Science behind Visual Content

Science behind Visual Content

Before we start, here are a few facts for you (backed by science and market research, naturally):

  • 30% of collective internet usage is currently dedicated to social media use and interaction
  • 65% of all humans are visual learners
  • Everyone loves memes

Ok, that last point may not be as relevant as the other two, so we’ll get to that later, but the fact remains that with statistics like that, it’s hard to ignore just how essential visual content is to marketing your brand online.

You must have experienced this for yourself numerous times. While a lot of people simply can’t be bothered to read a lengthy article, they are more than happy to open a photo (or series of photos), GIF, video, or the like. Even infographics can be pretty attention-grabbing in their own right.

Which leads us to the question: How can you use visual content to improve your branding online? Like anything else, there are some rules to this, though we prefer to call them tricks of the trade.

1) Write Less, Visualize More

Instead of a lengthy paragraph, why not shorten it to a few lines on an image? Similarly, graphs and pie charts are much more effective than long descriptions and statistics. Keep it short and concise- less content for a wider reach.

2) How Often Should I Post?

Hardly anyone enjoys being overwhelmed by updates, even if there are from a popular person or brand. Post consistently, but not overtly. Make a schedule and post updates accordingly. It appeals to our human need for routine- even if only subconsciously.

3) Put the Fun in Funny

Everyone enjoys a play on words, a reference to pop culture or (you guessed it) memes. There is a reason why entertaining content is continually going viral. People love a momentary distraction or a bit of a laugh. That being said, using humor excessively or unnecessarily will not gain you any favors; so use it wisely, but use it.

4) Consistency in Color and Font

This is essential for brand recall. People need to be able to associate that particular font and color with your brand in order for it to be effective. Choose a font that works well for you, ditto for the colors, and stick to it.

5) Optimize as per the Platform

Every platform of social media these days has its own specifications for image dimensions. Make sure your image is the right size for that platform for maximum impact.

6) Appeal to the Human in Me

If Facebook has taught us anything, it’s that we love the human touch and getting involved. Post wishes on festivals, share condolences when there has been a disaster, share photos of the company annual day. Humanize your brand.

7) Make the Grid Work for You

When it comes to breakdown of information, you can’t beat the grid. They are masters of order and proportion and, scientifically, they just work.

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What Happens You Put I and We For Your Brand?

I and We For your Brand

You are the voice of your brand when it comes to social media. It is now your decision as to how you address your fans, using the pronoun ‘I’ or ‘we’. Both the scenarios have their pros and cons. Below is a an analysis done by Likeable which will help you decide.

Using the Personal Pronoun ‘I’

Pros

Using the pronoun ‘I’ may be the best decision for your company voice.  It assists in building repertoire, and interacting on a first-name basis, both from the corporate level and from the customer’s perspective, can create a stronger connection. When responding this way, some representatives choose to sign using a name, which allows customers to directly identify who they are speaking with. Some customers have been known to come back to the brand asking for the first representative who spoke to them by name, since they already have a relationship with this individual.  First-person perspective can assist readers in feeling like a participant in the conversation as opposed to being spoken at.

Cons

Some customers may not delight in being on a first name basis with a brand. First-person regard connotes truth, intimacy and authenticity. While some may appreciate this, it may turn others away. If there are only a few people working on your brand and responding to the majority of fans and customers, this can be seen as negative. Customers may assume there isn’t enough support on the brand side and become frustrated.  Some legal considerations can prohibit getting more personal in copy or identifying individuals.

Using the Personal Pronoun ‘We’

Pros

When responding on behalf of your brand, the right decision may be to use the language ‘we.’ Responding in an overarching way like this is more authoritative. When making announcements on social media or delivering big news or apologies, it should more likely come from the brand overall as opposed to a specific individual or person.

Cons

Using this language is more distant. The focus can be brought away from personal experience and linger more on business. Fans can start to feel like their individual complaints or thoughts are not important to the brand, and they may start to feel like they aren’t being heard.

Using Both “I” and “We” Together

Perhaps your brand would feel best if there was a mix of both, as some brands have done in the past.

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