Success through images - why you should use visual content

by Guidebook

The internet is crammed with information - and not all of it is really useful. At the same time, the patience of users is decreasing. Those who surf the net want to find what they are looking for quickly - without having to read a lot. Images have convincing advantages over pure text: they catch the eye more quickly and can convey complex information in a way that is easy to understand. Therefore, make sure you use visual content to strengthen your online presence.

Pictures say more than 1000 words...

...but not only images! Visual content encompasses a variety of forms of pictorial representation. For example:

  • Photos
  • Graphics
  • Diagrams
  • (interactive) maps
  • Illustrations
  • Videos
  • ...

Such image elements are true multi-tasking talents. Like the good old advertising pillar, they first make your users stop - that's the first step to success. Within milliseconds, they convey a message in the next step and thus manage to arouse interest far more quickly than a monotonous block of text.

Ideally, visual content should be self-explanatoryso that the core message can be understood even without the textual context. This enables the user to grasp the facts without having to read the whole text - and thus saves his or her limited time budget. In addition, images can be wonderfully shared on social networks. If you use visual content intelligently, you will be able to measurably increase your success on the web!

All the advantages of visual content at a glance


Rapid transmission of information

The internet user does not read, he scans content for relevant information.

The attention span is low. The urge to satisfy the greed for information as quickly as possible, on the other hand, is all the higher. In this process, images catch the eye much more quickly than plain text. People literally get stuck on visual content.

In addition our brain can process visual content 60,000 times (!) faster than text elements. They are also stored longer. This is especially because the majority of information is transmitted to our brain visually anyway.


Illustration & preparation

But visual elements are not only useful to attract the attention of users.

They also serve to present complex information and facts in a simplified way. With the help of images, comprehension hurdles are more easily overcome and the user can also remember the information much more easily and for longer.

Infographics, photo galleries, illustrations or diagrams, for example, are ideal for presenting heavy fare in easily digestible morsels.


Source for emotions

It would be presumptuous to claim that words alone cannot trigger emotions.

This is not true, of course - and anyone who has ever devoured a good book or a heartfelt letter from a loved one knows this. But as already indicated above, online reading behaviour is completely different from offline. Instead of bookworms, we are dealing with impatient scanners.

However, generating emotions is elementary for content to be recognised and shared as relevant - and to remain in the memory for a long time.

Therefore, use images and videos to address your users on an emotional level! Generate joy, motivation, wanderlust or compassion. It doesn't necessarily have to be cute cat pictures. However, if it fits the context, it would be worth a try....


Perfect for social media

About the Relevance of social networks in online marketing has already been reported on in detail.

Here, everything stands and falls with the interaction rate: it has to be shareable and likeable! Videos and pictures still take the lead here. As a rule, no one is interested in a status post made up of pure text, no matter how profound it may be - sorry.

Yes to visual content - but please only in accordance with the context

So there is everything to be said for more visual content. But be careful! Of course, this doesn't mean that you should randomly slap pictures and videos on your website just because they are particularly pretty and appealing. Relevance is still the be-all and end-all. The aim is to use image elements in a meaningful way to underline and liven up your texts.

By the way, you can also use your Designing texts visuallyso that they become scan-compatible!

Cute animal videos and enviable South Seas pictures are perfectly fine - if you are a travel blogger or sell pet food, for example. However, if you are informing about real estate law or online marketing, they might not be the best choice.

Exceptions are of course allowed...

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