From Product Announcements to Summery Scenes, Brands Rely on Photos to Spark Engagement
All five brands that made the list of Big Movers This Week on Media Logic’s Retail Social Juice Index (RSJI) had something in common—their use of pictures to engage fans. However, each retailer managed to find a unique way to connect with their respective fan bases.
American Girl has remained consistently among the top performers since the RSJI’s inception. This week, we witnessed one of the brand’s biggest spikes to-date with a much anticipated announcement. For years, American Girl customers have been asking the brand to offer a hair-optional doll for girls affected by medical conditions that cause hair loss. The brand took to its Facebook Timeline to unveil that doll after more than a year of development. Tens of thousands of fans liked, shared and wrote messages of excitement and thanks to the brand for finally unveiling this much-sought-after doll.
Cartier went back to its roots to amp up its engagement. The luxury brand shared the history of its two most traditional and iconic watch lines: the Tank Francaise and the Tank Americaine. And to round out the three markets the brand first “conquered” – Paris, New York and London – Cartier announced the new Tank Anglaise collection … 110 years after the brand opened its London doors! Similar to American Girl’s approach, the brand unveiled photos of six new watches in the collection, and enthusiastic fans responded to the announcement with thousands of likes, shares and comments.
Sometimes, all a brand needs is an eye-catching photo to stop likers in their tracks as they scroll down their newsfeeds. Shari’s Berries relied on this tactic to earn a major spike on the RSJI – this week’s photo of a ferocious cat carved out of a watermelon (the ultimate summer treat) was impossible to miss. Plus, the photo’s simple yet effective caption reading, “Hello kitty,” ensured that all the attention was placed on the image. The post’s 15,000+ responses showed just how much likers enjoyed the shot.
Diapers.com, another consistently top-ranking brand on the RSJI recently, knows exactly how to best connect with its fan base – parents! The brand shared a funny photo from Someecards that parents could clearly appreciate. The image, which read, “That moment when you realize the kids have been in bed for over 30 minutes and you have been watching Nick Jr. alone,” appealed deeply to likers… lots of them. More than 8,000 gave their “thumbs- up” of approval!
Pinterest photos are a sure-fire way to grab likers’ attention and, depending on the photo, get them lusting over their dream destinations. Hayneedle snagged the last spot on the Big Movers This Week by sharing a photo of a popular and serene picture that’s been making its way around Pinterest. With summer vacation season in full bloom and the brand’s utilization of a call-to-action approach, the picture received high engagement. Hayneedle asked likers to “Post the first word that comes to mind” upon seeing the photo, and more than 2,300 fans happily obliged.
Curious how your brand can use photos and other tactics to grab attention and spark engagement? See here to discover additional photo sharing tactics to help your brand today.
