La Importancia Del Contenido Visual En Los Social Media: 55 Casos De Éxito Algo está cambiando… La interactividad que proporcionan los social media está cambiando radicalmente la forma de relacionarnos con las marcas que teníamos desde hace décadas. Y es que en pocos años hemos pasado de ser meros receptores de los contenidos que emiten estas marcas a asumir el protagonismo, creando nuestros propios contenidos y decidiendo lo que queremos ver, oír o leer en cada momento. Los social media juegan un papel importante en la forma en que los consumidores descubren, investigan y comparten información sobre marcas y productos. Así han nacido y triunfado nuevos medios que dependen casi exclusivamente de los contenidos de la gente: Facebook, YouTube, Twitter, Pinterest, Instagram… Estas redes abren nuevas incógnitas sobre el papel que la publicidad y las marcas pueden tener en ellas, pero viviendo el presente, las que saben aprovecharlo lo hacen de manera brillante. En el modelo tradicional, los anunciantes compran el espacio para colocar sus mensajes publicitarios, y los consumidores lo aceptan sin problemas como parte del contenido del medio. Pero eso forma parte del pasado. En esta Nueva Era el contenido lo hacen los propios consumidores, y la presencia de las marcas no siempre es bien recibida. En algunos casos son los usuarios los que deciden o no ver los mensajes de las marcas, marcando o no el “Me gusta” o viendo o no sus vídeos. A diario aparecen nuevas fórmulas, como Pinterest y su contenido 100% visual. Lo que está claro es que en social media a los consumidores se les puede y debe invitar a participar y jugar, y muchos desean interactuar y relacionarse con sus marcas preferidas. Los entornos visuales protagonizados por imágenes y vídeos cobran cada vez más fuerza, y las empresas lo saben. Los consumidores estamos cada vez más comprometidos con las marcas, pero como bien dice Beatriz Navarro, Directora de Marketing de Starbucks en España, el error más grave que puede cometer una empresa es usar las redes sociales para vender productos. Los canales de social media no se han diseñado para vender, pero sí para escuchar y crear confianza. Ejemplos de la excelencia en los social media como el de Starbucks hay muchos. Se trata simplemente de adaptar la estrategia de comunicación de la marca a los gustos y necesidades de los leads… en definitiva, darnos lo que queremos.

1. 55 BRANDS
ROCKING SOCIAL MEDIA
WITH CONTENT
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2. TABLE OF CONTENTS
Visual Content on Facebook………………………………………………… 1
Visual Content on Pinterest..……………………………………………….. 2
Visual Content on Instagram……………………………………………….. 3
Visual Content on Twitter……………………………………………………... 4
2

3. INTRODUCTION
As Bob Dylan famously said, “the times they are a changin’.” And social media
seems to be doing it more frequently than other marketing channels.
The most recent trend is the dominance of visual content. Facebook has turned
its walls into timelines. Instagram became so popular that Facebook bought it
for one billion buckaroos. And Pinterest--the online photo scrapbooking site--is
now the number three most visited social network in the country.
If you aren’t prepared for the visual content revolution, you may be left in the
dust. That’s why the HubSpot marketing team compiled this list of 55 brands
killing it with visual content on these top 4 visually-driven social networks. Use
this for inspiration to launch your visual content strategy.
Good luck!
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4. 1 Visual Content
on Facebook
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5. COVER PHOTOS
5

6. STARBUCKS
Cater your photo to reflect the season.
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7. SUNRISE SIGNS
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8. FANTA
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9. QUIYK
Line up your products into a colorful display.
9

10. AMSTERDAM PRINTING
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11. CORNER OF ART
Connect your cover photo with your profile picture.
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12. UBER
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13. INTERACTIVITY MARKETING
Share business facts in interesting infographic form.
13

14. URBANDADDY
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15. COCA-COLA
Use inverse colors to increase aesthetic appeal.
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16. THE MURDER MYSTERY CO.
16

17. GENERAL ELECTRIC
Use one simple image to light up your brand page.
17

18. ISTOCKPHOTO
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19. GOPRO
Flaunt what your product can actually do.
19

20. SHARPIE
20

21. PHOTOSHELTER
21

22. DUNKIN’ DONUTS
On Facebook, it’s not about you--it’s about your fans.
22

23. ZIPCAR
23

24. OLD SPICE
Be clever.
24

25. VERIZON WIRELESS
25

26. BEN & JERRY’S
26

27. Start generating leads from Facebook with the
HubSpot all-in-one marketing software:
http://goo.gl/A7JqI

28. PHOTO ALBUMS
28

29. Upload photos
of your product
in creative ways.

30. OREO
30

31. TACO BELL 31

32. Educate your
audience.

33. IMPACT
BRANDING
33

34. Upload photos
that feature
your customers.

35. BETTY CROCKER
35

36. HUBSPOT
36

37. 2 Visual Content
on Pinterest
37

38. CHOBANI
Create multiple boards with images that relate to your brand.
38

39. CHOBANI
Each board should contain relevant visual content. Chobani does so by showcasing all the
delicious treats their fans have made with their product.
Remember: On social networks, it’s not all about you.
39

40. ORECK
Describe your brand in a few words. Users are on Pinterest to pin, not to read.
Put simply, Oreck is “clean made easy.”
40

41. ORECK
Use content related to your product to help promote your own.
Cleaning supplies aren’t the most exciting products to look at. Oreck showcases various
floor designs, tying it to their product by saying, “the prettiest floors need the best of care.”
41

42. MASHABLE
Categorize your boards as you would your website.
Mashable pins to boards that fall into the same categories as the articles they publish on
mashable.com
42

43. MASHABLE
Send users back to your website.
Mashable hosts a weekly photo contest. In order for users to participate, they must be
directed to a link on the Mashable site.
43

44. ETSY
Pin. A lot.
According to RJ metrics, over 80% of pins are re-pins. This emphasizes the importance
of pinning new content. Etsy has 30 boards with 1592 pins (as of May 28, 2012).
44

45. ETSY
Tap into the platform’s audience.
Pinterest first became popular with women planning weddings--and that group is still the
largest Pinterest demographic. Although wedding accessories are only one part of the
business, Etsy dedicates an entire board to weddings. A smart choice for this platform.
45

46. DRAKE UNIVERSITY
Take advantage of all things cute.
By pinning photos of adorbs bulldogs (the school mascot) Drake University is sharing
images that capture the attention of users beyond those in Drake community.
46

47. PEAPOD DELIVERS
Food.
Who doesn’t like food? Any company in the food industry has the ability to share
endless food recipes and products.
47

48. GE
Make your content interesting.
When you think Pinterest, you don’t think, “cute tech pictures!” But GE engages users
by highlighting the biggest and baddest technologies they’ve produced.
48

49. AARP
Show versatility.
What’s a company for people 50+ doing on Pinterest? AARP is pinning interesting
images that could attract people outside of their target audience. This could bring in
customers through the children and grandchildren of their target customer.
49

50. MODCLOTH
Be different.
In a world of color, ModCloth focuses on black and white images to show of their
vintage collection.
50

51. WHOLE FOODS
Take a colorful spin on basic life teachings.
We’ve all been told to eat our vegetables--and when they’re yummy, we do! Whole
Foods isn’t pinning pictures of your everyday broccoli and spinach. They’re presenting
images of unique veggies that look like nothing but a delight to indulge in.
51

52. MINTED
Narrow your focus.
Pinterest allows you to have endless boards. That means you can create specific
boards catered to one specific idea.
52

53. CLUB MONACO
Keep it customer-centric.
Club Monaco shows off it’s trendiest products by featuring photos customers sent in
strutting their stuff!
53

54. Find out how much traffic and leads Pinterest
brings to your business.
http://goo.gl/A7JqI

55. 3 Visual Content
on Instagram
55

56. PUMA
Show off your brand logo in
new and appealing ways.
56

57. PEPSI
MAX
57

58. COACH
If you’ve got a pretty
product, strut it’s stuff!
58

59. FOREVER 21
59

60. CELTICS
People who love your
brand want to see more of
its key players.
60

61. BILLBOARD
61

62. BRISK
Keep it simple.
62

63. 4 Visual Content
on Twitter
63

64. SPOTIFY Use your background to list key
features of your product or service.
64

65. SITEPOINT
65

66. CATERPILLAR INC.
66

67. IDEAPAINT Use your background as a space to show
how your service can improve something.
67

68. SNAPPLE
68

69. NAKED JUICE Use your background as a space to
prompt visitors to do something.
69

70. LEGO GROUP
70

71. MCDONALD’S
71

72. DISNEY PIXAR Use your background to highlight
your latest product release.
72

73. TWITTER
73

74. HubSpot software can show you exactly where
your visitors and leads are coming from.
http://goo.gl/A7JqI

75. CONCLUSION
We hope these examples inspired you to use compelling visuals in your
marketing, not only on Facebook, Instagram, Pinterest and Twitter, but also
across other marketing channels—email, blog, calls-to-action. Don’t wait to
incorporate the lessons you have learned here.
As soon as you make changes to your social media strategy, start tracking the
results of your efforts. How many visits did social networks drive back to your
website? Did they result in new leads or sales? This is all information you can
obtain through the right marketing analytics. Sign up for your free hubspot 30-
day trial to start measuring and optimizing your marketing.
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