Brands are using new techniques to attract their target audience and explore new markets. Among these new strategies, visual marketing is gaining the most traction. It has also become an essential part of the content marketing sector.
Visuals like images, videos, and creative infographics have long been popular in social media, and users can’t seem to get enough of them. These visual elements allow any brand to send its message to the audience base in a better way. With almost all brands shifting to visual marketing, both online and on social media, you need to learn about the tricks and tips of visual marketing to ensure your brand stands out from the competition.
Here are all the details you need to check and learn to use visual marketing to its full potential.
Visual search is one of the critical factors related to visual marketing. Google Image Search is a good example of visual search. Each image that comes up as a search result either has a set of related results or provides a library of hyperlinked images.
Aside from Google Image Search, the Pinterest mobile app has a feature called Lens that allows users to search using images and automatically suggests items that go with it. For example, when you spot a pair of shoes that you like but don’t know what to wear with it, you can upload a picture of those shoes to Lens, then the app will give you valuable suggestions:
Source: The Verge
Lens uses a combination of AI and machine learning to process around 150 million images per month and generate content suggestions based on items you’ve previously pinned, the preferences of users in your area, and metadata. If your brand wants to tap on visual marketing, you need to understand how image search platforms such as Google Images and Pinterest Lens work.
The easiest way to optimize your visual content for these searches is to look at their metadata. These include tags and alt text, both of which help images show up in searches. For example, it’s no longer enough to tag an image of a pair of shoes as “shoes”. You need to be more specific: “red sneakers”, “red shoes”, “man in red shoes” are just a few of the tags that will help search engines find your content faster.
On the other hand, you also need to ensure it’s easy to do a visual search of your site. Having an image search section can do wonders for your website. It allows users to find products without knowing what they’re called, making it easier for users to find and purchase items based on their appearance alone.
A brand needs to master social selling to develop an effective visual marketing strategy. If you have a robust presence on a visual marketing platform, you can attract both casual consumers and targeted audiences. Instagram and Pinterest are two logical platforms where you can promote content.
Try to create posts that generate an organic response. Often, that involves creating content that shows how your products or services make a positive difference to your consumers’ lives.
Shoppable content allows your buyers to buy directly from images or video content. While most brands use their content to promote their product range, user-generated content (UGC) is also fast gaining popularity among brands as it boosts audience confidence and trust. Using UGC also helps build relationships between your brand and your customers as it places the user at the center of the brand story.
UGC is commonly associated with platforms such as social media and blogs. However, you can also use email prospecting to reach out to people who might be interested in generating shoppable content for your brand.
Interactive content is also part of visual marketing. Video content is now undergoing a considerable transformation. Social media users now prefer to view interactive contents, which allows them to perform many activities through video.
Social media now offers more options for real-time audience interaction, such as Facebook Live, Instagram Reels, or IGTV. Even shopping apps now have live streaming features that sellers use to display and demonstrate their products. At the same time, customers can buy and reserve products straight from the live stream as well.
Interactive content, like interactive videos, interactive images, polls, surveys, assessments, and playable links, can easily convert traffic to your site and increase viewers. Besides that, you can also use interactive content like interactive emails with gifs, videos, visuals, links and help you connect to your targeted audience effectively.
Augmented reality or AR is specially created videos with enhanced elements embedded with elements from the real world. These AR images allow you to connect the virtual or imaginary world with the natural world through aspects like sound, touch, and other sensory stimuli.
Incorporating augmented reality into your visual marketing allows you to offer an enhanced user experience to your audience. It can let your audience get a hint of real-life experiences they can expect from your brand even without physical contact.
Source: Virtual Reality Marketing
Augmented reality offers companies a way to increase user engagement, audience conversion and up their marketing game. Many brands offer augmented reality videos and apps which allow the users to “try on” various apparel and choose the best design for themselves. The Adidas iOS app, for instance, allows users to switch through a variety of shoe models and colourways even without entering their physical store.
User-generated content plays a huge role in content marketing. Whether it’s in the form of comments, posts where your brand is tagged, or sponsored content, UGC is a powerful content marketing currency.
User-generated serves two purposes. First, it gives your brand exposure to new audiences, especially influencers and their followers who otherwise would have limited exposure to your products. Second, because UGC comes from your customers, other potential customers can see themselves using your brand as well.
User-generated content is now as powerful, if not more effective than, branded content as a mode of advertising for your brand. One study found that user-generated images created five times more conversions compared to professionally-created content. As social media usage continues to rise, UGC will continue dominating the visual marketing landscape.
Visual marketing is no longer a game-changer in the marketing sector. It is now the game. Brands are now keen on using visual content for endorsement and audience engagement. If used correctly, visual marketing can fully change the way you do business.
For visual marketing, brands need to invest in visual search and create clear, SEO-optimized content to improve their search rankings. Marketers also need to learn social selling to build another sales channel for their brands.
Most of all, visual marketing is all about building a better, more engaging user experience. Technologies such as augmented reality allow users to “see” products without stepping into a physical store. At the same time, user-generated content helps brands and consumers maintain healthy, mutually beneficial relationships built on the value of exposure for everyone concerned.
The science of marketing is gradually pivoting away from generating sales and towards building long-term relationships. By taking advantage of visual content, brands are not just able to sell their products. They are also able to keep their audiences engaged and eager to see more.