With more than 2 billion active social media users worldwide, the influence of social on brand perception, customer relationships, and purchase decisions is undeniable. But, there’s a major shift happening in the way people interact socially and it’s a trend CMOs need to stay on top of. Boost Media shares 3 things CMOs need to know to move into the future of social media.

1. Social media is becoming more visual

Social media is becoming more visual with image and video-focused platforms seeing hockey stick growth. In fact, Snapchat had a purported 100 million daily active users in developed countries alone just 2 years after its launch.

Users are also voting for more image and video content with their clicks. Posts that include images produce 650% higher engagement rates than text-only posts and simply using the word “video” in an email subject line boosts open rates by 19%.

The influence of image and video content is expected to continue. An estimated 84% of communication will be visual by 2018 and 80-90% of global consumer Internet traffic will be video traffic by 2019.

 

2. Image and video don’t have to be difficult or expensive to produce at scale

Marketers used to say “brands are the new publishers,” but perhaps now it’s time to think about brands as the new creative shops. To engage with customers, you’ll need great image and video content, and a lot of it.

Your first reaction might be that it’s too expensive, time-consuming, and difficult to get image and video content. It’s tough to hire a designer with the right eye for your brand.  Even when you’ve produced great image ad creative in the past, you’ve quickly seen performance eaten away by ad fatigue on social media.

If you’re experiencing these challenges, it means it’s time to systematize your process, talent, and technology to ramp up image and video production and distribution. One way to tackle this is by partnering with an outside vendor who has already solved these pain points. Many CMOs have found that Boost’s marketplace approach to creative has enabled them to quickly scale production of high-quality, original image and video content.

 

3. There are hidden long-term returns on investing in image and video production

Figuring out how to get more images and videos in your repertoire is a “today” problem and there are immediate, compelling gains to be realized from investing in visual content. You can expect a boost in SEO performance, more social engagement and audience growth, amplified paid media performance, and a stronger connection with existing customers who may be more likely to make repeat purchases and talk about your brand.

Perhaps even more important is the long-term ROI of image and video. For one thing, many types of images and videos can be revised and reused for a long time to come. Once you produce the initial version, you can quickly generate variations. Establishing a system for how your brand produces images and videos will also pay off in the long-run, put you ahead of the competition curve, and help your brand build and grow profitable customer relationships now and in the future.

 

Putting it all together

Image and video is the way forward when it comes to growing your audience, connecting with customers, and influencing purchasing decisions socially. Now is the time to invest in solutions to scale visual content production and create an effective system for your brand.