This document discusses the rise of visual marketing and its impact on social media engagement. It notes that visuals are more engaging and memorable than text. As mobile technology and social platforms that emphasize images like Instagram and Pinterest grew in popularity, marketing shifted to be more visual. Short-form video on platforms like YouTube and Vine also became very popular. The document argues that authentic imagery from real people is more engaging than perfectly staged photos. It provides several examples of individuals and brands that have found success using visual content on platforms like Instagram, Pinterest, YouTube and Houzz.

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

2. 2015: The Year Web Turned Visual
Why?

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. 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
• Fashion & Design industries have advantage in visual
marketing

11. Science of Visual
• When your eyes are open about two-
thirds of the electrical impulses firing
in your brain are related to the visual
information cascading in
• Your brain fires 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

12. 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

13. 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

17. 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

18. Design Blogs Are Visual
Erin Boyle Meghan McEwenStephanie Madewell

19. Instagram is Easier and More
Engaging

20. Brand & Integrate W/Instagram

21. • 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 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!

22. Posts>Followers>Engagement

24. Traditional Non-Visual Social
Platforms Prove Point

26. Pinterest Is “Socially” Powerful

28. More is Better on Houzz

29. Get Found Outside Houzz

30. Organize Content By David
Duncan Livingston

31. Facebook Images

32. Zuckerberg Taking FB to Video

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

34. • YouTube has more than 1 billion users
• 20 of 40 billion all-time YouTube views for branded
content happened in 2015
• The number of hours people are watching on
YouTube each month is up 50% year over year
• Half of YouTube views are on mobile devices
• 300 hours of video are uploaded to YouTube every
minute

35. Beauty Maven: Michelle Phan

36. Geek Baker: Roseanna Pansino

37. Fashion Aficionado: Bethany Mota

38. But Can Anyone Win 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 with community followings on
networks like Instagram, Pinterest, Houzz,
Facebook, YouTube, and Twitter on any
conceivable subject– nail art, vintage cars,
fusion cuisine, Grateful Dead – are creative
beacons of content creation capable of
growing engaged follow bases

39. Stacey Bewkes & Susanna Salk

41. Designers Have Adopted YouTube

42. Robeson Design

43. Robeson Design Mining YouTube

44. 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.