The rise of the image in Media

This video shows every NY Times front page since 1852 - notice the shift towards more image based content in later years...

Businesses use image/video based content-marketing to quickly differentiate their products from your competition. Is your band or independent art project doing the same?

 

Interestingly Pinterest’s CEO Ben Silbermann thinks “the future of search will be about pictures rather than keywords.”

 

With new, intelligent, visual search technology being incorporated into branded apps and websites (as well as improved visual search functionality being built into platforms such as Pinterest, Bing, and Google), visual-search is certainly going to change the search marketing landscape. 

 

With that in mind, we've pulled together 5 interesting statistics to consider when developing your own visual content-marketing strategy. 

 

1. We remember pictures

When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. (Source)

 

If you think about it this makes sense. Millions of people remember this album cover, how many remember the track list on the back?

2. Use images to guide people 

People following directions with text and illustrations do 323% better than people following directions without illustrations. (Source)

 

You might be thinking "so what, we're not a Sat Nav we're a band..." A fair point, but think about this one in context - next time you're directing people to your new release / merch store / tickets / etc... Use pictures.

3. Boost your twitter feed

Tweets with images receive 150% more retweets than tweets without images. (Source)

 

We're all guilt of this one, you post (or if you're really on the ball - you schedule) a load of tweets talking about your latest single / video / gig, etc and don't include a picture. The stats don't lie though - add pictures! Artwork, behind the scenes photos, posters, and live shots all act as great content for bands to integrate into your tweets.

4. Use video - in the right places

85% of videos on Facebook are watched without sound. (Source)

 

If you're in a band this would suggest that putting your latest music video up on Faceook isn't going to make much of an impact. One way to get around this is to cut together 30seconds of the most visually impactful parts of the original video and overlay with text along the lines of 'Coming Soon' or 'Watch now' etc. Keep a section of the music in there for the 15% and put a link to the full YouTube video in the post.

 

There are some notable exceptions to this rule, a visually stunning and interesting music video like OK Go's Upside Down and Inside Out (originally released on Facebook only) have the potential to break the rules and go viral.

5. Tell people you have video

Using the word “video” in an email subject line boosts open rates by 19% and clickthrough rates by 65%. (Source)

 

The most useful marketing tip I could give anyone in a band is to set up a mailing list. Social Media has around 3-6% reach on average, a good mailing list will get 20-30% - its a no brainer! Don't spam people, or use automation, it's too cheesy for a band and you lose your authenticity. If you use it sensibly to tell people what you're up to once a month, let them know about upcoming gigs and releases, and re-share your music, the benefits are huge! And as this final stat proves, when you do set up your mailing list, it's a good idea to include video, and state it in the subject line!

 

We hope you found this article useful, and if you did why not tell your friends!

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