In today’s world, grabbing attention isn’t just about catchy headlines or well-written text. It’s also about visuals. People are wired to process visuals faster and more effectively than words, which is why imagery and video have become essential tools that can’t be absent in your content format.
As grabbing your audience’s attention is now costly, to truly engage your audience, your visual content has to be strategic, authentic, and relatable.
So, how exactly do you use imagery and video to connect with your audience and get your message across?
Let’s see why visuals work so well and how you can make them a central part of your content strategy.
Why Visual Content Works Like Magic
Before we get into the inner pixels of creating visual content, it’s important to understand why it works;
- Our Brains Process Visuals Faster: Research shows that humans process images 60,000 times faster than text . This means your audience can grasp your message in the blink of an eye when you use the right visuals.
- Better Memory Retention: Visual content is more likely to stick with people. In fact, people only remember 10% of the information they hear three days later, but 65% of that information if it’s paired with a relevant image .
- Increased Engagement: Posts with visuals get 650% higher engagement than text-only posts. This includes everything from social media posts to blogs. If you want people to engage, you have to show them something that catches their eye .
How to Use Visual Content to Engage Your Audience
Now that we know why visuals are so powerful, let’s explore how you can use them effectively to engage your audience and make a lasting impact. Here’s a breakdown of actionable steps you can take:
1. Tell a Story with Imagery
People love stories, and one image can often tell an entire story without saying a word. The key is to use visuals that resonate with your audience’s emotions and experiences.
Think about Nike. They don’t just show you a pair of shoes; they show an athlete achieving greatness, sweating through the grind to victory. It’s not about the product—it’s about the feeling that the product creates.
Actionable Tip: Use images that reflect the transformation your product or service offers. Don’t just focus on the product itself; show how it impacts your customer’s life. For example, if you sell fitness gear, show someone accomplishing a workout milestone while using your product.
Check out this example of visual storytelling from Tale It Media: Why Storytelling Marketing is the GOAT.
2. Leverage the Power of Video: It’s King for Engagement
Video content is no longer optional in today’s marketing landscape. According to HubSpot, 89% of consumers want to see more video content from brands they support . And it’s not hard to see why—video allows you to tell a more immersive story, combining visuals, sound, and emotion.
But it’s not just about throwing up a generic video and hoping for the best. Your videos should provide value, tell a story, or showcase a transformation. Whether you’re doing a product demo, a behind-the-scenes look, or a customer testimonial, video content is the key to building deeper connections with your audience.
Pro Tip: You don’t need a huge budget to create impactful videos. Use your smartphone to capture authentic behind-the-scenes moments or customer testimonials. The more real and relatable, the better.
Here’s an immersive video experience by Nike: Nike “Winning isn’t Comfortable” Campaign
3. Create Bite-Sized, Shareable Visual Content
Let’s be honest—people’s attention spans are shorter than ever. You only have a few seconds to capture someone’s attention before they scroll past your content. That’s why short, snackable visuals (like images, GIFs, or 15-second videos) are essential.
Platforms like Instagram, TikTok, and Facebook thrive on quick, digestible content. You can create mini-stories, how-to videos, or even quick behind-the-scenes clips to keep your audience engaged.
Example: Take a look at Lush Hair. They use short Instagram stories and Reels to show their products in action, often featuring user-generated content or quick tutorials. These bite-sized pieces of content are visually engaging and encourage users to try their products themselves.
Pro Tip: Focus on one key message per visual and keep it simple. Use Instagram Stories or TikTok to create mini-tutorials or showcase a product in action. These platforms prioritise video, so make sure your brand is showing up there consistently.
For inspiration, see how Lush does it on their Instagram: Lush Hair Instagram
4. Use Infographics for Quick Data Visualization
Not every piece of content needs to be a photo or video. Sometimes, people want quick facts presented visually. This is where infographics come in. They’re perfect for summarising complex data or ideas in an easy-to-digest format.
Infographics can turn statistics, facts, or step-by-step guides into a visually appealing piece of content that’s easy to share. In fact, infographics are shared three times more often on social media than any other type of content .
Example: Think of a brand like Hootsuite. They use infographics to visually present data on social media trends. These infographics are not only easy to understand but also highly shareable, making them a key part of their content strategy.
Here’s a helpful guide on how to create powerful infographics: HubSpot Infographic Guide.
5. Incorporate User-Generated Content (UGC)
People trust other people more than they trust brands. In fact, 79% of people say UGC highly impacts their purchasing decisions . User-generated content, like photos or videos from your actual customers, can build trust and authenticity in your brand’s story.
UGC also encourages your audience to engage with your brand. When they see real people using and loving your product, it creates a sense of community and trust.
Example: Think about how Airbnb uses UGC. They don’t just showcase photos of their properties—they share photos taken by real customers during their stays, highlighting the unique experiences that come with each listing.
Pro Tip: Run a social media contest encouraging customers to share their photos or videos using your product. Then, feature the best submissions across your platforms. This is a low-cost way to build engagement and get authentic visual content.
Practical Tips for Creating Killer Visual Content
Now that you know what types of visual content to create, here are some practical tips to make sure your visuals work:
- Quality Over Quantity: You don’t need to post every day, but when you do, make sure the visuals are high quality and on-brand.
- Stay Consistent: Your visual content should have a consistent look and feel. Use the same colour palette, fonts, and style so your audience immediately recognizes your brand.
- Optimise for Mobile: With over 60% of all internet traffic coming from mobile devices, make sure your images and videos are optimised for mobile viewing .
- Keep It Relatable: Whether it’s photos, videos, or infographics, your content should feel authentic and relatable to your audience. People connect with brands that reflect their own experiences.
- Use Captions and Subtitles: Did you know 85% of Facebook videos are watched without sound? Always include captions or subtitles so your message gets across, even if the sound is off .
Final Thoughts: Visuals That Tell a Story
At the end of the day, visual content is more than just pretty pictures or cool videos. It’s about telling a story that connects with your audience. Whether it’s a quick Instagram Reel, a powerful testimonial video, or a simple infographic, your visuals should always lead your audience to a story they can relate to.
The key to success is keeping it real, keeping it engaging, and most importantly—keeping it human.
So, how are you going to tell your story visually?
Need help crafting stunning visual content? We’re here to help you bring your vision to life. Contact us today to get started.