We work with many clients to help them with their social media strategies and there are a few that we are responsible for, in terms of creating content for, managing and maintenance. The one thing that continues to amaze us is that no matter how great the content is – whether it’s video or text-based, nothing receives engagement for than a simple photo or graphic post. And most especially if it evokes a strong emotional response from the visitor.
It was such an example last week when we posted a simple graphic we created for Brian Wilson’s social media pages last week. The graphic (above) is our original illustration of Brian Wilson, in 1966 when he produced the landmark Beach Boys album, “Pet Sounds.” The graphic recalls the album cover’s colors of yellow and green and Cooper Black type font with the tagged headline “PetSounds50.”
There are legions of fans whom this album means so much for, they feel almost obligated to “Like” it, much less comment on it. Before you know it, it goes viral and you’ve created a conversation among fans from around the world. In just a few days, the Facebook post generated over 12,500 “Likes,” almost 20,000 reactions, comments and shares, and reached nearly 400,000 people. The same post to Twitter and Instagram also achieved similar numbers based on their page-like ratio.
The reason behind the post however, is to create a buzz in advance of our announcing a worldwide 2016 “Pet Sounds 50th Anniversary” tour the week of January 25. This post is just the beginning in getting the word out and it’s our job to get the word out to as many people as possible to ensure a successful tour.
Whether we’re working with entertainment or corporate clients, the strategies are similar and the above post reminds us of the power of the old saying, “A Picture is Worth a Thousand Words.”
Why a simple photo will get the most traction.
Not only do photo posts get more engagement than links, video or text-based updates, the actually account for 93% of the most engaging posts on Facebook. According to Kissmetrics, photos get 53% more likes, 104% more comments and 84% more click-throughs on links than text-based posts.
If you need to post more than just a photo, writing shorter posts can get you 60% more engagement than you might otherwise see. You can even get up to 66% more engagement if you cut it down less than 80 characters. The point is – be concise with your posts, across all your social media pages.
One more note: interestingly, engagement can be as much as 20% higher on Thursdays and Fridays, the reason being people are less busy at work these days than in the beginning of the week.
Designsite is an award-winning branding, design, website and digital marketing agency based in Fairfield, CT. Our expertise includes branding and corporate identity, responsive web design and development, social media marketing, search engine optimization, and print communications.
For more information, please call us at 203.372.2912 or send us an email at firstname.lastname@example.org