Marketing to Women: A Picture on Pinterest Is Worth A Thousand Words
June 10, 2012 § 1 Comment
In the face of speculations about the waning health and wealth of social media, the darlings of growth Pinterest and Instagram seem to be skyrocketing in popularity. Instagram has grown to 30 million users. Pinterest has moved from obscurity to the third most popular social network in terms of total visits behind Facebook and Twitter. Comscore reported Pinterest had 18.7 million users in March 2012. And of course, more than 80% of all users are women. So what’s up with these upstarts?
Photos are important to all of social media. Even Facebook will tell you that their community uploads 250 million photos a day. The importance of images led Facebook to purchase Instagram for $1 billion.
Images rule. Yes, we love to use images to tell our stories. They are provocative. They inspire. They communicate. They are worthy of sharing. Images are at the heart of social media. Infographics have helped explain the unexplainable to us. One interesting aspect of Pinterest is its wonderful ability to share inspiration and ideas. Whether it is a hairstyle, a biting quote, or an image of a remote getaway, it takes us someplace else. I love what Bianca Bosker says about the self-aggrandizing noise of some social media:
“In short, too many of our posts come with the silent subtext “Here’s how great I am.” On Pinterest, the tone seems to be ‘Wouldn’t this be great?’ “
Everything about our culture revolves around arresting images. Even Target‘s successful advertising campaign depends on a graphic design approach to advertising.
According to Shawn Graham at Fast Company: “Pinterest’s rapid ascent into the social strata has reemphasized something we’ve known since the day the first camera was invented way back in the 1800s — pictures matter.”
So what should we do? Embrace images.
1. Invest in the time to create images that tell your corporate story. Look at all of your visual assets and create an image strategy for social media.
2. Experiment with Instagram and Pinterest as a marketing tool. Create virtual tours, highlight images of your products and services, show product usage, highlight inspirations for your consumers, and provide helpful tips and hints for users.
3. Remember keywords are important to images as well. Make sure you put in captions and descriptions that make your images fun to find.
4. Investigate new marketing tools like Luminate that make images interactive.
Tagged: Bianca Bosker, Facebook, Fast Company, image content strategy, image culture, images in social media, Instagram, Jamie Dunham, marketing to women, Pinterest, Shawn Graham, Social Media, Social media image strategy, The Lipstick Economy, Twitter