images

Earning Clicks and Much More

If you want to be heard, be seen.

If you want to be heard, be seen.

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.

Matching Visuals to Your Message

Viewers expect higher quality visual images. You should demand matching your visual assets to your brand message.

Viewers expect higher quality visual images. You should demand matching your visual assets to your brand message.

Most people by now have gotten the picture that visual communications are effective. But adding visual pop to actual communications still for many remains a mystery.

Anna Guerrero, in a blog posted by ragan.com, offers some practical tips on how to lure viewers. Guerrero's core point is that just adding visual content doesn't do the trick. You need quality visual assets that tell your story better than any words can.

Her tips include using high-quality photography, website screenshots, infographics, candid images, original designs and a striking color palette – stuff that stands out and grabs the eye.

Maybe Guerrero's most profound point is the need to match your visuals with your message. To convey that your organization is full of "fun people," show a behind-the-scenes picture of your team working while doing something funny. To reduce a complex topic into something simple, create an infographic that walks the viewer through the issue in digestible chunks. To establish credibility, post a screenshot showing the original source of information that you are citing.

Visual symbols play a large part in brand recognition – and loyalty. They can be leveraged by associating them with strong, compatible visual assets that express a more specific message. The example Guerrero pointed to was the Kaleidoscope Blog on Pinterest and its distinctive, easily recognizable design.

Striking photography pulls people in, as she showed with an eye-popping picture of a woman applying bright red lipstick with a man caressing her cheek with his lips. The picture was visibly relevant to the Facebook post headline and the content: "8 Reason to Fall in Love with the Girl Who Rocks Red Lipstick." The image, Guerrero notes, wasn't the result of an expensive photo shoot; it was a piece of stock photography.

Successful visual communications usually flow from information design processes that give equal weight at the start to all assets. Information designers don't make words look pretty or discard words in favor of snazzy pictures. They choose the best combination that tells the story in a way the intended audience will notice.

It is true that effective communications in the digital age almost always include visual assets. Viewers have come to expect it. With so many people sending pictures from smartphones and designing personalized greeting cards on their tablets, their expectations have risen for more presentational value. And they just don't want pictures; they want good pictures.

Good pictures don't always mean the same thing across communication channels. Quirky works on Instagram and elegance pays dividends on Pinterest. That is a direct reflection of the dominant demographics that use each platform. What you post on Facebook is different than what you post on your website or as a blog illustration.

Visual imagery should be part of your communications toolkit. More important, it must be part of your brand narrative.

Content Confectioner

Does the chocolate image wake up your sweet tooth? I could tell you that the candies are locally made in Portland with melt-in-your-mouth sea salt and quality chocolate, how they have perfect flavor profiles and are the ideal size for a guilt-free treat. But the image probably inspires you faster.

If you saw this photo on a chocolate company’s blog, you might pin the image to Pinterest or share it with you friends on Facebook. If I’m the chocolate company owner, I’ve just used shareable content to empower you to help me market my brand through the most powerful form of marketing, your word-of-mouth recommendations.

This is the potency of visual communication. Adam Vincenzini describes the image-powered web as “the notion that Internet users prefer the most efficient and engaging methods of communication.” Images equal efficiency. Fast Company calls visual marketing “the breakout trend for 2012,” noting a 2012 ROI Research study that found “forty-four percent of respondents are more likely to engage with brands if they post pictures than any other media.” Pinterest, Facebook, Instagram and YouTube are leading channels for visual storytelling.

Here are my 13 tips to help you become a Content Confectioner — a creator of crave-able, sharable brand assets.

1.  Start with Your Goals

What are your marketing and brand goals, values and key messages? Think about what those things look like. How you can show and share them with your stakeholders?

2. Be a Reporter

Reporters seek and share stories. Do this for your brand. Shift your perspective to look for the significance of the everyday – teams, routines, the work and production environment. How does the everyday drive toward your brand promise? If you make this perspective shift, you’ll always have a story to share.

3. Get the Tools

You’re not obligated to add a $2,000 DSLR line item to your budget. I swear by my iPhone camera. It’s portable and takes high-quality images with flash and focus options. You can send images easily to Facebook, Instagram or email. The right tool is one you can obtain and use often. Do your homework. Test the options. And go for it.

4. Eyes Wide Open, Camera Ready

The aforementioned iPhone has more than 4,000 photos on it (yes, they’re backed up). Keep a camera with you and err on the side of taking more images than you’ll use to create an image bank for your brand. This practice supports quicker content creation. It also increases your odds of capturing million-dollar moments and images. Think of it as gathering lots of ingredients for limitless recipes.