2019
Lindsey Dunn
DB6
Top of Form
Social networking sites (SNS) are sites that allow people to interact with others they know in a digital format, which allows for them to remain in contact with those they know without needing to be physically present. These SNSs allow users to publish content like status updates, blogs, images, and videos. With so many being able to “share” content so much, social media has become very important in people’s decision-making. Social media has greatly influenced the market as users visit SNSs to find recommendations from friends recent or prospective purchases (Wu et al., 2016). With so many flocking to SNSs, it’s no wonder that businesses have done the same. However, “being” on social media isn’t enough; businesses need to contribute content to SNSs and interact with their fans.
In researching the most popular type of content people share on social media, it was found that more than 1.3 trillion photos were taken in the year 2017 alone (Grant & Meadows, 2016). Researchers estimated that more than half of those photos ended up on some type of SNS. It’s clear that social media has become more visual-based and thus companies are creating more visual content to stay relevant and drive ecommerce.
One company that I think is doing particularly well at utilizing visuals on social media to drive ecommerce is GoPro, which creates action cameras for the masses. What makes their social media strategy so brilliant is that the content the company creates isn’t about the product, but about an active, inspirational lifestyle captured through the product. Looking through GoPro’s Instagram feed, there’s rarely a post of the actual camera, unless the company is announcing a new release.
I believe that the way GoPro is utilizing social media for their company and product is genius. The company does a great job at highlighting the community that is interested in their product by nearly always posting user-generated content on their official feeds. GoPro will re-post great images taken by their consumers, and they also don’t discriminate against the activity or type of photo; there are images of surfing, kayaking, skydiving, hiking, skateboarding, to simply beautiful landscape or architecture shots. GoPro hasn’t highlighted this in their feeds, but their cameras are used as dashcams and even in the medical field (Lin, 2016). GoPro’s product is so quality and highly versatile, and they do a great job at highlighting those facts in their social media feeds.
I wouldn’t have much to add or change if I were GoPro’s social media manager. They’re doing a great job a highlighting their product, highlighting their niche market, as well as encouraging user generator content and then reusing it. However, I do think that other companies can learn to follow suite by encouraging their own niche markets to create content and then reuse.
continue to find outside support for your discussion 2 cited references and at least 200 words.
Dawn Beebe
DB 6
Top of Form
I love to shop and one of my favorite places to do this is Torrid. I do not care whether it is in the store or online, I love their clothing line. Torrid is very active on Facebook and has more than one million likes and followers and Torrid posts on a regular basis (Torrid, n.d.). As I scroll through my Facebook page, advertisements will pop up showcasing cute outfits that are complete, including shoes, jewelry and bags. The visual impact of these photos is compelling, encouraging a shopper to open the ad, go to Torrid’s website, and begin shopping.
Torrid is also very active on Instagram, but here they take it a step further and encourage consumers of their product to showcase their own style with “Live with passion. Love your curves. Feel the fit. Show us your Torrid style with #FeelTheFit ” (Torrid, n.d.). By doing this, Torrid is giving consumers the chance to showcase their product with people who are not paid models, to allow consumers to see the product in action on real people.
According to our textbook, “shoppers now make more purchases online than offline” (Tracy L. Tuten, 2018 Publications, p. 285). It is also estimated that “91% of Internet users are digital shoppers, defined as Internet users who have bought digitally” (Tracy L. Tuten, 2018 Publications, p. 285). Without these photos, as a consumer, I would be less inclined to follow through and visit the website. Neil Patel says that “Text-based content is always going to be an integral part of marketing, but to really set yourself apart in the digital era, visual content must play a pivotal role in all of your efforts” These visual images can be anything from photos, to videos or even memes (Joyce, n.d.).
Wojciech Calow from FOAP says that a recent study of 5,700 top marketers found that “80% of marketers use images in social media, 63% of marketers use video content in social media, 35% of marketers use live video in social media” (CALOW, 2018). Calow goes on to say that one reason that visuals are so effective n social media is because “the human brain is wired to consume visuals more effectively than any other form of content…Apart from viewership, people also tend to engage with visuals much more than textual content. This is why visual content is 40 times more likely to get shared on social media than other types of content” (CALOW, 2018).
If I was social media director, I would use tactics that are similar to Torrid’s on Instagram, giving consumers a s place, and encouraging the consumer to share photos of their own experiences with the product.
continue to find outside support for your discussion 2 cited references and at least 200 words.
When replying
Start off by saying for example
Dawn I agree with your post or I disagree with your post.
No need to be informal it’s a reply directly to this personBottom of Form
Bottom of Form