The Importance of Visual Content in Social Media Marketing
“A picture tells a thousand words” – Undeniably cliché, unreservedly banal, yet ever the more pertinent.
We love visual content. Instagram, YouTube, Snapchat and Pinterest find themselves thriving using methods that are unconventional, yet predominantly visual – acting as the hook draw users to their platforms. Beginning with Generation Y, we see a monumental shift away from traditional text-based consumption. Online video viewership is up 43%, 81% of people online skim instead of read, and only 20% of information read is retained, if at all.
What does this mean for those tasked with social media marketing? Simply put; visual content – whether static or moving – is imperative. Posts with visual content produce a 650% higher engagement than typical text posts – a clear indicator of its importance.
But of course – It’s not so much the act, but the type of visual content we are posting to social media.
Due to oversaturation of digital content – and the adoption of mobile internet access – our attention spans are shorter than ever. With a huge amount of the brain dedicated to visual processing, images can quickly grab our attention, reel us in and tell the story of our products. The brains process images in as little as 13 milliseconds – making it a less laborious task to gather meaning from an image, rather than read the text provided and internalize it.
Knowing this, it’s no stretch that the adaptation of image on social media drastically improves engagement.
- On Facebook, posts from brands including images earned 87% of all engagements in 2014,
- On Twitter, images earned posts 150% more shares than those without in 2013.
Digital video consumption has positively exploded over the last few years. With predictions of video making up 84% of internet traffic by 2018, adapting it into marketing strategies across social media is increasingly more important.
Video uses colour, motion and sound to emotionally connect with us, giving it its own form of allure and making it more memorable than static image. Its multisensory qualities give it far more flexibility, allowing for product demonstrations, answering many potential questions about the product, and informing our purchasing decisions. This leads to higher viewer retention, as a 1 minute video can speak as much as 1.8 million words.
- 52% of customers say that watching video makes them more confident in their purchasing decisions
- Viewers retain 95% of a message when they watch it in a video text (insivia)
Here’s what we are saying. The popularity of visual content means consumers are now expecting images and video to showcase products, services and introduce them to a company. In order to improve our reach, we must adapt this content into our social media campaigns – subsequently improving viewer retention and discoverability.
We provide a myriad of services from illustration to graphical design that can help jumpstart a social media campaign for businesses of any size – as content production isn’t just about just uploading any old photo or video, but adapting quality image designed solely for the platform its being posted to.
Author: Ryan Southall