Nishadha Silva — January 10, 2017 Follow @rumblinglankanWith the average human attention span calculated at 8 seconds, marketers are finding it increasingly hard to grab the attention of their audiences. This short attention span combined with the plethora of content created makes a marketer’s job a nightmare. So it isn’t a surprise that more and more marketers are turning towards visual communication in their marketing efforts.
Visual communication has many benefits and arguably the most important on is the ability to process information faster. In fact, humans process visuals 60,000 times faster compared to plain text. One caveat to this is that it may not always be the correct information. That’s because visuals are more open to interpretation than plain text.
Although conveying the correct information is important for marketers it’s all about grabbing attention. And with 94% more views on articles with visual content, there is no doubt that visuals are the way forward for marketers.
However knowing you need it and successfully implementing is two different things. There is a difference between a well thought out informational infographic and something you quickly come up by changing a common template. Remember the days when lists and round-ups were extremely popular and traffic magnets? They are not so popular now. Similarly, a point will come when people are overloaded with visual content it hasn’t happened already. When that time comes marketers need to be ready to stand out from the crowd with amazing visuals.
Although it plays a major part visual communication is not just coming up with beautiful graphics and videos. You need to constantly monitor and identify new opportunities and also maintain consistency across various visuals. But probably the hardest part is identifying the right channels for the various types of visual communications.
For example, from our experience, large info-graphics do poorly on Facebook when just shared as an image. You need to add it to a post, create a compelling custom image for Facebook and then share it. However, in Pinterest large infographics tend to do very well. A data-driven approach that is constantly tweaked is required if you want to success in visual communication.
The below infographic sums up why you should embrace visual communication in 2017 and how to do it right.
Why you need visual communication and how to do it right
The above infographic was created using Creately and the original version can be found at visual communication in marketing.
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