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Rebekah Radice's Blog

How to Create Visual Content Your Audience Will Love

By Rebekah Radice

8 min read

Frustrated trying to grab the attention of your online audience? Looking for a better way to boost awareness and improve brand recognition? You need to incorporate visual marketing!

Designing a seamless visual strategy establishes brand consistency and consistency breeds trust. It also allows you to stand out online. And in a sea of social media noise, standing out is critical.

So what do smart marketers know about visual content that you can borrow from? Hint: visual marketing is the secret sauce to social media success. Below are four ways to use visual content to expand your reach and improve social media results!

Harnessing the power of images

Images are powerful. They're easy to scan, but also easy to share. In fact, not only do we love to share graphics, but we share them in droves! A survey by MDG Advertising revealed that content including an eye-catching image received 94% more total views than one without. WOW!

Talk about an engagement changer! Now couple that with the speed at which our brains consume visual content and it’s easy to see why a picture is the preferred content type.

But not all images are created equal. It's important to take a step back and consider how visual marketing will best represent your brand. While it goes without saying that your graphics should be visually appealing, they also need to create a visual connector between your offline and online marketing.

So how can you generate graphics that draw mass appeal, drive traffic to your website, and boost conversation around your company?

1. Branded quotes

Combining visual and text components, quotes extend your brand story. Whether it’s a quote from your latest presentation or article, keep your quotes concise, visually appealing and emotionally inspiring.

In other words, let your quotes tell a powerful and compelling story about your business. The beauty behind branded quotes? Unlike text-based posts, quotes don’t require a lot of time to read, and a short glance is all you need to like, comment or share.

How to use quotes in your business

  • No matter if you use quotes on Facebook, Twitter or Pinterest—ensure that your color palette, font and graphics match your company look and feel.
  • Know the goal of every quote you post. Is it simply for entertainment, elevating thought leadership or driving followers into your latest op-in offer?
  • Find a style that works for your brand and each social network. What's receiving the most traction and interaction? Now duplicate that over and over.
  • Create an easy to use template in Canva that allows you or anyone on your team to drop in text without the need to reinvent the wheel each time.
  • Look to companies with an established visual presence for inspiration. Rob Russo with Bold Brand Fast is one to check out for a consistent brand image and message. You can see his latest tweet or Instagram post and instantly recognize the brand.

2. Infographics: data, charts and graphs

No matter the industry, using data to support your content will promote credibility and authority. Use charts, graphs and important data within your Infographics to better drive home a particular point.

Did your company recently conduct a survey or case study? What did you find that would be of interest to your target market? Consider what problems you solve and how your company supports potential clients.

Share your data in a way that encourages interaction, but also explains the why behind what you do. Let it create a deeper narrative and build a bridge between your company and consumers eager to connect.

Neil Patel with QuickSprout is a perfect example of how great Infographics should look. Each one is data and content rich.

graphic of man and a woman looking at a screen

3. Conversation starters

Questions, thoughts and calls to action are a great ways to use text within visuals. Think about the last time you perused your Facebook newsfeed.

What caught your eye and made you stop, read and react? More than likely, it was something provocative. Whether it’s a question or response to a hot issue, giving your fans and followers something to respond to can create a frenzy of conversation.

It’s no longer the company that simply posts a graphic that gains attention, but rather the one that inspires thoughtful interaction. Here are a few ideas to get your creative juices flowing:

  • Offer an answer to a frequently asked question
  • Ask a silly or off the cuff question that can easily be answered
  • Give your response to a current issue
  • Demonstrate a unique way others are using your product
  • Share a story that makes your company/product/service relatable
  • Talk about what inspires you, including your hobbies and favorite pastime

Peg Fitzpatrick does this without fail on all of her social channels, but I find her use of inspiring thoughts on Instagram especially compelling.

Goal!! Do less with more focus. #repost from @essaulsanchez

A photo posted by Social Media Author ? (@pegfitzpatrick) on Jul 21, 2015 at 6:36am PDT

4. Creative videos

Video content is nothing new within business marketing. But that doesn't mean it’s not an undiscovered country for many businesses. Whether it’s the fear of video or the misunderstanding of its use, I find many businesses still wonder how to best implement it.

So how can you get started?

  1. Make your video informative with a healthy blend of information, entertainment and appeal.
  2. Choose a relevant topic
  3. Write effective scripts
  4. Understand how to capture the attention of and information from your viewers
  5. Know where to post, how to post and how often to post
  6. Find the right set up—camera, lighting and additional equipment you will need to get startedI love to look around for inspiration and Oreo is one of my favorite brands using video across social media. They clearly understand their audience and have nailed their message.

For the snacker who keeps it simple. #FlavorLove

Posted by Oreo on Tuesday, June 23, 2015

Given the gravitation towards visual content, it’s no surprise that video is a wildly popular medium. You can see it in the lightning speed that live-streaming apps like Periscope and Meerkat have caught fire. Whether you're creating a YouTube video or live-streaming, get your process in place and understand the why behind it before you jump into the fray. Just like anything else...

Tactics without strategy is the noise before defeat. - Sun Tzu

Important facts you should know about video:

  • Videos increase consumer awareness around your product by 74%
  • 1/3 of online activity is spent watching video
  • 100 million people watch a video online every single day
  • 75% of viewers visit a company website after watching their video

Based on those statistics, doesn’t integrating video into your marketing efforts just make sense? I think so!

Final thoughts

Consumers are visual creatures and text is no longer enough to engage an audience. Expanding your reach through visual content is possible and extremely likely.

Think outside your typical tweet or post and ask yourself how you can use visuals to better connect with your audience? Don’t miss the opportunity to tell your story and share the magic that’s within your brand.

Rebekah Radice

About Rebekah Radice

Rebekah Radice, co-founder of BRIL.LA, has traded narcissism for purpose. When not driving growth, you'll find her tricking family into thinking she's Emeril Lagasse - likely covered in marinara. The spotlight was fun, but impact is better. These days she's using 20+ years of brand brilliance for good.