Why Visual Content Works
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Pubcon Austing 2015 presentation on "Why Visual Content Works" and trends of content marketing in 2015
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Why Visual Content Works
- 8. 8 ● 90% of information submitted to the brain is visual ● Visual images process 60,000 times faster {we are talking in nano seconds here, but still…} ● 40% of people respond to visual information over print ● For the rest, visual information reinforces the message @matt_siltala 65% of the population are visual learners-pictures reinforce text Videos on landing pages increase conversions by 90% Posts with visuals receive 94% more page visits and engagement 60% of consumers are more likely to click on a business whose images appear in search results
- 9. 9 @matt_siltala 90% of information submitted to the brain is visual Visual images process 60,000 times faster (we are talking in nano seconds here) 40% of people respond to visual information over print Visual information reinforces the message
- 10. 10 @matt_siltala Humans are not for written language. . Says neuroscience and reading researcher, Maryanne Wolf
- 11. 11 @matt_siltala
- 12. 12 @matt_siltala 65% of the population are visual learners- pictures reinforce text
- 13. 13 @matt_siltala Videos on landing pages increase conversions by 86%
- 14. 14 @matt_siltala Posts with visuals receive 94% more page visits and engagement
- 16. 16 @matt_siltala
- 17. 17 @matt_siltala
- 18. 18 @matt_siltala complex judgements and analyses are going on
- 19. 19 @matt_siltala complex judgements and analyses are going on Your audiences are sophisticated
- 20. 20 @matt_siltala
- 22. 22 @matt_siltala They like to contribute and share content
- 23. 23 @matt_siltala Social Media allows a platform to engage with others
- 24. 24 @matt_siltala Visual content is important in their lives (photo and video)
- 25. 25 @matt_siltala 70,000,000 Pinterest Users (most are women in the US) Pinterest’s numbers aren’t public
- 26. 26 @matt_siltala 60,000,000 Photos shared every day 300,000,000 Instagram Users 200,000,000 Active monthly users
- 27. 27 @matt_siltala 216.7 MILLION Blog posts 120% INCREASE in active users on Tumbler (from May to Nov 2014) 99.7 BILLION Blog posts (as of Dec 28, 2014)
- 28. 28 @matt_siltala 120% 45% 57% 111% 64% 36% 27% 54% 26% 18% 13% 25% 16% 12% 6% 2% Growth in members Growth in Active users
- 29. 29 @matt_siltala
- 31. 31 @matt_siltala
- 33. 33 @matt_siltala Bright colors, sharp contrast or stylized images
- 34. 34 @matt_siltala White background with a clean subject is most visible
- 35. 35 @matt_siltala Have a good graphic designer. It saves time in The long run!
- 36. 36 @matt_siltala
- 37. 37 @matt_siltala …gives them a main idea Good visual content… …gets to the punch line …saves your audience time by highlighting important info …simplifies complex info
- 38. 38 @matt_siltala
- 39. 39 @matt_siltala …know your audience …find their niche …be social …include valuable content
- 40. 40 @matt_siltala Keep track of data Surveys Call them Thank them Know your audience
- 41. 41 @matt_siltala • Tumblr is emerging as a formidable social media site for marketing • Fastest growing in new active users • Perfect for multimedia and visual posts • Visuals with short text are key • Create a Tumblr blog focused on the same interests as your potential customers • Follow users with the same interest as your business/Tumblr blog • Easier to gain a following by following others first Find their niche
- 42. 42 @matt_siltala “I’m in a chillin’ mood today. Found it here (link).” Pictures of products are a natural fit on Tumblr
- 43. 43 @matt_siltala • Social media interactions should focus on the SOCIAL • Social media is a platform for connection and conversation • Interesting and relevant visual content on social media gets you noticed Be Social
- 44. 44 @matt_siltala Because you’ve taken time to get to know your audience, you know what is valuable to them: • funny • thought-provoking • useful • discounts Include valuable content
- 45. 45 @matt_siltala A picture is worth a thousand words... ...just don’t forget the caption!
- 46. 46 @matt_siltala • The visual content draws your audience in • The text keeps them engaged • People always look for the caption to tell them what they are seeing • Fabulous Headlines are essential • Interesting copy is a must--even if it just gets skimmed Visual content works with copy
- 47. 47 @matt_siltala • Make a connection • Encourage comments • Encourage shares-fun content people want to bond over • Call to action
- 48. 48 @matt_siltala A simple call to action helps YOU pinpoint what your goal is with visual content and helps your AUDIENCE (potential customers) know how to respond: • Share your own adorable pet photo • What’s your favorite cat? • Know someone who’d like this article? Share it! • Follow us on ____ • Buy now and save $___ Call to action
- 49. @matt_siltala
Notes de l'éditeur
- 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.
- 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.
- 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.
- 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.
- 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/
- 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.
- these concepts apply to any print or web material your company produces