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For 2020, we’re seeing big potential in visual social media marketing: using images and video to connect with consumers via social media channels.","As consumer tastes evolve, our job as marketers is to stay a step ahead. For 2020, we’re seeing big potential in visual social media marketing: using images and video to connect with consumers via social media channels. Don’t take our word for it; see what the data says! Consumer content preferences for social images and […]","As consumer tastes evolve, our job as marketers is to stay a step ahead. For 2020, we’re seeing big potential...","\u003Cp class=\"wp-block-paragraph\">As consumer tastes evolve, our job as marketers is to stay a step ahead. For 2020, we’re seeing big potential in visual social media marketing: using images and video to connect with consumers via social media channels.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Don’t take our word for it; see what the data says! Consumer content preferences for social images and video are growing, and will continue to grow among younger generations, according to the \u003Ca href=\"https:\u002F\u002Fblog.hubspot.com\u002Fnews-trends\u002Fcontent-trends-preferences\" target=\"_blank\" rel=\"noopener\">2017 Hubspot Content Trends Survey\u003C\u002Fa>. The tea leaves spell it out clearly: the future of marketing is in social media, and future content has to be visual.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1704\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192904\u002FContent-trends-1-report-05-scaled.png\" alt=\"2017 Hubspot Content Trends Survey\" class=\"wp-image-39004\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192904\u002FContent-trends-1-report-05-scaled.png 2560w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192904\u002FContent-trends-1-report-05-450x299.png 450w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192904\u002FContent-trends-1-report-05-1024x681.png 1024w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192904\u002FContent-trends-1-report-05-768x511.png 768w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192904\u002FContent-trends-1-report-05-1536x1022.png 1536w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192904\u002FContent-trends-1-report-05-2048x1363.png 2048w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Here are three ways to keep your social media game on point in 2020.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--1-make-it-personal\">1. Make it personal\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Consumers don’t follow brands’ social media accounts for a regurgitation of the same marketing materials they see in emails and ads. Users go on social media for entertainment and a more authentic connection with their favorite brands; they don’t want to feel sold to.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Social media gives businesses a unique opportunity to share a more personal side of the brand, such as ‘behind-the-scenes’ content and sneak peeks. Create original imagery and video to share on social, and prioritize authentic and engaging content over overly polished imagery or stock photos – don’t be afraid to go live or share fun iPhone candids from the office.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cb>Who’s doing it right: \u003C\u002Fb>We love how Everlane does ‘Transparency Tuesday’s’ on their \u003Ca href=\"https:\u002F\u002Fwww.instagram.com\u002Feverlane\u002F\" target=\"_blank\" rel=\"noopener\">Instagram stories\u003C\u002Fa>: their social media manager goes around their San Francisco HQ and asks real team members to answer questions about the brand submitted by followers. It doesn’t get much more personal than that!\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--2-share-user-generated-content\">2. Share user-generated content\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Why not use social media for what it’s best at – connecting and cultivating community? Cultivate your own community of brand advocates and fans by sharing user-generated content, with the users’ consent, of course. User-generated content also gets more engagement, and consumers tend to trust other consumers more than brands.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Don’t have a ton of user-generated content yet? Try encouraging customers to create and share content via giveaways and challenges, or working with influencers to broaden your reach and create lifestyle imagery.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">We know that putting this tip into practice is easier said than done, especially for B2B companies (believe us, we know the struggle), but it just requires a little creativity! We’ve found success with user-generated content through our awesome employees, who love to post photos and videos from our team events, and our incredible customers who love to show off their Canto socks and other swag.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cb>Who’s doing it right: \u003C\u002Fb>Apple created the hashtag #ShotoniPhone on \u003Ca href=\"https:\u002F\u002Fwww.instagram.com\u002Fapple\u002F\" target=\"_blank\" rel=\"noopener\">Instagram\u003C\u002Fa> to encourage customers to show off their best iPhone shots. Thanks to this campaign, consumers associate iPhones with great camera quality!\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--3-harness-the-growing-power-of-video\">3. Harness the growing power of video\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">On social media, posts containing videos generate 12 times more shares than text and images combined, and 75.6 percent of marketers say video has had a direct impact on their business (\u003Ca href=\"https:\u002F\u002Fsmallbiztrends.com\u002F2016\u002F10\u002Fvideo-marketing-statistics.html\" target=\"_blank\" rel=\"noopener\">source\u003C\u002Fa>). We think we’ve said enough; time to get recording!\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Create effective videos for social by following these simple best practices: Make it short (30 seconds or less is best), and give it text or subtitles, because many users scrolling on mobile may not have sound on.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cb>Who’s doing it right:\u003C\u002Fb> Ellevest does a weekly video on their \u003Ca href=\"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fellevest\u002F\" target=\"_blank\" rel=\"noopener\">LinkedIn page\u003C\u002Fa>, where their CEO answers common questions that women have about investing. It’s short, to-the-point, and informative – plus, it puts a friendly and knowledgeable face behind the brand to build consumer trust.\u003C\u002Fp>",3,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192802\u002Fsocial-media-marketing-2020-1.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192802\u002Fsocial-media-marketing-2020-1-450x300.jpg","A person holding up a mobile phone in a city.",667,1000,[43],{"id":44,"slug":44,"title":45,"path":46},"industry-insights","Industry insights","\u002Fpost-category\u002Findustry-insights\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F06\u002F19194728\u002FScreenshot-2019-06-23-at-21.48.25-450x211.png",27829,"insights-from-eu-wordcamp","3 insights from EU WordCamp 2019","EU WordCamp 2019, or WCEU 2019, took place at the Estrel hotel in Berlin June 21-22. Here are three things you can learn from the event.","\u002Fblog\u002Finsights-from-eu-wordcamp\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2018\u002F09\u002F19195115\u002Fteam-collaboration-450x197.jpg",18893,"team-collaboration","Proven success strategies to boost team collaboration","Team collaboration thrives within organizations that promote creativity through exploratory and experimental methods. Evaluate your own methods to succeed.","\u002Fblog\u002Fteam-collaboration\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F08\u002F19194305\u002Fpearl-drums-450x300.png",31187,"pearl-drums-shares-images-using-canto","Pearl Drums shares images easily with 2000+ dealers using Canto","Derek Wolfford joined us to show off the Pearl Drums Canto library, which they use to organize and share product and marketing imagery.","\u002Fblog\u002Fpearl-drums-shares-images-using-canto\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1787288495098]