In the customer age, a well-thought-out content strategy is essential to survive on the market. But often that is unfortunately not enough to stand out from the crowd as a company.
Visual content, therefore, offers companies an optimal marketing opportunity to stand out from the crowd and communicate their content appropriately. Because it applies “image before text”, Ascending trend. But what exactly does visual content mean, how do you produce it for your company, what content works, and how do you know whether it has a positive effect on the company’s goals?
Especially in times when “Visual Search” is on the rise and content has to be packaged more and more “bite-size” and the average time for users to search for information is getting shorter, you should open up to the topic and integrate visual content in your marketing strategies in the long term.
In this article, we clarify these important questions and give you tips on how you can pimp your marketing with Visual Content.
Visual Content – Definition: This is visual content that serves to convey information. This content can both stand for itself and support other content.Tweet
Visual Content – The Future of Marketing?
According to Forbes, visual content is “The Future of Storytelling”. In the digital age, in which potential customers have almost unlimited access to information and are exposed to a veritable flood of information, it is important to present its content concisely and at a glance. You have to meet with your messages the short moment in which the user perceives them.
The solution is Visual Content. Specifically, this means the provision of visual or supplementary audio-visual content on, e.g. B. Websites or in social networks such as Facebook, Instagram, Youtube, or LinkedIn.
The content formats include, for example, videos, photos, infographics, visual statements, diagrams, screenshots, gifs or cartoons. This opens up many options for how you can support or even replace your content marketing, more precisely the strategy of storytelling.
Off to memory
Visually prepared content not only aims to stand out from its competitors and to increase the conversion rate in the long term – there is still a direct advantage! Information that you convey in this way is perceived by your users much faster and less often forgotten.
Various studies in psychology in recent years have shown that we absorb visual information 60,000 times faster than pure texts. Also, around 90% of the information processed by the brain is visual. The connection between a high level of memory and visual content is also confirmed by the fact that almost 70% of people associate themselves with the visual learning type. This could probably be an indication that the popularity of visual content is steadily increasing.
Effectiveness of images
An indication of how important it is to integrate visual content in marketing strategies is that the readiness to read or consume content increases by around 80% if color representations are included. Facebook posts with visually designed content also show 94% higher user interaction than plain text posts. On Twitter, tweets with pictures have a 150% higher retweet rate, and landing pages with videos have an up to 86% higher conversion rate. In the coming years, video traffic on the net is expected to increase significantly and account for a large part of the total traffic.
However, visual content marketing not only increases user engagement and reach for companies. Also, the use of visual content also helps to improve SEO rankings, increase brand awareness and increase sales through incoming links.
So there are many reasons to take a closer look at the various options for implementing visual content.
Infographics are particularly good for clearly presenting important content and complex relationships. Especially in the case of products or services that require in-depth explanations, it is worth using a simplified description to emphasize the key message.
In addition, they are shared more often on social networks and are often used by third parties in blog articles or the like. Used to explain certain processes or topics. By sharing and using third parties on external platforms, brand awareness increases in the long term.
This type of content is used particularly in social media and is often shared by users on their profiles. Statements with which the user can identify or suitable quotes are placed over meaningful photos. It is important, however, that they are more subject to the laws of storytelling and do not contain classic product advertising. In the B2C area, visual statements tend to focus on the image of the brand and the reach.
most important or prominent results clearly and at a glance. Diagrams are suitable for various channels, as a concise posting in social media, as a supplementary visualization in a blog post, but also as a reinforcing statement on a landing page. Statista forecast for worldwide sales of connected devices by 2020
This type of visual content can be implemented quickly and easily but is not always suitable as a useful visual design element. Screenshots must always have a specific reference to a specific issue.
They are popular and above all a really useful support, for example in practical how-to instructions. There they underpin step-by-step explanations, e.g. B. for using a product, solving a problem or using a service. In addition, they also provide good insights into software products, so that the potential buyer has a certain look and feel of the product or the graphical user interface in advance.
GIF, short for Graphics Interchange Format, is a graphics format that allows lossless compression of images. In addition, several superimposed single images can be saved in a file, which are interpreted as animations by web browsers, for example.
GIFs have become particularly popular in social media communication, but you can also often find them in blogs that sound casual. At Giphy you will find a large number of GIFs on various topics that can be used with the appropriate source. You can also create your own GIFs there. However, you should be very careful with the use of GIFs, because they do not fit every brand and not every marketing channel.
The moving image, the medium that has experienced a real boom in recent years. YouTube, as a video network, has become the second strongest source of organic traffic in e-commerce after Facebook. Youtube videos are shared on pretty much every social media channel and very often integrated on websites, across all industries.
For most marketers, video content is the content with the highest ROI. The likelihood that a user will buy a product increases by 181% after watching a video.
The following applies to the video format: Everything can, nothing has to! With videos, you have an incredible number of options for presenting your content. From image films, instructions, product presentations and applications to webinars and interviews with practice tests, you can achieve a lot here.
However, many possibilities should not tempt you to publish the same videos on every channel. For example, always adjust the length of the videos to the content (product description, explanatory video, interview, etc.) and the respective channel (Facebook, LinkedIn, etc.).
This was just a small selection of options for visual content that you can use for your company, your products or services to anchor them in the perception of potential customers.
Strategy and implementation
In theory, it all sounds nice and simple, but visual content marketing also presents companies with some challenges. The production of target group-relevant content and its publication on the appropriate channels requires the corresponding know-how about the behaviour of the own users and potential target groups.
To find or create the right images or formats, you should, above all, be clear about what you want to communicate with whom in which medium.
You cannot exploit the full potential of Visual Content if you use it wisely on all channels. You should work out a suitable strategy that suits your company, the brand and your products. Analyze suitable formats and channels that suit your target group.
Develop your style
As already mentioned, it takes a lot of preparation to use and optimize visual content. It’s just not enough to brand stock photos or share funny GIFs. Therefore, you should consider the following tips.
Creativity and originality
The most important thing is to be authentic and to convey your messages credibly. Because only if the visual content harmonizes with your brand will it be successful. You should always keep an eye on current trends and adapt them if they fit your communication strategy. Try to make your content entertaining and informative to attract attention.
Stick to your corporate design and follow the rules of your internal style guide. Your users expect continuity in all of their external communication. Do not suddenly try to use other colours, fonts or typographies just because they are trendy. This only creates unnecessary confusion for users.
Be aware that each channel works differently and take this into account when creating visual content. Images that are successful on Instagram do not have to perform well on Facebook at the same time. Visual content on landing pages may not be optimal for social networks. So try to individualize your content for your channels.
Do not commit yourself to a format, but use different offers of visual content. Try out different options and surprise your users with new elements. Design visual content with text, sometimes without, sometimes with sound. Use an illustration or a meaningful photo.
To find out which visual elements are successful on which channel and whether there is a need for optimization here, you should analyze your content. So you can quickly determine whether z. For example, linked images perform better in your email marketing than linked text. With analytics and the use of campaign tracking, valuable data on the performance of various elements can be collected. Use campaign parameters to find out which content is more popular and get more clicks, or track your videos to find out whether your users watch them in full or jump off immediately.
Without the appropriate data, you have no insight into the actual success of your visual content strategies. This is the only way you can make improvements or eliminate elements that do not work at all.
There are many reasons to enrich your own communication elements with Visual Content. However, keep in mind that developing strategies and creating the right content for the different channels involves some challenges and takes time to prepare.
Nevertheless, it is worth it, because the success figures combined with the steadily growing demand speak for themselves. So offer your users a visual added value, and you will see that you will be rewarded for it.