This document discusses the need for branded visual content on social media and challenges in scaling visual content globally. It notes that images receive 53% more likes than text on Facebook. While there is high demand for images, many brands struggle to provide localized, on-brand visual content that respects legal and cultural differences across countries. The document advocates developing visual content strategies around long-term story arcs and having context-relevant images prepared to respond to real-time events. It also stresses the importance of creating China-specific images and videos that depict everyday scenarios and places familiar to Chinese audiences.

2. videosinfographicsimages
visual, micro-graphics for social

3. images receive
53% more likes
than text-based posts
on facebook
Source: Hubspot

4. images (and video) are the
the key currency
on social media

5. there is a
massive gap in supply
of branded imagery
owing to trademark, relevance and localization
issues
BUT

6. Content Gap - Relevance
Designed for USAdvertising Content
Local Matters A LOT!
Used in all Countries???
Who are the contents (images)
designed for?

7. Content Gap - Restrictions
Approvals/RightsOther Logos Laws in Advertising
Scaling up visual content assets
requires a careful approach.

8. Content Gap - “On Brand”
Wrong Age? Wrong Style?
There is a danger of letting poor
choices down-grade the brand image.

9. what are social
micro-contents?
how are they different?

10. Low Cost
High Cost
More Casual More Formal
Social vs Display Content
Micro-graphics
Big, Brand Productions
UGC ...reviews, etc
Advertising Shots
Native on Social
?

11. Low Cost
High Cost
More Casual More Formal
Social vs Display Content
Big, Brand Productions
UGC ...reviews, etc
Advertising Shots
Native on Social
Lower Cost
Native on Social
Brand Relevant (on-brand)...
Product x Experience
Brand x Attitude
Brand x Social Conversation
Micro-graphics

12. Long-term Brand Story Arc
Micro-graphic
Micro-graphic
Micro-graphic
Micro-graphic
Micro-graphic
Time
Micro-graphics can/should be designed around a long-term story arc ...allowing brand and
audience to share a journey and connect through multiple touch points and themes.
Story Arc
Theme Event
Meme
Audience
Comment
Question

13. in a
real-time world,
context relevant visuals
matter a lot

14. Responding appropriately is largely about preparation. Having content ready-made for a
scenario ...ready to respond when the moment comes.

15. Products X Places
Capturing an important location, at the right time.

16. Related to Events/Occasions
In preparation for a festival, holiday, event, season...

17. Activities - Situational
Capturing the the way people use your products - related uses.

18. “Making of” ...behind scenes
Providing background to what really goes into your products

19. Personality/Attitude Driven
Connecting uniquely to personality types, with the right attitude.

20. Playing off Memes & Events
In response to fast-breaking events, trends, songs, dances online

21. Quirky, Fun...Amusing
Representing a fun, personable and sometimes irreverent attitude

22. Image Driven
And at times, an alter-ego...

23. Close to Emotional Center
Connecting to what matters most to people.

24. Connecting to Shops
And to the full experience of how we present our brand.

25. Chris Baker, Managing Director
Email: chris@totemmedia.net
Twitter/WeChat: Talktototem

26. videosinfographicsimages
realtime contents for china
By Totem Media.

27. China specific
images, videos
quality contents created in china,
fitting the chinese view

28. Made for China
Places & Scenarios Close to Home
Images that fit into her world - what she sees, her place.
HINT: Her world view is different.

29. morning commute
US China
vs
Different Situations -
Geography, Urban
Environments, Routines.

30. exercise
US China
vs
Different Situations -
Geography, Urban
Environments, Routines.

31. dinnertime
US China
vs
Different Situations -
Geography, Urban
Environments, Routines.

32. average weeknight
US China
vs
Different Situations -
Geography, Urban
Environments, Routines.

33. relaxation
US China
vs
Different Situations -
Geography, Urban
Environments, Routines.

34. the weekend
US China
vs
Different Situations -
Geography, Urban
Environments, Routines.

35. Places & Scenarios Close to Home
What scenarios are important for your audiences in China?
Made for China

36. thank you