Content MarketingMarketing InfographicsSocial Media & Influencer Marketing

4 Strategic Ways to Improve Your Visual Content

We have now entered an era during which users want appealing content, and they want it quickly. In addition to making that possible, here’s why you should use visual content:

  • Easy to share
  • Simple to remember
  • Fun and engaging

It’s thus clear that you need to step up your visual marketing game. To help you, I’ve put together four strategies you can implement to improve your visual content. 

Strategy #1: Harness the Power of Infographics

80% of people prefer to get information from infographics over text-based articles.

Hubspot

Infographics are images that consist of lots of helpful information. They help you present your information attractively and engagingly to your audience.  

They are a great mode for delivering information in a more condensed format with visual elements. After all, if given an option, would you read through 1000 words of text, or go through a summarized chart that shows the same information?

Most people would choose the latter.

The vibrant visuals and graphics used in infographics go a long way in keeping readers interested.

So, it’s clear that infographics are a powerful form of visual content.

But, how do you make yours stand out amidst millions of others flooding the internet? 

Here are some tips that can help:

Narrow Down on a Topic

Make sure you’re focused. An infographic that includes too many details might confuse the reader. 

Your infographics might do much better if you don’t include all the data you can find. Instead, narrow your focus to a single topic and ensure you create the infographic around that. 

Here’s an example of a crisp and concise infographic:

Infographic Example
Image via Pinterest

Get the Size Right

Infographics are supposed to be bigger than ordinary images and diagrams. However, make sure that they’re of a manageable size and length. If this isn’t kept in mind, you might lose out on potential readers.

Create Clutter-Free Graphics

You do not want to deliver an infographic that’s too congested. Always add spaces that will help readers navigate through the information smoothly.

Additionally, ensure that even the smallest font size on your infographic is easy to read.

Once you’re done creating a great infographic, you can submit it to various websites in your niche. This can help you reach a wider audience.

Strategy #2: Deliver Personalized Content

91% of customers are likely to shop from brands that recognize and provide them with customized offers and suggestions. 

Accenture

Consumers want content that’s more personalized to their interests.

Another survey revealed that if content is not personalized, 42% of consumers get irritated, and 29% would be less likely to make a purchase.

Statistics on Content Personalization
Image via SlideShare

One way of finding out what your audience wants is through social listening. Numerous tools out there can help you do so. They will help you assess users’ sentiments and determine their thoughts about you and your competitors. 

Let’s now take a look at the different ways through which you can personalize your content. 

Behind-the-Scene Visuals

Finding out what goes into creating a product creates a sense of intimacy in the minds of your audience. By posting behind-the-scenes visual content like images and videos on social media platforms, you can give your audience a sneak peek into your business.

Toronto-based photographer Anna does just that through some of her Instagram posts.

Behind the Scenes Visuals
Image via Instagram

In addition, features like Instagram and Facebook Stories can be helpful in this regard.

Create Localized Content

Localizing visual content doesn’t end with using locally spoken language. Using local cues and hints in your content can help users connect instantaneously.

The localization strategies of McDonald’s are well-known across the world. Not only do they do this by altering their menus, and through their visual content.

For example, McDonald’s entices customers in the US to consume their meals by sharing content that is of local relevance. They recently shared a post on National Cheeseburger Day to attract their audience from the US.

McDonald's Localized Content Example
Image via Instagram

Another example is a campaign by McDonald’s during the Chinese New Year. Since this is when many travel home to see their families, the campaign focused on the value of togetherness and family time.

Using videos and images, it portrayed a miniature doll version of Ronald McDonald making a long journey home.

McDonald's Localized Content Example
Image via Construct Digital

In a nutshell, using personalization, visual content can evoke strong sentiments and engage users.

Strategy #3 Infuse Humor Into Your Visual Content

72% of consumers would choose a humorous brand over the competition.

World Happiness Report

Injecting humor into your visual content can have a huge impact on how your audience engages with your business.

One of the best ways of achieving this is through memes. They are short, relatable, and humorous as well. Alternatively, you can use funny GIFs, cartoons, or comic strips to engage your audience. 

Humorous visuals can engage your audience and give a much-needed break from text. 

Infusing funny content into your visuals doesn’t just give your brand a likable identity and decreases bounce rates.

For example, The Royal Ontario Museum frequently uses memes to engage its audience on Instagram. Note how they’ve used their Instagram account’s latest Dolly Parton challenge

Social media humorous content
Image via Instagram

Moreover, humor doesn’t necessarily have to be funny. It could be pictures of dogs or videos of babies – anything that makes your audience smile.

Or maybe your content could be BOTH funny and cute. BarkBox, a dog product subscription service, is a great example. It showcases cute pictures of dogs and adds humor by inserting funny captions. 

Meme Sharing Social Media
Image via Instagram

However, before embracing humor, confirm whether it suits your brand’s tone and voice. Also, ensure you don’t employ raunchy, rowdy, or inappropriate humor. That could be counter-productive for your brand.

Strategy #4: Deploy the Right Visual Content Tools

Constantly changing trends and user interests can challenge your visual content strategy. That’s why you should consider using tools that can help you create stellar visuals and amplify your reach on social media. 

Employ tools such as Canva, Animaker, Google Charts, iMeme, and more to create amazing visuals. 

Final Thoughts

If you use the power of visual content correctly, it can help you generate massive engagement. It would be best to consider personalizing your visual content to make it more relevant for your audience. 

If you haven’t already done so, you should incorporate infographics into your visual content strategy. It also helps to infuse some humor to make the content more engaging. 

Lastly, use visual content creation tools to step up your game and make the most out of your visual content. 

Are there other strategies that you use to improve your visual content?

Shane Barker

Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing, and SEO. He is also the Founder and CEO of Content Solutions, a digital marketing agency. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.

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