I know we’re told to never judge a book by it’s cover, but let’s face it, we do. Although this sentiment should be applied to many aspects of life, it shouldn’t when it comes to your digital marketing. When organising a marketing campaign, one of the most important aspects is the campaign’s visual appearance.
Generally speaking, consumers prefer visual content as opposed to long winded paragraphs. Infact, humans process visuals 60,000 times faster than text. Visual content is also 40 times more likely to be shared on social media. Look at TikTok for example, most of us these days can’t go 24 hours without being sent a video.
Although visuals are the way to go, you must ensure you are choosing high quality and relevant content for your brand. Remember, the images and videos you choose to publish will form the basis of your customer perception. Ensure you are using imagery that is on-brand and immediately recognisable. Your aim is to allow consumers to recognise your brand before they’ve even read what you have to say.
Let’s take a look at the different kinds of visual content that’s available.
Only use content that is authentic and personal to your brand. People are becoming experts at filtering out posts and stories that aren’t relatable or ones that are an obvious sales pitch. Creating content within your workplace and involving your team mates can help social media users feel more connected to your brand. Another great way to increase trust through imagery is to incorporate user generated content. Consumers are much more likely to trust someone that is using your product or service, making it the perfect tool to use within your content strategy.
Using imagery in this way allows you to prove to the world that you’re a reliable and trustworthy brand.
Look at video marketing as an investment. It’s important to create video in a way that creates long term ROI. We’ve talked about how busy the social media world is before, you need to stand out.
When it comes to creating video content, you need to understand your target audience and understand which platforms you are wanting to hit. For example, longer videos belong on YouTube, whereas short snippets are better suited to Instagram. Think about where your audience is operating.
Infographics are a great way to deliver information, data or knowledge to your audience in a visually appealing way. These graphics should be of high quality, with the focus of getting information to your potential consumers quickly. Basically, keep it simple. If you’re clever, you can pack a lot of detail into an infographic without bombarding the reader with giant walls of text. When you consider the free platforms that are available such as Canva, you’d be a fool not to give infographics a try.
So, as you can see, visual content is vital in the social media world. Give your users something to engage with and increase your brand awareness.
Talk to Key & Eagle today about how we can help you implement an effective visual marketing plan.