When it comes to your social media posts, chances are you spend a fair amount of time deciding what you’re going to post, when you’re going to post it and what your posts are going to say. You may even have the world’s wackiest national celebration days bookmarked so you don’t miss the opportunity to have an on trend hashtag and post prepared for national peanut butter day, or national cream tea day.
With all of that effort eating into your day, how much of your time do you actually spend on asset creation, curation and selection? If the answer is not much, you could be missing a trick; the assets (images, videos, infographics etc.) that you select do much more than make your posts look nice, they can set you apart from your competitors and increase your conversions.
The importance of the right asset
The human brain is hardwired to process images incredibly quickly:
- Research by MIT confirms that an image seen for just 13 milliseconds can be processed fully
- Information with an image is retained for more than three days by 65% of people, compared with just 10% when presented with text only
- Internet users pay more attention to images that contain useful information, versus stock or irrelevant images (making it vital you select the right asset)
- Contently’s Visual Content Report found 75% of marketers drive better marketing ROI when they use visuals with their content
The right assets and social media
When it comes to social media in particular, it pays to spend extra time curating the right collection of assets. Impulse buying accounts for over 70% of purchases made across social media – and with the rise in popularity and adoption of social commerce, this figure could increase further in the near future.
Having a collection of asset types, such as short videos, images and infographics, to pair with the right post is a powerful tool can further increase customer retention and AOV. Those same assets can be repurposed and reused – aim to create a library that you can dip into to pair the perfect post with an appropriate asset to help you meet your post goals.
Remember: The right visuals can help the social media user progress through the buying funnel or fly wheel, from browsing to buying. As a result, your ROAS can increase astronomically by having a strong focus on asset creation relevant to your website, product or service.
What makes an asset right?
As an inherently visual medium, the right asset is one that perfectly illustrates your post, allows the user to imagine the product or service in the day, their office or their day-to-day live solving a problem. Considering your buyer personas can help you curate the right selection of assets to add to your library – as keeping pain points and aspirations in mind will help you select an image which shows that problem being solved or goal attained.
Look at these examples:
This is a common example of a typical asset. It’s a standard product shot which you are likely to come across multiple times a day when browsing social media.
The issue with this image is that it doesn’t help the shopper to visualise the product in their space. The cut out has no context. It doesn’t illustrate how the product might transform a home office or look modern and sleek next to a sofa for example – the item isn’t being shown in its best light (no pun intended).
It’s forgettable and uninspiring. Based on Adrac’s own testing and research, we calculate that this asset would give an expected ROAS of 3-6, as a maximum.
In contrast with the previous image, this asset shows a product in situ. It’s better, but is it right? No.
Remember, your asset should take the customer on a journey towards attainment. View – attracted – click – purchase.
This image shows off the product type but not actually the retailer’s own products nor a link to this product page.
We would give an expected ROAS of 5-9, as a maximum.
You want the viewer to be inspired by the image to fuel their imagination and desire to obtain that product or service. Inspiration is a powerful fuel and can send that customer through the journey of view – attraction – click – purchase.
This asset delivered an ROAS of 11-23.
Having the right asset type combined with an easy user-interface where a customer can envision that product in their home can not only increase the ROAS but also increase the AOV.