A picture paints a thousand words. So it makes sense that visual content should play a vital role in your social media marketing strategy.
63% of social media is made up of images and most people will immediately think of Instagram or Facebook when it comes to connecting visual with a social media channel. However over the past few years there have been a few new kids to arrive on the social media block.
At our recent
Digital Futures event, we looked at whatâ€™s new in digital marketing and how best marketers could be getting value from recent innovations. One of the main areas of discussion was social media and the concept of visual content marketing. So here we take a closer look at three of the more recent platforms to cross our social pathways, and look at whoâ€™s using what and how - with some great examples of how visual content can be quick and cost effective to set up and use.
Pinterest in a nutshell
Pinterest is a virtual scrapbook where users â€˜pinâ€™ from third party sites and upload their own content in to themed boards, for revisiting later.
- 3m Pins daily in the UK
- 10.3 million unique users/month
- 62% of users are female
- 54% accessing solely through a mobile device
- Key content categories include: DIY (52% of users), Recipes (46%), Home decoration (37%), Holidays (17%) and Weddings (14%)
Why should brands take notice?
Pinterest is second only to Facebook when it comes to traffic to site from social media referrers. Itâ€™s intuitive, attractive and relatively low maintenance when compared with the likes of Twitter.
There are also a number of advertising opportunities â€“ coming soon to the UK â€“ from promoted pins to shoppable and cinematic pins, to help you grow your following and promote your content to the right audience. If youâ€™re a brand looking to reach a mainly female audience and you have or can produce exciting visuals itâ€™s worth considering!
- Manchester United - we love their engagement with bloggers, like Poppy D from What I Wore today, for their #myunitedstory campaign. A great example of reaching out and engaging with the key demographic of the platform â€“ a young woman â€“ to promote their brand.
- RSPB â€“ we love the blend of own content and third party content, a huge success story with over 250k followers!
- Marks and Spencer â€“ had a great Easter competition encouraging customers to share their #Eggsperiment photographs
- Waitrose â€“ trialled the platform with its #tasteofsummer campaign this year
Snapchat in a nutshell
Snapchat is a photo and video messaging app with the added featured of a view â€œlimitâ€. Users take a photo or a video, add a caption or doodle, and send it to friends who can then view the content for up to 10 seconds before it disappears.
- 60 million downloads
- 30 million active users (55% of which use Snapchat daily â€“ 16.5 million people
- 70% of users are female
- 71% of users are under 34 (45% are aged between 18 and 24)
- More than 25% of UK smartphone users are on Snapchat
- Ways in which brands use Snapchat:
- New product previews
- Behind the scenes looks
- Targeted video
Why should brands take notice?
Snapchat is beginning to shake off itâ€™s seedy, teen sexting image. As well as being one of the most impactful ways to reach Millennial and teen audiences, a wide range of brands are now starting to make use of the platform. It is extremely useful as a live, in the moment platform, especially for exclusive, time limited offers â€“ oh and a great storytelling tool for encouraging engagement.
- Burberry - their new collection was previewed ahead of this year's London Fashion Week, sharing unique, never before seen images, from world renowned photographer Mario Testino. The short life of the images lends itself extremely well to the preview campaign's aim with a focus on visuals. The luxury brand also uses the short life to promote discount codes and share behind the scenes footage.
- Co operative electrical - back in 2013, they were the first major UK retailer to use the platform as part of a campaign designed for students.
- ASOS - shared photos of items with an exclusive Snapchat discount code
- MTV -promoted exclusive photos and videos for the sixth season of Geordie Shore.
Vine in a nutshell
Vine is a mobile app that enables users to create short 6 second looping videos for sharing on social networks. Purchased by Twitter in 2012, nearly every 5 seconds a â€œVineâ€ is tweeted! For brands, â€œVinesâ€ have the potential to act as a mini commercial by repurposing and leveraging existing video content tailored for new, younger audiences.
- 40 million users
- 12 million videos added a day
- 25% of teens use Vine
- 18-20 year olds are the largest age group
- 57% of users are female
- Top ways to use Vine
- Awareness raising
- Video customer service
- Product placement
- Stop motion videos
- Showcase best fans
- Interact with fans/supporters
Why should brands take notice?
With more than 100 million people watching â€œVinesâ€ online, there are some truly innovative and entertaining ways that brands are using this platform. Itâ€™s quick and easy to use, and there are so many different ways to use it â€“ you donâ€™t have to create masterpieces each time, sometimes it can be the simple formats that create the best posts!
The platform ties in with Twitter, and Facebook, which makes it a really powerful complement to your existing networks. With the growth in popularity of video content, for those audience members with short attention spans, Vine offers a quick and easy way to engage with audiences, allowing your company / brand personality to shine through.
- Diabetes UK - we wanted to highlight two specific campaigns because of their simplicity in engaging with existing donors to say #thankyou, and their use of stop animation to raise awareness of the symptoms of Type 1 diabetes #the4Ts
- Natwest use the #uniproof hashtag to play to a younger demographic and focus on students by sharing a combination of â€˜productâ€™ and helpful tips/fun content
- Innocent performed some great storytelling recently with #SinisterPanda
- Red bull's live action shots
- Smart car has a good mix of clips taking a look inside the product, behind the scenes footage and clever use of interchanging background images.
Facebook penetration today is so high that to grow social media traffic and engage with a new audience, brands should be encouraged to look at these new platforms. Add to this the massive growth in video, then it makes good sense to add visual content marketing into your overall social media strategy.
This was certainly the conclusion at our
Digital Futures event, with several guests inspired to take another look at these networks and consider alternative ways to reach out to and engage with their audiences.
If youâ€™re a senior marketing professional and would be interested in attending one of our events next year, please
get in touch.