The Content King: Visual continues to Dominate Online

For years content has been focused on the copy, selecting each word carefully to ensure that the right message and tone is conveyed through to your audience. This however has been a changing trend, especially since the turn on of this decade with the focus shifting to the visual. This has lead us to see a rapid increase in the vastness and quality of visual content that has flooded social platforms and beyond.

This leap in visual content has been lead by a range of different influences from our physiological nature through to the changing trends, both socially and technologically, which we have experienced:

  1. Images are Processed Faster
    • We are able to view/understand images 60,000x faster than we are when are to with text, meaning that this type of content is able to be consumed much quicker
  2. Technological Evolution
    • With over 2 billion smartphone devices and many more internet-enabled devices, we are able to consume more content in more places
    • This has also been facilitated by the improvements in data limits and speeds, which make downloading and viewing visual content easier than ever
  3. Pictures Tell 1,000 Words
    • While this statement in commonly used to describe the use of images over text copy, it has been discovered by Forrester Research that a one minute video can tell 1.8 million words
  4. Everybody’s Doing It
    • Part of the reason why visual content has seen so much growth is due to our inert nature to copy one another, especially those who we admire or desire to more like
    • This had lead individuals and businesses to follow one another down the path of the visual, as everyone is jumping on this type of content across the internet

 

hubspot-visual-content(Source: Vionic)

How do you capitalise on the visual content trend that has been dominating online?
Below are a few suggestions of the different items you need to consider when choosing to use visual content, deciding which content to approve and what platforms to use:

  1. Maintain Consistency
    • When selecting to go down the path of adopting visual content, you need to ensure that you maintain a level of frequency and type of content
    • This is not a steadfast rule but consistently posted similar content will allow you to sustain connections with your audience, while differing from this path can assist with expanding your current audience
  2. Use Quality Content
    • After committing to a visual strategy, ensuring that you make use of high quality imagery is essential and is expected by your audience
    • Quality can either be found in the depth of detail and clarity that an picture provides or through the clean and direct message that the visual conveys, ultimate meaning the image must be quality for your selected audience
  3. Capture a Moment/Emotion
    • When looking to connect further with your audience, simply having a beautiful image is not enough as it may not leave a significant impression
    • By linking in an emotional, moment or feeling, you leave a connection between you and your audience’s emotions, to which these feelings are extremely powerful and long lasting
  4. Showcase your Audience
    • Discovering ideas for content and for accompanying visuals can be a time-consuming task and may not always be a fruitful endeavour
    • While your audience is your biggest spokesperson, it is also your largest source of easy and free content, as they produce and share the ideal content that they wish to see to which you can then reshare and use to spark conversation
  5. Create a Call to Action
    • Amongst any great piece of content, you have captured the attention of your audience and they are ready to take further action
    • By providing a call to action, you are taking this attention and directing it towards the end point you wish your audience to take, whether this be to consume further content or to push them through to your store for a purchase

 

visualcomposer-wordpress-pagebuilder
(Source: Live Composer)

As with every piece of great content, their are constant shifts with how we need to approach the way we construct and deliver each element to our audience. Though it can be said that at this time, the need for enticing and engagement visuals is continuing to grow, especially as the use of videos and other visual mediums continue to grow.

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