2014 has been a pivotal year for social media platforms that support multimedia. Instagram and Vine are pushing hard for video content adoption and changing the way businesses approach social media marketing. When it comes to raw numbers, Vine’s user base exceeds Instagram’s, however Instagram offers longer recording times, which expand your marketing options. And companies can’t forget about the niche demographics they can reach via picture sharing sites like Pinterest – these avenues can provide your services and products with viral exposure and lead to increased conversion rates.
Learning from the Greats
If your marketing team wants to adopt multimedia content marketing, but isn’t sure where to start, you need to start examining campaigns that worked. Athletic clothing company Lululemon has created a highly respected presence on Instagram, by sharing a mix of product photos, lifestyle tips, and recipes with their fans. The modern retail philosophy of building experiences is in play here – if you’re a Lululemon shopper, you are most likely concerned with fitness and diet plans, and the company is keen to deliver.
Multimedia sharing doesn’t have to be one-sided; it can be a conversation. Social media engagement surrounding The Gap skyrocketed during their “What I Wore Today” Instagram campaign, which encouraged users to submit photos of their current outfits with the hashtag #WIWT to enter an exclusive contest and giveaway. The thrill and incentive of participating in campaigns can dramatically raise brand awareness and engagement.
Many companies are under the false impression that they need to release polished, high quality videos and graphics through social media channels. However, part of the appeal of photo and video sharing platforms is that you get an insiders’ look at an organization and the people who make it work. This media is often in the moment, blurry and gritty, giving viewers an idea of what it’s like to really be there. Companies need to think outside of the box, and eschew traditional advertising wisdom in order to connect with fans on networks like Instagram, Pinterest, or Vine.
This year, companies are rethinking their content strategy as media-heavy networks gain traction. Your marketing department should brainstorm ways to build audiences and encourage fan sharing through the production of compelling multimedia content. Diversifying your posts beyond text can increase your follower and engagement rates.