The importance of visual content.
These days we are flooded by constant information. More specifically, we regularly surround ourselves with new data. Every question we type on Google displays thousands of results, which can be overwhelming to those posing the questions. Yet, most often than not, we only scan the first few pages of the search engine. So how do companies and content marketers reach those first few pages?
There are many ways that can help achieve those results, including keywords, tags, meta tags, and alternate text. While these marketing tools are great in ranking a page, we sometimes neglect the power of visual content. Posting captivating and original visual content can draw in more viewers due to its visible appeal. Many of us want to drown out the white noise that surrounds us and instead connect with more personal faces of companies. One way to do this is through good visual content, which can hugely amplify a post.
What we know about visual content – statistics.
Visual content is found everywhere. Whether through infographics, images, or videos, allow users to understand the content easily. Here are the most interesting takeaways I learned from my research.
1. 200 marketers were asked what kind of visual content helped them reach their marketing goals in 2019:
a. 40% said original graphics.
b. 24% said videos and presentations.
c. 13% said stock photos.
d. 9% said charts and data visualization.
The above statistics surprised me and shows a considerable difference between original graphics and stock photos, as highlighted in bold. This data suggests that original content attracts enormous amounts of viewers and is essential for business.
2. A study of more than 1 million articles found that blog posts with images that are added every 75 -100 words had double the number of shares.
3. A huge percentage of marketers struggle in producing engaging visual content and need to be addressed.
a.43% struggle in producing content consistently.
b. 22% struggle in great design.
c. 22% struggle in sourcing data, statistics, and content.
d. 12% struggle in structuring data, statistics, and content.
4. According to a survey in 2018 shows that:
a. 54% of consumers wanted more videos.
b. 46% of consumers wanted emails/ newsletters.
c. 41% of consumers wanted social images.
d. 34% of consumers wanted social videos.
e. 18% of consumers wanted blog articles.
f. 17% of consumers wanted content in PDF to download and read later.
The magnitude that videos reach in engaging, entertaining, teaching, and attracting customers is significant. However, it is extremely interesting to note that email marketing has an almost equally large reach. While emails is an older format, it continues to be an essential source of communication sharing.
5. Data shows that the most important aspect when creating and publishing content are:
a. 35.8% in image/videos.
b. 34.1% in the narrative.
c. 21.7% in a call to action.
d. 8.3% in caption/status.
It is important to note that images and narratives are almost equally important in marketing the content. As a result, both written and visual content have to be priorities.
Visual content going forward.
As online presence continues to grow and develop, I believe that visual content will be necessary for business and life. Whether using a social media platform, writing newsletters, or blog posts, implementing good visual content should be part and parcel of all digital marketing efforts.