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Flipboard’s success as emblematic of the visual web era

Years ago, a website with a wall of words was an expected, acceptable form of pitching products and services, but tools like Pinterest and Flipboard have aided the rise of the visual web. Times are changing quickly.



The prominence of the visual web

The rise of the visual web is fast upon us. With the explosion of popularity surrounding Pinterest and Instagram, it’s apparent that consumers are attracted to images rather than massive blocks of 10 point font. A great picture tells a story that consumers can connect with and that concept extends into the social media realm.

Flipboard, a social magazine, pulls information from users’ social media feeds and transforms them into a vibrant,interactive digital magazine format that consumers can read on their iPads, iPhones and Androids. In fact, they just celebrated their 2nd birthday, further proving that the visual web is here to stay.

Why should you care?

In order to increase the likelihood that consumers will want to interact with your brand, you have to provide engaging content packaged in a visually appealing way. For example, social media feeds spew out hundreds of postings each day and can overwhelm readers.

Flipboard compiles that content and packages it in a digital magazine layout where readers can sit back and leisurely read through the topics that interest them. It’s not the best way to keep up to date with every single thing that happens on Twitter, but it does allow consumers to pinpoint their key interests, such as politics and music, and delve deeper into subjects they’re interested in, absorbing a message that is enhanced with pictures and graphics to aid in increasing understanding.

The takeaway

Consumers today don’t want to read a dissertation about your products or be talked at; they want a visually rich experience that tells a cohesive story that they can identify with. Images help prompt memory and aid in recalling information specific to your brand story. Pictures can easily be added into your communications materials and website and editing tools are widely available.

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There are also a multitude of applications that can take even the most novice photographer and turn them into a pro. As the transition to the visual web continues to grow, your business needs to adapt to the evolving media landscape; take the time to make content aesthetically appealing and provide pictures that tell your brand story in order to remain prominent on the visual web.

Destiny Bennett is a journalist who has earned double communications' degrees in Journalism and Public Relations, as well as a certification in Business from The University of Texas at Austin. She has written stories for AustinWoman Magazine as well as various University of Texas publications and enjoys the art of telling a story. Her interests include finance, technology, social media...and watching HGTV religiously.



  1. business telephone

    August 30, 2012 at 2:20 am

    When I heard about Flipboard, i downloaded it right away and when i started using it, it makes me realized that this is really what i need, it’s like an organizer of your social networking sites. I am enjoying using it until now. 

  2. Pingback: Flipboard makes one hell of an update - go revisit if you forgot the app exists - The American Genius

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