The Power of Visual Content Marketing

Market research and case studies on colour psychology meticulously explore the impact on the human brain and thinking process, as well as decision-making and association value. Colour is a vital fragment of marketing and it plays a substantial role in influencing our decisions. Considerably prominent brands such as Coca Cola, Google and many other big brands have paid painstaking attention to detail in order to ensure that their branding used the right colours for the right market.

Today, there is a growing trend in business and that is the increased use of visual content. For example, most successful businesses have a website, which we all can agree on the fact that it creates a visual experience. Moreover, content strategies with strong visuals for widespread sharing have become vital cornerstones for marketers.

According to a study conducted by Stanford University, our brains have something called ‘visual perception’.  This part of the brain calculates its surroundings and then makes an educated guess and decisions based on the experiences that the brain has had in the past with these surroundings.

Deciding what image the targeted readers will potentially associate with in a positive manner is not easy. For example, if the image is too generic it may not lead to any connection, if you go too drastic you may trigger a bad memory or an emotion that can cause the whole plan to go down the drain.

“The human brain has 100 billion neurons, each neuron connected to 10 thousand other neurons. Sitting on your shoulders is the most complicated object in the known universe.”

–  Michio Kaku

Statistically, there are millions of posts published every day, therefore you need to present something that catches the eye and mind of your targeted audience and in effect bring out emotions. 

Publishing just a written content alone may not always lead to the great and highly anticipated results. It is a tough and competitive process, but it can be done.

Creating more visual content is a great strategy for your business and can really boost your growth in 2019 and the years to come. This applies to even e-commerce businesses, as visual content touches many aspects of your brand and business.

Visual Formats That Performed Best and Drove the Most Engagement

The team from Venngage recently surveyed more than 500 digital marketers to get some insights into how they’re using images, and shared their achieved results from their efforts.

Visual Content
Complexity of creating the most effective visuals. (source)

According to the “B2B Content Marketing 2019” Report from Content Marketing Institute and MarketingProfs, 58% of marketers are reported to spend more on content creation in 2018 than they did in 2017. Evidently, more and more businesses are beginning to realise the importance behind content marketing.

Statistics on Visual Content
Predictions on the growing importance on visuals during 2019 and 2020. (source)

Let’s not forget that relevant industry data is an asset and that does not only apply to studies on colour, but to an even greater scale. This can detect blind spots in your rationale and  potentially stop you from making wrong decisions based entirely on your ego. Statically, 70% of marketing executives state that data-driven marketing is a core element of nearly all campaigns.

Data-driven marketing can aid in making your campaigns more consumer-centric and as a result can lead to a higher consumer engagement.

Over the years, content marketing has steeply risen. According to Google Trends there has been an increase in the search engines for ‘content marketing’.

Skyword found that 87% of visionaries and 81% of leaders find content as the core of their marketing strategies.

Content Marketing Institute (CMI) reported that 91% of B2B brands use content marketing in comparison with 86% of B2C brands. Moreover, the brands that don’t use content marketing are now planning or highly considering to do so. 

Articles With Images Get 94% More Views

Failing to use images in your articles will only cause people to ignore them from the beginning. Articles with images get 94% more views than their visual-lacking counterparts.

Adding images in an article triggers many to form opinions of the quality of the content before they even read it. Admit it, you have done it too in the past. The presence of visuals can lead to some great assumptions about how much attention and effort a writer put into an article.

Video Will Be Part of 80% of All Internet Content in 2019

Video is about to take over , in fact it already is on the path of taking over in the content marketing world. YouTube is attracting more and more viewers each day. Among all, the most popular channels are music videos, however a lot of marketeers are now using it as a marketing tool for big brands and growing businesses. 

Kit Smith, a content writer for Brandwatch provides a great in-depth performance analysis of various social networks online. We prompt you to invest time on reading the informative articles on the existing social media today.

How Colours Affect Our Emotions

Color Emotion Guide
Using colours that create subconscious associations is a magic hat trick for the ages.  For more information check out what these colours mean to different cultures across the globe. (source)

People Share Infographics Three Times More Than Any Other Type of Content

Today, based on  Hubspot’s research, infographics are shared 3 times more than any other visual content on social media. Furthermore, 80% of marketers use visual assets in their social media marketing. Video (63%), alone, has also surpassed blogging (60%) in usage as a social media marketing asset.

In 2018, 40.2% of marketers stated that they used stock photos (i.e. supply of photos often licensed for specific uses) the most in their content. This was followed by 36.6% of marketers who said they preferred using original graphics, such as a regular use of infographics .

Other visual formats like charts and data visualizations were used frequently by 12.5% marketers, videos and presentations were used most frequently by 7.1% of marketers, and gifs and memes are at the bottom with only 3.6% of usage.

New Content Marketing Stats and Trends 

1. In 2019, 84.5% of US companies with at least 100 employees are predicted to use digital content marketing strategies. (eMarketer)

2. 55% of marketers state that blog content creation is their top marketing priority. (Hubspot)

3. Over the course of one year, B2C content marketers have increased their use of audio and/or visual content, written content, and images. (CMI and MarketingProfs)

4. Most successful and effective top 3 types of content used by B2B marketers in the last 12 months are long-form content (i.e. in-depth articles, guides), video snippets, and social media stories. (CMI)

5. By 2019, 20% of brands are predicted to abandon their mobile apps. (Gartner)

6. By the end of 2019, Cisco estimates reveal that 80% of all internet traffic across the world will be video, hence video content marketing will be detrimental for your business strategy. (via IAB)

Have you watched the new Gillette Commercial?

Our team at Hands on Paper believes this is exactly how successful marketing campaigns work and use visual content marketing to their advantage.

They trigger the emotions and minds of their targeted audience. This particular commercial touched sensitive areas on law, politics, morality and ethical points about our society today and toxic masculinity.

Gillette is launching a new marketing campaign and a charitable strategy that shares the stories of men making a positive influence in society in order to inspire others. This commercial was intended to not only sell their products, but simultaneously create positive awareness. 

Yes, they certainly know what they are doing. They even stated on their website, that it was about time brands acknowledged the role they played in influencing culture.

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