Why your social media campaign needs visuals

July 1, 2014

Let’s face it; social media is no longer limited to 140 characters. Twitter, Facebook, LinkedIn and Google+ are all adapting to become more visual platforms, and without adding a visual element into your social media campaigns, your hard work could fall by the wayside. Visual doesn’t just mean photographs either. Successful companies are pulling in graphs, charts, infographics and word clouds to give their campaigns a boost.
Why should you make your campaigns visual?
They say a picture is worth a thousand words – so is a visual campaign. Users scroll through their social media feeds seeing hundreds of posts each day, and visual campaigns can catch the eye of a disengaged follower. Posting an infographic instead of a link to a lengthy article will not only make a follower stop and read, but will allow him to digest the information in a fraction of the time. Last November, Fast Company analyzed 100 consecutive tweets and found that tweets with images received 89 percent more favorites and 150 percent more retweets.
Which brands are doing it well?
By now, you’ve likely heard of #AmazonCart, the Twitter campaign that allows Amazon.com shoppers to add items to their online carts simply by replying to tweets containing links to Amazon items. To make sure that shoppers wouldn’t miss a single item, Amazon began promoting products with the hashtag and a picture, graphic or witty video and encouraged its partnering brands to do the same.
When British Airways was struggling to promote its loyalty program as a service for everyone, the airline hired OgilvyOne to create a crowd-sourced visual campaign. Thousands of members contacted British Airlines with their stories and pictures of how they use the rewards program. These responses were then turned into mosaics and shared across print and online advertising campaigns leading to more than 17,000 new members.
How can you improve your campaigns (without hiring a graphic designer)?
While infographics are great, you don’t need them to create a successful visual social media campaign. Encourage employees to post photos from company outings to their social media platforms with a designated hashtag – instant company culture campaign. Are you launching a new product? Ask customers to share pictures or screenshots of your product in use along with a specified hashtag. If you’ve published a great study, tweet screenshots of charts and graphs as a new way to encourage more downloads.
Looking for even more tips on how to create visual-centric social media campaigns? Drop us a line at info@metiscomm.com or leave your question in the comments below.

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