The Importance of Visual Assets

“The visual locomotive is rolling down the track and we are recommending you get on that train at the next stop.” Martin Armes, MediaOne.digital, Vice President of Brand Partnerships. Here are some reasons why.

• 91% of consumers prefer visual content to written content (Forbes)
• 87% of online marketers use video as a tool for marketing (Wyzowl)

• People Prefer Pictures

Humans crave and respond to visual stimulation. It is the easiest way to communicate with us. Of all the five senses, it’s the one we rely on most. In today’s fast paced world, people want information they can consume quickly and easily. Video, infographics, pictures, and animation get the job done better than text and we retain the visual information for longer periods of time. Globally, 82% of all web traffic came from videos in 2022. That’s an astounding statistic and is a result of increased internet speeds, faster phones, and better picture quality. Content gets results when visuals are included.

• Visuals Connect with Us

Great visuals break through the clutter and establish a connection with the consumer. Creative visuals will stimulate a bond with your brand and are critical to your marketing success. The visual bond is built on emotion which can trigger a lasting connection, solidify brand identity and customer loyalty. It is essential that all of your visual assets have a clear brand identity that can be recognized across every marketing channel.

67% of customers prefer and engage with promotional content that includes visuals such as images, GIFs or videos over text alone (Hubspot).

• Images Grab Attention

People are bombarded with information and are easily distracted or get bored. Get noticed and grab attention with powerful visuals attached to your content. But be sure the content is relevant and provides useful information.

84% of consumers agree that watching promotional videos have convinced them to purchase a product or service. (Wyzowl)

• Visuals Are Easy to Remember

Visuals do more than just grab attention; they create memorable engagement. Great visuals with compelling content strengthen the consumers recall for up to several days by 65% and by 80% in the few hours after exposure. Humans remember visual information for a long time and sometimes for a lifetime.

On average, people retain 55% more information when it is paired with an image (bloggingwizard)

• More Visuals = More Leads

So far, we have explored how including visuals with your content gets it noticed and remembered. Now let’s take a look at why it matters, more engagement and more leads. The Holy Grail of marketing is to generate quality leads that result in a conversion. That’s just what outstanding rich media, attached to relevant content, does. Great visuals are the most compelling aspect of any marketing campaign. People would much rather see a great video, interesting info graphic, or stunning image than read a bunch of text. That’s why, over the past few years, we have seen such a substantial increase in the use of visual assets to accomplish marketing goals.

Personalized imagery has been shown to decrease cart abandonment rates by 17% and improve conversion rates by 200% (Hyperise)

Combining visual assets with content has exploded over the past few years, and for good reason: it works!

Sources

https://www.searchenginejournal.com/why-content-needs-amazing-images-videos-visuals/268911/

https://www.3dissue.com/the-role-of-visuals-in-successful-content-marketing/

https://www.insivia.com/2023-saas-marketing-report/

https://tech.co/digital-marketing/visual-content-marketing-statistics

https://financesonline.com/visual-content-marketing-statistics/