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Visual content is the centerpiece of your brand's world across online paid, owned, networked and borrowed media. In this briefing I explored the importance of using visual content to capture user attention, add value to a consumer’s relationship with a brand and drive earned media. I also covered off the visual content toolkit for marketers, explored visual storytelling and showed some examples of visual content I've developed with the team.
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Thursday, 13 June 2013
Why Now?
Thursday, 13 June 2013
Digital disruption & social media
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Rise of smartphones & tablets
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Reduced cost of production for content
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Data everywhere
Image: memegenerator.net
Thursday, 13 June 2013
Why Visual?
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We’re wired for visual
90% of information transferred to the brain is visual, and visuals are processed 60,000x faster in the brain than text
Source: 3M
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We love a bit of 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
Source: http://www.youtube.com/watch?v=0Bmhjf0rKe8
Thursday, 13 June 2013
It’s a visual world online10% of all pictures taken by humankind were taken in the past 12 months
Image sourced from the great presentation by Concept Bakery Survey: Visual Content Critical For Engagement in Marketing, PR and Social Media (Graphic: Business Wire)
Thursday, 13 June 2013
Lead by example
1 month after the introduction of Facebook timeline for brands, visual content - photos and videos - saw 65% increase in engagement
...then they bought Instagram
Source: Simply Measured
Thursday, 13 June 2013
Lead by example
New Facebook NewsFeed
Thursday, 13 June 2013
Lead by example
New Twitter Cards
Thursday, 13 June 2013
Lead by example
New Google+
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Visual content toolkit
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Static photos / imagesVisual content toolkit
Source: Facebook.com/MaerskGroup
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Bringing photos / images to lifeVisual content toolkit
Source: Activision Call of Duty Ghosts
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Interactive photos / imagesVisual content toolkit
Make images like the above interactive by directly linking to video, to purchase & information
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Teaser video contentVisual content toolkit
Source: https://vine.co/v/bDVpIUFww9r
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Interactive VideoVisual content toolkit
Source: redhotchilipeppers.com
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InfographicsVisual content toolkit
Source: Activision Call of Duty Ghosts
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Infographics: InteractiveVisual content toolkit
Source: WarmBodiesMovie.com
Thursday, 13 June 2013
In the last year, the world’s top creative agencies used the Google Maps API as part of a significant advertising campaign. Using maps as the ‘emotional connective tissue,’ a personal connection to the consumer can be created in websites, interactive campaigns, mobile apps, games, and much more
Interactive MapsVisual content toolkit
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Storytelling
Thursday, 13 June 2013
Storytelling
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Considerations
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ConsiderationsThink beyond one off pieces of content, and look at a series of stock and flow content as part of a longer term always on strategy
Source: Percolate
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ConsiderationsMulti-screen & frictionless
Image: readwrite.com
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ConsiderationsWhat motivates people & when?
Source: BBC
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ConsiderationsTimely & contextually relevant
Source: SocialFlow
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ConsiderationsSearch engines now rank content based on social conversations and sharing, not just websites alone
Photo: Lee Smallwood
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Considerations
IP and rights - what images/content you can or cannot use
Reality check for brands (across ALL platforms):
Even if platform terms allow you an implied licence to use content, will individuals complain about commercial exploitation?
Be wary of editing, not crediting, overlaying with brand IP
What if the third party content itself infringes IP?
A brand is FAR more likely to be sued than an individual for infringing content
How far you should go in using 3rd party IP depends on context
Remember image rights are not the same as copyright – nothing in the platform terms gives you permission from the individuals featured in an image or video. This requires individual consent
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Future Thinking
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More investment in photography / videoBrands and agencies will look to set up internal production teams
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Employees encouraged to be more creativeHumans are innately creative creatures, so encouraging employees to produce visual content could add more enjoyment to job
Photo: Facebook.com
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Chief Content Editor?Ensure brand story is told in correct way, ensure right content is distributed across right channels, repurpose content to save costs, eliminate duplication, produce and publish content
Chief Content Editor
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Thank you
@fivebyfiveuk
Thursday, 13 June 2013
References
Ar#clesh)p://www.fastcocreate.com/1682500/see-‐every-‐car-‐toyota-‐has-‐ever-‐made-‐in-‐this-‐mind-‐boggling-‐interac#ve-‐#meline
h)p://www.fastcocreate.com/1682487/watch-‐six-‐second-‐moments-‐in-‐oscars-‐history-‐created-‐by-‐vine-‐auteurs
h)p://searchenginewatch.com/ar#cle/2238606/Visual-‐Storytelling-‐The-‐Key-‐Weapon-‐to-‐Content-‐Marke#ng
Slideshareh)p://www.slideshare.net/geniusworks/gamechangers-‐the-‐next-‐genera#on-‐of-‐business-‐innova#on-‐by-‐peter-‐fisk
h)p://www.slideshare.net/jess3/how-‐not-‐to-‐freak-‐out-‐about-‐content-‐marke#ng-‐by-‐jess3
h)p://www.slideshare.net/chris#angadams/instabrand-‐the-‐rise-‐of-‐visual-‐storytelling-‐in-‐a-‐content-‐marke#ng-‐world
h)p://www.slideshare.net/kholzapfel/a-‐branded-‐visual-‐content-‐theorem-‐15373212
h)p://www.slideshare.net/jess3/visual-‐storytelling-‐with-‐data-‐14639776
Thursday, 13 June 2013
