As Social Networks evolve, one common emerging theme is that they are becoming more visual. Facebook and Twitter have expanded how images are posted and shared while Twitter’s new layout has proven that rich media and photos are the best way to engage scrolling users. Now more than ever, brands are starting to shift the way they reach consumers by using rich media outside of content marketing and using it to get products in consumers hands.
It’s no surprise that we have seen the most social revenue come from a platform like Pinterest, whose entire platform is the posting, sharing and pinning of images. With social networks following Pinterest’s suit and becoming more visual, brands can literally giveaway, introduce and visually show products all within social media.
Recently Adobe published a study looking at the amount of revenue that each social platform contributes to. Among the highest are Facebook, Twitter and Pinterest. These platforms are allowing advertisers to become more content oriented, engaging people within streams, pushing to product microsites or sweepstakes landing pages.
What attributes to this success is Rich Media.
“Rich media in brand posts is more important for engagement than ever. Text posts as a share of all brand posts have dropped from 50 to 19 percent this quarter. Facebook knows what it’s doing in this. Everyone knows images are the most engaging, so they want brands to diversify their posts.” – Joe Martin, senior analyst, Adobe Digital Index.
What This Means For Brands
Brands are making products more accessible to consumers by using social channels (where consumers are already most active in) to feature and advertise products. By pairing product images with a call to action or opportunity to sample– brands are finding ways to turn the engagement around a product into an actionable offer-, all while collecting valuable information about the interested consumer.
What This Means For Consumers
When brands give access to products in social media, they are giving consumers direct and instant access to them and their products. Consumers have come to expect branded interaction and easy access to try, win, or get discounts on products. By promoting products in an actionable way, consumers can ‘raise their hand’ to get instant access to products, content & offers they want – from anywhere.
Why This Makes Social Sampling Better
Social Means Sharing: If a consumer is engaging or requesting a product in social, most likely their friends or networks will see this action. This amplifies both impressions of the brand and/or product.
Instream Conversions: Rather than spending time and money on microsites, brands are able to offer samplings, sweepstakes or discounts directly in social. This eliminates the drop off or conversion rates of consumers who want a simple click navigation when engaging with the brand.
Qualified Consumers: When brands customize the data they want to collect from consumers who opt-in to try their product, they can put product in the hands of consumers who are most likely to have a great experience.
See how this works be downloading Chirpify’s Social Sampling Best Practices Guide.