Jay Leonard
Increasingly brands are harnessing the power of compelling visual content to drive user engagement, increase traffic and increase time spent on webpages. Gripping visual content is allowing companies to tell their stories and communicate in a way that audiences will engage with and listen to, making it a powerful marketing tool.
Visually compelling content can be generated through either an image or video. As the old saying goes, a picture is worth a thousand words and a video is worth a thousand images. With people having ever decreasing attention spans and with ever increasing competition for their attention, the need for compelling visual content has never been greater.
With video being the most powerful tool in creating visually compelling content, more and more brands are harnessing it’s power of driving user engagement. Indeed research suggests that pages with video attracts 2-3x as many visitors, doubles time spent on a site and generates 3 times as many inbound links (Source: invodo.com).
You only need to look at the recent coverage of Baumgartner’s record breaking skydive to see how visually compelling content is being harnessed to drive Redbull’s brand.
Only images and Video can be found on the Redbull Facebook page, which has over 32 million likes. One video post announcing the countdown to the jump generated over 4,000 shares, over 24,000 likes and over 800 comments. The final photo of Baumgartner’s landing generated a jaw dropping 66,000+ shares, close to 500,000 likes (yes half a million!) and close to 15,000 comments. The viral effect of this content was huge for Redbull.
More than 8 million people tuned in to YouTube to watch the jump live, a world record for a live audience on YouTube. Redbull’s YouTube channels statistics reveal some even more staggering results, with close to 400 million views and just under 800,000 subscribers.
The same concept for visually compelling content has been applied throughout Redbull’s various touch points with customers and fans, including the website and email campaigns.
Indeed, if you visit any of the top 25 brands on Facebook, you will notice that virtually all posts include a video or image. It’s clear that successful brands are using visually compelling content to engage with their audience and communicate with them more effectively.
This article was written for Business 2 Community by Jay Leonard.
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Great post, I whole-heartedly agree! Since users are often more attracted to video content, it opens up the possibility for otherwise “boring” industries like medical imaging equipment companies to inform and entertain users in a less daunting way. With a bit of creativity, any industry can harness the power of visual content marketing!
Check out the Block Blog to see what I mean…http://info.blockimaging.com/bid/67561/Your-OEC-C-Arm-Laser-Aimer-Probably-Isn-t-Broken
Cheers,
Sarah Bauer
Navigator Multimedia