Get the Picture & Get Found - The Need for Visual Content
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A look at the visual content trend and how it fits into a larger strategy.
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Get the Picture & Get Found - The Need for Visual Content
- 1. Get the Picture & Get Found #YouToo2013
- 2. In Summary Visual content is part of the larger communications picture we need to combat noise & shrinking consumer attention. #YouToo2013
- 3. Get the Picture & Get Found »WHAT we’re seeing »WHY it’s happening »HOW you can tap into it
- 4. WHAT we’re seeing #YouToo2013
- 5. WHAT: Types of Visual Content » Basic & Advanced • Text Formatting: Headlines, bullets, tables • Illustration: Visual note-taking, comics • Data Visualization: Representing data abstractly • Infographic: Telling a visual story • Photos: From basic to memes and more • Video: Two min is a documentary. GIFs, stop- action/Vine and more short format 1.5 billion pieces of content are created daily – Mashable
- 6. WHAT: Data Visualization McDonalds: 15,000 Starbucks: 11,000 Walmart: 4,253
- 8. WHAT: Data Visualization "Every day, three times per second, we produce the equivalent amount of data that the Library of Congress has in its entire print collection." — Nate Silver, statistician Harvard Biz Review 105 million “books” of data are generated every second of every day
- 9. WHAT: Infographics » Infographics tell a story in visual, snack-sized formats » Brands are asking to see your data in exchange for a personal infographic that tells your story » Consumers are allowing it, despite privacy concerns, and sharing the end result
- 10. WHAT: Infographics » Tell a Story: Go deep on a topic, in a shorthand summary » Meet Demand: Searches for infographics have risen steadily since 2009– Google Insights for Search
- 11. WHAT: Photos » 4 trillion images since 1826 » Every two minutes, we take more pictures than were taken in the 19th century » 380 billion images taken just in 2012 — Buzzfeed
- 12. » Marriage Equality: Facebook saw a 2.7 million, 120%, increase in daily profile photo activity via Human Rights Campaign's efforts — Eytan Bakshy, Facebook
- 13. @jack: Boom. @Square processed more than $3 million today so far. Big weekend going into a bigger week. (06.11) WHAT: InstaNews
- 14. WHAT: InstaNews » WSJ crowdsources content via Instagram » Authentic content » Broad request requires no intermediaries, gets fast response
- 15. WHAT: Tumblr » Single-serving, impulse publishing » Content drives engagement and traffic » 85% of Tumblr content is reblogged content from elsewhere on platform – David Karp, Tumblr CEO
- 16. WHAT: Video » Short-Attention Span Theatre • Repititious GIFs • Vine Stop-Action • YouTube is the #2 search engine • 72 hours of video uploaded to YouTube every minute – YouTube
- 17. WHAT: Video = Binge Consumption » Consumers scale between snacking and binging » Fluid programming, consumed on their terms » Changing production (Netflix’ House of Cards)
- 18. WHAT: Visual Content Moves Fast Site Launch Top 3 Status Instagram 10.2010 Largest Photo-Sharing Site* Vevo 12.2009 3rd Largest Video Platform Pinterest 11.2009 3rd Largest Social Network Tumblr 02.2007 3rd Most-Visited Mobile Site*
- 19. WHY it’s happening #YouToo2013
- 20. WHY: The Visual Content Paradox » As we generate, and get access to, more DATA » We use data to inform CONTENT » Content drives engagement and SHARING » Sharing drives SEARCH which creates more data As visual content expands, the consumer’s attention span shrinks
- 21. WHY: The Perfect Storm » Consumers Habits » Fragmenting Media » Converging Technology
- 22. »We’re hard-wired to tell stories. Before we could speak, we created visuals. 22 WHY: Consumer Habits
- 23. WHY: Multi-screen, Multi-tasking » Consumers switch media up to 27 times an hour – Ad Age » Consumers spend 11 hours a day consuming media – eMarketer
- 24. "Documenting the experience is more important than the experience itself." — Ricky Van Veen, CollegeHumor Co-Founder
- 25. WHY: Consumer Habits » Sharing • Images drive traffic to other destinations • 10% of all Internet traffic is from sharing – ShareThis • Liking/sharing is content distribution and it’s become a part of media consumption
- 26. "We don’t visit websites anymore, websites come to us." — Lauren Bruksch, Barbie/Mattel Mkt. Director
- 27. WHY: Technology » Convergence making it effortless to create/share visual content • Audio, text, photo, video – all in one device • Capture, edit, publish – all in one app • Collaborative content creation is emerging » Smart phones and tablets force the need for us to do more (communication) with less (screen) » Visual content gets more engagement and, therefore, better search results
- 28. WHY: Platforms Follow Suit » Platforms are evolving to take advantage of visual • Twitter, LinkedIn, Facebook, Instagram, Google+ all serve up more, larger visuals in profiles • In-app filters added to several platforms • Print seems to be modeling online design and online seems to be modeling print design
- 29. HOW you can tap into it #YouToo2013
- 30. HOW: Cornerstone/Cobblestone » Star Wars is a cornerstone, made up of each movie/cobblestone – @TomMartin » Think snack-sized, but as part of a larger, more strategic whole » Optimize for audience, goals, simple consumption and redistribution
- 31. Editorial • Strategy Guides • Search Informs • Aware of Greater Narrative Design • Enhances Content • Helps Drive Snack-Size Development • Impacts Engagement • Promotes Experience • Drives Sharing HOW: New Model for Content
- 32. HOW: Convergence Media What & Who Action Strength Weakness Paid Promotions, ads Pushes to strangers Complete message control Less credible; cluttered Owned Content marketing Pulls in customers Creates richer connections, brand- controlled Brands are finding their way; takes time Earned News, blog content; drives engagement and sharing Engages with fans Fuels front of sales funnel; most credible No control; metrics misapplied
- 33. HOW: Test & Learn » Pongr: Snap and share pics of brands, get rewards » Foap: Consumer Shutterstock w/ missions » Instagram Contests: Missions via Statigr.am 33
- 34. HOW: Reconsider Content » Consider new content types and how creation, curation and distribution work with technology • Geo-local content via Foursquare Lists • Curated playlists via Spotify • Visual content based on users’ social profile; e.g. Intel’s Museum of Me
- 35. HOW: State of Art = Permanent Beta What Were Are Tumblr & Pinterest Popular social sites Drive curation, sharing and traffic Google & Facebook Search/ social sites Major (earned) media outlets Earned Media Generation Broadcast Participate Search Engines Organic opportunity; based on math Paid , organic and content; based on engagement The Shiny New Blind faith or skepticism Pragmatic test and learn opportunities Other Agencies Competition Collaborative opportunities
- 36. In Summary Visual content is part of the larger communications picture we need to combat noise & shrinking consumer attention. #YouToo2013
- 37. Q&A Find Me: @prblog | @empowermm
- 38. Get the Picture & Get Found #YouToo2013