Content marketing is one of the main promotion tools. But attracting traffic through interesting content is not a new idea.
How to stand out among hundreds and thousands of sites, attract visitors and make the resource visited? The answer is simple: use visual content. Colourful photographs, original illustrations and good quality video content are essential attributes of a successful marketing campaign.
One picture is better than a thousand words
Attractive visual content can work wonders: generate traffic, increase engagement and conversion rates many times over. Text content has not lost its importance, but adding quality visual content to your site will take you to a new level of successful marketing.
A high-quality picture gets a lot of comments and clicks. The site content, provided with unique images, will not go unnoticed. According to research, posts with pictures are viewed 18% more often. And in terms of the number of reposts, they break all records, receiving them 150% more often than simple text notes. Remember: posts with pictures are a guarantee of maximum engagement. They provide 87% of social media interactions.
Why is visual content so effective?
Visual content impact on site visitors is due to the peculiarities of perception. The human brain processes visual information many times faster than textual information.
Almost 50% of people are visuals, that is, people who perceive most of the information through their eyes. Filling the site with high-quality photographs is a catchy, memorable technique. Your visitors may not remember even half of what you have told about yourself, but interesting pictures will remain in their memory for a long time.
Visual content: how and why?
The fact that high-quality content is necessary for the development of the resource and attracting potential customers is known. But even experienced webmasters, when talking about content, often mean exclusively textual materials and forget about other types of website content.
Meanwhile, video is becoming increasingly important both for search engine promotion and for the popularisation of a web resource. First of all, this is due to the increase in the number of mobile users who get acquainted with the content of the site not only while sitting in a chair but also on the go, while travelling in transport, etc. In not very comfortable conditions, watching a video is much more convenient than reading something.
Why do you need visual content?
Google constantly publishes statistics on the use of mobile devices in all spheres of a user’s life: from solving everyday issues to shopping, entertainment, and doing business. Modern devices allow a person to become mobile.
We no longer need a computer to access the Internet, create and edit documents, search for information, or do online shopping. Smartphones and tablets are replacing gaming gadgets and TV from the lives of users. The growing popularity of smart devices is forcing people to think about reformatting content.
Text is not the best format for on-the-go perception. High-quality visual content gets more inbound links, and linking to a source is easier than creating visual content yourself.
Here are the statistics:
- 80% of users are more likely to read text containing interesting, useful images
- a person remembers only 10% of the information they hear and 64% of what they see
- content with relevant images gets 94% more views on social media than content with irrelevant images
- studies show that infographics are more preferred by users than on-page text
- infographics receive 3x more social signals than text content
- articles with a lot of images get twice as many social cues.
Recommended formula: 1 image for every 70-100 words.
Images are perceived faster and easier by consciousness. Infographics organize data, draw attention to the main thing.
Text is an imperfect means of communication. The language allows you to create millions of combinations, the understanding of which depends on the knowledge and ability of the reader to process information. It is likely that the user simply will not understand your disgracefully correct text.
Infographics combine graphical presentation (easy to read) and short text (for a more accurate explanation of abstract concepts).
Structured information is easier to scan, and visual symbols create associations and memorisation. Infographics use brand identifiers – logo, colours, fonts – and this connects the brand with the solution to the problem in the user’s mind.
Another type of visual content that not only informs but also filters the audience.
The video is on average 2–2.5 minutes long. As a rule, the viewing depth begins to drop from about 40 seconds, about 35% of people are watching up to 2 minutes. But this is really the target audience. In other words, the total mass gets to the video, then it is filtered. Those who are not interested in the information simply stop watching the video.
Various analytics tools are available to find out when users are losing interest in a video and apply Call To Action. This will allow you to transfer to the site those target users who refused to view due to reasons such as lack of time and did not like the video.
We recommend you the following types of video that can get massive distribution on social networks and collect backlinks to the site:
- Expert videos – videos that reveal one topic, like posts-answers to questions. Short format, clear answer.
- Video case studies are a powerful persuasion tool. They should follow this structure: problem – task – methods – results – conclusions. It is often used in TV advertising, from which one can conclude about the effectiveness of the format.
- Promotional videos – short format, maximum of useful information, clear visualization of the product/service.
- Reporting video – it’s a tool for increasing trust, does not sell, but convinces users of the reliability and openness of the company.
- Video reviews of new products are a mega-popular format. It is explained by the desire to find out information not from an advertising source, but from the point of view of an ordinary user.
How should you use Video?
However, video content also has its disadvantages:
- Video download may take longer than usual
- Limited accessibility from mobile devices (due to the quality)
- Not the most convenient format for viewing on the go
In order to create a successful video, these factors must be considered:
- The topic of the video is clear
- Substantiation of the problem
- Video accompaniment with text
If the video does not load, the duration of the video exceeds the user’s allowance, then the interaction will not take place. Often the user experiences the effect of disappointed expectations – he watched a long video and did not receive an answer. The text will help prevent negativity, make it clear what the proposed video is about.
Why you should use video
The statistic prove that using video is a powerful way of amplifying your marketing results.
- Links to video clips in mailing lists increase the Open Rate by 200-300%
- Landing page videos increase conversions by 80%
- YouTube’s statistics show that the audience of this social video platform is growing by 100% every year.
- After watching the video, 64% of the users are ready to place an order on the website
- Real estate sites show 403% conversion growth following video posting
- A high-quality promotional video clip increases the desire to buy goods by 97%
Images in content
Text with images gets more links and social cues. However, content managers of projects take these statistics literally, supplementing the articles on the site with non-thematic, useless images “for good”.
This approach does not in any way help to attract the user’s attention, but rather, on the contrary, casts doubt on the competence of the site and the brand in the issue covered.
Moreover, template pictures in the text evoke in the user’s mind a clear association with useless SEO texts of the early 2000s.
The image should concretize and show what was said, supplement the information in the text, and not become a technical attribute.
High-quality, thematic images stimulate emotions, aesthetic pleasure and the desire to share useful information with other users.
Are you using visual content correctly?
How to understand whether the use of visual content is effective, does it allow you to achieve the intended goals? The principle of using pictures and photos correctly is simple: users should share them on social networks. And you yourself should strive to distribute them to the maximum number of sites. For example, photos from Instagram can be shared on Facebook and Twitter.
But the mass distribution of photos is not enough. Pictures and illustrations should be interesting first of all. Web design professionals from Sydney have some special simple tips for creating effective visual content:
- fewer words, more photos – do not distract visitors from the picture with an abundance of text information;
- give inspiration – clients often do not know what they want, so your photos should inspire them to buy goods and order services “as in the picture”;
- be inspired by yourself – invite those who already use your products to share their pictures (this will allow potential customers to be convinced of the quality of the goods, increase confidence in the brand).
But you shouldn’t neglect the text content either – make sure that it is written by professionals. That way, you can get compelling, engaging content that amplifies the action of your photos.
Now is the age of visual content. People are overwhelmed with information, and it all depends on the way you bring that information to them. Visual content makes it easier to reach your potential customers. Only, make sure that everything you do is at the highest level, even the visual content that you offer to the audience.
About the author
Nick is a blogger and a marketing expert currently engaged on projects for Media Gurus, an Australian business, and marketing resource. He is an aspiring street artist and does Audio/Video editing as a hobby.