VISUAL RESONANCE—PART 1
As a member of the Social Media Club of Kansas City , I was privileged last month to attend a very exciting meeting at which Stefan Mumaw (Director of Creative Strategy at Hint) was the presenter. Drawing from his rich experience, Mumaw did an excellent job sharing an amazing array of ideas, tips, and observations that would be helpful to anyone involved in social media strategy, advertising, and marketing. His presentation was entitled “Visual Resonance.” It focused on the characteristics of images and videos that help to evoke a passionate audience connection and result in increased shares.
An absolutely foundational point Mumaw emphasized involves how we use people in pictures. Simply adding people to images does not equal adding humanity. We need images that evoke emotion. This is what makes the difference between a social media or advertising campaign that sizzles and one that falls flat.
This dynamic continues to fascinate me. Although a person’s intellect of course plays into how that person will respond, a person’s intellect never represents the entire response. When a person feels an emotional response, that is very real—heartfelt real. It has the potential to go very good or very bad. That is why the emotional element must never be underestimated in social media and advertising campaigns. It packs more punch than we sometimes realize, but capitalizing on that punch in the right manner will make all the difference.
Mumaw had much more to offer. Therefore, I will be sharing additional insights in future blog posts.
