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Content Marketing
How important is visual content to marketing?
May 25 2018
 
If you’ve been keeping pace with the latest marketing trends over the last year, you’ll no doubt have heard that visual content is on the rise. But does it really matter to your overall strategy? The short answer is yes.

The way customers consume data is changing and there’s now a huge amount of value in providing content that’s visual, with video leading the way. It’s a trend that online businesses can’t afford to ignore if they want to keep up and get ahead of rivals. With user's attention span rapidly on the decline, the need to quickly and effectively tell a story and engage a consumer is best accomplished via images and videos. So, just why is visual content so important?


1. It boosts retained information
Research shows that people are better able to retain information if they have a visual aid. So, while the average person can only recall 10% of information delivered verbally three days later, it soars to around 65% if it’s been accompanied by a relevant image or video. As the aim of your marketing efforts is to increase brand awareness to create leads, taking steps to increase information retention is essential.

2. Visual content is more successful on social media platforms
Social media has become a core part of modern marketing and engagement is a key metric that you should be considering. There’s been a growing trend in social media for visual content, just look at the rise of Instagram and the introduction of Facebook Stories, and statistics are clear when it comes to visuals. Posts with videos attract three more links than posts with text only, while images produce engagement 650% higher than words alone. It’s clear that visuals are an important part of social media marketing.

3. Consumers pay more attention
Studies assessing how consumers view a website, demonstrate just how vital visuals are too. Through tracking eye movements, researchers found that attention is more likely to focus on content that contains visuals. So, when you’re conveying a lot of information, infographics are a solution for combining text and illustrations. It can improve outcomes too. When you want consumers to follow directions, the stats show that a combination of text and graphics delivers a boost of 323%.

It’s clear that visuals need to play a key role if marketing budgets, resources, and efforts are to be optimised. But it’s a sector that, much like the rest of the marketing mix, is still evolving. Live video options are now fast gaining attention and the most effective marketing strategies will need to reflect the real time element in the future.
 
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