According to a report from Buddy Media, small businesses using Twitter for social media marketing should share visual content on the microblogging site, as consumers are increasingly accessing images on the site. The company found social content that includes images generates two times as much engagement as similar Tweets lacking links to photos.
Visual content can mean any number of things, and small business owners can use it as part of any number of campaigns. Whether it’s a photo of employees around the office, an image that goes with a news story or an infographic that tells its own story, creative forms of social content make for strong fodder on Twitter.
While Twitter users cannot see images initially when they are shared, many are taking the time to click on the links to preview the content. Moreover, recent announcements from Twitter have made it easier for users to view images without navigating to third-party sites. The rollout of the new Twitter layout in late 2011 allowed users to click on photos, and they expand on the user’s activity stream.
Sharing visual content across social networks can help small businesses drive engagement. ContentLEAD has reported social media marketing campaigns that include Facebook see a similar lift when they include visual content. Moreover, a study from comScore found that Facebook content increases the likelihood of conversion.