How Your Brand Can Capitalize on the Shift toward Visual Content

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One of the biggest social media trends projected for 2014 is the rise of visual content. Image-based updates have up to 600-timeshigher engagement than text-based updates, and video content is in between. Photos and videos are fun and engaging, but they aren’t easy to create and quality stock photos are expensive. A small business can have trouble taking advantage of this trend because visual content is simply harder to put together than text content. Here are a few ways your brand can still capitalize on the visual content trend in spite of some of its barriers to entry.

Use More Images and Video on Your Current Social Networks

Visual content isn’t just for the visually based social networks, such as Pinterest and Instagram. If you don’t have profiles on those networks, then that’s okay. Don’t open a new profile for the sake of marketing your visual content. Focus your energy on the profiles you already have by using more images and video on Facebook, Twitter, and Google+.

That doesn’t necessarily mean that you need to pull out your camera and upload entire albums of pictures, either. For example, simply attaching a photo to a Facebook update generates 53% more likes than the average post, and this can be done simply by sharing a link to a blog post or news article and uploading the image from the post along with the text update. Instead of creating a text-only status update, upload the photo or video from the post, and then include the post title and link as a description of the photo/video.

Include Visual Content on Your Landing Pages

Visual content isn’t only for social media marketing, it can also benefit your website. If you don’t have the time or the resources to regularly post photos and video for social media, then you can at least create a video or take a few photos for your website’s landing pages. Landing pages with a video increase average page conversion rates by 86%! Photos don’t produce results that are as dramatic, but A/B testing has shown that landing pages with pictures still do better than ones without any visual content at all.

If you need ideas for visual content for your landing page, then a good place to start is with the offer itself. If you want people to download a white paper, then including an image of the white paper’s cover on the landing page can make difference in conversion rates. The photo lets people see what they are downloading, instead of just reading about it, which makes the offer more compelling.  And the more photogenic your product or service is, most likely the better your success will be as well!

If You’re Feeling Bold (Or Full of Data), Create Infographics

Infographics are one of the more difficult pieces of visual content to create in that they require both a tremendous amount of information to support them and also need to balance displaying this information in a way that is easy for the reader to grasp and aesthetically pleasing for them to look at. Compared to working with photos, you can purchase stock pictures or use images from Creative Commons and they’ll often work well in blog posts, social media updates, and landing pages.  For videos, more personal brands can use webcams to film a short update from a notable employee or create a tutorial by recording a screen capture of one of your product’s features. But with an infographic you first need to collect and prepare the data that’s going to support it. Then you need to create the design and layout, or hire someone who’s skilled in graphic design to work on that. Even with an infographic template, there’s still a lot of work that needs to go into this type of visual content to make it of high enough quality that it will reflect positively on your brand.  But with greater effort also comes larger rewards, which is why you still see many prominent companies producing infographics on a regular basis.

Infographics are an excellent marketing tool because they engage people visually and textually. Our brain responds to both input types differently, and it processes images 60,000 times faster than text. This is at least partially why companies who publish infographics see 12% larger growth in traffic compared to those who don’t.

Visual content was already an important part of a brand’s content marketing strategy in 2013, but in 2014 an even greater emphasis should be placed on it as key members of your audience will use social media and mobile platforms even more than they did last year. Both of these channels cater to visuals well, so as your prospects and customers continue to adopt them as part of their daily routines your company needs to respond by investing in its presence through visual content.  After all, one of the founding principles of marketing is that you always want to be where your customers are!

What kinds of visual content are you planning to create this year? How is your business going to take advantage of this trend? Share your thoughts in the comments section!

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