The appeal of the visuals

Content marketing through visuals

Accept it, all of us wish to have a time-travel machine which will transport us to a time and world gone by. But this time travel to the past is certainly not suitable for marketers and brands involved in content marketing. Had it been maybe one year back, then one could have easily made their way to the top through simple SEO without adding any sort of visual element.

Let’s be honest, would you like to read a long article without any sort of visual appeal in it to shorten and simplify it for you? No, right, especially when you have a lot to scroll through your newsfeed? This is exactly why brands need to make their content visually appealing-to hold the attention of the audience.
Words are hardly sufficient today. In a world of rapidly disappearing social media stories, it becomes necessary to make content more engaging for the readers. The increase of images, videos, info-graphics etc on social media as well as other content marketing platforms implies that brands need to understand the importance of imagery. With attention span of readers decreasing rapidly, one’s point can be made across only when the audience spends considerable time with it.

What better way to do that then colorful imagery (panda videos do not count here, they anyway pause people’s scrolling). So what exactly makes visual content so appealing?

As per statistics, the brain is able to perceive visual content faster than any other type. As per a research done by Visual Teaching Alliance-

  • Eyes can process 36,000 visual messages per hour
  • The sense of a visual scene can be felt in less than 1/10 of a second
  • 90% of information transmitted to the brain is visual
  • Brain process visuals 60,000X faster than any text

Since numbers never lie, it is safe to say that using visual content is a psychological weapon for audience engagement. With the overload of information on social sites, it is visual content that has far more potential of catching the eye of the users.

Moreover, given that a picture tells a thousand stories, visuals are not only easy to understand but also convey a story with minimal use of words. It is similar to reading a comic book, one does read the dialogues but most of the focus is on the sketches.

Visual content also increases the social media engagement. A study conducted by AdWeek had suggested that tweets with images receive 18% more engagement than those without images.
There are different types of visual content. The most popular ones of them are-

  • Images
  • Videos
  • Infographics
  • GIFs and Vines
  • Presentations

As per WebDam, 79% of the internet traffic will be through visual content by 2018.

See, this image managed to hold your attention for a minute, did it not and you tried figuring out what it implies.

This is exactly what visual content does, it keeps you hooked. (Still cannot beat the panda videos though)!

If you are looking to increase your traffic through some visual content or want to know more about the appeal and use of visual content, then visit our website.

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