By Mike Stiles on Aug 20, 2013
You’ve heard it again and again. Using photos and images in your social posts is the best practice to beat all best practices, increasing the likelihood your post will be seen in the news feed and win some engagement.
And while it’s fine to pragmatically know that, you’ll do much better to internalize just how wild the public has gotten about images, and why. Maintaining a constant awareness of this passion is the only way for your brand to match that passion for imagery, which will then drive the effort and quality of the images you use to show the world your brand’s face (your brand selfie).
While blogs and conferences and webinars and ebooks are advising brands on that elusive issue of “how to increase engagement,” the public is jumping up and down right in front of us, showing us the answer as clearly as they can.
- 300 million photos uploaded to Facebook daily.
- An average 7.3 million daily active users on Instagram as of August 2012.
- Instagram's average daily mobile visitors up 724% leap in 6 months.
- Total unique visitors to Pinterest up 2,702.2% in one year.
- Average 257 minutes per user spent using Instagram on mobile in one month.
- Average 1 hour, 17 minutes spent by Americans on Pinterest.
- One new user gained per second on Instagram
- 58 photos uploaded per minute on Instagram
Is there still a doubt that images on social can move the needle and get you the attention and engagement you want?
- Over 80% of Pinterest pins are repins.
- 59% of Pinterest users bought an item they saw on the site.
- 79% of Pinterest users are more likely to buy things they’ve seen on Pinterest.
- Articles with images get 94% more views than articles without.
- Pictures on Facebook get over twice the engagement of text posts.
- Facebook posts with photo albums get 180% more engagement.
- Tweets with images get twice the engagement of text tweets.
- After Twitter added built-in photo sharing, photo sharing increased 421%.
- When searching, 60% are more willing to consider or contact a business if an image shows up in search results.
Your fans are taking photos, uploading photos, liking photos, sharing photos, commenting on photos, and shopping from photos. Which means your social marketing success is quite tied to how well you execute on imagery. Brands are starting to get it. Indeed.com found jobs requesting Instagram skills are up 644% from 2012. 25% of F100 companies have Pinterest accounts. And the number of photos posted by brands is up 20% over last year. But just why is imagery so powerful that it (along with video) is key to social marketing?
Aside from pictures being eye-catching, fast & easy to consume, worth a thousand words, and transcending language, Robin Kelsey, a professor of photography at Harvard says pictures aren’t about capturing and storing memories anymore. They’re becoming the real-time way we communicate. Consider Snapchat at 200 million images per day, none of which are meant to survive. Wireless trade association CTIA sees images replacing texting. Texting was down 5% over the year, but MMS (multimedia messages) soared up 41%.
Still feeling stoked about your 50-page, text heavy white papers?
Brain scans show us that seeing something attractive triggers the part of the motor cerebellum governing hand movement, causing us to literally want to reach toward what we see. Pretty easy to understand why food is the top content category on Pinterest, huh? 67% of consumers say the quality of a product’s image is very important when decision-making, even more important than product info, long descriptions, and ratings and reviews. They want beauty, they want to feel something, they want to be moved. So, your social publishing tool has to give you a canvas that can present your images in the strongest light.
If brands want fans and followers to “reach out” for their products, those selfies need to look really awesome.
Photo 1: Benjamin Earwicker, stock.xchng
Photo 2: stock.xchng