The most compelling brand communication…
Yesterday was a day full of looking at new designs. New logos, new visual identity systems, new website designs, new social channel pages. For existing brands and new brands that we’re helping to create. A day full of visual eye candy. As a designer, it was my kind of day.
It occurred to me that while we’ve always known that the most compelling communication is visual, social channels and apps such as Facebook, Twitter, Instagram, Vine, and YouTube are taking this to a whole new level. And they’re changing our expectations of how brands communicate and connect.
Here are some interesting related statistics to keep in mind:
– According to Neomobile, two-thirds of the world’s mobile data traffic will be video by 2017 and will also account for 66% of all mobile data traffic.
– A branded Vine is four times more likely to be seen than a branded video on other networks and five tweets every second contain a vine link. (YouTube)
– Honda launched an advertising campaign, (#WantNewCar), on Vine by replying to twitter posts with Vine videos. As a result, the Average Tweet Engagement Rate almost tripled during the first two days. (SocialBakers)
– Instagram shares on twitter increased by 37% after the launch of Instagram video(Buzzfork), and videos are two-times more engaging than photos posted to Instagram(SimplyMeasured).
These statistics – along with the fact that people process visual information 60,000 times faster than they do written words – underscore the need for brands to utilize to the fullest extent possible their arsenal of video and visual assets to tell their stories. Their visual stories. Because these will be the brands that we’ll be interacting with, that help create unique experiences and that marketers will use to build connections and relationships with their customers.
I think the trend of telling “visual stories” just might be one of the major trends for brands in 2014. What do you think?