It’s time to re-engage your audience with powerful visual content

August 2019

We’ve all heard the phrase “A picture is worth 1,000 words”. And it’s true.

Right now, we live in a highly visual world - and always have really (think ancient hieroglyphs and petroglyphs!). Our brain loves visual stimuli and processes images 60,000 times faster than text. People can also recall 80% of what they see and do, compared to just 10% of what they hear and 20% of what they read. So, however you communicate with your audience, it’s a no-brainer that powerful visuals should be used to get across your key messages.

What do we mean by visuals?

  • Photography (mobile, professional, stock images)
  • Videos
  • Motion graphics/Animations
  • Infographics
  • Visualisations (charts and graphs)
  • Illustrations and icons
  • Visual maps
  • Gifs

Whether you are embedding new company values, sharing new insights, or trying to engage with stakeholders, a variety of strong visuals will work together to really drive your message home and make an impact.

How?

  • They stick. If you want to embed a message into the long-term memory of your audience, pairing a concept with a meaningful image or icon will improve recall.
  • They are processed quicker and improve understanding. Visuals have been found to improve learning by up to 400% and 90% of information transmitted to the brain is visual.
  • They evoke emotions. Our visual memory is encoded in the same part of the brain as where our emotions are processed, so it’s no wonder the two are easily linked.

Visuals used to communicate are an effective way to ensure all readers interpret your content with a similar meaning, conveying a clear and unified message – especially if your audience is a national one.

Using visuals to communicate to your audience should also answer their questions before they even need to ask and provide all the information they need to inspire action (e.g. read more about what’s going on in the organisation, book their place to the next event, join your network).  

A lot of the time our clients come to us with a brief to bring people together, whether that is their leadership team, the entire organisation, or members of a community or network. Together, alongside our Studio team, we work with our clients to create and develop inspirational campaigns that deliver, all through the power of impactful design and visuals.

Our top tips

  1. Capture your own people. When it comes to using and sharing photos and videos, it is always best to use a professional service that can capture the real faces of the organisation and the real environments that they work in. By doing this, your brand will succeed in establishing authenticity and integrity. Whether it is video footage from an event or photos from a workshop, this material can be repurposed for your social media channels, newsletters, websites or annual report - as long as the quality is high!
     
  2. Simplify and beautify your data. Consider your next annual report and all the wonderful data and statistics you want to share with the people involved with your organisation. Use infographics, motion graphics or diagrams to do the heavy lifting in explaining complicated financial statistics, for example, and enhance their understanding with attractive visual cues.
     
  3. Invest in video. Videography shouldn’t be seen as a ‘cost’, it’s an investment. Conveying your message through video makes your content more engaging, memorable and shareable. According to Insivia, viewers retain 95% of a message when they watch a video, compared to 10% when reading it in text. Hubspot also found that 72% of people would rather learn about a product or service by way of video – now apply that to educating your audience on a new organisation initiative or the benefits of joining your network.
     
  4. Don’t be lazy. This kind of links back to using photos of your own people and events. Create your own content and be original. Investing in a professional photographer, videographer, or graphic designer will ensure the content you are generating is different from the mass of stock images used online and can further establish your own unique brand image.
     
  5. Have a strategy. Fail to plan, plan to fail. Be consistent and on brand. If it helps, map out the story your visual content is telling and follow it through, ensuring each piece of content can scale across your different platforms (How does it look on Twitter? How will it appear on Facebook?).
     

So, you see - visual content is king. Apply a bit of strategy and it is your ticket to re-engaging and re-connecting with your audience.

Need help bringing to life your next campaign or project? Get in touch and find out how we can support you!