8 ● 90% of information
submitted to the brain is visual ● Visual images process 60,000 times faster {we are talking in nano seconds here, but still…} ● 40% of people respond to visual information over print ● For the rest, visual information reinforces the message @matt_siltala 65% of the population are visual learners-pictures reinforce text Videos on landing pages increase conversions by 90% Posts with visuals receive 94% more page visits and engagement 60% of consumers are more likely to click on a business whose images appear in search results
9 @matt_siltala 90% of information
submitted to the brain is visual Visual images process 60,000 times faster (we are talking in nano seconds here) 40% of people respond to visual information over print Visual information reinforces the message
37 @matt_siltala …gives them a
main idea Good visual content… …gets to the punch line …saves your audience time by highlighting important info …simplifies complex info
41 @matt_siltala • Tumblr is
emerging as a formidable social media site for marketing • Fastest growing in new active users • Perfect for multimedia and visual posts • Visuals with short text are key • Create a Tumblr blog focused on the same interests as your potential customers • Follow users with the same interest as your business/Tumblr blog • Easier to gain a following by following others first Find their niche
42 @matt_siltala “I’m in a
chillin’ mood today. Found it here (link).” Pictures of products are a natural fit on Tumblr
43 @matt_siltala • Social media
interactions should focus on the SOCIAL • Social media is a platform for connection and conversation • Interesting and relevant visual content on social media gets you noticed Be Social
44 @matt_siltala Because you’ve taken
time to get to know your audience, you know what is valuable to them: • funny • thought-provoking • useful • discounts Include valuable content
46 @matt_siltala • The visual
content draws your audience in • The text keeps them engaged • People always look for the caption to tell them what they are seeing • Fabulous Headlines are essential • Interesting copy is a must--even if it just gets skimmed Visual content works with copy
47 @matt_siltala • Make a
connection • Encourage comments • Encourage shares-fun content people want to bond over • Call to action
48 @matt_siltala A simple call
to action helps YOU pinpoint what your goal is with visual content and helps your AUDIENCE (potential customers) know how to respond: • Share your own adorable pet photo • What’s your favorite cat? • Know someone who’d like this article? Share it! • Follow us on ____ • Buy now and save $___ Call to action
There are a lot of social media platforms out there. I am going to explain all of them for you to maximize your content’s effectiveness.
Humans are not “preprogrammed” for written language. “We were never born to read,” says neuroscience and reading researcher, Maryanne Wolf, in her book, Proust and the Squid: The Story and Science of the Reading Brain. Wolf explains that vision is pre-programmed into the human brain while reading does not come naturally. Reading, says Wolf, involves tapping into existing “visual circuits” of the brain in order to decode letters into words.
Source: Wolf, M., & Stoodley, C. J. (2007). Proust and the squid: The story and science of the reading brain. New York, NY: HarperCollins.
What this research means for content marketers is that visual content is processed much easier than text. In a world where potential customers are overloaded with information, visual content makes your message easier to process and more likely to stand out.
{Image of an infographic or visual website standing apart from a sea of boring-looking sites and pages}
Source: Wolf, M., & Stoodley, C. J. (2007). Proust and the squid: The story and science of the reading brain. New York, NY: HarperCollins.
Research from UCLA’s Semel Institute for Neuroscience and Human Behavior suggest that Internet searching may engage a greater extent of neural circuitry not activated while reading text pages (but only in people with prior computer and Internet search experience.)
Source: Small, G.W., Moody, T.D., Siddarth, P., and Bookheimer, S.Y. “Your brain on Google: patterns of cerebral activation during internet searching.” : American Journal of Geriatric Psychiatry. 2009 Feb;17(2):116-26. doi: 10.1097/JGP.0b013e3181953a02.
Pinterest has 70,000,000 users (most are women in the US) accoring to Semiocast, a French marketing company http://thenextweb.com/socialmedia/2013/07/10/semiocast-pinterest-now-has-70-million-users-and-is-steadily-gaining-momentum-outside-the-us/ Pinterest’s numbers aren’t public http://nymag.com/daily/intelligencer/2014/05/pinterest-is-sneaking-up-on-twitter-and-facebook.html Instagram has 300,000,000 users http://instagram.com/about/us/ 60,000,000 photos shared every day http://instagram.com/about/us/ 200,000,000 active monthly users on Instagram http://thenextweb.com/facebook/2014/03/26/instagram-passes-200-million-monthly-active-users/ Tumblr has seen a 120% increase in active users from May to Nov 2014 Tumblr has 216.7 million blogs 99.7 billion posts as of Dec 28, 2014 (count changes every day) https://www.tumblr.com/
From May to November 2014 Tumblr has overtaken Instagram in growth of active users. Tumblr, Pinterest, and Instagram grew most in active members This chart shows that people LOVE interacting with images, they also LOVE creating their own content. It is important to speak the language of your audience and interact with them on their terms.
these concepts apply to any print or web material your company produces
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