Benefits of Using Visuals in Marketing
Yes, there are benefits over and above the ones we discussed above. So what else do visuals offer? Here are a few more positives of using visuals:
Aids Quicker Information Absorption
It’s already been established that the human brain is more at ease with visuals when compared to plain text. Visuals help in quicker intake of information because you don’t have to read through lines of text. You only need to glance at an all-encompassing image. The average attention span of people today is said to be less than 5 seconds. Such a short attention span means that brands have to get their message across really quick. Visuals help in accomplishing this by helping people understand more easily and quickly.
It’s important to shoot pictures that match the brand requirement than use stock images that don’t fit the message perfectly. Cola brands are good at communicating the spirit of celebration through simple but well thought out images. The legend of the Marlboro man was built on visuals alone as also Benetton’s many controversial campaigns.
Increased Success Rate in Capturing and Retaining Attention
Visuals are a good way of both appealing to the eye and quick information intake which pushes up their success rate in capturing the attention of people during that short 5 second period. Visuals can also retain attention better because of their high appeal factor. Cartoon book storytelling is becoming popular among brands with Google a big fan of this approach.
More Popularity with Followers
If you continually post great quality visuals that inspire people who follow your brand, you can become the cool brand that’s known in its circles for posting great visuals. If nothing, this reputation can help you build a vibrant community of brand followers who can become great brand evangelists. Visuals appeal to the heart more than the mind and so you expect a lot of instinct-based, emotion-oriented following. Using visuals in your marketing content is a small but crucial part of building your brand.
Richer Interaction Due to Better Customer Responses
As said in the beginning of this post, people respond better to visuals. When consumer responses are better, it fosters more active interaction between brands and consumers. Remember, the trigger may be a visual but the conversation need not be visual based and could be text as long as it resonates with the audience.
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