A picture is worth a thousand words. A video perhaps even more. As the social media channel matures, there is a clear increase in focus on the use of imagery, both still and video, across the established and emerging networks.
The Instagram and Pinterest Effect
I’m not going to talk about the rise of Instagram and Pinterest, don’t worry! The reason they are included as a key part of this post is the clear and rather obvious fact that they are built upon a foundation of imagery. The people that partake in these networks see an image as their first interaction with a piece of content, yes there may be comments attached to the image but it is the photograph (or video in the case of Pinterest) that grabs the initial attention. That image then (hopefully) compels the user to take an action. This could be as simple as a ‘like’ or a deeper action such as clicking the image on Pinterest in order to visit the site that it originated from. What happens then can clearly range from an actual product purchase to a further share on to another network via social sharing buttons – Twitter or Facebook for example. Both of these actions are highly desirable for a brand or business. This all points to the fact that images are becoming an essential on-boarding function.
March 30th is looming and any brand on Facebook better have their Timeline in order. What is one the key components of the Timeline? Yup, a big fat ‘cover image’ that sits a top your TL (that’s what the cool kids are calling it) like a beacon in the night. Your cover image may well be the first impression your business makes on the Facebook audience. If it sucks, they may not proceed any further. If it catches their eye and puts across something special about your brand, it may well be the start of a beautiful relationship. More on-boarding. When it comes to user Timelines on Facebook, images play a huge and attractive part of them. If a user takes a snap on Instagram and shares it via Facebook (on to their Timeline), said image is placed in its full size glory slap bang in the middle of their Timeline. There is real potential there. I’m saying no more, you clever people can work out how to make use of that!
Words Are Still Important!
This blog post will contain over 450 words once complete. It will also include an image. There is a fair chance that that image will offer you very little in the way of information. The real value (assuming you have gained any from it of course) is in the good old fashioned collection of letters, words and punctuation. Blogs and well-written web copy should still play an integral part of your digital communications mix.
Be sure to consider how imagery and video will feature in your activities now and in the future. When you are planning your social media content, take the time to work out what activity will allow you to create and make use of great (emphasis on great!) imagery. If you aren’t already considering how photo-based networks like Pinterest could play a part in your strategy, then give it some time ASAP! Imagery works well across all key media consumption platforms and especially mobile. If that doesn’t sell it enough then nothing will.
How are you using imagery across social media? Have you seen great results?
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