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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How Visual Content Is Transforming Social Media?

When communicating an idea, the perfect picture can make words obsolete. Images tell stories that even pages of text could never fully capture. Day by day visual content is gaining more and more importance. Here is the latest info on visual content by Hubspot.

Lately, I’m sure you’ve noticed there’s been no shortage of buzz about the value in leveraging visual content for marketing — particularly when it comes to social media marketing. And sure, most will agree that visual content is easier on the eyes. But does it work?

Looks like it.

According to a new infographic from global communications company M Booth and media measurement and analytics company Simply Measured, visual content is not only taking the online world by storm; it’s also driving engagement! Here are some highlighted stats from the infographic that make the case:

  1. On Facebook, videos are shared 12X more than links and text posts combined.
  2. On Facebook, photos are liked 2X more than text updates.
  3. 42% of all Tumblr posts are photos.
  4. On YouTube, 100 million users are taking a social action on videos every week.
  5. Photo and video posts on Pinterest are referring more traffic than Twitter, StumbleUpon, LinkedIn, and Google+.

The infographic also features a timeline about the recent growth of visual content on the web. Check it out below…

VisualStorytellingInfographic resized 600

What roles does visual content play in your marketing?

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