The Power of Visual Content
Images tell your story in a way that written copy simply cannot and as attention spans grow shorter [8 seconds is the latest ] and concepts become more complex, finding a way to incorporate images into your marketing messaging is increasingly important. If you are not using visual content, you are in the minority. According to a recent Vennage survey of over 300 marketers, over 90% of those surveyed said they have used visual content in more than 50% of the content they published.
90% of those surveyed said they have used visual content in more than 50% of the content they published
It makes sense that marketers are increasingly relying on images when you consider how the brain processes information. Just like your marketing campaign should utilize a variety of channels, it should also incorporate a variety of content types to expand your audience reach, maximize your engagement metrics and deliver a surround sound experience to your target audience.
This infographic from Main Path Media is a great reference for matching up content type to your objective, How Our Brain Processes Different Kinds of Content
While infographics and custom designed graphics will drive the highest engagement, GIF’s, stock photos and charts can also be used to break up copy and bring visual elements into white papers, ebooks and other assets you may be creating.
So how important is visual content marketing to your next campaign? You decide….
- When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. Source
- Tweets with images receive 150% more retweets than tweets without images. Source
- In an analysis of over 1 million articles, BuzzSumo found that articles with an image once every 75-100 words received double the social media shares as articles with fewer images. Source