Twitter Makes Search More Visual, and Other Marketing Stories of the Week

by Brittany Leaning

Date

November 18, 2012 at 9:00 AM

Shadow Puppetsintroductory3

"Show the readers everything, tell them nothing.” - Ernest Hemingway

How are you presenting your marketing content to your audience? If you're demonstrating a story using visuals (kind of like that shadow puppet guy on the right), you're doing something right.

The visual content revolution is here. Plain and simple. We're seeing a huge shift in the way the social media and search marketing worlds are adapting to suit the needs of its users. Visual content is high in demand! The question is, are you ready to shift and adapt with it? 

As a marketer, try to find a way to show your audience what you mean. Here are some visually-oriented marketing stories from this week that should help you see some interesting trends that are heading your way.

Twitter Makes Search Results More Visual With Top Photos, Videos, & Instant Previews, From Search Engine Land

Well, well, would you look at that. It appears that Twitter is hopping on board the visual content train. The microblogging platform just announced it's rolling out a new “Top Photos” feature. Currently, when you search for a phrase like “Social Media” or “Marketing,” you see “Top Images” on the left side bar in addition to “People” and “Top Videos.” In some cases you may also see “Top News” or “Top People” featured above the Twitter stream, but this changes based on the topic you’re searching. With the new update that’s rolling out, pictures and videos will come above that stream instead.

Aesthetically, the changes look a lot like Instagram’s new profiles on the web, but follow the same format as the new Twitter cover images that were rolled out in September. So what does this mean for marketers? It means you need to consider Twitter, too, when developing your visual content strategy! To learn more about the direction in which Twitter is headed, read the full story from Search Engine Land here.

A Guide to Pinterest's New Business Accounts, From HubSpot

Another social network announced a big update this week -- one we’ve been waiting on for quite a while now. That’s right, Pinterest finally rolled out business accounts! It was only a matter of time considering what a huge traffic driver Pinterest has been for brands. But even more importantly, brands are generating real customers and seeing real ROI from the platform. A whopping 47% of U.S. online consumers have made a purchase based on recommendations from Pinterest. Unbelievable, right?

We were so excited about the update, we created a guide to help fellow marketers leverage these new updates to kickstart their own ROI and see real results. In this guide, you’ll learn how to verify your company’s website, switch from a personal account to a business account, add Pinterest’s new buttons and widgets to your site, and discover what Pinterest’s new Terms of Service mean for you as a marketer. Of course, you’ll also learn how to measure your success on Pinterest so you can set goals and scale your reach and ROI for the future. So to get started with your new business account, download the Guide to Pinterest’s New Business Accounts here.

Photos on Facebook Generate 53% More Likes Than the Average Post [NEW DATA], From HubSpot

Pinterest just announced business accounts. Twitter is rolling out a new image feature. So we were curious about performance of visuals versus text-based posts, and decided to run a little experiment with HubSpot’s own Facebook page. What we discovered was that photos on Facebook Pages received 53% more Likes than the average post, and photo posts attracted 104% more comments than the average post, too. That’s quite a big difference! We even found that our photo posts received 84% more link clicks than our text and link posts, driving real traffic and leads to our website.

Creatives don’t hold title of ‘arts and crafts marketer’ anymore. Branding and design play a vital role in your marketing and actually help drive real results. Does any of this data surprise you? Have you run any experiments in your own marketing to test the performance of images? To see more data from HubSpot’s Facebook marketing efforts, you can read the full story here.

Facebook Has Decreased Page Reach, and Here’s Why, From TechCrunch

It’s amazing to see this new data that proves the effectiveness of images on Facebook. Especially since there has been a great debate going on in the inbound marketing world over whether the reach of brand pages has decreased due to Facebook’s new Promoted Posts. TechCrunch recently reported that Facebook’s page reach has in fact decreased. Their data shows, “the average post’s organic reach has clearly dropped by over 40% since the end of August, and is showing no signs of leveling off.” Uh oh.

So how can marketers fix this persisting problem? By focusing on high-quality, entertaining, engaging content. Engagement on Facebook matters now more than ever to help boost the EdgeRank of your organic posts so they are seen in the news feed. The other option is to promote your posts, which will ensure that they're seen by your audience. To see more data from this study, take a look at the full story here.

Google Upgrades Shopping, Maps Ahead of Holidays, From AdWeek

Google just announced two big updates, just in time for the holiday season. The first is a tool called Shortlists, where users can bookmark and compare products that are featured on Google Shopping and other sites. With this tool, a user can share their Shortlist with others who can add products to the list or leave notes on the products to assist with shopping organization. The second is a new update to Google’s Android Maps, where a user can see indoor maps to help easily locate stores within shopping malls or restrooms when you’re inside a specific store.

AdWeek reported that brands will not be able to run targeted ads based on these Shortlists or indoor maps at the moment, but marketers can learn a great lesson from these updates regardless. Make sure you’re being helpful in your marketing, especially as the holiday season approaches. Helpfulness, paired with images, will not only help to boost your EdgeRank on Facebook, but it will help you create marketing that people love. To learn more about Google’s updates for the holiday season, read the full story here.

Putting Search in Focus: Trends to Watch in 2013, From Search Engine Watch

Google’s new updates lead us to our final story of the week, which looks into the search trends of 2013. The holidays are coming up, the year is closing out, excitement is high, but what search updates can we look forward to once the holidays commence? One huge takeaway from Search Engine Watch’s article is that, “content is no longer king, it’s the emperor!” As you can see, visual content is conquering social media, but it also seems to be conquering search marketing. As Search Engine Watch put it, “Seriously, content as we perceive it from a search marketing perspective has changed dramatically over the last few years from simple textual content to include video, interactive, infographics, and more.” If you’re interested in learning more about the trends to watch in 2013, you can read the full story here.

What other marketing stories interested you this week, particularly of a visual content nature?

Image credit: cliff1066â„¢

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