Images improve the chances of connecting your customers with your content. If you catch their eye, you can earn a click.
However, images can do much more than just earn clicks. They can deliver useful information, answer common questions and provide clear explanations.
Visual content works because our brains are wired to process images much faster than words. That's why a good picture is worth more than a 1,000 words.
Images have other virtues, too. They can simplify, symbolize and sequence information in ways that are familiar, comfortable and nearly automatic. It takes far less effort to look at a picture than to read a paragraph.
Capitalizing on visual content requires the same care, thought and editing as writing an effective paragraph. Sticking a picture into the middle of a mound of words won't cut it. We use the phrase "information design" to describe the process of determining how to meld words and images into a cohesive communications unit.
Here are some tips about finding and using visual content successfully:
1 All pictures aren't created equal. You need to choose pictures that grab attention and tell your story. We have moved past the Polaroid era and people expect higher quality imagery, which they see everyday, all day on television and the Internet. If you can't discriminate between a good picture and a bad one, get help so what you choose does the job.
2 You don't have to be a world-class photographer. Some of the most powerful pictures are ones taken in the moment on smartphones. The pictures you want to use should be judged by their effect on your customers, not based on the credentials of who shot them.
3 Images don't have to be pictures. Some of the best, most shareable visual content comes in the form of charts and infographics, which are cleverly packaged and logically sequenced information delivery vehicles. Charts are especially good ways to show contrast. Infographics work well to explain a complicated piece of information in a simple, digestible fashion. They also are powerful ways to show causal relationships.
4 Video counts as visual content. Video gets discounted because of a perception that it is too hard and too expensive to develop. That's yesterday's news. Short videos can be easy to produce and are an effective way to show how something works or share a testimonial.
5 Seek and use customer content. A great way to generate images is to ask your customers to send them to you. You may receive a lot of unusable stuff, but all it takes is a few gems to add value to your communications. Customer-generated content is also a great way to engage your customer base.
6 Little pictures matter as much as big ones. No question a large, dramatic picture can be spellbinding. But smaller pictures can be appealing, too, such as photographs of the staff member who writes a blog. Think both big and small when you search and select images.
7 Don't overlook the element of surprise. Pictures, unlike words, can make people do a double-take. Visual surprises pull the eye toward them because they conflict with our sense of the familiar. They cause us to take a second look, which increases your chance of getting someone to spend more time with your content.
8 Be careful with stock photos. Stock photography can be a short-cut to getting a relevant, eye-fetching picture. It also can be a can of worms. First off, make sure you purchase the stock image you use for the purpose or purposes you intend. Second, be mindful of whether a competitor has used the image, which can be very embarrassing. Finally, stock pictures are just that. They are generic, not specific. If you are going for authenticity, look somewhere else than the online galleries of stock photography.
9 Insert personality into your visual content. Selfies are popular because they are personal. Inserting some personality into your pictures, charts or infographics underscores authenticity and can reinforce your branding. Be careful not to inject a tone that is inconsistent with your message.
10 Leverage familiar patterns. Infomercials can be effective by relying on tried-and-true patterns, such as "before" and "after." Visuals that are basically doodles work because most people doodle. A familiar picture with an odd twist can be turned into a meme that results in shares and comments online. Be a good observer and follow your own visual instincts.