Brands Need To Treat Computer Screens Like TV Screens


By Steve Olenski

“Lord knows I am not the smartest person in the world, the brightest bulb, the sharpest knife or any other euphemism you want to trot out connoting intelligence. But one fairly smart thing I said (at least I think it’s somewhat smart) over the past couple of years was that ‘people need to start looking at their computer screen or monitor the same way they look at their TV.”

Not exactly rocket science when you stop and look at your monitor. Is it not a box-shaped item that is akin to your TV set? Of course it is.

And you don’t read TV, do you? Of course you don’t.tv

Well unless you count reading the now incessant scrolls that every news/sports network has on the bottom of its screen.

But by and large you don’t read TV, you watch it. You watch the images. You watch the video. You watch the film.

So why should your computer be any different.

Now, before I go on, let’s one thing perfectly clear. I am in no way espousing the belief that traditional TV is dead; that we’ll be watching TV on our computers in the near future and our current TVs will become antiques.

Nor am I advocating the removal of all text from all Internet sites as fast as humanly possible to be replaced by videos and/or pictures. Being a writer who makes his living off the writing of words which appear on computer screens, I would kind of like to see words stay for a while.

No, I am merely pointing out something I think that has been obvious for quite some time and is now coming to fruition. And that is that people, AKA consumers, AKA the folks who buy your products, services and wares Mr. & Mrs. Brand, prefer to “see” rather than “read” when it comes to the deluge of information they are bombarded with day in, day out on the information super highway. (Boy, that’s an old term, isn’t it?)

The folks at M Booth recently got together with SimplyMeasure to measure consumer engagement data on the Internet and social media networks.

Some highlights of the following infographic which is pretty self-explanatory. (NOTE: The infographic also includes a brief timeline of the “visual revolution” from just the start of 2012 alone.)

  • On Facebook, videos are shared 12 times more than text posts and links combined
  • Photos are Liked twice as much as text only updates
  • 42% of all Tumblr posts are pictures
  • Pinterest, the photo-driven social media phenomenon, is now referring more traffic than TwitterStumbleUponLinkedIn and Google Plus

So, Mr. Brand Marketer & Mrs. Brand Manager and anyone else who is responsible for hits the Internet airwaves – especially those that hit the social media networks, try and remember the computer/TV analogy and instead of “just” posting words, include and image or video to help tell the story.

 

Read more: http://socialmediatoday.com/steve-olenski

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