The power of visuals in online marketing
The average adult consumes over 34 gigabytes of information per day. This equates to over 100,000 words and is more than five times the average of just fifty years ago. This is hardly surprising, given the availability of information in the modern age.
What is surprising is how little of this information remains in the brain. The Ebbinghaus forgetting curve suggests that people lose up to half of all new information they learn in an hour, and up to 75% in 24 hours. This is a major issue for marketers who want to make a lasting impression on consumers. The challenge is only getting worse with recent technological developments and the way people consume their information. Most people watch content on mobile devices, and around 91% of people say they prefer visual content to written content.
A smart marketer these days is one who understands the importance of visual content in social media.
The psychology of visual content
About two-thirds of Americans are visual learners. The human brain has an easier time processing visual information than text. We process visual content approximately 60,000 times faster than text. It only takes a few milliseconds to process an image while it takes up to a minute to read 300 words of text. Additionally, people only remember about 20% of the text they read, while they remember 42% of an image they see. In the battle of visual content versus text, there is a more memorable leader.
SEO and content marketing are also more connected than you might think. Visual appeal goes beyond marketing. Quick Sprout conducted research in 2019 which showed that most people will stop using a website or service if they have a bad experience with its appearance and are looking for a more visually pleasing alternative.
Infographics are one of the most popular trends in visual content marketing. An infographic from MicroCreatives highlights this by showing that 61% of marketers believe visuals are an essential part of any successful campaign. Statistics show that visual design elements like graphics and colors make people retain more information for longer.
The return on investment of visual content
Need more proof of the importance of visual content in social media or online? Consider these statistics:
- Image-based content marketing increases organic traffic by 175%
- Infographics increase traffic by 12%
- Posts with lots of visual content get twice as many shares on social media
- Website click-through rates (CTR) are up to 42% higher for websites with images
- Content with appropriate images is almost twice as viewed (94%)
The key elements of visual content in marketing
Now let’s come to the most important questions: what is visual content marketing? How to use it effectively? Here are the key elements for combining SEO and content marketing in a flawless campaign.
Use relevant images
You need to stick with images that work best for your audience and the platform you choose to get the message across. It could mean using different visual content for different parts of the audience. Avoid using stock images as much as possible, but if you do, find more relevant and personal. Of course, you should never ignore copyright laws.
Keep it simple
The principle of “less is more” applies to visual marketing as much as anything else. Use simple, clear images that are easy to understand. Think about the visual format involved, such as an animation, chart, or chart. Find a way to convey your information as simply and efficiently as possible.
Make sure it is easy to find
Visual searches increased by more than 27% last year. Make sure all of your images and videos are SEO and social media optimized to boost organic and visual searches.
Share visual content across all platforms and encourage readers to share it as well. Include social share buttons for easy sharing.
How to create stunning marketing visuals
Here are three things you should consider to create stunning graphics that will impress your audience and enhance your content.
The choice of colors is the key to visual content. It sets the mood and provokes emotional reactions. Using the right colors sends the right message to your audience. For example, yellow is the color of creativity and optimism while blue shows confidence and security. Red evokes feelings of excitement and urgency. For example, you’ll see blue used in a variety of tech and healthcare logos, areas where trust and security are important. Understanding how people react to certain colors helps create compelling visual content.
Natural light is another important aspect of any good photograph, video, or other visual element. You can always use darker images to evoke different feelings, depending on your content and what you’re trying to communicate. Otherwise, stay with natural lighting. Soft natural light evokes a feeling of peace and puts people at ease. No matter how you use natural light, you’ll find it dramatically improves the impact of your content.
Show your lighter side
You don’t have to be so harsh and rigid with your images, unless that’s the look your customers expect and want to see. Letting your guard down and showing your human side does a lot for some people. Don’t be afraid to showcase the lighter side of your business like fun Halloween costumes etc. Letting the audience see the humans behind the brand creates a stronger bond and allows viewers to engage personally.
Use the power of visuals
There are some ways you can take advantage of visual marketing and see success. Whether you’re looking to engage your audience more, convert them to your brand, keep people on your website longer, or improve your SEO rankings, visual media marketing should be an integral part of your digital marketing strategy.