A Picture is Worth a Thousand Words

By Tricia Allenson

There’s no denying that today’s marketing world is becoming increasingly visual, and it's more important than ever that you adapt to that strategically. You still need a solid message, but increasingly, you also need supporting visuals with every post or tweet. This is because, with the surge of content across all social platforms, the competition for attention is tougher than ever.

To stand out, and to stay top of mind, you need to catch our eyes. Visuals have the power to reinforce your marketing messages. If you aren’t using visuals consistently as a part of your social media marketing, you are missing out on some serious action.

Here are some reasons why visuals should be a vital part of your content strategy:

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They reinforce your brand: How you use your brand affects how your brand is perceived and interpreted. A strong branded visual used in your social media posts can make a small company seem more powerful or demonstrate strength. Adding your brand to visuals like quotes (see example), can contribute to brand recognition and identity, and is an essential part of making an impact with visual content. Knowing how to use these visuals can contribute to brand perception and spread brand awareness.

They make a lasting impression: Images, graphics, and colors make customers feel a certain way, remember a particular message, and form opinions about a brand. In fact, visual presentations have been proven to stick in a person’s memory up to six times longer than written or verbal information; our brains are essentially wired to respond more enthusiastically to images than to words. Seth Godin writes, "The world is full of boring stuff – brown cows – which is why so few people pay attention, Remarkable marketing is the art of building things worth noticing right into your product or service."

They do some heavy lifting: Relevant visual content is an extremely powerful tool. It can simplify a complex issue, and illustrate your point, and even tell a story in a distinct way that text can’t always easily accomplish.

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They’re a fast track to emotional connection: A popular adage states that people will forget what you said, but they will never forget how you made them feel. The effectiveness of visual content can be further enhanced with the use of the RIGHT emotions. Visual stimulation can create a visceral reaction by evoking a feeling that may even be subconscious. For example, this photo brings out the feelings of security and positivity with both the colors and the people, appealing to the idea of family and the warmth it creates as an association.

They encourage sharing: Social media is awash in visual content. Users love to share and repost visuals, and there are no signs of this slowing down. To avoid being left out of this share-a-thon, give your customers relevant, high-quality visuals to spread far and wide on your behalf. Upwards of 60 percent of the content shared on the world’s leading social media sites are imagery, according to research done by marketing expert Hubspot. That percentage only continues to grow especially as social media becomes more ingrained in our psyche.

Choosing the right type of visual content matters. Each kind, be they photos, infographics, videos, gifs, etc., convey different meanings and pursue different goals – finding the right combination of text and visual content is the key to making your business stand out and claiming your share of attention from your target audience.

So if your business isn’t leveraging visual marketing -- it’s time to get started. Limelight Marketing Systems has a team of graphic designers wizards who have the experience to make imagery work in your favor. Fill out our branding survey and get started today! Questions? Email, call/text Tricia at 952-212-7598.