Pictures all over the web
Oct 5th, 2012 by Siew Ying
One of the messages that is delivered to firms through the recent social media trend is that “pictures say a thousand words”. Since instagram and pinterest users flooded the social media niche, the growth of these apps have skyrocketed. Firms have been trying to acquire instagram in their social media platform and use it as a tool of enhancing their brand image among targeted audiences.
There is a discussion between instagram filtered pictures and professional photos taken by cameras on the fashion show that was held in NYC last month. Firms actually hire photographers to take pictures of the fashion show using their Android or iPhone app. For example, Getty has 4 photographers for the event, 3 of them uses iPhone of Android app to take pics while only one uses professional camera to take pictures of when they fashion show and the runway. They stated that Instagram is a side project that they work on the fashion show as a means of targeting another pool of audiences who use different communication channel. This clearly shows that firms are taking an initiative to lead the current trend before consumers realize that they need it.
How does this trend influence firms on their social media strategy?
First of all, firms would have to identify whether they need massive visual elements in their advertising.
- Take for example fashion industry that relies on visual stimulation to attract consumers attention in their advertising would need to take note of this current trend and set up its Instagram account to keep up the pace of the industry and its competitors.
- One of the most prominent fashion brand – Burberry is doing great in managing its Instagram account. Burberry posts its real time runway pictures on Instagram for its followers before they are available on other mediums. Also, followers can view the backstage pictures that are seldom posted elsewhere online. Followers can retweet using tumblr or like the picture on instagram. This feature involves some interaction from the audiences and it enhances the relationship between potential customers and company. It pushes the consumers through the marketing funnel as shown below.
- With consumer interaction online such as liking a picture on Instagram or reblogging a picture from Tumblr, all these interaction urges consumers subconsciously to go from awareness to consideration or preference. I would say that it saves a firm’s cost on initial marketing advertisement to catch customers’ attention because users would mostly be introduced or attracted to the page by peer influence.
Sources:
http://blog.nielsen.com/nielsenwire/media_entertainment/data-and-design-looking-at-data-visualization/
http://www.buzzfeed.com/hillaryreinsberg/fashion-week-instagrams-now-for-sale