Editor’s Note: This article was written by a future expert from the CAWEB Master’s course. Enjoy!
According to numerous studies, consumers are more likely to react positively to digital marketing if it is presented with high-quality visual content. It is therefore essential to incorporate visuals in your digital marketing strategy to ensure that prospective (and existing) customers read and absorb the information posted online. Otherwise, they may simply glance at your content without really paying attention. The key question, therefore, is how to use visuals in your digital marketing strategy.
The power of visual content: a biological reason
The effect of images on our actions has a biological origin. Humans are visual beings with nearly two thirds of our communication being non-verbal. Clearly, what we see has a great impact on our thoughts, feelings, and therefore our decisions. We can even extend these notions into marketing: visuals can have a powerful influence on the way your company or product is perceived. In addition, they have an impact on the engagement of your social media audience or site’s visitors, as they make it easier to understand the content you are offering them.
Visuals make it possible to better remember information, as 90% of the information that is transmitted to the brain is visual. This means that there is a direct and proven link between our brain and images, which has a strong influence on the way we learn, embrace concepts, or even act.
Therefore, visuals certainly have a role to play in your digital marketing strategy. But how can you use them accurately? And how can these principles be applied to achieve real financial gains?
What can visual content bring to your digital marketing strategy?
You’ve probably heard the phrase “content is king.” But this is only when it is properly conceived. For visuals, it’s the same thing. You have to ask yourself the right questions: What will it bring me? Who is it intended for? This requires a strategy and analysis to increase your results.
It has been proven that text blocks without visuals are not as effective as those with visuals. The choice of content is so extensive on the web that surfers will move quickly from one site to another if they are unable to perceive the value of its content. Content with images will have 94% more views than content without any! And these visuals will also increase the number of clicks, shares, conversions, and, ultimately, sales!
Examples of visual content on the web
- Illustrative pictures: these can be images, graphics or any other visual information that illustrates your blog articles, and also any content present on your website. The more intuitive your images are, the more likely your content will be read, understood and retained. These images are often photographs, but they can also be illustrative drawings, montages, or screen shots, for example.
- Videos: surfers are very fond of videos that not only offer this visual aspect to the content, but also privilege a dynamic format which can elicit emotions, thus generating a brand attachment.
- Computer graphics: computer graphics are more technical visuals because they offer relevant information or statistics. Presenting this information in a visual way makes it easier to understand and remember.
- Quotations: on social media, one of the most common types of visual content is the visual quotation, i.e. the act of putting a quotation or a statistic on an image. These are visuals that have the ability to really capture the attention of web users as they scroll through countless posts.
- Memes: often humorous, memes are also very popular on social networks. These are types of visual content that are generally widely shared, although it may be more difficult to apply the principle of the meme to a company’s image.
A visual content strategy has become a major asset to generate additional traffic on websites, blogs and social media. By making a simple change, you can improve your company’s image, interactions, commitments, and conversions.
Is your visual content inspiring, engaging, “thumb stopping”, high performance, and easy to find?
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