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Why Visual Content Works

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

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Why Visual Content Works

Notes de l'éditeur

  1. There are a lot of social media platforms out there. I am going to explain all of them for you to maximize your content’s effectiveness.
  2. Humans are not “preprogrammed” for written language. “We were never born to read,” says neuroscience and reading researcher, Maryanne Wolf, in her book, Proust and the Squid: The Story and Science of the Reading Brain. Wolf explains that vision is pre-programmed into the human brain while reading does not come naturally. Reading, says Wolf, involves tapping into existing “visual circuits” of the brain in order to decode letters into words. Source: Wolf, M., & Stoodley, C. J. (2007). Proust and the squid: The story and science of the reading brain. New York, NY: HarperCollins.
  3. What this research means for content marketers is that visual content is processed much easier than text. In a world where potential customers are overloaded with information, visual content makes your message easier to process and more likely to stand out. {Image of an infographic or visual website standing apart from a sea of boring-looking sites and pages} Source: Wolf, M., & Stoodley, C. J. (2007). Proust and the squid: The story and science of the reading brain. New York, NY: HarperCollins.
  4. Research from UCLA’s Semel Institute for Neuroscience and Human Behavior suggest that Internet searching may engage a greater extent of neural circuitry not activated while reading text pages (but only in people with prior computer and Internet search experience.) Source: Small, G.W., Moody, T.D., Siddarth, P., and Bookheimer, S.Y. “Your brain on Google: patterns of cerebral activation during internet searching.” : American Journal of Geriatric Psychiatry. 2009 Feb;17(2):116-26. doi: 10.1097/JGP.0b013e3181953a02.
  5. Pinterest has 70,000,000 users (most are women in the US) accoring to Semiocast, a French marketing company http://thenextweb.com/socialmedia/2013/07/10/semiocast-pinterest-now-has-70-million-users-and-is-steadily-gaining-momentum-outside-the-us/ Pinterest’s numbers aren’t public http://nymag.com/daily/intelligencer/2014/05/pinterest-is-sneaking-up-on-twitter-and-facebook.html Instagram has 300,000,000 users http://instagram.com/about/us/ 60,000,000 photos shared every day http://instagram.com/about/us/ 200,000,000 active monthly users on Instagram http://thenextweb.com/facebook/2014/03/26/instagram-passes-200-million-monthly-active-users/ Tumblr has seen a 120% increase in active users from May to Nov 2014 Tumblr has 216.7 million blogs 99.7 billion posts as of Dec 28, 2014 (count changes every day) https://www.tumblr.com/
  6. From May to November 2014 Tumblr has overtaken Instagram in growth of active users. Tumblr, Pinterest, and Instagram grew most in active members This chart shows that people LOVE interacting with images, they also LOVE creating their own content. It is important to speak the language of your audience and interact with them on their terms.
  7. these concepts apply to any print or web material your company produces