Why Visual Messages are the Future of Marketing
All those wondering why the rush for Instagramlikes and followers is gaining so much traction, here are some profound statistics and facts that might have them change their minds.
The Brain and Information Processing
Science has determined that the processing speed of the brain is different when information is presented visually than when it is done through text. In fact, up to 90 percent of all the material transmitted to the brain comes in visual form.
Researchers have determined that visual information can be processed up to 60,000 times faster than text. This means when communicating, the most effective way to do it would be through imagery. The average social media user will receive more information faster when presented visually.
Videos
The success of videos on websites is another major motivating factor for those embracing social media marketing on Instagram. Tests have revealed that videos on landing pages increase the rates of conversion for the average page by 86 percent.
It is worth noting, also, that images have in the past exhibited similar conversion rates when tested. This is the reason behind the popularity of the smiling, professional woman on many websites.
Consumption
When Google introduced the Hummingbird algorithm, the result was an increase in the importance of social engagement when it comes to search engine marketing. With Instagram, the main purpose of the social media tool is to engage the follower or browser.
Visual messages are ready and social media friendly. They do not require much interpretation, and have been discovered to get more engagements than text or links. Images on any site, social media or otherwise, have a higher chance of being shared than any other form of message presentation.
Infographics
Infographics breach the divide between text and visual messages. Infographics are a visually appealing way to quickly and easily communicate information to one’s audience. Infographics are relatively easy to create and effective.
The impact of infographics can be used to support the idea of the popularity of visual messages. Infographics are not only effective when it comes to brand awareness, but are some of the most shared pieces of content.
Product Images
On e-commerce sites, an interesting trend was discovered after a study in 2003. The study, conducted by a Harvard student in collaboration with a bank in South Africa, discovered that up to 67 percent of customers consider detailed images to carry more weight than other typical psychologically influential cues like the actual product information or customer ratings.
The study involved sending of up to 50,000 letters to customers offering them short term loans. It turned out that having a picture of a happy female in the corner was as convincing as interest rates dropping by up to four percentage points.
Visual content expresses ideas quickly, and since the internet user often wants as much quality information as possible in a short time, visuals have become the trusted business resource. With image editing tools largely available, the creation of visual messages has become easier.
Many might have wondered why Facebook acquired Instagram a few years ago. These facts are just a small part of the reason.
Bio
Stephanie Clarke is respected online marketing guru, blogger and writer. She runs an online marketing agency and has been increasingly engaging users on how to gain more from their Instagram likes and followers.
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Category: Marketing
