Images are incredibly important in the rat race for attention on social media. Recent studies show that when people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. According to Buffer Social, tweets that contain images get 150% more retweets than tweets that don't have images. Additionally, Buzzsumo reports that Facebook posts that contain images get 2.3 times more engagement than those with no images.
As an inbound marketing agency, a big part of our job is social media management. Social media marketing is important, and in today's modern world maximizing your online presence is a must.
How do you maximize your online presence?
In a nutshell, you must consistently engage with your market on the social media platforms they frequent. This includes posting relevant content that your audience actually wants to see, and one of the most important aspects of that is putting out visually appealing content.
First, you must analyze your target market and find out what kinds of content they want to see. What entertains them? What fuels their passions? What interests them outside of your company? All of these things must be carefully considered before developing your social media plan of attack. Once you know the types of material and content that would be most productive for you to post, you should think about the best way to draw attention to them. The best way to draw attention to many things - social media included - is through visual stimulation.
Simply put, if you want people to notice your posts, you need to make them notice those posts via relevant accompanying visuals.
What will these visuals look like?
Different markets look for different things. The same things that will attract some customers will repel others - and that's okay. Not everyone is your ideal client, and you can't make everybody happy. Focus on what your specific target market wants to see, and produce that content. Sometimes, it will take the form of an infographic. According to MassPlanner, Infographics are "liked" and shared on social media 3 times more than any other type of content! Or maybe, it's an awesome photograph. Or perhaps a graphic, video, or gif. The type of visual content you're posting should be different depending on the social media platform you're on. For instance, Snapchat is better for posting behind the scenes, real-time shots of your products and office, and Instagram is ideal for posting images of the face of your brand.
Now, for the fun part.
Adding visual emphasis in your social posts might be easier than you think: hand-drawn graphics aren't necessary for every single post. Simply putting text on an image boosts both visibility and interest. Our social media team developed a social media series centered around weird Texas laws for an online legal service, TexasLegalDocs. It was a great way to show off the brand's personality while posting content that was both relevant and interesting to the brand's audience.
Studies show that when the title of a blog post is in an image accompanying the post, the open-rate increases. The image below was used as an attention-grabber to direct traffic to a blog post about long term care for a financial planning organization we worked with. Statistically speaking, people like statistics, and putting one on an image can be a great way to get noticed.
Wendy's does a fabulous job of managing their social media pages. In the post below, they've taken the most boiled down version of their offer possible and splattered it across an image with attention-grabbing color contrasts and mouth watering images. Someone scrolling through their Facebook feed couldn't possibly ignore the point of the post, because it's so delightfully simple and bright. If Wendy's had written the exact same thing and put it in the text box rather than on an image, most people scrolling through their Facebook feed would probably never notice it.
Developing quality visuals for your social media plan can be challenging. Remember, quality is better than quantity in this case. It's better to have fewer, more powerful posts than to damage your online reputation and lose followers over too many low-quality posts. Making sure your visuals are appealing and not just "noise" is just as important as finding the right medium to express them.
Managing a productive and successful social media presence is just one part of inbound marketing. Inbound changes the way that people see businesses, and it changes the way that businesses interact with and reach out to their customers. If you're interested in learning more about the proven power of inbound, download our free checklist today: How to Run an Inbound Marketing Campaign.