Humans are visual creatures. We like to see things with our own eyes and these visuals can have an influence on our emotions and therefore our buying habits. It’s the reason why infographics have taken over the web and videos tend to go viral more often than written pieces.
Visual content allows you to get more information across to your customers quicker, in an easily digestible format. That means visual communication is more important than ever, especially when dealing with buyers online.
A Picture Speaks A Thousand Words
On the internet (and mobile) people use the eyes more than any other sense. That means the clearer your message is communicated visually, the better and more quickly your potential customer will understand it. A large, detailed product photo will be more likely to convert customers than a product description written by William Shakespeare himself.
Visuals Are Shareable
People are more likely to share images and infographics on social media than other types of content, and they are often enjoyed the most. If they are attention-grabbing and interesting, then you can get consumers to take a particular action. After making a purchase on Amazon, you are brought to a page that allows you to share a photo of your recent purchase. It’s no surprise that popular items with beautiful photos are commonly shared – which increases brand and product awareness and most likely purchases.
Photos Provide Authenticity
Potential buyers use customer reviews to help them with their purchase decisions, but many users doubt the authenticity of reviews. One of the great things about YELP and Foursquare is the ability to leave photos along with tips and reviews. Including photos and with customer reviews or other user-generated content allows fellow users to show their knowledge and increases the trustworthiness of your products.
Visual Content Increases Connection
Using visual content to reinforce your branding helps your target market connect with your brand. Photos of real people enjoying your product or real customers wearing the clothes allow other customers to identify with them. You could explain who your target market is, but showing who they are, what they do for fun, and other similar things means you’ll bring in new customers who are like them or want to be like them. Buyers want aspirational role models but being like them should also be achievable, so choose your representatives carefully.
Visuals Can Elicit Emotions
The Vietnam War resulted in protests that changed the world and part of that came down to the fact that it was the first war to be broadcast on television. Seeing the images were far more powerful than reading a detached journalistic article about it. While writing can elicit emotions, it takes a skilled writer to do so and that will rarely happen on an ecommerce website. If you’re trying to sell something, you want to make the potential buyer feel good or like the product on offer can make their lives better. Uplifting and positive visuals can help do that.
Photos Aren’t Threatening
Well, they can be threatening, but that’s probably not the tone you want to give off if you’re trying to sell something! Images and visual content give potential customers more information – often without them even realising that they are getting it. People don’t like being sold to and are especially sceptical of sales copy. Using an image to get your message across makes buyers feel like they are making independent decisions, which means more conversions for you.
When all is said and done, visual content is another way to improve your brand storytelling – a very important aspect of any brand strategy. Getting visual catches the eye, then the heart and mind. By focussing on compelling visuals, you’ll build trust, communicate effectively, and engage your current and potential customers.