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Novel images win fans hearts on facebook simply measured
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Familiar, Timely, and Novel Images Win Fans’ Hearts on Facebook By Bridget Quigg December 31, 2014 How can brands break through the noise on Facebook and serve up images that spark mass response? Looking at the top Facebook video and photo posts by engagement (comments, shares, and Likes) for the Interbrand 100 in Q3 2014, we noticed some classic marketing tactics at work: either please, inform, or wow people. Michael, our marketing data analyst, dug into our Q3 2014 Facebook data on the Interbrand’s Top 100 Global Brands and pulled out the 20 top image posts by percentage of fans who engaged with that content. He excluded high-engagement posts with only links or with no link and no image. The images are all attractive and make an effort to connect with readers. But, these winners from the cream-of-the-marketing-crop break down into three classic marketing angles you can use, too: familiar, timely, or novel. Familiar The Complete Guide to Facebook Analytics Download
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Transcript of Novel images win fans hearts on facebook simply measured
6/5/2015 Novel Images Win Fans’ Hearts on Facebook | Simply Measured
http://simplymeasured.com/blog/2014/12/31/familiartimelyandnovelimageswinfansheartsonfacebook/#i.u2ybsb15ukd1os 1/9
Familiar, Timely, and Novel Images WinFans’ Hearts on FacebookBy Bridget Quigg December 31, 2014
How can brands break through the noise on Facebook and serve up images that spark massresponse?
Looking at the top Facebook video and photo posts by engagement (comments, shares, andLikes) for the Interbrand 100 in Q3 2014, we noticed some classic marketing tactics at work: eitherplease, inform, or wow people.
Michael, our marketing data analyst, dug into our Q3 2014 Facebook data on the Interbrand’s Top100 Global Brands and pulled out the 20 top image posts by percentage of fans who engaged withthat content. He excluded high-engagement posts with only links or with no link and no image.
The images are all attractive and make an effort to connect with readers. But, these winners fromthe cream-of-the-marketing-crop break down into three classic marketing angles you can use, too:familiar, timely, or novel.
Familiar
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6/5/2015 Novel Images Win Fans’ Hearts on Facebook | Simply Measured
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FamiliarWinners in the familiar category were Jack Daniel’s, Corona, and IKEA. Their images had bothpleasant and aspirational themes, the kind that make you say, “Right on. Me, too!”
Jack Daniel’s hit home for its fans by painting “Jack” as a trusted friend and companion – even thecause of a love affair for the ladies. Did the fans agree? They did, by the thousands. The ladiesreally chimed in, with comments like, “He’s the only man I can depend on,” and “Jack’s my veryfirst love.”
Corona’s image below was so appealing and familiar that it sparked hundreds of user pics, whereCorona fans took pictures of Corona beers at beaches, on boats, and at parties around the worldand posted them as comments.
IKEA took people home, literally, to the beautiful world created with help from the Swedishretailer. Two of their three winning posts referred to back-to-school, but the majority ofcomments pointed out the fact that IKEA fans love IKEA and improving their homes, any time ofyear.
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6/5/2015 Novel Images Win Fans’ Hearts on Facebook | Simply Measured
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TimelyKia Motor Sports and Citibank relied on the popularity of specific events going on last summer:the World Cup and driving around minivans full of kids on summer break.
Kia produced four of the five top images for engagement by focusing on the biggest party of thesummer, the World Cup.
Their custom art always included an update from the latest games, a background image from theWorld Cup, the hashtag #KiaWorldCup, and a Kia car, front and center.
The posts had people pumped up for various reasons. Some fans loved the good news about their
team while, in the post below, people just really liked the car. Either way, Kia sparked hundreds of
thousands of engagements on Facebook, appealing to the international World Cup crowd.
IKEA USA
Get ahead of the curve with our picks for backtoschool essentials:http://goo.gl/hhw16r
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ProfileCompany · 4,323,512 Likes · July 15, 2014 ·
6/5/2015 Novel Images Win Fans’ Hearts on Facebook | Simply Measured
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Citibank had the biggest hit of the whole summer by combining timely with the familiar. Have youever seen the ice cream slide right off the stick and onto the ground or onto a car seat on a hot,summer day? Apparently, a lot of us have.
The post below from Citibank had parents sharing their own tricks for keeping kids and cars cleanduring the hottest months of the year. Notice the prominent use of a hashtag here, much like Kia’sposts. Citibank stuck with the already-loved hashtag calling out winning moments, bothsarcastically and not, #wellplayed.
Kia Motors Worldwide with Jeffy Denosta and47 others
To all the winners advancing to the #semifinals. Spread your wings and fly! #Niro #KiaWorldCup #WorldCup
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Cars · 3,442,105 Likes · July 5, 2014 ·
6/5/2015 Novel Images Win Fans’ Hearts on Facebook | Simply Measured
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NovelPrepare to be amazed. Nintendo, Gillette, and Cartier all dazzled their audiences by producingunusual, beautiful, and clever images.
On September 10, Nintendo gave fans a preview of their Nintendo 3DS XL system. The newproduct with the retro look had fans so excited that one told Nintendo to, “shut up and take my
money.”
Citibank US
Taking the kids out for ice cream during a heat wave? Save yourbackseat from total annihilation. #WellPlayed
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ProfileProduct/Service · 1,031,666 Likes · July 26, 2014 ·
6/5/2015 Novel Images Win Fans’ Hearts on Facebook | Simply Measured
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Gillette had the one video in the top images list. It highlighted its new “flexball” technology byhaving extra-flexible razors move like fingers and play a piano. It’s tough to explain. See the videobelow.
Sentiment was mixed on the post regarding the cost of the razors, but they apparently work welland this video received lots of compliments for its cool factor. Also, Gillette did a great job ofresponding to comments, thus increasing engagement.
Nintendo
An awesome GameStopexclusive Nintendo 3DS XL system modeledafter Nintendo’s iconic NES controller hits the retail chain on Oct. 10.Even the box is cool, resembling an original NES console.
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ProfileCompany · 3,260,018 Likes · September 10, 2014 ·
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The final, and very classy entrant, in the top images collection was Cartier. Think jungle, thinkallure, think elegance. The beautiful image of a panther made of watch parts placed Cartier in thenumber seven slot. The text with the image offered a link to a video that now has more than 15million views. Cartier chose to not embed the video but let the image cause a stir on its own.
Cartier’s other winning post highlighted their panther collection again. The brand has a veryinternational audience, with comments written in multiple languages. One comment includes thevery fair question, “How much?” Cartier, being classy like it is, doesn’t respond to that comment
removed or the privacy settings of the post may havechanged.
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Cartier
Cartier presents a mechanical panther born from genuine parts ofwatchmaking movements.
goo.gl/bCH4h9
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ProfileJewelry/Watches · 3,437,007 Likes · September 29, 2014 ·
6/5/2015 Novel Images Win Fans’ Hearts on Facebook | Simply Measured
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or any others. That’s such a luxury brand move.
What Can You Do That’s Familiar, Timely, or Novel?
As we head into 2015, what do these wins from the masters of marketing inspire you to try? Whatcan you bring to people that makes them say, “Me, too,” or “Wow”? Or, perhaps you can share inthe mood of the moment. Let us know what you’ve tried and how it worked in the commentsbelow.
Cartier
A hypnotic panther. New #CollectionPanthère de Cartiergoo.gl/LJUk9i
51,617 Likes · 281 Comments · 1,087 Shares
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ProfileJewelry/Watches · 3,437,007 Likes · September 4, 2014 ·
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6/5/2015 Novel Images Win Fans’ Hearts on Facebook | Simply Measured
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Bridget QuiggHello, fellow Marketeers. My job at Simply Measured is to tell Kevin and Lucy howawesome they are at running the blog. Because, they are.
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