5 Ways to spice up your visual content marketing strategy
Is your content marketing strategy missing something? If you feel like you’re lacking a key component in 2016, it’s possible that your visual content strategy isn’t up to par.
If so, it could be time to spice things up with a variety of popular techniques.
The human brain and the rise of visual content
In case you haven’t noticed, we all - as a global society - are on a path to visual domination. In terms of marketing, this rise is usually characterized by the dramatic increase in visual content.
To put things directly into perspective, consider this stunning fact. In the entirety of human history up to 2011, it’s estimated that 3. 7 trillion photos were taken. However , in 2015 alone, there was 1 trillion photos taken. And that doesn’t take into account the number of periods the same photos and images were contributed and viewed by other people. Aside from getting very interesting, this shift shows precisely how important the average person perceives photos to be.
This rise in visual content is the result of abundant mobile devices, widespread availability of the internet, and the surging popularity of social networking sites. However , there’s also a much more genetic side to this trend.
“The reasons behind the explosion and impact of this visual content are also tied to the biological mechanisms for how human beings consume information, ” Gerald C. Kane and Alexandra Pear point out in their content about visual content in the MIT Sloan Management Review.
“Sight is our strongest sense: 90% of information transmitted to the brain is visual, and 40% of nerve fibres to the brain are connected to the retina, ” they continue. “As a result of this hardwiring, visuals are processed faster in the human brain than text. Not only are visuals processed faster, they are processed better. Some suggest that 80%-85% of our understanding, learning, cognition, as well as other mental activities are mediated through vision. ”
In other words, the brains are hardwired to crave visual content. As technology continues to improve and marketers become significantly aware of the human proclivity for visuals, we’re seeing visual content marketing and storytelling strategies rise to prominence.
Are you carrying out everything you can to connect with users via visual content, or are you still counting on archaic, text-based strategies that fail to package the same punch?
It’s definitely not easy to dramatically shift from one approach to another, but it’s categorically necessary in 2016 and over and above.
5 tips for better visual content
In the coming months, it will be wise to shift your attention to visual content. It’ll take time, but you’ll notice results soon after placing an emphasis on such things as images, video and infographics.
Here are a few specific tips to help you get started:
Target visual social media platforms
You can find currently dozens of popular social media platforms. If you try to develop a strong presence on each of them, you’ll quickly deplete your assets and end up with poor results. Instead, you should pick two or three platforms and spend your time and energy investing in them.
By targeting visual social media platforms - such as Vine, Instagram, Snapchat, Pinterest or Periscope : you can leverage the marketplace’s affinity regarding visual content. While there’s nothing wrong with Facebook and Twitter, they basically don’t have the visual influence.
As a rule of thumb, don’t “tell” if you can “show. ” Whenever possible, rely on powerful images, videos, visuals, and animations to creatively express your brand’s value. With regards to visual social mass media, quality is preferred over quantity. It’s perfectly fine to reduce the number of times you write-up each week in favor of generating better visuals. Volume of posts may generate better short term results, but high quality images will get shared and viewed more later on.
Use on-site photograph galleries
When it comes to site content, visuals need to make up a high proportion of the overall content. By using visuals, you can say more with less, establish a cleanser layout, and create more memorable website experiences with users.
Aside from using immersive, high-quality visuals on the website (such as in this example from Quechua), consider integrating more visual elements on internal pages. A single effective strategy is to use photo galleries (such as in this illustration from Pool Guard).
Photo galleries good because they allow you to preserve a minimalist design, while still being able to present a handful of images that customers find valuable. Photo galleries and museums are particularly useful for portfolio pages and product landing web pages.
Leverage emojis in SMS marketing
Have you been using emojis? You know… those foolish cartoon faces and symbols that your kids use when sending text messages their friends. While emojis may seem fleeting or shallow, they’re actually becoming a visitor attractions. If you’re investing in TEXT marketing, then you also needs to be using emojis.
However , don’t let the light-hearted nature of emojis cause you to become careless. There’s actually plenty of strategy that goes into highly effective emoji marketing. This guide from Hootsuite is a good place to start. Since you’ll see, there’s ample room regarding creativity. But there are also plenty of “do’s” and “don’ts. ”
Emojis should always have a purpose and are ideal for real-time engagement. Never use emojis to communicate serious messages and be sure to accompany long messages with plenty of textual cues.
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Spend money on Infographics
Businesses are becoming increasingly adept at collecting data. But the only way to make data valuable is by clearly conveying the takeaways to your audience. Traditionally, boring spreadsheets, charts and graphs have failed to yield positive results. That’s exactly why many marketers are now turning to robust infographics.
While infographics may look complicated to design, the truth is that they’re relatively easy when you have all of the data readily available. There are a variety of tools - some free of charge and some paid : that can be used to reduces costs of the design process. Find a couple that fit your style and begin using infographics inside your content strategy. Infographics are highly shareable and often gain plenty of referral links.
Make product descriptions visual
If there’s a single area of your website that absolutely needs images, it’s product web pages. While textual descriptions certainly have a place on these pages, it’s becoming apparent that customers want to see more images and videos in product descriptions.
By providing images from multiple sides - and possibly also tutorial videos : you can help customers overcome their hesitancies and feel more comfortable with the product. This is something clothier Allen Edmonds does properly. Their product web pages - such as this a single - feature images from all achievable vantage points. What this means is more satisfied customers and less results.
Bring your visual content strategy to life
According to this infographic from Contently, people remember 10 percent of what they hear, 20 percent of what they read, and 80 percent of what they see and do. Considering that one of the primary targets of marketing is to drive brand recognition, it makes sense that visual content should be a major focus. By focusing visual storytelling, you can instantly spice up your marketing strategy and luxuriate in the full benefits of your investment in authentic content.