Visual content: good for you and your customers

By Rachel Kurzyp

The infographic peak in 2012 signalled to marketers that visual content was good for business.

This year we are seeing an increase in photos, videos, and interactive content formats like Slide Share. Yet, marketers need to be careful not to fall into the trap of creating visual content just for the sake of it or getting rid of text altogether.

Marketers are creating visual content to increase brand awareness, SEO rankings and website traffic. However, these should be secondary benefits, not the primary motivators for using visual content. 

The reason why visual content is an essential part of a digital marketing strategy is because it works.

When paired with text it allows customers to receive and understand brand messages easier. On their own, text and graphics are imperfect. There are only so many word combinations that allow deep analysis of concepts. When conveying abstract and complex ideas graphics aren't effective. By combining text and graphics, marketers can take advantage of the strengths of each medium.

Brands are investing more time and money than ever before on visual content and are seeing positive results. But marketers need to remember to create visual content with their customer in mind, not KPIs. The great thing about visual content is that it’s good for you and your customers. Here’s a reminder why:

1.         Easily scanned and viewed

Content bombards customers every day; in fact we receive five times as much information today as we did in 1986.

This information overload means customers are spending less time engaging with content.

Using coloured visuals helps your customer read more easily and get a basic understanding in less than 1/10 of a second.

2.         More accessible

People following directions with text and visuals do 323% better than without visuals.

We can comprehend information more successfully when it is communicated visually, leading to greater consumer satisfaction.

Visual content also helps global customers to transcend cultural differences and language barriers. 

3.         Easier to recall and convincing

The human brain finds visual communication persuasive. Visuals encourage the eye to compare different pieces of data and find connections between them.

Visual content gives consumers the ability to make decisions between products and brands.

Also, people remember 80% of what they see and do, and only 20% of what they see and 10% of what they hear. 

 

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