Visual content is a recent movement based on the use of visual resources, with the purpose of introducing content online without losing people’s attention by being boring.
The main engaging of Visual Content is the easy form in which it catches the audience attention through the combination of several tools.
This technique is one of the most used nowadays in Content Marketing; as it seems to be very effective, plenty of organizations have included it in their ways to sell. First, it is necessary to explain what the Content Marketing is; based on the Content Market Institution concept, it is a strategic way to sell focused on creating and distributing interesting and valuable content to attract a defined audience.
It is, in fact, a very smart way to catch the audience you want for your products or services. The sale of content is less aggressive than the straight advertisement of the product, it gives the sensation that the enterprise wants to help you, to make your life easier instead of only getting money from you. In this case, you give to your target the info they should know in order to make them feel they absolutely need what you are selling to be in the current trend.
Information instead of products
It is believed that content is the present –and the future as well- of Marketing; and as a consequence of the giant movement it has had, different ways to highlight yourself are needed; that something to make your organization especial, to get on top among the competition. This is how Visual Content was born. Humans have been visual since the very first days, when Cavemen did their drawings to communicate.
Just like a famous slang use to say “A picture is worth a thousand words”, it works in the same way in marketing. Visual tools can bring you more engagement between the audience and you, because it creates curiosity and interest.
How does it work?
In the same way as written information, the main difference with visual content is the use of various others techniques like image, and combine them with text. Charts, statistics, quotes, pictures and many more options are available to convert your info in something attractive to the audience.
When the World Wide Web began, and with it the search engines, people trusted the most in written information; let’s say it, Wikipedia was our personal library! However, this concept has changed a lot. Nowadays, some sources are more trustable than Yahoo Answers, right?
Without any doubts, this is the most frequent phrase on the internet. How many times have you searched something on Google by starting with how to? Internet has become a confident media to get reliable information.
Firstly, blogs and forums were the most chosen one yet videos and info graphics were rarely taken into account. Moreover, it is far from being like that in these days. How many times do you get into Youtube to search for a tutorial instead of Wikipedia? How many DIY videos have you watched recently? If your answers are: “a lot”, let me tell you that virtual content already has your attention.
By this method, the information cannot be focus of misinterpretations; given the fact everything is so well explained that your doubts will be easily clarified. Here are the most popular techniques of Visual Content:
As Jeff Bullas explains on his website, the usage of pictures increases in several ways the impact your content has in your desired target. Mainly if the picture is taken by you and not a paid one, the more realistic the picture is, the better it is received.
Images are an excellent tool to catch people’s attention, the major amount of multimedia you include in your content will be more tentative to customers. Analyzing pictures takes time and the target market can give his own definition, which makes people feel closer to a brand.
Bigger advantages are also part. First, the utilization of social networks like Instagram to advertise has shown to be a very effective one for little and big organizations. Keep in mind that a very big percentage of the population has access to this type of apps.
Also, as a consequence of the massive development of mobile phones, great part of online shopping and researching is done by a mobile, wherein texts look longer than they actually are, plus the fact that reading in digitals screens takes more time so including interesting images to your articles may keep people stay until the end of the info.
This amazing tool has recently gained ground on internet. It is well known that information that shows exact data: statistics and authors is way more reliable that those that don’t. Infographics have some characteristics that highlight this option over others.
Primarily, it shows long and hard to understand information in a lighter form, including charts, pictures, dialogues and very often humor. The humor aspect is one of the most important ones in this type of virtual content; it helps audience to visualize the info easier and faster in comparison with texts.
In the same way, the cartoon style in which infographics are develop also leads to that lighter sensation mentioned before. The perfect design is the compilation of drawings, colors, different font styles and complex data will result in a high impact post.
Something absolutely important to consider when planning to use infographics in your marketing, is to ensure the reliability of the information, it has to be accurate, relevant and, of course, relevant to your desired audience.
As they are shared in images format, they’re perfect to be used in social platforms like Facebook, Pinterest, Instagram and Twitter. By doing this, sellers get in touch in an interactive way with the customers, that may represent an increasing of engagement and earnings.
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This option is a bit more expensive than the previous ones yet, it worths every penny. By using videos, the level of interaction increases significantly. There, common concerns are presented in a realistic way and the main purpose of each video is to show you how the product in sale would solve your problems.
As related in Cisco’s Website, in this year, 69% approx. of all the traffic on internet will be produced by video content. The opportunity an interactive video offers to viewers is to have the chance to be closer and actively involved with the organization; it makes customers more alike to get back.
There are many styles of virtual content by videos: challenges, demonstrations, animated, customer testimonials, vlogs, DIY, and how-to videos. No matter which type of video you pick, the main thing is –again- the information. By the way, platforms like vine and snapchat have proven that it isn’t necessary hours to generate good quality content.
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Memes and GIFs
A meme is the combination of a picture and a short text, almost always referring to something funny. In the very first appearing of memes, they were not used with advertising purposes, as they were used and developed by young people. Precisely by this is why marketing experts thought of memes like a flawless way to get into young target without any effort.
Once again, pictures are proving that can express more than long plain texts. Even when Memes do have texts on it, they are not long at all. This trend, gives the opportunity of make jokes about your company, which gives the intention of showing it natural and imperfect, it leads to more engagement from your customers because they are allowed to laugh about you.
On the other hand, GIF are really short group of images creating a small video without sound on it. GIFs are often related with humor, in the same way memes are and have become part of content recently. Keep in mind that memes and GIFs are for young people; these tools do not fit in every niche; a profound search should be done and if it is suitable in your case, don’t be afraid of use them.
This iconic tool has suffered many changes through time, all of them in a very positive way. Presentations are often described as longer versions of info graphics; given the fact they share similar characteristics such as: combining images, short texts, compiling important information in easy-to-read forms, and so on.
Presentations are not limited to boards anymore, online slides are available from the recent years and it can be shared in any device; platforms like slideshare, prezi and powerpoint are perfect for creating yours.
According to Long’s opinion 90% of the information transmitted to the brain comes through our eyes, processed 60.000 times faster than text and 40% of the viewers will respond better for info with visual aids than plain texts. It is, by far, excellent news for those organizations that are changing the method they used to sell. In the end, customers need products and products need customers!
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