By Alba Torres, member of the Baud team.
"7:30 am, the alarm clock rings. I pick up my phone to check my social networks. I scroll through the screen without stopping for even 2 seconds on each post. I see something that catches my attention. I pause for a moment, manage to rack up another like and hopefully a visit to the profile."
This sentence could be from an investor, a consumer, a supplier, a journalist... Today, virtually any of our audiences are connected on social networks.
Social networks, the place par excellence of the image, where very few visual contents are considered good enough, and yet we are hooked to be connected all day long.
Companies are constantly trying to generate different content to attract the attention of their audience, but we are no longer surprised by any publication. The digital environment and social networks have become our benchmark for judging both people and brands. And also a channel to gather information before buying a product or service.
This will sound familiar, I discover a new brand and immediately I check their website and their social networks, I look at their feedin their number of followers and in the number of likes and feedback it has. If I don't like what I see, chances are I won't consume your product or service and that brand will be forgotten.
And what can I do in this context to capture the attention of users? It might seem that you would have to get the perfect image: a good framing, with good lighting, colors that match each other?
An out-of-focus, out-of-sync image, with disparate chromatic ranges and unconnected elements would have no place in any feed. Or would it?
The key may not lie in creating what would be socially considered a "perfect" image, but in creating the perfect content for our brand, that conveys who we are and the values we represent. It's that simple and complex at the same time.
Form loses relevance to brand consistency. Thus a brand, for example, of a nature reserve could show in its content images with great luminosity, bright colors and reflect how nature coexists in its natural state, showing an image of harmony. Or, on the other hand, opt for black and white content, showing the natural lines of a wild environment and sweeps with blurred strokes, which would convey an image of strength.
Both options could be successful, because the important thing about the content we share is not only to offer an eye-catching image, but also a coherent and unified one. An image that evokes meaning and arouses emotions. And for this, it is vital to have a strategy to guide you, allowing you to know what to convey with your content and how to do it, because the prestige of our brand and our positioning in the market will depend on the image we project..
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