The world of business has been changing lately. Some methods that used to demonstrate good results are no longer effective. According to statistics, only 10% of marketers consider their methods of lead and sales generation effective. The reason is that too many marketers have relied on the same methods for a long time so customers developed an immunity to these tactics. Many companies consequently noticed that their conversion rates were decreasing during the last five years.
Although marketing strategies change all the time, they still have the same goals. Marketers need to attract prospects, to convert them into leads, to close leads, and to delight customers, hoping to turn them into promoters. To attract customers, marketers use various types of content. They optimize their content using keywords, they create blogs and post on social media. When prospects become leads, you should still use the right content to close sales: landing pages, forms, and calls to action should both inform and motivate them to purchase your products or services. Thus, there’s no surprise that effective content becomes crucial for the success of a whole marketing campaign.
The Importance of Visual Content
The concept of visual content includes images, GIFs, videos, and other types of content that are perceived visually. The popularity of visual content grows all the time, and the main reason is its effectiveness for marketing. The thing is that the human brain processes visual information 60,000 times faster than written text. One picture can provide a lot of information. According to research, people remember 65% of data if it’s supported by a relevant image. Without any graphic, the percentage of information memorized by the audience drops to 10%.
In addition, visual content is also more emotional, which is also a great opportunity for marketers. The modern audience wants more than just a product or service, they are looking for an experience. Thus, you have to deliver a comprehensive message, explaining what your corporate values are, and driving social media engagement. In addition, the visual appearance of your brand has a significant impact on your credibility. Kim Greene, a marketing expert at College-Writers, explains: “More than 40% of people say that the design and visual appearance of a website is one of the main criteria for evaluating the credibility of the company.”
Why Visual Content Is the Future
First, authenticity becomes more and more important on social media and in marketing. The reason is that it’s very easy for an influencer or a brand to copy someone else’s successful online strategy. Anyone can boost the visibility of their content or get likes and subscribers if they have enough money. Thus, consumers are looking for truly original content. Authenticity becomes extremely valuable in the era when thousands of websites are filled with the same stock images. Fortunately, high-quality visual content can help you build your authentic brand image in no time.
Visual content becomes the most popular type of content on social media. Even social media platforms that used to be focused on the textual content only (e.g. Twitter, Facebook) now report the growing importance of visuals. According to statistics, Facebook posts from businesses that included images account for 87% of all engagements. On Twitter, posts with images get 150% more retweets and 18% more clicks.
Innovative Types of Visual Content to Increase Your Conversions
1. Image Sliders
If you want to engage with your target audience, we suggest that you add more interactive elements. One of the simplest ways to add interactivity to your content is to use sliders. Sliding images are an interesting and creative way to convey your point, and they make your information easier to remember. You may include images with captions, or you can even illustrate “before” and “after” so that users can move a slider to see more of one image and less of another one. Sliders may also be used in interactive games, allowing users to “discover” answers to some questions.
Moving images grab attention by themselves, however, the idea of using GIFs doesn’t sound really innovative and creative. Is it possible to make GIFs even better so that people would want to look at them again and again? Yes, it’s possible, and the solution is very simple: only certain parts of the image should move. Such images are called cinemagraphs. They require a little more editing than regular GIFs but they also immediately attract attention. For example, this cinemagraph from Coca-Cola gained 80,000 notes on Tumblr in two weeks. Cinemagraphs are a great solution for emails and ads, as well as for websites.
Infographics are nothing new in the world of web content. However, you can use this method to its best if you decide to try more creative approaches than classic static images. Infographics allow you to provide a lot of information in the simplest way possible, while also improving your visual design. Animated infographics enable you to illustrate data dynamically, being informative and engaging at the same time.
4. Full-screen graphics
Sometimes, even the most boring content can be improved using visuals. For example, MailChimp used full-screen graphics for an annual report. When your audience scrolls slides with infographics instead of reading monotonous text full of figures, it gets much easier to memorize and to understand statistical data or other types of complex information. In addition, it makes your content fun to interact with.
Visual content is more than just another marketing trend that may disappear soon. The effectiveness of visual content is determined by the way our brains are wired. Photos, videos, GIFs, and infographics can help you make your content more fun and engaging or present complex information in a way that is easy to understand. As the popularity of social media and mobile apps grows, visual content becomes one of the main means of marketing, allowing you to experiment and to build your brand authenticity.
About the Author
Ester Brierley is a QA Engineer in software outsourcing company by day, a seasoned content creator and a competent virtual assistant for College-Writers by night. Adores researching cutting-edge digital and lifestyle trends and sharing them in her writing pieces. Follow her on Twitter.