The term “visual marketing” covers a whole host of different practices. For some marketers, it implies the use of photographs and other images – and that’s something that’s still necessary, especially in the Instagram age. For others, it means video marketing – and with YouTube alone having almost two billion users, it’s clear that this is something which needs to be front and center for marketers. And for others, the priority is aesthetics, or that sense of visual cohesion across platforms, as a whole. This article will explore all three of these aspects of visual marketing, and how they can be used for business gain.
Basic images are integral when it comes to visual marketing. On social media, for example, one study has found that nearly a third of marketers consider images to be supremely important – so they’re well worth using as accompaniments to Facebook or Twitter posts. Perhaps you run an e-commerce store, in which case there’s rarely such a thing as too many images: from shots of models using your product or service to complex infographics providing the potential user with a clear, manual-style guide, the benefits are versatile and immense. It’s likely, then, that images will form a big part of any visual marketing campaign: it’s simply a case of choosing the best images to deliver the marketing results you need.
In the age of YouTube, video is clearly a vital tool. Videos are noted for their versatility: you might, for example, choose to use a video to explain how a niche product can be used as part of an e-commerce campaign, and hire actors to show the different components of the product. Or you might choose to use it as part of a dynamic on-screen advert or decide to create company intro videos to ensure people know what your brand stands for. Whatever sort of video marketing you choose to use, it’s wise to always keep your main goal in mind in order to prevent getting sidetracked by showy scene transitions or irrelevant graphics.
For those marketers who want to take it a step further, it’s worth grappling with the concept of aesthetics as well. This goes beyond mere images or videos. A sense of aesthetic is more to do with the overarching list of image requirements you have, and the principles underpinning them: you might have a particular group of colors which you use on a regular basis for example, or you might repeatedly place a particular logo in the corner of all images.
From a commercial point of view, a harmonized and high quality aesthetic projects a sense of competence and organization. If a consumer recognizes that you’re organized enough to have the same logo positioning or the same color scheme, they’re likely to believe that you’ll be capable of getting their product to them on time or can avoid any quality-related disasters.
In sum, then, there are all sorts of visual marketing elements which a marketer needs to take into account before pursuing a digital marketing strategy. From considering individual image and video choices to thinking about the overarching set of aesthetics needed, there are lots of different visual marketing options open to those who wish to get creative when boosting their online presence.