Visual Content is the breakout trend of the year, thanks to the rise of various social media platforms where visual is their prime source of content. The Power of Visual Content explains how companies and brands can develop a strategic visual marketing strategy as an extension of their overall marketing and social media plans. As Visual content is a great way to communicate with people and sends out the message quicker.
In this busy world where people only spend time reading material if it’s of their interest, with visual content you can definitely attract much more eyeballs.
Let’s take a look at some key benefits of visual content:
- Increases Engagement
- Increases Brand Awareness
- Increases Website Traffic
- Lead Generation
- SEO Benefits
Some vital statistics of visual content:
- 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text
- 40% of people will respond better to visual information than plain text.
- Posts with videos attract 3 times more inbound links than plain text posts.
- Check latest social media stats for 2014
These are just few statistics to highlight the importance and need for visual content, now let’s look at the power of visual content as per their social platforms.
1. Power of Instagram: 200 Million users
Instagram has gone from a selfie platform to a storytelling platform. Now that it has video, Instagram is in direct competition with Vine. The 15-second option creates a space for a more in-depth sharing experience, the tap-to-focus feature allows artistic expression, the classic Instagram filters give mood-setting options, and the one-play instead of loop style provides a more consumer-friendly viewing experience. With the new video option, the social media community is becoming more than just a picture-sharing network and has taken the storytelling of visual content to another level.
Example – Redbull had launched their new line of products called Editions. Editions introduce 3 new flavours that coincide with the 3 Redbull colours, Red (cranberry), Blue (blueberry) and Silver (lime). They created the ‘Instagram Your Inpiration’ Campaign. Fans were encouraged to upload pictures of what they think inspires each colour (flavour) with one of the corresponding hashtags #rededitionplease #blueeditionplease or #silvereditionplease. Qualifiers would be sent a can of the flavour they chose to try. Qualifying photos were also collaged and made into posters around the UK.
2. Power of YouTube: More than 1 Billion Unique Users
YouTube is evolving from a video-based site to a channels-based site where subscriptions rule. With the new One Channel layout, your branding will work across all screens, you can turn non-subscribers into loyal fans, and you can show off more of your video content. You can even integrate it with other platforms like Facebook, Twitter, and Google+ and spread awareness and increase the amount of subscribers as well.
Example – Golf brand Callaway has their YouTube channel organized into different types of videos, including instructional clips for golfers. They create videos in series, such as Office Golf Tips and Bones at Work, to create consistency and build anticipation for coming videos. Callaway has become a reliable resource and authority for golfers, as a result. And they have even promoted their YouTube channel across their various platforms to increase awareness and have more people visit their YouTube channel.
3. Power of Vine: 40+ Million users
The Twitter-owned video-sharing application Vine has revolutionized the way brands connect with their audiences, allowing them to talk directly to the people who matter most. By creating 6 seconds worth of videos and then showcasing it to their audiences to increase engagement and interaction. With the constant increase of Vine’s popularity (and the recent implementation of Instagram videos) now is the time for brands to jump on the video-bandwagon. These video clips appeal to audiences with short attention spans, providing information to their potential and existing fans in a more innovative and personal manner.
Example – Alongside previews and reliving old covers, Rolling Stone also does some smart videos to increase engagement, including this video which asks followers to guess who’s on their latest cover.
4. Power of Pinterest: 70+ Million users
Pinterest is a virtual pinboard where you can organize and share images and videos you discover on the web. Pinterest is mainly dominated with women users, it’s an important tip for marketers who carter products for women to leverage this platform. There are a number of other clear reasons as to why brands should be using Pinterest: brand awareness, brand equity and ultimately customer retention. Yet the defining factor that should sway brands into using Pinterest is its e-commerce and sales potential.
Example – Ben & Jerry’s have created a ‘Fan Photo’s board’ is full of photos from fans that are enjoying their ice cream. These images will help engage their fans and double as testimonials. When people look at others enjoying ice cream, they want some, too. And they might buy some Ben & Jerry’s to get involved like everybody else. It’s a Great way to connect personally with fans, increase engagement and Sales! Who wouldn’t be tempted after looking at those pictures.
5. Power of Integration
Instagram, Pinterest, Vine and YouTube they all are visual content platforms. But other social networks like Facebook, Twitter and Google+ are platforms which have flexibility of what sort of content to be shared. Thus to make it more appealing there should integration of these channels with visual content when sharing posts and should be a mix of text+ Images+ Video. So it makes it complete, attracts audiences and gains their attention. So brands should mix their content bucket well and be ready to bedazzle their audience.
Visual content is certainly trendy, seeing the meteoric rise in use of visuals in forms of Videos, images and Infographics. Yet the need for content that appeals on a visual level and presents information in a more engaging format than text goes far beyond. Thus now as a brand to up the ante you need to provide information, engage audiences and later convert them with the help of visual content as a part of their strategy. It is time now marketers make visual content a part of their social media marketing strategies to stand out.
So what is your take on Visual Content? Have you already incorporated it in your marketing strategy? Do share your comments with us!
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I concur with you on the idea of visual content as an important aspect of content marketing in 2014. Especially the combination of image and (concise) text – as in most instagram posts – seems to be an interesting and promising development in content marketing. Personally, I always try to include some visual content in my articles as I know from experience that I am much more likely to click on something with pictures myself.