They aren’t just there to be eye-catching and pretty, although hopefully your images are doing that as well. There are heaps of statistics showing that images will get a lot more interest than any post without an image.
Marketing is all about getting attention for your business, and images get that attention more than just words. The phrase “a picture is worth a thousand words” is not an exaggeration when it comes to marketing to potential customers.
As you can see, images were mostly rated as either important or very important. There are a lot of reasons and psychology behind this, but as marketers we only really need to know the basics.
Pictures demand our attention. They attract us and make us interested. From Venngage.com come the following statistics to show just how images can affect a consumer’s decision to continue reading:
Why should you care about applying visual content to your marketing strategy?
- Colored visuals increase people’s desire to read content by 80%.
- Content with images increases a view rate by 94%.
- Visuals generate more backlinks than any other form of content.
- Posts with images produce 180% more engagement.
- People are 85% more likely to buy your product after watching a video about it.
And now, for the most interesting part:
What makes people love visual content, and how can you use this love to take your marketing campaign to the next level?
In fact, 93% of all communication is nonverbal. Visuals attract our attention, enhance our emotions, and affect our attitude.
- Our brain processes visuals 60,000 times faster than text.
- 40% of people respond better to images than text.
- 50% of our brain is active in visual processing.
Visual content drives engagement like crazy, and this is nothing but simple psychology.
It’s also about convenience for the reader. Most people scrolling through the Twitter or Facebook feeds while they ride the bus to work won’t want to read a long article about anything. But a simple image that they can take in and understand in seconds will entertain them, and make them a lot more likely to remember what they read.
That’s not to say everything has to be an image. Pictures can be interspersed throughout posts to keep the readers attention. These points are clearly explained in an article from Sendible.com:
Most people have a limited attention span. In an information age where data can quickly become overwhelming, people have to pick and choose among plenty of content options, all begging for their attention. This has resulted in many people skimming through content to extract what they’re looking for.
When there’s a long winded post with nothing but text, it can turn many visitors off because they simply don’t have time to read through it. However, incorporating images is a natural way to grab attention. It’s the perfect motivating force to encourage visitors to stick around and explore content in greater detail.
Although quality written text can be persuasive, some well-placed images can take it one step further. Creating breaks between text gives people time to stop and think about points and concepts. This is especially important when attempting to explain how a product works, an app, step-by-step directions, etc. The end result should be helping readers achieve a thorough understanding.
An image can be almost anything related to the post; a graph, infographic, meme, photo, etc. Just make sure it’s high quality, since low quality images are off-putting to readers.
Once you get the hang of understanding what consumers want, it becomes easier to craft your pieces exactly for your audience. Adding images that will attract your target demographic is sure to help boost interest in your blog posts and social media posts.