Importance of Visual Content in Marketing

The old idiom “A picture is worth a thousand words” has become the new maxim.

We often experience food with our eyes before tasting it, the same goes with content too. Today shoppers are addicted to visuals and make purchase decisions based on the visual side such as images, gifs, infographics, videos, 360 degrees videos, photos, screenshots, presentations, memes, etc, that instantly triggers the audience’s nerves with highly engaging and attractive content. No wonder, visual content became a ubiquitous part of modern life.

Human perception is scientifically visual, which is why people remember 80% of what they see and only 20% of what they read. Moreover, such visual and written content gives more ways to elaborate video and image content throughout the years, for example, content marketing strategies may be being coordinated by a new revolution in how engagement is created by audio content.

Modern consumers particularly millennials, prefer visual communication like Snapchat or Instagram to text. Visuals help in conveying information about the situation, setting, mood, and feelings associated with the product, as a result, firms have started using visual stimuli to shape consumer perceptions about the brand in the form of brand logos, advertisements, store decorations, social media and much more.

What a Visual Content can do for your brand?

Let’s talk in numbers

  • Boost Traffic

The study reveals visual content attracts 2-3 times more monthly unique visitors and the average time-on-platform spent per visitor was double. This results in over 157% more search engine traffic, a 100% increase in unique visitors, and more than 63% more page views. Stunning, right?

  • Upsurge User Engagement

The comparison between the engagement rates before and after the implementation of the visual content showed that the brands gained over 14% more user engagement, 46% content engagement, and 65% more in interactive engagement.

  • Multiply Sales

The time needed for the comprehension of visual content is sensibly shorter than the one necessary for an all text message. Visual content is 43% more effective in convincing an audience to make a certain decision and can convey emotions instantly. As a result, users are 85% more likely to purchase a product after watching visual content.

  • Prove Expertise

Using visual content, your brand can develop a visual demonstration of its products, present testimonials from clients, convey condensed success stories, with the product as the hero, transmit installation instructions and how-to manuals, organize training sessions for the professionals, and much more.

  • High Conversion Rate

If you are willing to increase your brand awareness and drive conversion, visual content can help you achieve it. How? When people talk about your brand more often, the brand awareness increases manifolds and so does the conversion. Visual content is more likely to be shared across the respective platform, between friends, family, and business partners. It is eye-catching and has a direct effect on human emotions.

Visual Content in Action

Back in 2014, Volvo Trucks opted to show it in action through one of the most memorable demonstrations. They employed a celebrity (Jean-Claude Van Damme) to do one of his famous splits with the soles of his feet on the mirrors of two Volvo trucks driving backward. This clever ad was viewed more than 80 million times (half of the views of the channel itself) and raised the number of subscribers to over 126 thousand.

Another example is Nike

Nike has made a lasting impression on the entire world with a video advertisement with the strongest emotional appeal in response to racial attacks. Simple video animation on YouTube titled For “Once, Don’t Do It” reached over 1.2 million views from May 2020 to May 2021. During the pandemic, the brand stood out to be a real brand leader, demonstrating a high degree of social responsibility and a humane attitude.

What trends are ruling in Visual Content?

  • Ephemeral content: Ephemeral content, the one that is available for a limited time (usually 24 hours). Such photos, videos, or live broadcasts are very popular on social networks Facebook, Instagram, Snapchat. This type of content is associated with the need for immediate response and encourages consumers to make purchasing decisions faster.
  • Stories: Instagram and other Stories that can have special features in them such as polls, boomerangs, layouts, and filters.
  • Campaigns: Campaigns are changing the focus from the information to the experience of the customer.

Visual content has a strong relationship with human nature. Its impact and ease of production with creativity are critical factors in favor of marketing engagement through visual content. However, having a solid strategy on how to visually enhance your content is a must to give you an edge over your competitors.

If you too are willing to achieve the desired reach and recognition and make your marketing investments more efficient, explore our visual content services now.

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Ashwini works as a content strategist at Manal Agency. Armed with her intensive research and analysis, she crafts cohesive content that aligns with the brand. She crafts & strategizes the content on diverse topics that aim to educate, entertain, inspire, and engage the readers.
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