Visual marketing is on the rise—and for good reason. Visual content is a powerhouse that has a huge impact on the way we consume information. It produces more intensified and far-reaching engagement, makes brands more recognizable, and easily conveys complex information.
Today, it’s estimated that 84 percent of communications are visual. Visual marketing uses photos, video, infographics, and illustrations to communicate information. Senior marketing executives overwhelmingly believe this visual content is essential to communicating a brand’s story. Consumers also believe visual content is highly effective in conveying information.
Visual Content Packs a One-Two Punch
When presented alongside visuals, we process and retain more information more quickly and efficiently.
Ninety percent of information transmitted to the brain is visual and the brain processes visual information 60,000 times faster than text.
Twice as Effective
Content with relevant visual images almost doubles engagement—and this increase is noticed across all topics and categories. Recall also increases dramatically when text is paired with visual content.
The Undisputed Heavyweight
Long considered a heavyweight in visual marketing, the use of video is growing rapidly, comprising more than 80 percent of all consumer internet traffic. Cisco estimates that number will continue to rise. In fact, video production will account for one in every three dollars spent on online advertising over the next five years. Online video is taking off.
The preeminence of video in marketing has led successful brands to expand its use to help build better relationships, improve customer satisfaction, and educate and convert buyers. When Reebok unleashed its global brand push, “Be More Human,” the company embarked on a highly visual campaign to transform its brand.
Reebok’s campaign is rich in visual content and includes online video and interactive components such as the celebrated #breakyourselfie initiative that asks followers to Instagram their post-workout photos without filters or enhancements.
More businesses are now leveraging video to convert more consumers and strengthen their brand. Iconic brands such as Filson are turning to online video to plot the brand’s future. “Filson has been in business for more than 100 years, but we’re just starting to really tell the brand’s story,” says Filson’s Creative Director Alex Carleton. Video provides a natural platform for storytelling, and is among the most powerful and popular storytelling tools.
Come Out Swinging
Let’s not pull any punches: Consumer demand for visual content is only increasing. As a society, we’re consuming more information, more often, on more devices, than ever. Whether you’re a global brand, a small business, a nonprofit, a political candidate, or government agency, if you’re going to come out swinging, visual content must play an important role in your digital media strategy. When it comes to impact and effectiveness; it’s a knockout!