Visual content including strong, original images, like photographs, videos, images and infographics, help you stand out from the crowd. Stock images are useful, although creating, curating and commissioning your own visual content shares a much more powerful message. Visual content is a way of engaging your audience and drawing them in to your…
By Ruby Edwards3 min read
Visual content including strong, original images, like photographs, videos, images and infographics, help you stand out from the crowd. Stock images are useful, although creating, curating and commissioning your own visual content shares a much more powerful message.
Visual content is a way of engaging your audience and drawing them in to your well-written blog or article. Words alone aren’t enough when it comes to marketing and standing out from the rest of the crowd.
Link clicks on visual content are 75% more effective than simply copy alone.
Some interesting stats taken from HubSpot’s blog state that:
- 70% of companies invest in content marketing, which could include visual marketing strategies. (HubSpot)
- The primary form of media used in content marketing is video. (HubSpot)
- One fourth of marketers are investing in content marketing related to product promotions while just over 20% of investing in branded storytelling specifically. (HubSpot)
- 57% of marketers used live video in 2019. (Social Media Examiner)
- Facebook lives generate 10 times more engagement than traditional videos. (BloggingX
- 90% of all video plays on Twitter take place on mobile devices. (HubSpot
- 73% of videos are two minutes or less in length. (Vidyard)
And the types most curated:
Read the full article here.
So, curating your own visual content is a must. Building your own library of uniquely commissioned content is vital if you want your brand to stand out. Trying out new mediums, including TikTok, Reddit, Pinterest and Insta, could support your goal of engaging with your target audience.
you don’t need to be perfect…
You Do Better often use a primary image for press and secondary images for social media (so that the same image isn’t used for all of our PR) although some campaigns have been run with one asset per platform i.e. using a different image or video or gif for each of the social media outlets. Try to gain as many assets per campaign as you can, so you can use fresh and interesting content to engage your audience.
We recently worked with Panasonic on a project with Royal Mint (more about that another time) and their ethic around comms and content, specifically visual content, is very apparent. Take a look at Panasonic TOUGHBOOK’s European Enterprise Marketing Manager’s take on visual content, Dan Creasey, explains his strategy:
“Words are important. I’ve grown to really appreciate the art of the copywriter! You need to be a real expert…which is why I try to focus on the visuals, especially video. Nowadays you can create amazing quality video using your phone in minutes. With video, especially authentic video, you don’t need to be perfect, or craft the perfect message, just be you and talk how you talk. Because, ultimately, we’re all people and people relate to people.
People will generally stop scrolling to see someone talk honestly, in a way they might not for a long passage of text or corporate jargon. People also grow to know you as a person, with video helping you develop relationships, because, underneath it all, people want to work with people.”
Dan has an engaging approach to LinkedIn, take a look! Whatever you do, do it well, do it regularly and do it your way… or give us a shout if you’d like some help! As seen in BusinessWorks Magazine.
