Crack the Instagram Code: What the 'Best Practices' Update Means for Your Business.
Instagram continues to evolve to help brands and businesses shine on the platform. So, what’s their latest move? Introducing a "Best Practices" section to the professional dashboard! This will be the go-to hub for all account insights, tools, and resources you need as a professional user. This feature gives businesses personalised tips to level up their Instagram game, but what does this really mean, and why is it a total game-changer for brands?
The "Best Practices" feature is here to help businesses and creators nail what works on Instagram. Imagine it as your own custom roadmap packed with savvy tips and action steps to level up your account's performance! This section breaks down essential tips that align with Instagram’s constantly evolving algorithms and platform features, serving as your go-to guide to help professionals maximise their online presence. The "Best Practices" tab is all about keeping it fresh with the latest trends, posting habits, content formats, and strategies to totally engage your audience. From effective tips on using Reels to boost your visibility to savvy advice on ramping up interactions with stories and captions, this feature is all about helping businesses thrive organically and outshine the competition! Instagram's algorithms are constantly shifting, so what was a hit last year will probably not cut it today. The "Best Practices" feature totally breaks through the noise! It gives you the freshest recommendations so businesses can stay in the loop on what moves to make for boosting reach and engagement. This keeps businesses in the know without the hassle of scrolling through an endless amount of articles or trying out strategies that might not align with Instagram’s latest trends.
The recommendations found in "Best Practices" are completely tailored to show how your account is performing. This means that Instagram’s suggestions aren’t just your run-of-the-mill recommendations; they’re actually tailored to give you a helping hand. Whether you’re a small business aiming to shine locally or a big brand wanting to level up your storytelling game, Instagram’s got your back with some super helpful tips tailored just for your niche and what you’re up to. If your brand is feeling a bit lost on what content to create or how to format posts, "Best Practices" is here to save the day as your ultimate guide. This tool is your go-to for nailing the perfect posting times, discovering what content gets the most engagement (think Reels, carousels, or Stories), and finding out the call-to-action phrases that really grab viewers attention. This kind of guidance truly assists businesses craft content that really hits home with their audience.
If businesses get on board with Instagram’s personalised recommendations, engagement levels are sure to increase. Instagram's algorithm loves it when accounts make the most of all its features, like Stories and Reels. So, get creative and show off your skills! When businesses stick to the best practices, they boost their chances of showing up in the Explore feed, connecting with more potential customers, and, in the end, racking up those conversions!
For brands and businesses, time is always of the essence! "Best Practices" takes the guesswork out of social media strategy, giving social media managers and content creators more time to nail their content game! Why waste hours digging through research or trying out a bunch of tactics when you can just tap into Instagram’s know-how? Let them steer your strategy , allowing you to free up resources to focus on other critical aspects of the business!
Whether you're a seasoned social media manager or a small business owner just starting, the "Best Practices" feature is an essential tool to help you unlock Instagram's full potential and stay ahead in the world of digital marketing. Are you ready to optimise your Instagram presence? Explore Instagram's professional dashboard today and start applying these best practices to your strategy!
Written by Heather McMillan, Pique’s Content Executive.
From Wordplay to Trendsetters - How Sabrina Carpenter and Other Artists Turn Songs into TikTok Trends
From Wordplay to Trendsetters: How Sabrina Carpenter and Other Artists Turn Songs into TikTok Trends
In the world of TikTok, music has become a powerful tool for promotion, creativity, and viral trends. Hooks, clever lyrics, and distinctive beats are the lifeblood of the platform's short-form video style. What, however, distinguishes one song from another in this vast landscape? One key factor is clever wordplay - turning lyrics into social media gold that users can latch onto, remix, and repurpose.
Artists like Sabrina Carpenter have mastered the art of playful lyrics, making their songs the perfect soundtrack for the latest TikTok trends. But why do these clever turns of phrase make music so irresistible to TikTok creators? Let’s break it down.
One of the most effective ways music gains traction on TikTok is through repeatable and shareable lyrics. For instance, Sabrina Carpenter's songs are perfect for the creative community on TikTok because she incorporates funny, relatable, and clever lines into them. Consider the following line from her song "Nonsense": "This song's catchier than chickenpox is." This clever pun is sure to turn heads and is a great match for the platform's inclination towards humour and silliness. Users create content, such as lip-syncing or skits, set to these lyrics, which increases the song's visibility. Lyrics that are easy to relate to or have a light-hearted tone have a better chance of becoming a trend on TikTok.
TikTok is all about creativity, and users want to feel like they’re part of a larger cultural conversation. Songs with clever wordplay provide a foundation for that creativity. Artists like Doja Cat and Olivia Rodrigo also tap into this trend, offering lyrics that spark viral challenges, dances, or even storytelling through video. Doja Cat, with her clever and often playful lyrics, is a perfect example of this phenomenon. In her hit "Say So," the line, "Didn't even notice, no punches left to roll with," led to a viral dance challenge that took over TikTok. The playful nature of the lyrics gave users the chance to not only dance but create fun, dynamic content that invited others to participate. This type of engagement fuels virality, helping the song spread across the platform.
One reason why clever wordplay does so well on TikTok is that it frequently draws on situations that people can relate to. For instance, Sabrina Carpenter's lyrics are so light-hearted that they seem like an inside joke. Users are more inclined to incorporate a song's sound into their own videos if the lyrics speak to their personal experiences, be it in relationships, social situations, or just day-to-day living. Olivia Rodrigo’s "drivers license" became a viral sound on TikTok because its lyrics struck a chord with users' real-life emotions. Though not overtly playful, the way she weaves relatable storytelling into the song creates a deep emotional connection. TikTok users jumped on the opportunity to share their own stories, amplifying the song’s reach across the platform.
TikTok’s music-driven trends show that the right combination of clever wordplay, relatable content, and an engaging beat can turn a song into a viral sensation. Sabrina Carpenter, along with other artists like Doja Cat, Lizzo, and Olivia Rodrigo, have harnessed this formula to make their music not just heard but experienced in creative and communal ways. On TikTok, music isn't just background noise—it's the heartbeat of a trend. By creating lyrics that are catchy, clever, and easy to engage with, artists can use TikTok as a powerful promotional tool, driving their songs up the charts and into the ears of millions around the world. Whether it’s through playful wordplay or relatable storytelling, music and TikTok are shaping the next generation of viral moments.
by Heather McMillan - Content Executive at Pique Agency.
From Textbooks to TikToks: My Journey from Marketing Graduate to Content Creator.
Earning a bachelor’s degree is a huge accomplishment, and I felt like a new chapter
in my life was beginning when I received my marketing degree. My journey from a
marketing student and to a full-time Content Executive role for Pique Agency has
been nothing short of transformative.
From digital marketing and branding to consumer behaviour and market research, I
was exposed to it all throughout my coursework. Among these, content creation
stood out to me. The idea of crafting compelling stories and engaging visuals to
connect with audiences inspired me. As I began experimenting in video editing
and social media content creation, I discovered that this was something I was truly
passionate about.
My marketing degree provided a solid foundation in understanding market dynamics,
strategic thinking, and the importance of data-driven decision-making. Courses like
Digital Marketing and Consumer Psychology were particularly influential. They not
only equipped me with theoretical knowledge but also practical skills through group
presentations and projects. I learned to create content that wasn’t just creative but
also aligned with broader marketing goals.
Being able to gain experience from Pique Agency throughout my studies was my
creative bootcamp. Picture this: a buzzing boutique marketing agency, tight
deadlines, and an endless stream of ideas. I was thrown into the deep end, creating
content for diverse clients. From brainstorming sessions to analysing performance
metrics, I learned to blend creativity with strategy.
Graduation was both a finish line and a starting gate. Armed with my degree and a
portfolio bursting with creativity, I set my sights on the content creation world. I
jumped straight into a full-time job with Pique Agency and haven’t looked back since.
Now, my days are a whirlwind of words, visuals, and ideas. I craft content that
dances across social media, blogs, and websites. I dive into analytics, uncovering
the secrets hidden in engagement rates and click-throughs. Every project is a new
story, every campaign a new adventure. The creative chaos is exhilarating, no days
are the same, and I wouldn’t have it any other way.
by Heather McMillan - Content Executive at Pique Agency.
End of an Era: Saying Goodbye to Traditional Social Media Influencing
The fascinating new frontier of social media influence has emerged in an
internet age where one post can start a worldwide trend and a TikTok
video can make an average person famous in an instant. What started
as an individual platform for sharing selfies and favourite products has
transformed into a powerful marketing juggernaut, altering our methods
of connection, consumption, and production.
In the early years of social media influencing, platforms such as
YouTube were among the first sites that established the groundwork for
social media influence. Most influencers were bloggers or youtubers that
specialised in topics such as beauty, fashion, and tech. Influencers were
valued because of the genuine feeling of community they fostered and
their deep honesty. Individuals looked up to early influencers because
they felt as though they knew them and trusted their judgement due to
most of them being regular people with the confidence to pick up a
camera and talk.
Coming into the mid-2010s, Instagram became a dominant platform for
influencers, particularly in the fashion, beauty, and lifestyle sectors. The
influencer aesthetic and visual content both rose to popularity in the
culture of social media. More and more sponsorships and collaborations
emerged as brands realised influencers could be a powerful marketing
tool. Affiliate marketing, product placements, and brand collaborations
became major sources of income for influencers. Travel, fitness, food,
and gaming are just a few of the categories that influencers have
branched out into. Influencers have also taken to using Twitter and
Snapchat to provide a variety of information and interact with their
audiences.
Moving on to the late 2010s to the early 2020s, the influencer market
became saturated, making it harder for new influencers to gain traction.
Audience scepticism also grew as followers questioned the authenticity
of sponsored content. Brands shifted focus to micro (10k-100k followers)
and nano-influencers (1k-10k followers), who often have higher
engagement rates and a more dedicated, niche audience. These
influencers were seen as more authentic and relatable. Particularly
among younger generations, TikTok became a formidable platform.
Because of its algorithm, up-and-coming influencers might become
famous quickly, levelling the playing field. It all comes down to video
material, especially short-form videos. TikTok and Instagram Reels
gained traction, while YouTube’s prominence remained stable.
In the current space of social media, influencers are increasingly
transparent about sponsored content and partnerships to maintain trust
with their audience. Authenticity remains a key factor for influencer
success. Influencers can connect with their followers in real-time through
live streaming on platforms such as Twitch, Instagram, and TikTok,
which helps to build a stronger community. The popularity of interest-
based vertical platforms and niche communities is on the rise, this can
be seen through the growing number of podcast communities such as
Barstool Sports by Dave Portnoy and Unwell by Alex Cooper.
The development of social media influence mirrors larger shifts in digital
marketing, customer habits, and technology. As new platforms, tools,
and social trends emerge, influencers’ methods of engaging with their
audience and monetising their material undergo constant evolution,
however the core concepts of authenticity and community stay constant.
Instagram has a new rival…
Throughout its history, TikTok has been a trailblazer in the rapidly developing realm of social media. After becoming famous for its entertaining short videos, TikTok is branching out with its newest app, "Notes”. Launching in Australia and Canada, this innovative platform will change the way we record and share our everyday experiences. It resembles Meta’s Instagram, with a few tweaks here and there, to the untrained eye.
Have you heard? Instagram now has a new rival…
Throughout its history, TikTok has been a trailblazer in the rapidly developing realm of social media. After becoming famous for its entertaining short videos, TikTok is branching out with its newest app, "Notes”. Launching in Australia and Canada, this innovative platform will change the way we record and share our everyday experiences. It resembles Meta’s Instagram, with a few tweaks here and there, to the untrained eye.
TikTok Notes is an app with a modern twist; it's like a digital journal. Notes provides an innovative blend of organisation, social connection, and creativity by combining the elements of TikTok with the more traditional method of taking notes. Picture a place where you can add a little of TikTok's flair while writing down ideas, sharing quick moments, and documenting your daily life.
Notes is different from other note-taking apps as it allows you to attach various forms of media to your entries. Bring your journal entries to life by inserting content including images, videos, voice notes, and even TikTok clips. Customise your notes to match your style and personality with a variety of filters, stickers, and drawing tools. If you're looking to add a little charm to your photos, whether it's a quick sketch or a sticker, the choices are unlimited.
There is now only “limited testing” and download access in Canada and Australia which can be seen as a calculated move by TikTok. These regions are perfect for releasing new features because of their avid social media users and generally tech-savvy population. Starting in these countries will allow TikTok to collect useful input and improve the software before launching globally.
With the rise of digital technologies, TikTok Notes provides a novel approach to digital diaries. This is the kind of place where imagination and functionality come together, making it easy to record and share special moments.
When it comes to keeping a journal and expressing oneself, TikTok Notes is going to be revolutionary.
Featuring a combination of multimedia features and the user-friendly note-taking experience, it provides a fresh and captivating method to record life's memories. If you want to be among the first to use this revolutionary platform, be sure to keep an eye on the app stores. Happy notetaking!
Creative Collectives.
With the recent closures of gal-dem, Babyface and Marguerite to name but a few, you could be forgiven for assuming that the days of the creative collective were over…
With the recent closures of gal-dem, Babyface and Marguerite to name but a few, you could be forgiven for assuming that the days of the creative collective were over.
“The world was a very different place when Marguerite launched in 2015. Feminism, culture and the workplace look very different now”.
Marguerite ‘The End’.
Whilst strides have undoubtedly been made, findings from the Creative Majority Report published by Kings College London make it clear that Britain’s creative economy is still failing to adequately represent the diversity of voices and talents that exists on our shores. According to this report, women, racial minorities, those from a working-class background, people living with a disability, and those living outside of London and the South East, remain significantly under-represented in the creative and cultural industries, particularly in senior decision-making roles and key creative professions.
“Straight, able-bodied, white men living in London are only 3.5 per cent of the UK population. Nevertheless, this small minority still dominates the creative sector, and in particular occupy a vast number of the most senior creative roles”.
The Creative Majority Report.
Change is desperately needed and in banding together, creating new networks and promoting each other’s work, the collectives below are just some of those leading the charge.
Aurelia is an award-nominated independent publication, uplifting the first-person stories and opinions of marginalised genders. They commission freelance writers every month, covering topics such as identity, lifestyle, love and connection, and personal responses to news, politics and culture.
This London-based based radio station is on a mission to showcase the best emerging talent in the underground music scene. The station is led by a diverse group of women and members of the LGBTQI+ community with women always on the forefront of their agenda.
BRICKS is a London-based independent print publication and online platform exploring social-political issues within fashion, music, arts and culture. They connect the best emerging creatives in fashion and art with world-class talent, as well as amplifying the voices of the new generation of climate activists, BLM organisers and trans rights activists.
A London-based multidisciplinary collective and platform for artists of Asian heritage. Co-founder Roxy Farahmand states, “we couldn’t be a collective without this sense of kinship. I think art is a powerful tool for change, especially through communal action. The most impactful social change happens together and a lot of our work is event-based to create a space where we can connect and work together.”
AZEEMA is a print magazine, online platform, community and creative agency, exploring the strength and creativity of women and non-binary folk of the Global Majority with a focus on WANA+SA.
Onyx, a collective of disabled creatives who have lived experience of racism, publish Practising Unapologetics!, a zine looks at themes of survivorship, de-colonisation, homelessness, architecture, accessibility, identity, activism and more.
Newsletters We Should All Subscribe To.
Entertaining and informative email newsletters.
In an era awash with content, it is easy to overlook the value and delights of an email newsletter.
Providing welcome relief from the deluge of visual assets that is the modern social media feed, these written missives exist as a veritable pick ‘n’ mix of ideas, knowledge, current affairs, humour and empowerment, metaphorically wrapped up and festooned with balloons.
Below are some of the best that we have found so far.
The concept of this small yet perfectly formed newsletter is so simple yet so brilliantly clever that we’re mortified for never having thought of it ourselves. In the first section, creator Jessica Stanley includes a series of excerpts from books or articles that she has found interesting. In the second are listed some interesting things that she has seen and in the third, something (or several things) that have made her think. It is so simple, yet so thought provoking and informative, with links included to all discussed.
Subscribe here.
Essential reading at Pique HQ, strategy expert Jack Appleby’s weekly newsletter is a goldmine of information on social media, influencer marketing , creativity and more. An incredible resource for agencies, brands and content creators alike.
Subscribe here.
This pop-culture newsletter is perfect for those of us obsessed with celebrity culture (guilty) and the ripple effects in wider society . Creator Jessica Redd Kraus writes in away that is thoughtful, intelligent and highly entertaining. Sporadic dispatches are available free of charge while paying subscribers gain access to the official newsletter.
Subscribe here.
Insider Edinburgh
Managed by Pique, Insider Edinburgh is a monthly newsletter with news, reviews and recommendations for what’s happening in our own home city.
Subscribe here.
Content and the Attention Economy.
Content and the Attention Economy
Nobel Prize winning political scientist Herbert A. Simon coined the term “attention economy” to describe how the abundance of information creates a “poverty of attention” more than forty years ago. In other words, before social media supercharged our scrolling and changed how we process information forever.
According to Facebook, users spend an average of 1.7 seconds on piece of content when accessed from a mobile and an average of 2.5 seconds when accessed from a desktop. For Gen Z audiences, the combined average drops to 1.3 seconds. While these stats have left many wringing their hands, much can be processed in a short space of time. According to Nielson Research, impressions lasting 1-2 seconds amount to 38% of brand recall, 23% of brand awareness and 25% of purchase intent. The value is evident. The question is, how can we make our content as compelling and memorable as possible?
Grappling with Google Analytics 4.
GA4 has officially replaced Universal Analytics - what does this mean for you?
When Google officially replaced Universal Analytics with GA4 on July 1st 2023 many of us were left with the same question - what is the difference? According to Google, GA4 is designed to address evolving measurement standards and help businesses succeed. In short, GA4 responds to the growing importance of GDPR and online user privacy.
The change is part of a larger shift away from non-GDPR compliant third-party data and towards ethically collected first-party data.
While users may notice a change in segmentation reporting (an area very much reliant on third-party ‘cookie’ data), GA4 offers greater insight overall and signals a positive step-forward in terms of quality data analysis.