What’s the simplest way to connect with your audience?
If you’re thinking “visual content,” that’s spot on.
Consider that most people only remember 10% of information they hear after three days. But when a relevant visual is presented alongside the same information, people will remember 65% of it.
So if you can leverage visuals to the fullest, you have access to the most powerful forms of influence: visual influence.
Here are eight actionable ways to make your visuals go further:
1 | Add text to say more with your photos
While great visuals speak for themselves, adding text to photos allows you to say even more with the images you share online.
Choose striking visuals that will grab your audience’s attention to overlay with relevant text. That is, use showing and telling to convey your message more quickly and clearly.
Take this tweet for example:
— CrowdRiff (@CrowdRiff) December 28, 2016
Embedding Amrita’s quote into the image allows us to say more without cluttering up the tweet.
And this isn’t just restricted to social media. Visit Pensacola does an amazing job creating photo buttons for their navigation.
Tools like Pablo make it easy to combine stunning visuals with text to get the most from your visual content.
2 | Get creative with collages and photo grids
Collages and photo grids are an excellent way to showcase a variety of images on your website and social media pages. Presenting a range of visual content in one place offers your customers a more immersive visual experience of what your brand’s all about.
Visit Franklin does this well with a curated photo gallery on their home page.
Another opportunity to make visuals more effective on social media is to simply include multiple photos in a single tweet or Facebook post, like Destination Cleveland does here:
— DestinationCleveland (@TheCLE) January 4, 2017
Why include only one photo in your tweet, when you can include four?
3 | Combine calls to action with images
Now, you’ve probably made use of images as buttons, but how about the other way around? Why not put more of your visuals to work by embedding links in your photo grids and collages?
When you display lots of visual content, people tend to get inspired. Seize the moment by using your visual content to lead website visitors to take the next step.
For instance, DMOs can embed links to relevant local businesses, like Love Beverly Hills does in the photo gallery on their hotels page, so as people explore these photos and get inspired, they’re easily guided to take the next step.
4 | Include keywords in filenames and alt tags
Image filenames and alt tags are only visible behind-the-scenes, but they still impact the effectiveness of your visual content.
Include the name of your brand or organization, along with relevant keywords, in alt tags and filenames, and you’ll rank higher in search.
Paying attention to naming conventions for image and video files will help search engines identify and categorize your visuals more effectively. This is important for SEO and makes it easier for more consumers to discover your content online.
5 | Balance authentic and aspirational content
Pairing professional content with user-generated content (UGC) boosts the effectiveness of your visuals by 28%.
The secret to this success lies in the combination of authentic and aspirational visuals.
Showcase the professional photos you already commission next to the real, everyday shots from your fans on your website and social media channels. These aspirational visuals show potential customers what they could be experiencing, while curated UGC offers a look at the authentic experiences of your current fans.
This is the best way to build visual influence, which will help you inspire more people to take action.
6 | Don’t be afraid of video
Did you know that 92% of mobile consumers share video content with others?
Branded videos can help build relationships with viewers, encourage engagement, and score more social shares.
Tara Hunt shares her insights about video for travel organizations:
The influence of video content is still growing. In fact, Cisco projects that global consumer internet traffic from videos will account for 80% of all web traffic by 2019.
7 | Embed Pinterest “save” buttons in your photos
Adding Pinterest buttons to photos on your website helps spread your content across multiple platforms. Although it might not make sense for all your visuals, allowing visitors to pin images from, say, your blog is a great way to expand your reach.
The option to pin a picture can spark interest from website visitors that might not otherwise engage. These ‘Pin It’ buttons make it easy for anyone to save and share your content – and can even inspire would-be travelers to start a Pinterest board for your destination.
8 | Reuse visuals across different marketing channels to create a consistent online presence
Let’s say you have a really great photo from a recent event you hosted. So you share it to Instagram. But that same photo can also work on other social channels like Facebook or Twitter, and perhaps even on your website.
If you’re working with a user-generated photo, you can consider creating a gallery (like we mentioned in point 2) especially for showcasing authentic social photos for your website.
This is a gallery featured on the Children’s Museum of Indianapolis‘s website, for example.
Sharing your best visuals across multiple platforms not only extends the lifecycle of your content, but it also helps establish a consistent and recognizable brand presence.
A visual marketing platform (like CrowdRiff!) will simplify this process and make it easy to be consistent across all your marketing channels.
Now over to you
Don’t miss out on the full potential of your visual content! We hope these tips have been helpful going forward with your visual influence strategy.
Visual content can be so influential, and in the hands of a savvy visual marketer, infinitely powerful.