A picture tells a thousand words

11 November 2015, News

Twitter headquarters has seemingly hit tough times of late, as its quarterly earnings report sent stock prices down recently.

Facebook, ‘the original social network’ which has nearly three quarters of online American adults as its users , has plateaued. These figures from Twitter and Facebook are working against a tide of image-focused social media channels.

According to PEW Research, image-focused social media channels are becoming increasingly popular , allowing the likes of Pinterest and Instagram to significantly increase their followings. Pinterest now boasts 100m users, whilst Instagram reached a milestone last month of 400m users, overtaking Twitter for the first time.

The triumph of these ‘picture networks,’ unearths questions about our #instadaily images taking precedence over the depth of our words. The phrase ‘don’t judge a book by its cover’ is descending into insignificance as more and more businesses are finding that imagery speaks louder than words.

Images and videos are powerful and efficient tools for telling stories, because they create for more engaging and compelling content that touches audiences in a way words can’t, and generate more emotional responses. According to statistics, those who view video content for a product are 85% more likely to purchase than those who don’t. And as social media has adapted to accommodate this trend, plenty of data has become available to suggest that image-driven content plays an important part of driving engagement online.

Visuals make digesting information more palatable, which is changing the way we communicate with each other. For companies it is critical to adapt to these changes in consumer habits, so in the face-paced world of PR, communication needs to be tailored to an ever-changing audience.

According to Trend Reports, up to 85% of people describe themselves as visual learners, so images and videos harness this preferences for images by providing new and creative ways for us to express ourselves.

This new trend demonstrates that less is more and that organisations need to keep up with the pace of innovation in social media by consistently learning to use tools that can embellish key messages.

Thanks to social media tools like Canva, organisations can now transcend language and turn corporate messages into stories. We’ve been doing this recently to good effect on campaigns we’ve been working on, and the levels of engagement with the content has been higher as a result of this image-led approach.

Whether, like Kim-Kardashian you want to launch a campaign fit to ‘break the internet’ or whether you want to broach a sensitive issue – images and videos can bolster communications strategies.

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