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Survey Says: Photos and Videos are the New Social Currency

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In the current world of social media, visuals are everything!

social sharing visual currencyA Recent Survey by Pew found that “Photos and videos have become key social currencies online.” Not surprisingly, the survey brought to light the rise of visual-focused social networks such as Pinterest, Instagram, and Tumblr. We all know that these networks have seen amazing rises to popularity in the past year, demonstrated by Pinterest’s unprecedented growth rate and the purchase of Intagram for $1 Billion dollars by Facebook. Clearly, visuals are here to stay.

Looking a bit deeper, graphics and visuals should be seen as crucial marketing components for brands online, as the survey found that 41% of internet users curate images that they’ve found around the web. And 46% of adult internet users post pictures or videos they’ve created!

That means that almost half of the people using the internet on a daily basis are taking photos and videos that they’ve found online and re-posting them on sites designed to enable sharing with personal social networks. The survey reveals that, in general, one third of adult internet users are either creating or sharing visual content. Clearly, these curators and creators keep the “visual economy” flowing. So, will you step up and provide them some “currency” to share?

Overall, 56% of internet users do at least one of the creating or curating activities we studied and 32% of internet users do both creating and curating activities. 

How are Internet users engaging with visual content?

In the survey, conducted on 1,005 adults in the United States, Pew found that though “visual networks” such as Pinterest and Instagram were on the rise, the classic networks were still the primary areas for sharing and creating content.

Out of the online adults surveyed:

  • 66% use Facebook
  • 20% use LinkedIn
  • 16% use Twitter
  • 12% use Instagram
  • 12% use Pinterest
  •  5%  use Tumblr

What can we learn from these numbers? Engage your potential customers where they are! A big part of the rise of visual social media can be attributed to the rise of smartphones and mobile apps. Each of these networks has a successful mobile app, and each can be populated with creative graphical content from a brand’s perspective. As smartphones are increasingly found in the hands of more and more people, are you meeting the growth by providing compelling visual marketing material?

It is safe to say, though, that the rise of smartphones is a major part of the story because those phones have cameras built into them, making it easy to take and share self-made pictures online. It is also safe to say that the rise of social media, especially YouTube and newer services like Pinterest, Instagram, and Tumblr has made curating activities easier because they are organized for easy image and video sharing.

Facebook is the most used social network among adults. Are you providing visuals?

Because we’ve focused primarily on Facebook marketing with Fanpage Toolkit, we thought it would be interesting to take a look at the raw numbers about who uses Facebook produced by the survey.

fanpage toolkit pew who uses facebook survey

We’ve spoken before about the trend to focus more on visual content when we asked, “Are We Tired of Liking Things?” realizing that there may be a better way to reach fans.

Providing visual content turns the action away from passively liking things, to actively sharing things across the internet. If the survey is anything to go by, internet users are more than willing to share visual content. They just need you to provide it!


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