3 tips for creating compelling visual content on social media

As users continue to adopt a mobile-first approach to online access, marketers need to create more compelling content for visual platforms like Instagram to engage consumers.

More users around the world move online as mobile-first and mobile-only consumers, especially those in emerging markets. Billions of people now have powerful phone/camera devices with Internet access in their pockets. This has led to a profound shift in communication: images are replacing words. Therefore, it’s imperative for marketers to understand the value of eloquent storytelling on visual mediums.

In addition to communicating via imagery, people now use images to experience the world around them. If something happens, it will most likely be captured on a visual storytelling platform.

#flowers

A photo posted by J.enigma (@j.enigma) on Nov 2, 2015 at 2:50am PST

According to Social & Mobile in APAC 2015, a report from We Are Social / IAB Digital, mobile Web traffic in Asia has experienced a 30 percent year-over-year increase.

we-are-social-mobile-growth-500

*We Are Social / IAB Digital Social Media in APAC

Research from eMarketer suggests that users in Indonesia and Thailand spend more time on smartphones than on any other devices – including television. This explains why mobile-first platforms are experiencing rapid growth in our region.

The most successful brands on a visual platform tend to share images that:

  • Tell a story.
  • Create an emotional connection.
  • Match the aesthetic of the rest of visual experience in the user’s feed.

That doesn’t mean marketers always have to spend big on photo shoots or elaborate productions. Thousands of small business owners and hobbyists are already creating well-crafted, compelling content with the help of simple photo editing and filtering tools on their mobile devices.

Social media isn’t just a communication tool – consumers use it to search for new products and services. They want to be visually inspired by creatively captured moments, and don’t mind if it comes from a friend, foe, or brand, as long as the content is compelling.

This makes visually driven social platforms like Instagram an incredibly powerful place for brands to play. So what should marketers keep in mind when launching a social campaign on an image-centric platform?

1. Captivating storytelling

The key factor for driving engagement is visual storytelling. Good images and videos will amplify the outcome and fit within the native experience of the platform.

Make sure your brand’s feed forms are part of a bigger picture. View your account as a cohesive whole, rather than lots of separate images. Follow a theme or style that suits your brand’s purpose.

2. Branding

Maintain a strong brand consistency across campaigns by establishing connective elements across images and videos – like an identifiable color palette, composition, or photographic style. This will make the brand more recognizable.

Remember to include a mention of the brand in a subtle way within the written content that compliments your visuals.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource