New contest application uses photos to share stories

Wishpond's photo-contest app allows brands to easily create and share photos across social networks and websites and engage users with content.

What: Wishpond's photo-contest app allows brands to easily create and share photos across social networks and websites and engage users with content.

Launched in early January, the app is part of Wishpond's marketing suite of products, which includes a Pinterest contest app. Single-user accounts start at $29 per month, and agency rates start at $195 a month for up to five people.

How: Users log on and initiate a photo contest on multiple channels such as a website, Twitter, or a Face-book account to foster deeper engagement with users.

The app integrates directly with the brand's analytics dashboard. Brands can use it to send targeted emails to customers based on age, gender, location, and likes pulled from Facebook.

Users can monitor real-time analytics for each photo contest on their campaign report page to moderate contest entries. They can also put up a like gate to have consumers follow a brand's page to enter a contest.

Why: The engagement and power of photos is easy to create and share, according to Wishpond product manager Nick Steeves. "Photos are the most shared type of content, especially on Facebook. They are simple to produce and an easy way to capture a story."

Visual marketing is increasingly becoming the way to engage consumers, especially on social media. Photo posts on Facebook pages received 53% more likes and 104% more comments than the average text post, adds Steeves.

When entering a contest, a consumer can upload a photo that can automatically get shared via the Facebook open graph or on a blog or website.

Who: The app is targeted toward small- to medium-sized businesses and brands, according to Steeves. "We found businesses in our target market don't have that savvy when it comes to design or don't have the time," he says. "So we went and made it simple for them." 

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