Do you know that according to a research done by Hubspot, photos and images that are posted on Facebook generate 53% more Likes than average post? And David Atkinson of SumAll.com stated that Instagram users’ engagement is 10 times higher than other platform on the internet? In fact, the visual social networks sent more traffic to e-commerce websites in this year’s first quarter than it did in the Year End Megasale during the final quarter of 2012. It is no wonder that photos and videos posts on Pinterest are referring more traffic than Twitter, LinkedIn and Google+.
Visual content is fashionable and trendy yet there is more than just allocating a significant quota of your content for images and videos, and screaming Search Engine Optimization for the image title. First we must understand how content visual is more effective than text in bringing in more leads and engagement.
When what we are doing is giving tips, information and advice, it is as if we are teaching the audience. To make sure we successfully send the message across, we must first understand our ‘students’. Majority of people are visual learners, who learn things best through seeing them. The media of stimuli that best suit these type of people are photos, charts, infographics, video, comic and animation. Don’t get us wrong, online marketers do not discriminate against auditory learners and kinesthetic learners plus videos and online games serve visual learners as well.
Bite size content
Visual content is seen as the lighter content whereas text only content is seen as wordy and ‘heavy’. We live in this world and era where people wants everything that’s fast – fast car, bullet train, high speed shutter camera and the list go on and on. ‘Light’ and visual content is much faster to process and understood. In fact, 90% of information that is transmitted to the brain is visual and is processed 60,000 times faster than text.
Save the audience the mental effort
For a B2C company, this is especially beneficial. As the saying goes, a picture is worth a thousand words. To let your prospects see for themselves what you’re offering is a marketing effort to gain their trust. Even for a product that is totally utilitarian, description and specification is not enough. Without photographs, potential buyers have to imagine themselves how the product looks like and most of the time, eventually they will ask for photos, possibly from various angles. Hence it is better to serve them what they want without being asked for it, right?
Enhance your company identity
Branding and identity of an organization is easily enhanced and evoked in visual content. With images and videos, you may feature your brand colors, logo, watermark etc. It is easier on the eyes as well hence, lead to higher chance of being more noticeable compared to plain text content.
More likely to create engagement on social media
Nobody can deny the fact that beyond the success of visual-centric social media platforms such as Pinterest and Instagram, photographs attract more attention on other social network like Facebook. Visual content is driving engagement like never before and helps build audience. Videos are shared 12 times more than links and text posts combined on Facebook while Instagram alone generates more engagement from its users as much as 10 times greater than other social media platforms.
Visual content is in universal language
Another advantage of incorporating visual content in our digital marketing steps is that it eliminates language barrier. Although some of us do take the initiative to produce contents in multiple languages to suit the audience, nothing beats the magic of a photo or comic strip without text in delivering message or even humour in order to engage, entertain and inspire people from all across the globe.