• Epistle Communications

How Content can Evolve - Dynamic Visual Content as Opposed to just Text

Tanvi Bhatnagar, Senior Graphic Designer

Content is key when it comes to marketing for businesses. Sharing the right content with the intended audience within the right format and at the appropriate moment is an effective strategy to interact with audiences and stand out from the competition.

The web, the print and the media – all possess a huge amount of content. This can be articles, graphics, advertisements, interviews etc. While there is no dearth when it comes to finding a good written piece – the question that arises is how many read that piece. In today’s fast paced life where time is limited and absorption of information happens in less and less time – Visual content is the key.

Despite there being no doubt that plain text is vital for content, studies show that visuals are far better at driving engagement and connections.

In a recent study, results have proven that users of all ages and gender prefer to be give more attention to visual information as opposed to text. Given the choice between a post with text and no visuals vs a post with a combination of both, most users would click on the second. It’s a natural human tendency which makes it easier to go through a piece of writing with visuals as compared to plain text. Humans can process visual content 60,000 times faster than text. Almost 90% of the information our brain absorbs is visual content and studies have proved that at least 65% of people are visual learners. Dynamic visual content thus grabs your consumer’s attention, makes stories easier to remember and more shareable. Visuals like illustrations, gifs, animations, infographics, videos and presentations create connections, capture attention and are more memorable.

Visuals engage a connection between the consumer and the brand by defining a brands identity. Visual content helps tell the story of the brand through colour schemes, imagery, and tone. It’s a great way to humanise your brand and show your audience who you are, in a deeper and more meaningful way. Thus, we can now witness companies and businesses jumping onto the social media bandwagon and incorporating more visual content into their marketing strategies.

However, we also need to avoid visuals overpowering text. When it comes to SEO, which uses keywords to optimise content, information presented in purely graphic form falls short.

Also, it’s possible to go too hard with visuals, especially irrelevant visuals. The visual content should not be overdone and make the text easier to read, while tying in with the content rather than being a generic stock photo. It’s great to have images but having too many or irrelevant imagery can take away from the intended message of the text.

A balance between both text and visuals, which grab attention and provoke the user to open the text and read needs to be achieved.

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