Learn How Compelling Visual Content Can Increase Your Social Media Marketing ROI

In a blog post over two years ago (see Social Media Goes Visual: Why Pinterest is More Than You Think), I started calling the next frontier of social media marketing, “The Visual Web. This morning, I extended this conversation with a Google Hangout interview with Ekaterina Walter, the author of “The Power of Visual Storytelling.” Here’s that 30 minute conversation:

Fundamentally, humans are predominantly visual creatures, and according to a study from National Formosa University in Taiwan, this is reflected in our computer environments—especially in this age of social media!

Bottom line, you may produce the most compelling written content for your business blog and social media marketing efforts, but if you don’t have the right visual content to make it more engaging, you may never see decent conversion rates.

Here are some basic tips (with more to come) as to how to effectively use visual content to engage readers and get a better ROI:

Vary Your Media

To effectively promote content in social media, mix up what kind of visual content you’re using.

  • Photos. Whether you’re using your own photographs, stock photography or a digital vector, you’re going to need a relevant image(s) to go along with your content. Case in point: Marketing blogger Jeff Bullas reports that articles with images get 94 percent more views, and on Facebook, photos get 84 percent more click-throughs than their counterpart text-based posts, according to Kissmetrics. Failing to add a photo can mean a major loss of conversion. Also, let’s face it—the article just looks nicer with an image or two.
  • Video. Integrating video into your social media campaign not only grabs people’s attention, but it helps you stand out as an authority in your field. To create customized video about your area of expertise, use a marketing service like ComBridges or just shoot and upload via YouTube, or use Google Hangouts On-Air as I have done above. If you simply need royalty-free stock video, try a site like Shutterstock.
  • Animated GIFs. Sites like Buzzfeed, Distractify and Tumblr use animated GIFs frequently. These sites get shares into the tens of thousands and views into the millions. With the widespread use of broadband, these kinds of images are far more high-tech and user-friendly than they used to be. They’re a great way to market pop culture events or tutorials without requiring the user to watch a video. If you’re trying to get a quick point across, use a GIF.
  • Infographics. Your target audience may not want to read a wall of text. Instead, offer them quick and easily accessible information (with credible sources) in the form of a visually engaging infographic. In fact, infographics have become so popular in recent years, you can search for just about any topic you’re interested in followed by the word “infographic,” and chances are, there is one available.

And all of this is just the beginning. In future posts, I’ll write more about things like Instagram, Pinterest, SlideShare and more. Please subscribe via the links above to be notified.

Keep Color Psychology in Mind

Because “The Visual Web” is all about graphics and images, color is key. Color sets off certain signals in your brain, even if you’re not aware of it. For example, the color red is exciting and stimulating, while blue is considered calming and trustworthy. Take a look at different business logos and advertisements as you’re driving down the street. Note what kind of an emotional appeal they have for you. Use this same type of approach in your social media efforts. Depending on the emotional response you want to convey, choose your imagery and colors within the content carefully. Visual.ly has a great infographic on the psychology of color that can help you make good color choices for your social content.

More to come! I look forward to your feedback and your shares. 😉

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Social Media Goes Visual: Why Pinterest is More Than You Think

NextGen Social Media

Pinterest is much more than the latest and greatest “hot” new social network. Because of it’s visual nature, I believe that this upstart social network reflects the next generation of socially networked communication. In the current and coming stages of the evolution of the Web’s social revolution, the written word is no longer sufficient.

In case you haven’t tried it yet, Pinterest is essentially an online vision board. It lets people “pin” images that they find inspiring, useful or beautiful and then share their collections of images—called “Boards”—with others. When people “re-pin” the images, they are essentially “retweeting” or sharing visual communications in a state-of-the-art social media style.

This naturally compliments the ways that video and photo sharing have become majorly important. In fact, the array of visual communication innovation that we are seeing right now is indicative of the dawn of a new age. The web has quickly become a more dynamic visual medium. Text and hyperlinks were a foundation, but only a beginning. And we are still in the early stages.

Let’s Get Visual!

This trend isn’t new, but it does make a big difference. For example, Facebook power users know that when you share pictures, not just text updates, it fuels increased engagement in a big way. In other words, you get more “Likes” and comments when there’s a visual component to what you post.

Elsewhere, Tumblr has extended the Twitter-powered popularity of micro-blogging in a much more visual direction, and the popularity of using Instagram to share and talk about photographs is also surging (and is poised for major new expansion when the Android version of the Instagram app is released soon). ReadWriteWeb even reminds us that it is this mobile-phone-powered digital photography trend that slew the former photo corporate dragon: Death by Smartphone: How Mobile Photography Helped Kill Kodak.”

And then there’s YouTube which recently announced that 24 hours of video is uploaded to their site every twenty-four seconds. The video visual media explosion is so dramatic that YouTube itself produced this quick little 45-second video in an attempt to make its mind-boggling growth comprehendible:

If doesn’t clarify this explosion for you, Time Magazine recently ran an article, The Beast with a Billion Eyes, which characterizes YouTube as “the most rapidly growing force in human history.”

Blogger/consultant/author Jay Baer  says: 

“This is the year that photos challenge writing as the lingua franca of the social webIf you’re not taking and posting pictures to dedicated photo networks and cross-posting (when appropriate) to Twitter and Facebook, you’re missing out on a huge opportunity to grow your network and see the world through the eyes (or cell phone cameras) of thousands of new friends.”

The fact that the verb “pinning” has been showing up in conversations that aren’t even specific to Pinterest is a huge testament to the fact that people are captivated. If you think about how many times a day the verb to “google” is used to mean “search,” you can see that we’re on to something.

Why Is This Important for Business?

According to the Wall Street Journal, traffic to the Pinterest website has grown tenfold over the past six months. In January, the number of visitors on Pinterest was already almost a third of that on Twitter.

But Pinterest’s impact of web traffic may be even greater than Twitter’s. Based on a recent study conducted by Sharaholic, Pinterest drove more referral traffic to sites in January than Google+ (with 100 million users!), Reddit, YouTube, LinkedIn and MySpace all combined. Those are big-time numbers for the new kid on the block.

But, is there really room for another player in the social media VIP room? New York Times technology columnist David Pogue in his review, A Scrapbook on the Web Catches Fire, gives three good reasons why there definitely is:

  1. It’s clean. No ads, no pop ups, no blinking anything. It’s a pure and relatively simple rest for the eyes.
  2. It’s personal. Broadcasting isn’t the focus, rather your own interests take center stage in an authentic way.
  3. It’s humble. Pinterest Boards are about beauty, inspiration, information, passion, not self-absorbtion. It’s not, “Look at how great I am!” It’s, “Isn’t this GREAT!”

The blogger Beth Hayden sums it up well when she says Pinterest can  “…start making your social media strategy more beautiful, one little pin at a time.” When you add to this the fact that the early research seems to show that it will also make your social media marketing more engaging; and, when done appropriately, it will also help connect you to your constituencies at a deeper level: What’s not to like?

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Our Other Pinterest Post:

Luscious Links to Unlock Pinterest: Free Resources Show How to Pin Your Marketing

Luscious Links to Unlock Pinterest: Free Resources Show How to Pin Your Marketing

Just when you may have thought that social media marketing has settled down to the “big 4” (Facebook, LinkedIn, Twitter and YouTube), Pinterest breaks new ground. It’s actually fun to use, highly visual and growing like a weed.

I’ll have more to say about why I think Pinterest is a real trend setter in a future post. Meanwhile, here is a choice selection of way luscious links that will help you get started or understand more, no matter whether you’ve already pinned your first board or not. These free resources should be useful in improving your understanding of how to create effective social media marketing via Pinterest. Or, perhaps you might prefer to start by checking out my Pinterest boards by way of example? 😉

Pinterest:  Everything You Wanted to Know About 2012’s Hottest Startup
InfoGraphic and impressive data from Mashable.com

The Remarkable Rise of Pinterest:  Chart
Get the picture literally via this chart from Business Insider.  See how many people are already spending more time on Pinterest than on other big social sites like Twitter and LinkedIn!

The Big Picture, Big Changes.  How Pinterest is Leading the Way for “The Next Social Networks”
An intelligent perspective from “Trust Agent” Chris Brogran

How Pinterest is Becoming the Next Big Thing in Social Media for Business
Jason Falls makes the case for Pinterest for business on Entrepreneur.com

Pinterest: 13 Tips and Tricks for Cutting Edge Users
Mashable’s how to guide will help you maximize you Pinterest activities.

56 Ways to Market Your Business on Pinterest
A cool & comprehensive blog post by Beth Hayden

30 Resources, Tips and Tricks for Marketing Your Business on Pinterest
A very useful collection from Jeff Bullas that also includes many more “luscious links”

The Ten Most Followed Brands on Pinterest
Mashable’s selection shows the woman-leaning bias of Pinterest, except I’m a Whole Foods and Mashable kinda guy and those companies are way into Pinterest too 😉

Dozens Of Major Companies Failed To Secure Their Brand Names On Pinterest
The name game is under way and lots of businesses are not paying attention… at their own peril. Are you and yours all set with the Pinterest name you love and deserve? 😉

Pinterest Data Analysis: An Inside Look
Research firm RJMetrics delivers some fascinating insights about Pinterest’s rapid growth as well as its “growing pains”

A Pinterest Board of Cool Pinterest Stuff
And, what selection of Pinterest links would be complete without a link to a Pinterest Board packed with cool Pinterest stuff? This is also a great example of how a Pinterest Board can be useful, interesting and creative.

Enjoy and please comment. Do you like this kind of link aggregation? Did you find this post useful? Thanks!