Are your pictures worth a thousand words?

Posted by Sara Hawthorn

We know that multimedia posts on Facebook and Twitter achieve 10 times more engagement than text based posts, but should you be widening your communications strategy to include other visual based social media platforms?

The age of photovertising

With 1.86bn and 317m monthly active users respectively, it’s easy to see why Facebook and Twitter are the two most common shared media platforms that brands focus their marketing efforts and advertising budgets on. The last year however has seen marketing professionals utilise photo sharing platforms such as Pinterest (150m monthly users), Instagram (600m monthly users) and Snapchat (158 monthly users) far more widely. In fact Instagram alone reports engagement rates ten times higher than Facebook and Twitter.

Humans are visual learners and just as Akiyoshi Kitaoka demonstrates the power of colour constancy (the way that the brain is designed to perceive the same colors under a range of circumstances) – we know that your customers are increasingly beginning to form meaning based on what they see of your brand on social media, rather than what they read.

How to make image-based marketing work for your brand


  • Make use of hashtags and learn the difference between popular Twitter and Instagram hashtags. (Listen to our Wee Minute Podcast on choosing the right hashtag)
  • Define a clear strategy for the tone – are memes and gifs right for your brand, or would photographs or infographics be more appropriate? Will you use professional photography versus #realsies?
  • Cultivate relationships with your customers on social media, engage with them, reward them and identify key industry influencers

And finally…

Three reasons why cross posting from Instagram to Twitter loses impact

  1. It dilutes the message
    The caption copy on Instagram doesn’t have Twitter’s 140 character limit, adapting the message to suit the style and audience of different sites increases engagement
  2. It affects peer promotion
    Unless you are tagging someone with the exact same Instagram and Twitter username you’re going to lose the link to their account
  3. It removes the image from the equation
    Yes we all know you love your filters but native image uploads to Twitter display the images properly, in-app sharing just creates a link to InstagramNeed an example? Here is the original post on Instagram.InstagramVersionThis is the standard format of an Instagram post automatically shared to Twitter.
    There’s no image, no caption. It says nothing.Screenshot1TwitterInstagram does give you the option to share individual posts to Facebook or Twitter and edit the caption to suit. However here is the format of the original post shared to Twitter to illustrate why the Instagram version of the message does not work for both sites. The Caption is too long and there is no tag for InFusion or the location.screenshot2twitter

Here’s how it looks when it is natively shared from Twitter. The Image is visible, there’s a tag for InFusion Comms, the location we were at and a caption that is under 140 characters.

ScreenshotNativeTwittersocialmediaSee the difference? Which post would you retweet or reply to?

Before you take on the world of visual marketing contact us to talk about how you can improve your marketing campaigns with our copywriting services.

data marketing specialist

Lianne Marie is InFusion’s Social Media specialist. She lives life with #NoFilter.