Marketing & The Visual Web

Mobile’s Impact on Social Engagement

“Visual Web”?

Visual Context Predates Mobile Technology

• The roots of interpreting objects lie in Susan Sontag’s 1960’s essay Notes on "Camp”

“objects are not interesting in themselves but rather in the way they are represented...[and their] manifestation and realization are in the eyes of the beholder”

“whatever excess of understanding is suggested in a given image, a caption will eventually ‘be needed’ to help read the image”

Social Media Marketing Turns Powerful Through Context

• How does your shareshape or fit into the context of your brand?

• What filters are applied to content curation, creation, and sharing?

• What is your take on any one “share” and how do you caption articles, images, videos, etc?

• Why is your share distinctive from others sharing the same or similar content?

I challenge myself to capture daily happenings in a unique and aesthetically pleasing way. And sometimes I also try to make photos based on cheesy puns.

What is Visual Marketing And Why Is it so Powerful?

• Visual marketing is a discipline involving the relationship between an object and defining context….relying on composition and caption

• Visual marketing relies on a link between laws of visual perception & cognitive psychology

• Visual marketing received unprecedented boost from mobile, video, and social media technology

• Visual marketing, logically speaking, applies to businesses like Apartment Marketing as much as any other

Science of Visual• When your eyes are open about

two-thirds of the electrical impulses firing in your brain are related to the visual information cascading in

• Your brain fires up to 2 billion times per second just to compute, integrate, and remember all of the visual information it is taking in

• If you hear a piece of information, then a few days later you will only remember 10%. But if you add a picture to that information, recall goes up to 65%

• We are visual animals…established at birth

National Center for Biotechnology Information determined the average attention span of a human being fell over the last fifteen years, from 12 seconds to a mere 8

Your brain can process images 60,000 times faster than it can process words

In an instant, an image can convey an idea or an emotion which will stick with you much longer than the words on a page

Content Marketing Metamorphosis

1. Bloggers were early first movers in social networking where content creation involved hours each day in order to get discovered on the Web and build a brand over time

2. The world joined Facebook where short posts turned accepted habit while commenting (engagement) increased but shifted from blogs to social platforms

3. Micro-blogs like Twitter built user bases encouraging even shorter 140 character shares

4. Mobile explosion and accompanying apps allow for real time authenticity and reporting using pictures and images

5. Practically throwing words to the wind, the web turned visual overnight with hyper adoption of social-sharing sites and apps like Instagram, Pinterest, SnapChat, YouTube, Meerkat, Periscope and more

Metrics for Content SuccessENGAGEMENT!

Visual = Engagement

All too perfect lighting, and happy people ring less than true. Perfect images are not representative of real experience

Consumers want to see real images, of real things, taken by real people

Top Traffic Apt Blogs Are Visual

Instagram is Easier and More Engaging

Brand & Integrate W/Instagram

• L2 has gathered 850 data points across 5,000 brands’ digital footprint. They predict Instagram will become the world’s most powerful social platform because of its visual and mobile roots.

• Authentic and believable imagery from daily life trump staged and perfect imagery for engagement

• The resonance of visuals manifests itself in Instagram’sgrowth. The fastest growing platform has 200 million users and an engagement of 1.5%, which is 15x Facebook’s 0.01 engagement rate.

• An algorithm based on community size and engagement would show Instagram to be the most powerful social platform NOW!

Posts>Followers>Engagement

Traditional Non-Visual Social Platforms Prove Point

Pinterest Is “Socially” Powerful

Facebook Images

Zuckerberg Taking FB to Video

Video Explosion

• Video perceived as challenging, expensive, and highly produced

• Mobile devices, YouTube, Vine, Periscope, MeerkatInstagram, and FaceBook changes game

• YouTube has more than 1 billion users• Every day people watch hundreds of millions of

hours on YouTube and generate billions of views

• The number of hours people are watching on YouTube each month is up 50% year over year

• 300 hours of video are uploaded to YouTube every minute

• Half of YouTube views are on mobile devices

Beauty Maven: Michelle Phan

Geek Baker: Roseanna Pansino

Fashion Aficionado: Bethany Mota

But Can Anyone Win With Video & Images?

• Video success is not exclusive to YouTube nor a monopoly of new media mega stars

• Image success is not exclusive to professional photographers nor celebrities

• Niche creators on any conceivable subject–small space living, exercise, city guides, local restaurants, decorating– are creative beacons of content creation capable of growing engaged follow bases

Why Video Marketing On YouTube

• Content: Address your audience’s needs. If you can blog about it, you can create a video about it. Frequently asked questions, expert series, holiday series, resident highlights, amenities, restaurants, local happenings….

• SEO: Your videos should be findable on and off YouTube. Videos often appear on the first page of search engines, and are a proven method of leap-frogging your competition to the top of the search results page. The fact that Google owns YouTube can’t be overlooked.

• Branding: Brand your Channel• Followers: Regular content posting will keep attracting and retaining

followers• Calls to Action: Create engagement like subscriptions, site visits,

requests for portfolio through annotations enabled on YouTube page• Leverage other social media platforms: Share videos from YouTube on FB,

Twitter, and Instagram• Review YouTube Insights: See what works and do more of that!

Apt Marketers Adopt YouTube:Still Time For Early Mover Advantage

Manchester Lakes Apartments Alexandria, VA

Integrating YouTube & Instagram

Visual>Context>Impression

Thank You