what is it and what is its importance in a content strategy? – WAU
The digital environment is a fertile ground. So fertile that we currently produce much more information than we are able to consume. See for yourself: just open one of your favorite social networks to realize that not even half of what is there is able to absorb. It is also very likely that the little that […]
The digital environment is a fertile ground. So fertile that we currently produce much more information than we are able to consume.
See for yourself: just open one of your favorite social networks to realize that not even half of what is there is able to absorb.
It is also very likely that the little that has been absorbed in a few minutes will simply be forgotten.
In such a scenario of information overload, it seems to be an almost impossible mission to produce content that engages or that is at least read.
But the real purpose of this text is not to make it pessimistic, but to show that in the midst of this absurd amount of content a new trend has been created, a faster and more effective way to absorb information and pass it on.
We are referring to the use of visual content, which won the status of darlings of the moment, and it is not for nothing. Are modalities with high potential for engagement and easy understanding.
Want to understand more about this strategy? Read on!
What is Visual Content Marketing?
It is about using different visual formats in order to transmit information to readers more efficiently, therefore, with a higher probability of conversion.
The core of this strategy lies in the fact that, once you have a very large supply of information, you need to stand out. And the best way to do this is to communicate in a simple, fast and attractive way.
Yes, attractive. A very important feature of visual aids is its ability to attract public attention for being dynamic and interesting to look at.
They are also capable of arousing emotions, summarizing ideas and making your communication memorable!
Large blocks of text, for example, do not have the same charisma as an infographic and may even tire the reader because they seem too long or simply difficult to read.
And what is the importance of this strategy?
Have you ever stopped to see the number of social networks that have included some new visual-related functionality in recent years?
We had Facebook and Instagram investing in live videos and Stories, as well as Google and the development of its image search tool. Twitter is also part of this movement and has already announced improvements in the video experience for its users in 2018.
Other than that, we also monitor the investment of great information vehicles in the creation of videos to complement their journalistic products, as is the case with The New York Times.
In the same way, so many other companies have bet on this trend, about 74% of marketing professionals already use it on their social networks.
And the return is unbelievable: posts with images gain approximately 2.3 times more engagement on Facebook and on Twitter they receive 150% more tweets.
At this point, the following question arises: but why are visual materials so effective?
The first reason is that much of human communication is not verbal but visual. Gestures, behavioral expressions, posture, paintings, are all types of natural communication to human beings, which historically precede textual language.
Then there is the fact that content of visual origin is universal, and can be understood by a large number of people from different backgrounds and cultural backgrounds.
What are the main types of visual content?
Visual content marketing is multifaceted and can be deployed in a number of different formats.
To help you further immerse yourself in the world of visual types, we will present its main variations, commenting on its specificities and showing its benefits.
The most common – and yet extremely effective – manifestation is the use of images, whether photographs or vector images (illustrations).
We contact them daily on blog posts, social networks and search engines. They are a real eye relief – when selected, of course.
In addition, they are extremely easy to purchase through free or paid image banks, and can be produced. After all, cameras and image editors are common, even on smartphones.
Studies show that users who follow instructions contained in a mix of text and illustrations perform 323% times better than in cases without images.
Besides, using it interspersed in your posts helps the reader stay on your page, since you are convinced by the image to continue your reading.
The current favorite of big companies is also the promise of the coming years. Estimates indicate that, by 2019, 80% of internet traffic will consist of videos.
And it doesn’t stop there: organic engagement on Facebook increases about 8.7 times when the posts contain videos.
And don’t be fooled into thinking it is an exclusive feature of large companies! Videos have the great potential to improve the brand’s reputation, bring it closer to users, increase engagement and even potentialize new opportunities to generate revenue. You can’t waste that potential, right?
Want to know how to make a marketing strategy using videos? Download our Video Marketing ebook.
Infographics are basically the perfect fusion of text and illustration. The balance between information, statistical data and design.
This combination is very successful and for a good reason: it is attractive and easy to understand.
Eye-tracking studies have shown that digital media readers pay more attention and spend more time on images that have information than when reading simple text on the same page.
GIF’s are small animations. They are a different and fun way to convey a visual message, in addition to having great impact when used wisely, with the timing and brand fit.
They are very useful when the company’s communication aims for a lighter format and that has a highly engaging potential. They are also an excellent format for engaging on social media!
The meme fever has also reached the world of marketing and has very interesting results.
Although they generate a lot of engagement and are popular, they must be used with caution and in the appropriate means, to avoid misunderstandings and ambiguities.
Memes can appear in video, image or gif format, and are a relaxed way of communicating with your persona. The most important thing is that they must be part of that person’s universe and must match the moment, since they are usually temporal and engage for a limited time.
And it is this informality that is so charming in memes. Have you ever stopped to think how wonderful it would be to relate to your audience with the same language he uses to relate to a close friend?
The use of screenshots, or screen capture, is a great ally for clearer communication.
Want to understand why? Just think of a situation where you needed a tutorial to solve a problem with a tool on your computer.
Text can make the message more difficult to understand. The technical language, the various steps and the lack of visual can compromise the process. However, a screenshot will present exactly the information you need to know in a simple, fast and intuitive way.
4 examples of brands that use visual content strategically
Now that you understand the fundamentals and main types, how about getting to know some brands that rock the visual content marketing strategies?
Nubank’s visual identity work is impressive and, obviously, they would not be neglected with the other visual content of the brand.
All the photographs used on its website and on its social networks are impeccable and convey exactly the jovial and innovative spirit of the company.
They are high quality images and have a very prominent common identity, highlighted in the use of the purple color that has already become a trademark.
Helpscout is North American software for support and help desk teams used worldwide.
But what really matters is the reason for being on our list: your blog. It is to delight anyone! It uses only vector images made specifically for them by an in-house designer.
The world’s leading streaming company could not be left out of our list. But we’re not here to talk about series, but about viral.
Netflix manages to use memes in promotional videos for series and on its social networks in a unique way!
And the result of that? The generation of a very strong and well-built bond with your audience and the status of one of the most fun companies on the internet.
Dominos Pizza is a brand already renowned for its communication on social media. They know very well how to use photographs and vectors capable of instigating our senses.
And there’s more! In a company campaign in 2015 they innovated by launching a pizza emoji, which, when tweeted, already placed an automatic pizza order.
That is, even an emoji can be considered a type of visual content and can have great repercussions, as was the case with the aforementioned campaign.
Do you understand how Visual Content Marketing can help you in your digital strategies? How about deepening your knowledge about visiting our article on Lead generation through infographics.