The Ever-Shifting World of Social Media

by Sarah Burns February 25, 2016
February 25, 2016

With more than 2 billion active social media users worldwide, the influence of social on brand perception, customer relationships, and purchase decisions is indisputable. But, there’s a major shift happening in the way people interact socially, and it’s a trend marketers need to stay on top of.


Social media is becoming more visual


Social media is becoming more visual, with image and video-focused platforms seeing hockey stick growth. In fact, Snapchat had a purported 100 million daily active users only two years after
its launch.


Users are also voting for more image and video content with their clicks. Posts that include images produce 650% higher engagement rates than text-only posts and simply using the word “video” in an email subject line boosts open rates by 19%.


The influence of image and video content is expected to continue. An estimated 84% of communication will be visual by 2018, and by 2019, 80-90% of global consumer Internet traffic will be video.


There are long-term returns on investing in image and video production


Figuring out how to get more images and videos in your repertoire is a “today” problem and there are immediate, compelling gains to be realized from investing in visual content. Marketers can expect several positive results:



  • A boost in SEO performance
  • More social engagement and audience growth
  • Amplified paid media performance
  • A stronger connection with existing customers who may be more likely to make repeat purchases and talk about your brand

Establishing a system for how your brand produces images and videos will also pay off in the long run, put you ahead of the competition curve, and help your brand build and grow profitable customer relationships now and in the future.


Putting it all together


Marketers used to say “brands are the new publishers,” but perhaps now it’s time to think about brands as the new creative shops. To engage with customers, you’ll need great image and video content, and a lot of it. Don’t wait to ramp up your image and video production and distribution efforts. Now is the time to invest in solutions to scale visual content production and create an effective system for your brand.

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