The Importance of Visuals in Sponsored Content
Between meetings, answering 100 emails a day, family and social engagements, more and more people want to be educated, but in as little time as possible. The modern human wants information in easy to digest, short increments. 2019 is all about getting to the point. Fast. So, in an age where people are more engaged than ever, yet doing less reading than ever before, how do you entice a potential consumer to click and read your article? And if you get them as to the page where the content is, how do you keep them engaged and educate them about your product, with the intent of pushing them to convert? The answer to both of those problems is through visual aids.
According to NeoMam studies, today we receive 5 times more information on a daily basis than we did in 1986. And, more alarmingly to the world of content marketing, on average, readers only read 28% of the words on a page per visit. How do you make your piece of content stand out among a sea of too much information? And more importantly, how do you make it have a lasting or at least, initial impression on a potential consumer? At GeistM, we have been using an increasing number of visual aids within and as content in the last few years, and have seen an overwhelming success across multiple platforms.
Studies show that 50% of your brain is involved in visual processing, and that people following directions with illustrations do 323 percent better than those following directions that are just text. That's why important road signs are images not text, therefore more easily recognizable.
Visuals laced throughout a sponsored content article have shown numerous positive impacts on educating the reader. Firstly, visuals are the most efficient way to communicate information about a product. When used on the front end, the right image targeted at a particular audience can entice the reader to click through and potentially buy a product. When used with a combination of written content, or simply by itself, pictures, icons, graphs and other eye pleasing aids can act as the fastest way to get your reader to the desired destination.
Images and other visual aids are a vital component of content marketing because they help your audience understand, remember and increase their interest in a product or service. The mind remembers the visual images faster and for a longer time than a passage of text. If your product or service you're trying to sell is complex, and requires an in-depth explanation, like a car loan refinancing company, using images, graphs or charts allows your audience to look at a problem they may have in a different, more simplistic way. An image will often help your targeted consumers to grasp the concept of how that particular service or product can help them faster. This way, you can ensure a high level of comprehension, which will drive your consumer to purchase faster, or without much hesitation.
Lastly, people are far more likely to remember an image than numbers or words, and for a much longer period of time. This means that even if your reader doesn't immediately purchase the desired product or service, that they are more likely to think of it in the future, or return to purchase at a later date.