THE POWER OF VISUAL CONTENT
Facebook and Twitter have changed the way they display content – it’s all about images and video. They did this because their analytics shows that visuals get more engagement and response. There is a scientific explanation for this: our brains react differently to visual content than they do to text. We decipher image elements all once. Language in text takes more time to process.
We’re living in a fast-paced world and an ever-increasing amount of content is consumed on the go. Graphics, photographs and short videos can deliver a message quickly and be grasped easily. This kind of “snackable” visual content is becoming the backbone of a successful Digital PR and social media program.
DIGITAL VIDEO CONTENT: A BREAK-OUT TREND
Digital video is tipped to be the number one visual content trend in 2018 and beyond. According to Forrester Research, one minute of video is worth 1.8 Million words. Facebook has already surpassed YouTube for number of video views per month, and the effect of video on sharing content on social media is growing exponentially. Mobile is playing a big part in this growth.
What’s getting the best results? Original, premium video content.
Site analytics show that adding a video to a text article or a webpage increases views by as much as 50%. Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Wirebuzz)
Media companies report that online visitors spend much more time on a story that has video content. Even a press release with a video gets 4.8 times as many views as text alone. Every piece of content your brand puts out should be supported with visual content.
People spend a huge amount of time on Social Media and that is where a lot of sharing takes place. Social video generates 1200% more shares than text and image content combined. (Wordstream)
Forrester cites personalized video as an emerging technology for CMOs to watch for “driving deeper levels of [customer] engagement.”
97% of marketers say video has helped increase user understanding of their product or service.
76% say it helped them increase sales.
47% say it helped them reduce support queries.
76% say it helped them increase traffic.
80% of marketers say video has increased dwell time on their website.
The cost, equipment and skill needed to make a great original video has plummeted. You can shoot and edit really interesting video on a smartphone or a tablet today. But it does take skill and creative talent and understanding of story, storytelling and shareability. If your in-house team is not equipped to create the videos you need for your brand, our team can do it for you.
Start thinking about how to tell your stories visually. Make every digital video tell more of the story, so that it is visually engaging and compelling. That’s when the sharing happens.
Our international team has experience putting together a package that suits any need, from a short social media video that generates leads to a full service television ad, electronic press kits, press releases, you name it.
It’s no longer enough to use stock images. Every image you use – whether for a blog post, press release, article or whitepaper – needs to be an original creation. Your audience values creative, original images. Google loves original images. It does take time and talent, but it is worth every moment and dollar spent.
Making data visual so it is appealing and easy to understand at a glance can make a huge difference. That alone could get your next whitepaper or survey posted on other blogs or picked up by the media. It will certainly increase the social media shares. A digital agency that did an in-depth study of the state of healthcare websites and online visibility produced a very good report, but it was long and wordy. Not easy to read and understand. The first time they pitched it to the media they got no takers. We re-wrote the report and created an infographic that detailed the key findings of the study. This time it got immediate media interest, lots of pick up and social media sharing. The agency scored over 1000 qualified leads from that campaign.
Original images and graphics are essential for the visual social channels, like Pinterest, Tumblr and Instagram. Each channel requires slightly different formatting. Our team of talented visual artists and designers knows exactly how to do this.