Giugno, 2022

Improve your ZZZs with Fitbit Premium Sleep Profile
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7

Improve your ZZZs with Fitbit Premium Sleep Profile

A good night’s sleep can help you feel rested and recharged, while also playing a critical role in your overall health and well-being. Since the introduction of Fitbit’s sleep features in 2009, sleep tracking has been incredibly popular – making information previously only available through a sleep lab accessible to users via their wrist. To date, we’ve analyzed 22 billion hours of sleep data, equivalent to the lifespan of over 5,000 tortoises. (Fun facts: a tortoise lives for up to 500 years and there are 60,000 giant tortoises in the world.)

We know our users are motivated to gather even more insight into their sleep, which is why today we’re introducing Sleep Profile. This new Fitbit Premium feature offers a new longitudinal analysis of your sleep patterns. It also makes your sleep data even easier to interpret with fun animal characters, so you can take steps to improve your sleep quality and, in turn, your overall health.

Monthly sleep metrics graphic showcasing each of your month-long metrics like sleep schedule variability, sleep start time, time before sound sleep, sleep duration and deep sleep, with how you compare with others like you.

Fitbit Sleep Profile users will receive a monthly sleep analysis where they can see ideal ranges for someone of a similar age and gender, and where they fall within each – so they see where they could focus on improving.

What sleeper type are you?

These critical data points gathered from your sleep analysis inform your designated Sleep Animal, providing a fun way to understand your sleeping style. Our extensive research and testing found six animal archetypes, each chosen for their distinct trends that correlate each animal’s behavior with common user sleeping behaviors and patterns.

The following graphics highlight top traits and habits of each sleeper type, and how yours can impact your day-to-day:

  • Fitbit premium in-app screen picturing a sleeping giraffe with explanations of the sleeper type

    Giraffe: Your sleep tends to be shorter, and you are more likely to sleep later and wake up earlier. You have a relatively good proportion of deep and REM sleep despite a shorter overall duration.

  • Fitbit premium in-app screen picturing a sleeping bear with explanations of the sleeper type.

    Bear: You tend to have a consistent sleep schedule, regularly falling asleep around the same time. You go to bed earlier than most, and you tend to reach a sound sleep quickly. Your sleep tends to be long and restful, with a relatively high proportion of deep and REM sleep.

  • Fitbit premium in-app screen picturing a sleeping dolphin with explanations of the sleeper type.

    Dolphin: You tend to fall asleep later than most and sleep for less time overall—maybe due to an inconsistent sleep schedule. Compared to others, you tend to be a lighter sleeper and might take naps to catch up.

  • Fitbit premium in-app screen picturing a sleeping hedgehog with explanations of the sleeper type.

    Hedgehog: You usually fall asleep later and wake up earlier. You are a lighter sleeper—typically taking longer to reach sound sleep and may get less deep and REM.

  • Fitbit premium in-app screen picturing a sleeping parrot with explanations of the sleeper type.

    Parrot: You tend to keep a consistent bedtime and don’t sleep too early or late. You typically reach sound sleep quickly and usually get a good amount of sleep each night. You likely sleep deeply once you drift off but can be light on REM due to waking up briefly throughout the night.

  • Fitbit premium in-app screen picturing a sleeping tortoise with explanations of the sleeper type.

    Tortoise: You tend to fall asleep at different times each night, but often earlier than most. Paired with slightly later average wake times, you tend to spend more time in bed overall but may find it takes longer to reach a sound sleep, impacting your lower than average deep and REM sleep.

How does it work?

Wear your Fitbit device to sleep for at least 14 nights per calendar month to receive an assessment. The more you wear the device to sleep, the more precise the evaluation. Sleep can vary significantly from night to night, so it’s helpful to analyze your sleep data over a longer period from your own sleep environment to uncover more insights into your habits and how you can improve.

As a Premium member you will see your Sleep Profile, including your sleep animal and monthly sleep analysis, on the first day of every month. Animals can change from month to month, and data collected throughout the month will inform the next animal you receive the following month. There is no “ideal” animal – each one can be used to better understand your sleep patterns and how you can improve your sleep quality.

Based on your sleeper type’s behavior, you will see where your sleep patterns compare to others like you – whether it’s setting a more consistent sleep schedule or creating a bedtime routine like trying the mindfulness content found within the Fitbit app to help you fall asleep faster. Getting quality sleep can play a critical role in your overall health and well-being, with poor sleep being correlated to increased potential health risks including diabetes, cardiovascular problems, obesity, poor cognitive functioning and more. Premium uplevels your Fitbit experience by helping you better understand your sleep patterns, your readiness to exercise and how your body responds to stressors, all with additional guidance and insights to help you achieve your health, fitness and wellness goals.

Sleep Profile is rolling out in the Fitbit app to Premium users with Sense, Versa 3, Versa 2, Charge 5, Luxe or Inspire 2 devices upon launch. Users will receive their first profile during the week of July 4, followed by monthly profiles delivered in the Fitbit app on the 1st of each month. (Note: Sleep Profiles aren’t intended for medical purposes and users should consult their health professionals for questions about their health.)

22 Giugno 2022
Taking pride in our businesses
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Taking pride in our businesses

A couple of years ago, my partner and I moved to Kentucky, not knowing anyone in the state. Before moving, I extensively researched local websites and online magazines, trying to understand the neighborhoods and get a sense of the community. Somewhere along the way I found Lussi Brown Coffee Bar, a local business run by by a queer woman. Not knowing whether I’d get a response, I eagerly reached out through email, asking questions to get a sense of the community. To my delight, the owner, Sarah Brown (she/they), quickly responded and provided an overview of the rich history of the LGBTQ+ community in Lexington. And of course, she shared recommendations of some of their favorite LGBTQ+ owned businesses in the state too!

As we moved into town, Sarah and their girlfriend welcomed us with open arms, very much making the community immediately feel like home. And our physical home brought that same love, too. Unintentionally, we rented an apartment on a short street filled with LGBTQ+ folks from their 20s through their 70s — in fact, our neighbors called it Kentucky’s “Barbary Lane,” a nod to the tight knit, beloved street of LGBTQ+ folks in Armistead Maupin’s novel “Tales of the City.”

A person in a black shirt and shorts sits at a wooden table outside a coffee shop with a rainbow Pride flag hanging in the window

Owner Sarah Brown (she/they) outside of their coffee shop, Lussi Brown

With that same spirit, we want to make it easier for others to find LGBTQ+ owned businesses in their own community. Starting today, merchants in the U.S. with a verified Business Profile on Google can add an LGBTQ+ owned attribute to their profile, making it easier for customers to find and support them through Search and Maps. This new offering joins the Black-owned, Latino-owned, veteran-owned and women-owned business attributes we already offer, and is yet another way people can support diverse businesses.

An attendee of an event co-hosted by NGLCC and Google, sitting in a yellow chair looking forward

As we celebrate Pride, it’s important to remember visibility and representation are critical, all year round. A flag in the window of a small business has the power to bring queer folks together, to celebrate our joy, honor our history, and fight for our diverse community. It’s our hope that this attribute will allow business owners to celebrate their identity and community with the world.

22 Giugno 2022
Instagram’s Enhanced Creator Tags: Implications for B2B Influencer Marketing
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Instagram’s Enhanced Creator Tags: Implications for B2B Influencer Marketing

Enhanced Instagram creator tags for B2B marketers group of professionals image

Enhanced Instagram creator tags for B2B marketers group of professionals image

How can B2B marketers make their content stand out and highlight the talented subject matter experts, creators, and influencers they partner with?

Earlier this year Instagram rolled out new enhanced tagging features that allow digital marketers to do a much better job of indicating and crediting the various influencers and creators involved in the creation of content shared on the platform.

Instagram’s addition of enhanced tagging — which is also available for use in video Reels — offers significant new exposure opportunities for B2B content that has been created by multiple professionals, often precisely the type of content that is either made or co-created by industry influencers.

Let’s take a look at some of the advantages provided by Instagram’s enhanced creator tags, and how B2B marketers can best put them to use.

1 — Straightforward Setup Process

The process of using the enhanced tagging features is fairly straightforward, however there are a few caveats to be aware of as you move to incorporate them into your B2B marketing workflow on Instagram, in order to get the full effect of Instagram’s latest tagging elements.

Instagram Image

While Instagram has moved to make more of its features available to desktop users, the enhanced tagging features were initially only available from the mobile app.

Simply having content creators or co-creators tagged goes a long way, and shows a clickable link to learn more about or follow the people involved in the digital assets you find helpful on Instagram. The updated tagging feature can do more, however.

2 — Switch On A Business Or Creator Account

One aspect of the enhanced tagging system takes on even more value, and that’s when the people tagged have gone through the simple process of setting up their Instagram profile as either a creator or business account.

Tagging people with a creator or business account adds a second line of helpful information below the person’s username, containing a category they’ve selected, such as a few B2B-related examples listed here:

  • Video creator
  • Digital creator
  • Writer
  • Author
  • Advertising Agency
  • Marketing Agency
  • Market Research Consultant
  • Advertising/Marketing
  • Internet Marketing Service

To ensure that anytime your brand or the influencers you work with are mentioned using an enhanced tag that also shows category information, it’s easy to switch your Instagram account from personal to professional — there is no waiting period or fee involved — simply access your account settings and select the option to switch to a professional account.

From there you can choose between a creator or business account, described by Instagram as:

  • Creator accounts are best for public figures, content producers, artists and influencers
  • Business accounts are best for retailers, local businesses, brands, organizations and service providers

After choosing your account type, you’re given the option to select a category that best fits how you use Instagram, and this will be the category that shows below your username when others include you using enhanced tagging — however keep in mind that  you must also tick the “show category on profile box” option.

Instagram uses a search box for finding the most relevant category for creator and business accounts, such as those we listed above, and it can be worthwhile to experiment with the available categories, as new ones may be added over time that better describe your own B2B marketing niche.

3 — Ripe For Implementation By B2B Brands

In the B2B arena, the new Instagram enhanced tagging is ripe for implementation by brands and marketers looking to distinguish their content from the competition, and to highlight the subject matter experts and influencers they partner with.

It’s still early days for implementation of the enhanced tagging, and those brands and B2B marketers willing to put them to use will be among the first to stand out as multiple contributors are highlighted in co-created content.

[bctt tweet=”“The new Instagram enhanced tagging is ripe for implementation by B2B brands and marketers looking to distinguish their content from the competition, and to highlight the influencers they partner with.” — Lane R. Ellis @lanerellis” username=”toprank”]

4 — From One Influencer To Many Others

When Instagram’s enhanced tagging becomes more regularly utilized, it will represent a powerful way not only for influencers to have the digital work they’ve helped create gain greater exposure, but it will also be a helpful way to find new industry experts who are tagged alongside an influencer you may already be aware of.

These days top performing digital content can involve a slew of talented creative professionals, from marketers and writers to video, audio, and social media specialists, and Instagram’s new enhanced tags make it easy to shine a light on everyone who had a hand in building a successful digital asset.

5 — Tagging Gives Voice To Underrepresented Talent

While not unique to Instagram, the new enhanced tagging features can play a helpful role in giving a greater voice to traditionally underrepresented talent.

Instagram’s augmented tagging features were brought to life through the help of three women in technology, who were each profiled in the Snobette interview, “Meet The Women In Tech Behind The Instagram-Enhanced Tagging Feature.”

“In a world where online visibility directly leads to brand sponsorships and other types of monetary opportunities, crediting is more important than ever,” Alexandra Zaoui, music data analyst at Instagram-parent firm Meta, observed.

[bctt tweet=”“In a world where online visibility directly leads to brand sponsorships and other types of monetary opportunities, crediting is more important than ever.” — Alexandra Zaoui @ZaouiAlexandra” username=”toprank”]

“One of the biggest challenges about being a woman and particularly a Black woman in tech is not seeing nor working with others like you,” Cameryn Boyd, software engineer at Meta, noted. “I’m passionate about bringing other Black women and underrepresented people into tech because that is how and when some of the best and most equitable innovation happens,” Boyd added.

Just as in the B2C marketing world, B2B influencer marketing can help amplify underrepresented voices, and features such as Instagram’s new enhanced tagging help expand such efforts.

Our CEO Lee Odden featured efforts that give voice to talent as one of the top methods for elevating B2B marketing in 2022, in “Three of the Biggest Opportunities to Elevate B2B Marketing in 2022.”

[bctt tweet=”“B2B marketers are in a unique position to make choices about how they represent their customers in content, who they partner with in content collaborations and the influencers they engage.” — Lee Odden @LeeOdden” username=”toprank”]

Instagram Enhanced Tagging For B2B Marketing Success

By fully embracing Instagram’s new enhanced tagging capabilities, savvy B2B marketers can lead the way and set a good example for the influencers, digital creators, and industry experts they work with, in a process that’s beneficial for both brands and influencers alike — not to mention both existing and potential customers.

Instagram is just one of the digital menagerie of social media platforms that top B2B brands use to engage audiences, however as an increasing number of B2B firms find success on platforms including TikTok and others, having a solid cross-platform tagging strategy in place will give you an edge over those who don’t.

Creating award-winning B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. Contact us to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

The post Instagram’s Enhanced Creator Tags: Implications for B2B Influencer Marketing appeared first on B2B Marketing Blog – TopRank®.

22 Giugno 2022