Why are Visual Components Key in Marketing?

by Chrissy Jones

Around 74% of marketing professionals say that their marketing content contains visual components, as found in research conducted by infographics specialists at Venngage. Now more than ever, audiences have a wider array of websites, blogs, and printed material to choose from, so keeping audiences engaged via dynamic imagery is key. Visuals in digital and print marketing range from stock photography right through to original graphics, videos and presentations, and graphs and charts. They are a key way to summarize information, complement written texts, and catch the eye of your audience.

Visuals can Establish Your Business as an Authority in Your Industry

If you are dealing in technical or specialized fields such as the law, real estate, medicine or indeed any sector in which data is presented, summarized or synthesized, then presenting graphics to back your claim can help establish you as an authority. In the marketing study mentioned above, marketing professionals reported that the material they used most often were stock photographs. Despite this fact, they stated that original illustrations and infographics were the most successful content type when it came to achieving results. Infographics are a particularly dynamic way to synthesize both numbers and written information, giving readers a clear picture of the totality of your text in one clear image.

Valuing the Artistry of Photography

A press release with photographs obtains nearly 15% more online views than a text-only release. Moreover, a vast majority of online companies say their product shots play a key role in their audience’s purchasing decision. Photographs can do more than illustrate products, of course. In blogs and online publications, they can express the essence of a person, place of even a dish, immersing your audience in the ambience you are talking about. Most publications use digital photography these days but if you have an old analogue camera, you may want to experiment with it to capture one-off shots that are raw, pure, and untouched for a blog or post. Also, analogue cameras are the greener choice because they have a longer lifespan than digital cameras, and you can reduce your carbon footprint when using them by using recycled photo paper, using energy efficient lighting in your studio, and buying used gear to minimize costs.

Visuals and Social Media

Even if you have a successful website or blog, you probably also rely on social media channels like Instagram which boasts over one billion active users. Around six in every 10 users log in daily to this social site/app, making it the second most logged in social media site after Facebook. While Facebook continues to contain a blend of text and photography, Instagram is nearly all about the image or story. Taking time to capture beautiful images is a vital way to connect with a huge audience that has a few minutes to spare and prefers to do so by sliding through their Instagram feed.

Visuals are a key component of modern-day marketing strategies. They have the ability to summarize information or simply capture an audience’s attention at a glance. With social media channels such as Instagram booming and a plethora of sites and blogs vying for your audience’s attention, working on your visual game will ensure your company is seen as forward and in tune with audience behavior in what is undoubtedly a digital age.

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