We’re used the old style of advertising — magazine spreads, billboards, TV commercials. If you had asked us 20 years ago if that kind of visual marketing content was worth investing in, we’d say yes in a heartbeat.
Times have changed. These forms of marketing are associated with business giants and global consumerism, not small businesses. The digital age of marketing has in turn created a new type of visual media. From Internet banners to infographics, Twitter picture attachments to videos on YouTube, visual media has taken on an entirely different form.
This kind of visual media is more accessible, but is it worth investing in? This will be another one of those blogs where we answer your question pretty early on: yes.
But Why Visual?
You can honestly put “visual” in front of almost any form of digital marketing and make it more appealing to your everyday consumer. Social media marketing is drab now — visual social media marketing is the newest thing. Why stick to boring content marketing when you could market visual content?
SociallySorted offers a nice little history of social media and its move from long-form blog content to visual media. You’ll notice that with each step towards visual content as a focus, blogging condensed bit by bit. We’ve moved a long way from WordPress posts with a thousand words. Now everyone is all about the new viral tweet with four images and barely 20 characters.
In short, visual media is eye catching without requiring someone’s entire attention be devoted to it. They stare briefly, get the message and move on. Still, for all these quick transactions, leads are still generated and businesses gain from micro-engagements.
If you’re looking for more concrete reasoning, don’t worry — we’ve got it.
1. Engage Users
Perhaps the number one reason to invest in visual content is because of user engagement. Again, Internet users like to use their eyes for light reading and image sharing — if they wanted to read an essay, they’d go back to grad school. Visual content pieces can up your content engagement stats by over 50%. You can inspire a lot of engagement with a great pic and snappy copy text.
2. Brand Identity
Your brand is almost entirely visual — why shouldn’t your content be, as well? Portions of your brand are much more conceptual, like its voice and personality. Other areas like color scheme and logo, though, rely wholly on visual engagement to be understood. If you want to ask yourself why visual content marketing works, ask yourself why people identify so strongly with logos that they become part of the cultural zeitgeist.
Yup. We’re talking about user generated content (UGC) again. With the introduction of smartphones into our cultural norms, anyone can be an expert photographer as long as they have the newest iPhone. However, not everyone can write a killer blog — and who has the time?
The reason UGC is mostly visual is because visual mediums are more accessible. You need a phone to take a great photo, but you need a degree and/or writing experience to craft a great blog.
4. Traffic Stats
Want to boost your visibility and traffic statistics? Visual content can do that for you too. Visual focused sites typically outdo non-photo-based competitors when it comes to referrals. Visually engaging stimuli are more likely to draw people into your site or social media feed, as compared to black and white walls of text.
5. Short and Sweet
Finally, we’ll keep this pretty finite like the subheading suggests: visual content can take large amounts of information and condense it all into something that’s pretty small.
How long does it take you to read a book as compared to watching the movie based on said book? The same logic applies here. The only difference is that unlike the war on book originals and movie adaptations, visual content largely wins out.
Looking for more ways to improve your visual content marketing? Avoid making these common mistakes.