Humans are visual beings; there’s even research indicating that we receive about 90 percent of all our information about the world from visual stimuli.
In fact, the human brain is capable of receiving visual information about 60,000 times faster than verbal information. Why not use this knowledge to your advantage and start making your content more visual?
What is visual content marketing?
Visual content marketing refers to using images, photographs, videos, infographics, interactive content or emerging technologies such as virtual reality to present content in a visual format to attract audience to your website, products, services or brand.
It’s not just about getting people to check out your content. It’s also about making them more immersed in it and actually remember what you’ve talked about.
After all, in a world where 8 out of 10 people never read past the headline, you might want to change the approach to how you present this information to them.
And probably the best thing about visual content marketing is that it sparks interest more than any other marketing method and is easiest to consume by an audience.
Sure, if your aim is to merely boost brand recognition, any piece of content will do; however, if you aim to increase brand awareness, you need them to pay attention.
By visualizing data, you’ll transform these numbers and percentages into something tangible, something that they’ll actually understand and care about. This is what sending a message is supposed to be all about.
Here’s how you can facilitate your digital marketing efforts with visual content.
Triggering a response
When it comes to making your audience more engaged in your content, you need to find a way to trigger an emotional response from them. The simplest way to do so is to create a piece of content that is immersive enough.
Sure, you can definitely do this in writing. However, this means that you have to rely too much on the level of imagination of your audience, which is never a safe bet.
Also, keep in mind that old studies on learning styles indicated strongly that the majority of students are predominantly visual learners. This alone should be a pointer in the right direction.
Some of the most recent finds indicate that about 54 percent of all your online audience want to see more video content from the brand or business that they support. Other than this, we have a statistic that about 100 million hours of video content gets watched on Facebook every single day.
On top of this, you should add the fact that YouTube is currently the world’s second-largest search engine and you’ll get the full picture of just how important it is that your brand invests in video marketing as soon as possible. Still, it’s not just about making a video, it’s about directing and editing, as well as choosing the most suitable type of video for your brand.
There are many types of videos that you can choose from, ranging from formal addresses and announcements to your audience, all the way to comedy sketches and humorous commercials. Other than this, you can make teaser trailers, product demos, as well as guides and tutorials, which can provide your audience with some additional value. Overall, the very term video marketing is quite broad and it definitely requires some additional research on your part.
Another way in which visual content can help you improve your online presence is with the help of infographics. Some of the recent finds claim that infographics are 30 times more likely to be read than an article that consists of text alone.
Also, when it comes to Google’s statistics, every month, there are more and more searches with the word “infographic” in them. This alone can ensure a better position in SERPs, which is a direct boost to your digital marketing. Also, a great infographic is a great way to be discovered by those who browse google by the “image” category.
All visual content benefits from the fact that it can easily be transformed into a traditional marketing format and infographics are probably the best example of how this works. For example, certain pros can now even design them in a way that they can easily be transformed into brochures.
In this way, you get to design a single piece of content, while obtaining material for two separate mediums. Also, the message that you’re trying to send this way, thus, becomes accessible to a larger portion of your target audience, which just provides you with more exposure.
Images and photographs
More often than not, images and photographs are used to enhance textual content, not just as a standalone piece of their own. For this to work, they need to fit the idea thematically and be compelling enough for your audience to actually pay attention.
Just think about it, if the majority of people only skim through your content, the first thing that they’ll turn to in order to establish the topic at hand is to examine the image. If the image is conclusive enough, it will help set their expectations and increase their overall experience.
Knowing how to pick the right photograph type is an art form of its own. For instance, if writing a piece about a high fashion or giving fashion tips for the following season, you might want to go for something like ghost mannequin.
This will, once again, enhance the immersion of your audience by allowing them to imagine themselves wearing these pieces of clothing. If writing a touristic article, looking for beautiful, panoramic landscapes is a must. The list goes on and on.
One of the most important angles here is that you need to use original artwork in order to stand out. You see, when it comes to choosing images for your content, many people go for stock images, which can seem, more or less, homogenous and easy to recognize.
However, if you were to write a piece about the place that you yourself have visited, using some of the original photographs (even if their quality was not impressive) would be the best course of action. Keep in mind that this goes for the majority of content types out there.
Other than being authentic, which boosts the level of immersion that your audience will experience while going through your content, this also helps you become more unique. This means that you need to work with design professionals in order to get the most out of your content.
Design should be seen as an ideal model teaching us how things both great and small are bound together by invisible threads, as nicely explained by the lecturers behind a this bachelor’s degree in visual design.
Those who look for a way to bring their content into the next generation need to start seriously considering next-generation technology. First, you need to take into consideration virtual technology.
Having the ability to host virtual reality tours is something that has transformed a number of industries, ranging from real estate all the way to the event and travel industry. Due to the fact that this is a unique way to provide your audience with a hint of the experience that awaits them further down the line, this is just one of the things you can do in order to provide your digital marketing strategy with an edge.
Now, the biggest downside of virtual reality lies in the fact that not everyone owns a VR headset and a PC capable of running it. On the other hand, almost everyone has a smartphone, which is why we have such a boost in the popularity of AR (augmented reality) apps, ads and content in general.
One of the most interesting things about this form of content is the fact that it’s quite efficient and relatively inexpensive to produce. This alone ensures that the ROI of the project is quite admirable.
At the end of the day, there’s one more idea worth considering and that’s the concept of interactive content. One thing worth having in mind is the fact that this concept isn’t exclusive when it comes to visual content. In fact, its origins lie in the old pen-and-paper version of choose-your-own-adventure novels. Here, you would make a choice and based on it, you would skip to the paragraph marked by a certain number. With interactive visual content, you can watch the adventure, instead of reading about it and click on your options instead of searching for them in a booklet.
The fact that this concept is getting accepted and widely used even by the mainstream media is not surprising, seeing as how the control that the audience receives makes them more interested in the content at hand. Popular British science fiction anthology television series Black Mirror used a similar technique for an episode in its last season.
The only problem with this idea lies in the fact that you actually have to produce far more content than you would for its linear counterpart. Why? Well, because you have to cover even the options that, otherwise, wouldn’t be available.
As you can see, different forms of visual content can be used to raise your digital marketing to the next level. The effectiveness alone would be a reason enough for you to do so, as well as the fact that your audience both prefers and demands it.
While it is true that technology can be leveraged in order to create a stronger bond between the brand and the consumer, it’s also true that all these technological marvels are merely tools. The end result depends on how effective you are at using them.