As discussed in all digital marketing strategy articles, companies increasingly rely on the production of visual content. But the important thing is to invest in the right content.
What is the future for visual content in digital marketing?
Once again “Content is king. “, but only when it is thought out correctly. You have to ask yourself these questions: what will it do for me? to whom it is addressed? It takes strategy and analysis to gradually increase your results.
The way in which platforms like Facebook, Pinterest or Youtube use visual content (videos, images or even animated visuals) shows us quite clearly where content marketing is heading. In addition, these platforms have incredibly rich data because their algorithms are based on their users, so they are able to know very precisely how much time their users spend on a visual, from how many seconds they leave a video, etc.
A very comprehensive article was published this year by HubSpot listing statistics for visual content in marketing. This article teaches us in particular that:
- Quality visuals increase the chances of your content to be read by 80%.
- 46% of marketers say that qualitative images are a key aspect in their marketing strategy while39% believe that more of the budget should be allocated to the creation of qualitative visual content.
- Over 50% of marketers around the world consider videos to be the content with the highest ROI.
- Infographics are the most liked and shared content on social networks (more than 3 times more than other content).
Find the best type of visual for your goals:
Already know how important visuals are to your marketing strategy but don’t know where to start?
· Pictures
Images are the first visual content to arrive on the web, they make it possible to attract your visitors (for example by encouraging them to click on a product, an article, etc.) but also to keep your visitors longer on your page, if your visual is appropriate.
Images also allow you to create consistency and a graphic identity for your company through your different channels, so that your brand will be able to assimilate and recognize easily.
However, if you don’t have ideas for your images sometimes, take and analyse the key statistics from your previous activities, you may be able to find new ideas based on your past successes.
· Infographics
Computer graphics are the perfect example of content that aims to make one or more information (s) understand through the image. An infographic is often defined as a visual and orderly presentation on a complex subject that the infographic aims to simplify it.
Infographic is highly valued content. Eye-tracking studies have shown that if the images are relevant enough, Internet users spend more time looking at them rather than reading the texts that accompany them. This is partly why infographics are so successful on social media in terms of engagement.
If you have technical data that is sometimes complicated to explain in words, creating one or more infographics may be the solution for you.
· Video content
Videos can accomplish many goals: improve your brand image, explain a concept or a product, highlight the experiences of your users, and educate your prospects.
As we all know, video creation requires a greater investment either from teams or from an external provider, but investment and return are proportional, video content will ensure better returns, 68% of B2B marketers consider that video content is the most effective channel in their web marketing strategy.
· Interactive visual content
Besides video and image content, there are interactive content created to engage your community: quizzes, surveys, webinars.
These contents are more and more common and much appreciated, they allow your prospects to discover another aspect of your business and to highlight its personality. And prospects can express themselves, participate and give their opinion. Moreover, it allows getting data quite easily.
Social Media Creative Budgets
· High Budget ($30,000+)
With visual content increasing in popularity throughout the years, it’s no surprise that more and more dedicated video production teams to appear. They have professional equipment and studios, provide creative ideas, and use professional methods to put ideas into practice. Of course, the output of such high-quality videos will require more expenditure. And in the future, such teams and video needs will only increase.
And the advantages of video marketing are now known by almost all brands, which means that this is about to become a market in short supply. You may have money, but video production teams do not have enough time to pick up all the orders. Thus, the challenge is clear: the competitive pressure is increasing.
However, there is anpther question that also deserves attention. As budgets rise, expectations also rise, which means more views, clicks, conversions, etc. It’s a lot of pressure too.
· Medium Budget ($5,000 to $30,000)
For some brands, they have a certain marketing budget, and they prefer to control the content of the product in the hands of their team, so they will cultivate their own video production team, the team configuration is basically a video planner, a filming staff, and a video editing staff. In this case, good shooting equipment, props and place are also essential, which is a big expense.
The benefits of working in your own team are also obvious. As you move through the process of creating your content, you will acquire a higher level of creative knowledge, having the ability to make exactly what you want, no unnecessary communication costs.
· Low Budget ($0 to $5,000)
The reality is that in the market, small brands account for the vast majority. They survive in the marketing of big brands and are eager to gain a little market share. In this case, the marketing budget of these small brand is very limited, even at the beginning, no budget.
However, this doesn’t mean they can’t do video marketing. Nowadays, everyone has a mobile phone, and there are many mobile apps that can be used to produce good quality videos within a limited budget, for example FilmoraGo. This iOS video editor (there is also an Android version) offers all basic video editing features, like split, trim, copy, add text, adjust speed and PIP, but what makes it unique are some special features, AR Camera, Double Take, thousands of royalty-free songs, and multiple stickers, transitions, and filters. If you have interest, just have a try, there is a three-day free trial on FilmoraGo for iPhone.
Conclusion
Social imagination can be made on any spending plan, different budgets can achieve different results, which is the only way for brand development. You can start marketing with small budget, but remember, as you discover achievement, spend more money to expand on that energy.