Digital media is a vital part of today’s marketing strategies that marketers use to entice potential clients. Content defines everything in the world of digital marketing, with written content still ruling. However, there is another content marketing trend becoming mainstream that we cannot ignore. That trend is visual content, because of which Youtube and Facebook have become popular. Instagram, Pinterest, Tumblr are other social platforms catching up. These social channels display visual elements like images or videos that play a huge role in marketing efforts. For marketing campaigns to remain interesting for viewers, the right mix of visuals and text gives the best results.
Marketers leverage social media to target a specific audience and deliver relevant content to them. Social media offers visual content to the market that effectively promotes a business, service, or product. All text content without visuals has become outdated as visual content reigns supreme nowadays. Readers need something engaging that delivers relevant information in a short time.
Why Is It Important in Digital Media Marketing?
Visual content is more engaging and interactive than text and allows conveying the brand message effectively. Some key reasons that make visual content important include:
- Audience Preference
Humans prefer visuals as they process and understand imagery better than text. Online readers retain only 10 to 20 percent of the readable content, but that number goes to 65% when combined with visuals. The human brain can only process very little information, and anything with visual or imagery takes priority in grabbing attention. In comparison to blocks or lines of lengthy texts, visual content offers easy readability and engagement. People on social media willingly engage themselves in visual content and have a better response than written content. For example, Facebook posts with images or videos have more views than straight text posts.
- Simplifies Content For Users
Consumers go through the awareness, consideration, and decision-making phase before they make a purchase. Pieces of content guide the existing and new customers on each stage to make a better purchase decision. Visual content helps to make the content simple to understand and absorb, so they take quick action. For example, a flipbook from pdf optimizes the conversion rate on a website that retains customers and boosts sales. People view millions of videos and images each hour that gives a considerable sale potential for businesses. Simplifying the content for customers in a flipbook helps to increase conversion rate and sales.
- Raises Brand Awareness
Visual content in digital media helps to raise brand awareness more swiftly than other methods. According to researches, 65% of online users learn through visuals who retain information by viewing videos or infographics rather than text content. Another survey regarding social media stated that more than 83% of consumers who watch a brand-related video share it with friends. That is why user experience is a huge aspect of digital marketing strategy, as more shares mean more brand visibility. Use visual content to increase brand recognition. When an image or video goes viral, people easily associate it with your brand. You can make your brand more engaging by adding images, visuals, and compelling videos and leaving a lasting impression on consumers.
- Increases Views
A social media post likely generates 95% more views,which shows that the audience engages more in pleasing and informative content. These views prove useful when you want to convey a message and ensure it reaches the audience accordingly. A single social media post increases the likelihood of viewing by 45% if it has both images and videos. The same rule applies to press releases and other forms of content. Attracting the right kind of audience is the key to a successful social media marketing campaign. The addition of compelling visuals likely increases views.
- Improves Conversion Rates
A successful visual content strategy generates better conversion through higher awareness, traffic, and customer engagement. Better conversions mean better chances of sales and profit. Visual content has become a decisive factor that convinces a potential customer to purchase or consider a service. Studies suggest that more than 81% of viewers buy a product or service after watching a brand explainer video. Similarly, 95% of viewers make a purchase decision after watching a visual or infographic. That is why; visual content gives businesses a higher chance of increasing conversion rates.
Tips to Use Visuals
- Keep the color palette and scheme consistent throughout your campaigns. If you analyze the top brands, you will notice a consistent color palette that reacts to their overall brand personality. Consistent colors on all social platforms remain in consumers’ eyes, and they immediately recognize your brand.
- Typography is an essential element that you can use to your advantage. Like colors and images of your brand, the typography also engages your audience. Titles, subtitles, and text bodies have to be understandable and easy to absorb.
- Purchase a few custom filters to adjust your images according to your color scheme. It saves time in manual adjustment and aligns the visual for your audience.
- Understand that there is no one-size-fits-all font available. You have to size your fonts according to the visual for all your banners or posts.
- Use good-quality stock photos to make your visual content more attractive. Low-quality images destroy an otherwise engaging post. Hire freelancers or professional designers to create quality photos that make your posts more engaging and exciting.
Written words and visuals both have their significance in digital media. But you can expect great results if you use them together. Visuals make your written content more attractive and increase engagement throughout the campaigns. You need to focus more on your visual content, as it is imperative for your digital media strategy. A focus on visuals goes a long way in bringing better traffic and, ultimately, sales.