One of the most effective ways that companies can reach their target audiences is through visual content that resonates. Generally, people are a lot more likely to absorb and recall information when it’s presented in a visual format as compared to other types of content, such as text-based content.
Visual content can be anything from graphics and images to videos and even GIFs that can tell a story to consumers, elicit an emotional reaction, and develop relationships with them.
While all promotional efforts can benefit from visual content, the visuals have to use rich media to be truly effective. This means companies should be utilizing different visual media formats to figure out which type sparks the best response from the target audience.
All visual content should be relevant to the needs of the audience, interesting, accurate, delivered at the right time, and understandable.
There is no one type of visual format that will work best for every company, which means every business has to conduct their own research and test out different formats to find out what’s best for them. However, aside from figuring out which format works best, companies also have to make sure that the format they’ve chosen is appropriate for the story they’re trying to tell.
For example, text-based articles that share a lot of data with the readers can benefit from additional infographics that will turn all of the plain data into a piece that the audience will more easily digest. Meanwhile, tutorials and other instructional material can benefit from photos or videos that can better demonstrate the instructions and steps in them.
Message and Timing
Another factor when it comes to effective visuals in promotional efforts is the message and the timing. Companies have to be sure that they’re sending out the right messages at the right time for the target audience. This is relatively easy to figure out when it comes to social media and seeing when the target audience is most active on each platform, and as for websites, this is visible in the Google Analytics dashboard.
When a company understands the behavior of its audience, it’s able to deliver the right visual content when the audience is most active. Additionally, this type of research is also beneficial when companies are looking to share different formats of visual content, as different types are best shared at different times of the day.
This step might seem simple for most companies. However, it’s still important to note that all of the imagery, fonts, and colors that companies use to represent their brands have a notable impact on their overall visual promotional efforts.
The reason why consistency is so important is that it allows consumers to remember the brand faster, and to then recognize it when the time comes to make a purchase. Consumers are a lot more likely to make a purchase from a company they’re familiar with and with whom they have an established and trusting relationship.
That’s why every company should have its own brand guidelines to give more structure to every piece of visual content. Additionally, companies can benefit from graphic templates that make the job of creating new content a lot easier, as well as a cohesive color scheme across all promotional channels.