Visual media marketing is more important now than ever before.
Video posts attract 1200% more social shares than text and images combined, while content with a relevant photo gets 94% more traffic than posts without photos. It’s a trend every business can capitalize on, requiring little more than a smartphone and some creative direction.
It might be easy to shoot visual content, but the importance of strategizing your video marketing and aligning it with your brand cannot be overstated. The majority of consumers (62% in fact) judge boutique brands by the quality of video and photo content they publish; lacklustre or poor quality content just won’t cut it. So, how do you create a winning visual media strategy?
Develop a visual brand
A consistent brand is essential for encouraging loyalty, cultivating trust and attracting new customers. Your brand strategy should extend beyond written content and logo design to encompass all your visual assets.
A well-defined creative direction is instantly recognizable on any channel. Consider the iconic ice cream brand Ben & Jerry’s. Its black and white cow under a blue sky is as identifiable as the logo itself, and often features on channels such as SnapChat and Facebook without the need for additional branding alongside it.
Consider your audience
Platforms like Facebook and YouTube attract a broad range of age groups, while Snapchat, Instagram and Vine are very firmly millennial-orientated. Your video and image assets should be tailored to the platforms you’re publishing on and designed to catch the attention of a targeted audience.
Cadbury is currently running a fantastic example of a focused strategy. Its Snapchat campaign encourages consumers to use the app’s editing suite to create innovative pictures featuring a Cadburys Timeout bar. This strategy is aimed at a younger audience − the demographic that regularly shares content on Snapchat and has the inclination and ability to edit images. It’s a great interactive campaign, and it’s generating interest all over the globe.
Make a connection
Humans are hardwired to respond to images. After all, we’ve been using them to communicate far longer than we’ve been reliant on words. The result? It’s easier to evoke an emotional response with video and photo assets than it is with smart copy and catchy slogans.
Understanding your audience is key to establishing that connection. Consider the demographic you are targeting, the need your products fulfil and the emotions that will elicit a response. Facial cues, colour schemes and imagery are all significant factors that can have a huge impact on engagement.
Identify your goals
By 2018, 84% of business communications are expected to be visual; which means any imagery you produce, whether it’s for print or digital channels, must be designed to complement and advance your long-term business objectives.
Identify the purpose of your photo and video content before your shoot. Consider the demographic you are targeting and the type of content your audience expects from your business. Defining your goals and establishing a creative direction that meets those objectives is essential for protecting your brand and ensures your visual content generates high returns and maximum engagement.