November 13, 2013 | Posted in:Social Media Engagement
If you want to effectively deliver your message today… you need to understand the importance of Visuals in Social Communications!
“Did you know humans process images 60,000 times faster than text? Or that people remember only 20% of what they read alone, compared to 80% which they see!”(Clementi)
Well don’t feel bad because this was news to me too and then I started to do a little more research into the matter to see just exactly what was going on.
As it turns out, we as human beings are visually wired for survival. The need to see what is happening around us served to keep us fed and to keep us alive and any one working in Social Media today knows that things really haven’t changed all that much when it comes to giving your audience what they want.
We all remember writing those epic blog posts of a thousand words or sometimes more, to then be abbreviated by our Facebook posts and shortened once more to our Tweets, now at 140 characters and still people just don’t respond nearly as well as they do to Rich Media. So let’s take a look at the importance of visuals in social communication.
- Facebook, photos are ‘Liked’ more than twice as often as text updates, and some 700 videos are shared on Twitter each and every minute.
- 700 Youtube videos are uploaded and shared every minute.
- 60% of consumers are more likely to consider or contact a business whose images appear in local search results.
- 37% increase in engagement is experienced when Facebook posts include photographs.
- Pinterest generates the 4th largest amount of web traffic worldwide.
- Engagement on Instagram is 10 times greater than on other social media platforms. (Clementi)
That fact is, “a picture is worth more than a 1000 words“. People respond, connect and retain far better when given the choice between text and visual. I would much rather watch a visually compelling documentary than have to read about the topic – for the longest time I thought I was just lazy, turns out – I’m supposed to process information better this way. What a relief. I do spend more time imagining myself with a Brand’s product and how I would use it when I see a picture or video of it. Visualizing leads me to imagining, which turns into feeling or developing an emotion towards everything that image or video had initiated.
Truth be told, I do enjoy that same process when reading a good book but we are talking about Social Media Marketing in this case and so we need to understand that delivering our message as Marketers to our audience needs to be delivered in the quickest and most effective manner that our audience is going to positively respond to. As our devices advance, our interactions with them seem to cause us to act more instinctively as opposed to cognitively. The science behind Social Media Marketing is advancing at a rapid pace and the predictability of the consumer is increasingly becoming more and more refined. Visual Communication and Rich Media taps all of us at our most instinctive core and so if you want to really move your audience, my advice to you is, “Get Visual!”
1. Clementi, Justine. “The Importance of Visual Communication.” Red PR Public Relations The Importance of Visual Communication Comments. Redpr.com.au, 2013. Web. 13 Nov. 2013.
2. Moritz, Donna Moritz. The Shift to Visual Social Media – 6 Tips for Business [Infographic]. Digital image. Socially Sorted. Http://sociallysorted.com.au, 15 Dec. 2012. Web. 13 Nov. 2013.