The Visual Content Explosion 2013


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Visual content is the centerpiece of your brand's world across online paid, owned, networked and borrowed media.
In this briefing I explored the importance of using visual content to capture user attention, add value to a consumer’s relationship with a brand and drive earned media.
I also covered off the visual content toolkit for marketers, explored visual storytelling and showed some examples of visual content I've developed with the team.

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The Visual Content Explosion 2013

  1. 1. Thursday, 13 June 2013
  2. 2. Why Now? Thursday, 13 June 2013
  3. 3. Digital disruption & social media Thursday, 13 June 2013
  4. 4. Rise of smartphones & tablets Thursday, 13 June 2013
  5. 5. Reduced cost of production for content Thursday, 13 June 2013
  6. 6. Data everywhere Image: Thursday, 13 June 2013
  7. 7. Why Visual? Thursday, 13 June 2013
  8. 8. We’re wired for visual 90% of information transferred to the brain is visual, and visuals are processed 60,000x faster in the brain than text Source: 3M Thursday, 13 June 2013
  9. 9. We love a bit of eye candy! Studies suggest that cute images stimulate the same pleasure centers of the brain aroused by sex, a good meal or psychoactive drugs like cocaine Source: Thursday, 13 June 2013
  10. 10. It’s a visual world online 10% of all pictures taken by humankind were taken in the past 12 months Image sourced from the great presentation by Concept Bakery Survey: Visual Content Critical For Engagement in Marketing, PR and Social Media (Graphic: Business Wire) Thursday, 13 June 2013
  11. 11. Lead by example 1 month after the introduction of Facebook timeline for brands, visual content - photos and videos - saw 65% increase in engagement ...then they bought Instagram Source: Simply Measured Thursday, 13 June 2013
  12. 12. Lead by example New Facebook NewsFeed Thursday, 13 June 2013
  13. 13. Lead by example New Twitter Cards Thursday, 13 June 2013
  14. 14. Lead by example New Google+ Thursday, 13 June 2013
  15. 15. Visual content toolkit Thursday, 13 June 2013
  16. 16. Static photos / images Visual content toolkit Source: Thursday, 13 June 2013
  17. 17. Bringing photos / images to life Visual content toolkit Source: Activision Call of Duty Ghosts Thursday, 13 June 2013
  18. 18. Interactive photos / images Visual content toolkit Make images like the above interactive by directly linking to video, to purchase & information Thursday, 13 June 2013
  19. 19. Teaser video content Visual content toolkit Source: Thursday, 13 June 2013
  20. 20. Interactive Video Visual content toolkit Source: Thursday, 13 June 2013
  21. 21. Infographics Visual content toolkit Source: Activision Call of Duty Ghosts Thursday, 13 June 2013
  22. 22. Infographics: Interactive Visual content toolkit Source: Thursday, 13 June 2013
  23. 23. In the last year, the world’s top creative agencies used the Google Maps API as part of a significant advertising campaign. Using maps as the ‘emotional connective tissue,’ a personal connection to the consumer can be created in websites, interactive campaigns, mobile apps, games, and much more Interactive Maps Visual content toolkit Thursday, 13 June 2013
  24. 24. Storytelling Thursday, 13 June 2013
  25. 25. Storytelling Thursday, 13 June 2013
  26. 26. Considerations Thursday, 13 June 2013
  27. 27. Considerations Think beyond one off pieces of content, and look at a series of stock and flow content as part of a longer term always on strategy Source: Percolate Thursday, 13 June 2013
  28. 28. Considerations Multi-screen & frictionless Image: Thursday, 13 June 2013
  29. 29. Considerations What motivates people & when? Source: BBC Thursday, 13 June 2013
  30. 30. Considerations Timely & contextually relevant Source: SocialFlow Thursday, 13 June 2013
  31. 31. Considerations Search engines now rank content based on social conversations and sharing, not just websites alone Photo: Lee Smallwood Thursday, 13 June 2013
  32. 32. Considerations IP and rights - what images/content you can or cannot use Reality check for brands (across ALL platforms): Even if platform terms allow you an implied licence to use content, will individuals complain about commercial exploitation? Be wary of editing, not crediting, overlaying with brand IP What if the third party content itself infringes IP? A brand is FAR more likely to be sued than an individual for infringing content How far you should go in using 3rd party IP depends on context Remember image rights are not the same as copyright – nothing in the platform terms gives you permission from the individuals featured in an image or video. This requires individual consent Thursday, 13 June 2013
  33. 33. Future Thinking Thursday, 13 June 2013
  34. 34. More investment in photography / video Brands and agencies will look to set up internal production teams Thursday, 13 June 2013
  35. 35. Employees encouraged to be more creative Humans are innately creative creatures, so encouraging employees to produce visual content could add more enjoyment to job Photo: Thursday, 13 June 2013
  36. 36. Chief Content Editor? Ensure brand story is told in correct way, ensure right content is distributed across right channels, repurpose content to save costs, eliminate duplication, produce and publish content Chief Content Editor Thursday, 13 June 2013
  37. 37. Thank you @fivebyfiveuk Thursday, 13 June 2013
  38. 38. References Ar#cles h)p://­‐every-­‐car-­‐toyota-­‐has-­‐ever-­‐made-­‐in-­‐this-­‐mind-­‐boggling-­‐interac#ve-­‐#meline h)p://­‐six-­‐second-­‐moments-­‐in-­‐oscars-­‐history-­‐created-­‐by-­‐vine-­‐auteurs h)p://­‐Storytelling-­‐The-­‐Key-­‐Weapon-­‐to-­‐Content-­‐Marke#ng Slideshare h)p://­‐the-­‐next-­‐genera#on-­‐of-­‐business-­‐innova#on-­‐by-­‐peter-­‐fisk h)p://­‐not-­‐to-­‐freak-­‐out-­‐about-­‐content-­‐marke#ng-­‐by-­‐jess3 h)p://­‐the-­‐rise-­‐of-­‐visual-­‐storytelling-­‐in-­‐a-­‐content-­‐marke#ng-­‐world h)p://­‐branded-­‐visual-­‐content-­‐theorem-­‐15373212 h)p://­‐storytelling-­‐with-­‐data-­‐14639776 Thursday, 13 June 2013