Posting pictures, gifs and videos is one of the most effective methods of advertising on social media. People are more likely to engage with posts that include some sort of visual stimulation, especially moving images such as videos or GIFs; this leads to consumers clicking through more of the company’s web content and could potentially inspire a coveted share, like, or follow..and let’s be real, it’s all about the numbers. Luckily, Twitter has the option for marketers to post these types of media through both organic and promoted tweets.
So why are these methods so popular with advertisers?
Let’s start with why social media platforms are pushing for an increase in video-sharing. Twitter, Facebook and Snapchat are all encouraging users to post, share and watch more video content by prioritizing video posts in people’s news feeds; anyone on Facebook or Twitter could easily agree thats there has been a significant increase of videos on social media compared to only a few years ago. For these platforms, attention is their currency and videos easily gain the most user interest. Featuring this highly engaging content means more money from advertisers, because by changing the way consumers use social media, they can then control the way consumers engage with advertisements within the platform. Basically, if people are already watching video after video in their newsfeed, it’s more likely that they’ll take the time to watch sponsored videos as well. Advertisers and owners of social media sites have a symbiotic relationship in this way; at the end of the day, the ultimate goal for both groups is to gain as much attention as possible.
The Advertising Power of Memes & GIFs
By definition, a meme is a form of content that is spread rapidly by internet users. With exposure being the name of the advertising game, memes are the ultimate marketing tool to increase brand awareness. Memes are positively associated with funny, attention-grabbing content, so they can be perfect for illustrating company culture. Once you’ve gained the potential customer’s attention, showcasing brand personality is key to sculpting a positive image for your company. Memes can be in the form of anything from plain text to GIFs or videos, but the main idea is to post something worth sharing!
GIFs are a fairly new and versatile addition to Twitter- they are short, animated images that play in an infinite loop. As stated before, GIFs are an asset for advertisers because they are visually stimulating and an easy way to grab a user’s attention. They can be used for brand promotion, as seen in the Wendy’s example below. The simple yet entertaining animation gained them valuable attention. GIFs are also perfect for showing off products; sometimes a still image simply doesn’t do merchandise justice. This feature is especially useful for retail companies that want to show off clothing and accessories from different angles, or car companies that could benefit from displaying their newest model in action.
The use of images and video on Twitter is steadily increasing, so don’t get left behind. Taking advantage of visual content can give your brand an extra edge that puts you ahead of the competition. Always keep your audience entertained!
Is there something on our cheek? pic.twitter.com/MqyQYAFckr
— Wendy’s (@Wendys) June 18, 2014