Social Media in Visual Campaigns

When it comes to the online space, content is indeed King. What you say is the driving force behind the reason people continue to visit your website. The social online world tends to afford its content providers more creativity in the name of sharing, so when it comes to social content, a picture can truly be worth a thousand words. Two online sharing properties are now proving this to be true in branding: Instagram and Pinterest and both are beginning to reap the benefits of popularity in business.

Say Cheese

Instagram has been known as a favorite photo sharing site of iPhone enthusiasts since 2010 allowing people to take a flick, throw on a filter and share through the most popular social media platforms such as Facebook and Twitter. With brands looking for ways to “humanize” themselves, various company representatives took to preparing their own close-ups—tagging their product experiences encapsulated in any relevant moment in time—and the relationship has not stopped there.

Recently, luxe brand Tiffany & Co. enlisted the help of photography to go along with an important part of their What Makes Love True campaign. By using relatable, street-style imagery and a specially designed Tiffany’s filter, the blue box and the contents within retain their importance and exclusivity while becoming more reachable and attainable.

Pin the tail on the…

Pinterest is the new site on the social block and has brought the mood board to virtual life. The boards organize your thoughts, dreams, desires, or products for other users to like, share (re-pin) and comment. Simply put up a picture and a short blurb and people are sure to begin engaging with you when they find your pins interesting.

These boards also work as a wonderful way to create and hold contests, gain opinions and, most importantly, begin to build communities online, thus segmenting and organizing your friends, or customers, into customized groups. Retailer Lands’ End used many of these procedures in their Pin It To Win It campaign where users were encouraged to browse the Lands’ End site and create pins of the items they liked the most. This goes to show how a simple conversation that’s firmly ensconced in community building, helps a brand portray their personality—one of the most important qualities to any customer base.

Take Your Pic

What channels you use in your marketing mix, as with any business decision, should be based in your strategy. There are sure to be campaigns where both methods above make sense, times to only use one technique and instances when neither should be used. We should remember that, in business, there is always a social component. Mutual communication is imperative to your business if it deals with anyone besides you. However, if your business has any sort of inherent visual aspect, your pictures are sure to help and sharing them effectively is important to keep people interested and connected.

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About the author

Growing up, I had trouble reconciling my girly impulses with my tomboy pursuits. I spent hours hosting elaborate tea parties for my stuffed animals. I also enjoyed sitting outside, covered in mud, dismantling my father's latest gadget to 'see how it worked.' These two things, a desire to make things pretty and an obsession with technology, naturally drew me to computers and the internet. I made my first website in 1994 for my eighth grade technology project. In college, I was frustrated that I could find no programs offering both web design and coding. My academic advisor explained that no one did both - you either made pretty designs or you wrote the code. Design without coding, and vice versa, was incredibly boring. Disheartened, I majored in Psychology and kept website development as a hobby. In 2001, a company asked if they could advertise on one of my many fansites. Until this point, I truly didn't think you could make money online. That first advertising check turned my hobby into a career. For more than ten years, I have been working with clients to define effective web strategies, create intuitive user experiences, design elegant interfaces, market the sites I help create, and then measure, analyze, and improve performance.

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