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Visual Content
Brand Engagement
Visual Storytelling
Visual Marketing
Brand Growth
ARTICLE #91
Table of contents
How to use visual content for better brand engagement?
Visual Content
Brand Engagement
Visual Storytelling
Visual Marketing
Brand Growth
Visual Content
Brand Engagement
Visual Storytelling
Visual Marketing
Brand Growth
Written by:
7 min read
Updated on: August 20, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Wading through streams of text can be draining—for both you and your audience. That’s why smart brands lean on visuals to cut through the clutter. Studies confirm our brains process images at lightning speed, making pictures, infographics, and videos the perfect vessels to communicate complex ideas more quickly than words can manage.
Even so, 43% of marketers say creating top-notch visual content poses a real challenge, thanks to copyright tangles, resizing headaches, or time-consuming reviews. If you’re new to visual content marketing—or just want sharper results—this guide is here to help you steer around the usual pitfalls and boost your brand engagement.
Wading through streams of text can be draining—for both you and your audience. That’s why smart brands lean on visuals to cut through the clutter. Studies confirm our brains process images at lightning speed, making pictures, infographics, and videos the perfect vessels to communicate complex ideas more quickly than words can manage.
Even so, 43% of marketers say creating top-notch visual content poses a real challenge, thanks to copyright tangles, resizing headaches, or time-consuming reviews. If you’re new to visual content marketing—or just want sharper results—this guide is here to help you steer around the usual pitfalls and boost your brand engagement.
What is visual content marketing?
What is visual content marketing?
Visual content marketing involves using images, infographics, videos, or GIFs in a strategic way, aiming to engage your audience and share brand stories. It’s about moving beyond text-based messaging to something that’s memorable and more likely to stick.
People retain about 65% of what they read when it’s accompanied by relevant imagery. Meanwhile, Twitter posts with images get 18% more clicks, 89% more favourites, and 150% more retweets—hardly trivial gains. Visual content can also boost how people behave with your brand, encouraging actions such as reading more, subscribing, or even making a purchase.
Visual content marketing involves using images, infographics, videos, or GIFs in a strategic way, aiming to engage your audience and share brand stories. It’s about moving beyond text-based messaging to something that’s memorable and more likely to stick.
People retain about 65% of what they read when it’s accompanied by relevant imagery. Meanwhile, Twitter posts with images get 18% more clicks, 89% more favourites, and 150% more retweets—hardly trivial gains. Visual content can also boost how people behave with your brand, encouraging actions such as reading more, subscribing, or even making a purchase.
Why is visual content marketing important?
Human brains are wired for visuals. Whether there are cave paintings, hieroglyphs, or modern emojis, we all convey meaning and emotion through visual storytelling. Though it isn't easy to create visual content if you don't have an in-house designer, the payoff is more than worth it. With great imagery, you can make your content aesthetic and eye-catching and drive more sales.
Increases brand awareness
Brand-themed visuals can help your name travel far and wide. Right now, video marketing leads the pack, with around 95% of marketers saying it has boosted brand recognition. By planning your images or videos thoughtfully, you can pop up in front of fresh eyes and potential customers.
Boosts engagement
Nobody wants to trudge through a wall of text. Visuals wake up your audience, encouraging likes, comments, or shares. Posts that feature images are said to have a 650% higher engagement rate than text-only posts—dramatic enough to warrant another look at your content plan.
Enhances information retention
Viewers tend to remember a small percentage of what they read unless an image accompanies the text. Pictures, videos, or infographics strengthen recall, making it more likely people will share or refer back to your material later.
Higher conversion rates
A well-crafted visual can grab attention and usher people to “buy now” or “sign up.” Roughly 67% of consumers note high-quality product images greatly influence their purchase decisions. Adding on-brand imagery might just tip the scale in your favour.
Human brains are wired for visuals. Whether there are cave paintings, hieroglyphs, or modern emojis, we all convey meaning and emotion through visual storytelling. Though it isn't easy to create visual content if you don't have an in-house designer, the payoff is more than worth it. With great imagery, you can make your content aesthetic and eye-catching and drive more sales.
Increases brand awareness
Brand-themed visuals can help your name travel far and wide. Right now, video marketing leads the pack, with around 95% of marketers saying it has boosted brand recognition. By planning your images or videos thoughtfully, you can pop up in front of fresh eyes and potential customers.
Boosts engagement
Nobody wants to trudge through a wall of text. Visuals wake up your audience, encouraging likes, comments, or shares. Posts that feature images are said to have a 650% higher engagement rate than text-only posts—dramatic enough to warrant another look at your content plan.
Enhances information retention
Viewers tend to remember a small percentage of what they read unless an image accompanies the text. Pictures, videos, or infographics strengthen recall, making it more likely people will share or refer back to your material later.
Higher conversion rates
A well-crafted visual can grab attention and usher people to “buy now” or “sign up.” Roughly 67% of consumers note high-quality product images greatly influence their purchase decisions. Adding on-brand imagery might just tip the scale in your favour.
Types of visual content that captivate and convert
The key to a successful visual content marketing strategy is to ensure the right balance. Some types of visuals might work best for certain audiences or platforms while not for others. So, the task is to determine which is best for the story you want to tell. Here are some of the most commonly used types of visual content.
Infographics
Infographics transform complex facts or data into digestible visuals. They can be up to 30 times more likely to attract views than plain text. If you aim to make an impact, focus on eye-catching design, a minimal colour palette, and credible data sources.
Images
Breaking up blocks of text with relevant photos or illustrations can dramatically improve read-through rates. Original photos can bring warmth and authenticity. If snapping your own shots isn’t feasible, stock-image platforms like Canva or Flickr offer a decent starting point—but ensure the visuals still fit your brand’s style.
Videos
Videos are excellent for showing problems and solutions, product demos, or quick explainers. 92% of marketers admit adding video on a landing page increased conversions by 86%. If you’ve got helpful material that begs for a visual walkthrough, consider short animated clips, testimonials, or how-to segments.
Screenshots
Screenshots might seem plain, but they can validate claims and highlight features. If you want to demonstrate software functionality or show real metrics, a simple screenshot can add transparency and bolster trust.
Memes
Memes merge images with humorous captions to spark an instant response—laughter, agreement, or a quick share. They’re not always right for every brand, but if your audience likes playful, casual humour, memes can generate a surprising amount of traction.
Slideshows
Slide decks or presentations let you summarise multiple ideas or steps into easy-to-swipe slides. They’re effective for quick tutorials or recapping key points from a blog post. Aim for consistent borders, fonts, and colours to reinforce branding.
The key to a successful visual content marketing strategy is to ensure the right balance. Some types of visuals might work best for certain audiences or platforms while not for others. So, the task is to determine which is best for the story you want to tell. Here are some of the most commonly used types of visual content.
Infographics
Infographics transform complex facts or data into digestible visuals. They can be up to 30 times more likely to attract views than plain text. If you aim to make an impact, focus on eye-catching design, a minimal colour palette, and credible data sources.
Images
Breaking up blocks of text with relevant photos or illustrations can dramatically improve read-through rates. Original photos can bring warmth and authenticity. If snapping your own shots isn’t feasible, stock-image platforms like Canva or Flickr offer a decent starting point—but ensure the visuals still fit your brand’s style.
Videos
Videos are excellent for showing problems and solutions, product demos, or quick explainers. 92% of marketers admit adding video on a landing page increased conversions by 86%. If you’ve got helpful material that begs for a visual walkthrough, consider short animated clips, testimonials, or how-to segments.
Screenshots
Screenshots might seem plain, but they can validate claims and highlight features. If you want to demonstrate software functionality or show real metrics, a simple screenshot can add transparency and bolster trust.
Memes
Memes merge images with humorous captions to spark an instant response—laughter, agreement, or a quick share. They’re not always right for every brand, but if your audience likes playful, casual humour, memes can generate a surprising amount of traction.
Slideshows
Slide decks or presentations let you summarise multiple ideas or steps into easy-to-swipe slides. They’re effective for quick tutorials or recapping key points from a blog post. Aim for consistent borders, fonts, and colours to reinforce branding.
How to develop a visual content marketing strategy?
As you now know the importance and types of visual content, you can also learn how to create a visual content marketing strategy to grow your brand. Visuals help you build authority, drive more traffic and get you more customers. But all this success is possible if you use the right visuals with the right purpose at the right time. Without the proper strategy, your visuals won't be able to bring optimal results.
1. Identify your audience and channels
Who exactly are you targeting, and where do they hang out? Determining these factors helps shape the kind of visuals you should create. Decide if you’ll focus on your owned channels (brand website, social media profiles), earned channels (major publications, influencers), or paid placements.
2. Build the right team
High-quality visuals typically need a mix of design skills, marketing savvy, and sometimes specialist knowledge (like SEO). If you can’t do everything in-house, consider a creative agency or a network of freelancers. Projects often run more smoothly when design tasks are assigned to professionals.
3. Think like a storyteller
People remember stories far longer than a list of bullet points. Even a basic plot—introducing a challenge and how your product or brand solves it—can hook viewers. Nike, for instance, often uses emotional athlete stories to motivate the public while reinforcing its brand message.
4. Stay consistent on brand
From logos and colour palettes to the overall tone, consistent identity strengthens recognition. Whether you’re distributing on Instagram, your website, or a newsletter, your signature visuals should remain cohesive.
5. Source images without breaching copyright laws
Use stock images with clear usage rights, or create original pieces. If you’re working with artists or photographers, draft a contract covering ownership details. You don’t want to hit legal roadblocks down the line.
6. Work smarter, not harder
Content creation can get taxing. If you’re strapped for time, repurpose an existing article into an infographic, or clip a webinar for a short teaser video. Automate recurring tasks (like scheduling posts) so you can focus on the creative side.
7. Distribute your content
Add alt-text for visually impaired users, including transcripts for videos, and pay attention to colour contrast. This helps you resonate with more people—plus, it’s often good for SEO.
8. Measure your ROI
Views and page visits are nice, but also check metrics such as conversions, sign-ups, and real interactions (comments, direct messages, or other social signals). Understanding which content triggers genuine interest helps you refine future campaigns.
As you now know the importance and types of visual content, you can also learn how to create a visual content marketing strategy to grow your brand. Visuals help you build authority, drive more traffic and get you more customers. But all this success is possible if you use the right visuals with the right purpose at the right time. Without the proper strategy, your visuals won't be able to bring optimal results.
1. Identify your audience and channels
Who exactly are you targeting, and where do they hang out? Determining these factors helps shape the kind of visuals you should create. Decide if you’ll focus on your owned channels (brand website, social media profiles), earned channels (major publications, influencers), or paid placements.
2. Build the right team
High-quality visuals typically need a mix of design skills, marketing savvy, and sometimes specialist knowledge (like SEO). If you can’t do everything in-house, consider a creative agency or a network of freelancers. Projects often run more smoothly when design tasks are assigned to professionals.
3. Think like a storyteller
People remember stories far longer than a list of bullet points. Even a basic plot—introducing a challenge and how your product or brand solves it—can hook viewers. Nike, for instance, often uses emotional athlete stories to motivate the public while reinforcing its brand message.
4. Stay consistent on brand
From logos and colour palettes to the overall tone, consistent identity strengthens recognition. Whether you’re distributing on Instagram, your website, or a newsletter, your signature visuals should remain cohesive.
5. Source images without breaching copyright laws
Use stock images with clear usage rights, or create original pieces. If you’re working with artists or photographers, draft a contract covering ownership details. You don’t want to hit legal roadblocks down the line.
6. Work smarter, not harder
Content creation can get taxing. If you’re strapped for time, repurpose an existing article into an infographic, or clip a webinar for a short teaser video. Automate recurring tasks (like scheduling posts) so you can focus on the creative side.
7. Distribute your content
Add alt-text for visually impaired users, including transcripts for videos, and pay attention to colour contrast. This helps you resonate with more people—plus, it’s often good for SEO.
8. Measure your ROI
Views and page visits are nice, but also check metrics such as conversions, sign-ups, and real interactions (comments, direct messages, or other social signals). Understanding which content triggers genuine interest helps you refine future campaigns.
Visual content marketing examples
Now that you are aware of visual content marketing, its types, and how to make it successful, check out these real-world examples to gain valuable insights for your content marketing initiatives.
McDonald’s
McDonald’s once rolled out an anime-inspired campaign, tapping into the fandom of Bleach and Naruto. By combining bright designs and nostalgic references, they captured a subculture’s curiosity. Enthusiasts shared memes, cosplay photos, and more, amplifying the brand across social platforms.
Nike
Nike’s “Dream Crazy” campaign featuring Colin Kaepernick leveraged emotional visuals of athletes conquering odds. Black-and-white imagery added gravity, and the message resonated globally. The result was a significant uptick in social chatter and online sales.
Spotify
Spotify’s year-end Wrapped campaign transforms user data into colourful summaries of favourite tunes, genres, and listening minutes. It’s bold, personal, and easily shareable—turning raw stats into a community-wide celebration every December.
Now that you are aware of visual content marketing, its types, and how to make it successful, check out these real-world examples to gain valuable insights for your content marketing initiatives.
McDonald’s
McDonald’s once rolled out an anime-inspired campaign, tapping into the fandom of Bleach and Naruto. By combining bright designs and nostalgic references, they captured a subculture’s curiosity. Enthusiasts shared memes, cosplay photos, and more, amplifying the brand across social platforms.
Nike
Nike’s “Dream Crazy” campaign featuring Colin Kaepernick leveraged emotional visuals of athletes conquering odds. Black-and-white imagery added gravity, and the message resonated globally. The result was a significant uptick in social chatter and online sales.
Spotify
Spotify’s year-end Wrapped campaign transforms user data into colourful summaries of favourite tunes, genres, and listening minutes. It’s bold, personal, and easily shareable—turning raw stats into a community-wide celebration every December.
Frequently Asked Questions
What are key visuals in marketing?
They are central images or designs used throughout marketing materials, such as posters and ads. Key visuals often represent the main theme or message of a campaign.
What are the principles of visual marketing?
Several design rules come into play: alignment, contrast, repetition, balance, and white space, among others. They guide how an ad or graphic is structured so it feels coherent and visually appealing.
What is the best use of branded content?
Branded content should resonate with your target market’s emotions or needs. It usually goes beyond pushing sales and taps into storytelling or shared values—leading to higher audience retention.
Final Thoughts
Visual content can take your brand engagement to new heights, whether you’re aiming for more views, clicks, or conversions. Yes, producing polished images and videos can be challenging, but the results speak for themselves: better recall, deeper emotional connections, and often a welcome boost to your bottom line. By assembling the right team, staying consistent with brand identity, and paying attention to what your audience truly values, you’ll transform each image or video from a “nice to have” into a genuine asset. Keep an eye on your metrics, continue refining, and you’ll see your investment pay off in both reach and reputation.
Frequently Asked Questions
What are key visuals in marketing?
They are central images or designs used throughout marketing materials, such as posters and ads. Key visuals often represent the main theme or message of a campaign.
What are the principles of visual marketing?
Several design rules come into play: alignment, contrast, repetition, balance, and white space, among others. They guide how an ad or graphic is structured so it feels coherent and visually appealing.
What is the best use of branded content?
Branded content should resonate with your target market’s emotions or needs. It usually goes beyond pushing sales and taps into storytelling or shared values—leading to higher audience retention.
Final Thoughts
Visual content can take your brand engagement to new heights, whether you’re aiming for more views, clicks, or conversions. Yes, producing polished images and videos can be challenging, but the results speak for themselves: better recall, deeper emotional connections, and often a welcome boost to your bottom line. By assembling the right team, staying consistent with brand identity, and paying attention to what your audience truly values, you’ll transform each image or video from a “nice to have” into a genuine asset. Keep an eye on your metrics, continue refining, and you’ll see your investment pay off in both reach and reputation.
Frequently Asked Questions
What are key visuals in marketing?
They are central images or designs used throughout marketing materials, such as posters and ads. Key visuals often represent the main theme or message of a campaign.
What are the principles of visual marketing?
Several design rules come into play: alignment, contrast, repetition, balance, and white space, among others. They guide how an ad or graphic is structured so it feels coherent and visually appealing.
What is the best use of branded content?
Branded content should resonate with your target market’s emotions or needs. It usually goes beyond pushing sales and taps into storytelling or shared values—leading to higher audience retention.
Final Thoughts
Visual content can take your brand engagement to new heights, whether you’re aiming for more views, clicks, or conversions. Yes, producing polished images and videos can be challenging, but the results speak for themselves: better recall, deeper emotional connections, and often a welcome boost to your bottom line. By assembling the right team, staying consistent with brand identity, and paying attention to what your audience truly values, you’ll transform each image or video from a “nice to have” into a genuine asset. Keep an eye on your metrics, continue refining, and you’ll see your investment pay off in both reach and reputation.
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Click to copy
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