A quick dive into the different components that can make visual content impactful and engaging. Looking at why visual content is so easy to understand and how to build content that fits the context to the individual consuming it. This is from my personal experience in working in digital media for the last six years. If there is anything you think I may have missed or feedback in general I would love to know that you think!

1. What is
Visual Content?

2. • Lascaux, France
• We’ve been sharing visual content for thousands of years, we’ve
just been upgrading our technology.

3. This could be why content with images receive 94%
more views than content without.

4. 7 Types of Visual Content:
• Photo
• Video
• Infographic
• Data Visualization
• Meme
• Comic
• Standard Graphic (diagram, think IKEA)

5. 1. What is your story?
2. Why is it important?
3. Who is your audience?
4. How will they consume
your content?
Before you create anything ask yourself:
These will help you better understand
what you want to create

6. • If content is king than context is god.
• The more a piece of content fits the contextual
framework of the person consuming it the more
impactful/engaging it will be.
4 Components to Context:
1.Time
-Appropriate
2. Place
-Distinguishable
3. Function
-Utility
4. Native
-True to the platform
Contextual
(Impactful/Engaging)
Content

7. Context: Time
Oreo (Tweet heard round the world)
Salvation Army
• How does it fit into conversations that are already going on?
• Something valuable to your audience at that time.
“Newsjacking”
• Time of year, time of day, holidays, major events.

8. Context: Place
VS.
• Letting a photo tell a story
• What will it make your audience feel?
• How will it transport your audience?
• Try to avoid being too literal.

9. Context: Place
VS.
VS.
• Capture an image your audience can relate to/distinguish.
Iconic Location at Clemson

10. Context: Function
• Takes something difficult to verbalize and creates meaning.
• Sets the stage for the story/builds curiosity.
• Presents valuable information in an understandable way.
• Shows a trend/relationship.
Iconosquare Dashboard

11. Context: Function
• Is it interesting, does it build curiosity?
• Does the graphic set the stage for the story?
NY Times: Upshot

12. Context: Native
• True to the platform.
• Mobile optimized for platform. (Ex: Instagram 2000x2000, Twitter
1000x500)
• Does not interupt, but adds value.
Unnamed Brand Instagram
VS.
University of Indiana Instagram
Misuse of platform.

13. • There is no secret sauce, and like anything worth
doing there is some trial and error involved.
• Still these four components to content should help you
create content that fits seamlessly into your end
users life and adds value for them.
•
Four Components to Context:
1.Time
2. Place
3. Function
4. Native
Contextual
Content

14. Any Questions?
(Don’t be shy)
Robbie Fitzwater
rfitzwa@clemson.edu
@robbiefitz
linkd.in/robbiefitzwater