When your content contains visuals, you should expect a viewer retention rate increase of 42%! Here at DMA, we consider this to be a powerful statistic when helping brands understand the importance that visual elements have on marketing performance. Now that we have your attention, we're happy to share the signs that may indicate it is time for you to invest in visual content for YOUR brand.
5 Signs You Need a Visual Content Upgrade
1. You’re stagnant with social media engagement.
If you’ve noticed a decline in engagement on your social media profiles, you may be wondering what steps you can take to encourage your social media communities to 1) engage with your content and 2) stay connected with your brand.
Truthfully, there are many factors at play, but visuals play a huge role in the success of your social media efforts. For instance, did you know that tweets with images receive 150% more retweets than tweets without images, or that Facebook posts with images generate 2.3 times more engagement than those without images? It’s true—social media users expect to be engaged visually, and if your photography and design assets aren’t up to par, your results may suffer.
Consider investing in new recipe and lifestyle photography to improve results from social media communities. You’ll strike a chord with the 40% of foodies that learn about food from websites, apps, social media, or blogs.
2. Your social media advertisements are under performing.
Beyond the way shoppers prefer to consume content on social media, the platforms themselves have specifications. In general, social media advertisements that are highly visual perform better in terms of reach and cost per result (CPR) than posts without visuals.
In fact, Facebook will not even allow advertisers to boost posts with images that contain more than 20% text. Furthermore, most social media advertisements are set with horizontal image specifications. If you don’t have a high-quality, engaging photo that is optimized for social media advertising, you may be paying more per result than other advertisers who are well-equipped with optimized visual content.
3. You can’t find a recent product photo when you need one.
Have you ever been approached by a customer or trade media partner with an opportunity that involves you sharing a high quality photo and you struggle to find one that works? Don’t miss out on big opportunities because you don’t have quality visual assets on hand. Instead, plan ahead and build up a robust library of visual content to have on hand at a moment’s notice.
4. Your website has high bounce rates.
Your website is one of the most powerful tools you have for communicating your brand story and encouraging shoppers to choose your products over the competition. However, if you’re seeing high bounce rates and poor overall performance on your website, it may be time to assess your copywriting and upgrade your visual content.
If you’re looking to get your point across quickly in order to retain and engage your website visitors, a photo, video, or other visual element is the way to go.
5. Your photos are outdated.
Have you recently changed your logo or updated your packaging? If so, it’s probably high time to update corresponding imagery! Maybe you’ve introduced a new product, or perhaps you can’t seem to find shareable photos that represent your company now vs. your company then.
Visual content is a clear indicator of your commitment to innovation—and if your visual content looks outdated, it will give the impression that the rest of your business could be thinking in an "outdated" fashion as well. We recommend keeping your visual content fresh by planning photoshoots on a quarterly basis, which will help you maintain consistency and keep your brand from looking stagnant.
We get it—upgrading your visual content can be overwhelming. But if you invest in high quality content and strategize to make the most out of it, you’ll reap the rewards across all of your marketing touch points. Need help getting started? Take a look at our visual content portfolio and let us know your needs!