We are naturally visual people. 90% of information transmitted to the brain is visual. And investing in visual content creation is a great way to drive website traffic and social sharing, and also to engage prospects and customers.
Other than neurobiological reasons, we have a few more reasons why your company should focus on visually stimulating content as a part of your marketing strategy.
Create a brand identity
A picture is worth a thousand words. Brands and companies are using pictures to tell their story. And social media is a great way to share it. With the Facebook timeline, brands can backdate posts to tell the story of how their company got started. For example, Home Depot posted an old picture of when their first two stores opened in 1979. Visuals like this help people remember and connect with your brand.
But sharing visual content doesn’t mean putting a meme or funny picture on your Facebook or Instagram page. Your content should represent your brand or give a behind-the-scenes look at your employees or office history. You can do this by creating visuals like infographics, photos and presentations. Creating visual content that represents your brand and shows your brand’s personality will help prospects connect with your brand and can help develop brand loyalty.
Increase Engagement and Shares
Would you rather share a paragraph of text or a cool picture? Facebook learned the answer and created the Timeline because people were sharing more pictures and videos than status updates. In just one month after the introduction of timeline for brands, visual content (photos and videos) saw a 65% increase in engagement. Creating unique, engaging visual content can help your company grow its following online and increase brand awareness.
Have you visited a website with poor quality graphics and a lot of text? Were you impressed? Not many visitors are. No matter how great the content is, if the website is not visually stimulating then people will quickly leave the site. According to Stanford Persuasive Technology Lab, 46.1% of people say a website’s design is the number one criterion for discerning the credibility of the company. If your company’s website is outdated or boring, you may want to consider a redesign.
Do you have statistics and charts that you want to share with your followers? Rather than sharing solely the results from a study or survey, creating a visually stimulating graphic to represent the data can be more impactful and memorable. Infographics are a great way to share a lot of data in an engaging way. In just 2 years, infographic search volumes have increased by over 800%. So if you want people to remember the important information you are putting out there, creating visual content is the way to go.
Not only is visual content more interactive and engaging, it can also get your message across a lot faster to your prospects and customers. Consider investing time and energy into creating high-quality, compelling visuals for your next marketing campaign.