If you can remember the early days of SEO, content that consisted entirely of text could easily get high rankings. Back then, only words were enough to add more people to your online audience and keep the existing ones engaged. Today however, if you think you can survive in the digital space with old strategies such as this, you are in for an unpleasant surprise. Original content that captivates your audience and that people find worth the time spent in consuming will always remain king. Written content is still very important, but the content landscape is evolving quickly and visual content is steadily gaining ground.
Social media and other platforms for marketing content are witnessing a surge in the amount of infographics, videos and images and as a result, more companies are discovering just how powerful images and videos are.
A lesson content producers are often taught is “don’t tell, show” but engaging your audiences takes more than putting pretty pictures alongside words. The human brain processes pictures and videos easier than other kinds of content and this can help drive better results and increase the views on your page. Online platforms like Pinterest and Instagram have made the visual web a powerful and necessary tool for content marketers.
Brands that rely on the creation of visual content have discovered that it increases their customer engagement and considering the fact that communicating with visuals has been with humans since our caveman days, this is only to be expected. When you tell your story with the right visuals, they add more emotion and impact to it – the more powerful the visual, the greater the impact.
The following points show just why visuals must be a part of your content if you hope to attract and retain your users online.
The human brain conceives visuals much faster than other types of content.
The Visual Teaching alliance conducted a study which revealed the following:
- Human eyes process up to 36,000 visual messages every hour.
- A visual scene can be felt in less than a tenth of a second.
- Of all the information transmitted to the brain, 90% is visual.
Those numbers should be enough to convince just about anyone about the importance of visuals. The web is overloaded with information and content producers literally have less than a second to get the attention of online users. Visual content will definitely help you stand out from the crowd.
A lot of information can be communicated with visuals.
Today, there is a lot of information available with just the tap of your finger. Visual content is an effective way to help readers access a lot of information easily. People respond better to any visual content than plain text and there are several ways to condense all of your information, such as videos, slideshows, graphs, charts, and infographics
Only 20% of text on a webpage is read by the average person.
While topic and subject matter may work with visuals to bring users to a piece of content, only 20% of written content on a webpage is read on average. As a result, visual media is important if you want to get more information across and engage your users more effectively. Which brings me to the next point…
Visuals increase Social Media Engagement.
Advertising publication, AdWeek conducted a study that suggested that tweets with images received 89% more favorites and 150% more retweets. People want to share meaningful content and the best way to enhance your message is by including visual content in it.