Online presence is becoming more and more important, but is it really that effective? Well, it is! However not every company is using the right content that appeals to their target audience. The use of effective visuals is the key to improve communications and engagement. In today’s blog post I will discuss the importance of image centric networks such as Instagram, Pinterest and Snapchat.
Visuals are of major importance in social media. In today’s online media it is easy for information to get lost or ignored because there is just too much going on. There are several studies that show that our brains process visuals faster plus they retain and transmit much more information.
Image Centric Networks
These networks, in other terms: photo centric networks, are highly popular and therefore really important to use as a company. However just pushing visual content on Instagram doesn’t do the trick, there is more to it. I will discuss why the use of networks such as Instagram, Pinterest and Snapchat are important. Furthermore I will give a few examples based on Blue Tomato, the company that I did my internship for.
This world famous application is a great tool to post relevant pictures related to your product or service in a general way. A company can make its followers aware of the products they’re selling, the special deals that are ongoing and upcoming events. Instagram can create a high level of interaction between companies and consumers. It can also give them some background info on the company and even “behind the screens” shots. For example a company can show pictures of employees at the office or at events. A lot of companies are seen as some faceless corporate identities and by showing something extra you will come across as more personal. Another important aspect is choosing the appropriate writing style that fits your image and connects well to the target audience. Obviously the use of hashtags are ideal to create more engagement and interaction and eventually analyze effectiveness.
I would like to illustrate the use of Instagram with a company example of Blue Tomato. Recently they posted a picture on Instagram about the styling of one of their latest shops in Lienz, Austria.
This post generated a decent amount of likes plus a lot of interaction because they asked a question to their followers. A combination of a photo and text can create a lot of engagement. In my opinion the photo is not even that interesting but with previous posts Blue Tomato already created a lot of interest for updates about the shop opening in Lienz.
Later that week they posted the answer to the question. As you can see Blue Tomato also comments on their followers and answers questions in multiple languages, which is really a plus!
Another cool Image Centric Network is Pinterest, which is not only suitable for increasing web traffic but much more. By creating different boards the company can increase visibility on the network. Furthermore followers can become influencers and regular shoppers. What Blue Tomato did in the past on Pinterest have created quite a lot of traffic and most importantly the image around the brand. For example they had a board with a Christmas wishlist, which was updated daily until Christmas. This was ideal for followers to get inspiration and furthermore get to know more about the product range.
Another highly used mobile application is Snapchat. Not a lot of companies are using it but in fact it can be really cool. There are a few examples listed in this slideshow. Using Snapchat is ideal to reach customers for flash sales and other unique offers, displayed in photos and videos that are just 10 seconds visible. A basic example that I like is Karmaloop. They post snaps of exclusive deals and regular lifestyle pictures. Furthermore they give a “behind the scenes” look to their followers.
Get your message across your target audience: Show don’t tell!
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