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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