A Picture Speaks A Thousand Words


Visual content has always played an important role in public relations, but as the digital environment and social media evolve, strong visuals are becoming increasingly significant elements in effective communications campaigns. As much as 90% of the information transmitted to the brain is visual and visual content is processed 60,000 times quicker than text.

Visual storytelling done well increases engagement, explains and summarizes complex information, speeds up comprehension, helps establish emotional connection and motivates action. This is why visuals are now at the heart of any brand identity and content creation to a greater degree than ever before.

So how is visual content so impactful? Visuals are taking over as consumers prefer more of a show-and-tell approach to storytelling and just text. They see the text as a complement to the overall story, visuals need to be a driving force in communications to properly leverage how consumers absorb information in a Web-based world full of visual stimulation.

What kind of visual content should you use, you ask? Luckily, there are several options that suit every occasion! You can start with static visuals in the form of photos or infographics. They provide information with a neat visual twist and deliver the message pretty quickly, of course if done properly.  Infographics quantify information in a shareable, easy-to-follow format.

If pictures are worth 1000 words, then video is worth at least 24 pictures per second. This is because video content controls the imagination of the audience, you can create how-tos, mini-explainer videos and demonstrations. According to many digital marketers, video content is predicted to take up 70% of all internet traffic in 2017, it also increases the open rates by 19% just by having the word “Video” in the subject line as well as increase the click through rates by 65%.

Don’t forget that visual content is 40x more likely to be shared. You may want to increase your visibility by including the company logo on any visual content you create. If you choose to edit your images, make sure they are in the correct format for the medium you choose. Otherwise, you risk not being able to view the full image on social media feeds, which can be annoying for viewers, especially if there is text in the image.