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Photo-Sharing Trends Encourage Marketers

As consumers, and particularly women, share photos through new networks, marketers aren’t far behind

March 15, 2011

Consumers are increasingly sharing photos via social networks and mobile apps, and marketers are looking to capitalize on this trend.

For most marketers, photo-sharing can help build brand awareness and encourage consumers to interact with the company. LIPTON Brisk iced tea partnered with mobile photo-sharing app Instagram for a campaign prior to the 2011 South By Southwest (SXSW) Conferences and Festivals. Fans were encouraged to take pictures through Instagram and tag them with #briskpic to be entered in a photo contest. The winning photos were included on a limited-edition can of the drink during SXSW.

Meanwhile, there are also companies working to move photo-sharing beyond that—into profits and sales. Pixazza is a startup that inserts in-image ads into regular photos. A layer on top of the picture provides information so users can mouse over an item in the picture to learn more about it, visit a corresponding website or even purchase the item. As of March, more than 70 million unique visitors see the company’s in-image ads each month.

No matter how marketers are leveraging photo-sharing, either for brand awareness or for more measurable sales results, they should understand how their customers are participating in the trend.

According to January 2011 data from Pixable, which analyzed 100,000 Pixable Photofeed users on Facebook, women are more active with photo-sharing on Facebook, uploading and being tagged in photos twice as often as men.

Average Number of Photos that Facebook Users Worldwide Uploaded and Are Tagged in, by Gender, Jan 2011

As marketers develop campaigns or encourage fans to post pictures on Facebook, Instagram and other sites and apps, they should take into consideration when these consumers are most likely to be posting and interacting with photos online. The weekends are the most popular days for consumers to upload images, with 16.8% of photos uploaded on Saturdays and 16.9% on Sundays.

Day of the Week When Facebook Users Worldwide Upload Photos to Facebook, Jan 2011 (% of total)

Overall, more than 6 billion photos are uploaded to Facebook each month. As smartphone penetration and photo-sharing on social networks increase, marketers should align their strategies with the ways consumers are sharing photos to maximize the trend.

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Check out today’s other article, “Are Location-Based Shopping Apps Catching On?


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