Is it visual? Is it engaging? Is it designed well? Those are three questions every content creator or marketer needs to ask. The three companies featured in this week’s Front Lines of the Visual Revolution are answering those questions and innovating how social photography and online interactivity can be used.
1. Fashion Week’s Instagram Moment
Photo by KCDWorldWide
For designers trying to spread the word about their products it’s definitely frustrating to see all the photos shared on social media being out of focus. Fashion is a visual artform, and a major part of generating success is getting images of your designs seen by as many people as possible.
That’s where the “Instagram moment” comes in, with designers like Prabal Gurung having models pause midway down the runway for those on the sidelines to snap and share photos on social media. Designers know that the fashion writers, editors, and celebrities sitting along the runway have their own audiences online, meaning that their work has the potential to be seen by thousands, or even hundreds of thousands, of people outside of the hundred or so actually attending the event.
The Instagram moment shows just how powerful social and visual media have become to businesses. Visual content is the most shared and the most engaging, and fashion industry professionals are utilizing that potential.
The original Picasso interactive graphic that inspired Unveil
The New York Times‘ is innovating the digital ad space by taking inspiration from their editorial team. The product is called “Unveil,” and allows users to run their cursor over an object to reveal another underneath. It was first used by the Times’ newsroom on an interactive image of a Picasso painting where users could discover another painting underneath, but it is now being tested on a new round of ads for Wisk.
The lesson to pull from this: if you want people to see your ads, make it something worth seeing. Advertising that is useful, fun, and visual holds people’s attention. Newsrooms are constantly innovating new ways to tell stories in more engaging formats, and advertisers are taking note.
We talked earlier this week about Sprite’s innovative use of the Gif, and now Vimeo has purchased Echograph – a gif creation app. Vimeo was quick to deny that this was in response to Twitter’s Vine app, but the trend towards short and shareable video clips is definitely not on the decline.
Vimeo is not new to the visual revolution, considering they’re a video sharing platform. However, their content tends to be on the more professional or artistic side versus what would be typically found on Youtube. It will be interesting to see how and if Echogram will fit into that model.