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As an entrepreneur or digital creator, understanding how social media works is imperative to your brand. 

There are many ways you can leverage social media platforms like Facebook, Instagram, and Twitter.

In this episode of Lights, Camera, Live, I brought on the world's leading Instagram expert, Jenn Herman. Jenn is a social media strategist, the author of four books, and the founder of Jenn's Trends.

She also recently launched two brand-new Instagram courses for real estate and B2B professionals.

If you have questions about Instagram, Jenn is your go-to person. In this episode, you'll learn about:

• Instagram's top changes in 2020

• How you can improve your Instagram content strategy in 2021

• Jenn's courses for realtors and B2B professionals

Let's get started. 

What were Instagram's biggest changes in 2020?

Although Instagram released many features in 2020, two rollouts made the most waves.

First, Instagram released Reels. Reels is Instagram's response to TikTok, which according to the head of Instagram, Adam Mosseri, is their biggest threat.

When Instagram Reels was first released, it was glitchy with room for improvement. But, over the last several months, Reels has evolved. Instead of 15-second options, there are now 30 seconds. There are also new filters, effects, audio clips, and more.

Jenn notes that while everyone thinks they "have" to create reels, it's actually one of her least favorite features. While writing an article for Social Media Examiner about the release of Reels, she spent over an hour trying to create a 15-second clip.

Although it may take some time to figure out how to create and share a Reel, they are beneficial. 

Whenever a new feature is released (on any social media platform, for that matter), you'll be rewarded for using it.

Jenn explains that for a new feature release such as Reels, you'll get more views on your content because Instagram will push your content to more people, which is an excellent opportunity for exposure.

However, if you choose not to use a new feature, you won't necessarily be punished. You may see a slight drop in reach or engagement but as long as you create quality content, just continue to do what works for you.

Jenn's favorite 2020 feature release didn't get a lot of attention, and many people still don't know about: Instagram Guides.

Guides are similar to story highlights but for your feed. You can create a gallery, or "guide," of content surrounding a specific topic, and you can add content from yourself and others.

With Guides, you can create user-generated content for your product or service. 

For example, Jenn has a Guide set up with Instagram news and updates. Instead of someone scrolling through her entire feed searching for a topic, they can quickly see her top five picks.

Unfortunately, many people don't know about Guides or where to find them. To find Guides, click the newspaper icon in the menu bar across someone's profile.

If you create a Guide, always promote it and let your audience know what information they can find there. 

Because Guides are separate from stories, you can't add them to your story highlight section. But, you can create a story to direct your audience to each Guide when you make them, and then link those stories to your highlights.

How can you improve your Instagram content strategy in 2021?

Even though we're already into February, it's never too late to learn new techniques to leverage Instagram in your 2021 content strategy.

Consumer behavior and trends are always changing, which means your content strategy can be fluid throughout the year.

Although there are some rumors about how much and what kind of content to post every week, Jenn explains the most important rule to remember is quality over quantity.

You have a business to run, and there are other social media platforms to engage with your audience on! There's no need to share one feed post and five stories a day, and five reels a week.

Focus on creating quality content that your audience can relate to and engage with. 

If someone slows the scroll to watch your post a little longer or click the three dots to read your full caption, that's a positive ranking on Instagram's algorithm.

The more you engage with someone's content, the more it will show up on your feed. 

Your goal should always be to create and share content that serves your audience in the long run. 

For example, if you're a realtor, you shouldn't ONLY post houses for sales and new listings.

Why? Because if your audience isn't currently looking to buy a house, your content is irrelevant.

There needs to be a balance with your content. Try sharing images from inside the house, like a Chef's kitchen or a beautiful sunset in the backyard, instead of the same listing flyer.

Then, mix in content about what’s happening in the community. Think about what you can educate your audience on:

• New schools or shopping centers in the area

• Zoning laws

• Neighborhood events

And other resources, like home decor or winterizing your home.

Finally, remember your audience wants to learn more about you as well. Sprinkle in content about you and your family, so your audience feels like they know you.

When people hire a realtor, they want to know you. How many homes you've sold and how many awards you've received have an impact, but they also want to see if they like you and can work with you for the next three to nine months during a home buying process.

To find more local followers in your market without paying for advertising, take advantage of location-based tags and hashtags.

Start tagging local parks, concert venues, beaches, and museums in your posts. Then, you'll start showing up in location searches.

You can also use geographic hashtags. Jenn gave examples of #SanDiegoMoms or #SanDiegoActivites, based on where she lives.

Once you start showing up in search results with educational and lifestyle content, you'll be on someone's radar. Then, when they're in the market for a realtor, they'll remember you and feel like they can trust you.

When asked about what NOT to do on Instagram, Jenn immediately mentioned hashtags. 

Some sources deter you from using the same hashtags on your posts, but Jenn says it's okay. You can copy and paste the same tags from one post to another without any negative consequences.

Additionally, don't add popular, generic hashtags to your bio. If someone visits your profile and clicks on one of those hashtags, it'll take them AWAY from your profile and to someone else's content.

There are only 150 characters in your Instagram bio, so use it strategically. 

Put in actual words and phrases that represent you and your business, who you are, what you do, and what's in it for them when they come to follow you.

More about Jenn's new Instagram courses

Jenn recently launched two new courses exclusively for Instagram realtors and B2B professionals. Both are NOT drip courses, meaning you get all of the content at once, so you can work through them at your own pace.

The first is Instagram for Real Estate, which includes eight videos and six hours of content; a deep dive into everything Instagram for the real estate space.

Topics include:

• How to set up your profile for success

• How to drive leads and traffic

• Content strategy for your feed and stories 

• Driving traffic to your website and growing your audience

• Understanding insights and metrics to create better content

Over the years, Jenn has worked with many realtors and has spoken at numerous real estate events. She's taken the knowledge she has learned and turned it into this course to help you leverage Instagram for your real estate business.

If you're a realtor but don't have time for the course, suggest it to your virtual assistant or social media strategist to help them brush up on their skills.

The second course is Instagram for B2B, with another six hours of content. While it has a similar flow, it is exclusive to those in the B2B industry, with examples from manufacturers, logistics companies, consultants, and coaches.

Topics include:

• Deep dive B2B tactics to drive sales and traffic

• How to build your funnel and lead generation

• How to set up a profile that maximizes traffic

• What types of content do and do not work 

• How to upload content, including what your captions show be, and how to create CTAs that drive revenue

Jenn has worked with B2B brands for years, and many times, they don't understand Instagram or think they can use it. But, with the right tools, they can.

How to stay updated with the newest Instagram trends

Because many conferences aren't happening this year, Jenn is focusing more on private training and consultations. These courses are your opportunity to get full access to her and her knowledge.

To stay updated with the newest Instagram trends, you can also follow Jenn in a few different places. 

After new features are released, she shares them in the Jenn's Trends in Social Media Facebook group. Once enough people have tested the new feature out, and Jenn has a good understanding of their reactions and experiences, she writes a blog post. 

Additionally, Jenn shares short YouTube videos once a week to answer commonly asked questions. 

Finally, Jenn is starting to become familiar with Clubhouse. She has been a guest on some shows and may consider holding monthly AMAs on Clubhouse in the future.

As a business owner, Instagram is a huge opportunity to reach a wider audience and engage with potential customers.

How do you plan to incorporate Instagram into your 2021 content strategy? 

Let me know in the comments what features you're excited about and what you think about Jenn's course offerings.

Thank you to Restream for sponsoring Lights, Camera, Live!

If you haven’t heard, Restream allows you to broadcast live video to 30+ social networks at the same time.

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