Photo Centric Social Networks are Looking Good for Business

dleitch@morevisibility.com
Danielle Leitch Executive Vice President of Client Strategy, MoreVisibility

Posted on February 26th 2012

Photo Centric Social Networks are Looking Good for Business

Since the emergence of the first social network, photos and videos have always been an integral part of the experience and draw. It makes perfect sense that photo centric networks - like Pintrest and Flicker focusing primarily on images, but including videos too - would become popular.  Connecting the dots from the rise in Pintrest’s success, may have created a healthy competition in this market, which prompted Flicker – the original photo/video network - to update their user experience.   Whatever the result, we like seeing the increased activity in these networks, and predict that businesses will find additional benefits from interacting in this type of social network.  If you aren’t familiar with either network yet, below is a short summary for each.

Pintrest is not the “newest” social phenomenon on the block, but it is becoming the “hottest” based on growth and interaction.  It is a pin board of interests via images that not only can expose products for a Brand, but can also generate good outbound links to the compay website.   Using its own unique verb for flagging interests, people have been creating “pins” and sharing account invites – an exclusivity feature to create an account on the site - like crazy over the last few weeks.  In a blog last week, The State of Search created a compelling infographic about the usage of the site showing a 145% increase since the New Year.   Pintrest’s exposure is partially due to the integration of the social graph, enabling it to post network activity directly to a member’s Twitter and/or Facebook account.  Also, it recommends people to follow based on the friends from those accounts that are using Pintrest too.   Recently, there has been some cautionary hype in the media due to the privacy policy, so before setting up a “pin board” for your brand, make sure it is going to benefit company interests, rather than harm them.

Flickr has been around since 2007 and is the largest photo centric network to date, but was losing interest and member activity as a social network.  This month Flickr announced it will be making a number of changes in the coming months, beginning with a new photo stream design - Justified View - and a new uploading feature – Uploadr -  to create an improved user experience.  The Justified view releasing on Feb. 28th , will be eliminating all the white space and text in a user’s photo stream - similar to Pintrest’s  design - and showcasing larger images in a single viewing area that can be hovered over for more information/actions.   Markus Spiering, Flickr head of products, discussed these updates earlier in the month with Mashable, and explains that the main focus for these updates is to increase user engagement.   Businesses that already have Flickr accounts, will experience the new look first in the streams of the people already following them.

What it all adds up to is more sharing opportunities, links, and exposure for your Brand.  It has been said this style of design appeals to the passive internet user due to the ease in creating preferences based on visual appeal within their own account.  This could mean a new audience to target that might not be as active in other more robust networks. 

As a Brand, the most important thing to address in any content situation is what you can create that will encourage interaction with the populace.  To create a strategy, first do some research inside the networks to help to establish who you want to create content for, and what types of images will be shared the most.

 

dleitch@morevisibility.com

Danielle Leitch

Executive Vice President of Client Strategy, MoreVisibility

MoreVisibility is an Interactive Marketing industry leader and is part of a select group of agencies Google certified in both AdWords and Analytics. We have grown impressively over the past 11 years through a consistent flow of referral based business and are proud to be a six-time INC 500/5000 recipient. Our industry credentials are unparalleled and our commitment to client education and results tracking set us apart. MoreVisibility’s longstanding partnerships with Google, MSN and Yahoo have been instrumental in achieving highly favorable results for our clients. Our relationships with the newer Social Media channels are equally collaborative. The greatest strength of MoreVisibility is our highly skilled and tenured team. Our knowledge, dedication and enthusiasm continue to help our clients make meaningful improvements in the profitability of their online marketing efforts.
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