Visual Social Media

Why visual social media?

• Show instead of tell

• Images equate with emotions=connection

• The rise of mobile

• Faster consumption (look vs read)

• Remove language barriers

• Engage visual learners

Pinterest vs Instagram

• Pinterest: Discover/Share curated content

• Instagram: Personal experience with a brand

Mobile Mobile and WebWomen, teens, <35 Women, Crafters, Foodies

Urban. Suburban RuralPersonal Connection via imagery Insight, tips

What is Pinterest?

• Pinterest is a pinboard-style social photo sharing website

• It allows users to create and manage themed image collections that focus on anything that might catch their eye

Growth• December 2010-10,000 users.

• January 2012-11.7 million unique U.S. visitors, making it the fastest site ever to break the 10 million unique visitor ceiling

• That month, Pinterest drove more retail referral traffic than LinkedIn, YouTube, and Google+

• March 2012, it passed LinkedIn to become the 3rd largest social network in the US.

What makes a bulletin board social?• Users can browse other pinboards for ideas

• Social interactions focus on “re-pinning” or “liking” images

• Pins can be shared on Twitter and Facebook

• Over 80% of pins are re-pins

Pinterest and retail• Sephora’s Pinterest followers spend 15 times

more that its Facebook fans

• Pinterest shoppers spend between $140-$180 per order vs $80 and $60 orders for Facebook & Twitter shoppers

• Pinterest accounts for 25% of retail referral traffic

Who is on Pinterest?• Nearly a third of users have an annual household

income of $100,000 or more

• 80% are female

• The largest age demographic represented on the site are people between 25-34

• 50% have kids

• This is the demographic most valuable to mobile advertisers -- young, upper-middle class and female

Remember the 80s• 80% of pins are repins-1.4% of tweets are

retweets

• Pinterest 80% female, Twitter-55%, Facebook 55%

• 80% of female general population trust Pinterest, 67% Facebook, 73% Twitter

• Women account for 80% of all household purchase

The Perfect Pin?

The Perfect Pin• Color is good: More than 1 color are repinned 3.25 times

• Don’t be blue:

• Red images get more repins than blue

• Pictures that contain a mixture of red, orange, & brown, repinned 2X more often

• Be smooth:

• Smooth texture repinned 17 X more often than images with rough texture

The Perfect Pin• Get close:

• Imagines with less than 30% background are repinned most often

• Saturation savy:

• Very light and very dark images are seldom repinned

• Monitor your links:

• 48% of most popular retail pins lead to expired links

Pinterest.com/MayoClinic

Mayo’s Top Posts…

To start..• Open a Pinterest account

• Install the Pinmarklet on your browser

• Set up your boards, with brief descriptions

• Pin, repin and explore!

Instagram• Instagram (mashup of Instant & Telegram)

• Mobile only photo/video-sharing app that lets users share images on a variety of social media, such as Facebook, Twitter, Tumblr and Flickr.

• Limits photos to a square shape (think Kodak Instamatic/Polaroid images) vs 4:3 aspect used by mobile device cameras.

Rapid Growth• Launched October 2010.

• Rapid growth: 100 million active users as of 2012 & over 300 million as of 2014.

• Acquired by Facebook in April 2012 for approximately 1 billion in cash/stock.

• In 2013, Instagram grew by 23%, while Facebook grew by 3%.

Demographics• Over half those in their early twenties are on Instagram.

• 26% of adult internet users/21% of entire adult population

• Women, Hispanics, African-Americans, and urban/suburban

• Rapid growth: 18-29

• 2013: 37%

• 2014: 53%

DemographicsMillions

Over 6555-6445-5435-4425-3418-24Under 17

Abrupt drop off at 35

Aggressive Engagement• 57% of users access daily (63% Facebook)

• 35% of users access multiple times/day (40% Facebook)

• 43% post more than once daily

• 21 minutes/day (out of 162 min/day on device)

• Engagement 15X higher than Facebook

Instagram.com/MayoClinic

Most Liked post: 276 on 03/12/15

Best PracticesAdopt/adapt tried-and-true tactics

for visual social media.

Gorgeous + high resolution photos! Strong profile consistent with your brand Compelling captions Strong calls-to-action Recognizable hashtags and keywords Themed campaigns Publicize via other platforms Gorgeous + high resolution photos!

Visual Social Media

Engage online audiences with images using:

Visual – Users post images Social – Viewers respond

&