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Your complete guide to visual content marketing for your social media strategy

venerdì 20 aprile 2018

Want to take a guess what’s on the horizon for all social marketers this year?


You’ll be pleased to know that visual content marketing is dominating the social network scene in 2017. And this trend is likely to continue throughout the rest of this year and the next.

Images are analysed and processed 60,000 faster than text, making it easier for the human brain to recognise a familiar subject in a picture. By comparison, It takes the brain longer to process a sentence and understand what subject it’s covering.

Today, pictures and videos bring more traffic to websites than written content. In this environment where visual content is dominating the share of attention, it’s necessary for businesses to adapt their strategy to ensure they're engaging with their audience visually.

We’ve gathered the most up-to date data to help you define the right social media strategy for your company and increase your business’s customer engagement in the long run. We’ll also go through social media best practices, complete with image guidelines. At the end of the article, we have a special announcement you’ll be happy to hear.

Why visual content marketing is taking over

As most social media experts envisioned a couple of years ago, social media is changing, and visual content is growing considerably, with 20 times more engagement on posts with pictures, and 94% more views on articles with images in 2017. BuzzSumo analysed over 1 million articles and came to the conclusion that pieces of written content featuring an image every 75 to 100 words received more than double the social media shares than articles with less visual content.

While blogging remains one of the most popular way to share information online, taking 38% of the share, visual marketing is slowly taking over and is now being used by 37% of marketers as part of their content strategy.

The rise of apps like Vine, Instagram, and Snapchat, with over 500 million users and 9,000 photos shared per second, have led to other social platforms evolving and establishing more visual-friendly platforms. 74% of social media experts admit posting and sharing images as part of their social strategy, ahead of blog posts (68%), and videos (60%).

As visual content marketing continues to grow, 60% of consumers consider themselves more likely to contact a company when their local search results includes an image.

Twitter and Facebook by the numbers

Twitter has been constantly evolving for the past couple of years. With the ability to add visuals without taking up the 140 character limit, people are now sharing more pictures, tagging friends, taking screenshots of funny conversations, and commenting on photos. With a 140 characters limit, it can sometimes be difficult to convey a message. But with images, users have more flexibility in their clarity of messaging.

In 2017 so far, tweets with images received 150% more retweets, 18% more clicks, and 89% more favorites than tweets without images!


Airbnb Twitter post

Whether you’re a Twitter user or not, it’s hard to deny that visual content is the easiest way to captivate your audience’s attention.

If you’re a regular Facebook user, you might have noticed that images and videos are literally everywhere on our news feeds. Today, Facebook posts with images bring on average 2.3 times more engagement than regular posts without any form of visual content.

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GoPro Facebook Post

Posts with videos or photos bring more organic Facebook engagement than any other posts, with an average engagement rate of 13.8%. Facebook has observed a 37% higher level of engagement for photos over text.

It’s official, visual content marketing is now more successful than any other form of communication. Including it in your social strategy is no longer an option, it’s a necessity.

If you’re looking to attract more customers via social media platforms, here are the 2017 best practices and size guides for long-term social media success...

Your Photos Size Guide by platform

Looking to include more images in your posts? Worried you might not know enough about visual content marketing?

Worry no more!

We’ve put together an image size guideline to help you nail your social media strategy on every single platform.

Trustpilot image size guide

Featuring the new Trustpilot Image Generator

Improving customer engagement on social media

As you can see, visual marketing is hot right now.

At Trustpilot, we understand how important it is for customers to interact with businesses on social channels during the different stages of the buying journey. But we also know that online reviews could also help you attract more customers via social platforms. 80% of consumers said they’d be more likely to purchase from a brand if they saw positive user reviews on the company’s Facebook page.

Sharing online reviews on social media helps your content stay personal and up to date, while helping you stand out from the competition and grow your online reputation.

Our team of experts works hard to constantly improve the Trustpilot platform in order to help businesses like yours achieve long-term success. So this year, we’ve decided to follow the visual content marketing trends, and combine images with online reviews to launch the Image Generator.

image generator TP example 1

Our new tool allows you to easily share customer feedback on social media via beautiful images. But why tell you ourselves? Let’s see what some early adopters have to say about it.

"I absolutely love the new Trustpilot image generator and have used it frequently on social media to help advertise our business. (…) I’ve found that there is no better way of showing off our ‘excellent’ Trustpilot rating on social media!"
Lorraine Dallmeier
Director of Formula Botanica
TP Formula Botanica image generator example
TP image generator example 2

The generator helps you build a strong visual content strategy while still targeting a wider audience, driving more engagement from users, increasing click-through rate, and bringing quality leads to your website by easily sharing reviews as beautiful images.

Want to learn how you can take advantage of reviews in your social media marketing? Request a demo and we'll show you how Trustpilot can help your business.


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