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The future of marketing is visual.
At least that's what about 3,000 marketers told online social media magazine Social Media Examiner in this year's Social Media Marketing Industry Report.
According to the report, marketers value social media marketing--especially visual marketing--more highly than ever before.
With 92% of marketers indicating that social media is an increasingly essential tool, there is also a growing trend towards using (or planning to use) visual content on more traditional platforms such as Facebook and Twitter. Additionally, there has been an uptake in marketers using visually based platforms such as Pinterest, YouTube, and Instagram.
Marketers are now looking to create original visuals and videos to engage audiences, and theres no question that marketers need to think about shifting their content strategy that way.
If you don't want to take my word for it, here are six findings from the report to back this assertion up:
One of the data points that quite surprised me was that marketers with longer experience in the industry rate the importance of visual networks, such as Pinterest, YouTube, and Instagram, higher than their less experienced colleagues.
According to the report, marketers with less than 12 months experience with social media marketing select Facebook as their No. 1 choice of the platforms they use, followed by Twitter and LinkedIn.
For marketers who have been employing social media marketing for one to two years, Facebook and Twitter remain the top two choices. However, the use of YouTube rises from 37% to 63%, Pinterest rises from 32% to 46%, and Instagram from 15% to 26%.
When you start looking at the platforms used by marketers with more than five years experience, the move towards more visual platforms is even more marked. YouTube is now the fourth most popular platform with 74% of marketers active on it, while Pinterest is used by 66% of marketers and Instagram by 47%.
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Why Marketers Love Instagram And Pinterest
By Matt Pillar, editor-in-chief, Integrated Solutions For Retailers
June 2014 Integrated Solutions For Retailers
Apparel retailer American Giant measures social marketing impact in real time with its SaaS-based referral marketing platform.
With just a little more than two years in business under its belt, American Giant is a start-up retailer on paper. But what the company lacks in history, its more than made up for in its baptism-by-fire experience with the fundamentals of e-commerce. When American Giant launched in February 2012, its motives were simple and pure. The company believed the world needed a better hoodie. In fact, it believed the world needed a complete line of high-quality yet affordable Americanmade casual wear. It needed sweatshirts, T-shirts, and sweatpants that fit better, looked better, and lasted longer than the market standbys. We identified a false choice consumers faced in the cotton casuals market. They were forced to either tolerate poor quality or out-of-reach prices, says Don Pillsbury, VP of sales and marketing at American Giant. So the company invested heavily in construction and design. It spent eight months testing and rejecting fabrics until it found the one it felt was worthy of constituting the iconic brand it believed it was building. It invested in U.S. manufacturing facilities. Then it went to market, with little more than high hopes and an e-commerce engine at http://www.american-giant.com.
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Referral Marketing Drives Double-Digit Sales