In 2022, visuals are a must-have in content marketing strategies.

Venngage’s survey found that 48.2% (of all published content) included visuals in 2021. 64% of marketers also stated that visuals are essential in achieving their goals. 

Five Types of Visuals That You Need for Your Content Marketing Strategy

You might be asking: What visuals are necessary in your content marketing strategy to stand out from the crowd in 2022?

Stock photography, no matter how convenient, is not going to cut it. The best way to get consumers’ attention with visuals is to use the advanced formats below.

Let’s get to it.

Videos

Video marketing isn’t new. Facebook has allowed users to upload and stream live videos since 2007. They are popular content that many people still love.

Statista found that Android phone users spend an average of 23.2 hours per week watching YouTube videos. You can quickly see why video is the most important type of visual for your content marketing strategy.

It is important to think about the types of videos that consumers enjoy watching to attract user attention for businesses.

The following are some of the most popular video content types:

• tutorials
• how-tos
• Live streams
• Educational Resources
• Product reviews

If you want to boost your visual content, consider how you can use these in your distribution channels. Skillcrush uses videos on its reviews page. Every customer review includes a video that explains how the product helped them achieve their business goals.

If social proof through video isn’t working for your marketing goals then maybe you could try something more bite-sized.

Snapchat, TikTok, and Instagram are great places for short-form video content. Try posting behind-the-scenes information from your company or previewing upcoming product launches. You can also do MailChimp if these don’t appeal to you. You can provide short videos that will give your customers quick tips to help them get more from their purchases.

GIFs

Videos are a great way of attracting users’ attention. However, videos can be costly and time-consuming to make. They can also take up lots of space so they might not be equally effective across all distribution channels.

It’s a good idea to search for formats that are more space-efficient, cost-efficient, and just as engaging as video. GIFs are the solution. GIFs.

These animations can grab attention quickly and communicate information quickly. They add humor to otherwise dull marketing messages, perhaps most importantly.

This Amazon example is a great example. This is not only funny, but it actively helps to make holiday shopping synonymous with the brand’s platform. This is one of the most successful examples of a branding strategy.

Data Visualizations

Data visualization is another great format for visual content. This is especially true for businesses that target professionals. 

Customers have always been attracted to numbers. They appeal to the rational side of consumers and provide tangible evidence for a brand’s claims. However, they can often be difficult to interpret, especially when they’re meant to show the quality/effectiveness of a product about other options on the market.

Businesses, especially those in the SaaS sector, should think about visual representations of their data.

Charts and graphs can be a great way to convey otherwise difficult-to-understand information, simply because they add a visual element to the numbers. Data visualization is possible with a content marketing strategy that doesn’t require you to go far.

Even something as simple as Spotify’s by the Numbers page will help you communicate your unique value propositions with your target audience.

Screenshots

As we’ve mentioned, educational content is a great way to increase conversions. A 2017 study done by Spotlight Conductor showed that educational content makes consumers 131% more likely than other brands to purchase from them.

What does this have to do about visuals and screenshots, though?

It turns out that screenshots are the best format for publishing blog posts. Take a look at the guide from Scott’s Cheap Flights.

Screenshots are a valuable addition to instructions because people can remember and process visual information better than textual information. They also visually break down chunks of text, making it easier to read and contribute to the brand’s content marketing strategy.

UGC

User-generated content is a powerful way to convince people to trust your business. It supports you in building a reputation for being an authority brand in your niche. It also displays your products in real life being used by real people.

User-generated content is a must-have for any company looking to establish trustworthiness, authenticity, and a commitment to the customer experience.

UGC is free and easy to source. You can simply encourage your customers to use your hashtag on social media and tag you in any images they post about your product.

You can also upgrade your site reviews system to allow consumers to upload images if you have the funds. For an example, see GILI‘s implementation.

Closing

Every day, people consume more content. With millions of brand posts being published every second, it is becoming harder to get their attention.

Branded content can be distinguished by visuals. However, this is only possible if the visuals are relevant to the customer experience as well as if they add value.

As you think about which visuals to invest in next, make sure you choose the ones that will make a difference. These five formats are a great place to start. Every brand is different. You may find something completely different (e.g. a podcast) to be more effective in grabbing and keeping your audience’s attention.