Why does a marketer need to care about their visual content strategy? In a hyper-competitive marketplace, images can be the key to getting the edge and winning sales. Brands say there are five compelling reasons to get smart about content and how it is shared, re-posted, and engaged with by audiences:
- Visual assets need to be managed. How are your images being shared? You spent a lot of money creating content to help sell your products. Those images are online and will be shared in perpetuity. This investment needs to be understood, analyzed and optimized.
- The way people communicate is now largely visual. Sharing images online and across social platforms is how consumers learn about brands, and which ones are meaningful to the influencers around them.
- Brands need to monitor how the public engages with them on social media. If you don’t understand the value and dynamics of the visual component, only half the story is being communicated. Some fashion brands spend millions a year on visual content that they surface in advertising, on retail sites, in social media campaigns, etc.
- You’re in a very competitive marketplace. The stakes have never been higher when it comes to selling to the same audiences. It is invaluable to go deep to understand what your competitors are doing with their visual content. Imagine the reckoning confronting a fast fashion brand that willingly remains ignorant of the visual assets and strategy that other brands in their category use to launch new lines and sales efforts.
- You want to work with influencers. Brands are using influencer marketing to get their content discovered, build some viral fire and reap the resulting sales. But here’s the question: It’s easy to throw hundreds of thousands of dollars at a famous influencer, expecting this will result in engagement and sales. But how many of those efforts really pan out?
The picture of who is having true influence in your audience network can get much clearer through a deeper dive into ShareIQ insights and analytics. Brand marketers use our platform to view who is sharing and inspiring others to re-share, and what publishers and platforms are having the greatest impact.
Getting a deeper understanding of how your visual content is being engaged with is critical to getting greater value from your visual content investments. But it gets exciting when you use those insights from your earned and owned media to inform your paid media campaigns.
Once the data and analytics tell the story of the value of the content and how it’s being engaged with, the insights allow you to help connect the “discover-to-buy” pathway: creating custom audiences based on people who have seen, shared or otherwise engaged with your visual content. These segments are targetable through your partners or ad tech platforms.
This is so valuable because you are now using first-party data (who’s engaged with your content, where and how they did so) based on people who have already shown an interest or an affinity for your brand and its products.
And that data is not just key for targeting people who may become customers, it’s a way to hedge against all of your marketing being tied up with Google and Facebook. From Pinterest, to Instagram, and across Facebook, you’re getting one set of insights that tell you a lot about your potential customers, what content they’re interested in, how they share it and which of your brand assets they find compelling. The segments you create let you engage them with targeted, relevant messaging online and on any social media platform, channel, screen or device.