Imagery is arguably the most powerful tool for modern Marketing campaigns. Visual storytelling has become essential for advertisers and content creators in the digital age and the use of visual assets, such as infographics, professional photos and video are more important than ever. Social Media platforms and smartphones have changed the way a generation of people engage with content and information online with stats from 2022 suggesting we spend an average of 19 hours a week watching videos online. In a marketing sense, this has become an opportunity that cannot be ignored for brands who want to excel.
Why should businesses use visual content?
Visual content is a highly effective and easy way to help audiences understand your brand, values and the products/services available. By using the right type of content, you can build trust and ultimately influence an audience into engaging more.
Human brains are known to absorb 90% of information when content is visual , as this is processed much faster when compared to text. Studies have shown that the use of visuals whether still or moving, produces an emotional response which ultimately influences the audience into the decision-making stage. Photography and Videography can be used to create a compelling story that is not only powerful and captivating, but also informative and connects with people with a topic on a much deeper level at a much faster pace.
Society has changed the way it interacts with content online as the sophistication and capabilities of platforms (and bandwidth) have evolved. Many now prefer content that provides information, makes an impact and is realistic and relatable. Visual content can convey these messages quickly and in powerful fashion.
Below, we list 8 considerations for those looking to harness the power of imagery, with thoughts on how these techniques might positively enhance digital marketing campaigns.
Infographics give a clear breakdown of information in an interactive form. They are often static images (though can be moving) and are easy to read – helping to break down large or complex information such as multiple percentages and numerical data. Many businesses use infographics to convey information in a visual format and prompt the viewer to understand information quickly and more effectively.
The use of photography can make an emotional impact and has the power to speak to your target audience on a creative level – telling the story of the people behind your brand. A picture can truly be worth a thousand words and using photo’s is one of the best ways to catch the attention of a target audience. The quality of imagery highlights the investment and levels of standards a company or brand has in the work they produce, so if made as strong as possible, this can significantly enhance perceptions of a product or service.
Videos can communicate messages or stories in short or long form and highlight genuine and raw emotions with strong visuals. People buy from people and video can be a way to speak directly to an audience without physically getting in front of them. It is a way to showcase products or services in their best possible light, with additional powers of persuasion including the use of soundtracks, colour and attractive aesthetics. Helping viewers to understand a product or service and teasing the potential benefits are all possible through well-scripted and executed video projects.
Not only can visual content attract people that see it, but it can drive traffic by providing additional SEO marketing opportunities, as long as the images are fully optimised. By carefully considering the image title, alternative text, appropriate captions, and good file dimensions, you can improve the reach and the results of your next campaign.
- Image/Content Titles
Instead of using the image file names straight out of the camera, always set time aside for renaming the title of each picture to relevant keywords that accurately describe the image (like Alt-Text, see below!). By making this small change, you can help an image appear on image search results – which can then increase relevant traffic to your website.
- Alt- Text
Accurate alternative text that is relevant to the image helps cater for user accessibility and has a beneficial impact on SEO. Alt text is essentially a written piece of copy that describes the image in question. This can be incredibly helpful for indexing your website more effectively, which affects search results positively, helping you to rank higher in appropriate searches.
Captions on images are another way of setting a scene, helping an audience understand what the photo is depicting and the purpose behind its inclusion. Though using captions isn’t always necessary, it has become increasingly popular in the digital age to automatically turn captions/subtitles on – especially for video content. This has accessibility benefits for those who require them and also means you do not lose viewers who for whatever reason are viewing content at a time when they cannot listen to the accompanying soundtrack.
- File Size
Ensuring that content, whether it’s an infographic, photo or video, is fully optimised to the platform aspect ratio and file format helps ensure that your content is being seen at the best quality it can be. Compressing images is vital to ensure that your website is fully optimised, to ensure website speed/loading times aren’t affected, and this results in a better user experience. This can also help with search engine ranking.
The use of visual content in your marketing content not only helps you achieve capturing the attention of your target audience but will also increase engagement and brand awareness. Most importantly, it can positively influence and inform your audience more about your products, or services. With visual content being easier to absorb and digest, it is of paramount importance to adapt and respond to the way people have changed their media consumption habits – appealing to how they interact and the time they spend engaging with video.
Here at WSA, we have recently launched new video packages, designed to support customers that wish to try adding video content to their digital marketing mix. For more information or to discuss how to acquire visual content for your brand, please get in touch!