Brands and organizations have embraced content marketing as a central component of their marketing and communications strategy. Social media has emerged as a dynamic source of content distribution where consumers can discover more brands and products online than ever before. However, the scope of content marketing now must comprise of visual elements to meet the challenge of attracting customers’ attention, providing valuable news, findings, and products through a daily flood of data.
Visual storytelling has never been more important for brands. Social networks are becoming increasingly visual rather than simply text based and today’s consumer collects and curates such image and video based content on a daily basis. Big data is allowing organizations to know everything possible about their audience, prospects, and customers regarding interests, preferences, and loyalty. A 2012 report by ROI Research reveals 44% of respondents were more likely to engage with brands who posted pictures on their social media channels rather than any other type of content. Instagram reports 16B photos shared averaging 55M photos per day and 1.2 B daily likes and Twitter’s Vine has surpassed 40 million registered users. Brands need to take advantage of the power of multimedia in communications and content creation because visual content has a longer shelf-life than text based content and can live far beyond the intended time frame or post.