Visual content = higher engagement

Visual content provides marketers and PR professionals with the opportunity to communicate ideas in a much richer way. It’s easier for our brains to process visual information, and it changes the way people talk about and share information about a brand online.

In an increasingly noisy digital and media landscape, we’re using visual content more to stand out across various marketing disciplines – from social media and public relations, to content strategy and even static collateral materials such as annual reports.

blog post imageWhen MTV posted a group of images on Facebook, for example, the result was 13x more engagement and sharing and reached 6x more fans.

According to Facebook, FB posts that include a photo album, picture or video generate about 180%, 120% and 100% more engagement, respectively. That’s a meaningful increase!

In addition, Matter Communications conducted a study and found that the best visual engagement content for social media is:  picture/image (44.5%), video (33.2%) and infographic (19%).  Below is the infographic Matter published to convey the study results.

epic pr, visual marketing

Good visuals increase engagement

So what does all of this mean?

  • Visual marketing is the current breakout trend.
  • 44% are more likely to engage with brands if they post pictures. (Source: ROI Research)
  • Pictures have also become a short form way of communicating lots of information quickly and succinctly.
  • Brands are moving away from the written word to more visual content.

The next time you’re planning a campaign or outreach program, think about relevant and interesting visuals that you can incorporate to catapult your engagement levels. – Maria Loscerbo



Filed under Public Relations General

2 responses to “Visual content = higher engagement

  1. helenlawson2012

    Reblogged this on social resolution and commented:
    This is certainly a trend we’re seeing here – the more content we test on our social channels the greater clarity we get: visual content gets well over double the engagement than simply text alone. Looking forward to a few more months of testing before having our own stats on this.

  2. mikeannarella

    I do agree that using visuals to communicate is widely popular in PR today, and it does have many advantages. Especially with social networking and the internet as popular as they’re today, it makes sense that visuals engage a reader effectively. I think that visuals can convey a message or information to an audience in a way that text cannot. Visuals can show us the features and benefits of something that can better resonate with people as opposed to just just reading them.

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