As Bob Dylan once said, “the times they are a changin’”. And we have to admit that he is right, including in the social media spectrum. A few years ago, social media was exclusive to certain groups but today they have expanded their reach in proportions one couldn’t even dream of before.
In terms of content marketing, the era of written content is being jeopardized because visual content is dominating the market. “If there’s no pictures, it’s not interesting” and it is true. From Facebook walls, we got timelines and Pinterest. Pinterest began as a simple recipe and DIY site, but now it has turned into the number 3 social network. Basing on this, it is a high time for those who are not yet in the visual bandwagon to get on it, or be left behind in the dust.
To help you see on why visual content is important, we’ve provided a list on why visual content is important in your marketing strategy.
1. Visual content gives Brand Identity
Visual content is important for marketers because it allows their target market to see the brand’s identity. Through this, companies are able to give their markets varied ways on getting to know them. Both create a personal, human attachment between the company and their customers, which then converts into a powerful impression on what the company's vision and mission are. What’s also good about utilizing visual content to foster brand identity is that it helps create an indirect brand experience which subconsciously promotes brand loyalty.
2. Visual content engages customers
In childrens’ books, children are easily engaged when the book as accompanying visuals to the text because they find pictures more interesting with words. The analogy is similar to adults as we find ourselves more drawn to pictures than a wall of text alone. That’s why posts with accompanying photos, as well as videos, have higher engagement rates with their target market seeing it. According to Simply Measured, a month after brands used visual content, their engagement shot up by 46% per post with posts having visuals engagements up to 65%. What’s good is that visuals can become subtle call-to-action posts which is important if you are trying to increase your conversions.
3. Narrows down and Eases up Information Overload
They say that a picture tells a thousand words and there is no doubt about that. In photojournalism, this rule is observed if they want the reader to be able to have an idea on what the article is all about in just one glance, and this is utilized for visual content. Given that today’s target market has a low attention span, it is important for content marketers to be able to capture and sustain their market’s attention for a certain amount of time, just enough to get their message across.
If you are unable to find a photo that could do that, there is also the option of using infographics, which is a combination of text and visuals to bring across information to users.
4. Visuals increases referrals and purchases
We’ve mentioned the rise of websites such as Pinterest and there is a reason behind that. Companies are now utilizing photo-oriented social media websites such as Pinterest to act as an online catalogue for their products. This is seen as a smart move as it reduces cost in printing out catalogue booklets and anyone can access it. According to statistics, it was also revealed that Pinterest helps increase product sales by 21% after a user has seen the product in the social media website.
What kind of visual content has worked or not worked for you? Drop us a comment and let us know what you think about visual content!