Marketing & The Visual Web
Mobiles Impact on Social Engagement
Visual Context Predates Mobile Technology
The roots of interpreting objects lie in Susan Sontags 1960s essay Notes on "Camp
objects are not interesting in themselves but rather in the way they are represented...[and their] manifestation and realization are in the eyes of the beholder
whatever excess of understanding is suggested in a given image, a caption will eventually be needed to help read the image
Social Media Marketing Turns Powerful Through Context
How does your shareshape or fit into the context of your brand?
What filters are applied to content curation, creation, and sharing?
What is your take on any one share and how do you caption articles, images, videos, etc?
Why is your share distinctive from others sharing the same or similar content?
I challenge myself to capture daily happenings in a unique and aesthetically pleasing way. And sometimes I also try to make photos based on cheesy puns.
What is Visual Marketing And Why Is it so Powerful?
Visual marketing is a discipline involving the relationship between an object and defining context.relying on composition and caption
Visual marketing relies on a link between laws of visual perception & cognitive psychology
Visual marketing received unprecedented boost from mobile, video, and social media technology
Visual marketing, logically speaking, applies to businesses like Apartment Marketing as much as any other
Science of Visual When your eyes are open about
two-thirds of the electrical impulses firing in your brain are related to the visual information cascading in
Your brain fires up to 2 billion times per second just to compute, integrate, and remember all of the visual information it is taking in
If you hear a piece of information, then a few days later you will only remember 10%. But if you add a picture to that information, recall goes up to 65%
We are visual animalsestablished at birth
National Center for Biotechnology Information determined the average attention span of a human being fell over the last fifteen years, from 12 seconds to a mere 8
Your brain can process images 60,000 times faster than it can process words
In an instant, an image can convey an idea or an emotion which will stick with you much longer than the words on a page
Content Marketing Metamorphosis
1. Bloggers were early first movers in social networking where content creation involved hours each day in order to get discovered on the Web and build a brand over time
2. The world joined Facebook where short posts turned accepted habit while commenting (engagement) increased but shifted from blogs to social platforms
3. Micro-blogs like Twitter built user bases encouraging even shorter 140 character shares
4. Mobile explosion and accompanying apps allow for real time authenticity and reporting using pictures and images
5. Practically throwing words to the wind, the web turned visual overnight with hyper adoption of social-sharing sites and apps like Instagram, Pinterest, SnapChat, YouTube, Meerkat, Periscope and more
Metrics for Content SuccessENGAGEMENT!
Visual = Engagement
All too perfect lighting, and happy people ring less than true. Perfect images are not representative of real experience
Consumers want to see real images, of real things, taken by real people
Top Traffic Apt Blogs Are Visual
Instagram is Easier and More Engaging
Brand & Integrate W/Instagram
L2 has gathered 850 data points across 5,000 brands digital footprint. They predict Instagram will become the worlds most powerful social platform because of its visual and mobile roots.
Authentic and believable imagery from daily life trump staged and perfect imagery for engagement
The resonance of visuals manifests itself in Instagramsgrowth. The fastest growing platform has 200 million users and an engagement of 1.5%, which is 15x Facebooks 0.01 engagement rate.
An algorithm based on community size and engagement would show Instagram to be the most powerful social platform NOW!
Traditional Non-Visual Social Platforms Prove Point
Pinterest Is Socially Powerful
Zuckerberg Taking FB to Video
Video perceived as challenging, expensive, and highly produced
Mobile devices, YouTube, Vine, Periscope, MeerkatInstagram, and FaceBook changes game
YouTube has more than 1 billion users Every day people watch hundreds of millions of
hours on YouTube and generate billions of views
The number of hours people are watching on YouTube each month is up 50% year over year
300 hours of video are uploaded to YouTube every minute
Half of YouTube views are on mobile devices
Beauty Maven: Michelle Phan
Geek Baker: Roseanna Pansino
Fashion Aficionado: Bethany Mota
But Can Anyone Win With Video & Images?
Video success is not exclusive to YouTube nor a monopoly of new media mega stars
Image success is not exclusive to professional photographers nor celebrities
Niche creators on any conceivable subjectsmall space living, exercise, city guides, local restaurants, decorating are creative beacons of content creation capable of growing engaged follow bases
Why Video Marketing On YouTube
Content: Address your audiences needs. If you can blog about it, you can create a video about it. Frequently asked questions, expert series, holiday series, resident highlights, amenities, restaurants, local happenings.
SEO: Your videos should be findable on and off YouTube. Videos often appear on the first page of search engines, and are a proven method of leap-frogging your competition to the top of the search results page. The fact that Google owns YouTube cant be overlooked.
Branding: Brand your Channel Followers: Regular content posting will keep attracting and retaining
followers Calls to Action: Create engagement like subscriptions, site visits,
requests for portfolio through annotations enabled on YouTube page Leverage other social media platforms: Share videos from YouTube on FB,
Twitter, and Instagram Review YouTube Insights: See what works and do more of that!
Apt Marketers Adopt YouTube:Still Time For Early Mover Advantage
Manchester Lakes Apartments Alexandria, VA
Integrating YouTube & Instagram