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Pearson case study | Twitter for Business

Here’s a case study on how we used a paid Twitter campaign to showcase our international Learning Curve education research on schools. Top results included 1.8m impressions, £0.03 CPE and a punchy 21.26% peak engagement rate.

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Seeing is Believing: How Visual Content Has Taken Over

percolatehq:

Whether or not we like to admit it, we all make judgements based on appearances. We judge books by their covers, movies by their posters, and companies by their websites. We rely on visual content because it communicates volumes about something at a quick glance.

Today we live in a world where people want to consume content quickly and efficiently. With the wealth of digital content available, we don’t have time to read everything put before us and, even when we see something interesting and click on a website, we usually read about 20% of the text on the page. More so than ever before, we rely on images to inform us what content is worthy of our precious time.

Visuals are evolving the way brands engage with consumers on social, which is why it is important for marketers to understand the impact this content can have on an audience and how to keep up with the market’s rapid demand for new content.

How visuals are shaping social networks

Social networks have adopted the trend of visual content and evolved their interfaces so images have a more prominent role. Twitter now shows photos and videos inline with tweets, Facebook redesigned their newsfeed and profile pages to make images and videos larger, and Buzzfeed relies on GIFs and images to bring their stories to life. There are also social networks like Instagram, Tumblr, Vine, Flickr, Snapchat, and Pinterest, where the shared content is almost completely visual.

There has been a rapid rise in daily photos shared on digital networks over the past 6 years, proving that people have responded favorably to these changes and visually-focused social networks.

Audience engagement

Not only do audiences create and share their own photos, but they prefer to engage with brands images over other content types. Facebook posts with an image have an 87 percent interaction rate and 44% of surveyed consumers said they are likely to engage with branded content that contains an image. Instagram’s photo-based content is also receiving three times the engagement per post as compared to Facebook.

Snapchat, the rapidly growing photo sharing mobile app, has proven to be a potentially powerful marketing channel for brands to reach college students.

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Keeping up with the demand for branded visual content

Given the demand for new visual content and opportunities for social engagement, it is important to keep your brand’s image creation process moving at the speed of social. Below are a few tips for marketers to ensure they are able to continually produce on-brand, visually appealing content without sacrificing quality:

1. Content Fulfillment Partners

It’s much harder to produce new and interesting visuals than text. With text based content, someone just needs a computer to produce the content; whereas with images, people have to coordinate many different elements including a photographer, usage rights, and releases for all the featured people. By working with a stock photography agency like Percolate’s partners Flashstock and Shutterstock, brands have access to a world of professional visual content with complete image rights.

For more on this topic, check out our new white paper: The Busy Marketer’s Guide to Image Rights Management.

2. Utilizing User-Generated Content

With 1.8 billion photos being shared by users in a single day, there are endless opportunities to utilize the content right before your eyes. Many users share images of branded content and are willing to create specific images when prompted by brands just for the honor of having their image used as part of a nationwide campaign. If you have the proper tools to collect and manage the rights for user-generated content, it can be an efficient way to source authentic images directly from fans at no cost.

3. Take advantage of real-time moments with mobile apps

The ubiquity of cell phones has allowed anyone to become a photographer for a brand. By giving employees and those who engage with your brand the right tools, they can take photographs of your products and services or at brand events and have them immediately uploaded for the marketing team to use in social content.

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The opportunities can feel daunting for marketers in today’s rapidly evolving digital world, but there are many chances to create meaningful connections with your consumers. At Percolate, we are monitoring the trends in the digital landscape to create a product that continually grows to address the needs of marketers as the world of content creation shifts, so they don’t miss an opportunity to make those connections.

The post Seeing is Believing: How Visual Content Has Taken Over appeared first on The Percolate Blog.



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Companies “without a grasp of their truth” are unsustainable in today’s world, where social and mobile are king.
@nikroope, via contently & @percolatehq

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St. Paul’s Cathedral and #London skyline walking back from the pub last night #nofilter

St. Paul’s Cathedral and #London skyline walking back from the pub last night #nofilter

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5 things we learnt at the #ContentlySummit

Much for food for thought at the #ContentlySummit at the @BoweryHotel in a hot and humid New York this week. This is a community leading the way in terms of the latest thinking and technologies supporting the creation, publishing and measurement of content by publishers and brands.

@Contently’s @ShaneSnow made the case for brand’s taking their investment in content and storytelling more seriously – put simply great stories build relationships and make people care. So how do we do this effectively? Here are some of my takeaways for brand content types:

1) The truth in advertising - Transparency is a big issue in the brand publishing movement and an excellent panel debated ethics and the fine lines around native ads. @Jeffjarvis argued that transparency will always benefit your brand in the long run. He argued that you should be up front and use straightforward human language. Brand Voices? No, just call it an ad.

2) Measure everything, but assume nothing – the geeks were up next and @Buzzfeed’s @KyHarlin argued that there is often an assumption that data is truth and you need to understand what is really being measured. Buzzfeed’s key metric is ‘viral lift,’ measuring the proportion of social pick up of its content. ‘Scroll time’ measures engagement and whether someone is actually reading a post. Let’s get those beauties into conversation with your boss next week…. 

3) Don’t forget email - @Alexisea told us how email and newsletters remain a crucial premium product and channel for @PureWow’s efforts to drive engagement around its content. @Refinery29 complete A/B testing on every email they send out. You can read more about their content secrets in their blog.

4) Knowing your audience - @CarrieParler from @AmericanExpress talked to the need to really understand your audience and the problems they are trying to solve. AE understands that a huge proportion of small businesses fail and they aim to help their Open Forum audience to overcome hurdles with learnings from other entrepreneurs and education guides. How can your brand be truly useful?

5) Distinct corporate brand strategies – American Express and @Microsoft have very different branded content strategies. Microsoft storytelling team under @Btamblyn comes out of corporate communications and is a vehicle for telling Microsoft stories that the press wouldn’t traditionally cover and shift perceptions of the company. American Express’s Open Forum is all about support of their community. Which way to go?

Follow the @Contently team and visit their awesome blog for further reports from the summit.

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The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow.
Rupert Murdoch

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Branding lessons from Scottish TV

On Tuesday I had the opportunity to fly to Glasgow for the day to speak to the Scottish TV team about digital communications and learn more about their business. I was made extremely welcome.

This is a vibrant and nimble media company. As Scotland’s leading media brand, it reaches over 3.6 million viewers each month via Channel 3 in Scotland and over 3 million unique users each month through its digital services.

It is expanding through smart use of new digital channels, data and about to launch a series of new local TV channels for Glasgow (Monday 2 June) and Edinburgh. You can check out the promo for the new Glasgow channel here. I live in Essex, but even I want to watch it….

There was a great deal to takeaway from the day, but one that stood out was the rebrand process being undertaken, the very emotive work done to get under the skin of ‘friendly’ Glasgow and create a fresh brand identity for TV and visual communications. This is something any corporate brand needs to understand now given the growth of owned and video content.  

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Good to see there is a healthy parent/ child respect in place.

Good to see there is a healthy parent/ child respect in place.

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Mary, St. Francis, Mel & Quentin. An unlikely combo in Assisi today.

Mary, St. Francis, Mel & Quentin. An unlikely combo in Assisi today.

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Be short, be simple, be human.
Sir Ernest Gowers

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