Modern marketing has more than five thousand different tools. At the same time, you have only 8 seconds to interest a potential client with your proposal, to like and be remembered by them. Communication should be fast, clear and imaginative. That is why visualization is coming to the fore today. Visual-graphic communication helps to interpret images unambiguously.
The only problem here is to find an image that will be read equally by everyone. A simple example: ask several people to draw a dog. Everyone will portray it in their own way. Therefore, when creating visual images with graphic design software and choosing types of visual communications, try to focus on your target audience: the socio-cultural level of users, their interests, age, education.
The Importance of Different Types of Visual Content
Content with visuals has more views than non-visual, and social media users are more likely to share visual content than any other. In addition, the level of information storage is much higher when consumed through the visual medium.
When creating a marketing campaign, it is very important that the visual content is thought out as much as any other element. To help you create the best visual content for your marketing campaign, we’ve compiled a list of our top 5 tips for creating engaging visual content.
1. Know Your Audience
Conducting marketing research is a must when creating effective marketing campaigns, so it should come as no surprise that it is important for creating effective visuals as well. Ask yourself who your audience is, what platforms they use, and how they use visual content. With this information, you can shape your content in a way that makes sense for your marketing purposes. For example, if you know your audience is mostly sharing information via Twitter, make sure your visuals work on that platform. By doing this, you are giving yourself your best chance from the start.
2. Maintain Consistent Visual Marketing
Maintaining a clear and consistent corporate voice is just as important to your copy as it is to your visuals. While it doesn’t mean that your visual content should look the same (in fact, they should be varied), they should have cohesive elements that fit in with your other visuals as well as your overall brand. Whether it’s done using the same color palette, the same tone of voice, or something as simple as a font, this is a key step in creating professional and engaging visual content that represents your brand in a better way.
3. Use Copywriting Techniques
In addition to maintaining consistency and knowledge of your audience, using basic copywriting techniques when creating visuals can be the difference between average and memorable visual content. It doesn’t have to be incredibly difficult. Copywriting techniques can improve your visual content if you are aware of the benefits your product or service provides, they are also sensitive to your audience, understand their concerns, and clearly demonstrate how you can address those issues.
One of the best arguments for using visual content in your marketing campaigns is its ability to break up text and present information in a simple, easy-to-read format. To maximize these benefits, it is imperative to simplify visual content. Visuals that rely too heavily on text, are small and cramped, or clutter up the page can negate the benefits of visual content. Once your visuals are ready, try removing one or two to see if that helps the overall page feel.
5. Use Different Types of Visual Content Creation
In addition to staying on top of the tips above, it’s worth considering the types of visual content creation available for you and your business. It’s a great idea to use dynamic and varied visual content to engage and entertain users. There are many forms of visual content, so don’t limit yourself to photos and images.
Types of Visual Content Creation
Photos are the most common form of visual content, and they are common for a specific reason. Used correctly, they are attention-catching, informative, and can help keep traffic. While stock photos are easy to use, they are not personal and can disconnect readers from your message. Also, make sure you keep a close eye on copyrights. Moreover, using photos taken by you or your company is great because they are immediately personalized and you don’t have to worry about copyright.
Infographics are one of the best options for displaying data. When done well, they are easy to understand, memorable, and can be personalized to suit your brand voice. So the next time you want to convey statistics in an easy-to-read format and focus on the information you need, try compiling it into an infographic.
Still, images often appear when considering types of visual content creation, but videos (which are often underestimated) are a great addition to your marketing toolbox. Instead of relying on your target audience’s reading comprehension skills, videos get right to the heart of the matter and put your face to the content. Because they are instantly personalized, videos are a great way to give instructions and answer questions.
GIFs are a useful way to add static images to motion without having to click on the video. Likewise, a blank screen and silence immediately attract our attention when watching TV, motion on a static page does the same. Due to the limited and cyclical nature of GIFs, they are not good options for displaying information. However, they are a great way to include dynamic CTAs and eye-catching graphics.
Interactive Content Similar to polls, this is a great way to drive consumer interest in your brand. Although they are an unconventional form of visual content, when done well, they serve as visual respite, just as traditional visuals do. Plus, it’s an easy way to convey your voice and tone, and get to know your audience better.
When setting up your marketing campaign, be sure to pay attention to the visual content you create. By researching your audience, maintaining a consistent brand voice, simplifying, following copywriting techniques, and varying the types of visual content you use, you are giving your business the best chance of success.