So what’s the big deal about visual content? Why should you start using more of it in your social media marketing efforts?
Our brains like it.Our brains can process it faster. If you want to get a message across quickly, images are the way to go.People understand it.
Not only do our brains receive visual information better, it’s also easier for us to engage with on social media channels.
“Get Lost in Loudoun” Web Series and Campaign (Fall 2011-Spring 2012)Increased market share of younger demographics (13-44 years old): +14.1%Impressions generated: 17,784,318Total views of videos for series: 20,276Total number of visits to GetLostInLoudoun.com microsite: 14,611Total number of getaway experience contest entries: 1,264
What kind of drummer would buy a mail order cymbal without hearing and testing it out for himself? The Memphis Drum Shop has figured out a smart way around this issue, and as a result has opened itself up to customers from all around the world. They have a dedicated YouTube channel where they test out the sound of various cymbals on video and post those videos to let drummers hear a “virtual test” of what the cymbal will sound like. The channel has been up for a little over four years, and has amassed over 20 million views – not bad for a site targeted to the relatively small niche audience of active drummers.Other than just being cool, theydo a few things really, really well:They tell viewers how to have the optimal experience: “wear headphones”They focus on exclusivity and reason to buy: “these cymbals are exclusively available from Memphis Drum Shop”There is a strong call to action: they send you back to mycmbal.com to buy them.
Just like you would pin something you want to remember on a bulletin board, Pinterest lets you do the same thing to images you find on the web. Create your own virtual bulletin boards for the things you love – like recipes, places you want to visit, ideas for your home, and more. Once something is pinned, it can be “liked”, “shared” on Facebook, tweeted on Twitter, repinned, and commented on by your followers.
Aesthetic Design Construction from right here in Bastrop is a great example of a small business that is using Pinterest effectively. They appeal to Pinterest’saspirational nature by showing us what we can do with our new homes once we’re living in them. The photography is beautiful. And they’ve taken something that’s typically considered “manly” (construction) and made it be more appealing to Pinterest’s predominantly feminine audience.
This is from a Board that Lost Pines Toyota created called “Welcome to the Family”. It’s genius really. Anytime you can feature your happy customers in a photo that is shareable, that’s a win. People love to see themselves in pictures, and it shows other potential customers what kind of treatment they will receive as customers.
Find photos about your destination.
Snap a picture, choose a filter to transform its look and feel, then post to Instagram. Share to Facebook, Twitter, and your blog too – it's so easy. It's photo sharing, reinvented.
Even better if you can do it in new, interesting, or artistic ways.
Tell us who you are. We are more likely to do business with people we like.
It’s kind of like the Amazon.com method. When they show you recommendations for what other people have bought? If ALL these other people like you, then maybe I should like you too.
Why should I buy this product? What can it do for me? How will it make my life easier or better?
Hashtags are searchable. It’s a way to curate information (or photos, in this case) to make it easy to find. I can search Instagram for other photos with the same hashtag. I can also search them on Twitter where the photos are shared with a whole different audience.
People love going behind the scenes. It makes us feel like insiders. In the know. The more we know, the easier it is for us to buy.
Show your personality. Let loose a little. As I said earlier, we’re more likely to buy from people we like. Help us like you!
Transcript of "Seeing Is Believing: Using Visual Content in Social Media Marketing"
Seeing Is Believing: Using VisualContent in Social Media MarketingLongview Chamber of CommerceMay 9, 2013Photo: Alexander Rabb on Flickr
Get these slides here:http://sarahtpage.com/longview-day-2/
It Works!Photo: Nutmeg Designs on FlickrSource: Grazitti Interactive• 90% of information transmitted to the brain is visual• Visuals are processed 60,000 times faster in the brain than text• 40% of people respond better to visual information than text
It Drives Engagement!Photo: zane.hollingsworth on Flickr;Source: Grazitti Interactive• 700 YouTube videos areshared on Twitter everyminute• On Facebook, videos areshared 12x more andphotos are liked 2x morethan links and text-onlyposts combined• YouTube Mobile getsover 600 million viewsper day
It Drives Results!Photo: Lori Greigl;Source: Grazitti Interactive• Viewers are 85% more likely to purchase a product afterwatching a product video• 46% of people say a website’s design is the number onecriterion for determining the credibility of the company• Pinterest drives sales directly from its website – 21% havepurchased an item after seeing it on Pinterest
44% of users aremore likely toengage with abrand that postsphotos vs otherforms of mediaSource: ROI Research
• 80% of users preferto connect to abrand throughFacebook vs. anyother social site• 23% of users checktheir account 5x ormore every day• Photos receive53% more likesthan other content• Photos attract104% morecomments thanaverage postsSources: Huffington Post; Wishpond
300 million photos areuploaded to Facebookevery day!Photo: Franco Bouly on Flickr;Source: MarketingProfs
Using YouTube for Business1. Create a branded YouTube channel2. Make sure your content fills a relevant need3. Develop quick, simple, and engaging videos4. Optimize your videos1. Title2. Keywords3. Description4. Tags5. Share your videos in other places6. Use calls to action7. Measure!Source: http://socialmediatoday.com
Facebook &Twitter“Look at Me!”Photo: PaperNest on Flickr=
Pinterest =“Look at This!”Photo: Transguyjay on Flickr
• 80% of Pinterest users are women• Users spend an average of 1 hour, 17 minutes on the site• Pinterest referrals spend 70% more $$ than referrals fromnon-social channels• 43% of Pinterest users prefer to associate with a brand vsonly 24% on Facebook Source: http://socialfresh.comPhoto: droob on Flickr