Visual Content Strategy for Brands

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Images are proliferating social media, on visual networks like Pinterest and Instagram and proving more effective on Facebook and Twitter. Users are more likely to engage with brands that post pictures, so check out these best practices for visual content strategy, tactics for executing images in social media and resources for finding visual inspiration. There are also a few apps to check out for where visuals may go next, including ThingLink and DigiSocial.

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Visual Content Strategy for Brands

  1. 1. 1Proprietary & Confidential © 2011 Zócalo Group, LLC June 2013 @JessicaReed09 WHY AND HOW OF VISUAL STRATEGY FOR BRANDS IN SOCIAL MEDIA
  2. 2. 2© 2013 Zócalo Group, LLC Why Images? 83% of learning occurs visually 90% of information transmitted to the brain is visual Images are processed 60,000X faster in the brain than text
  3. 3. 3© 2013 Zócalo Group, LLC Why Now in Social?
  4. 4. 4© 2013 Zócalo Group, LLC Images Taking Over Social Media 500 million photos are shared per day on average so far in 2013, which is on pace to become a 2x increase by the end of 2013, compared to share volume in 2012 “70% of all social media actions involve a picture” - Professor Mikolaj Jan Piskorski,Harvard University
  5. 5. 5© 2013 Zócalo Group, LLC 44% of users are more likely to engage with brands if they post pictures than any other media.
  6. 6. 6Proprietary & Confidential © 2011 Zócalo Group, LLC Image Strategy
  7. 7. 7© 2013 Zócalo Group, LLC Best Practices Editorial No faces
  8. 8. 8© 2013 Zócalo Group, LLC Best Practices Include Mascot
  9. 9. 9© 2013 Zócalo Group, LLC “Quotes account for 10% of Pinterest’s traffic” Best Practices
  10. 10. 10© 2013 Zócalo Group, LLC Best Practices Red Hues Multiple Dominant Colors 50% Color Saturation Medium Lightness
  11. 11. 11© 2013 Zócalo Group, LLC Best Practices Background no more than 40% of total image area Vertical = Better
  12. 12. 12© 2013 Zócalo Group, LLC Description & Hashtag To be shared, it must be found!
  13. 13. 13Proprietary & Confidential © 2011 Zócalo Group, LLC Tactics
  14. 14. 14© 2013 Zócalo Group, LLC Management Systems Be Efficient Be Responsive
  15. 15. 15© 2013 Zócalo Group, LLC Pinnable Mail Email templates to feature specific pins with call-to-action Ensures Pinterest users receive email featuring images on topics they’ve recently pinned
  16. 16. 16© 2013 Zócalo Group, LLC Contests for the Win
  17. 17. 17© 2013 Zócalo Group, LLC Gather the Influence 3,604,241 Followers
  18. 18. 18© 2013 Zócalo Group, LLC Amplify through Paid
  19. 19. 19Proprietary & Confidential © 2011 Zócalo Group, LLC Measure
  20. 20. 20© 2013 Zócalo Group, LLC Analytic Platforms Offer More Only about 10% of conversations mention a brand explicitly on Pinterest Track which images are being shared, when and where they’re shared to determine the why that will influence strategy
  21. 21. 21© 2013 Zócalo Group, LLC Analytic Platforms Offer More
  22. 22. 22Proprietary & Confidential © 2011 Zócalo Group, LLC Resources
  23. 23. 23© 2013 Zócalo Group, LLC Popular Images
  24. 24. 24© 2013 Zócalo Group, LLC Popular Images
  25. 25. 25Proprietary & Confidential © 2011 Zócalo Group, LLC Where to go next?
  26. 26. 26© 2013 Zócalo Group, LLC Add rich media tags to an image to make it interactive
  27. 27. 27© 2013 Zócalo Group, LLC 150MM snaps shared daily globally vs. Instagram 40MM/Day SnapChat
  28. 28. 28© 2013 Zócalo Group, LLC DigiSocial Audio with Images
  29. 29. 29Proprietary & Confidential © 2011 Zócalo Group, LLC Questions? Jessica Reed Emerging Media Strategist Zócalo Group Email: jreed@zocalogroup.com LinkedIn: JessicaReed09 Twitter: JessicaReed09 Sources: EVZdrop, HubSpot, Curalate, Hello! Society, PinLeague, ROI Research, Kleiner Perkins Caufield Byers, Dan Zarrella, Mashable, Pinterest

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