With the Paris 2024 Olympic Games on the horizon, businesses are preparing to capture the attention of over a billion global viewers. While high-profile sponsorships and national TV airtime might be out of reach for many small businesses, digital marketing offers a nimble and cost-effective approach to reach and engage audiences.
A leading platform offering premium images, illustrations, and videos to small and medium-sized businesses (SMBs) and enterprises (SMEs), 40% of small business owners identify acquiring new customers as a significant challenge for profitability. This highlights the crucial role that effective digital marketing plays, especially during major events like the Olympics.
Camila Picolli, Global Head of Digital Marketing at iStock, commented, “The customer acquisition challenges highlighted by our VisualGPS research underscore the importance of impactful, standout advertising. During high-impact periods like the Olympic Games, visual content such as images and videos can capture attention and drive engagement. Small businesses facing difficulties in attracting and retaining customers should leverage the power of visual marketing to stand out.”
To help small businesses craft an effective marketing strategy during the Olympics, iStock experts recommend five key strategies:
Foster Authentic Connections Through Realistic Visuals
iStock’s research shows that 70% of people feel more connected to businesses that portray a diverse range of behaviors and personalities. To make your Olympic advertising more engaging, use visuals that reflect a variety of people, including different ages, body types, and abilities. Highlight the Games as a celebration of shared experiences and social interactions, rather than just focusing on elite athletes. This approach will resonate more deeply with your audience and enhance their connection with your brand.
Leverage the Impact of Video Content
VisualGPS data reveals that 82% of people globally are inspired by videos on platforms like YouTube, TikTok, and Instagram, yet only 11% of SMBs and SMEs utilize video content. Consider creating tutorials, behind-the-scenes footage, or product explainers that tap into the Olympic excitement. Using stock video clips can help maintain a professional appearance while effectively conveying your message. Integrating video content into your strategy can significantly increase viewer engagement and brand visibility.
Enhance SEO with Visual Content
While SEO is traditionally associated with keywords and written content, visual elements play a crucial role in boosting search rankings. High-quality images and videos can improve your content’s discoverability on platforms like TikTok, Pinterest, and Alphabet. Use the same keywords for your video and image titles, descriptions, and social media posts that you use in your text to optimize your content’s reach and effectiveness.
Invest in High-Quality, Trend-Setting Images
VisualGPS research shows that 87% of people trust professional photography for authentic content. While custom photoshoots can be costly, high-quality stock images and videos provide a budget-friendly alternative. Opt for an image library like iStock, which offers a range of exclusive and contemporary visuals that align with current trends. Their AI technology allows for the customization of stock images, making them adaptable to your specific project needs.
Harness the Power of Generative AI
According to iStock’s VisualGPS, 42% of SMBs and SMEs are now using AI-generated images for marketing. When deciding whether to use AI or traditional stock or user-generated content (UGC), consider the benefits of AI in terms of time and cost savings. Focus on creative AI-generated concepts that capture themes of ‘competition,’ ‘teamwork,’ and ‘celebration’ to reflect the Olympic spirit. Choose AI image generators like Generative AI by iStock, which provide legal indemnification and ensure safe use for commercial purposes.
By applying these strategies, small businesses can effectively engage with their audiences during the Olympic Games, leveraging this global event to enhance their visibility and drive meaningful interactions.
