Providing individuals with the opportunity to participate on a deeper level can often be all that is required to significantly strengthen the connection that exists between a company and its customers. It is helpful to have a look at the stats in order to get a better grasp on the scale of the success that can be achieved via visual marketing. Instagram is an excellent platform for capturing customers and fans in the moment it occurs.
Visual information accounts for 90 percent of the information that is sent to the brain, and the brain processes images 60,000 times quicker than it does words. [source]
Visual information is preferred above textual information by forty percent of respondents. [source]
The percentage of people engaging with visual material (pictures and videos) rose by 65 percent in the span of only one month following the launch of Facebook Timeline for companies.
An Exciting Day at the Races with the Indy 500 as a Case Study
In order to keep spectators interested leading up to race day, the organisers of the Indy 500 created an experience that gave them the opportunity to share their own personal Indy 500 journeys. Fans have the opportunity to enter a giveaway for a chance to win the most memorable experience possible at the Indy 500 by posting images to Twitter or Instagram and included the hashtag #Indy500orBust in their posts. #Indy500orBust was not like other hashtag-driven movements in that it did not end there. For the first time ever, Instagram photographs were included throughout the entirety of the Indy 500 marketing campaign. This included the creation of an interactive map that featured photos with geotagging.
Since the beginning of the campaign in January until the weekend of the race in May, 11.4 thousand photos have been shared on social media with the hashtag #Indy500orBust. During the course of the official race weekend, this number increased by 8,000, bringing the total photo reach to 52,700,000. Additionally, the Indy 500 gained 4,100 new followers on both Instagram and Twitter.
You might be wondering how your brand might emulate the success. The following are some suggestions that can help your campaign of visual marketing be successful.
Go “All In”
When you sign up for a campaign, you have to promise yourself that you would remain consistent with your participation over the entirety of the campaign. It’s possible that even your most devoted followers aren’t keeping up with what your company is doing on a daily basis. A meteoric rise to fame and fortune doesn’t happen overnight, and it could take some time for consumers and fans to get on board and get engaged. Conceive of a strategy for the campaign, and then stick to it. Your followers will ultimately participate in the discussion, even if at first it appears to be growing at a snail’s pace.
Determine your own unique frequency
The ‘dip in and dip out’ mentality is key to both Instagram and Twitter’s design. As a consequence of this, it is quite probable that individuals will overlook your message if they are not paying attention at the time that you submit it. First, step up the intensity of your campaign in order to pique people’s interest, and then, for the rest of the time the campaign is running, make it a regular component of your social strategy to share additional campaign-related content.
Become Familiar with Your Followers
Conduct some research before beginning a campaign to determine the ways in which your followers already discuss and share their experiences with your brand. Building a connection with the target demographic is essential to the success of any campaign. Understanding who you are speaking to and with may be of considerable use in many situations. It might be time to rethink your plan if the thing you’re asking people to accomplish fails the “would I take this picture myself?” test. This is a good way to determine whether or not anything is up to your standards.
Make the Most of Partnerships
There is no such thing as too much celebrity endorsement. With the assistance of racing car driver Josef Newgarden, the Indy 500 performed an excellent job advertising their campaign before to the race. The majority of the supporters that we talked to indicated that Josef was the one who told them about the campaign. Although you might not have access to professional drivers, there are influential people in every field. Learn as much as you can about them, and when the time is perfect, don’t be hesitant to reach out to potential partners to form relationships.
There is no question that utilising visual marketing is a fantastic method to engage new audiences and spark fresh debates.