Using Visuals for Social Media Marketing

Visuals are important tools in social media marketing that can improve the effectiveness of posts. A study by PR News found that posts that include visual content receive 94% more views than posts without visuals. Visuals are supplemental graphics included with text to enhance marketing posts. A visual represents an idea, message, or theme and can be anything from a photograph, illustration, or other image to a chart or graph. The purpose of using a visual in a marketing post is to grab the attention of the consumer, promote engagement, and increase their understanding and memory retention of your post. A visual can capture the interest of consumers better than words can, and visuals can convey a message and elicit emotions that words alone cannot. 

Using visuals in social media marketing can help create a connection with the audience by eliciting emotional responses that increase consumer engagement as visual content is more frequently shared, commented on, interacted with than posts with no visual content. In social media marketing, consumers are used to being bombarded with advertisements and endless content, so the first step is getting the person to notice your post, which using a visual can increase the likelihood of. At this point, the consumer may only view your post, but the goal is to get them to interact with your post and even share it with others because “that’s the holy grail of social media marketing—getting people to share what you’ve shared. It’s a big game of show and tell basically” (Kelsey, 2017, p. 22). Overall, the inclusion of interesting, eye-catching visuals can greatly improve social media marketing posts by enhancing consumer engagement. 

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