I’ve read recently that 2014 has been the year of visual. Well, it hasn’t passed yet, we have two more months to go but up to now, this statement seems accurate. Visual content has become extremely popular in the recent year or so; many companies have adopted the strategy in order to increase sales, make their brands more noticeable, grab their target audiences attention etc. But what is it that makes visual content so successful?
In the first place, its innovation. The market is overwhelmed with content and it’s becoming more and more difficult for your story to stand out of the crowd. In the second place, visual content is quite engaging; it catches the eye, is easier for the human brain to process and therefore generates more views, clicks and conversations. Everyone is recognising the importance of visual content nowadays. Social media platforms are constantly improving their image and video news feeds, visual sites like Pinterest and Tumblr are gaining more and more popularity every day. Twitter which was almost an entirely textual platform, has now updated its feed to show pictures and videos and has made its users’ profile photos and headers bigger and more visual.
It has been proven, that the brain processes visual content 60,000 times faster than text. Have you ever wondered why textbooks and children novels are full of pictures? To catch children’s attention of course. When I was a child, I was learning more things from the pictures than from the text. For instance, during my Biology classes I’d understand the structure of the cell much better when I’d seen it pictured out rather then read about it and than try to imagine it myself. It is the same principle with content marketing as well. We may grow up but some habits never change. And taking an interest in the visual rather than the textual is one of them (I, personally, do not read blogs or any type of articles which lack images or videos).
Infographics and Vine videos are all over the web these days. It’s easy to notice them and twice as easy to remember the messages they are spreading, especially if offered in a creative way. Basically, visual content could be applied to anything- any industry, any type of social platform, any type of business, interest etc. Not only the professional but the academic world is using visual content too. The research papers and text books are full of graphs and charts and models, showing in a much more understandable way the complexity of a certain theory, invention, discovery and so on.
So, if you haven’t integrated visual content to your marketing strategy yet, you’d better do so now. Be innovative, be brave, but most of all be creative. After all, creativity is intelligence having fun!