Executive Brief 1


To: VP of Marketing

From: Dylan Tosti

Subject: Executive Briefing #1


Social Media – the Vehicle; Visual Content – the Driver

Social media presence is an effective driver of traffic to any website, but cutting through the noise can be a challenge. Standing out on those platforms can be made easier with the utilization of visual content.

According to Je Matthews, Co-Founder and CEO of marketing firm Tagkast, photos and videos are one of the most effective ways to communicate on social media, as platforms like Facebook continue to modify their layouts to highlight photos and graphics.[1]

Social media management platform Buffer reported that tweets from their own Twitter account with embedded images received 18% more clicks, 89% more favorites, and 150% more retweets than tweets without images.[2]

Digital marketing journal Minterest listed the top social media platforms that can drive traffic to websites. Listed near the top are the following platforms, all of which promote image sharing:[3]

  • Facebook – over a billion active users can share posts to friends on a platform that highlights photos and graphics
  • Twitter – the second largest social media platform where tweets with images perform better
  • Pinterest – site based on pinning images that drives more traffic than Google+, LinkedIn, and YouTube combined
  • Instagram – image sharing platform with 500 million MAU[4]

I propose that you allocate both financial and personnel resources to the routine creation of visual content. Since one image can be posted on multiple platforms, a relatively small input has the potential to create massive output in the form of traffic to our site. With your approval, I can lead this initiative immediately.


[1] Website Magazine, “How Brands Can Still Reach Consumers on Facebook,” by Je Matthews, https://www.websitemagazine.com/blog/how-brands-can-still-reach-consumers-on-facebook

[2] Buffer, “How Twitter’s Expanded Images Increase Clicks, Retweets and Favorites [New Data],” by Belle Beth Cooper, https://blog.bufferapp.com/the-power-of-twitters-new-expanded-images-and-how-to-make-the-most-of-it

[3] Minterest, “Over 30 Hand-picked Social Media (And Web 2.0) Sites To Drive Traffic To Your Blog,” by Mahesh Mohan, https://www.minterest.com/drive-social-media-traffic-to-your-blog/

[4] Hootsuite, “A Long List of Instagram Statistics That Marketers Need to Know,” by Sydney Parker, https://blog.hootsuite.com/instagram-statistics/