We’ve asked our first Atlanta-based intern, Jordan Nations, to weigh in on all things visual marketing, social platform updates and how you can put the next best thing to good use as a marketer. Here’s part 1. Enjoy!
It’s no secret visual media dominates the social sphere right now. Consumers love to scroll their feeds, checking for one more picture of Doug the Pug on Instagram, sharing the latest Tasty video on Facebook or stumbling through Buzzfeed clickbait for the list of “27 Things Only Girls Who Love Blanket Forts And Tacos Will Understand.” (I made that title up, but wouldn’t be surprised if it shows up on my feed later today.)
LinkedIn and Twitter have lagged behind visually driven platforms like Instagram and Facebook when it comes to images and video — choosing to differentiate themselves by being predominantly text-dominated platforms — but with some hot new updates, they’re both making a run at social media Gold in the unofficial user-engagement competition this year.
Twitter announced last week that media attached to a Tweet no longer counts against the ever-tantalizing 140-character count. The previous limit with media was 124 characters, and though 16 extra characters may not seem like much, it makes a difference. If nothing else, we can all start spelling out “You” instead of choosing “U” when posting that all-too-relatable GIF or funny picture from the latest office outing. With other updates coming down the line for video and the recently introduced live stream of Thursday Night Football, it seems Twitter is rising as a contender in the visual market.
LinkedIn rolled out a revamped version of its publishing tool last week as well that employs an ultra-simplistic post editor and increased visual incorporation. Users now can embed videos, podcasts and slideshows into posts. This update creates opportunities for businesses and job seekers to create more interesting content to attract their targeted audiences more effectively.
WHAT DOES THIS MEAN FOR YOU?
These updates signal a shift towards visual content, which research has proven is the best way to reach potential customers on social media:
- Social content with relevant visuals garner 94 percent more views than similar content without visuals.
- Visual content is 40 times more likely to be shared on social networks.
- After three days, people remember an average of 10 percent of content they hear. Retention jumps to 60 percent three days later when that information is accompanied by a relevant visual.