Smile like you mean it

We are a visual gang. From scrawled pictures on cave walls to YouTube, we use pictures and video as a means to share stories, learn lessons and build relationships. That simple fact is what makes digital channels so irresistibly effective at getting out a message — whether person to person, brand to person, business to business or business to employee.

It’s surprising how often that simple and basic rule of digital communication is lost in the hubbub of links, leads and the “like”. According to Performics, in fact, 89 percent of daily social media users actively posted or shared photos and videos. The report is the result of a survey of 1,961 people who use at least one social platform on a daily basis. Most of the respondents were active on up to three sites: Facebook, YouTube and Twitter. When asked about interacting with companies, a healthy 81 percent of those surveyed said that they prefer to do so with photos and video. According to the sample, women preferred photos, while men were in favor of video content.

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Performance Takeaways

–Don’t just share links via social media. Share images – tell stories

–Think visual when you think web design. Avoid the link trap, and use pictures to engage users

–Video has become the most powerful means to communicate and learn. Done well it will boost your brand and improve the time spent on your site

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Visual Across the Internet

It’s not just social media. Visual content is, in fact, silently killing the good old PDF, arguably the least visual of digital forms. “Effective content marketing should incorporate features such as video, social media, and mobile-friendly page turn design and delivery,” says Neil Bhapkar, Director of Marketing at Uberflip. “These elements, along with the comprehensive analytics that marketers today expect, clearly indicate that PDFs are not an adequate content format.” Uberflip’s recent infographic, available here, underscores the impact of visual content when it comes to digital consumption. Their research found that consumer internet video traffic is projected to grow from 16.8K petabytes per month in 2012 to 45.2K in 2016. PDFs, of course, don’t do video, and that underscores the fact that video is growing into the preferred method of content consumption.

It all adds up to a final warning of sorts. Soon, if you’re not communicating visually you really aren’t communicating at all. That includes websites, social platforms and email. It also means that what you produce must — must — be highly consumable via mobile devices. Wherever and however you hope to get your dealership’s story told in an inclusive, interactive and compelling way, the answer is via visual means. 


Are you fully leveraging visual content to tell your story?

–Brian Chee

Source: Performics, Uberflip

Published on DrivingSales.com

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