Research shows that photos need to be a serious part of your social media strategy, if you want to improve your user engagement.
Facebook – SimplyMeasured’s recent data on the third quarter of 2014 looking at the mega brands found that photos account for 62% of all brand posts and 77% of all engagement. By contrast, in the second quarter of 2013, photos accounted for 75% of all brand posts, and 95% of all engagement, but brands have stopped relying as heavily on visual content. Since Q2 2013, the use of links has grown from 13% to 27% of all brand posts, and from 1% to 16% of total brand post engagement.
Key take aways – Photos are still an important part of your social media strategy on Facebook, but links are also driving engagement and should be part of your strategy.
Twitter – researchers for Twitter’s media blog looked at 2 million tweets sent by verified users. On retweets – they found that photos give verified users a 35% bump in retweets, compared to what they would have normally received. By comparison, a video link bumped their retweet meter by 28%, a quote by 19%, a digit by 17% and a hashtag by 16%.
Key take aways – post more photos on your Twitter feed. Include tags on the photos. And issue more than one (Twitter will allow up to 4)
Key take aways – to stand out, craft compelling updates (include photos, you already have them from some of your other social media activity) and update your LinkedIin company page as often as you update your company Facebook profile.
Ami Neiberger-Miller is a public relations strategist and writer. She is the founder of Steppingstone LLC, a virtual and independent public relations practice near Washington, D.C. that provides public relations counsel, social media advice, writing services, and creative design for publications and websites. She blogs frequently about media relations, social media, public relations and other issues. She also reviews books on her blog about public relations, nonprofit life, work-family balance and social media practice. Follow her on Twitter @AmazingPRMaven.