The trend of visual content within web pages is becoming one of the most effective and underrated marketing techniques used today. The use of pictures and images has become a very important marketing strategy used to create consumer engagement. Photographs are like the eye candy of content marketing. The only roadblock that keeps businesses from using this invaluable tool is answering the question “why?”

Visual content allows consumers to understand more about a company. It gives an in-depth description, but without the use of copy. Companies have so much information that they want to relay to consumers, but they only have a 3 second window to catch their attention, generally speaking. Most consumers do not pay much attention to the text unless is something catches their eye and sparks their interest. Two great attention grabbing methods are using an attractive header and a descriptive picture. More often than not, consumers are lured in by the image because that is where the eye’s line of focus begins; it is attracted to the diversity in colors and information that the picture has within it. Marketers want consumers to be able to look at a picture and understand what the document is all about, enticing the consumer to start reading.  

Visual content can be used in many different ways:

• Brand Identity
• History
• Founders
• Location
• Company Activities
• Staff, etc.

The uses for visual content are endless. Look at Facebook’s timeline, for instance. It allows the personal profile to engage the audience with a large picture of their interests followed by pictures that have been taken of them. You can look at somebody’s page, whom you may not know, and have a good understanding of what they enjoy. Pinterest is in the same exact boat. Instead of listing certain interests/activities in bulleted words on scrapbooks, they are listed in pictures, which are much more powerful for attracting and engaging consumers. According to Simply Measured, “visual content (photos and videos) have seen a 65% increase in engagement.”

Visual content has even becoming more present in blogging. The copy may be the substance of the blog post, but the image can be among the few reasons why the post gets read.

The visual content revolution is well underway. Those who do not keep up will be left behind.

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