Facebook’s recent change to a more image based newsfeed has got me thinking that perhaps Pinterest may have had the right idea all along. While Facebook is just moving away from highlighting more text based news, Pinterest has been able to capitalize on capturing their audience from the start, and has the viral growth to prove it.
With the new updates allowing businesses to step into the world of Analytics for their Pinterest business page, I can’t help but make the connection that this is a trend in marketing and advertising experts have called on for decades and is really not such exciting marketing news at all. Think of it this way:
It takes our brains seconds longer to connect with text, any seasoned marketer or advertiser will tell you that. As children we reacted better to images because we didn’t need words, and couldn’t use them to associate one item with another. No brainer!
George Lois, the famous creative marketing genius back in the 1970′s had the right idea-If a message isn’t translated to the audience in a millisecond, and then you’ve already lost them. It’s a tale as old as time really.( Yes I was just referencing Beauty and the Beast). Using image, as the basis for a marketing message is the best way to convey an idea, consumers can make their own interpretation and its strikes them emotionally. It seems as marketers we’ve just been so consumed with communicating with words that we’ve forgotten about our other senses. All signs point to Image based marketing as the best sales tool.
On that note: For years trends in the Far East, specifically Japan have focused their advertising centrally around an image that evokes emotion from the viewer. For beauty products featuring an image that dictates the way a woman will feel after using the product, or depicting a benefit has been widely used. In the case of food industry marketing, highlighting an image of a satisfied customer or family rather than the picture of the food sitting on a plate has been a popular way to advertise. I don’t know about you, but if I saw a bunch of happy people standing around a plate of food, I’d imagine it was good. Reading words that TELL me how good something is, is much less powerful or believable.
Lots of folks say history repeats itself; so far it’s been true in every sense, from fashion to politics, and social media is no exception. We’ve been lucky enough to have a new space to connect businesses with the consumer, but seem to have forgotten a few of the fundamentals of marketing, and are now shocked when a new trend seems to evoke a consumer response.
So Why is Image based Social Media Marketing the best sales tool? It quickly evokes emotion from the consumer, and emotion rather than logic is what drives more sales. Consumers react more often on what they THINK they need, rather than what they really do.
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