happy holidays 🌲

Hope you're having a wonderful time — wherever you are and whatever you're doing.
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Welcome to Part 2 of 3 in our Instagram Deep Dive

Today we'll talk about how a mythical creature can help you create content that performs better 🦄

Plus a section on how to drive leads with your bio (with examples)​
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a word on the word "quality"

When you hear the word "quality" what do you think of?

Great design?

Excellent copywriting?

We usually do...

But these things only show quality of craftsmanship.

There's something we often look past...
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Quality is directly tied to your content's effectiveness:

Your best performing content is your best quality content.

We should see quality content as a business investment with a measurable return.

And on social media, that means engagement, clicks, and conversions.

The short answer is:

Nobody really knows for sure.

Just know you're on a right path if you listen to the data and do lots of testing.
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Which brings us to this mythical creature...

what is unicorn content? 🦄

What we call unicorn content is the top performing 3% — of your and your competitors' content.

It is the small minority of videos, articles, social posts, podcasts, etc. that drives the most traffic.

Your goal to identify it, analyze it, replicate it, and amplify it!

Note: Unicorns can be found in any form of content, but Instagram is a good place to start looking. It has mix of design and copywriting in various post formats.
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harness your unicorn in 4 steps

🔵 1. Identify it. Find content that performs in the top 3%. The stuff that converts extremely well, gets the most clicks, the most comments, etc.

Look to both your own content and that of your competitors. There are many social analytics tools to help with this.
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🔵 2. Analyze it. Figure out why they perform well. Are there any patterns in the types of posts, types of campaigns, copywriting, or design style?

Then compare them to the other "donkey" content. Are there any obvious differences?
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🔵 3. Replicate it. Once you find what's working, replicate it with as much of your own content as possible — keeping those patterns in mind.

Play the numbers game here. Produce enough so you can see what content of yours performs the best.
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🔵 4. Amplify it. Once you know what content works best for you, test it on various platforms and in different formats: video, audio, carousels, infographics, guest posts, webinars, ebooks, etc.

Throw some money at it — runs some targeted ads. Increase the chances it'll hit huge with your audience, or even a new audience 😉

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Of course, it's not only your content that matters...

get more leads with your IG bio

Is your bio working for you or against you? Is it making people follow you, click your link, or reach out to you?

It should be.

This opens up more opportunities for your business and it tells Instagram that you are worth paying attention to.
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🔵 Know your goal. What exactly do you want to convey to your audience?

You could state your mission and values, say how you help people, or somehow show your personality. It doesn't hurt to @mention other related accounts here too.
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🔵 Include a clear, concise, and compelling CTA. Invite people to visit your website, check out your latest blog post, download your new resource, or share photos using your branded hashtag (e.g. #ShotoniPhone from Apple).

Most importantly — make sure people know exactly where your link is going to send them, so there are no surprises.
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🔵 Link to a landing page. You only get one URL — and it's in your bio. So direct people where you want them to go.

Selling a book? Point them to that sales page. Want newsletter subscribers? Point them to your sign-up page. Need blog traffic? Send them to a lander that mimics your IG feed, so they can easily find your blog posts (see Later's Link in Bio feature).
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🔵 Use emojis well. Instagram is an emoji-friendly platform. Use the right emojis to give visual support to your message.

Go one step further and choose a single emoji to represent your brand, and use it everywhere — on your other social accounts and email subject lines. (You may have noticed I use the blue dot).
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Check out these examples:

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Well that's all for today...

I'll see you next Thursday for the 3rd installment of this Instagram deep dive.

We'll talk about algorithms, hashtags, alt tags, leveraging DMs, and more.
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Stay Fresh,
Robert

P.S. Did you know that the unicorn is Scotland's national animal?

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