Content has always been king, but today’s content is much more than words on a page. The use of images, videos, infographics and GIFs are continually rising online, with an ever-increasing impact on the reader.
Statistics from 2014 suggested that 55% of visitors spend fewer than 15 seconds on a website. Today it’s believed that people are spending even less time on webpages. When it comes to content, the old saying ‘a picture tells a thousand words’ has never been more appropriate, and multimedia can sum up an article more effectively than streams of long text.
Not only are Infographics a great way for your brand to provide useful information, figures and thought-leadership in bitesize chunks, they can also be repurposed and utilised across social media channels such as Instagram and Facebook. In the ways which text often becomes outdated and irrelevant, an infographic can retain its freshness.
As stated in Adweek.com, 90% of the information transmitted to the brain is visual. In addition, colour images increase a person’s willingness to read by 80%, showing the influence infographics could have on readers.
High-quality images can help to increase the credibility of a brand. Whether it’s a press release, a webpage or a blog post, you should include plenty of images to bring the post to life and help maintain reader engagement. If you’re posting an article on social media, try attaching an image to the post and note the difference in engagement, click conversions and how long people are spending on the page.
JPEGs are generally the best option due to their file size and quality. However, PNGs can be useful for decorative purposes and GIFs are a fun, visual way to market your brand.
According to Cisco, video will account for 69% of all consumer internet traffic within two years, while traffic for video-on-demand services are set to almost treble. That’s no surprise when you consider that YouTube receives more than one billion unique visitors every month – more than any other channel. The second-most frequently used platform is Facebook, which also has a high volume of videos and interactive content.
Videos can be viewed directly through social media without users having to leave an app. When accompanied by text, these videos can be a great way to increase traffic to a blog post. Ensure your brand is reaping the benefits of YouTube, Vimeo and Daily Motion and enhance your company’s presence with plenty of multimedia content.
What are the big brands doing?
Increasingly, brands are using apps such as Vine, Snapchat and Periscope to market themselves. Vine, which is owned and promoted by Twitter, has a six-second maximum clip length. This gives businesses with limited budgets and restricted time a greater opportunity to get involved with the platform as Vine success relies more on strong, creative ideas rather than big-budget campaigns.
Snapchat is a platform which is increasingly being utilised by larger brands. With the use of filters, stories and now face swaps, Snapchat is constantly encouraging people to get involved with the app.
One of the most effective ways of encouraging social media sharing and engagement is to give users access to unseen and exclusive content. A recent example of this would be this year’s Met Gala (The Met).
Taking place on the first Monday in May, the annual gala raises funds for New York’s Metropolitan Museum of Art’s Costume Institute. One of the standout events in the fashion world, The Met is always attended by A-List celebrity guests and is famed for its Oscars’ style red carpet.
Traditionally a private and highly exclusive affair (where guests may be charged up to $30,000 per ticket), The Met opened its doors live for the first time via Snapchat. This year, stars such as Kendall Jenner, Madonna and Marc Jacobs shared their own experiences on Snapchat. The app also had an official story dedicated to the evening – offering an insider’s view of the night’s entertainment.
This significantly increased The Met’s coverage as its involvement with Snapchat made the event relevant and engaging to both new media and new, younger and much more diverse audiences.
TV streaming company Netflix recently launched a new outdoor advertising campaign in Paris. Using posters of characters from flagship programmes such as House of Cards and Orange Is the New Black, Netflix encouraged people to take selfies and face swap with the characters and to spread the word on social media.
Periscope, also owned by Twitter, attracted a range of brands almost immediately when it launched last March. A live broadcasting channel, Periscope gives users 24 hours to watch streams and interact in real time with users across the globe. Twitter itself has also given guidelines advising people how to best utilise the app.
Appealing to new audiences
Infographics, images and videos can have a positive impact on reputation in numerous ways. Not only can these increase readership and engagement, they can also boost a brand’s online presence. Social media platforms are often overlooked by organisations.
Ensure you utilise the range of online platforms available and understand where your target audience spend their time online. By engaging audiences across different social media platforms, you can grow your readership and extend your appeal to new markets. The Met is a good example of a branded event which has widened its appeal and inspired a younger audience to act as brand ambassadors; in this case with the help of Snapchat.