Visual Marketing: How Video & Images Impact Your Strategy
Images are worth a thousand words, and videos are worth nearly two million. Using visuals in your marketing isn’t just a suggestion, it’s vital to attracting, converting and retaining your target audience. Nearly 40% of marketers consider visual marketing – use of video and images – to be the most important kind of content used in their strategy, second only to blogs.
Research shows that when people receive information in different ways, the retention rates are drastically different:
- – Video: 95%
- – Text with relevant photo: 65%
- – Text only: 10%
With additional statistics like these, it’s clear the need for visuals in marketing is a given:
- – Watching video accounts for 1/3 of all online activity
- – Posts with images are shared over 2x more
- – 88% of users spend more time on sites that feature video
The amount of content thrown at us on a daily basis is staggering. Finding creative ways to set yourself apart is vital if you’re going to catch anyone’s attention. Videos and images are two of the best ways to accomplish this.
A great example: This ad from Specialized Bicycles is different, relevant and something you’ll remember. Maximizing their timing and placement by capitalizing on the excitement surrounding the 2018 Tour de France with their star sponsored athlete, Peter Sagan, made for a winning combination.
Information presented through stunning imagery and visuals is easier for people to process and retain, compared to the written word. Find ways to think outside the box and use images to cut through the white noise and help your marketing stand out.
Today’s consumers are more likely to do their research and be on the look for companies providing a solution to their problem. Videos and other visuals are an exceptional way to share a lot of information about your products or services in a short amount of time. Product tutorial and testimonial videos, interviews, infographics, visual instructions – these are all great examples of how to utilize visual marketing to your advantage.
Conversions – site visitors who are paying customers – are one of the end goals you seek when it comes to users on your website. How can you get these potential customers to become a paying customer? Visual marketing can have a huge impact.
Landing pages that feature video have been shown to increase conversions by over 80%. That coupled with the fact that 87% of marketers worldwide use video in their marketing, it’s easy to see that if you’re not upping your visual marketing game, you’re falling behind your competition.
The need for visuals is clear – now how do you go about getting them? We have several different avenues for you to explore, whether you’re a start-up with a next-to-nothing marketing budget or an established company looking to significantly invest in your visual marketing.
There are tons of sites – both free and paid – that have hundreds of millions of stock photos that you can download. For free options, use the advanced search settings in Google to only pull up images that are free to use or modify (even on the commercial level), as well as free sites, like Pexels or Pixabay, that have high-resolution images that are free to use (note: some may require crediting the photographer, so watch for those restrictions).
Paid options such as Shutterstock, Adobe Stock, iStock and Fotolia feature photographs and videos that can fit just about any industry’s needs, too.
When using stock images, keep in mind that you are far more likely to see the same photo used on a lot of other sites, social platforms or other branding efforts by companies. For that reason, the stock photo option may work for you in some cases but is not the best method to solely rely on in the long run if you’re trying to set your business apart from the rest.
Build Your Own Library
The best way to maximize the potential of your visual marketing strategy is to use as much of your own, custom videos and images as possible. Building a solid library will take time and effort but is well worth it for the longevity of your brand.
It’s like the difference between borrowing a suit from a friend who is slightly bigger than you, compared to a professional custom-tailoring one to your exact measurements. Invest now to give your business material to use far into the future. That could mean hiring a professional to help you out, brushing up on techniques yourself to capture visuals or a combination of the two.
At Stray Media Group, we’re in the business of helping companies reach their maximum potential. Learn more about how we can help shine a light on your brand through creative ideas and custom video marketing services today.