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 is a virtual scrapbook where users â€˜pinâ€™ from third party sites and upload their own content in to themed boards, for revisiting later.
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!
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.
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.
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.
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.
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.