sxsw 2013: smile, people like your photos more than your words

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Smile: People Like Your Photos More than Your Words Chas Edwards [email protected] @ChasNote @Luminate

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Page 1: SxSW 2013: Smile, People Like Your Photos More Than Your Words

Smile: People Like Your Photos More than Your Words

Chas [email protected]

@ChasNote@Luminate

Page 2: SxSW 2013: Smile, People Like Your Photos More Than Your Words

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10% of all photos taken by humankind

were taken in past 12 months

Source: , 1000Memories 2011

Page 3: SxSW 2013: Smile, People Like Your Photos More Than Your Words

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2.5 billion photo-enabled devices in circulation

Source: , 1000Memories 2011

Page 4: SxSW 2013: Smile, People Like Your Photos More Than Your Words

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70% of all activity inside social media involves a photo

Source: , 1000Memories 2011

Ahem. That stat’s 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.

Page 5: SxSW 2013: Smile, People Like Your Photos More Than Your Words

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No problem, right?

Brands and publishers have been using images & photos to tell their stories for more

than 100 years.

Source: , 1000Memories 2011

Page 6: SxSW 2013: Smile, People Like Your Photos More Than Your Words

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Even before color

photography,

there was Norman

Rockwell

Source: , 1000Memories 2011

Page 7: SxSW 2013: Smile, People Like Your Photos More Than Your Words

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And Henry Luce made a mint adding

photos to boring topics like business,

news and sports

Source: , 1000Memories 2011

Page 8: SxSW 2013: Smile, People Like Your Photos More Than Your Words

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But here’s the rub(s)

1. Professional grade doesn’t always win the audience (hello, Charlie Bit My Finger)

Source: , 1000Memories 2011

Page 9: SxSW 2013: Smile, People Like Your Photos More Than Your Words

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But here’s the rub(s)

1. Professional grade doesn’t 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)

Source: , 1000Memories 2011

Page 10: SxSW 2013: Smile, People Like Your Photos More Than Your Words

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But here’s the rub(s)

1. Professional grade doesn’t 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

Source: , 1000Memories 2011

Page 11: SxSW 2013: Smile, People Like Your Photos More Than Your Words

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It’s time to use photos as more than accessories

Source: , 1000Memories 2011

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1. Get more audience(photos = social currency)

Source: , 1000Memories 2011

Stat: Pinterest catapulted from obscurity to 10M monthly users in 6 months

Page 13: SxSW 2013: Smile, People Like Your Photos More Than Your Words

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2. Make it easy for them to explore(photos = navigation)

Source: , 1000Memories 2011

Stat: Flipboard’s 20M users do 3 billion flips a month

Page 14: SxSW 2013: Smile, People Like Your Photos More Than Your Words

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3. Invite them to stay longer(photos = engagement)

Source: , 1000Memories 2011

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4. Let them browse the merch(photos = shopping)

Source: , 1000Memories 2011

Stat: 63% of shoppers place more value on the image than the product description

Page 16: SxSW 2013: Smile, People Like Your Photos More Than Your Words

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5. Treat them to less sucky ads(photos = visual targeting)

Stat: Garnier saw 116% lift in favorable brand sentiment

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Photo Highlight Reel

1. Boost social traffic2. Navigation that’s intuitive3. Naturally more engaging4. Integrated shopping5. Smarter contextual advertising

Questions, comments & sources:Find me @ChasNote

Source: , 1000Memories 2011