What is Visual Content Marketing?

By definition, visual content marketing refers to the provision of visual content in the form of videos, photos, slideshows, GIFs, infographics or cartoons on websites and various social media channels. The success of visual content marketing is based on empirical findings that are referred to as the "picture superiority effect" - in German-speaking countries this is known as "Bildinfo vor Textinfo". According to these findings, visual information is processed approximately 60,000 times faster than textual information.

<div class="article_quote"><div class="article_quote_contain"><div class="article_quote_quote">"The success of visual content marketing is based on empirical findings referred to as the "picture superiority effect". Visual information is processed about 60,000 times faster than textual information."</div><div class="article_quote_name u-text-style-main"> </div></div></div>

Combining letters into words, words into sentences, and inferring relationships is a complex process in the brain that must be learned. Understanding images, on the other hand, is completely instinctive. Given a choice, the human eye chooses the less complex path: the image. In the best cases, visual content is self-explanatory and understandable out of context. Marketers use this phenomenon to generate attention for online campaigns through visual stimuli and to position brands positively in the public perception.

Visual language and its impact

Pictures can evoke real and deep emotions without reaction time. In fractions of a second, they convey a message that can be grasped at a glance. Images are also processed and remembered more quickly, and are more believable and persuasive than text. The design of the image is important.

<div class="article_quote"><div class="article_quote_contain"><div class="article_quote_quote">"Unlike text, images can evoke real and deep emotions without reaction time."</div><div class="article_quote_name u-text-style-main"> </div></div></div>

For example, the human eye always registers certain elements before others: Foregrounds before backgrounds, people before landscapes, face before body, eye, mouth, and nose before the rest of the face. Visually striking elements are particularly eye-catching. Colorful, centrally placed elements that are also high in contrast to the rest of the image attract the most attention. With video, the eye primarily moves down and to the right. This activating effect of visual information on the human brain can be divided into three stimulus categories: emotional, mental, and physical.

EMOTIONAL STIMULATION

These appeal to feelings and motives; they evoke emotions spontaneously and strongly. For example, images of babies and newborns, small animals, success, love, happiness, or eroticism are associated with positive feelings, whereas motifs such as fear, hunger, conflict, or destruction have negative connotations.

MENTAL STIMULATION

Thought stimuli are those that challenge perception and understanding. They provoke wonder and stimulate thought, resulting in feelings of surprise, curiosity, alienation or contradiction. Cognitive stimuli are secondary to emotional stimuli and subside more quickly.

PHYSICAL STIMULATION

Physical stimuli capture attention by being conspicuous. Colors, sizes, and contrasts stop the eye and direct the viewer's interest.

Visuals in Advertising

In the social media space, marketers are faced with

• An ever-decreasing user attention span
• The desire for quick information gratification
• The trend towards an increasing number of competing offers.

An increasing focus on visual content is therefore a logical consequence to reach the desired target audience. Of course, visual components such as the logo, colors and fonts are essential for brand positioning, but they alone do not create identification, trust or relevance. Images and videos have a great storytelling potential and help companies and brands to build this very trust and to convey (positive) feelings.

There are many ways to use visual content in advertising.

VIDEOS

Moving images are in vogue and are rewarded by the algorithms of social media channels with high reach and interaction. Short videos that focus on the product or service being promoted are ideal: For example, a leap into a swimming pool can inspire the viewer to go on vacation. Also good for advertising are live videos from trade shows or events, or Q&A sessions with employees, customers or guests. As a general rule, authenticity is more important than perfect imagery.

GRAPHIC PREPARATION

Infographics, charts and graphs help break down complex content and present it in a simplified way. Memes (combinations of images, videos and text with a pointed message that ironically refer to current events) can be used to present content in a humorous way and elicit mental stimuli such as laughter or a smile.

TESTIMONIALS

Visual content with familiar faces also has a positive impact on viewers. Sponsored posts in collaboration with influencers, which can be found primarily on Instagram, use the positive connotation of the familiar face to promote products or services.

Study Results "Visual Content in Destination Advertising on Social Media

A recent study by Austria Advertising on "Visual Content in Destination Advertising on Social Media" shows the "Best Performing Creatives" in destination marketing on both Instagram and Facebook. According to the study, images with lush landscapes combined with urbanity and without people have the best engagement values. These findings can be applied to many other destinations, such as Switzerland, Sweden, Italy, France, as well as regions such as Bavaria, Tyrol or SalzburgerLand.

<div class="article_quote"><div class="article_quote_contain"><div class="article_quote_quote">"A certain consistency in the design of the individual building blocks of the marketing mix, a coherent visual language and the use of repeating motifs have been shown to strengthen recognition and are an important part of the overall (brand) experience."</div><div class="article_quote_name u-text-style-main"> </div></div></div>

A challenge for every company is the selection of images and motifs. They must fit the brand identity, the image, and the target audience to achieve the desired effect. In addition, the interaction of many elements determines the success or failure of visual marketing campaigns. Aesthetically pleasing advertisements that match the product, a well-designed website, and a well-conceived product design all contribute to brand awareness.A certain consistency in the design of the individual elements of the marketing mix, a coherent visual language and the use of repeating motifs have been proven to strengthen recognition and are an important part of the overall (brand) experience.