Visual content is the centerpiece of your brand's world across online paid, owned, networked and borrowed media.
In this briefing I explored the importance of using visual content to capture user attention, add value to a consumer’s relationship with a brand and drive earned media.
I also covered off the visual content toolkit for marketers, explored visual storytelling and showed some examples of visual content I've developed with the team.
8. We’re wired for visual
90% of information transferred to
the brain is visual, and visuals are
processed 60,000x faster in the
brain than text
Source: 3M
Thursday, 13 June 2013
9. We love a bit of
eye candy!
Studies suggest that cute images
stimulate the same pleasure centers
of the brain aroused by sex, a good
meal or psychoactive drugs like
cocaine
Source: http://www.youtube.com/watch?v=0Bmhjf0rKe8
Thursday, 13 June 2013
10. It’s a visual
world online
10% of all pictures taken by humankind
were taken in the past 12 months
Image sourced from the great presentation by Concept Bakery Survey: Visual Content Critical For Engagement in Marketing,
PR and Social Media (Graphic: Business Wire)
Thursday, 13 June 2013
11. Lead by example
1 month after the introduction
of Facebook timeline for brands,
visual content - photos and
videos - saw 65% increase
in engagement
...then they bought Instagram
Source: Simply Measured
Thursday, 13 June 2013
17. Bringing photos / images to life
Visual content toolkit
Source: Activision Call of Duty Ghosts
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18. Interactive photos / images
Visual content toolkit
Make images like the above interactive by directly
linking to video, to purchase & information
Thursday, 13 June 2013
23. In the last year, the world’s top creative agencies used the Google Maps API as part of a significant advertising
campaign. Using maps as the ‘emotional connective tissue,’ a personal connection to the consumer can be
created in websites, interactive campaigns, mobile apps, games, and much more
Interactive Maps
Visual content toolkit
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27. Considerations
Think beyond one off pieces of content, and look at
a series of stock and flow content as part of a longer
term always on strategy
Source: Percolate
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31. Considerations
Search engines now
rank content based on
social conversations
and sharing, not just
websites alone
Photo: Lee Smallwood
Thursday, 13 June 2013
32. Considerations
IP and rights - what images/content you can or cannot use
Reality check for brands (across ALL platforms):
Even if platform terms allow you an implied licence to use content, will individuals complain about commercial exploitation?
Be wary of editing, not crediting, overlaying with brand IP
What if the third party content itself infringes IP?
A brand is FAR more likely to be sued than an individual for infringing content
How far you should go in using 3rd party IP depends on context
Remember image rights are not the same as copyright – nothing in the platform terms gives you permission from the
individuals featured in an image or video. This requires individual consent
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34. More investment in photography / video
Brands and agencies will look to set up internal production teams
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35. Employees encouraged to be more creative
Humans are innately creative creatures, so
encouraging employees to produce visual content
could add more enjoyment to job
Photo: Facebook.com
Thursday, 13 June 2013
36. Chief Content Editor?
Ensure brand story is told in correct way, ensure right
content is distributed across right channels, repurpose
content to save costs, eliminate duplication, produce and
publish content
Chief Content Editor
Thursday, 13 June 2013