Since Facebook has grown into a social media giant, Facebook marketing has risen to the forefront of many companies’ inbound marketing strategies. However, a lot of them still do not fully understand the importance of creating quality visual content that will engage users. Users do not want to read long text passages on your page, nor do they want to click on boring or unappealing links. Visuals in today’s world, not just on Facebook, have become paramount to any marketing strategy. If you want to attract people, you need to visually engage them or you will not get the results you want. When marketing online, Facebook photos are the perfect tool to visually engage your audience.
Why is Facebook so visually driven? Well, for starters, they just purchased Instagram in April of last year, users are currently uploading about 300 million photos a day (up 20% from last year), and Facebook photos are generating 53% more likes than the average post. On top of this, Facebook photos also caused a 104% spike in the amount of comments received compared to the average post. Those last two numbers you saw were pulled from a study done by Hubspot regarding the impact that visuals have in generating social media engagement. Hubspot took 8,800 Facebook posts from B2B and B2C companies’ Facebook pages and analyzed all of them. They compared each individual business’ average-likes-per-photo to their overall average likes-per-post. The results were staggering, as you can see.
Keep in mind that “the average post” is any post on Facebook that consists of a link, text, or a photo. You use the “status” feature to post text and links, while you use the “photo” feature to post just photos.
Links are a great way to give juice to your post, but posts where you post a photo with a link are much more visually appealing and engaging than posting a link with a photo. the example below will show you the difference.
You can see the obvious differences. The first image is what your post will look like if you simply copy and paste the URL into the “status” bar. The image is there, and so is the link, but it is not pulling the viewer into the content like the second post. The second image was made using the “photo” tab instead of the “status” tab. All you need to do is save the photo from the post that you wish to display prominently on your Facebook page, then choose it when the “photo” tab prompts you to “choose file”. Once you’ve chosen the photo you want to use, you can copy and paste the link into the space above the photo, like this:
Easy enough right? There really is no reason companies should not be taking advantage of Facebook photos and their ability to draw people into their pages and content. Take the saying “A picture is worth a thousand words” seriously, because it works, and it has been proven to work. If you want to build and generate traffic on your Facebook page, it is imperative that you start to take advantage of the “photo” feature. If you don’t know how, then you will want to learn how. Hopefully this article has already gotten you started on the learning process.
The ironic thing is that you can generate traffic on your site by just simply posting photos to get likes, comments, and shares. This will increase your visibility and people will start becoming more aware of your page, but if you don’t put any links or call-to-actions in to accompany your photos, you are missing a huge opportunity to turn your page traffic into sales leads. In Hubspot’s study, a confounding 60% of the posts in the sample didn’t include a link with their photos. This is a very large number of companies who are not taking full advantage of their page’s traffic.
Action Items for Marketers
Now that you know that photos and images generate significantly higher engagement rates on Facebook, you can start learning how to increase the amount of visuals posted on your page. You want to keep your photos relevant to your industry’s line of work, but don’t be afraid to get imaginative with your posts. Some of the most effective posts are ones that are funny, inspiring, and stir emotions in your viewers, not just company or industry relevant material.
If you really want to get serious about this, you may want to consider hiring a designer or visual content creator. If you don’t feel like you budget will allow this, then you can simply design some training for your current team and develop someone in-house to create and post your visual content.
Also, when putting together your visual posts, think of anything you would like to link your posts back to. This can include not just URLs, but also blog posts, eBooks, case studies, whitepapers, or landing pages. When doing this, always make sure your image fits the link you are using with it. Links that have nothing to do with the photo will only confuse or even upset you audience.
Putting together engaging visuals with relevant links can be very fun, so don’t sweat this. As long as you keep your content somewhat relevant to your company and industry while also remaining creative and imaginative with your posts, you will see increases in traffic on your page and increases in the number of sales leads you get from your links. Good luck!
Certified Inbound Marketing Strategist | Content Marketing Specialist | Social Media Strategist | SEO