are corners of Facebook where you just need to navigate past.

Don’t use a fake profile to see what’s going in. Don’t use your own profile. There’s a strong chance it’ll end in tears.  

The example of the West Bromwich group was that Facebook itself took the group down. That’ll be from people reporting it. 

If the issue is threats against named individuals then its report it to the police. The Center for Countering Online Hate has got a particularly good download ‘Don’t Feed the Trolls’ for helping an individual if they are in the thick of getting trolled. It’s worth keeping a copy handy just in case. 

There’s also a balancing act that you need to strike when engaging with something. The Streisand Effect talks about the time when the filmstar took legal action to ban a tourist map that marked the homes of the stars that had her location. The result? People detoured to look at this location she didn’t want us to see. 

TRIBUTE: Bob Kane the best news editor I worked with 

This isn’t my regular blog post but I’m reflecting the sad news that my former news editor has died.

Bob Kane who died in hospital after illness was one of the news editors on the Express & Star and often would look after the Sandwell edition of the paper where I worked from 1998 to 2005.

It’s fair to say that in the harsh Victorian hierarchy of newspapers of my day you had to learn fast. 

When Bob as a news editor had an issue with your story you knew about it. He was dry, direct and to the point. When Bob told you, you stayed told. But if you listened you learned. I was a far better reporter for paying attention to Bob.  

I remember my first weekend of calls duty as a nervous Express & Star reporter. My colleague Paul briefed me through the process. 

“On Sunday at 8am Dan, buy a copy of the Sunday Mercury and check through for stories from our patch. Phone them through to Bob and first congratulate him on another easy win for Glasgow Rangers but do check the score first.”

He took news and Glasgow Rangers very seriously. The neighbouring Walsall office once joked that a Turkish kebab house were staging a street party because Galatasaray had put the Scottish giants out of the Champions League. Bob did not see the funny side.   

New British Army recruits when they go through basic training are put through their paces by a Corporal. At first, they live in fear and crave his approval. Bob didn’t really hand out much praise but a Christmas card from him one year read: ‘Dan, your enthusiasm is inspiring to a tired old hack like myself’ was like a pools win. 

That’s the thing with Bob. He was excellent at his job and if you listened to him you’d get better at yours.

Years later, at Sandwell Express & Star reunions Bob would come. He was a reserved man but with warmth and a sharp wit. It was clear he loved his family. 

His LinkedIn profile shows he went to school in Stirling in Scotland and after graduation from the University of Aberdeen we worked as a reporter on the Birmingham Evening Mail and Worcester Evening News. He joined the Express & Star in 1980 and retired in 2017.  

He was held in really high regard by people who worked with him. I hope his family and friends know this. My condolences to them. 

He’d moved to Worcestershire and I’d meant to suggest going to watch some cricket at New Road. I wish I had now.  

Pic: Facebook.

AI APP: suno.com is a serious tool for music for your video content

Here’s one for your AI app list. 

Suno.com has emerged as one of those jaw-dropping AI sites that threaten to change the landscape.

The site is a music creation tool where you can input the genre and some other clues and set the app to work.  

You can also come up with your own lyrics.

Last week, I was speaking at the APComm online event about AI & comms so I came up with some audio that referenced the session.I used the audio to make a film and here’s what it came up with. Have a listen with sound on.

There’s no wonder that musicians have been throwing their hands in the air about it.

A £6 monthly subscription means you have a general commercial licence. It’s worth looking at the fine print of this but this may well be enough to create your own music for video creation.  

ANNOUNCEMENT: Join new training dates for Summer and Autumn

Take a scroll, I’ve announced dates for my Summer and Autumn training.

I’m having to make an increase of 4.4 per cent with the cost of one place on a session moves from £225 + VAT to £235 + VAT.

So, a tip-off… to beat that rise get ahead and book before May 1.

Why is it worthwhile?

Well, for the past decade, I’ve delivered thousands of hours of training and advice for 1,056 organisations.

In a changing landscape the learning will see you impress your boss, impress your bosses’ boss and a wow potential new boss.

All the training sessions are based on a mix of experience, data, best practice and analysis. In a changing world that’s handy.  

Scroll down to see the dates and times for…
  • ESSENTIAL COMMS SKILLS BOOSTER
  • ESSENTIAL VIDEO SKILLS FOR COMMS REBOOTED.
  • ESSENTIAL MEDIA RELATIONS
  • ESSENTIAL TIKTOK & REELS
  • ESSENTIAL SOCIAL MEDIA FOR CANDIDATES OR ELECTED MEMBERS

Book a space on a public session OR drop me a line to arrange an in-house session.

To book a space on a public session or to enquire about in-house training for the team use the form on the bottom of the page.

ESSENTIAL VIDEO SKILLS REBOOTED

This is the workshop that helps you plan, shoot, edit and post effective video.

If you’ve some experience of shooting video or none, this workshop is for you. Developed by Dan with the help of filmmaker Julia Higginbottom this will take you through what you need to know.

We’ll look at the ingredients needed to make effective short form video, TikTok, Reels and live video.

Updated in 2024 to reflect incoming moves towards vertical video that Facebook are introducing as well as how to shoot vertical video.

We’ll look at staying legally safe with GDPR and copyright laws.

What: Online four two hour long sessions.

Who: Anyone looking to develop their skills and knowledge of creating content.

Programme #30 starts 23.5.24

Programme #31 starts 12.6.24

Programme #32 starts 12.9.24

MORE HERE

To book a space on a public session or to enquire about in-house training for the team use the form on the bottom of the page.

ESSENTIAL COMMS SKILLS BOOSTER

There has been more change in the last 12-months than the last 12-years with communications.

This workshop was drawn-up in answer to the cry from a colleague ‘can’t someone just run a course that shows me all I need to know?’

This will show you everything you need to know from media landscape, how to create content and up-to-date steers on what content algorithms reward and penalise. The knowledge will give you the ability to create more effective content.

You’ll also go through new channels like Nextdoor, Instagram Broadcasts, Threads and WhatsApp Channels as well as ChatGP, how to connect with Facebook groups. You’ll also know how to use LinkedIn as well as hope to deal with comment, criticism and abuse.

What: Online five sessions up to 90 minutes.

Who: Anyone looking to refresh or build their skills.

Programme #55 starts 28.5.24

Programme #56 starts 19.9.24

MORE HERE.

To book a space on a public session or to enquire about in-house training for the team use the form on the bottom of the page.

ESSENTIAL MEDIA RELATIONS

Dealing with a journalist can be stressful whether you’re pitching a story or answering a question.

In this three part session we’ll go through how to be proactive as well as reactive by following a series of easy to follow steps. You’ll understand what makes a reporter tick and how to handle the trickiest media query.  

You’ll understand how journalism in the UK is changing as it moves away from print to online as well as the new generation of email first news organisations. By doing so we can better see what content would work.

What: Three online sessions.

Who is this for: Anyone who may need to pitch a story or pick up the phone or answer an email to a journalist with a question.

Programme #20 starts 13.5.24

Programme #21 starts 16.9.24

MORE HERE

To book a space on a public session or to enquire about in-house training for the team use the form on the bottom of the page.

ESSENTIAL TIKTOK & REELS

This is the specialist training for vertical video which looks at techniques for TikTok & Reels.

We’ll look at the differences between vertical video and how to plan, shoot and edit for this rising platform. We’ll look at how to make content using BBC approaches as well as more creative filmmaking and trends.

We’ll look at staying legally safe with GDPR and copyright laws.

What: Online four two hour sessions.

Who: For people who are looking to learn how to make vertical video.

Programme #13 starts 9.5.24

MORE HERE.

To book a space on a public session or to enquire about in-house training for the team use the form on the bottom of the page.

SOCIAL MEDIA FOR ELECTED MEMBERS & CANDIDATES

This is how an elected member can choose which social media channel to use as well as how to use it effectively.

From the 2014 Scottish Independence referendum onwards social media has helped more voters make their minds up than traditional media. In this session we’ll look at how a candidate or councillor can first choose which social media channels to select.

You’ll then look at how best to use social media, to avoid pitfalls and to stay legally safe.

Dan drew-up the first social media guidance for Councillors for the Local Government Association for England & Wales as well as Scotland through the Scottish Government’s Improvement Service.  

To arrange an in-house delivery for your team use the webform below.

What: Sound advice for Councillors and candidates to use social media while staying on the right side of the law.  

Who:  Councillors and candidates looking to use social media.

MORE HERE.

To enquire about in-house training for the team use the form on the bottom of the page.

Drop me a line in the form below to book a space or ask a question

    LOCAL NEWS: How to use the Nextdoor platform in the public sector

    If you are public sector comms you need to know about the strengths and weaknesses to Nextdoor. 

    Yes, I know you’re busy. That’s why I’ve written a brief post to explain the platform with the help of some nice people from the Public Sector Comms Headspace. 

    Firstly, here’s three key things you need to know about this platform.

    Three key Nextdoor facts 

    Nextdoor’s audience is over 55s

    The first key Nextdoor fact is that it’s mainly used by over 55s. If you’re in the public sector these may well be a key audience. They tend to vote and also be service users. 

    Nextdoor is arranged into neighbourhoods

    Fact number two is that Nextdoor operates rather like a rigid community Facebook group. Want to join as an individual? You need to put your name, address and postcode. This way you are assigned into a specific area Nextdoor. 

    However, you can only be in one Nextdoor. So, no glancing over the fence to see what a neighbouring area is up to. This is a strength and weakness. A strength because you get local content but a weakness if you are interested in more than one area.

    This is a pain as I’m in the Brierley Hill Nextdoor. Can I see if there’s a plumber recommended in the Halesowen Nextdoor three miles away? No, I can’t. That’s annoying.

    Nextdoor really likes the public sector

    When I say Nextdoor really likes the public sector it really, really likes the public sector. You can get a free partnership agreement as a public sector organisation. This means your content is automatically sent to ALL Nextdoor members in a geographic area. So, none of this messing around with a Facebook page and begging for likes.

    A chum Lucy Salvage ran some A/BNextdoor v Facebook testing a while back which showed almost 4,000 had seen a Nextdoor post a couple of weeks after it was adopted by their council compared to 5,500 seeing it on the Facebook page which had been established for more than a decade. 

    This is a really big deal. 

    On the Nextdoor website, they are keen to push testimonials from the Metropolitan Police in London as well as the Police Service of Northern Ireland amongst ‘hundreds’ of public sector users. 

    One suggestion is to post as the council rather than the council comms team. 

    The size of the Nextdoor audience

    Irritatingly, Ofcom does not have data in their social media release.

    This is where it gets a bit opaque. Globally, there are 88 million Nextdoor users which is small fry compared to the two billion who are using Facebook. But its a 13 per cent increase in users represents growth compared to X, formerly Twitter’s apparent 20 per cent decline in the US. 

    Digging around for UK stats is tricky. The platform’s UK pages talk of one in four households being registered. Indications from other sources are that 8.1 million people have used Nextdoor in the previous month. That’s 11.9 per cent of the population. 

    This is not the strongest set of figures available but the public sector partnership agreement approach really puts a rocket under those numbers. 

    The hyperlocal approach 

    Where Nextdoor does well is that it taps into the broad approach of hyperlocal walled gardens which reflects where the internet has been heading. Facebook groups are now a cornerstone of effective public sector comms. 

    Nextdoor also reflects the need for the public sector to go to where the eyeballs are. Just posting on a site and then expecting people to read it is no approach. 

    Content in Nextdoor works best when it is hyperlocal. For some, this can be cloying. The discussion around what the police helicopter was doing last night or the bad parking in your street may not be everyone’s cup of tea but there would appear to be value in it.

    A public sector partnership with the platform allows the council, fire and rescue and police comms team to post to their entire borough, city, district, town or county and also if required to target a specific ward. This is huge. 

    NHS can also use it, from what I can gather, if they ask nicely. Health is a private thing in the US where Nextdoor is based so it isn’t promoted on their website but anecdotally NHS Trusts in the UK have successfully signed up.  

    Facebook groups v Nextdoor 

    This is where things look less rosy for Nextdoor. Ofcom data for local government information puts Facebook groups as the dominant place in a crowded field as the place where people get the most council information. 

    However, Nextdoor does perform ahead of radio, newspapers, email bulletins and Reach plc news sites for 25 to 64-year-olds.

    What content works well

    Hyperlocal content works well. The ability to pinpoint a ward with roadworks, consultation or other issues appears richly valuable. If it is tailored to a community the community will listen. 

    So too, apparently, is flooding and extreme weather comms. So, expected snow fall will work well. 

    Feedback is that the platform needs a longer run up than say, X, formerly Twitter has been in the past. Post your news in advance for routine updates. 

    Is this a place to put all your content? No. Be choosy. 

    Councillors

    Bright elected members have been using Nextdoor to tap into the hyperlocal nature of the platform.

    Snark

    Do expect some online snark in Nextdoor. The internet can be a rowdy place these days and post-pandemic the conversation that includes the public sector can often be tetchy. Have a set of social media house rules in place would be my general recommendation for Nextdoor as well as every other platform.

    Thanks to Public Sector Comms Headspace members who contributed to this blog including Annwen Bates, Fraser Serle, Isabella Gamble, Katie Jane, Sian Williams, Will Lodge, Kulbinder Mann Cara Marchant, Jade Mizen and Helen Chater-Franks. 

    I help deliver the ESSENTIAL COMMS SKILLS BOOSTER workshop which helps PR and communications people communicate.

    FACE THE SKILLS: A rough guide to getting the most out of video on Facebook 

    In the early days of video training I helped deliver we’d have a clip that showed how landscape was the right way to shoot footage and upright video was plain wrong. 

    “People have eyes side by side,” the video joked, “not above each other.” 

    How we laughed.

    It’s an example of how things have changed that Facebook have announced plans to move ALL their video to upright video. That includes Reels, live video and what they describe as other longer video. 

    It’s a huge shake-up but I’m here to tell you it needn’t be daunting. 

    Why are they doing this? Because more people watch video on a mobile phone holding their phone in one hand upright scrolling with the other. 

    When will this take shape? This transformation is taking place in USA and Canada first before being rolled out globally. 

    This huge shift in approach and demands we all take a fresh look at how video is created.  A key part of this is to look at what the recommendations Meta themselves are making.

    Here’s some help with making sense of video. 

    Types of video on Facebook 

    There’s three types of video you can post to Facebook. Each one has a role to play. 

    Short-form video 

    Firstly, you can still post longer video to Facebook. Soon, you’ll have to do this as portrait-shaped as opposed to landscape-shaped. Facebook have said that you can re-purpose existing content for this but it is unclear as to how this will take shape.

    Landscape footage can still be posted with a button to convert the clip from a portrait viewing experience to landscape.

    Optimum length: Ten years ago, Facebook went from 16 seconds to two minutes for optimum video to encourage ads popping up mid-way through clips. Now, more than 90 seconds is the new optimum length for shortform.

    Reels

    This is where I’d be putting time and effort. Reels is Meta’s TikTok equivalent that they are pushing strongly. 

    Recent research on public sector content put Reels head and shoulders above other content. When Reels was first launched it came as a laboured version of something that should be fun. You could see what they were trying to do but it was limited spark. That’s got better although the search algorithm still has some way to catch up with TikTok.

    Be creative. Start with a hook so a teasing intriguing question or arresting footage. Keep it short. People work best because people connect with people.

    If you are not creating Reels then start now is Meta’s advice.

    Optimum length: Between 15 and 20 seconds is best.  

    Live video 

    Live video has pulled in huge numbers but often the public sector is a little hesitant. 

    Upright live video may be challenging but it’ll be interesting to see how tools like the landscape video tool Streamyard can sync with it. This tool that takes people’s webcams and adds them to a desktop studio where they can give guests name titles, add banners to the screen with questions and add the title of the discussion. I’m a huge fan. 

    Alternatively, you can take the Spudman or Max Out in the Lake District approach and go live direct from your mobile device.

    Optimum length: 20 to 30 minutes.  

    Facebook’s tips on creating video

    There’s aa few pointers that Meta have made to give people a steer. This is so much better than the earlier days of Facebook where people were left pretty much to guess. 

    If you’re making video then pay attention. 

    Record in vertical video 9:16

    The 9:16 format is portrait-shaped. This content will be rewarded. 

    Engagement

    This is a big one. 

    In their update, Facebook have been keen to stress engagement. That means comments likes and shares as well as eyeballs where people are watching. So, the question to ask yourself is how you can encourage this. Is it asking a question or maybe questions? 

    “Focus on engagement: Our recommendation systems favour videos that have a lot of engagement,” is the guidance. 

    “Beyond plays and watch time, this also includes interactions such as reactions, comments and shares.”

    This on its own should encourage people to play around with live video.

    Storytelling

    Being able to tell a story with a who, what, when, where and why. Meta’s own guidance is that authentic storytelling is more likely to perform well, regardless of whether it’s a Reel, medium length or long video.

    Authentic 

    Meta still want you to be authentic. If you think you need special effects, slow motion, drone footage and exploding space rockets then you can relax a touch. Rough around the edges has a place on Facebook. 

    Use Meta’s editing tools

    The advice with Reels is to still finish off using the tools that Meta provide. So, use their music and their text on screen. If you use the Reels editing tools on Instagram you can add subtitles that use the AI tool to make a stab as to what they say. You still need to check that out to avoid inaccurate subtitles. 


    If you’ve found this useful you’ll like ESSENTIAL VIDEO SKILLS REBOOTED training to help you plan, shoot, edit and post effective comms and PR video.

    GUEST POST: How an NHS Trust harnessed video through telling people stories

    One of their TikTok clips has chalked-up 1.4 million views alone. How is Sandwell & West Birmingham NHS Trust using video effectively? By focussing on people. Anuji Evans lifts the lid.

    I’ve always loved storytelling – just ask my nine-year-old kid. In his home made Mother’s Day card recently he wrote a list of things to thank me for. You know, the usual, like tidying his room and making his dinner. But he signed off with “telling me crazy stories”. 

    How I do love a good tale – even he recognises that. And so, it’s only fitting that this is what I’ve continued to do throughout my career as a journalist and communications professional. Of course, they’re true stories which I hope will make a difference. 

    So how do me and the team at Sandwell and West Birmingham NHS Trust do this? Primarily through our social media channels using photographs of real people and/or capturing them on video. Whether that’s a member of staff, or a patient, it’s important to us that our comms content is fronted by faces that people can relate to.

    And we are there to guide and support them in telling their stories. 

    As cliche as it sounds, the three hospitals, GP and community services run by the Trust is our patch and we build contacts constantly, working with them to raise awareness of services that will benefit patients, change the way the NHS works and save lives. 

    The Bowel Screening Service is a great example. The team have a giant inflatable bowel. And why wouldn’t that be a great opportunity to create video tour of the bouncy back end? Yes, the bowel was impressive, but even more so was Anna, an enthusiastic bowel screening practitioner who took us on the journey, explaining the importance of the test. The video was a hit – worldwide.

    Millions on TikTok

    It’s currently at 1.4 million views on our TikTok channel with more than 1,100 comments such as “She’s (Anna) wonderful at explaining”, “I have a kit at home, I’m definitely going to use it” and “bowel screening saved my mum. If you have this kit use it.” Anna is originally from Ghana and we saw a sharp rise in views and comments from her motherland.

    TikTok: ‘Welcome to our giant inflatable bowel.’

    Content to us is about spotting an opportunity to tell a story and seizing it. We’ve been doing that for a while now, just in different forms so that we continue to move with the times. 

    We began with filming our videos in landscape – but when TikTok suddenly started to soar, it was the boss who pushed us towards the portrait platform. Yes, it came with challenges. Would we have film the video twice, in landscape and portrait? Would the content have to change completely for the different audiences? How much extra work would it involve for our small team?

    A hit in Bengali

    But we made it work without too much extra graft. After some careful scrutiny of the data, it soon became apparent that audiences on our other channels liked the snappier and shorter films. The inflatable bowel video enjoyed a higher than usual engagement figure on our Facebook page, as did our measles symptoms explainer videos in English and Bengali. Both are doing well on all platforms and there are many others.  

    Reels: Measles advice in Bengali.

    We now post our TikTok vids as reels on Facebook and Instagram and change the aspect ratio to square for X (formerly known as Twitter) and LinkedIn. So yes, we do two different versions but only with minor edits. And yes, it still takes time, but it’s worth it for the results we see.

    Not all our videos go across all channels. And it’s not all about the reels. We use static imagery of our people and patients on Facebook, Instagram, X and LinkedIn. The accompanying posts explain the narrative and the engagement continues to grow as do our followers.

    Our latest campaign incorporating our Trust values and strategy is all about the different characters working within our organisation. We share a photograph each week of someone who has made a difference and give our audience a snapshot into their working life. It’s simple yet effective, as the data again is showing us.

    Storytelling can be done in many different forms. Generic campaign material, with assets using text does have its place somewhere, but for us we must never lose sight of the most important part of our content – the people.

    You can follow Sandwell and West Birmingham NHS Trust on Facebook here and on TikTok here.

    Anuji Evans is external communications manager at Sandwell & West Birmingham NHS Trust.

    CLICK POST: What good Instagram content looks like in 2024

    Instagram has often baffled the public sector yet with some fresh thinking it could work well for you.

    The worst examples I’ve seen of corporate Instagram are a receptacle for every piece of artwork or campaign regardless. The sense of box ticking is as strong as the tumbleweed, frankly. Just because something been posted doesn’t mean it’s worked.

    So what does work?

    Well, firstly, it’s creating a filter around who your audience is. Who is likely to follow you? Who is following you? Instagram is most popular amongst under 30s. It’s visual and increasingly video. Half of all time spent on Instagram is spent watching video, so how can you tailor something?

    The days of Instagram being a place solely for landscape pics, fashion pics or shots of your breakfast have long gone.

    Here’s three examples of good Instagram use to inspire you.  

    Alderhey Children’s Hospital 

    A few years ago, this children’s hospital on Merseyside was involved in a high profile court case involving a baby and medical advice that pointed to switching off the life support machine. The case was traumatic for all concerned and led to a rethink by the hospital on how they use social media.

    Instead of using Instagram as a general bulletin board they asked a simple question: ‘What are we about?’ The answer was they were a place that had inspiring staff doing amazing things for amazing child patience. So, they decided to use Instagram as a place to posting inspiring stories of staff and patients and nothing else. 

    This remarkable approach has generated some truly magnificent content that has been picked up by news outlets across the globe. 

    For example, here’s 13-year-old Ellie who appears in this video ringing the end of treatment bell.

    It’s an emotional video that shows video ringing the symbolic bell then hugging her Mum. It’s beautiful.

    Then there’s this which is a quick staff profile of Linda a catering assistant. 

    Both build a picture of a hospital with real people doing a fantastic job. 

    Leeds Plus Social 

    This isn’t public sector but its absolutely a channel to learn from. Leeds Plus is a news outlet that exists on social media that focuses on the positive. 

    Scroll through and you’ll see stories from across the city with more than 100,000 followers on Instagram. That’s an impressive number. 

    The platform divides its content into seven nicely curated categories including news to food & drink, new venues, local heroes, back in time and events. Want more food & drink? Hit the category at  the top of the channel. The lesson here is to focus on what people want and curate it for them.

    As you scroll down the timeline you get a layer which gives the title of the video. Click through and it uses subtitles to run through the story. Here a £250m tram proposal is being explained in the caption but also the video which tells the story in text on cutaways of Leeds streets.

    Or this which tells the story of the Mr Whippy Vans departing the city park.

    It’s clear that news stories can be covered on Instagram if they are created for uniquely for Instagram and from the ground-up.  

    Yorkshire Dales 

    While video is a driver there’s still room for good photography. Every area has its share of people who celebrate the area with good pics. The trick is to ask them for permission to share them and then credit them.

    Here, a shot taken by amateur photographer Andy Kay is used to celebrate the view. What I also love about this are the comments. One person recognises it as his father-in-law’s land where he first started to dry stone wall. So, connections with the community in an unexpected way.

    From a more day-to-day call to action perspective this shot of the museum flags up the museum as a place to go for events.

    What good looks like

    Anton Mosseri, head of Instagram, recently posted that follower numbers were less important than likes and views per post. This makes loads of sense and navigates around the legacy impact of previous ways Instagram were used. An account may have 20,000 people, for example, but if the content is poor this week it’ll lead to limited engagement. A couple of likes for this is not a great look. 

    The other good thing about this is that it can be understood with a basic grasp of maths rather than buying an external tool. Adobe put ‘good’ at four per cent engagement. So, two likes amongst 20,000 followers at 0.01 per cent is demonstrably poor. To reach four per cent for 20,000 followers would need 800 engagements. 

    Summary

    Instagram is its own channel with its own filter needed to weed out the content topics that won’t work. Will it appeal to under 30s? Is it visual? Can it be video? 

    Consistently, what doesn’t work are pieces of graphic design messaging. The numbers for these are consistently poor.