How Rich Media Can Help You Strike It Rich
If your content encompasses text alone, you’re missing big PR and marketing opportunities.
Consider the rise of rich media social networks such as YouTube, Pinterest, Instagram and SlideShare, and Exhibits A through D:
- Digital video viewing increased from 13 minutes per day in 2012 to 27 minutes today.
- Pinterest’s referral traffic increases sales more than Twitter and Reddit combined.
- In four years, Instagram has grown from startup to 300 million active monthly users.
- The most used SlideShare tags are business, market, trends, research, social media and statistics, yet it still ranks as one of the Internet’s top 150 sites.
The numbers are certainly compelling, but what good comes from these networks? They provide different benefits, so determining where to invest resources depends on your business, audience and goals.
Let’s take a look at the strengths of these four rich media platforms.
We’ve all used YouTube as a procrastination and entertainment tool, but it’s also a great resource for finding answers to everyday conundrums.
From home improvement tips from Home Depot to a tutorial for using Photoshop by Adobe, brands have content that can inspire customers or answer their questions on-demand. YouTube videos nurture sales by acting as a first touch point and sale closer.
Like YouTube, Pinterest can generate awareness and serve as the final piece to the customer journey. It can also act as a bridge getting customers from awareness to conversion.
Pinners may spend weeks or even months using the social network before committing to a purchase. Land of Nod pins images of decoration ideas by theme and setting, helping professional and amateur designers build a board of ideas before committing to a project.
Instagram may not help you close sales, but it provides value in the form of building awareness, driving brand loyalty and even attracting better job applicants.
GE, for example, uses Instagram to showcase its company’s culture and build awareness for all the amazing work they do. Express uses the network to showcase its products and engage prospects using contests and open dialogue.
Want to build brand awareness? SlideShare is a great network for you. SlideShare presentations tend to rank well in search results, and brands that optimize presentations with keywords and descriptions attract more views, interest and leads.
Ethos3, a business that specializes in presentation design and training, often posts beautiful presentations to SlideShare that cover everything from storytelling and content marketing to the history of Valentine’s Day and beer. How shareable are those?
How to leverage rich media to its potential?
Our latest tip sheet “13 Tips for Engaging and Influencing Consumers With Rich Media Content” includes best practices that will help you with media relations, influencer outreach and customer engagement.
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