HUMANS ARE CHANGING. HOW THIS IS AFFECTING YOUR BRANDING.
Humans are changing. We have become a visually-oriented audience. We are easily distracted. Short attention-spanned. And statistics have proven that the average person is distracted in 8 seconds, with cases reaching as low as a mere 2.8 seconds. At the speed that online content is released, 81% of readers will skim an article reading only 20–28% of the information.
So what does that mean for your brand? It means that in order to maintain a notable online presence, your brand must incorporate some form of visual content. Content that triggers emotion, grabs attention, and keeps it beyond the 8 second average. (You’re probably already distracted)
The average person will form a first time impression within 50 milliseconds, signifying the limited time frame you possess to gain a visitor’s attention. Tick Tock, tick tock … You snooze, you lose.
Many companies, such as well-known AJ+ and Tastemade videos, have adopted this notion with their daily influx of online visual material. AJ+ posts a new video to Facebook and Twitter every 3 hours. They also post other visual content including info-graphics and quick shareable statistics. You are not required to release as many videos during the day. However, the content that you decide to post must include a balanced amount of visuals and text. This will increase the likelihood of your content being clicked on by 300%. People are 85% more likely to buy your product after watching a video. Example video content include: reviews, professional insight into your product, or how-to-use videos. The options to online visual content are endless. This ultimately leads to a notable increase in sales.
A SUSTAINABLE BRAND MUST MASTER THE ABILITY TO COMBINE BOTH VISUALS AND TEXT IN ANY GIVEN ONLINE CONTENT. YOUR VISUALS WILL HELP YOUR AUDIENCE PROCESS, UNDERSTAND, AND RETAIN MORE INFORMATION MORE QUICKLY.
A very easy and fast tool that I highly recommend using to generate visual content is Canva. Canva does not require any Photoshop or Illustrator experience. It comes with built-in backgrounds, fonts, and layout options to make assembling visual content very quickly and stress-free.
Run these tests yourself. Create visual material, monitor your traffic/engagement rates, and track your insights on social media. Only you will be able to decide what works best with your brand and audience.