Like in the UI/UX design, where UI design can’t be independent of UX design to complete the overall goal, visual storytelling and content strategies, no matter how well crafted, don’t work well without solid visual presentation to drive the message. If a great story is paired with a subpar visual, it will lose interest and credibility and, therefore, be rendered irrelevant to the target audience. Add in the rapid pace of information consumption, and visuals become the most important factor in connecting a brand or message with the user.
The simple truth is that users now depend on visuals to be the deciding factor in choosing what content is worth engaging with. In a content-first, social-share atmosphere, because people are constantly bombarded with content, it’s essential to get your message across quickly, pack a punch, and make it as easy as possible to consume and engage. Without the right imagery – the audience might as well be looking at a blank canvas.
There is no company or brand in the world that isn’t engaging in some sort of visual content strategy. For many, employing a content strategy – whether piecemeal or with full support – has been a successful way to cast a wider net and engage with users they have never been able to reach. However, while most everyone has tapped into this channel – not all are doing it strategically. By curating relevant, authentic, and useful imagery, a brand can effectively change the course of its business for the better. We put the accent on authenticity here.
With more than half of people being visual learners, the argument for supporting content with images can’t be argued. Large blocks of content will turn off a casual user, so splitting up body text with graphics that relate specifically to the content helps the user to fully engage and understand the message – enabling them to ‘imagine’ themselves within the content (using the product, going to the place, etc). Infographics can also be a useful tool to make complex or mass amounts of information more engaging, accessible and easier to comprehend.
Video or motion graphics can be a great solution for brands that need to show a product in action or express a truly experiential point of view. Quality video animation has been shown to increase conversion by more than 80% percent, and motion graphic presentations can immediately educate a customer base by putting an accent on important features. And it’s not even all about the content; it’s about how the image presents itself, literally.
Venturing deeper into content consumption and mobile-first trend requires a specific approach. First, create tall, narrow content with mobile screens in mind. The taller the piece of content, the longer the impression and the more likely engagement will be made. Use high resolution, optimized for web images that won’t show up blurry or distorted. Low-quality imagery receives less than optimal engagement on that particular content.
The quality of the photography is perhaps the most important aspect of a visual content strategy. Different approaches must be optimized for various platforms; thus, strategizing visual representation on a channel-to-channel base is imminent. A website, for instance, should almost always present itself with professional, if not studio, photography that fully represents the brand’s point of view and brand authenticity. While this may not be the easiest endeavor, the ROI is powerful. Custom photography will tie the site together and can also be used in print as well as digital marketing materials.
Alternately, images used on social media should be a blend of direct on-brand product or internal photography, relevant stock and candid lifestyle shots. This allows the user to see that the brand has a strong point of view as well as personality. While it’s essential to integrate personality, not getting too ‘personal’ should be the goal.
Remembering that visual content is the user’s eye into a brand, image selection should not be taken lightly. Generating content that aims to truly resonate with the user on a consistent basis will bring heightened brand awareness and, ultimately, brand loyalty.