Photos, videos, infographics, and even gifs — as a reader, you know they’re engaging, but are you using them to their best possible effect in your B2B marketing? Social media engagement can be vastly improved through the use of visual content, but it has to be the right content, and it has to be used strategically.
The Advantages of Visual Media
Studies have shown that tweets that have graphics included are more likely to be engaged with, and it only makes sense; images and videos pop out on a feed and take up more space. Visual content also makes it much easier to express complete concepts in a small amount of time, especially when people are simply scanning through their feed for additional information. All social media venues, from Facebook to Twitter, make it easy to share visual media with your followers, but many shy away from including visual media because of the increased investment of time. Nevertheless, adding engaging visual content to your social media can have a significant impact on ROI and should ultimately pay for itself.
Creating the Right Content
Not all content is made equal; you can’t include any images in your Facebook posts and hope to see a boost in engagement. Ideally, the images should be insightful and creative. They should look professional and high quality and they should be directly related to the content of the post; there’s no need to include visual media if it’s simply an afterthought.
But are there specific types of media that tend to perform better on different platforms? On Twitter, most visual media will gain a boost in interactivity, if only because it is more visible. On Facebook posts, casual and informal advertising tends to be a better bet — because it is a more social demographic. LinkedIn has a tendency to prefer engaging infographics, and all platforms generally seem to prefer gifs over videos.
The Great Debate: How Much Is Too Much?
Though all professional marketers do agree that visual content is necessary for engagement, most of them disagree on how often it should be posted. After all, you can’t (and shouldn’t) include an image with every Facebook post and tweet, even if you technically can. This will inundate your followers with images that may not have value to them. Some marketers believe in a 50/50 split, others believe in a 25/75, and still others believe in 75/25.
The best advice to take is your own testing: you can try out different combinations of image and text posts in your B2B social media campaigns to identify which blend your specific audience prefers more. Of course, there are also some social media sites where visual content is expected, such as Instagram, YouTube, and Vine. When it comes to these sites, the traditional rules of social media apply: active posting, and ideally multiple times a day.
If your head is spinning at this point, you’re not alone. Developing solid social media engagement is difficult — that’s why there are professionals out there who are available to do it for you. If you want to learn more about the benefits of visual content for your B2B social media campaigning, we are only a ‘handshake’ away!