Probably the most important goal of any social media
strategy is to create content that viewers want to read and engage with. There
is a ton of content being created and posted every day. Much of it is not
getting seen, liked or shared. The idea is not to work harder – don’t just become
a content creation factory. You should be working smarter by creating the types
of content that viewers like the most. Yes, live video is all the rage this
year and shouldn’t be overlooked when building your marketing plan. However,
not everyone is capable, or even interested, in creating videos. What’s the
next best thing in social media when it comes to getting a ROI on engagement?
Anything visual will work well – this includes pictures, photoquotes,
infographics and other images.
Facebook
posts with images see 2.3X more engagement than those without images. Buzzsumo
Branded images are pieces of visual content created using
your own words, material, content or logo. It can be as simple as a picture
with a quote on it and your logo or as complicated as an infographic filled with
valuable stats and facts about your industry. The spectrum of options is wide
and diverse and limited only by your own creativity. Just make sure that any
content you are creating doesn’t violate copyright laws and that it is clear
that you own it. The best graphics get shared often and if you don’t put your
mark on it, no one will know where it came from. Don’t waste time creating
quality content and then forget to label it with your brand.
37% of marketers said visual marketing was
the most important form of content for their business, second only to blogging. Social
Media Examiner
Visual Storytelling
Gone are the days where a business could invest in
commercials, direct mail, paper ads and other old school forms of marketing in
order to boost presence and generate sales. No one wants to be sold to anymore.
Today’s marketing is all about organic reach, becoming an
influencer and creating stand out content online and in social media to build a
following.
There is a lot of stuff out there vying for consumer
attention and more added gets every day. In order to rise to the top and really
reach your target audience, marketers and business owners need to learn the
value of visual
storytelling.
Telling a story is all about gathering attention and then
making an emotional impact. If your content isn’t telling a story that engages,
surprises, motivates, or inspires others – then it’s time to start
incorporating those elements into your marketing. Basically, it’s time to start
hitting people in the feels with your words, images, and data.
Social Media Graphics
Where do you start when it’s time to come up with your
social media images? The Content Strategist identifies 5
elements that you have to take into consideration when you are creating
your branded images.
Does your content match the mood you are trying to achieve? You
shouldn’t be creating anything that confuses your audience. Make certain it
matches your company’s brand, your voice and your purpose.
Also, be sure you are designing images that appeal to
people. There is a lot of thought that goes into a great visual including tone,
concept, emotional response, and simplicity. Understanding some basic elements of graphic
design and marketing will boost your returns.
There are a lot of great, free, online tools to help you
create your own images. We prefer Canva.com if you need a place to start.
Not everyone will be good at creating his or her own images.
If this is you, seek out help from someone who understands how to design images
for social media. You don’t have to be an expert at how to do this in order to
generate your own social images.
Increasing Engagement
with Images
Don’t forget to take time to brainstorm how to get the most
engagement out of your branded images. Use quotes, from you or others, that
generate an emotional response. Ask questions. Use pictures of other people –
there is something about seeing a person and being able to identify with them
that helps boost engagement. Keep it as local as possible. People want to interact
within their own communities. Achieving presence and reach is great but don’t
lose sight of being able to exchange words and ideas with your followers.
51%
of B2B marketers prioritized creating visual content assets in 2016. Content
Marketing Institute
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Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+,YouTube, Pinterest, Instagram and the tools to manage them.
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