My colleague David's latest blog talks about how social selling is a great vehicle for architects, but the part that really struck me was about how much more we're using visuals in social selling now. The growth of platforms such as Pinterest and Instagram shouldn't surprise us really, when we all know how powerful good images can be. But in professional services, visual tools are increasingly being put to good effect over more traditional lengthy written descriptors. I'm not sure that we'll all be communicating solely in emojis by next year, but it does give us all some exciting scope and challenges to deliver the best visual output we can.
Research has suggested that as much as 50% of our brains are wired to receive visual input. Evidence also suggests that it takes about one tenth of a second to understand a visual scene. Just think of that statistic in the context of how long you have to grab a user’s attention online – especially when there is a growing malaise over the streams of irrelevant text content. The use of video in particular is important as research has shown that the brain processes video 60,000 times faster than text. This places architects in the driving seat when it comes to the types of posts that should form the basis of a social selling campaign within their industry.