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The importance of visual content in modern-day marketing

Meg Caswell
Marketing Coordinator

With the rising popularity of visual media platforms amongst modern-day consumers, you can no longer ignore the need to go visual when it comes to your digital marketing strategy. 

A generation of visuals

In a world ridden with Facebook memes and visual apps, it’s becoming increasingly obvious that visual content is shaping the future of modern-day marketing. The stats speak for themselves—youtube boasts over a massive 4 billion views per day, and social media sites such as Instagram and Pinterest are amongst the top five global internet traffic drivers. Big brands across the world are now recognising the need to adopt visual content as a central part of their marketing campaign, with front-runners such a coca-cola launching ingenious visual marketing strategies such as their ‘share a coke’ campaign. 

Why go visual? 

Visual content is the fastest and most efficient way of capturing an audience’s attention. Research shows that our brains process visual information 60,000 times faster than plain text—meaning an image literally speaks a thousand words in a matter of seconds. Building a visual social media presence is now a necessity for businesses who want to increase audience engagement, up web traffic, and ultimately obtain more revenue.

bloggers taking photos of food

Top Tips for visual marketers 

  • Feature your followers — If you really want to drive engagement with your social media posts, customer involvement is a must. Get your followers to send in selfies or hashtag pictures featuring your product to keep them in the loop and help spread the word about your brand.
  • Call to action — Give your followers a reason to engage. Holding competitions and giving your customers a ‘call to action’ will help increase engagement with your posts. Ask your audience to ‘like and share for a chance to win’ or  ‘double tap their favourite dish’ to reel in more likes and increase your following.
  • Know your audience — If you’re earning yourself a decent following, this is probably because you’re publishing content that appeals to your target audience. Make sure that your future posts remain entertaining and relevant to the people you are trying to target.
  • Create original visual content — Creating original visual content for others to share is a great way to increase your businesses’ web traffic. Take Pinterest, for example—if you create eye-catching visual content that links to your page for others to pin, you increase the chance of someone clicking through to your own website. 
  • Consider using infographics — Infographics are a great way to simplify and spruce up the presentation of data for your audience. We process visual images a lot faster than plain text, so incorporating visual infographics into your blog or social media strategy will help you convey your message more efficiently. 
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