How do lifestyle publishers use image galleries to increase revenue and engagement?
There is no specific information on image galleries and their use by lifestyle publishers readily available, however, there is a significant amount of information on the use of images and clickable links and hashtags on social media, namely Instagram and Facebook. These images, links, and hashtags are used to increase user engagement and drive subsequent revenue. Below is an overview of the ways that publishers utilize images to increase brand awareness and engagement, as well as how to utilize Instagram images to increase revenue.
UTILIZING IMAGES TO BOOST BRAND AWARENESS
In order to stay relevant in online platforms, brands need to “go from product to personal in order to build a more meaningful relationship with fans”. By encouraging consumers to utilize their brand in their own photos, you’re able to showcase your brand’s authenticity. This not only drives awareness “but affinity as well”. User-generated images can then “be brought back to the brand’s website and linked to the products, creating opportunities for purchase”. The Rebecca Minkoff brand used a user-generated image gallery to drive a 20% increase in to shop and boosted average time-on-site by 11%. This can be applied to lifestyle publications as well, given that user-generated content can be derived from their products. Additionally, “photo galleries give you a chance to share additional or behind the scenes images that weren’t destined for your print version”, while image galleries allow for increased time spent on content.
PUBLISHER SUCCESSES ON INSTAGRAM
Utilizing Instagram is one of the top ways a publisher can utilize images to increase engagement and revenue. “7 out of 10 hashtags on Instagram are branded…and they are an aid in content discovery and optimization”. Further, Instagram posts “with at least one hashtag have 12.6% more engagement than those without”, with 11 being the recommended number of hashtags included in a post. With “80% of users follow at least one business on Instagram”, businesses are able to post their contact and basic information on their Instagram profile, which leads consumers back to their website to view products. Instagram reports that at least 30% of over 120M users (2017) purchased at least one item discovered on the website. Additionally, if a post is linked with its geographical location, it will get 79% more engagement than a post without. Again, this can be used by lifestyle companies assuming they are including links to their websites on images or in image gallery bios. Publishers can also utilize Instagram stories within the Instagram profile. Kiehls reported that 8% of its Instagram followers clicked on its stories compared to 2% of its followers clicking on the same images. This suggests a higher user engagement and potential for increased sales through Instagram stories.
“Instagram accounts for more than a third of brand interactions”, and has over 300 million users. Numerous lifestyle publications are utilizing Instagram images to boost their company’s engagement rates and revenue performance. Ban.do has incorporated its product catalog into a shoppable gallery on Instagram, resulting in a 40% increase in trackable revenue from its clicks. GQ generated 7% of its total digital revenue in 2016 by using hashtags for company sponsored image posts.
Below are six ways a lifestyle publisher can utilize Instagram to grow revenue:
1: Facilitate transactions via Instagram comments: Publishers can interact with their consumers that “like, or leave comments, or tag friends” on their posts, as these are consumers who are more likely to have “an intent to buy or learn more about content and products”.
2: Turn Instagram into a direct traffic driver: Publishers can use their image gallery on Instagram and create shoppable content. One brand reported “a 120% higher conversion rate from Instagram to product pages compared to their other mobile channels”. 3: Invest in ads to reach new customers: “More than 200,000 advertisers on Instagram”. 4: Pull Instagram images onto your website: “User-generated content galleries can deliver a 15% click-through to shopping” on your site. 5: Cross-promote your top assets: Brands see “higher clicks and conversions” when they incorporate the use of lifestyle images. 6: Analyze customer preferences with Instagram data: Publishers can “better understand consumer sentiment and their opinions on their products” by reading and responding to consumer comments on lifestyle posts.
While online lifestyle publisher information is small, especially when paired with those using image galleries, there is a lot of information as it pertains to brands similar to lifestyle publishers utilizing images and galleries. Images help boost a brand's affinity and increase average time on site. Further, the utilization of Instagram enables publishers to reach more consumers and provide further avenues for purchase through shoppable images and galleries that lead directly to the publisher's website.