Visual content is the centrepiece of your brand's world across online paid, owned, networked and borrowed media.
In this breakfast briefing we 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.
We also covered off the visual content toolkit for marketers, explored visual storytelling and showed some examples of visual content we've been tinkering with ourselves.
Delivered by Tom Chapman, Head of Innovation at Five by Five on 7th June (Southampton) and again on 14th June (London) as part of the agencies ongoing series of breakfast seminars.
We’re wired for visual90% of information transferred tothe brain is visual, and visuals areprocessed 60,000x faster in thebrain than textSource: 3MThursday, 13 June 2013
We love a bit ofeye candy!Studies suggest that cute imagesstimulate the same pleasure centersof the brain aroused by sex, a goodmeal or psychoactive drugs likecocaineSource: http://www.youtube.com/watch?v=0Bmhjf0rKe8Thursday, 13 June 2013
It’s a visualworld online10% of all pictures taken by humankindwere taken in the past 12 monthsImage 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
Lead by example1 month after the introductionof Facebook timeline for brands,visual content - photos andvideos - saw 65% increasein engagement...then they bought InstagramSource: Simply MeasuredThursday, 13 June 2013
Lead by exampleNew Facebook NewsFeedThursday, 13 June 2013
Lead by exampleNew Twitter CardsThursday, 13 June 2013
Lead by exampleNew Google+Thursday, 13 June 2013
Bringing photos / images to lifeVisual content toolkitSource: Activision Call of Duty GhostsThursday, 13 June 2013
Interactive photos / imagesVisual content toolkitMake images like the above interactive by directlylinking to video, to purchase & informationThursday, 13 June 2013
Teaser video contentVisual content toolkitSource: https://vine.co/v/bDVpIUFww9rThursday, 13 June 2013
Interactive VideoVisual content toolkitSource: redhotchilipeppers.comThursday, 13 June 2013
InfographicsVisual content toolkitSource: Activision Call of Duty GhostsThursday, 13 June 2013
Infographics:InteractiveVisual content toolkitSource: WarmBodiesMovie.comThursday, 13 June 2013
In the last year, the world’s top creative agencies used the Google Maps API as part of a significant advertisingcampaign. Using maps as the ‘emotional connective tissue,’ a personal connection to the consumer can becreated in websites, interactive campaigns, mobile apps, games, and much moreInteractive MapsVisual content toolkitThursday, 13 June 2013
ConsiderationsThink beyond one off pieces of content, and look ata series of stock and flow content as part of a longerterm always on strategySource: PercolateThursday, 13 June 2013
ConsiderationsMulti-screen& frictionlessImage: readwrite.comThursday, 13 June 2013
ConsiderationsWhat motivates people & when?Source: BBCThursday, 13 June 2013
ConsiderationsTimely & contextually relevantSource: SocialFlowThursday, 13 June 2013
ConsiderationsSearch engines nowrank content based onsocial conversationsand sharing, not justwebsites alonePhoto: Lee SmallwoodThursday, 13 June 2013
ConsiderationsIP and rights - what images/content you can or cannot useReality 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 IPWhat if the third party content itself infringes IP?A brand is FAR more likely to be sued than an individual for infringing contentHow far you should go in using 3rd party IP depends on contextRemember image rights are not the same as copyright – nothing in the platform terms gives you permission from theindividuals featured in an image or video. This requires individual consentThursday, 13 June 2013
More investment in photography / videoBrands and agencies will look to set up internal production teamsThursday, 13 June 2013
Employees encouraged to be more creativeHumans are innately creative creatures, soencouraging employees to produce visual contentcould add more enjoyment to jobPhoto: Facebook.comThursday, 13 June 2013
Chief Content Editor?Ensure brand story is told in correct way, ensure rightcontent is distributed across right channels, repurposecontent to save costs, eliminate duplication, produce andpublish contentChief Content EditorThursday, 13 June 2013
ReferencesAr#clesh)p://www.fastcocreate.com/1682500/see-‐every-‐car-‐toyota-‐has-‐ever-‐made-‐in-‐this-‐mind-‐boggling-‐interac#ve-‐#melineh)p://www.fastcocreate.com/1682487/watch-‐six-‐second-‐moments-‐in-‐oscars-‐history-‐created-‐by-‐vine-‐auteursh)p://searchenginewatch.com/ar#cle/2238606/Visual-‐Storytelling-‐The-‐Key-‐Weapon-‐to-‐Content-‐Marke#ngSlideshareh)p://www.slideshare.net/geniusworks/gamechangers-‐the-‐next-‐genera#on-‐of-‐business-‐innova#on-‐by-‐peter-‐ﬁskh)p://www.slideshare.net/jess3/how-‐not-‐to-‐freak-‐out-‐about-‐content-‐marke#ng-‐by-‐jess3h)p://www.slideshare.net/chris#angadams/instabrand-‐the-‐rise-‐of-‐visual-‐storytelling-‐in-‐a-‐content-‐marke#ng-‐worldh)p://www.slideshare.net/kholzapfel/a-‐branded-‐visual-‐content-‐theorem-‐15373212h)p://www.slideshare.net/jess3/visual-‐storytelling-‐with-‐data-‐14639776Thursday, 13 June 2013