Marketing Evolution: How Brands Can Move From Text To Images | Business 2 Community | Integrated Brand Communications |

There are two primary sources of imagery: consumers and brands.  Instagram is heavily biased toward user-generated content — photos taken in the  moment by consumers eager to share their lives. For example, Instagram users tag  Starbucks in images over 10,000 times daily.


Conversely, Pinterest  is dominated by images supplied by brands. Over 85% of Pinterest engagement comes from consumers saving  images from the Websites/blogs of the brands they visit. Taken together,  these platforms represent a powerful continuum of the things people want  (Pinterest) and those things in action (Instagram).


Pinterest, in particular, is driving substantial results for brands. Unlike  Instagram, images on Pinterest link back to brands. Those links have enabled  Pinterest to become the Web’s third-largest traffic referral source. For  numerous retailers and publishers, Pinterest has actually become their top  referral source. The traffic converts, with average shopping cart sizes over 75%  larger than Facebook.  That’s not surprising when you consider 70% of Pinterest users use the service  to look for shopping inspiration.


Digital marketers will need to adapt to these new visual conversations in  order to drive consumer engagement and revenue. But, like all things worth  doing, this isn’t easy.