Visual web refers to the idea of incorporating photography incorporating photographs and images into network sites for the purpose of promoting products. Digital marketing has become presumably the most common marketing tool of the 21st Century. Marketers mainly use social media platforms such as Facebook, Instagram, and Twitter to market their products. Pictures increase online engagement, attracting massive reactions, and sharing, which subsequently increased the impact of social media marketing. Instagram and Pinterest have succeeded in promoting the visual web and have thus been widely used by businesses for their marketing. Facebook’s acquisition of Instagram has also increased its popularity and made it easy for users to share photographs with an increased level of traffic.
Full Sail University exploits the visual web to market the institution. The university uses Pinterest to show their products and services. Full Sail University uses its 85k monthly viewers to showcase various products, which they have segmented into different sections. The institution’s Pinterest account publishes pins under different topics, which include “degree programs,” “Official Full Sail Gear,” “Resources for College Students,” and “Armada and Esports.” Each of these topics has several pins ranging between 20 and 119. Full Sail University uses photographs of the university’s beautiful sites and other conspicuous images to attract their viewers. The institution also posts videos and story pins, which attract much re-pins from its viewers.
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Dollar Shave Club also exploits visual web technology in attempting to appeal to their customers through their Instagram account. According to Neher (2013), visual social media marketing attracts more followers and creates a greater impact than written content. The company which makes products for grooming uses Instagram story and posting on the news feed to appeal to their 239k Instagram followers. Dollar Shave Club designs photographs that communicate their grooming solutions. The organization designs cartoonist images that attract viewers. In addition to that, they post memes that initiate humor and are widely shared by their followers. From the organization’s Instagram page, it is quite clear that their posts attract much response gauging from the likes and comments that their posts attract on Instagram.
The science world also uses images and photographs to exploit the idea of the visual web. The organization has a Facebook page with an audience of over 40k followers. The Science world is a charitable organization that focuses on creating science literacy among the people and taps into the wide following of Facebook. The organization designs colorful and attractive images with short messages that spread science knowledge among the viewers. In most of their image posts, Science World designs pictures of individuals with messages as well as pictures of famous places with captions of their content. Additionally, the Science World shares images of their activities on the promotion of scientific knowledge.
References
Li, Y., & Xie, Y. (2020). Is a picture worth a thousand words? An empirical study of image content and social media engagement. Journal of Marketing Research , 57 (1), 1-19.
Neher, K. (2013). Visual Social Media Marketing: Harnessing images, Instagram, Infographics and Pinterest to grow your business online. Boot Camp Publication.
