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Why Visual Content Works

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Pubcon Austing 2015 presentation on "Why Visual Content Works" and trends of content marketing in 2015

Published in: Marketing, Social Media

Why Visual Content Works

  1. @matt_siltala
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  3. 3 @matt_siltala
  4. 4 @matt_siltala
  5. 5 @matt_siltala
  6. 6 @matt_siltala
  7. 7 @matt_siltala Your audience Your message
  8. 8 ● 90% of information submitted to the brain is visual ● Visual images process 60,000 times faster {we are talking in nano seconds here, but still…} ● 40% of people respond to visual information over print ● For the rest, visual information reinforces the message @matt_siltala 65% of the population are visual learners-pictures reinforce text Videos on landing pages increase conversions by 90% Posts with visuals receive 94% more page visits and engagement 60% of consumers are more likely to click on a business whose images appear in search results
  9. 9 @matt_siltala 90% of information submitted to the brain is visual Visual images process 60,000 times faster (we are talking in nano seconds here) 40% of people respond to visual information over print Visual information reinforces the message
  10. 10 @matt_siltala Humans are not for written language. . Says neuroscience and reading researcher, Maryanne Wolf
  11. 11 @matt_siltala
  12. 12 @matt_siltala 65% of the population are visual learners- pictures reinforce text
  13. 13 @matt_siltala Videos on landing pages increase conversions by 86%
  14. 14 @matt_siltala Posts with visuals receive 94% more page visits and engagement
  15. 15 @matt_siltala We’ve actually developed a language of images
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  18. 18 @matt_siltala complex judgements and analyses are going on
  19. 19 @matt_siltala complex judgements and analyses are going on Your audiences are sophisticated
  20. 20 @matt_siltala
  21. 21 @matt_siltala They are engaged
  22. 22 @matt_siltala They like to contribute and share content
  23. 23 @matt_siltala Social Media allows a platform to engage with others
  24. 24 @matt_siltala Visual content is important in their lives (photo and video)
  25. 25 @matt_siltala 70,000,000 Pinterest Users (most are women in the US) Pinterest’s numbers aren’t public
  26. 26 @matt_siltala 60,000,000 Photos shared every day 300,000,000 Instagram Users 200,000,000 Active monthly users
  27. 27 @matt_siltala 216.7 MILLION Blog posts 120% INCREASE in active users on Tumbler (from May to Nov 2014) 99.7 BILLION Blog posts (as of Dec 28, 2014)
  28. 28 @matt_siltala 120% 45% 57% 111% 64% 36% 27% 54% 26% 18% 13% 25% 16% 12% 6% 2% Growth in members Growth in Active users
  29. 29 @matt_siltala
  30. 30 @matt_siltala Before After
  31. 31 @matt_siltala
  32. 32 @matt_siltala Sharp, interesting images
  33. 33 @matt_siltala Bright colors, sharp contrast or stylized images
  34. 34 @matt_siltala White background with a clean subject is most visible
  35. 35 @matt_siltala Have a good graphic designer. It saves time in The long run!
  36. 36 @matt_siltala
  37. 37 @matt_siltala …gives them a main idea Good visual content… …gets to the punch line …saves your audience time by highlighting important info …simplifies complex info
  38. 38 @matt_siltala
  39. 39 @matt_siltala …know your audience …find their niche …be social …include valuable content
  40. 40 @matt_siltala Keep track of data Surveys Call them Thank them Know your audience
  41. 41 @matt_siltala • Tumblr is emerging as a formidable social media site for marketing • Fastest growing in new active users • Perfect for multimedia and visual posts • Visuals with short text are key • Create a Tumblr blog focused on the same interests as your potential customers • Follow users with the same interest as your business/Tumblr blog • Easier to gain a following by following others first Find their niche
  42. 42 @matt_siltala “I’m in a chillin’ mood today. Found it here (link).” Pictures of products are a natural fit on Tumblr
  43. 43 @matt_siltala • Social media interactions should focus on the SOCIAL • Social media is a platform for connection and conversation • Interesting and relevant visual content on social media gets you noticed Be Social
  44. 44 @matt_siltala Because you’ve taken time to get to know your audience, you know what is valuable to them: • funny • thought-provoking • useful • discounts Include valuable content
  45. 45 @matt_siltala A picture is worth a thousand words... ...just don’t forget the caption!
  46. 46 @matt_siltala • The visual content draws your audience in • The text keeps them engaged • People always look for the caption to tell them what they are seeing • Fabulous Headlines are essential • Interesting copy is a must--even if it just gets skimmed Visual content works with copy
  47. 47 @matt_siltala • Make a connection • Encourage comments • Encourage shares-fun content people want to bond over • Call to action
  48. 48 @matt_siltala A simple call to action helps YOU pinpoint what your goal is with visual content and helps your AUDIENCE (potential customers) know how to respond: • Share your own adorable pet photo • What’s your favorite cat? • Know someone who’d like this article? Share it! • Follow us on ____ • Buy now and save $___ Call to action
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