SxSW 2013: Smile, People Like Your Photos More Than Your Words

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Text of SxSW 2013: Smile, People Like Your Photos More Than Your Words

  • Smile: People LikeYour Photos More than Your Words Chas Edwards chas@luminate.com @ChasNote @Luminate
  • 10% of all photos taken by humankindwere taken in past 12 months 2 Source: , 1000Memories 2011
  • 2.5 billion photo-enabled devices in circulation 3 Source: , 1000Memories 2011
  • 70% of all activity inside social media involves a photo Ahem. That stats from a Harvard Business School study in 2009, when Facebookers were uploading a mere 31 million photos per day, and My Space was still relevant enough to be included in a study of social-media sites. 4 Source: , 1000Memories 2011
  • No problem, right? Brands and publishers have been usingimages & photos to tell their stories for more than 100 years. 5 Source: , 1000Memories 2011
  • Even before colorphotography, there was Norman Rockwell 6 Source: , 1000Memories 2011
  • And Henry Luce made a mint adding photos toboring topics likebusiness, new s and sports 7 Source: , 1000Memories 2011
  • But heres the rub(s)1. Professional grade doesnt always win the audience (hello, Charlie Bit My Finger) 8 Source: , 1000Memories 2011
  • But heres the rub(s)1. Professional grade doesnt always win the audience (hello, Charlie Bit My Finger)2. Migration to digital has decreased time spent with each item (eg, news reading 25 mins > 70 secs) 9 Source: , 1000Memories 2011
  • But heres the rub(s)1. Professional grade doesnt always win the audience (hello, Charlie Bit My Finger)2. Migration to digital has decreased time spent with each item (eg, news reading 25 mins > 70 secs)3. Consumption is giving way to interaction 10 Source: , 1000Memories 2011
  • Its time to use photos as more than accessories 11 Source: , 1000Memories 2011
  • 1. Get more audience (photos = social currency)Stat: Pinterest catapulted from obscurity to 10M monthly users in 6 months 12 Source: , 1000Memories 2011
  • 2. Make it easy for them to explore (photos = navigation)Stat: Flipboards 20M users do 3 billion flips a month 13 Source: , 1000Memories 2011
  • 3. Invite them to stay longer (photos = engagement) 14 Source: , 1000Memories 2011
  • 4. Let them browse the merch (photos = shopping)Stat: 63% of shoppers place more value on the image than the product description 15 Source: , 1000Memories 2011
  • 5. Treat them to less sucky ads (photos = visual targeting)Stat: Garnier saw 116% lift in favorable brand sentiment 16
  • Photo Highlight Reel1. Boost social traffic2. Navigation thats intuitive3. Naturally more engaging4. Integrated shopping5. Smarter contextual advertising Questions, comments & sources: Find me @ChasNote 17 Source: , 1000Memories 2011