High achievers and trailblazers alike are people who truly understand that “why” we do something may be the most important secret to success. Too often, in any type of situation (not only social media marketing) we see trends- and the result of those trends- and immediately jump on board. While that may be profitable for the short term, it leaves us at the mercy of those other people who understand the “why” to show us the next move… or more simply, it leaves us “behind the curve”, as they say.
For example, seemingly everyone these days knows that visual content is king in the social media arena. No list of social media tips would be complete without multiple visual content type suggestions to help their readers with lead generation. But why is that the case? Knowing the answer to “why” is the key to becoming an industry leader, so let’s breakdown the answer.
Everything comes down to human psychology. The way we speak, the ways we interact, all revolves around the reaction that is evoked from others. And the way we determine those reactions is through science, so let’s look at a few facts. 65% of people are visual learners. The human brain processes visuals 60,000 times faster than it processes text. Even a catchy 7 word saying won’t get as much attention as an image (hint: but you can mix the text and image and possibly get even better results!). This is why posts with visual content garner 180% more engagement than those without.
93% of all communication is visual. Our facial expressions, gestures, posture, and other visual cues can express a variety of different meanings- even when using the exact same words. Likewise, a colorful visual (color increases the likelihood of content being read by 80% over black and white) sends more of a subconscious message than text alone. 85% of people are more willing to buy a product if they’ve seen a video about it. In fact, a video on a landing page has been shown to increase conversions by as much as 80%!
Given all of this it would seem that any social media manager would use visuals as close to 100% of the time as possible, yet surprisingly only 69% of marketers view visuals as an absolute necessity in their strategy. That’s great news for you because with one simple change you can almost automatically move ahead of 30% of the marketers out there.
So, now that you understand the “why”, the next step is “how” – and it can be just as simple when boiled down. Add visuals to every step of your lead generation and conversion strategy. Landing pages, paid ads, blogs, emails, social posts – you name it- if you can make a visual fit, do it. From there it’s back to your usual routine: A/B testing, analyzing results to make adjustments and changes, and coming up with new visual strategies. And within that last piece (visual strategy) is the new power you didn’t hold before. What new trails will you blaze with visuals that will leave others following in your footsteps?