Visuals killed the radio star

In the well-documented rise of powerful visual content that conveys a brand’s story, PR professionals need to make sure they are moving with the times and shifting from tell to show.

I recently attended an event hosted by CIPR South West that delved into the concept of #ContentThatConverts, a trending topic in the 2016 social media landscape. The key messages I took from the evening were create content that shows your brand’s story, rather than having to spell it out and visuals are EVERYTHING.

The event, led by Jonathan Pollinger of Intranet Future and Tiffany Maddox of Rubber Republic, was an interesting insight into the minds of two creatives that come from different backgrounds but share the same message. In today’s climate of saturated content that flows quickly through the newsfeed, visual content is king.

Content has come a long way in the past decade, and it’s important we keep up with the movement from tell to show using visuals and content that are powerful enough to bridge the gap between your brand’s message and your audience’s interests with minimal text.

These days, most people are visual or auditory learners, while only one in ten people learn best from reading (Source: Citnow 2016). With that in mind… That image-free tweet you posted about your brand’s latest product is potentially missing nine out of ten consumers – a worrying thought indeed.

To support this, Buffer, a social media management company, did some research into how their audience responded to tweets without images versus tweets with images – the results speak for themselves.

retweets favs

Between both hosts’ knowledge and expertise, I have taken away four nuggets of content gold that are key for PR.

1. Know your audience’s location

Most people use mobile for Twitter and Facebook, meaning that they have a limited screen space to view your post… Always optimize for mobile and show with an image rather than tell with copious amounts of rambling copy.

2. Keep it simple and stick to one message

When it comes to video content, you have five seconds on Facebook to capture your audience’s attention and only ten seconds on YouTube. Don’t miss your opportunity by cramming too many messages into your content.

3. Don’t be a ‘me too’

Don’t create content just to match your rival’s social media and don’t create content just for the sake of creating content. Your brand is better than that! When creating content, attach it to at least one objective i.e. increasing awareness of a new product launch.

4. Be responsive and interact with trending topics

Linking your content with current affairs and events gives you wider reach and allows you to ‘newsjack’ an already captured audience.

Given that social media has become a central component of many B2B and B2C businesses, it’s key that when we as PR professionals don our social media cap, we are embedding #ContentThatConverts into our strategy and harnessing the powerful vehicle that is social media!

And if this entire blog went over your head because you’re one of the nine out of ten that are visual or auditory learners… Just watch this video Rubber Republic created for Fiat and embrace the shift from tell to show.

Connie Tynan 
Account Executive