You’ve probably heard the adage “a picture is worth a thousand words” hundreds of times before, but when it comes to marketing in 2024, it’s worth being reminded that visual content is king. That’s right; written content now shares the crown with its visual counterpart.
After all, human perception is mostly visual, so if you’re not leveraging images, videos, and GIFs in your marketing strategy, you’re missing out on a huge opportunity to engage your audience and grow your business.
Here’s everything you need to know about visual content, why it matters and how to use it effectively to boost your marketing efforts.
Visual Content: Why It Matters More Than Ever
People are bombarded with information every single day. Amidst the chaos and clutter, visuals – good, eye-catching visuals – are what can make your content stand out.
When done right, visuals not only catch the eye but, more importantly, convey messages quickly.
On top of that, they can also be more memorable than text alone as they can have an emotional impact on your audience. Think about it: would you rather read a long-winded product description or watch a quick, engaging video showcasing the product in action? The answer is pretty clear.
Also, social media platforms favor visual content. Posts with images or videos get significantly higher engagement rates than text-only posts. This means more likes, shares, comments, and ultimately, more visibility for your business. Pairing strong visuals with creative captions for Facebook or Instagram can further enhance engagement, making your posts more shareable and memorable.
Types of Visual Content to Use
By now, you’re hopefully convinced that there’s no effective marketing without visual content. But what visual content?
Images
High-quality images are a must. They can highlight your products, showcase your team, or tell your brand’s story. Use professional photography or high-resolution images to ensure your visuals look polished. Stock photos can work in a pinch, but original images often resonate better with audiences.
Videos
Videos are incredibly versatile. You can create product demos, customer testimonials, behind-the-scenes footage, or educational content. With platforms like YouTube, Instagram, and TikTok, it’s easier than ever to share your videos with a wide audience. Remember, your videos don’t have to be Hollywood-level productions; authenticity often trumps polish in today’s social media landscape.
GIFs
GIFs are a fun and engaging way to capture attention. They’re perfect for short, looping content that can convey a message quickly and entertainingly. You can create GIFs from your videos or use tools to find and customize existing ones (more on tools later). They’re great for social media posts, email marketing, and even adding a bit of personality to your website.
Creating Engaging Visuals
Use the Right Tools
You don’t need to be a professional designer to create stunning visuals. There are plenty of tools available that can help you craft engaging content with ease. For images, tools like Canva and Picsart offer a range of templates and design elements that can make your visuals pop. Picsart is particularly handy for adding artistic touches and unique edits to your images.
For videos, consider using tools like Adobe Spark or Animoto, which simplify the video creation process. These have user-friendly interfaces and plenty of customization options to make your videos look professional without needing advanced skills.
When it comes to GIFs, AI-driven tools like Picsart’s GIF maker tool, or Imgflip can help you create custom GIFs easily. These tools allow you to upload your video clips, add text, and make adjustments to fit your brand’s style.
Optimize for Different Platforms
Each social media platform has its own specifications and best practices for visual content that you need to take into account when posting.
You want to make sure you’re optimizing your images, videos, and GIFs for each platform to maximize their impact.
For example, vertical videos work best on Instagram Stories and TikTok, while horizontal videos are more suited for YouTube and Facebook. Also pay attention to dimensions, file sizes, and formats to ensure your visuals look great wherever they’re posted.
Here are a few extra tips for success:
- Know Your Audience: Understand who your audience is and what type of visual content they prefer. Use analytics tools to track engagement and see what works best. This will help you tailor your visual content to meet their preferences and keep them coming back for more.
- Keep It Consistent: Consistency is key in branding, so ensure your visual content aligns with your brand’s colors, fonts, and overall aesthetic. This helps create a cohesive look across all your marketing channels and makes your brand more recognizable.
- Tell a Story: Visuals are powerful storytelling tools, so use them to convey your brand’s narrative, values, and personality. Whether it’s through a series of Instagram posts, a video campaign, or a collection of images on your website, make sure your visuals tell a compelling story that resonates with your audience.
- Experiment and Iterate: Finally, don’t be afraid to try new things. Experiment with different types of visual content and see what resonates with your audience. Use A/B testing to compare different visuals and learn what performs best.
Final Thoughts
Leveraging visual content for small business marketing is no longer optional— in 2024, it’s absolutely essential. High-quality images, engaging videos, and fun GIFs are ideal for capturing attention, conveying your brand’s story, and ultimately driving engagement and sales.
