The Image and Text Formula in Brand Social Media Posts that Really Works

Stefania Farace

Eastern Connecticut State University

Francisco Villarroel

University of Massachusetts Amherst

Aug 13, 2020

Over 3.2 billion images are shared on social media. The inclusion per se of any image in social media posts does not always translate into higher consumer sharing. What visual and verbal aspects generate a compelling social media post?  In this session Stefania Farace and Francisco Villarroel discuss their research on text-image relationships in social media and offer insights into how content managers can create effective multimodal social media messages.

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