Visual content – why it matters for 2019 (part 1)

In the first part of our Visual Content series we will focus on how images can improve your marketing strategy, and why you should take note of it going into 2019.

The statistics:

  1. Organic Facebook engagement is highest on posts with videos (13.9%) and photos (13.7%). Compared to less than 1% for non-visual based. (Source)
  2. Facebook posts with images see 2.3X more engagement than those without images. (Source)
  3. BuzzSumo found that articles (over 1 million analysed) with an image once every 75-100 words received double the social media shares as articles with fewer images. (Source)
  4. Tweets with images receive 150% more retweets than tweets without images. (Source)
  5. People following directions with text and illustrations do 323% better than people following directions without illustrations. (Source)

You can also save this handy infographic that sums up the above:

Why it matters?

In a world where organic reach across all social platforms is consistently dropping (Source) even reaching your own audience has become difficult. Being able to maximise your organic reach will save you thousands of rands instead of spending it on ads (or boosts) to reach the audience that you have already worked hard to get to. Being able to spend that money on reaching new audiences and growing your base is a much better strategy. By knowing how consumers react to different content that you put out there, you and your business can begin to take advantage of these numbers to ensure that your brand succeeds in both content and social marketing.

How to take advantage of it:

The simple answer is to include images in your posts, but it is not that easy. You need to think about the reaction that the image and the accompanying text will have.

What is the goal that you wish to achieve with the specific image and post? Is it for entertainment, or education? Are you looking for shares?

By planning ahead it becomes easier to plan specific posts that will improve your longer term goals and strategies. Remember SMARTER marketing from this post? Know what your goals are, and how each post will contribute to achieving that overall goal.

In part 2, we will look at how a video strategy can improve your overall marketing strategy.