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6 tips every copywriter should know

By | Stories | No Comments

The moment a new starter joins the Media Mortar team – from intern to manager – they are provided with our Media Mortar copywriting rules, aka our writing do’s and don’ts.

Why? Because, as a content marketing agency delivering copy across websites, social media calendars and blogs (to name a few), we want to ensure they are set up for success to deliver un-scrollable copy from day one.

Whether you’re new to the wordsmith game or you have notched up a few bylines and experience putting virtual pen to paper, we’ve collated our top six tips every copywriter should know and the rules each Media Mortar employee is sworn to follow.

Let’s go!

1. Avoid weasel words


So, you’ve finished your first draft of a blog, great job. Now print it out (or Control F for the paperless approach), grab your red pen and scan your document for weasel words.

We’re talking about – ‘that’, ‘just’, ‘some’ and ‘very’.

Once you’ve identified your weasels, re-read each sentence. Do you need them? Do these words make it stronger? Are they necessary? We’d hedge our bets the answer is no.

Like their mammal namesakes, which are notorious for slipping into chicken coops through undetected holes and raiding nests (thanks, Google), these words slide into copy the same way and raid your article from growing to its full potential.

As proud as a farmer would be to save his chickens, your weasel word edit is equivalent to patching the hole of the chicken coop’s fence *pats back*. In one fell swoop, you’ve taken your piece of work to the next level.

Copywriter: 1

Weasel words: 0

2. Create or reference a brand style guide

Before you open a fresh Word document and start tapping away at the keyboard, check if there’s a brand style guide or tone of voice document for you to follow.

Most brands or businesses will have (read: should have) invested in a brand style guide that outlines their brand personality and tone of voice. A well-developed brand guide will also have examples to show you – even better.

If you don’t have one to follow, we recommend following the principles of storytelling in your writing as your guide. You can learn more about the importance of using storytelling in this blog.

Depending on your role in the organisation, you may want to flag this as something to develop moving forward to ensure each piece of work is singing from the same brand song sheet.

3. Write a draft and come back to it with fresh eyes


In the words of Ernest Hemmingway, “Write drunk, edit sober”.

While we don’t encourage drinking on the job, the meaning we take from this famous phrase is to write without any inhibitions and then come back to it with a clear focus.

When you take a break from a piece of copy and come back to it, you’re more likely to pick up spelling and grammar errors or find a new (stronger) way of phrasing a sentence or paragraph.

If I had a dollar for every time I said, “I’ll have another look with fresh eyes tomorrow”, I’d probably be sporting a new Gucci handbag with the profits.

Don’t think this only applies to long pieces of copy, such as blogs. We recommend giving every piece of content the fresh eyes treatment, even your content calendars.

4. If you’re not in the mood, put the pencil down

Writer’s block, brain freeze or creative slowdown – whatever you want to call it. If you’re experiencing it then walk away or move on to another task.

We live in a time-poor world, so don’t waste time staring at a blank screen if you know you’re not in the mood or feeling it.

Over time, most writers will know when they are most creative and write best. For me, I’m most creative in the morning. I know there is absolutely no point starting a new blog at 4pm unless it’s to start research for its inclusions; I’m more a dot-point-type-of-writing-gal after 2pm, if I’m completely honest.

Knowing when you’re most creative is a powerful tool to have in your workbelt – so use it. Plan your day or week around your zones of creative genius and block out time in your diary to knock over those writing tasks when you know all the puns, quips and analogies to make your work sing.

5. Get a peer review on all of your work

As the saying goes (in the Media Mortar office), a piece of pork belly should always be twice cooked and so should your words.

This means nothing leaves our outbox without it being reviewed by a second person – from social media calendars to blogs; everything goes through two rounds of internal revisions before we press ‘send’ to our clients.

Why? It’s a known fact when you’ve been working on something for too long, your brain reads what it thinks it sees, meaning you’re less likely to pick up any sneaky typos.

We’re in the business of delivering work to give our client’s time back in their diary to focus on other tasks, so we 100% don’t want to steal any time back with them picking up pesky spelling mistakes.

The result? Fewer revisions = more efficient work for both parties = happy clients (and agency).

6. Be more active, less passive with your writing


Did your new year’s resolutions include being more active?

Kudos to you – you’re writing will thank you.

While running, cycling or swimming will keep your body *tight*, there’s a new way to keep active to keep your writing equally as *fit*.

For anyone who has heard the words active voice or passive voice but is still unsure what the difference is, here’s is a quick explanation thanks to our favourite tool: Grammarly.

Active: the subject performs the verb’s action
Passive: the subject is acted upon by the verb

Channelling my future Gucci handbag purchase, let’s use their example: ‘The cashier counted the money’ (active) versus ‘The money was counted by the cashier’ (passive).

Writing with an active tone delivers strong, clear, punchier copy and a banging piece of work.

Happy writing!

If you’ve landed on this article to learn more about copywriting or ‘blogging’, you might find this article helpful too.

By Rochelle Vaisanen

When not climbing mountains on two wheels, Rochelle can be found on the hunt for the best almond croissant around town. A lover of good coffee, food and wine, and with a passion for travel, Rochelle is always on the lookout for new adventures locally and abroad.


How to create a social media style guide

By | Stories

It’s as simple as this: if your business is on social media, you need a social media style guide.

Without one, you run the risk of inconsistency, mistakes and confusion on the very channels that work like a megaphone for most businesses, social media.

Adhering to a social media style guide keeps your brand’s look and feel consistent, helps onboard social media team members with ease and builds credibility online by exercising a cohesivity across all platforms.

Read on for our suggestions to make a rigorous social media style guide.

1. Social media policies

Your social media policies should sit at the top of your style guide, outlining your company’s rules for working with social media platforms.

Keep your policies short and sharp – you want this document to be read after all!

Example policy: Team members must have their access revoked from social media accounts if they leave the business for more than 14 days.

2. List your social media accounts

style_guide_listYour social media style guide is a simple way to keep track of all your accounts, so creating a list will ensure they’re consistently named (e.g. @mediamortar) and saved in the one spot, easily accessible when you need them.

You can also add here what type of content you do on each channel and frequency for each – e.g. Reels, IGTV, carousels or IG Guides.

Tip: Send new-starters the list of your accounts and ask them to follow each account, this will keep them up to date, and it will also give you more exposure!

3. Approval process

Unfortunately, social media mistakes are inevitable, but putting an approval process in place will ensure errors get picked up before they’re sitting on the little-internet.

Include in your social media style guide how your posts will be checked (pro tip: scheduling your content will help this!) and approved and who will review the work when the reviewer is on leave.

Tip: If a review process is unattainable, think about a checklist that can be ticked off before something is posted.

4. Tone of voice and audience

style_guide_tone_of_voiceThere’s nothing worse than a social media channel where every post reads differently – it’s the equivalent of listening to someone talk in a noisy room. Who said that?

By clearly outlining your target audience, you can determine the tone of voice you’ll carry throughout your brands’ channels.

Tip: Choose 10 adjectives that describe your brand image and tone – then list them under this section of your style guide (e.g., casual, modern, fun, soothing).

5. Frequently used terminology, industry specific language, and deal-breakers

Create a list of appropriate slang, frequently-used terminology, and industry specific language – but also create a list for your brand’s ‘deal-breakers’, inappropriate words and phrases.

If you want your team to avoid certain cliches (‘there’s something for everyone’, ‘for all tastes and budgets’, ‘this hidden gem’), make sure they’re listed here too.

Tip: Consider whether dad jokes and terrible puns are ok for your channels- or whether it’s more appropriate for your brand to stick to the facts and avoid colloquialism all together?

6. Preferred dictionary, grammar, spelling, and punctuation

You wouldn’t read two chapters of a book and expect a different style of writing or grammar on every page, and same goes for social media posts.

Do you use serial (aka Oxford) commas? How many exclamation marks are too many? Will you use the UK or English dictionary to reference?

In this section of your social media style guide you’ll also want to spell out how you write out numbers, date, and time conventions.

Tip: If you have a grammar style guide for printed works, you can use this when creating your social media style guide. However, do keep in mind, social media is more casual, so some of your pre-existing rules for copywriting might not carry over to social media.

7. Emoji use – yay or nay

Does it make sense for your brand to be more relaxed and cheekier with emoji usage or would you prefer to err on the side of serious and ditch them altogether?

Either way, you should highlight your emoji and if it’s a *thumbs up emoji* to their use, add 5-10 emojis that you will consistently use as a brand.

Tip: Make sure you’ve downloaded an emoji keyboard for your desktop to add them without fuss.

8. Create a hashtag and tag bank

It’s worth keeping a hashtag bank for each type of post you create to make sure they’re in line with your content pillars.

If you create campaign hashtags (that said, we recommend you build consideration for your branded hashtags first), be clear about where and when you’ll incorporate them.

While you’re at it, write down a list of compulsory third party accounts you tag to extend the reach of your posts – whether it’s suppliers listed, photographers, magazines or content aggregators.

Tip: Don’t just copy what your competitors are doing with their hashtags on social media, do the research and figure out what works best for your company, and avoid joining the clone club with other brands in your industry.

9. User Generated Content (UGC) rules and guidelines

style_guide_CTADoes your company have a process for getting permissions to use UGC?

If you do, outline this in your social media style guide to make sure people aren’t reposting content without going through the correct procedures.

You’ll also need to determine how you’ll credit the user, as you’ll want the format to be the same each post.

Example: You might decide to credit users with a camera emoji before tagging their account, or simply spell out the word.

10. Post format and sharing guidelines

Since all platforms have different character limits and post layouts, in your social media style guide you’ll want to outline how your post formats change for channel e.g. Instagram, Facebook, and Twitter.

Regardless of platform, social media copy should generally be kept short, but whether you’ll include a link, CTA, or location pin on all posts, needs to be determined in this section of your social media style guide.

Tip: Consider whether it’s appropriate for your brand to share from other pages and accounts. Or if you should avoid competitors work all together.

11. Call to actions (CTAs)

CTAs are important not only for engagement on posts, but also giving other website links like articles, blogs, or content on other platforms more traffic.

Your social media style guide should clarify if calls to action are required in every post. If they are, determine if the CTA will lead only to your assets (e.g. website) or other timely and relevant pieces (e.g. a news article).

Tip: Links are great for engagement so you might create a rule that every post must contain a branded CTA that encourages people to click a link. This is especially important if you want to drive people to your brand’s website.

12. Design and aesthetic guidelines

style_guide_designIf your business already has a design team, you’ll be able to transfer the brand colours, fonts for graphics, logos, watermarks, and trademarks to your social media content.

In this section of your social media style guide you want to get clear on how things look too – do you do black and white images only? Or do you have a rule that a tile must be every second image posted on Instagram?

Tip: Style rules should also be applied to other external editing apps and platforms like photoshop and Canva.

13. Watermarks and trademarks

If you’re putting your content out there and want it to be exclusively yours forever, consider including a watermark rule in your social media style guide.

Be sure to outline clearly how, when and where you’ll use your watermark.

Example: The brand’s watermark is to be placed on the top right-hand corner of every image and video posted to social media.

14. Community management

Whether you like it or not, you’re likely to have someone not like what you’re talking about online – and how you respond to the complaint or customer review is even more important than the complaint itself.

It’s important to treat any conversations your team members have with audiences online as a statement from the company – as their response could be screenshot and reposted, for better or worse.

Outlining a clear community messaging system is crucial for crisis management. You can decide to make a rule to ask for the user’s phone number to take the conversation offline, or you can develop a social key message document for your team that provides responses for typical/anticipated questions.

Tip: As well as specifying when a conversation needs to be moved to a private channel or phone call, outline when/if it’s ever appropriate to hide or delete comments.

Add any extra helpful info for your brand

It’s important to keep in mind, not all the above will be relevant for your business, and you might think of other things you’d like to add into your social media style guide.

Make a dot point list of any extra notes, tips, or tricks relevant to your brand and industry – because there are no hard and fast rules when writing a style guide.

Happy social media style guide writing!

By Gemma Donahoe

Social media moves quickly, and so does Gemma. She’s got a strong eye for viral content and the ability to create compelling, tailored content for a wide variety of target audiences.


Dear client: 5 things your marketing agency wishes you’d stop doing

By | Stories

Briefing a marketing agency isn’t rocket science, but if the steam coming out of the ears of agency friends after a recent post I put up on LinkedIn was anything to go by, agencies are frequently on the receiving end of some pretty curly requests.

Since a strong brief delivers strong outcomes, we wanted to share the biggest bugbears we have as a content marketing agency when receiving client briefs.

If you’re thinking of briefing your marketing agency, take it from us, these are things your marketing agency wishes you’d stop doing and maybe we’re just the ones brave enough to say them.

1. Stop pretending you don’t have a budget

Hannah and Bel Marketing

I have to be honest with you, in my decade of working across the government, big business, small business and now running my own business, I’ve never once met a client with a bottomless budget bank.

When an agency asks you for a budget, please remember they’re not doing it to max it out. When we ask clients for their budget expectations, it’s so we can provide you with the best product-to-budget fit.

Without sharing the budget, it’s the equivalent of briefing an interior designer to find you a sofa and then telling them you won’t be proceeding with their Jardan selection, because you have an IKEA budget.

While our content marketing is good, our mind-reading is not, so to deliver an outcome, we (and any agency you’re working with) need to know what price range t they’re working within.

Do: Even if you don’t have a budget in mind, give your agency a budget window. Knowing you’ve got $15-25k gives us a lot more to work from than mistakenly thinking you have $150k and quoting outrageously.

2. Using unrealistic timeframes


In any agency there are usually two particularly manic times of the year – one is the lead up to Christmas and the other is before 30 June.

With each peak period comes deadlines, some sensible like “we need to close down the books for the financial year” and others a little more unrealistic “we need it before Christmas” as though the world stops turning on 25 December.

If you’re not going to be using the content between 20 December and the second week of January, it pays to give your agency an extra ten days to finesse it. And trust me, they’ll want it.

Do: Tell your agency your critical deadlines. While your agency would prefer not to be working over Christmas as it’s usually their only big break for the year, they usually have some team on-call for the Christmas period for campaigns (like Boxing Day Sales) that don’t shut down. Rather than rush your agency to the Christmas finish line, give them the option of filing in the first week of January if it’s applicable for your campaign. 

3. Setting KPIs that don’t match the brief

As an agency owner, I love to set KPIs as they’re the fastest way to get ourselves and the client aligned.

It’s in our best interest to do a good job and we want to smash your KPIs so hard that you never look so much as left or right to other agencies because we’re so damn good at what we do.

But I have to be clear, where we (or any agency for that matter) can’t perform is where the brief and the KPIs (aka what we’re measured in) don’t match. We’ve been on the receiving end of KPIs for organic social media to have ‘a million followers’, which isn’t just impossible it’s downright irresponsible to promise.

Do: Get clear on what you’re asking the agency to do and ask if the KPIs align. If you’re not sure where to start with setting benchmarks or KPIs, ask your agency. Agencies have to do it all the time and they’re probably in the best position to do it.

4. Asking an agency to create the marketing plan for the project … to win the job


I don’t know about you, but RFQ’s these days seem to be asking more and more of agencies competing for the work.

One that’s been grinding my gears lately is the request to build out a detailed marketing plan for the whole project, before you’ve even won it. One RFQ we faced this year, even asked for a three-year marketing plan (my first thought: do people even plan beyond 12 months with COVID anymore?) to win the project.

To me, asking the marketing agency for their full marketing plan is the equivalent of asking a builder to build your bathroom before you decide to go ahead with their quote or not.

While you want to see evidence of strategic thinking and creative concepts, a pitch session with the right minds in the room where the agency has the opportunity to ask more questions, tease out the real outcomes and present a couple of creative directions, lands in a much better place than a static marketing plan just to win the job.

Do: If you’re in the position to do so, invite agencies in to help design the brief rather than just respond to it.

5. Not providing feedback at the end of the quote phase

We understand procurement is exhausting for all involved, but as a small business when we’ve dedicated a team member to compile our response for over a week, we really like to hear more feedback than a templated “unfortunately you were unsuccessful at this time” email.

As an agency we like to improve our performance one tender or response at a time and your feedback is invaluable to our ongoing performance.

While most clients provide access to feedback, unfortunately, many don’t.

Do: Allocate resources not just to reading RFQs but providing feedback on them too. 

Agency friends, what else have I missed?

By Hannah Statham

Hannah Statham is The Boss at Media Mortar. She’s a heavy weight wordsmith, punching with puns, analogies and metaphors that leave readers wanting more. When she’s not refreshing her Instagram feed, you’ll find Hannah searching for the best gnocchi in town.


Why you should be making Instagram Guides

By | Stories

We all know how effective a well-crafted reel or story is on Instagram, but have you heard about Instagram’s new (and more underrated) tool, Instagram Guides?

You wouldn’t be the first to have missed the appearance of the little map icon on your IG feed last year when Instagram decided to merge the best parts of a blog post and regular IG posting into a new style of content posting, IG Guides.

Here’s what we know, why we like them and why we think you should be adding them to your content marketing mix.

First things first, what’s a guide?

Instagram guides are a combination of both a carousel post and a blog (just like this one). They feature a title, introduction, multiple photos, and captions. Each guide is then populated into one neat, Instagram place.

Guides don’t appear on your feed, but rather in a dedicated map-like tab on the profile page, sandwiched between the series and tagged icons (if you’re using the mobile app). Check out our IG Guides for an idea of how they appear.

What types of guides are there?

You’ll be happy to know there’s more than one way to create a guide, with the choice of using posts, places, or products as your anchor for content creation.

While the guide works the same, your process for selecting images differs depending on what type of guide you’re making.

For a posts guide, images can be gathered from your saved folder, or directly from your feed. (Pro tip: save any images you want to use before you create the guide to save you time).

For places, you can search by location and choose images from other users who have used the location too.

For products, you can search for the product you are wanting to feature and can pick from any photos displayed there, and let Instagram take care of the rest.

Either way, Instagram includes photo credits in the guide (even if it’s your photo), so your UGC acknowledgment is done for you.

So why do we think you should get on the IG Guide train?

instagram_guides_guide_2Rather than give you one good reason, we’ve got five reasons you should add them into your content marketing mix:

1. In theory, you can use IG Guides like pages of your website. That’s right, you can collate anything to do with a product or service you offer into a single guide, almost like a little microsite without any of the associated cost of web development. ⁠Need to whip up a quick website page for a new product or service? Why not make a guide and send someone the link to it instead? ⁠

2. They’re a way to present things visually without any of the techy know-how. Limited by your skill in graphic design or photography? Show us a business owner who isn’t! IG Guides are simple with a capital ‘S’ to make and showcase information visually. ⁠

3. Guides let you tell a story without having to create a long-form blog, piece of editorial or do the planning for either. Using pictures and captions like the bumper rails to your editorial, guides make it outrageously easy to create a piece of content without feeling like you need to be a professional copywriter. ⁠

4. You don’t even need to take all the images yourself. Guides allow you to borrow other people’s photos (posts) and write your own captions against them. Guides, therefore, solve the biggest barrier most businesses face “I don’t have images to use”.⁠

5. Guides give you new touchpoints to connect with your target audience. Did you know that you can share guides to stories, find them on the explore page and there’s even a dedicated tab in the Instagram shop for guides? ⁠

With all this effort, can you report on guides?

instagram_guides_guide_3While there is no way to track the performance of guides (yet), any impressions from photos included in the guide count as an impression on the original post, so by using your own content you are in fact increasing its performance.

That’s why we encourage you to use your own content as these views act as another place to expose your potential customers to your content.

Well, the secret is out and now you know one of Instagram’s new content marketing weapons. Just remember, with great power comes great responsibility.

By Luke Crowley

Luke enjoys employing creativity when planning, researching, and delving into pieces of content.

Scroll Stopping reasons why Instagram Reels need to be part of your social media strategy

By | Stories

Instagram has come a long way from the days of being a basic social media platform for users to share their photos with friends and family.

In fact, this year Instagram announced it’s a video platform, which means the app is putting all its video features first.

With videos (both short and long-form), Lives, Stories, and now Reels, it’s no secret many of us have feature fatigue because no sooner have you learnt the latest feature, there’s a new one.

However, Instagram’s latest feature, Instagram Reels, have gained huge momentum, thanks to influencers and celebrities jumping onboard the short-form, portrait, video trend.

Dubbed the ‘TikTok copycat’, Reels allow users to create 3-60 second videos created within the app, using a mix of text, music, stickers, and other special effects – like your own postproduction house without any of techy know-how.

But are they reely worth the hype? Read on to discover why Reels needs to be part of your business’ social media strategy.

1. Reels allow you to get discovered thanks to more exposure

Instagram reels increase exposure

If you didn’t already know, the Instagram algorithm favours early adopters of its new features, like Reels.

Currently, Instagram favours Reels by prioritising them in the newsfeed, giving them more exposure than regular posts, so your Reel will benefit from more engagement with likes, follows, comments, shares and saves than other post formats.

Choosing Reels over other post formats will also improve the discoverability of your page by giving it a higher chance of being shown in the dedicated Reels tab or Explore tab by users who don’t already follow you.

Test the theory yourself: Create and post a reel and compare the numbers you get a day after posting it against your other ‘in-feed’ videos.

2. Reels showcase your business’ values, authenticity and personality

When it comes to Reels, you want to forget about hard-sell marketing and think more about connecting with your audience authentically.

The point of using Reels is to present a “more human” side to your business or brand, with less polished but more engaging videos.

Reels are a great way to bring your voice and personality to the platform with short-form videos using a mix of text, music, stickers, and other special effects.

The result? Reels are a simple way to build genuine relationships and if you’ve read this blog already, you’ll know where you have the customer’s trust you can drive transactions.

Think like a content marketer: Be real with your audience by showing what goes on behind the scenes to showcase your product or service with a reel. And no, you don’t have to dance or look like a fruit loop to do so.

3. Reels allow for easy collaboration with other brands and influencers

Instagram reels and collaboration

If you’re getting bored of the same old ways of collaborating with other brands and influencers, you’re going to appreciate the creativity and fun you can have while making Reels.

Reels were invented out of an influencer-led trend itself, as Instagram continues to introduce new features to meet the rise of influencer marketing.

This has meant leading businesses are ditching the heavily branded content for lo-fi and relatable videos made by influencers, while simultaneously leveraging their audiences.

If you’re keen to do an influencer Reel collaboration, check out our top 10 tips for working with digital influencers here.

Find inspiration: Get a feel for what works by scrolling through the Reels feed on the Explore tab and looking at the Reels of other accounts or brands you like.

4. Reels promote your products and services differently

Not much in this life is free, but making a Reel is.

Finding originality and your niche on the platform is what engagement all boils down to and Reels are a great way to showcase your point of difference.

People who don’t follow you will see your Reels in the dedicated Reels tab and via the Explore tab, so make sure your video is eye-catching and celebrates your unique selling point.

Questions to ask yourself: What aren’t my competitors doing on Reels that I can? How can I show the difference in my product/service? What will my followers get while watching this Reel?

5. Reels are an easy way to position yourself as a thought leader

Instagram reels for thought leadership

Creating educational content is one of the best ways to position yourself as a subject matter expert.

Anyone that stumbles across your Reels, whether on purpose or by default, and is educated by them is more likely to engage or want to see more of your business’ content.

Reels are a great way to share recommendations, FAQs, tips, how-to tutorials, previews to products and services coming up, announcements and news.

This is the kind of content your target audience will value and make them want to save, share, and engage with it.

Struggling with educational content ideas? See our cures for Instagram caption-block here.

Start content creating: Get an employee to answer one or more questions you’re usually faced with at work day-to-day. You’ll be pleasantly surprised with how much content you’ll come up with.

Until the next IG-feature release, happy creating!

By Gemma Donahoe

Social media moves quickly, and so does Gemma. She’s got a strong eye for viral content and the ability to create compelling, tailored content for a wide variety of target audiences.

Seven Reasons Why LinkedIn Needs to be a Major Player in Your Social Media Strategy

7 reasons why LinkedIn needs to be a major player in your social media strategy

By | Stories

So you’ve got your business’ Facebook and Instagram accounts down pat – but what about LinkedIn?

A LinkedIn account is basically an online business card with tremendous sharing power and massive reach across thousands of industries, which is why we encourage all our clients (particularly those in professional services or appealing to a professional target market) to get active on this channel.

What’s the difference then between LinkedIn and other social media sites?

While people sign up to most social media platforms for personal reasons, LinkedIn, however, is an ocean of professional networking opportunities and draws a specific crowd; users looking for valuable information, leads for jobs, and industry updates.

Put simply, there’s customer demand on LinkedIn and you could be supplying it with information.

With over three million users now banking on LinkedIn’s nine billion impressions per month, this business-orientated site is one you don’t want to forgo.

Read on for seven reasons why this channel should be a major part of your strategy.

1. Searching and targeting

Although Facebook and Instagram are among the most popular social media sites worldwide, LinkedIn holds a much smaller, but more targeted, audience of professionals.

Because people tend to build their profiles on the platform like resumes, you have the ability to run in-depth searches and generate lists based on different demographics and detail for a more refined audience.

LinkedIn offers a clear-cut way of searching for people by job title, skills, companies they currently work for, as well as companies they used to work for, interests and more.

Idea: Try searching your target market by job title and connecting with them. For example, we work with a lot of Marketing Managers. A quick search of this job title reveals over 100 pages of potential new leads (but who is counting!).

2. Strategic positioning

You wouldn’t pass up a great networking opportunity in person, so why would you pass up one you can access anywhere, at any time?

Discover the power of positioning your business among other professionals and brands using LinkedIn in a networking capacity.

Due to its business emphasis, the newsfeed algorithm favours insights, business updates and information, giving your company an opportunity to showcase their expertise in the field.

With almost 750 million members and over 55 million registered companies signed up to LinkedIn, it’s never been easier to find, reach and position your business among clients and influencers in your industry.

Research indicating, LinkedIn has helped at least 45% of marketers with customer acquisition as they use the platform to establish credibility, influence and develop relationships with clients.

Build a community and optimize your profile positioning by sharing content that fits with your message and branding.

Idea: Don’t just post those blog posts and thought leadership whitepapers on your website. Serve them up on LinkedIn too.

3. Plenty of posting options

Have you ever posted something to social media which has tanked in engagement? Don’t worry, us too.

Enter LinkedIn, your holy grail when it comes to ‘getting likes’ because it has one of the lowest percentages of content production compared to other sites.

This means, if you post, you’ll be seen, unlike other platforms (*cough* Facebook), where you won’t receive a peep out of your posts without paying.

While other sites have been made for personal photo, video and event sharing, LinkedIn offers brands an opportunity to showcase work and milestones through a variety of posting options fit for businesses.

Give your brand more visibility by sharing content like blogs, infographics, webinars, podcasts and more with multiple posting options that can link directly back to your website.

Whether you post in networking groups, job posts or even promotions – you can customize anything you put on this platform.

Idea: Create a content calendar and show up weekly on LinkedIn for a month and see what happens? Our bet? Heaps of new sales.

4. Generating leads and driving website traffic

What if we told you LinkedIn beats Facebook by a whopping 277% when it comes to generating tangible leads?

Since the people who choose to sign up to LinkedIn are generally more interested in furthering their education and bettering themselves, they’re more likely to fill out lead generation forms and less likely to unsubscribe from consequent emails.

We can also bank in you being pleasantly surprised at the traffic, which has a high chance of converting into leads and eventually sales, that comes through to your business website when using LinkedIn.

Don’t believe us? We’ve experienced it first-hand, with Media Mortar’s LinkedIn driving more than 60% of our website traffic.

You can also boost this by using LinkedIn Ads, designed to target specific professionals by job title, function, industry, and more.

Idea: Take a look at your analytics and see how much traffic LinkedIn is driving. If it’s significant like us, it’s time to put down your IG Reels.

5. Becoming a thought leader and tapping into industry news

Media Mortar_Social media management

If we were to guess the social media buzzword of the decade, it would be “authentic”.

With 66% of professionals more likely to recommend a business if they followed a company executive on social media, becoming a thought leader to show your authenticity clearly has merit.

Become a thought leader on LinkedIn by communicating your purpose and showing up for your audience.

This is a great way to showcase your expertise, educate and give followers the content they’re chasing.

It’s also important to keep tabs on other professionals and brands by following their activities and staying on their radar.

Simply scanning the newsfeed can give you valuable insights and data as well as perspectives from other professionals using the platform.

Idea: Start writing an opinion piece! If you’re serious about becoming a thought leader, see how to start a blog for your business here.

6. Growing your network by optimising LinkedIn groups

Have you heard the saying when you’re the smartest person in the room, you’re in the wrong room? Well, LinkedIn gives you plenty of smart rooms to find yourself in.

LinkedIn groups are a handy tool to maximise your opportunities to network with people you might otherwise never get the chance to meet.

Right now, you can join up to 50 interest-based LinkedIn Groups, all while improving your business’ branding, visibility and credibility.

Keep informed in top conversations, interact with other members in your field, and gain valuable insights into a particular topic or industry exclusively.

Did I forget to mention, I’m connected to Richard Branson? Yeah, he’s in my networking circle.

Idea: Start by following your favourite authors and see what they have to say.

7. Finding new clients and recruitments

If you’re not hiring new team members via LinkedIn, what are you doing? With 40% of members logging into the professional networking platform daily, it’s easy to see why 90% of recruiters use the platform.

Attract your next recruit (or top client) via the platform and discover everything you need to know about them.

LinkedIn’s next-level search tool can also help head-hunt potential recruits, clients and like-minded professionals.

For example, wanting to hire an event coordinator? Search Events Coordinators and hit that follow button to your heart’s content.

Utilise the dedicated tool or free features to search for potential candidates and promote advertisements through your business page, profile or group.

LinkedIn provides a number of useful tools, free and paid options worth discovering, for businesses to connect with top candidates.

Take it from us – we poached our last two Media Mortar recruits through LinkedIn.

Idea: Become your own head-hunter (minus the crazy recruitment costs) with LinkedIn’s search tool.

By Gemma Donahoe

Social media moves quickly, and so does Gemma. She’s got a strong eye for viral content and the ability to create compelling, tailored content for a wide variety of target audiences.

Four lessons from four years running a small business

By | Stories

People often ask me, “what’s it like running a business”? My answer for the past four years is always the same – it’s hard.

It’s both the hardest and most rewarding work I’ve ever done, and the most analogous situation I’ve found to it has been mothering a child.

Despite what it might look like from the outside, the hours are long and the praise short, but the good days far outweigh the hard ones.

Since Media Mortar turned four this April, I wanted to share four of my biggest learnings in running it, because we’ve come a long way since I wrote this post two years ago.

Whether you’re in the small business trenches already or are thinking of starting your own business, sink your teeth into my biggest learnings so far.

1. Hire for attitude not aptitude

In small business, attitude is everything because there is no place for it to hide.

Bad moods, fatigue, frustrations are not diluted by the other 150 people in the office, instead, they’re as contagious as the flu to a small team where a person’s energy is everything.

In hiring for our team, I’m proud to say we’ve only got it wrong once. I hired the wrong attitude by favouring aptitude and it didn’t end well.

When you hire with company values (which let’s be honest, in a small business are usually the owner’s values), you’ll end up with a team that’s excited to do their work.

It’s always been my view that you can teach skills, but you can’t teach a personality – and if I’m going to spend more time at work than I do at home, I damn well want my team to light me up and inspire me.

To hire for attitude, I recommend personality testing your new-hires and going deep down the referee-check rabbit hole.

2. Treat your employees how you’d like your customers treated

Richard Branson famously said ‘the way you treat your employees is the way they treat your customers’ and as usual, he’s spot on.

I always endeavour to give my employees the things that made a difference to me when I was an employee – birthday cakes, work anniversary presents and bonuses you don’t have to ask for.

For most of my career, a simple thank you from a senior level of management would have sufficed, let alone the bright shiny stuff.

What I’ve seen firsthand is when you treat your team right, they mirror that behaviour to your customers.

I’ve found that our client’s birthdays are remembered, their wins become our wins and there’s a more collegiate relationship between our agency and the client than you’d normally find.

3. Set boundaries as the owner but know when it’s OK to cross them

As a small business owner it’s easy to work 24/7. In fact, until I had my beautiful daughter Penny, I probably would have continued happily burning the midnight oil.

In fact, the first time I ever put an out of office on since opening the business was to go into the labour ward and I turned it off two weeks after her birth.

As a small business owner, it’s important to know your boundaries and police them or you’ll fall into the business burnout that so many self-starters trap themselves into.

A simple google of ‘business-owner fatigue’ reveals over 32 million war stories aka search results with a similar tale.

It’s therefore SO important to know your limits and stick to them. If you don’t want to be working on weekends, DON’T. If you want to log off at 3pm, DO IT.

But just as important as holding boundaries is knowing when to fold them. The boundaries you make for yourself can also be the boundary to your business’ growth.

After all, when you don’t do the work, there’s always someone else willing to do it. Don’t ever forget that.

4. Read red flags and listen to your intuition

I’ll let you in on a secret – of all the clients who didn’t work out with us, we saw them coming.

As you get better in business, you can spot a red-flag-client a mile off. In fact, client red flags are hardly discrete.

“We don’t have money to pay you, but want you to guarantee all your results” is as direct as they come.

Picture red-flag-clients more like a grenade whose ring-pull starts counting down to detonation from the first phone call.

And yet, from time to time, we make the mistake of letting these clients through the doors when logic gets in the way.

If I could give you one piece of advice, it’s to quieten down the logical noise – “we need the work” … “it’s not a long job” … “they’d be great for the portfolio” – and listen to your intuition when a client doesn’t feel like the right fit for the business.

What are the common red flags we see in our industry? You’ll find most of them in our 5 reasons to not outsource your social media management post.

And if you’re after some light reading, check out our social media post where we asked our audience what red flags exist with clients in their industry. Go on, have a chuckle @mediamortar on Facebook and Instagram.


Looking for more business advice like this?

• Download our FREE recommended business reading list

By Hannah Statham

Hannah Statham is The Boss at Media Mortar. She’s a heavy weight wordsmith, punching with puns, analogies and metaphors that leave readers wanting more. When she’s not refreshing her Instagram feed, you’ll find Hannah searching for the best gnocchi in town.

Media Mortar_Instagram Stories_Phone and laptop

8 ways to lift your Instagram Stories game

By | Stories

With over 500,000 million people interacting with Instagram Stories, or Instastories, every day, the question isn’t whether you should be on Instagram Stories but rather, are you doing enough with them?

If not, you’re missing out on a key part of consumer’s purchasing patterns, with research indicating 58% of consumer’s purchase decisions are made by something they’ve seen on Instagram Stories.

Since launching in 2010, Instagram Stories have provided a welcome rugged and raw alternative to the polished pictures found on Instagram feeds.

Before you start uploading your photos, videos or GIFs to your Instagram Stories, check out these eight ways to lift your Instastory game.

1. Create and design your Highlight Reels

If you’re going to invest time, energy and potentially moola pimping up your Instagram Stories, you’ll want to have somewhere to put them proudly on display.

Enter the Highlight Reels aka the row of circles that live below your bio, where Instastories can be saved on display forever rather than disappearing 24 hours later.

So how do you determine what type of content should live in your Highlight Reels?

Depending on your brand, you could group these based on your content pillars, different services, locations or products sold.

For example, a café might design its highlight reels around key services like breakfast, lunch or dinner, while a fashion boutique might opt for spring/summer and autumn/winter.

Remember – you need to upload an image as an Instagram Story before creating a Highlights Reel. If you get stuck, you’ll find a step by step plan in our Social Media Handbook.

Psst – don’t forget to revisit your Highlight Reels each quarter to ensure the content is still relevant. There’s nothing worse than an outdated highlight reel.

2. Create an Instagram Stories storyboard prior to posting

If you’ve been following Media Mortar for a while, you’ll know we are passionate storysellers and truly believe the power of stories is what drives sales.

Just like blogs, website copy and social media posts, Instagram Stories rely on 98% preparation and 2% actually posting.

When planning Stories for our clients, we storyboard on a Word document or PowerPoint to ensure they have a start, middle and end like a real story.

For example, if we are planning Stories for a tourism operator, we would pick five to eight images from one service and support each image with a short caption about what a visitor can experience.

By doing this, we’re taking the customer on the journey through the region and showing them (rather than just telling them) what they can experience.

The goal is to use short, sharp and informative copy to help paint the picture in the customer’s mind and let the image do the heavy lifting.

3. Schedule your Instagram Stories

Media Mortar_Instagram Stories_Instagram on iPhone“I don’t have time to do Instagram Stories” – said every small business owner ever.

But there is an easier way.

If you’re not yet scheduling your content, we recommend reading this post before you scroll any further.

For those already in the practice of pre-planning your content calendars, pre-planning Instagram Stories works almost the same way – if your scheduling tool allows it.

We use Later to manage all of our client social media accounts, and this platform allows us to plan Instagram Stories – including the selected image and copy.

While it’s not fully automated, we receive a notification when an Instagram Story is scheduled to post. In a few clicks, the image is downloaded to our phone along with the copy (caption), ready to be uploaded to the client’s social media account.

Top Tip: we recommend resizing the image to 1080px by 1920px before scheduling them in Later. This ensures your images are the perfect size when downloaded to your phone ready to post.

4. Understanding the different types of Instagram Stories

What kind of Instagram Stories are you telling? One that’s curated, re-shared or behind-the-scenes?

While curated and planned Stories are great for educating your customers or sharing key messages with them (these will likely be saved to your Highlight Reels) don’t forget about how Stories all started – unfiltered, unedited and authentic BTS images and videos.

These are a great way to get your face in front of the camera too – whether it’s popping in to say Happy Friday to your followers or sharing a snippet of your team in action.

Don’t forget possibly the easiest Stories of all – re-shared Stories. Each time your brand is tagged in an Instastory, you have the ability to reshare this to your feed, which brings us to our next point.

5. Community Management is key

Media Mortar_Instagram Stories_Open phone on notebooksJust like any organic or paid social media content, community management is essential for Instagram Stories too.

Think about your own experience, have you ever tagged a brand or business in your own Instagram Story and they either re-shared or responded? How did you feel?

I love when Brendan Pang from MasterChef responds to Stories when I’m making dumplings from his cookbook or when a restaurant re-grams my photo of dinner and drinks while I’m eating it.

You have the same power to make someone’s day by double-tapping, responding or resharing their content to your own Stories when they tag your brand or business.

6. Get creative with Instagram interactive tools

Want to engage with your community through Instagram Stories? Get them tapping with polls and quizzes.

Interactive tools (all built into Instagram Stories) can not only boost engagement with your followers, they can be used to learn more about your customers and their preferences.

If you’re a café owner and looking to try a new menu item, why not ask your audience using polls in your Stories to gauge interest in the new dish.

Seriously, brands used to have to pay good money for a focus group as effective as what you’ll find on Instagram Stories.

7. Reshare on Facebook Stories too

Do you only post your Instagram Stories to Instagram and not Facebook? Like the Old El Paso ad, “Porque no los dos?”

Since the platform allows for automatic sharing to Facebook Stories, there is zero additional work required to extend the reach of your stories to your Facebook followers too.

Facebook Stories may not be as widely used as Instagram ones, but who is going to say no to free exposure?

8. Share the workload between your team

We’re not going to sugar coat it, Instagram Stories can leave you feeling like you’re tied to your phone – but you don’t need to bear the burden of Stories alone.

Why not share the workload between your team members?

Create a weekly, fortnightly or monthly roster for posting and community management – whichever is best for your organisation.

After all, a problem shared is a problem halved.


Do you have any other top tips for Instagram Stories? Share them below.

By Rochelle Vaisanen

When not climbing mountains on two wheels, Rochelle can be found on the hunt for the best almond croissant around town. A lover of good coffee, food and wine, and with a passion for travel, Rochelle is always on the lookout for new adventures locally and abroad.

11 key takeaways from the 2021 Victorian Tourism Conference

By | Stories

Move over Zoom and Microsoft Teams, Melbourne just hosted its first IRL conference since COVID and the energy in the building was electric.

While the Victorian Tourism Conference was titled “Shaping the future of Victorian tourism” the presentations and conversations also provided a platform to reflect on learnings from the past year.

More importantly, for most of the 800 people in attendance, it was a chance to move beyond the computer screen and connect with industry partners face-to-face, some, for the first time.

With over 20 presentations at the Victorian Tourism Conference, there was a bucket load of learnings and lightbulb moments – here’s our top 11.

1. Live more in rainforests than banana plantations

While futurist and keynote speaker, Chris Riddel, may have been the final presentation of the Victorian Tourism Conference, his lightbulb moment – rainforests are dangerous places but banana plantations are predictable – was one of our biggest takeaways.

He explained you can walk into a rainforest, be bitten by a venomous snake and never come out alive. However, rainforests are also where you could find a small, yet-to-be-discovered spider that could cure cancer.

In business terms, rainforests are where entrepreneurs live, because it’s where you can break all the rules, where you seek fairness, not advantage, and where you can experiment and learn (to name a few).

On the other hand, banana plantations are predictable – each one is the same and the mentality and physical requirements to create a banana plantation follow the same guidelines.

Too many businesses live in banana plantations, where you have to be right every time, be perfect, and be great at your job rather than having the authority to rethink everything and innovate.

2. It’s time to be strategic

Throughout the conference, there was one theme that echoed through each presentation: 2020 was the year of agility. 2021 is the year of strategy.

Speakers shared how last year forced them to stay agile and be open to change rather than follow one strategic plan.

Craig Tilley – CEO of Tennis Australia – shared how he swapped the word strategy for scenarios, planning for what could happen rather than having one specific strategy for hosting the Australian Open at the start of 2021.

As an industry, now is the time when tourism organisations can start to put a strategy in place, after spending over 12 months being reactive to the ever-changing tourism industry.

3. Traveller confidence is growing

The words every tourism organisation has been dreaming to hear – traveller confidence is growing!

Michelle Levine – Roy Morgan CEO – shared how consumer confidence to travel is moving along the same trajectory as the intention to travel.

However, Matthew Burke – Regional Manager for Pacific, STR – pointed out current lead times are still sitting at around 14 days.

So, while traveller intentions and confidence are growing, don’t expect a flood of bookings for three, six or 12 months in advance.

4. Ask your customers what they want

Ever thought to ask your customers what they want when planning new products, services or experiences?

That’s exactly what Shane Delia – Restauranteur and Founder of Delia Group and Providoor (aka Maha, Biggie Smalls) did when he had to rethink his business when lockdown hit.

Unsure where to take the direction of his business when he closed the doors of his network of restaurants, he reached out to his database and asked them what they wanted.

The result: Providoor. A mulit-million dollar e-commerce business (delivering food from Melbourne’s best restaurants to consumer’s doors – and a saviour through Melbourne’s lockdown).

5. Rethink how you communicate with your customers

Tourism operators, listen up.

Want to increase pre-booked services at your establishment (think dinner, tour or spa bookings), limit the amount of pre-arrival questions from guests or generate reviews?

This is exactly what a Victorian-based accommodation provider achieved using timely emails.

Want an insight into what they did?

  • Seven days before guests arrived, they sent an email to advise customers about the other services they offered, such as in-house dinners or tours and saw an uplift of 30% in pre-booked dinners.
  • Three days before the guest arrived, they sent a pre-arrival email advising them of check-in procedures and what to expect upon arrival. This resulted in a 90% reduction in pre-arrival questions and queries.
  • At the end of the stay, they sent a thank you email with a direct link to invite guests to leave a review, which resulted in a 26% increase in reviews.

Simple, right?

6. You heard it at the Victorian Tourism Conference first – Instagram is becoming a search engine

Hot off the press in the tech world, Instagram has been upgrading its search functionality where users can search by keywords, not just hashtags. Hello, social media SEO.

We’ve been told it’s still work-in-progress, so there’s no need to re-write your content marketing strategy just yet, but something to keep in mind with captions.

We did some further research on this, and you can read about it here.

7. Don’t underestimate your story

“Nothing is interesting about our [place/product/service],” *overheard* from way too many tourism operators or destinations we’ve worked with over the years.

As a marketing agency, we have heard this more times than we’ve ordered I Heart Brownies, and anyone following our social media knows that’s a lot.

During a panel discussion, Shae Keenan – CMO of Visit Victoria – reminded the room that “your story is interesting, don’t think your story doesn’t count”. Praise be Shae – thank you!

8. Be more like a brown rat

Ever heard of a Rattus Norvegius?

Commonly known as a brown rat or common rat, this mammal is known to eat the weakest of her litter to ensure longevity for the rest.

Speaker Mark Ritson believes businesses and brands should adopt the brown rat mentality to their products, services or experiences.

Rather than having an extensive offering for your customers, why not focus all your marketing efforts on the best performers and cut the rest.

He spoke about how Unilever adopted this approach – from having over 4,000 products in the portfolio in the 80’s to now just 400, they remain one of the biggest companies in the world.

9. Your strategy should fit on a single page

Throw out the 40-page document. It’s time to rethink strategy.

Develop three or four smart and simple objectives to lead your strategy.

Apply the same Rattus Norvegius approach to your strategy and keep it tight with fewer things carrying more impact.

*Marketers block your ears* Mark Ritson went as far as to say forget looking for a USP and focus on two things: awareness and association.

What are you doing to create awareness and what are you doing to help your customers feel connected (associated) with your product, service or experience?

10. Victorian Tourism Conference says don’t turn off the lights

This is something we witnessed a lot through COVID, brands and businesses turning off communication and going dark.

When it comes to brand building, it’s vital a business or brand keeps the lights on – even during a pandemic.

Why? Because keeping the lights on allows for achieving long-term brand-building strategies.

It’s fair to re-evaluate short-term brand-building strategies, such as promotions or marketing activations, but staying visible is key to reaping the rewards of a strong brand awareness years down the track.

11. Get your digital assets in order

Let’s talk about websites.

If you’re serious about SEO or improving your ranking on Google, there are things you need to do to move up the ladder organically.

Catherine and Stephen Toms from the Digital Marketing Institute shared some essentials every business needs to have in place if it wants to be visible organically.

  • Make sure your website is secure. If your web address doesn’t start with HTTPS then you need to make this a priority
  • Your website needs to have a fast load time – attention spans are reducing to two to three seconds
  • It needs to be easy to navigate
  • It needs to be mobile friendly – with 79% of people now searching on mobile
  • You need to beef up your backlinks – which third-party or partner websites are linking back to your website?

In addition to how responsive your digital assets are, My Business should be every business’ best friend.

Don’t neglect to respond to those reviews as Google will give you a virtual frown and affect your ranking.

Psst – for ideas on how you can develop your organic assets, check out these resources we prepared earlier:

 Were you at the conference? Let us know below what were your main takeaways from the two-day event?

Media Mortar_Social media management

5 reasons NOT to outsource social media management

By | Stories

As a content marketing media agency, you’d think we’d be the first to say outsourcing your social media management is always a good idea, but truth is, for some people, it’s a disaster.

And while we could take your money and run, we’d rather be honest and save us both the headache if you’re not ready for outsourced social media management.

In our experience, the reason most businesses look to an outsourced social media solution has very little to do with social media as a skill, but rather the time it takes to manage a social media account.

And while social media is time-consuming, it’s not always the best time a business should outsource …  especially if you fall into one of these categories.

1. You don’t value social media management

We don’t mean to get all truth-bomby on the matter, but if you don’t value social media management, you’re never going to value the work your agency (whether it’s us or another) does for you.

In turn, you’re not going to be happy about the invoices that float across your desk for social media management if you didn’t value why you needed to do it in the first place.

We’re not saying you need to be a prolific social media user (after all, that’s why you’re outsourcing social media), but you do need to know why it’s important for your business.

While it’s your agency’s job to prove to you why social media works through their return on investment, it’s not their job to justify the craft you asked for in the first place.

2. You don’t let the reins go

The corollary to the client who doesn’t value social media management is the business owner who doesn’t want to give it up; they want to still tightly hold onto the social media reins as though they were still running the channels themselves.

Usually this is the person who’s been running the social media accounts forever and regrettably doesn’t want to hand it over. They spend their days nit-picking every picture, post and hashtag with their own preferences you’d have to be a mind reader to know.

While accuracy is always important and you’ll always have a round of review as a Media Mortar client, if it’s a constant game of tom-ay-to / tomato, you’re probably best to keep running your channels yourself. In fact, we’d rather you did.

A better option would be to outsource something else that you’re not so tightly connected to.

3. You don’t review your posts or read your reports, ever

Media Mortar_Review your social media postsThe flip side to the above, is the client who doesn’t check their social media or read their reports, ever.

While a silent client could be every agency’s favourite client, it’s very difficult to tell whether you like the work they’re delivering.

It’s important you keep an eye on the feed and provide constructive feedback of what you’d like to see more of. This way your agency can keep kicking goals for you.

4. You want everything go, go, go but can’t sign off things in a timely manner

Time is always of the essence on social media, you don’t need to tell your social media agency that.

We frequently have clients who want things turned around quickly (too easy!) but can’t sign off on said activity quickly enough for it to be relevant.

When it comes to social media, there are situations when you have to be timely. If you can’t clear your schedule for a single contact internally to green light the post, you can consider that social media post tomorrow’s digital fish and chips wrapper.

One clear line of approval and an escalation plan for any posts that require it is what your agency needs to manage social media effectively on your behalf.

5. You have unrealistic follower expectations

The amount of followers a business has is usually of interest only to the CEO.

Everyone with a marketing scroll knows it’s all about engagement and driving customers through the doors. That doesn’t mean every agency isn’t being assessed by vanity metrics by the person who ultimately pays the bills.

The CEO usually wants to know two things; how many followers do we have? How do we compare to our competitors?

All we’d say is if you want 1 million followers, you better have 4 million dollars to throw at the situation.

You don’t hire an agency and suddenly overturn the algorithm Facebook and Instagram have spent so long protecting. It doesn’t work like that. It never did and it never will.

Follower growth is slow and steady, and most brands with millions of followers should be commended for starting their channels eons before you did.

Looking for more social media tips and tricks?

By Hannah Statham

Hannah Statham is The Boss at Media Mortar. She’s a heavy weight wordsmith, punching with puns, analogies and metaphors that leave readers wanting more. When she’s not refreshing her Instagram feed, you’ll find Hannah searching for the best gnocchi in town.