Did you know that 90% of information transmitted to the brain is visual? Moreover, according to BrainRules, when we hear information, we’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, our ability to recall information increases to 65%.
Considering these facts, visual content becomes number one deciding factor for buying products and is more successful than any other tools of marketing communications.
As a marketer, it’s important to realize the value of visual content and understand how exactly you can get the most out of your marketing efforts by using visual content in your campaigns. But, when you think of an effective visual content, what comes to your mind?
4 Types of Visual Content that Works
Eye-Catching Pictures and Photographs
The first thing that any brand should use and utilize is photography. Especially when it comes to social media, pictures are much better because a lot of people do not like to read a lot of text. You have to think how this image is going to portray your audience. Is this something that they can use or is this something that you are posting just for entertainment? Think about how you are engaging with your audience with that image. Starbucks shows how to make creative visual content that describes what brand is about and at the same time delicately promotes their products. In their original photographs, Starbucks regularly informs about happy hours and other promo activities.
Also known as information graphic, an infographic is a visual representation of information and data put to you in the form of a chart, graph, or image accompanied by minimal text intended to give an easily understood overview often of a complex subject. Infographic is used by all major brands that mainly are illustrating interesting facts aimed at promoting their marketing campaigns. Red Bull demonstrates one of the greatest examples of using visual content to drive customer’s attention by producing videos, animated ads, and infographics. Red Bull’s Flying Car infographic describes the history of the flying car to get some attention to their International Air Race competition. One of the reasons their visual content works so well is because it always goes in line with their mission and tagline, “Red Bull gives you wings.”
Creating videos is a great way to boost your content marketing strategy as this is a unique tool for storytelling, which can be used on nearly all social media platforms.
You can create the video:
- To engage your audience by offering fun and interactive content and asking your users to take part in a contest or just create a ‘wow’ effect as Oreo did with their #OreoDunkSweepstakes that involved celebrities.
- To inform your audience by offering them tips and tricks about your product, or making a series of short how-to videos.
- To use video testimonials that are made by your loyal customers or brand ambassadors.
With so many video content that is trying to get viewer’s attentions, it has become very difficult for companies to stand out. That’s why using animated videos can be a creative way to tell your unique story to the audience. Animated videos can become a viral content which is the most sought after by marketers. According to Spiel, finding a creative way to mix up your visual content can allow you to express ideas more effectively and set your brand apart from traditional written content that is published every day. One of the best examples of moving away from traditional visual content is transforming static content into animated infographic. Although there is no exact answer on what kind of content works best, it is absolutely clear that variety should be a key to clever visual marketing.
Keys to Effective Visual Content
What does effective visual content mean? Here are the basic rules for a video content that will help you to captivate your audience.
- Combine Text with Visuals
This is one of the best ways to make your content stand out from others with appealing and useful facts. Any content is a means of information that’s why, insert informative text into the image, add a quotation or ask a question. If you include the text into the image, make sure it is laconic and clear. TripAdvisor can be an example of how brands make visual content both informative and engaging by asking their users about their travel experience and then including quotes into the images.
- Be Consistent with Your Content Creation
Everything you show on the visuals becomes a part of your brand identity. That’s why, always consider design, voice, and personality of your message that you deliver through visuals. If you have doubts whether this content goes in line with your brand, you’d better not use it.
- Make Your Content Diverse
Your users do not want to see the same type of visual content every day. Combine videos, memes, infographics and animation so that you could grab and keep the attention of your audience.
There is no doubt anymore that visuals have become a substantial part of marketing. Whether your business goal is to build an audience, enhance your brand or add more engagement, visual content can be both creative and fun way to achieve those goals.