Tag Archive for: CBCDoubleTap

Foods, sweets in particular, are interlaced with our memories and carry a great deal of nostalgia. With that in mind, it’s no wonder that brands have capitalized on consumer’s love for childhood treats and achieved sweet success.

But, how exactly did they do it? Three steps: these companies know the value of brand strategy, they consistently seek out ways to stay relevant, and they fully understand the power of “aesthetic” in the digital age.

If you want to expand your reach on social media, then understanding each channel’s newsfeed algorithm is a step in the right direction.  Think of each algorithm as a set of rules that the system follows when organizing content.

As digital marketing specialists, we could write a novel on the subject, but for time’s sake we’ve listed some highlights and quick tips to make you an algorithm expert. Let’s start with the social platform that has made “algorithm” a household word…


<1% organic reach

Ahhh, trusty old Facebook. As one of the oldest social platforms (created in 2004), one can imagine the number of changes it has seen. Facebook has updated its News Feed display algorithm countless times over the past decade, but it made especially big waves with its announcement in January 2018. See our blog post about the new Facebook update for a detailed breakdown of how they are trying to bring Facebook back to ‘the people,’ but a few main takeaways include:

  • Strategically boosted posts and Facebook ads are more essential than ever.
  • ‘Meaningful Interactions’ will rank higher, another reason to create authentic, engaging content.


~10% organic reach

You may remember that Instagram’s feed started out chronological, and then moved to an algorithm in 2016 (to the dismay of many users). Since then, the platform has added new capabilities (stories, highlights, follow tags, etc.) and recharged its algorithm to keep up with the demand for authentic content. If you’re looking to optimize content for Instagram’s current formula, here are some highlights:

  • Facebook owns Instagram: Similar to what we just covered, meaningful engagement ranks your content higher.
  • Stories matter: The algorithm takes story posts’ activity into account. Keep up those real-time updates!
  • Time matters: How fast can you respond to comments and messages? How long can you keep their eyeballs on the prize? The quicker you are and the longer they watch, the better.
  • Strategic hashtags: Remember, people can follow hashtags as well now, so consider using something “popular” that still fits your brand. At CBC, we like to create lists of relevant hashtags to have on hand for our client’s content and make additions as new ones arise.


If you’re starting to feel a loss of control over when and where your content is displayed, then take solace in the fact that you still have the ability to choose “Top” versus “Recent” content in your LinkedIn homepage feed, thanks to its Sort functionality option.

LinkedIn is a great place to share company culture and industry insights, and users are automatically served Top posts, arranged by LinkedIn’s algorithm. So, consider the following if you want your content floating to the top:

  • Relevance: Tailor content to your LinkedIn audience. Always think: Do they care about this news? Is it helpful? If LinkedIn users “Hide” your post, it will negatively affect position.
  • Big surprise… engagement matters! LinkedIn will let your content hang out for a while and register any likes or comments before moving it up or down the feed. So, ask a question or pose a tip! Adding a call-to-action is always the best way to increase engagement.
  • Go beyond the newsfeed: Participate in LinkedIn groups that are relevant to your organization. Join conversations that are already happening about your industry. Share posts from other people and brands. All of this will increase your reach, thus helping your post’s initial score.
  • Be on time: Since we know LinkedIn lets your content hang in the timeline at first, you should aim to hit users at primetime. Some say 8pm is the magic hour, but check your analytics to be sure.


Twitter’s algorithm can be a little confusing due to multiple parts, so buckle up. Twitter technically still displays all tweets in your timeline in reverse chronological order, but you might have to scroll to get there. In 2015, it began introducing such updates, and currently, you still have the option to manage timeline preferences.

There are three sections; let’s break them down:

  • Ranked Tweets: Twitter uses an algorithm to determine what is most relevant to you.
  • ICYMI – In Case You Missed It: These may also be relevant according to the algorithm, and they are from several hours or days ago.
  • Reverse Chronological: Newest on top.

And here are a few tips so your content ends up in those top two sections:

  • Broken record here… engagement matters! Consider both ends; post tweets that elicit replies, and make sure you reply back to followers.
  • If at first you DO succeed, try again: Repurpose content that has been performing well. You can check out Twitter analytics and determine which tweets were most successful.
  • Video, Video, Video: Visual content gets noticed. Videos are six times more likely to be re-tweeted.
  • Strategic Hashtags: Similar to Instagram, find specific/relevant tags that work for your brand. It can also be helpful to jump on trending hashtags.
  • Timing: Similar to LinkedIn, consider time of day so that your initial tweet receives the most eyeballs.


There you have it, in a large nutshell. Algorithms rule the social world, so it is important as marketers to ride the wave and dive in headfirst. Learn all you can, in order to be visible – great content should be seen. Follow the rules, just like an algorithm!

Minimalism: it’s like taking a long swig of refreshing water after a sweaty spin session. Minimalism has us feeling good in 2018, cutting out unnecessary clutter and clearing out the junk in our basements. The public has caught onto the trend, but what about brands? As strategic visual content is an essential element for digital success, we see brands approaching their content through all sort of different angles. Our POV? Sometimes less is more.

What is Minimalism?

Minimalism is a mindset, design concept, and art movement; an all-in-one “lifestyle” approach that only explores the essentials and is the perfect fusion of simplicity and authenticity. Take it from Joshua Fields Millburn and Ryan Nicodemus, AKA “The Minimalists”:

“Minimalists don’t focus on having less, less, less; rather, we focus on making room for more: more time, more passion, more experiences, more growth, more contribution, more contentment. More freedom. Clearing the clutter from life’s path helps us make that room.”

Minimalism is taking over in 2018 and it’s important for brands to notice. Interested in applying this concept to your developing brand? Follow our tips below.

1. Reach into your Art Box… 

The beauty of minimalism is that the viewer is not burdened with an overly-complicated message. With minimalistic advertising, the message is clear and concise. Minimal text, color, and often-times monochromatic design make up these commonly clever images. KISS (Keep it simple stupid) is the key to minimalist success, where the artist eliminates all unnecessary information and uncovers meaning.

Takeaway: Think about minimalism as it applies to collateral: packaging, menus, website layouts, brochures, print and digital ads, etc. These materials should focus on uncluttered imagery, recognizable iconography, and direct copy.

2. Think of social media as your virtual art gallery

Let’s face it. Social media has become a digital gallery right down to the curated pictures and clever captions … the only piece missing is the free wine and cheese. Specifically, on Instagram, users strategically design their feeds to be minimalistic, using a precise color palate, filter, and perspective. The appeal of these aesthetically-pleasing accounts goes beyond the fact that they are nice to look at – they also show discipline, artistry, and a strong sense of identity.

Takeaway: Pick a distinct “theme” on your social media channels, and create a collection of images that display a recognizable brand image, without distracting add-ons.

3. Establish minimalism as a state of mind

Minimalism is a lifestyle and adopting it in all aspects can contribute to the overall “health” of your brand. Think about the value you want to add to your business and cut down on the products and applications that don’t help you achieve it. This type of minimalism helps to rid your brand of excess in order to focus on what’s really important –identity, customer satisfaction, and growth.

Takeaway: Everything about the way your brand runs and presents itself should be simple, intentional, and focused. Simplify the user experience, choose social platforms that align with the vision of your brand, and focus on growing customer relationships by engaging in meaningful conversation.

To us, it seems that the fad of minimalism is here to stay – and rightfully so. As marketers, it should always be our goal to simplify messaging and user experiences. To apply this thinking, remind yourself to “Always question if ‘more’ is really the answer. Sometimes, ‘enough’ is better.”


Our own Jen Newberg writes about why the TV spots during the Olympics should be recognized and which ones stood out.


Passion. Tears. Excitement. Energy.

I love the Olympics. No, really, I LOVE the Olympics. I love the comradery, the sportsmanship, the joining of nations and people to compete in something they are all so passionate about.

This year, though, there was something besides the actual events that really stood out – the commercials. This year’s commercial line-up caused me to do something very rare. I wasn’t switching channels when they came on, or running to do housework, or getting up for some other reason. I was glued. Why? Simply because they told stories.



Tugging the world’s heartstrings

I remember when P&G first launched its “Thank you, Mom” series, there were tears. Lots of them. And they didn’t stop this year. Their #LoveOverBias spots still have the “Thank you Mom” message but were slightly more edgy, and despite some controversy, they still had America crying. As Adweek wrote, this campaign truly championed the importance of diversity.



The journey of an athlete

Then there were the ads that focus on the athletes and their personal journeys. The fast-paced, documentary-style ads with powerful music and emotional stories had me glued. The ones that show athletes never give up and fight to be where they are. These are my favorites this year:



Despite NBC’s statement sharing the network hit record highs for ad sales, some of its biggest advertisers cut back this year and found other more efficient ways to spend their money, including digital.


The rise of storytelling

Since CBC launched its SIDEBAR Studios, I have had the opportunity to understand what makes content really impactful. This year, more than ever, the commercials that stood out was because of the storytelling they were doing. The blur between content and advertising. But, my question remains, will brands start putting more dollars against digital content (like what we’ve been doing at CBC) or will commercials and big-budget ads start to wane away? If the ads continue to have a storytelling approach rather than a selling approach, then they’ll continue to be engaging, inspiring, and successful.



Jen Newberg
Director of Business Development