Visual content marketing is essential for better branding. Text-based content is losing its apeal and being replaced by visual content. The biggest advantage of visual content is …
Visual content grabs attention
Researchers have found that looking at colors increases a person’s willingness to read an article. Mundane text copy has no color or design, only black text against a white/gray color background. It will never be as appealing as visual content, despite having informative content or a clickbait headline.
Visual content, on the other hand, can showcase great design and eye-catching font, grabbing the attention of the onlookers.
Ever wondered why content is essential for branding?
The average person now has a shorter attention span than a goldfish. Most visitors leave webpages within 2-3 seconds of landing. Visual content can grab your visitors attention and hold them on the site, thereby increasing the retention rate.
To understand why visual content is an attention-grabber, see the infographic below:
The infographic highlights three aspects of visual content. Visual content is more appealing than non-visual content, and it informs and retains customers. Unless a brand harnesses visual content to build its identity, it can never grab the attention of the audiences.
Giving consumers instructions on how to use branded products is a simple way to build credibility. And visual content is the best medium for delivering instructions.
A professional archery training provider called 3D Archery has a channel on YouTube, through which it delivers useful tips to beginners and seasoned archers.
The videos summarize course details, offer bow restoration tips, bow selection advice, aiming tips, arrow nocking tips, etc. Because the tips are given through an audio-visual medium, the learners easily remember them.
The subscribers consider 3D Archery a credible brand, take its reviews of branded archery products seriously; some even purchase the products 3D Archery recommends. The 3D Archery case study is an excellent example of how visual content can establish a brand’s credibility.
Inspire WiFi is a wireless internet solution provider. The company has put together a lot of industry data and future predictions from experts and created an infographic, which it shared on Business2Community.com.
Part of the infographic describes the public WiFi usage frequency. See this part of the infographic below:
The next part of the infographic offers information on how hackers can breach data security and steal classified information.
See the infographic below:
The two back-to-back infographics have valuable information on public WiFi consumption and vulnerabilities. The illustrations and cool fonts make the information delivery process smooth and exciting. Had this been text instead, audiences would’ve found the information gathering process boring.
Product photography and branding
Doubt the effectiveness of product photography?
More than 45% brands feel photography is crucial to their existing marketing techniques, and 65% marketing executives consider photographs taken by professionals as visual assets for brand storytelling. See the stats below:
Product photography is way cheaper than video production and 3D rendering, both of which can cost an arm and a leg. A professional photograph of a product can create a lasting impression that stays, maybe not forever, but for a long time.
More importantly, brands can convey ideas and abstract elements through product photographs. See the image below:
We see a glimpse of a living room and a dog looking upward. The couch, the post-modernist painting, the bird-like object attached to the wall, the (absent) object/person the dog is looking at – All these are components of a half-told story that can drive engagement.
On social media, users can react to photographs. They can express their eagerness to know the full story. If the photos receive a high level of engagement, then Facebook will display them in more news feeds because that’s how Facebook’s algorithm works.
According to fellow writer Mike Gingerich, when people disagree with something shown to them in their news feed, they won’t like or share it. This applies to political commentaries and personal opinions, but product photographs do not qualify as any of these. There’s no question of agreeing or disagreeing and nothing can impede engagement.
Brands want audience engagement. When product photography, the newest addition into the fold of content marketing meets social media, audience engagement gets a boost, and visual branding turns into a huge success.
Visualizing customer service
The stats related to display and banner ads are discouraging. The average display ad CTR, regardless of the format and medium, is less than 1%. Ad blocking grew by 41%, and it’s caused brands to lose almost $22 billion in 2015.
Publishers accessing these stats are clueless how to complement the brand experience that ads deliver. Advertising humanizes a brand. The same can be accomplished by improving customer experience. The easiest way to humanize customer service is using visual content. The task of offering visual customer service rests on the shoulders of the CCEs.
See the infographic below:
Social platforms are critical to visual customer service. Brands can leverage social media to interact with customers and take personalization to the micro-level. They can use free visual marketing tools to create funny avatars for each individual CCEs. Interacting with characters would be a fun-filled experience for customers.
Tutorial videos with animated characters can spice up an otherwise mundane experience and create engagement. It’s an offbeat approach, but when over 80% brands are competing for customer experience this year, doing something out-of-the-box is the only way to beat the competitors.
Free tools or paid tools?
Paid tools are better in this regard. Powtoon is one such tool. The enterprise version costs monthly subscribers $197 and $59 a month if billed annually. Powtoon review shows it’s a cloud-based tool, and it can create high-quality, professional-looking animated videos. VideoScribe lets anyone create a video in just 4 steps. It costs $29/month for monthly subscription and only $4/month for an annual subscription.
Use paid tools for visual content creation because 1) the price is not over the top. If you run a business, you can pay it. If you are a freelancer, you can still pay it. 2) The tools have many innovative features that free tools lack. Remember, free usability tools may improve the user experience, but when it comes to promoting a brand, these tools can never be on par with their paid counterparts.
Visual content marketing is a double-edged sword. If done right, it can bring a high volume of search and social traffic. If done wrong, it can throw a wrench into the initiatives, taken to solidify branding. So be careful when applying it.