As consumers we are exposed to mass amounts of stimuli on a daily basis, particularly on digital media platforms. We find ourselves scrolling endlessly through a sea of pixels and characters and often, most of the content we observe amalgamates into a technological blur.
On social media, businesses strive to capture our attention- but this objective is preliminary and, transitory in effect. Instead, the key is to maximise our engagement.
So, the question becomes- what medium on social media is going to convert our attention into sustained engagement?
The answer: visual content
After all, 65% of us are visual learners.
Nowadays, text is typical and static. The allure of an image dominants every time-
- Facebook posts with visuals receive 2.3 times more engagement
- In Australia 2016, Instagram had a user growth of 31%
- Tweets with images are shared 150% more
Although a picture will grab our attention, it doesn’t guarantee a high level of engagement or impact.
Cinemagraphs augment our level of engagement because our eye is stimulated to investigate the image for its minor movements. This technology is transforming the digital marketing landscape, the results from the Microsoft Surface Pro 4 campaign reveal why-
The same goes for GIF’s, as our interest is sparked by the mobility and narrative contained in the graphic.
360° visuals work to similar effect, but take it a step further as we can become completely immersed through our ability to interact and control its movement.
Let’s start a conversation on cinemagraphs, GIF’S and 360°.
Do you consider them effective for social media marketing, why?
I would love to know about your experiences when you have encountered these technologies on social media.