What is the Impact of Visual Content in Marketing?

There is a reason why kids books are filled with colorful images. Kids are more eager to listen and give attention when they read a book with their parents, if they can see a lot of pictures. This is largely because visual content engages and helps them understand complicated concepts better than just a whole bunch of text.

Explaining Visual Content Marketing

Content marketing has constantly evolved. White backgrounds with long paragraphs of black text are no longer holding the success of online marketing. Today, there is a new trend that’s taking the lead.

Visual content marketing refers to using visuals that include images and videos with inspiring or educational texts, branded images which promote the video, audio or written content, infographics and other related images and videos. This content conveys valuable information in an engaging visual format.

You may ask, what is the intention?

The answer is simple: to attract more people to your website and make them stay by generating an interest using visual cues.

Because of the ever-increasing use of visual social media such as Instagram, Pinterest and Vine, online digital marketers and business owners are very busy in maximising the potential of these platforms for the marketing campaigns of their company.

social media loves visual content
Social Media loves visual content

The Impacts of  Visual Content in Marketing

Humans have always been comfortable with visual content and it seems doubly true on the internet. No one wants to read long lines of text. That would instantly trigger us to click on the back button. We all want colorful videos, images as well as infographics in order to break up the text and entice to finish the whole content.

[Tweet “Adding visuals to your content will make it more engaging for your audience.”]

Here, I have added a few visual content marketing statistics which illustrate the large impact of visual content in having social media engagement and reach:

importance of visual content for brands and marketers
The importance of visual content for brands and marketers
  • A recent study found out that 86% of buyers expressed interest to access visual or interactive content on demand.
  • 95% of B2B buyers said that they wanted shorter and highly visual contents.
  • Social Media Examiner conducted a research and asked marketers which type of content they most want to learn in 2015. The top responses are creating original visual assets which are then followed by video production.
  • By providing interactive contents, SlideShare and Brainshark have increased in popularity— from 21% in the year 2013 to 28% in the year 2014. This is because of the appearance of new tools like Visme which facilitates the creation of visual content.
  • The use of video contents for B2B marketing has increased from 8% to 58% last year with the use of infographics topping the list and increasing its usage from 9% to 52%.
  • A report in 2016 showed that 37% of marketers believed that visual marketing is the most important form of content, second only to blogging.
  • CISCO projects that world internet traffic from videos will make 80% of all traffic by the year 2019.
  • Infographics are shared and “liked” on social media three times more than any other type of content.
  • Buzzsumo analyzed more than a million articles and found out that their articles with a photo once every 75 to 100 words received double the social media shares than articles with fewer images.

Why is Visual Content in Marketing Effective?

All these statistics showed the impacts of visual content marketing. But why is it so effective? Here’s why:

Engages The Brain

One of the reasons why it is effective is that visual content is processed in a different and less busy part of our brain.

From the moment you wake up to the time you lay in your bed you are listening, reading, speaking or writing words. So many WORDS, all day long!

However, there is this fast part of your brain that is not as overworked; which is the visual cortex. So, when you tap on your audience’s visual cortex, you get to engage more areas of their brains.

Adds Interest To Your Page

Visual content is used to create a more inviting page.

When you break a page text with occasional, related images or videos, you show your reader or audience that the page is easy to understand and skim and it is not “BORING”. This helps information retention and boosts the time spent on your page.

Faster And Easier To Consume

Did you know?

When researchers tested on how long it takes for a human brain to process and images, they recorded only 13 milliseconds.

However, that may not be accurate. Why? Because our brain might even process images faster than that. And 13 milliseconds was the shortest measurable unit of time that they were able to capture.

Images or visual contents are understood in an instant. There is no process like Letters – Words – Sentences – Paragraphs. It is an image of something and we immediately “get” it, get it?

So, why not put that amazing speed to work in your marketing campaigns.

Sign up for a free Rocketium account and start making videos for your brand right away!

infographic to tell you how visual content generates value
Here is an infographic to tell you how visual content generates value

Conclusion

A picture is worth a thousand words, they said. And it’s true even in the web space of today. You are only given a few seconds to capture attention and to engage with your audience, and your content will make or break your whole chance of getting a customer. So, jump into the trend of digital content marketing now and have Sydney Video production create amazing videos and images for your site.

How India’s largest startup-focused digital media company is leveraging videos

About YourStory

YourStory is India’s largest startup-focused digital media company. It publishes stories about entrepreneurs and change-makers. YourStory offers a glimpse into the emerging trends from India’s booming entrepreneurial ecosystem. It has published close to 60,000 stories and helped more than 50,000 entrepreneurs access networking and funding opportunities.

We got into a conversation with Aaron, the Digital Head of YourStory. Here are few interesting insights:

YOURSTORY video case study rocketium

Need for videos

In India, YourStory goes toe-to-toe with the likes of TechCrunch. Their followers love the stories and look forward to more and more of their content. Initially, the writers focussed on articles to share their stories. But they soon realised that in today’s fast-paced world, time and attention are 2 very precious assets. The way their content was presented had to evolve and adapt from the traditional article style, especially on platforms like Facebook.

It is common knowledge that social media is a battle ground for videos. Every media house fights for the viewer’s attention on social networks. So, for YourStory, it wasn’t just about pivoting to video. The bite-sized video format helped them improve the experience of how their followers consumed their content. It was short, informative, attention grabbing, and most importantly, fun to consume!

“Our audience loves consuming videos. The shorter format helped us increase our overall engagement, go viral quickly, and gain new followers for our dedicated Facebook pages for regional Indian languages”

However, they had the usual challenges any media house faces when they are transitioning from articles to this format:

1. Complexity of professional tools

Tools like Adobe Premiere Pro, Final Cut and iMovie require a certain level of expertise due to their steep learning curve. Not only are they complex to learn, it takes quite long to get used to the tools and become efficient in their usage.

2. Time consuming process

The process of content creation followed in YourStory is – ideating, scripting, designing, and finally producing videos, with multiple reviews in between. This turned out to be really time consuming and involved multiple people.

3. High production costs

Apart from the monetary costs, the amount of time taken to produce one single video was a real bummer!

4. Lack of integrations

YourStory relied on emails for all the communication – reviewing of scripts, videos, sharing of ideas, corrections, etc. This was highly time consuming and involved dependance on multiple tools and platforms.

They also had to manually upload all videos to their social media platforms like Facebook, Instagram, LinkedIn, Twitter and YouTube.

… and above all making it look professional!

YourStory was looking for a simple video making solution that adapted to their existing workflow, but automated the video making process.

“Rocketium made it Easy”

YourStory’s mission is to highlight stories about Indian entrepreneurs and share them with the entire nation. While they continue to write articles, they simultaneously use Rocketium to create highly impactful videos to engage their audience on social media platforms like Facebook, Instagram and Twitter.

“We did not create short form videos at all. But with Rocketium it was a breeze!  We just had to approach the video script like an article and the tool churned out a beautiful video”

Their videos range from 2-3 minutes and primarily focus on conveying interesting stories from India’s budding start-up ecosystem. They convert their existing articles to videos by importing the text and images, using Rocketium’s built in Notes feature. This was supplemented by Rocketium’s built-in library of royalty-free and UGC media assets.

Rocketium also enables them to automatically translate English videos into regional languages to help them increase their reach across multiple cities in India.

How Rocketium became an integral part of YourStory’s Content strategy

In a matter of months, YourStory’s content team of 3 editors scaled their video production by 20x. They went from 5 to ~100 videos a month without increasing their team size!

Rocketium has helped YourStory increase their overall engagement (likes, comments and shares on their videos) and reach (more impressions and views) across Facebook by more than 40%.

“Rocketium reduced our video production time by 90% & costs by over 75%. The team did not have to learn complex & expensive video editing tools to create videos. We didn’t even need to hire experienced video editors since our existing content team created stunning videos”

The scale at which they are able to produce these engaging stories has also allowed YourStory to start 2 new Facebook pages for their non-English audience. In a matter of months, the followers for these pages increased exponentially – more than 500,000 for YourStory Hindi and 200,000 for YourStory Tamil!

Inspired? This could be your story (pun intended) too! Sign up for Rocketium now!

Are Your Facebook Video Ads Performing Well?

Marketing on Facebook gives you the opportunity to leverage various types of content in your campaigns, including Facebook video ads. Research indicates that video is the highest-converting medium for social marketing campaigns. Thus, it should play an important role in your strategy when advertising on Facebook

That said, as with any marketing campaign, it’s still very important to track certain key metrics when assessing how effective a video ad is. Monitoring the following data points will help you better understand how well your Facebook videos are performing, making it easier to improve your campaign if it’s not meeting your standards.

You can run A/B tests on your video ads and pick the best performing video version to show to your audience. But how do you know which video performs the best? And what metrics should you consider? Here are 4 metrics you should be tracking:

View-Through Rate

The view-through rate refers to the people who viewed your video once it reached them. Mathematically, is the number of videos watched divided by the number of impressions (times a page loaded with a video). This metric essentially tells you whether the content a user first sees when your video reaches them is effective in catching their attention.

If you’re not satisfied with your view-through rate, you may want to make changes to the first few seconds of the video. You could also consider adding a more relevant description, thumbnail and title.

Here is a quick read on video thumbnails and its importance.

Positive Engagement Indicators

Don’t make the mistake of assuming everyone who viewed your video had a positive reaction to it. Simply tracking views won’t tell you with any degree of certainty whether a video is making the right impression on potential customers or not.

That’s why it’s also important to track indicators of positive engagement with the content. This includes shares, likes, comments and the shares, likes and comments on the shared posts.

facebook video ads must get positive engagement

Average Watch Time of Facebook Video Ads

According to one study, the average amount of time a user spends watching a video on Facebook is just 10 seconds. Obviously, the more time people spend watching your video, the more engaged they are with the content. Only tracking video views won’t give you the full picture; it’s worth paying attention to how much time the average person spends watching the video.

10-Second Video Views

Facebook lets you track how many times a user has watched your video for 3 seconds or longer. Unfortunately, because Facebook videos often play automatically in users’ feeds, this metric doesn’t give you the clearest picture of how genuinely engaging your content is.

Thankfully, Facebook lets you track another metric – 10-second video views. Seeing how often people watch your content for 10 seconds or longer will let you know if you’ve succeeded in capturing your audience’s attention. This will also tell you if the audience you’re targeting is the right one for your video ad or not.

To reiterate, the point of tracking these metrics isn’t simply to learn how effective a campaign is. Tracking key metrics like those listed above gives you the information you need to make changes to a campaign if it isn’t working. Monitor these statistics, and you’ll gain an edge over the competition!