10 tips and tools for creating visual content
Catherine Bowden - 24 October 2019
In today’s world, the rate that content is pushed out at is simply impossible to keep up with. With over 2.5 quintillion bytes of data created each day, and with this pace only increasing, how can you make sure your content stands out?
As the brain processes visual content 60,000 times faster than it does text, a focus on optimising your visual content is a brilliant way to make your content seen.
Why is visual content so important?
The visual aspect of your content is a critical part of ensuring that you stand out from the crowd and that your content doesn’t get lost in the noise. Therefore, it should be seen as a huge part of your online marketing strategy.
Statistics prove how important visual content has become for your online presence:
- Click-through rate is 47% higher in websites with images
- Content with relevant images get 94% more views
- Facebook posts with images get 2 times more engagement and LinkedIn posts with images receiver 98% more comments
- Video content generates 80% more conversion
Take a look at our top 10 tips and tools for creating visual content that will make your brand distinctive.
Keep your visuals brand-consistent
Brand consistency is a must. Early on you should establish your brand font, font sizes, and colour schemes and make sure these are in line with the message you want to portray to your customers. Once these have been identified, stick to them.
Perhaps create a brand guide for all internal and external staff members and make sure these guidelines are stuck to. This is a great way to portray your business as professional too.
Avoid generic stock photos
Stock photos may save time but they are overused, boring, and unappealing to your audience.
Instead, use images of your own staff and customers. Not only does this humanise your brand, it’ll also look more professional than opting for generic stock photos.
Visuals must be relevant
There’s no point in including visual content within your copy just for the sake of it. The visuals selected must be relevant to what you’re discussing in the text and in line with the message you want your brand to portray.
Whilst you may want to stay relevant by using humorous memes where appropriate to engage with your target audience if your business is a luxurious clothing company, you should avoid this as it is not relevant to your brand and it won’t truly show your brand personality.
Variety is key
Don’t just stick to a standard image when adding visual content to your website, take advantage of a whole host of visuals readily available to you.
Here are some common ways you can create visual content:
- Images
- Charts and graphs
- Infographics
- Gifs
- Video
- Memes
- Screenshots
- Text overlays
Customise your visuals for different platforms
An image posted on your Instagram profile may not be appropriate to post on your LinkedIn account. Different platforms have a different audience base and demographics, and it’s important that your visual content appeals to each target audience.
In addition, different platforms have varying image size guidelines and viewable ratios so keep this in mind.
Convert written copy into visuals
Adapt important or popular written copy into exciting visuals such as infographics or a video.
Infographics are on the increase; combine important information with eye-catching visuals to make it simpler than ever for people to process numbers and statistics. Repurposing written content into infographics is more compelling and memorable for users. A great tool for creating infographic content is Visme.
With a prediction that 78% of all data traffic will consist of videos in 2021, why not jump on board? Convert written content into interesting videos and your content will grab your target audience’s attention, plus be more shareable.
Take advantage of user-generated content
Harness the power of your target audience and engage with your followers.
Use your follower’s images of them wearing, using, eating and drinking your product and share these images on your website. Not only does this increase engagement between you and your customers, it really humanises your brand. And the more you engage with your customers, the more likely they’re going to share their images with you.
Provide incentives for them to share their photos with you. Think outside the box and perhaps create a competition between followers over on your Instagram account. If you use their post, give them a shoutout, a follow or a discount to show appreciation for them.
Here’s an example we love…
Stick to high-quality visuals
Your visual content should consistently be of a high-quality. Poor quality images look unprofessional, may cheapen your brand and make it appear untrustworthy. Additionally, they won’t generate as many likes, comments and shares.
If you’re using filters on your visuals, ensure that the image is clear and still of a high quality.
Optimise your image and video content
Optimising your visual content with keywords and descriptions is important in increasing the visibility of your content to search engines.
The title and description of your image should include a focused keyword, and the Alt tag should also describe your image using your keywords.
Make good use of online tools
We’re not all graphic designers with that artistic flair so take advantage of online visual tools. There are a huge range of visual tools, with both paid and free options available. Make good use of these to create exciting images, gifs and infographics.
Tools such as Canva can be used to create beautiful designs from blog banners and Instagram posts, to letterheads and infographics. They also have a variety of themes, templates, colours and fonts to choose from, so get creative!
Photoshop is another fantastic tool for creating images, videos and gifs.
Have a go at implementing these visual content tips when your next creating content or refreshing current content for your business. If you’re looking for further help with your content marketing strategy, please give us a call and one of our specialists would be happy to help.
