The #SnackMedia era where images say 1000 words
We used to say "the word is mightier than the sword". Today hardly anyone writes much with a pen but everyone carries a camera in their pocket. Taking a photo is simply the easiest way to create content.
Social networks have made us more connected than ever before. Social networks have also increased our media consumption. The volume of content pouring past our timelines and news feeds is so great it's impossible to consume.
So the type and style of content is changing to help people consume content faster.
We're moving from Text to Images. Visual content is far easier to digest, easier to share and easier to present relevance and meaning to the viewer.
Between Facebook, Instagram, and Tumblr, consumers share nearly 5,000 images every second of every day. Add in Pinterest’s estimated 40 million users and even SnapChat’s meteoric rise, and it’s clear, a shift is afoot – a desire to share what matters most in pictures rather than words. Source
Just because we're working without words in the visual web doesn't make it any easier. You can't simply through a few images on your Facebook wall and hope they stick. Resonating with your audience, deepening the relationship with each post means you have to think visually, natively and cross-channel.
Marketing without words enables you to tap into the underlying power of images – emotions. Images cause people to react, and those reactions can humanize your brand and turn transactional relationships into emotional ones. Source
The difference between Pinterest and Instagram
Content on Pinterest is largely sourced from the websites of brands and represents what people want to buy. Content on Instagram is generally user-generated and frequently relates to what people have purchased.
We're beginning to see cross pollination of visual content. User generated images are being used by brands in paid media and even hyper-local campaigns like Ben and Jerrys #captureeuphoria, where they re-purpose fans photos and use them in adverts within the area the fans live. Those people then see themselves as apart of the Ben and Jerrys brands creating an enduring personal affiliation.
In New Zealand I Love Ugly are rapidly building a fanatical brand with brilliant artwork and photography. Their strong use of images is clearly resonating with their audience.
I'm hearing and seeing Facebook pages and digital channels emerge and grow super fast based entirely on the quality and relevance of visual imagery .
We live in an era of 'Snack Media', highly consumable, sharable content that instantly sparks conversations, interactions and hopefully for brands purchase intent.