No matter if we are writers who want to market our books, e-book-PR or self-employed, trying to sell services, or a famous brand trying to market their products: we all need to learn how we can market without words.
Readers, consumers, and even casual visitors of social media are all flocking to visual platforms, such as: Pinterest, Snapchat, Instagram or GooglePlus.
Since the new DIY design tool Canva came on the scene, more and more people are recognizing the benefits of creating their own images.If we can learn how to use images, photos, video, and other visual media in our online marketing, then we have a greater chance of reaching more people with our message.
A Picture Paints a 1000 Words…
But which types of image characteristics will drive more likes? Curalate, a visual-mastering platform, looked at a range of image features across 8,000,000 Instagram photos — including lightness, color, texture and background ratio — and found interesting results. Their data said “what” but not necessarily “why”, but they have a strong hypothesis on the reasoning behind some of the results. Here are some of their findings:
- 80% of Pins are Re-pins on Pinterest.
Which means that 80% of information is “shared” and only 20% of content posted up is original. Be the 20% that gets re-pinned by 80% of users, create your own original content!
- People like colorful images, but moderation matters.
The most re-pinned images have multiple colors: Images with multiple dominant colors have 3.25 times more re-pins per image than images with a single dominant color.
- Very light and very dark images are not re-pinned as often.
The re-pinning rate for images of medium lightness is 20 times higher than for images that are mostly black, and eight times higher than images that are mostly white.
- Red images get more re-pins than blue images.
Images that are red, orange and brown receive roughly twice as many re-pins than images that are blue.
- Get close and personal – people pay attention to details.
Images that contain less than 30 percent background (e.g. white space) are re-pinned the most.
Don’t Tell if You Can Show:
Wherever possible, use visuals, such as photos, book trailers / videos, or slideshows / powerpoint presentations. Creativity will still trump the science and there is no formula for a “perfect” Pinterest or Instagram photo.