As a marketer, I’ve always appreciated great design. The kind that captures my attention and pulls me in to discover more. From a consumer standpoint, the story remains the same. Great design wins every time. In fact, studies suggest that we don’t just admire great visuals, we engage with it more positively too.
So what makes ‘great visuals’ and how do we leverage them in a way that makes others want to engage and share them? Read on, as that is precisely what this post is all about!
THE MAGIC OF VISUAL CONTENT
65% of senior marketing executives believe that visual assets (photos, video, illustrations infographics, and more) are at the core to how their brand story is both perceived and communicated today.
Infographics for example are still a winning recipe for conveying a lot of information in a concise, visually pleasing package. But next time you find yourself lazily asking “can we put it this in an infographic?” consider the alternatives that are quicker to digest, and easier to share.
SlideShare for example has quickly become one of the the leading platform for discovering and publishing slide show decks; hosting your slide shows on SlideShare helps your content gain visibility, while keeping them super simple to consume and embed on platforms, especially LinkedIn.
Have a great video clip? YouTube is great, but Giphy makes it even easier to share on social. GIFs (which aren’t just for funny cats by the way) they’re also great for creating simple animations that illustrate changes over time.
OK so maybe Cat videos are funny…
One more alternative to the standard visual elements, are using real people, or better yet, personas with a strong online reach within your intended audience. Reaching out to the right individuals adds a human element to your brand marketing tactics.
SUBSTANCE OVER NUMBER
As a general rule, It’s always preferable to use original images or ones taken by you, as we do here at BIGINTRO. This adds a much more desired personal touch to your brand. High-quality attractive images can tend to be expensive to purchase. Fortunately, with resources such as Canva, you can create unique, captivating images for free, or just a few dollars, using a simplistic drag-and-drop interface.
There are other alternatives that offer royalty free images on photo-sharing sites such as Flickr, Pixaby and Morguefile, but the free images you will find online tend to be very generic. That being said, due to the vast number of photos on these sites, it’s unlikely that other businesses within your niche will have used them already so it’s worth saving a few stand out images you discover online. Just make sure they fit with your overall brand and theme.
If I had to point towards one royalty free image provider it would have to be unsplash.com.
The featured photos on Unsplash (10 every 10 days) are chosen by notable creatives. Since the curators are from varied backgrounds, it brings a wide range of photographs and different styles to the featured photos. The free images are captivating and thought provoking to say the least.
FROM GUERRILLA TO MILLENNIAL MARKETING
Gureilla marketing has been all the rage over the past few years, but more recently, the rise of millennials & mobile content consumption has caused a perfect storm from a marketing stand point. The traditional rules of selling have given away to attracting, capturing and retaining your audience in a much more creative way, bound only by your creative imagination.
Millennials have been forced to become keen discriminators because of the thousands of ads that they are bombarded with every day. In order to make an impression on Millennials, marketers need to appeal to their unique values and interests, which requires identifying the target audiences and refining their messages to match them.
The upside to this challenge is that millennials are equally willing to share a brand’s content—especially visual content—with their friends when they find something they like, generating organic (free) exposure.
Online consumers today, especially millennials are looking for marketing with a message that appeals to their ideals, sense of justice, social interests, humor, etc. This makes visual social content the perfect weapon in your marketing arsenal. Unless, of course leaving money on the table is your sort of thing.
VISUAL CONTENT MARKETING TAKEAWAYS
- Colored visuals increase people’s desire to read content by 80%.
- Content with images increases a view rate by 94%.
- Visuals generate more backlinks than any other form of content.
- Posts with images produce 180% more engagement.
- People are 85% more likely to buy your product after watching a video about it.
DON’T STOP HERE
Of course, there are many other types of visual content that you can produce for your blog, site or social channels to add a bit of variety into the mix, some that will work better for your niche than others. Consider this post as spark towards moving your creative marketing needle. I hope it serves as a bit of food for thought when planning future posts.
Need to give your marketing strategy a serious upgrade? Contact us, today. We’d love to talk.