the power of images - canva & buzzsumo webinar

IMAGESThe power of

what we learned from analyzing 100 million posts

This is a regularquadrilateral, withfour equal sides andfour equal angles(90-degree anglesor right angles).

Graphic vs text

of informationtransmitted to thebrain is visual

How our bra ins process in format ion

the number of times fasterthe brain processes visualinformation over text

90%60,000x

Source: 3M Corporation

Ins tant understanding

Source: Visual Teaching Alliance

We can understand avisual scene in less than 1/10th of a second

Spectrum of in format ion re tent ion

Source: 3M Corporation

10% of what you hear

20% of what you read

of what yousee and hear80%

Key quest ions

What is the quantifiable impact of including an image in aFacebook post?

What is the optimal use of images/words in a blog post?

Does a large image Twitter card have greater impact than asummary and image?

What is the impact of implementing FB og:image?

You needDATAnot hunches and hippos.

Analysis

With image

No image

0 100 200 400

Interactions (shares/likes/comments)

100 million postsON FACEBOOK

372164

300

197 shareswith image

OG:imagesON FACEBOOK

61 sharesno image

OG:imagesEXAMPLE ON FACEBOOK

Average shares

Product

Gallery

Photo

Summary

Summary large image

Social media trafficON TWITTER

0.68

1.6

3.5

3.7

16.2

Social media trafficON TWITTER

The golden ratio

Words to images

Shares

OF IMAGES TO TEXT IN ARTICLES

0

40

80

120

160

0-25 25-50 50-75 75-100 100-125 125-150 150-175

Viral sharingBUZZSUMO ANALYSIS

D-Day Landing Sites Then And Now: 11 StrikingImages That Bring The Past And Present Together

PICTURES: Shocking Pictures Comparing USSchool Lunches to Other Countries Goes Viral

11 Pictures That Compare Life Today With HowIt Used To Be

Overpopulation, overconsumption - in pictures

665.1k 365 9.4k 810 836

TITLE OF ARTICLE FB LINKEDINTWITTER

469.6k 9 708 95 38

327.9k 68 691 197 105

302.1k 665 4.4k 2 2.3k

PINTEREST G+

huffingtonpost.co.uk

conservativetribune.com

idealistrevolution.org

theguardian.com

IngredientsOF THE PERFECT CONTENT FORMULA

images

curation

lists

Picture list postsKEY TO YOUR CONTENT STRATEGY

Tell a story Curate anoriginal list

Explaina concept Demonstrate

a process

Showcomparisons

Picture list postEXAMPLE 1

"This right here is acomet. We just landeda probe on one ofthose bad boys. Here’swhat one looks likecompared with LosAngeles."Shares: 2.5mm

Source: Buzzfeed

Picture list postEXAMPLE 2

"Indonesian surferDede Surinaya catchesa wave in a remote butgarbage-covered bayon Java, Indonesia, theworld’s mostpopulated island." Shares: 300,000

Source: The Guardian

Additional formatsSTORY POST

Use a series of images to create cumulative emotional impact. This "Last Words"

post makes no apology for delivering an emotional stomach punch.Shares: 260,000

Curator: Andrea Garcia-Vargas

Additional FormatsCOMPARISON POST

Pictures allow readers to instantly make visual comparisons. The Huffington Postuses merged photos to create an emotive image of D-Day landing sites.

Shares: 600,000

Photos: Reuters

Additional FormatsPROCESS POST

Pictures can deliver value in a 'how to' post, like in this one on how to dry nailpolish quickly. People love life hacks that help them do tasks quicker and better.

Shares: 670,000

Photos: WikiHow

Additional FormatsCURATION POST

Curation posts are great for showing you possibilities and options.They act as a form of virtual brainstorming board.

Photos: Glideware.com, media-cache-ec0.pinimg.com

How can you usepicture list posts?

What types of images work best in your industry?

How can you use images to tell a story?

What comparisons can you make with images?

What 'how to' posts will work with pictures?

What concepts can you explain through a series of images?

What curation of images are of value to your audience?

In t roducing Canva

Remember : Images are key to vira l i ty .

Thanks & FAQb u z z s u m o . c o m | @ s t e v e r a y s o nc a n v a . c o m | @ a n n a i s a b e l l e 9 2