Have you noticed that social medial platforms have all gone visual? Flickr, Pinterest and Instagram and Tumblr…of course. But Twitter, LinkedIn, Google Plus and Facebook have followed suit. Posts with pics earn more likes and comments than text alone. Pics with faces receives over 30% more likes and comments than pics without.
In developing your marketing strategy, you must include visuals as part of your brand or you will be overlooked. Textual content alone will get you only so far. Add a visual, and engagement increases. Add a human face, and the engagement increases significantly. You become far more memorable.
What is visual content?
Visual content is exactly that – visual over verbal. It includes photos, illustration, videos, animated GIFs, info graphics, designy quote boxes, memes, and typography that illustrates.
It used to be that visuals enhanced written messaging. Now, it’s more that the verbal content enhances the visual. The tip is to lead with the visual.
Why use visual content?
It is anecdotal. It tells your story.
It shares your process. Show what you’re doing, and people become interested in knowing more.
It is immediate. It’s easy to capture a photo and upload it in real time.
It differentiates. Through your own unique visuals, you set yourself apart from your competition.
It humanizes your brand. All brands need to be human and authentic. Photos and illustrations contribute to that sense.
It takes less time, most of the time. When you don’t have time to write, post a visual.
Everyone else is doing it. This is one practice where you want to run with the tide, not against it. Just as every website now needs to be responsive, every brand needs to incorporate visual content into its marketing and promotions.
Ways to deploy visual content: