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VISUAL CONTENT THEOREM an unscientific analysis by the unscientists at BRANDED

A Branded Visual Content Theorem

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The use of images has greatly increased in the world of social media. Why are they so powerful and how can you best use them for your purposes? conceptbakery is trying to shed some light into the conversation...

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Page 1: A Branded Visual Content Theorem

!VISUAL !CONTENT!THEOREM

an unscientific analysis by the unscientists at

BRANDED

Page 2: A Branded Visual Content Theorem

whopping numbers

3,000 pictures uploaded every second, +250 million daily

1.2 million photos per second.

There is well over

100 billion of photos on FB,

+100 photos per user.

80 million registered users

sharing

4 billion photos

4.5 million photos daily,

hosted

+100 billion

Page 3: A Branded Visual Content Theorem

massive increase in photos

10% of all pictures taken by all humankind

were shot in the last 12 months

Page 4: A Branded Visual Content Theorem

understanding “eye candy”

“studies suggest

that cute images stimulate the same pleasure centers of

the brain aroused by sex, a good meal or psychoactive

drugs like cocaine” Is your picture cute?

You’re playing with

Page 5: A Branded Visual Content Theorem

pictures are distractive

The brain’s right hemisphere of image processing, feeling, and

excitation dominates the left hemisphere’s efforts to decode

text and then to engage in rational thinking.

Page 6: A Branded Visual Content Theorem

what does it mean?

Our world is obviously hooked on kittens

A web stream of kittens got

10 million views within 24 hours

Page 7: A Branded Visual Content Theorem

Why are pictures more powerful than

words?

Page 8: A Branded Visual Content Theorem

than words

Pictures tell stories faster

Page 9: A Branded Visual Content Theorem

than words

Pictures are more compelling

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than words

Pictures are easier to remember and understand

Page 11: A Branded Visual Content Theorem

Pictures evoke emotions better than words

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Pictures are universal

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but not communicators

Pictures are powerful symbols

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words or pictures?

Words and images combined are !

5X more !memorable !

than words alone

Long copy outsells short copy: the right amount of copy and right photo!doubles previous result.

--- David Ogilvy

Page 15: A Branded Visual Content Theorem

general rules

Make it stick! One main idea per picture

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general rules

Make it simple! Stick to the 3 second rule: !If people won’t get your message by then, you’ll lose them.

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general rules

Make it emotional! Appeal to emotions and people will remember longer

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A picture says more than 1,000 words:

there are more nuances in a picture

than in a quote.

What comes first: quote or image?

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our suggestion

Find a memorable image and let the words come to you

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our suggestion

FUNNY CAPTION Sometimes you just don’t need one

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what if the words are off?

ONE WAY!

ONE WAY!

Page 22: A Branded Visual Content Theorem

what if the words are off?

Your text can support your !visual message…

Pigs

Page 23: A Branded Visual Content Theorem

what if the words are off?

… or be !a “mismatch.”

Bacon

Page 24: A Branded Visual Content Theorem

?  

Page 25: A Branded Visual Content Theorem

Well, It depends…

?  

Page 26: A Branded Visual Content Theorem

all good

pleasing +

supportive feel-good

congruence

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all bad annoying

lame a.k.a.

too promotional

congruence

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all good

smile +

positive association

odd +

funny

incongruence

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all bad I incomprehensible

odd +

too weird

incongruence

Page 30: A Branded Visual Content Theorem

congruence strategies

It’s all about selling !the dream and bridging the gap

Have a vision !of the life your customer tries

to live and portray that life through images

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incongruence strategies

Surprise them ! Exceed it But don’t mess with them

Don’t forget: people will see the image first. There is an expectation.

Page 32: A Branded Visual Content Theorem

Can’t find a great caption?

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let the people speak!

CROWDSOURCING: Let them come up

with the caption and become part of the

success story.

Page 34: A Branded Visual Content Theorem

or not…

It can go wrong! It usually happens !to high profile brands !with a large audience, !not to smaller businesses with a supportive !fan base.

Know your trolls and make sure they play nice!

Page 35: A Branded Visual Content Theorem

focus on key visuals

LOOK!

A distraction!

Page 36: A Branded Visual Content Theorem

focus on key visuals

Digital effects rainbow colors flash intros !pop-ups sliding carousels “click here” buttons often only distract !the viewer

Page 37: A Branded Visual Content Theorem

focus on key visuals

Digital effects rainbow colors flash intros !pop-ups sliding carousels “click here” buttons often only distract !the viewer

Don't add more visual vomit to this pool

Page 38: A Branded Visual Content Theorem

where should you share?

Page 39: A Branded Visual Content Theorem

where should you share?

Meet your target audience on their turf. 50 clicks at the right place are worth more than 5,000 clicks at the wrong one.

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Stunning visuals are

eye candy for the masses!

in conclusion

Page 41: A Branded Visual Content Theorem

Stunning visuals are

eye candy for the masses!

So let’s all do it! Easy!

in conclusion

Page 42: A Branded Visual Content Theorem

in conclusion

Nope. It’s actually really hard. You'll have to stick out of 300 million photos per day!

Page 43: A Branded Visual Content Theorem

you wanna go for it?

Then bring it on! We can help!

Page 44: A Branded Visual Content Theorem

sources

http://blog.kissmetrics.com/shocking-truth-about-graphics/

http://www.socialmediaexaminer.com/facebook-marketing-mistakes/

http://www.wnd.com/2002/06/14178/

http://www.huliq.com/10282/cute-baby-animals-and-babies-trigger-pleasure-human-brain-thats-addicting

http://royal.pingdom.com/2012/01/17/internet-2011-in-numbers/

http://wiki.answers.com/Q/How_many_pictures_are_uploaded_onto_facebook_every_second

http://mashable.com/2012/07/26/instagram-80-million/

http://www.slideshare.net/gapingvoid/gapingvoid-effective-visual-strategies-13968978