I’m going to tell you the worst-kept secret that you already know. Nobody likes to read anything anymore. Well, not anything that is just a wall of text. We’re all guilty of scanning a document instead of reading every word or sharing an article after just reading the headline. Nobody is proud of it, but with the sheer bulk of content that is produced everyday, we have to get through all of it somehow.
All of the most digestible information we encounter now has enormous visual pieces coupled with it. Think of every infographic you read, every photo with a caption, and video you can play while multitasking. You learn much more from these visually captivating pieces than from walls of text similar to this post (but I’m breaking up this content with pictures, so bear with me).
Social media provides a great platform for watching how people consume information. We started off with blogs that were hundreds––if not thousands––of words long. We then moved to Facebook, cutting people’s word count by at least half, and then to Twitter, keeping our count to 140 characters or less. Now, Instagram, Pinterest, YouTube, and Tumblr are allowing for content sans words, replaced by images, audio, and visual communication.
But just because we are truncating what we write, does that make it more effective? It sure seems that way. Here are some stats:
- 44% of social media users are more likely to engage with brands if they post pictures (as opposed to other types of media)
- Facebook photos get at least 7x more likes than links do
- Pinterest, a completely visual social media channel, has grown by 6000% in the last 8 months
- Images are the most clicked-on content on Twitter
- Recruiters spend more time looking at a user’s LinkedIn profile picture than anything else
- More than 6 billion hours of YouTube videos are being watched per month
- Flipboard, a visual news app, was the #1 application when the iPad launched
- Images are processed 60,000x faster than text by the human brain
So are you prepared? Content is still king, and visual content requires originality and thought. Make sure everything you post has something engaging to look at. Visuals will cut through regular marketing speak, and original visuals can even stand out from other media of the same ilk. So charge your smartphone and grab your camera––you have some work to do!
Author: Zack Smith