frog+prince

The use of visuals in media

August 2, 2018/Rachel Hargrave
When thinking about your company image, think about accompanying images

At RDZ we are often asked questions about content, usually relating to volume, style, tone and the age-old creativity vs SEO debate.  All topics perhaps for another day, as this week we wanted to concentrate solely on the use of images or graphics.

Visual storytelling was a big trend in 2017 and is set to continue this year (and beyond).  We like it and, aside from the style it can add to a piece, there are some great stats to show how it can also make your marketing so much more effective. Courtesy of Hubspot, here is just a flavour of how audience interaction can be influenced by the inclusion of an image:

  • When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information people retained 65% of the information three days later
  • 4 times as many consumers would prefer to watch a video about a product than read about it
  • 86% of buyers expressed some level of desire to access interactive / visual content on demand
  • Using the word ‘video’ in an email subject line boosts open rates by 19% and click-through rates by 65%
  • Tweets with images receive 18% more clicks and 150% more retweets
  • Photo posts on Facebook brand pages account for 87% of total interactions

As well as adding information to content in a concise manner, visuals can bring any piece of text to life and that is essential when we, as consumers, are bombarded with thousands of media message every day; and there are some great ways to introduce visual enhancement which will neither bust your budget nor surpass your tech skills, examples of which are:

For those who still feel a little shy about the introduction of a bit of animation or illustration there is still the potential to both attract and retain your reader by the use of good formatting, such as the introduction of subheadings and quotes, or even a splash of colour where appropriate.  Time to review those webpages and look for areas where a bit of imagery could inspire your audience and raise your profile!

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Rachel Hargrave

Rachel has over 30 years of local, regional, national and international communications experience and expertise across a wide variety of clients including FTSE 100 companies, SMEs, micro businesses and start-ups. She also has extensive charity, Not-For-Profit and Community Interest Company experience and happily offers clients working in these areas a 50% discount on all RDZ PR rates.

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