There is no denying it – visual content is a crucial component of marketing. Visuals consistently drive higher levels of engagement and boost conversion rates. Consider this: Facebook posts that contain an image receive twice as many comments as those without, while across other digital channels, content that incorporates a visual will receive on average 94 percent more views. In 2015, visual content will become an increasingly important component of content marketing. Here are four ways to take your brand to the next level and produce more compelling visual content.
Create an animation. If a picture is worth a thousand words, imagine what an animation is worth! In most cases, animations actually trump traditional videos in terms of conversion and engagement. Research shows than animated videos can boost conversion rates from an average of 20 percent to an impressive 60 percent.
Use infographics. Did you know that businesses that market with infographics bring in 12 percent more traffic than businesses that don’t use infographics in their marketing strategy? Infographics, when executed well, are an easy way to convey information coherently and compellingly. Furthermore, research consistently shows that infographics have a higher reach potential than many other forms of visual content, increasing brand visibility and generating brand awareness. They are referenced more frequently than any other type of visually driven content and are more likely to be shared on social media.
Recognize the power of digital storytelling. Leverage the power of visual content to engage in digital storytelling. The ultimate goal of digital storytelling is to encourage consumers to associate a particular emotion with your brand. Research consistently shows that consumers primarily use emotions (feelings and experiences) as opposed to information (brand attributes or facts) when evaluating a brand. The emotional response an ad evokes has a far greater influence on a consumer’s purchasing choices than the actual content of the ad. In other words, it isn’t just what you say, it is how you say it. Of course, a brand’s advertisements need to focus on substance as well. They need to convey appropriate facts, figures and research, but the key is to convey all of this in the format of a story. “Studies show that we are wired to remember stories much more than data, facts, and figures,” explained Jennifer Aaker, professor of marketing at the Stanford Graduate School of Business. “However, when data and story are used together, audiences are moved both emotionally and intellectually.”
Combine the visual and the nonvisual. Remember, visual content marketing should never been an all or nothing strategy. Ultimately, the most effective forms of content marketing will flawlessly combine powerful visuals with compelling nonvisual content. For example, integrating text into visual content can produce powerful results. Did you know that viewers are substantially more likely to remember a piece of text or data if it has been integrated into a video? The bottom line is that successful content creation requires the integration of a variety of different media. By integrating visuals, you instantly boost the appeal of your content, increasing visibility and improving conversion rates.