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@matt_siltala
@matt_siltala
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@matt_siltala
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@matt_siltala
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@matt_siltala
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@matt_siltala
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@matt_siltala
Your audience
Your message
8
● 90% of information submitted to the
brain is visual
● Visual images process 60,000 times
faster {we are talking in nano
seconds here, but still…}
● 40% of people respond to visual
information over print
● For the rest, visual
information reinforces
the message
@matt_siltala
65% of the population are visual
learners-pictures reinforce text
Videos on landing pages
increase conversions by 90%
Posts with visuals receive 94%
more page visits and
engagement
60% of consumers are more
likely to click on a business
whose images appear in search
results
9
@matt_siltala
90%
of information
submitted to the
brain is visual
Visual images process
60,000
times faster
(we are talking in nano seconds
here)
40%
of people
respond to visual
information over print
Visual information
reinforces the
message
10
@matt_siltala
Humans are not
for written language.
.
Says neuroscience and reading
researcher, Maryanne Wolf
11
@matt_siltala
12
@matt_siltala
65%
of the population
are visual learners-
pictures reinforce
text
13
@matt_siltala
Videos on landing
pages increase
conversions by
86%
14
@matt_siltala
Posts with visuals
receive
94%
more page visits
and engagement
15
@matt_siltala
We’ve actually
developed a
language
of images
16
@matt_siltala
17
@matt_siltala
18
@matt_siltala
complex
judgements and
analyses are going
on
19
@matt_siltala
complex
judgements and
analyses are going
on
Your audiences are
sophisticated
20
@matt_siltala
21
@matt_siltala
They are engaged
22
@matt_siltala
They like to contribute
and share content
23
@matt_siltala
Social Media allows
a platform to engage
with others
24
@matt_siltala
Visual content is important in
their lives (photo and video)
25
@matt_siltala
70,000,000
Pinterest Users
(most are women in the US)
Pinterest’s numbers
aren’t public
26
@matt_siltala
60,000,000
Photos shared
every day
300,000,000
Instagram
Users
200,000,000
Active monthly
users
27
@matt_siltala
216.7 MILLION
Blog posts
120% INCREASE
in active users
on Tumbler
(from May to Nov 2014)
99.7 BILLION
Blog posts
(as of Dec 28, 2014)
28
@matt_siltala
120%
45%
57%
111%
64%
36%
27%
54%
26%
18%
13%
25%
16%
12% 6% 2%
Growth in
members
Growth in
Active users
29
@matt_siltala
30
@matt_siltala
Before After
31
@matt_siltala
32
@matt_siltala
Sharp, interesting
images
33
@matt_siltala
Bright colors,
sharp contrast or
stylized images
34
@matt_siltala
White background
with a clean subject
is most visible
35
@matt_siltala
Have a good
graphic designer.
It saves time in
The long run!
36
@matt_siltala
37
@matt_siltala
…gives them
a main idea
Good visual content…
…gets to the
punch line
…saves your
audience time by
highlighting
important info
…simplifies
complex info
38
@matt_siltala
39
@matt_siltala
…know your
audience
…find their
niche
…be social …include
valuable
content
40
@matt_siltala
Keep track of
data
Surveys Call them
Thank them
Know your audience
41
@matt_siltala
• Tumblr is emerging as a formidable social media site
for marketing
• Fastest growing in new active users
• Perfect for multimedia and visual posts
• Visuals with short text are key
• Create a Tumblr blog focused on the same interests as
your potential customers
• Follow users with the same interest as your
business/Tumblr blog
• Easier to gain a following by following others first
Find their niche
42
@matt_siltala
“I’m in a chillin’ mood today.
Found it here (link).”
Pictures of products are a
natural fit on Tumblr
43
@matt_siltala
• Social media interactions should focus on
the SOCIAL
• Social media is a platform for connection
and conversation
• Interesting and relevant visual content on
social media gets you noticed
Be Social
44
@matt_siltala
Because you’ve taken time to get to know
your audience, you know what is valuable to
them:
• funny
• thought-provoking
• useful
• discounts
Include valuable content
45
@matt_siltala
A picture is worth a thousand words...
...just don’t forget the caption!
46
@matt_siltala
• The visual content draws your audience
in
• The text keeps them engaged
• People always look for the caption to tell
them what they are seeing
• Fabulous Headlines are essential
• Interesting copy is a must--even if it just
gets skimmed
Visual content works
with copy
47
@matt_siltala
• Make a connection
• Encourage comments
• Encourage shares-fun
content people want to bond
over
• Call to action
48
@matt_siltala
A simple call to action helps YOU pinpoint what your
goal is with visual content and helps your AUDIENCE
(potential customers) know how to respond:
• Share your own adorable pet photo
• What’s your favorite cat?
• Know someone who’d like this article?
Share it!
• Follow us on ____
• Buy now and save $___
Call to action
@matt_siltala

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Why Visual Content Works

Notes de l'éditeur

  1. There are a lot of social media platforms out there. I am going to explain all of them for you to maximize your content’s effectiveness.
  2. Humans are not “preprogrammed” for written language. “We were never born to read,” says neuroscience and reading researcher, Maryanne Wolf, in her book, Proust and the Squid: The Story and Science of the Reading Brain. Wolf explains that vision is pre-programmed into the human brain while reading does not come naturally. Reading, says Wolf, involves tapping into existing “visual circuits” of the brain in order to decode letters into words. Source: Wolf, M., & Stoodley, C. J. (2007). Proust and the squid: The story and science of the reading brain. New York, NY: HarperCollins.
  3. What this research means for content marketers is that visual content is processed much easier than text. In a world where potential customers are overloaded with information, visual content makes your message easier to process and more likely to stand out. {Image of an infographic or visual website standing apart from a sea of boring-looking sites and pages} Source: Wolf, M., & Stoodley, C. J. (2007). Proust and the squid: The story and science of the reading brain. New York, NY: HarperCollins.
  4. Research from UCLA’s Semel Institute for Neuroscience and Human Behavior suggest that Internet searching may engage a greater extent of neural circuitry not activated while reading text pages (but only in people with prior computer and Internet search experience.) Source: Small, G.W., Moody, T.D., Siddarth, P., and Bookheimer, S.Y. “Your brain on Google: patterns of cerebral activation during internet searching.” : American Journal of Geriatric Psychiatry. 2009 Feb;17(2):116-26. doi: 10.1097/JGP.0b013e3181953a02.
  5. Pinterest has 70,000,000 users (most are women in the US) accoring to Semiocast, a French marketing company http://thenextweb.com/socialmedia/2013/07/10/semiocast-pinterest-now-has-70-million-users-and-is-steadily-gaining-momentum-outside-the-us/ Pinterest’s numbers aren’t public http://nymag.com/daily/intelligencer/2014/05/pinterest-is-sneaking-up-on-twitter-and-facebook.html Instagram has 300,000,000 users http://instagram.com/about/us/ 60,000,000 photos shared every day http://instagram.com/about/us/ 200,000,000 active monthly users on Instagram http://thenextweb.com/facebook/2014/03/26/instagram-passes-200-million-monthly-active-users/ Tumblr has seen a 120% increase in active users from May to Nov 2014 Tumblr has 216.7 million blogs 99.7 billion posts as of Dec 28, 2014 (count changes every day) https://www.tumblr.com/
  6. From May to November 2014 Tumblr has overtaken Instagram in growth of active users. Tumblr, Pinterest, and Instagram grew most in active members This chart shows that people LOVE interacting with images, they also LOVE creating their own content. It is important to speak the language of your audience and interact with them on their terms.
  7. these concepts apply to any print or web material your company produces