Video Delivers a Better Picture
Marketers know that since the pandemic, video has become even more valuable in connecting with consumers. For social video marketer, Mark Robertson, it can be utilized for everything from marketing to customer service and recruitment. Online video, said Robertson, “is the Swiss army knife of internet marketing.”
Pre-pandemic research by content marketing firm BuzzSumo also reported that visuals boost engagement on social media. On Facebook, visuals more than double engagement over posts with just text. It’s 1.5 times better on Twitter. BuzzSumo added that even blogs with some sort of visual every 75 to a hundred words drew more shares. But throwing up just any visual isn’t enough. They must be relevant and have meaning to the brand’s target audience.
Visuals offer a cure for information overload. They may be a picture or infographic. In some ways it validates the old saying about a picture being “worth a thousand words.” Another is scrollytelling. It engages and holds the attention of consumers by utilizing the scroll feature to view each step of a process or lesson.
Brief videos are also very popular and highly regarded. They’re particularly valuable in describing a single idea or subject. The best part is that videos can cover a lot more ground over a shorter period of time than it takes to read and digest the information.
Visuals can be extremely powerful when used correctly. Be authentic and real in selecting the appropriate pictures or footage so the brand’s audience can relate to it. Too much polish can send the wrong message.
Storytelling in marketing is still strong. Adding visuals to a story makes it even more powerful. When the New York Public Library added animation and illustrations to five Insta Novels it launched in 2019, they picked up more than 300,000 views. They also gained more than 130,000 Instagram followers.
An earlier article discusses how giving audiences a feeling of being on the “in” also builds value. Brands like Dior take people behind the scenes to see how their clothes are manufactured.
Affording audiences something similarly unique not only generates interest, but also delivers a deeper appreciation of the thought and work involved in producing the brand.
Video and photo collages are akin to skimming through an album. They’re relatively easy to create and attract attention with their small details. It’s also an inexpensive way to produce something new and appealing while using existing materials.
A novel concept is flat lay photography. This is the simple technique of placing products on a flat surface and taking pictures from above as if one were looking down on them. It’s particularly popular in telling a story or showing a step-by-step procedure. It’s used a lot on Pinterest and Instagram.
Stop-motion animation uses single frames from a longer video to spotlight what’s usually viewed in motion to explain a procedure or process quickly and graphically to consumers.
This matches up to what researchers at MIT discovered. They found that the human brain can process images they’ve just seen in as little as 13 milliseconds. Adding audio reinforces the message.
All these tips are valuable, but marketers still need to remember these other key points.
Applying visuals still requires knowing the target audience and understanding their desires and needs.
Knowledge of that should be helpful in finding the right voice to speak to them
Ronn Torossian is the CEO and Founder of 5W Public Relations. 5W PR is a leading digital pr and influencer marketing agency.
