by Dr. Shamael Zaheer Khan
In today's rapidly evolving digital landscape, where attention spans are shrinking and information overload is high, marketers are challenged to find new ways to engage audiences and communicate their messages. One powerful approach has been visual communication, which leverages infographics, video content, and images to cut through the digital clutter and grab attention.
There is no doubt that incorporating visuals into marketing campaigns has become increasingly important to capture audiences' attention and drive engagement. Forty-nine percent of marketers rate visual marketing as “very important” to their marketing strategy, 22% consider it “quite important,” and 19% say that their strategy is "nothing without visual content."
Social media platforms like Instagram, Pinterest, and Snapchat have further reinforced the importance of images and marketing, providing marketers with robust channels to showcase their visual content and engage with their audience. Through the use of images, marketers can demonstrate their brand's aesthetic, values, and personality, ultimately fostering stronger connections with their target market.
Infographics and visual marketing
Human beings are inherently visual creatures and process visuals 60,000 times faster than text. When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retain 65% of the information three days later.
Infographics have gained significant traction in digital marketing as a way to present complex data or information in a concise, digestible format. By simplifying complicated concepts, infographics can showcase the value of a product, service, or idea, making it easier for audiences to grasp and connect with the overarching message.
Today 61% of marketers utilize infographics. Keep these tips in mind when developing your own infographics:
Write a clear headline. Headlines should be simple, clear, and self-explanatory. Titles that clearly explain the purpose of your infographic will more likely grab your readers' attention.
Use reliable sources. If you're not citing your own data, infographics should be created using reliable data and figures along with proper sourcing. Citing authoritative sources adds credibility and value to your message.
Be creative with your visuals. An infographic can include images, animations, short videos, graphics, and icons to present data in an appealing way.
Show, don't tell. The strength of an infographic is its ability to convey an idea in pictures, so keep the text minimal and think about ways to display information using images and charts.
The growing demand for video content
Videos undeniably have become a cornerstone of modern marketing with 75% of B2B marketers utilizing video in their marketing efforts. Wyzowl’s State of Video Marketing reports that:
- People on average watch 17 hours of online video content per week.
- 96% of people have watched an explainer video to learn more about a product or service, with 89% saying watching a video convinced them to make a purchase.
- 90% of marketers use YouTube for their video marketing, followed by Facebook (86%), and Instagram (79%) and LinkedIn (79%).
Platforms like YouTube, Facebook, and Instagram offer vast opportunities for marketers to reach and engage their target audiences. Short-form videos on platforms like TikTok and Instagram Stories also offer new ways to showcase products, create brand awareness, and share experiences or stories with a massive audience.
In the age of AI, some marketers have taken video marketing a step further to grab viewers' attention. Lowe's Innovation Labs reports that customers who viewed home improvement videos that were shown in virtual reality (VR) had a 36% higher recall compared to customers who only viewed instructions via a YouTube video.
Holoroom How To: Lowe’s first-ever virtual reality DIY clinicswww.youtube.com
Visual communication strategies for digital marketers
To make the most of visual communication in your digital marketing campaigns, consider the following strategies:
Think mobile-first. Optimize visual content for mobile devices, ensuring images and videos are aesthetically appealing, responsive, legible, and designed to load quickly.
Stay on brand. Align visual elements with your brand's style guide, tone, and personality to ensure consistency and memorability across all campaigns.
Prioritize quality. Invest in high-quality visuals, whether created in-house or sourced from professional designers, photographers, or videographers.
Know your audience. Tailor visuals to resonate with your target audience by understanding their preferences, sensitivities, and values.
Experiment and innovate. Stay informed about emerging visual trends and platforms, and don't be afraid to experiment with new formats and styles.
The future of visual content marketing
As the digital landscape continues to evolve, the importance of visual communication in digital marketing campaigns will only increase. Marketers must learn to leverage infographics, video content, and images to captivate their audiences, convey their messages effectively, and stand out in a competitive digital space.
By tapping into the power of visual storytelling, marketers can better connect with their audiences, foster emotional connections, and ultimately drive better results for their campaigns.
FAQs and visual content marketing
What are the benefits of visual content?
Visual content enhances comprehension, engagement, and retention as it simplifies the absorption of complex information. It attracts attention, boosts learning, and taps into emotions, encouraging shares and interactions.
What is visual content in marketing?
Visual content in marketing refers to imagery used to communicate a company's message, value proposition, or anything that can be marketed through improved appeals. It encompasses infographics, videos, photos, memes, graphs, diagrams, and presentations.
Are infographics effective for marketing?
Infographics are highly effective for marketing because they combine textual data with visual elements, making complex information easier to understand and recall. Infographics increase user engagement, drive website traffic, improve SEO, and boost shareability on social platforms.
About the Author
Post by: Dr. Shamael Zaheer Khan
Dr. Shamael Zaheer Khan, an academic and practitioner in digital marketing, brings a unique blend of theory and practice to his position as vice president of digital marketing and corporate strategies at an SaaS firm. He holds a doctorate in digital marketing, and has contributed to the field as an academician, shaping minds and honing the skills of the marketing leaders of tomorrow. His theoretical knowledge is matched by a professional portfolio, which includes strategic leadership in accelerating growth, cultivating innovation and driving transformation in business technology environments.
Company: Hyperzod Technologies
Website: www.hyperzod.com
Connect with me on LinkedIn.
