Visual Content & Why It Is Important

It's a well-known fact the human race is drawn to imagery. Instagram, Tumblr and Pinterest are built on imagery – Twitter are Facebook aren’t far behind.

The web is full of opportunities to expand your online presence through a range of visual media that enables us to reach our target audience and beyond. There is a stark difference in what print media is able to achieve over the visual web.

 So you got yourself a fancy new website and a Twitter account? What now?

 Social Media is thriving with excellent content, but to connect with your audience you need to stand out from the crowd. 25% student discount’, ‘buy one get one free’ posts are not always the best way to promote yourself – you don’t necessarily need to give something away. You may connect with a large audience, but who’s to say they’re genuinely interested in your brand?

 So what would we suggest?

 Visual content – good visual content that looks impressive and is worth paying attention to. It’s by far the best approach and is proven.

 Why?

Visual content can be shared across a number of Social Media platforms, from tweeting and pinning to sharing on your wall or even your friend’s wall. This allows your audience to promote the business for you and start connecting with a new audience.

 The facts:

 1) 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than in text. (Original Sources: 3M Corporation and Zabisco)

 2) 40% of people will respond better to visual information than plain text. (Original Source: Zabisco)

 3) 46.1% of people say a website's design is the number one criterion for discerning the credibility of the company. (Original Source: Stanford Persuasive Technology Lab)

 4) Publishers who use infographics grow in traffic an average of 12% more than those who don't. (Original Source: AnsonAlex)

 5) Visual content drives engagement. In fact, just one month after the introduction of Facebook timeline for Pages, visual content - photos and videos, saw a 65% increase in engagement. (Original Source: Simply Measured)  (all facts sourced from HubSpot

  OK - So visual content is better. What is considered good visual content?

 The 2-3 Second Rule.

 You have a maximum of 3 seconds to get your message across. Make it short, snappy and to the point. Some people feel the need to add everything but their kitchen sink into posts, why? Don’t risk losing your key message.

 Any old picture will do right?

 Wrong! – Just adding an image to a post will not engage your audience, the image needs to be relevant to the post.

 Let’s take Starbucks as an example.

Facts - 36,363,111 Facebook Likes, 5.88M Twitter Followers

 Even though Starbucks has multi-million pound advertising and marketing budgets, this does not necessarily add to their social media success. It's all down to good content - and Starbucks has this spot on. Posting photos of their delicious coffee blend drinks, mouth-watering cakes, paired with cleverly written copy - they're a great example of social media success.

 

  What would you recommend?

 There are a number of resources available online that enable you to make slick visual content. Infogr.am is a great resource for quick infographics, although they are unable to be personalised to your brand, so it may be best to contact an agency that can help you nail your concept.

 Infographics are the perfect way to visually connect to your audience, it enables you to get a large amount of information/facts/figures into a graphic, without boring your audience.

This is just one good example of what's available to you and why it is important to have visual content while you're reaching your audience. Social media is about building a following that want to engage with you on a regular basis, visual content will make this job a lot easier.

 I’d also bet you read the infographic before reading this blog!