Online marketing and the use of visual content has evolved greatly over the past several decades. What began with a basic website progressed to include blogs, then social media platforms such as Facebook, and most recently Instagram and Pinterest, where visual content reigns supreme.
There are several reasons visual content has become a major component in social media marketing. Here are three:
Brands are able to show instead of tell:
As the old saying goes, “A picture is worth a thousand words.” Using a picture to deliver a message is much more powerful than using text alone. Consumers like to see how a product is used, how it can be integrated into their daily lives. Incorporating photos into social media marketing campaigns is a great way for a brand to tell a story. Images can be used to build a connection with both the brand and the products or services it offers.
Also, using visual content gives the customer the opportunity to decide if he or she wants to learn more about the brand. The picture is used as a sneak peek into what the brand is all about. The visual content used on social platforms can include more than just the product or service the brand is selling: images can tell stories for the brand about corporate culture, environmental initiatives and other programs that strengthen the brand message. Brands can use visual content to deliver a variety of messages.
Consumers are always on the go:
Today, it is very rare for people to carve out time to sit down at home and learn about new products, services, and trends. Instead, they are learning and sharing information while on the go, often from their smart phones. Because the way people are getting their information has changed, so has the importance of visual content. Studies have shown that consumers find it easier to view pictures online than to read text. They are able to digest these images faster than reading an entire article or description.
Engagement is key:
In today’s digital-first world, social media marketing is very similar to the “word of mouth” marketing techniques used in the past. People use social media to see what is new and current and what their friends are interested in. Therefore, getting people engaged and talking about a brand’s product or service is essential to every brand’s success.
Once a consumer becomes engaged with a brand, they are likely to purchase that brand or service again, and share the experience with the rest of their online community.
Visual content is a very important element of all social media marketing campaigns. The human brain processes visuals 60,000 times faster than text, and 90% of the information transmitted to the brain is visual, according to The Power of Visual Content.
Incorporating images allows brands to tell their story, show what they have to offer, make it easy for consumers to learn about their products and services, and helps increase engagement across social platforms.
Do you have any tips on the best way to use visual content in social media marketing? Share them in the comments!