How to use visual social media to engage your audience

April 14, 2015

By: Linda Rosenblum and Nicole Estrada
More than half of us are kinesthetic learners, and studies show that many of us process images faster than text. This is great to know for learning purposes, but what does it mean for the future of public relations and social media marketing? At Business Wire’s “The Role of Social Media and News” breakfast late last month, Serena Ehrlich, director of social and evolving media at Business Wire, shared tips for getting visual on social media.
Twitter can be an effective way to engage audiences and increase your following through short tweets that capture their attention. Serena shared tips for telling a whole story through text, visuals and video in 140 characters or less:

  • Twitter is visual-friendly, so take full advantage by uploading a video or up to four photos with each tweet. Use this to fully tell your story and engage as many audiences as possible.
  • Dedicate 15 tweets with accompanying visuals for each article or blog over the period of two months. Interactive media increases engagement by anywhere from four to 10 minutes.

Facebook now makes it easier than ever to tailor posts to your company’s target demographic. Even better, if you have a diverse customer base, you can tailor content to each segment and post it simultaneously. This will help your business create more successful campaigns, resulting in better ROI.
Pinterest is a hub of visual content for users. However, what might not be so obvious are the advantages that it offers beyond cupcake recipes and party planning ideas. Pinterest is actually a widely used tool in the PR industry, especially when it comes to tech-focused companies. Check out the vast world of infographics and technology-based images that exist on Pinterest. In addition to using Pinterest as an educational tool, it is also a great way to engage your target audiences through visuals. Upload company visuals and link to your landing pages to increase inbound traffic.
Everyone loves a good cat video, but it’s not as easy to translate those eyeballs to business-focused content. Regardless, there’s huge potential for businesses to tap into YouTube to improve their bottom lines. Try video FAQs instead of the standard text or boiler plate. This will give you the opportunity to show some personality and creativity as you create fun, engaging content.
As one of the most underused social platforms, Google+ does in fact offer valuable ways for organizations to share relevant and interesting content and build a rapport with industry influencers. You can use Google Hangouts to host open chats for customers to ask questions, helping to create engagement.
One of the most essential social channels for setting your organization apart from its competitors is LinkedIn. You can create and publish engaging and visually appealing content with these few rules of thumb:

  • Illustrate company milestones and achievements with images or videos.
  • Each new article should include one, if not several, photos or graphics.
  • Share infographics and other industry collateral that your network will find useful.    

If you’re already doing all of these things, pat yourself on the back. If you’re not, consider which platforms are most frequented by your target market, and then evaluate how visuals can help you increase engagement on those channels.
Are you incorporating visuals into your social strategy and seeing positive results? Let us know below or tweet us @MetisComm.

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