This document discusses the rise of visual marketing and its power, especially with the growth of mobile technology and social media. It makes three key points: 1) Visual marketing relies on using images and video within a context to convey ideas and emotions more effectively than text alone. The brain processes visuals much faster. 2) Social media platforms that emphasize images like Instagram and Pinterest have seen explosive growth, indicating the shift to visual content online. Engagement is much higher for visual posts compared to text-based posts. 3) Marketers are increasingly using visual content like videos on YouTube and Instagram to promote their brands in a way that is more authentic and engaging than staged photos. Regular, niche-focused visual

1. Marketing & TheVisual Web
Mobile’s Impact on Social Engagement

2. “Visual Web”?

3. Visual Context
Predates Mobile Technology
• The roots of interpreting objects lie in Susan
Sontag’s 1960’s essay Notes on "Camp”
“objects are not interesting in
themselves but rather in the way they
are represented...[and their]
manifestation and realization are in the
eyes of the beholder”
“whatever excess of understanding is
suggested in a given image,a caption
will eventually ‘be needed’ to help read
the image”

9. Social Media Marketing Turns
Powerful Through Context
• How does your share
shape or fit into the
context of your brand?
• What filters are applied
to content curation,
creation, and sharing?
• What is your take on
any one “share” and
how do you caption
articles, images, videos,
etc?
• Why is your share
distinctive from others
sharing the same or
similar content?

10. I challenge myself to capture daily happenings in a unique and aesthetically
pleasing way.And sometimes I also try to make photos based on cheesy puns.

13. What is Visual Marketing And Why
Is it so Powerful?
• Visual marketing is a discipline involving the
relationship between an object and defining
context….relying on composition and caption
• Visual marketing relies on a link between laws of
visual perception & cognitive psychology
• Visual marketing received unprecedented boost
from mobile, video,and social media technology
• Visual marketing, logically speaking, applies to
businesses like Apartment Marketing as much as
any other

14. Science of Visual
• When your eyes are open about
two-thirds of the electrical impulses
firing in your brainare related to
the visual information cascading in
• Your brainfires up to 2 billion times
per second just to compute,
integrate, and remember all of the
visual information it is taking in
• If you hear a piece of information,
then a few days later you will only
remember 10%. But if you add a
picture to that information, recall
goes up to 65%
• We are visual animals…established
at birth

15. National Center for Biotechnology Information
determined the average attention span of a
human being fell over the last fifteen years,
from 12 seconds to a mere 8
Your brain can process images 60,000 times
faster than it can process words
In an instant, an image can convey an idea or
an emotion which will stick with you much
longer than the words on a page

16. Content Marketing
Metamorphosis
1. Bloggers were early first movers in social networking
where content creation involved hours each day in order to
get discovered on the Web and build a brand over time
2. The world joined Facebook where short posts turned
accepted habit while commenting (engagement)
increased but shifted from blogs to social platforms
3. Micro-blogs like Twitter built user bases encouraging
even shorter 140 character shares
4. Mobile explosion and accompanying apps allow for real
time authenticity and reporting using pictures and images
5. Practically throwing words to the wind, the web turned
visual overnight with hyper adoption of social-sharing
sites and apps like Instagram,Pinterest,SnapChat,
YouTube, Meerkat,Periscope and more

18. Metrics for Content Success
ENGAGEMENT!

19. Visual = Engagement

22. All too perfect lighting, and happy people ring less than true. Perfect images
are not representative of real experience
Consumers want to see real images, of real things, taken by real people

25. Top Traffic Apt Blogs Are
Visual

27. Instagram is Easier and More
Engaging

28. Brand & Integrate W/Instagram

29. • L2 has gathered 850 data points across 5,000 brands’ digital
footprint. They predict Instagram will become the world’s
most powerful social platform because of its visual and
mobile roots.
• Authentic and believable imagery from daily life trump
staged and perfect imagery for engagement
• The resonance of visuals manifests itself in Instagram’s
growth.The fastest growing platform has 200 million users
and an engagement of 1.5%, which is 15x Facebook’s 0.01
engagement rate.
• An algorithm based on community size and engagement
would show Instagram to be the most powerful social
platform NOW!

30. Posts>Followers>Engagement

32. Traditional Non-Visual Social
Platforms Prove Point

34. Pinterest Is “Socially” Powerful

36. Facebook Images

37. Zuckerberg Taking FB to Video

38. Video Explosion
• Video perceived as
challenging,expensive,
and highly produced
• Mobile devices,
YouTube,Vine,
Periscope,Meerkat
Instagram, and
FaceBook changes
game

39. • YouTube has more than 1 billion users
• Every day people watch hundreds of millions of
hours onYouTube and generate billions of views
• The number of hours people are watching on
YouTube each month is up 50% year over year
• 300 hours of video are uploaded to YouTube every
minute
• Half ofYouTube views are on mobile devices

40. Beauty Maven: Michelle Phan

41. Geek Baker: Roseanna Pansino

42. Fashion Aficionado:Bethany Mota

43. But Can AnyoneWin With Video &
Images?
• Video success is not exclusive to YouTube
nor a monopoly of new media mega stars
• Image success is not exclusive to
professional photographers nor celebrities
• Niche creators on any conceivable subject–
small space living, exercise,city guides,
local restaurants,decorating– are creative
beacons of content creation capable of
growing engaged follow bases

44. Why Video Marketing On YouTube
• Content: Address your audience’s needs. If you can blog about it, you can
create a video about it. Frequently asked questions, expert series,
holiday series, resident highlights, amenities, restaurants, local
happenings….
• SEO:Your videos should be findable on and off YouTube.Videos often
appear on the first page of search engines, and are a proven method of
leap-frogging your competition to the top of the search results page.The
fact that Google owns YouTube can’t be overlooked.
• Branding: Brand your Channel
• Followers: Regular content posting will keep attracting and retaining
followers
• Calls to Action: Create engagement like subscriptions, site visits,
requests for portfolio through annotations enabled onYouTube page
• Leverage other social media platforms: Share videos from YouTube on FB,
Twitter, and Instagram
• Review YouTube Insights: See what works and do more of that!

45. Apt Marketers AdoptYouTube:
Still Time For Early Mover Advantage

46. Manchester Lakes Apartments
Alexandria,VA

47. IntegratingYouTube & Instagram

48. Visual>Context>Impression
ThankYou