An underrated tool most marketers ignore — visual content. In the past, online marketing only consisted of text. But now, marketers need to start considering visual content as a viable option for their marketing campaigns.
Why? Because 90% of the information transmitted to our brains is visual and because we are limited to reading at 200 – 300 words per minute while processing images at an average rate of 1,000 words per minute.
Take your visual content game to the next level with these 7 simple tips:
Table of Contents
1. Images Will Get Your Attention First
Images are obviously more powerful than text. Because of this, it’s important to use visual content in conjunction with text-based content to enhance the overall message. The “story” behind your content and the images and videos you include will help your audience better understand what you are trying to get across.
What kind of emotion do you want to evoke in your audience? Are you trying to set a friendly but witty tone? Are you trying to scare them into buying what you’re selling? How can the company solve a problem that your audience faces?
Your visual story must align with your sales and marketing goals, or you are wasting your precious marketing budget!
2. Images Can Make Your Content Pop
How much do you know about the content? How long does it take to read the article? Do you have time to read all of it? Of course not! Most people scan text and then decide whether or not they want to continue reading. (Although, if you are reading this, we are guessing that scanning is not your thing.
Hence, make sure you make the most of your visual content. Don’t be afraid to bring in different colors, fonts, styles, and objects. Mix it up so that it is interesting and eye-catching.
Most importantly, choose images that best represent your target audience! Remember, people today are busy, and they want to know what they’re getting without reading a lengthy blog post. So it’s also important to make sure your visual content is SEO-friendly!
3. Use OTT Video to Entertain and Inform
Forget about the old, outdated strategy of using text-based or “traditional” video for your content. This new format is referred to as Open-loop video. In an old-school linear video, the user watches a video from start to finish without him or her being able to leave the screen. This is not the case with OTT videos.
OTT allows each user to stop and start at any time, which makes this type of video more engaging. This means that users are more likely to watch the entire video. If you’re going to use video in your content, this is the best way to do it.
4. Users Are Attracted to Positive Content
As stated previously, 90% of all information transmitted to our brains comes through visuals. This means that whatever message you want your audience to get, you have to ensure that a positive and entertaining element accompanies it.
A good rule of thumb is to find a balance between the two. For example, let users know the benefits of your product or service area, but don’t tell them too much about it (unless it’s part of an existing strategy).
For instance, a real estate company in the Philippines wants to promote its upcoming sale. Instead of just listing the price of the units and the percentage off, they could use a visual representation to add more information to their content.
5. Use your follower’s content.
To show your followers that you appreciate them, use their content. This will reinforce the community/relationship component between you and your followers and give them a sense of pride. It’s a win-win for both parties involved.
Just take a look how Abercrombie & Fitch and Teen Vogue on how the TikTok community became a medium to hype the “preppy surfer” look. Although they pushed brand partnerships and sponsored ads, most of the credit comes from user-generated content.
6. Over-use your images
People are visually-oriented. If an image is not appealing, they will simply move on to the next one. They’re not interested in reading a boring text that’s hard to make out. A good rule of thumb is 99% visual and 1% (or less) text.
Remember, we are all busy nowadays, so don’t bombard your audience with too much information in one post; only a few visual queues will do.
7. Tap the emotional side of your customers
It’s all about emotions. So, you need to tap into what people feel when they come across your website. You want them to feel comfortable interacting with your brand and even sharing it with their friends — this is the step towards effective viral marketing.
If you’re selling a fashion brand, get inspiration from how people are dressing these days or what trends are trending among young adults in your area. This is where analyzing your audience comes into play.
Long story short, people are more inclined to read and relate to something that contains both visual and text content. Therefore, if you want your audience to understand your brand message, you NEED to use visual content in all of your marketing campaigns.
Keep in mind the tips we’ve provided above, and you’ll be on your way to a successful marketing campaign.
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