5 Types of Visual Content to Include in Your Marketing Strategy
If you’re starting a new marketing campaign, or if you already have one running that needs to be re-energized, your content should encourage engagement and growth. Text-based content is always going to be an important part of your marketing, but to really set yourself apart, visual resources must play a critical part in all of your plans.
The Social Science Research Network says that 65% of people are visual learners and the visual teaching alliance says that 90% of information that comes to the brain is visual, therefore it makes sense to use content to which people have an innate psychological reaction.
Here are 5 types of visual content to include in your marketing strategy to encourage growth and engagement.
With the oversaturation of digital content, attention spans are shorter than ever, which makes content presented in big blocks of text very off-putting. When you break up a body of text with compelling images, people will be more likely to finish and enjoy reading what you’ve written. But, this is only if the images you're using are both relevant and high quality.
Custom images (vs. stock photography) add a much more personal touch, but if that is not an option, there are many resources for high quality images to complement your content. Some great examples would be Unsplash or Shutterstock.
While there are much cheaper types of visual content available, a great video shows that you're willing to go the extra mile with your content. Plus, viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. There are several kinds of videos to incorporate into your content — how-to videos, demonstration videos, or even a customer testimonial. However you choose to incorporate videos into your content, it’s important that they hold true to your brand and mission. And much like any content you create for your brand, consistency is important. Not taking the time to align your new video content with your overarching brand can cause confusion for viewers.
A cross between a static image and video, GIFs are a looping animation, usually only a couple seconds long. They’re easy to consume and share on social media, and when done correctly, give off an eye-catching, professional vibe that indicates your business understands internet trends. GIFs can also be used to convey emotion and show your brand's human side, which can help you stand out from your content competition.
These data-driven visuals can make even the most dull data come to life. And if promoted well, your visual may be shared across social media platforms, which means more views for your brand.
Wondering about GIFographics? GIFographics are just infographics on steroids. The addition of small animations to your infographic creates eye-catching visuals to help carry the reader through your content.
Watch out, though — it can be easy to get carried away. When creating infographics or GIFograhics, it's important to remember your narrative. What is the main message you're trying to get across with your data? Don’t simply use this as an opportunity to show off your skills with Illustrator. Invest time and energy to collect sound data, analyze it, and provide insights in a story that can be told visually through your infographic. You can learn more about infographics here.
When researching a product or brand, consumers often go to social media first — even before they visit the company's website. Word of mouth drives 20 to 50 percent of purchasing decisions, so shared reviews help to build brand awareness and increase sales.
What can possibly be better than a positive review of your product or business from a happy customer? A designed graphic containing a positive review can be a powerful asset to share on social media platforms because it reinforces to consumers that they’re buying into something worthwhile. User-generated content (or UGC) is some of the most influential content you can have on the internet.
The bottom line is: high-quality visual content resonates with people, and promoting it on a regular basis will help your reputation and the awareness of your brand skyrocket. However, consumers are not blind to bad quality content. If you can’t provide images, graphics, and video that users find valuable, you’ll end up doing more harm than good. Always consider the needs of your audience and don't put out content just to stick to an upload schedule. Like any content, it’s the quality that counts, not the quantity.
Written by Stephen Drake
Stephen designs and implements omnichannel marketing campaigns focused on company growth, increased revenue, and considered purchase. His background includes print and digital design, project management, social media, and content strategy. With over a decade of combining his marketing strategy know-how and design proficiency to navigate complex challenges and multidisciplinary projects, Stephen is a Designer and Social Media Strategist for Icon Marketing.