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How to optimize visual content for Pinterest,

Instagram, Facebook and other platforms

Kevin Dando, Senior Director, Social Media Strategy and Digital

Communications

@kdando

Why You Should Care About This

• Facebook’s continuing moves to emphasize video and changes in

the algorithm

• Twitter and video

• Autoplay!

@kdando

Google Real Time

@kdando

How We’ve Changed Producing Videos for Social

Media (esp. Facebook)

@kdando

•First three seconds are absolutely key on Facebook

•We abandoned our standard video open to get

straight to the video

Spice up your GIFS—make them 3D

@kdando

Tutorial: http://to.pbs.org/3dgifs (From Daily Dot)

Animated GIF Resources We Like

• YouTube

• Giphy (helpful with Twitter and Facebook)

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Photo and Video Apps/Resources

• Burstio (iOS only for now; animates “burst”

photos into an animated GIF)

• Hipstamatic (photo app)

• Magisto

• PicStitch

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INTERNATIONAL JUSTICE MISSION9/14/20158

Communication vs. Marketing

• Determine the PURPOSE for the post: informing or asking

• Follow 80/20 Rule: 1 in 5 posts make an ASK

• Use “glue”: What should people “FEEL”?

Key Takeaway:

Develop a balanced communication

and marketing strategy across all social media channels.

INTERNATIONAL JUSTICE MISSION9/14/20159

Visual Content TIPS• Twitter: Post often, think

shareable, drive to site, position as thought leaders

• YouTube: Balance scrappy vs. polished

• Pinterest: 80% of shares are re-pins

• Facebook: 4-5 posts/week• Instagram: Visual and VOICE!

Key Takeaway:One size does NOT fit all. Develop a visual strategy for EACH social media channel.

INTERNATIONAL JUSTICE MISSION9/14/201510

Power Tools:

Skype, Facetime, Periscope, Etc.

• Strengthen your brand

• Grow your brand

• Drive action for your brand

Key Takeaway:

Use new tools to drive your brand strategy but don’t let the tools determine your strategy.

How to optimize

visual content for

Pinterest, Instagram,

Facebook and

other platforms

• Content for Different Channels

• Moving People from Platform to Platform

Jessica Nielsen

Adjunct Professor, Georgetown University

Which social platform do I use?

1. What is your business objective? Who is our target audience?• What do we want our audience to do?

• What levers are associated with those audience actions?

• What do audiences expect from us?

• Where can we reasonably expect them to go?

What’s the difference in the platforms?2. Identify the right social

platform.

• Recognize the distinct roles

of personal and

professional networks

• Take the time to identify your

target audience and which

platforms they use the most.

• Select platforms that will

allow you to track activity

and lead generation.

Now you’ve got a channel…

3. Engage your audience in the right way.

• Develop an editorial calendar.

• Show how your brand helps users gain knowledge

and professional success.

• Engage information-hungry influencers with

exclusive content and information; use their content.

• Match your message to the mindsets of users.

• Build meaningful relationships by participating, sharing and

listening.

• Team up with sales and/or marketing on major campaigns.

• Active your employees.

• Share content with other brands and share their content.

Moving between channels

• Make it easy for users to share content

between channels.

• Recognize the differences between the

channels.

• Share similar content to create different

user experiences and levels of engagement.

• Links back to primary site; call to action.

• Take feedback and organize accordingly.

Easy to share

Returns to

primary site with

call to action

Engages in

conversations

Engages in

conversations

Well organized

according to

user feedback