Are you ready for this stat? The use of visual content on the internet has increased by 9900% since 2007. No, you didn’t read that number wrong.
Today, visual content marketing is an undeniable part of any marketing strategy. Through social media, branded websites, and blog content, small businesses are continuously finding new ways to tell their story visually. And what’s more? Consumers are taking notice.
But how do you actually incorporate visual content into your marketing strategy? And what type of content will give you the best bang for your buck? Read on for all the juicy details.
Benefits of visual content marketing
For small businesses, visual content is a marketing must-have. And if implemented effectively, the benefits could give your brand the boost it needs.
Brand recognition
Fun fact: when consumers hear information, they typically only remember 10% of it three days later. But if the information is paired with an image, that percentage jumps to 65%.
By using visual content, consumers are more likely to not only remember your brand but identify with it. They feel connected to your message and when they encounter your brand again, that connection only grows stronger.
User engagement
Content that includes images receives more engagement than any other type of post on social media. When the content is video-based, that engagement rate is even higher (but more on that later).
Beyond the basic likes, comments, and shares, visuals can increase more valuable engagement, like app usage and even user-generated content.
Leads generation
Struggling to turn your content into leads? Visual marketing might be your golden ticket. In fact, 93% of businesses claim they have gained a new customer by posting videos online.
When users start recognizing and engaging with your brand, they also feel more encouraged to make contact. From a simple direct message to a consultation booking, visual content marketing is a proven way to funnel potential customers toward your product or service.
High conversion
Adding visuals to your marketing strategy can greatly increase your conversion rates. One study even found that 85% of people who view a product video online are more likely to buy that product. Through visual content, small businesses can turn all that hard work into real profit.
Types of visual content
Now that you know how awesome visual content is, the question remains: what type of visuals should I be using to reap the benefits? Don’t worry – we’ve got you covered.
Photography
Images are a key element for your marketing strategy. In a recent study, 67% of customers agreed that the quality of an image will greatly influence their decision to buy the product. As a rule of thumb, make sure you’re adding relevant photos to all your digital content.
Video
There has never been a better time for video content. Right now, 73% of Gen Z and Millenials are watching more video on their smartphones than they did a year ago.
Video content can tell consumers a story and keep them engaged for longer. Video can even be more effective than images. In fact, videos on Instagram get over 20% more interactions than photos. That said, always make sure you have a healthy mix of still photos and video content for a strong strategy.
Explainer animations
Instead of drawn-out descriptions, provide your customers with animations that easily explain what your brand is all about and how they can get involved. Explainer videos account for 72% of all video content created, the highest of all video types. Presentation videos come in second, at 49%.
Through movement, voice, and colour, explainer animations can be an effective addition to your marketing strategy.
Graphic design
Original graphics are one of the most frequently used visual assets by marketers, second to only stock images.
By implementing strong graphic design into your visual content, you can stop consumers as they scroll and give them something they have never seen before: a unique and impactful snapshot of your amazing brand.
Infographics
In 2018, infographics drove more engagement than any other type of visual content. Today, almost half of all marketers say infographics help them the most in reaching their targets.
The best part about infographics? They provide a clear way to communicate detailed information. Consumers who follow instructions with illustrations actually do 325% better than those who follow written-only instructions. Clearly, infographics are not to be ignored.
GIFs
Let’s be honest. GIFs are just fun. Whether they’re embedded into your newsletters or placed perfectly on your Instagram stories, GIFs replicate the benefits of video. They engage your customer with movement while relating to them on a personal level – through humour, culture, and personality.
User-generated content
User-generated content (or UGC) is valuable for two reasons. First, people trust UGC because it doesn’t look like an ad. In fact, some of the top performing ads are those that don’t look like ads at all. This type of content is personal and always looks and feels natural to the consumer.
Second, it acts as a review for potential customers. If someone you trust posts their opinion about a brand or product, you’re far more likely to give that brand your attention (and money). In fact, ads that use UGC have 4 times higher click-through rates and a 50% drop in cost-per-click compared to normal ads.
Our top visual content recommendations
Be relevant, not perfect
Visual content marketing isn’t about perfection. It’s about reaching your customers at the right time and communicating a relevant message. Pay attention to trends and don’t be afraid to have fun with your audience.
Turn your images into videos by adding a little animation
As we now know, videos perform far better than photos. Make your images more engageable by adding simple animations. Even a touch of movement will keep your audience interested for longer.
Take advantage of free tools and resources
The internet has your back. From Canva to Giphy, there are tons of free tools that can help you create simple and effective visual assets. And if you want more guidance, join our email list to stay up-to-date on the latest content marketing goods, plus receive a FREE one-page marketing plan.
Leverage UGC
We’ve said it before and we’ll say it again. User-generated content is pure gold for your marketing strategy. Encourage your customers to share, mention, and review your brand and always show them how thankful you are with a personalized message of love.
Visual content marketing is the future
There’s no other way to spin it. Visual content is here and it won’t be going away for a (very) long time.
Still, 43% of marketers say the biggest challenge with visual content is creating it consistently. At Followbrands, we provide visual content marketing services for small businesses just like yours.
And as digital marketing Toronto experts, we specialize in showing entrepreneurs how they can share their one-of-a-kind business with the world.
Learn more about our visual content marketing services here.
Image by pressfoto / Freepik