A flagship pillar of sensory marketing, visual marketing is gaining ground, notably thanks to the rise of image-focused social networks such as TikTok, Instagram, and Pinterest.
At a time when internet users want to consume information quickly and on all devices, photo and video content fulfill that need.
Visual marketing is no longer a trend; it's a marketing medium to adopt today!
The definition of visual marketing
Sight is the most developed sense in humans. It is the very first contact established with the consumer and remains the most stimulated sense in everyday life. Did you know that a human being sees between 2,500 and 3,000 advertising messages per day ?
So you'll need to find ways to stand out in that mass of information! And it's mainly through visuals that you'll capture users' attention…
Visual marketing channels
Visual marketing relies on many formats. Social networks increasingly condition us to produce videos, but visuals are everywhere: photos, infographics, memes…
Video: the number one choice in visual marketing
Video is an essential tool for capturing attention and conveying a message impactfully. Whether for ads, tutorials, or testimonials, it offers a unique immersion.
The most striking example is, of course, the use of marketing video on social networks, through UGC videos, a mix between video customer reviews and micro-influence.
Photography: the historic pillar of visual marketing
Photos remain a powerful means to illustrate a message, create an emotional connection, and reinforce a brand's visual identity.
Advertising formats based on photography are still numerous and not about to disappear. Whether on the street, in magazines, or online, a striking photo or visual can convey messages, values, or intent.
Screenshots: ideal for visual tutorials
Screenshots allow you to visually guide an audience through precise steps, particularly for demonstrations or educational materials.
For marketing, tutorials are perfect for demonstrating your expertise or showcasing your products or services. Tutorials naturally work very well as videos too, not just through screenshots.
Infographics: presenting data visually
Infographics combine text and visual elements to make complex information more accessible and attractive—ideal for sharing on social media.
The advantage of infographics is that they can be reshared and your message can travel beyond your own networks.
Memes: engage your audience visually (and humorously)
They allow you to communicate with humor while encouraging engagement. Their viral potential makes them an interesting lever for reaching a wide audience.
They are often not sufficient on their own, but they are a useful tool, especially on social media.
Formatting: the impact of form on content
The visual presentation of content plays a major role in its comprehension and impact. Typography, colors, and layout directly influence how the message is perceived.
Whether for a poster, a website, or a catalog, pay attention to formatting. The visual can support—or undermine—what you want to present.
Video at the heart of visual marketing
Today, visual marketing is primarily focused on videos. You can see this with the power of TikTok, which forced Instagram to favor videos over photos (Reels).
Even LinkedIn is getting on board, with a recently redesigned mobile interface that highlights video. New jobs have emerged in recent years, such as freelance video editors or UGC creators.
Video is also becoming central for companies on their own websites or blogs. It's common to see films on landing pages that present the company's activity in a playful and/or dynamic way. Blog posts are also adopting this format to distribute tutorials, explanatory animations, product/service tests, or mini-shows with high viral potential.
This success is explained by a better immersion in the brand's universe than with long text. Videos have the power to guide the user and therefore stimulate the buying process. It is now undeniable reasons to produce more videos.
Streaming content also helps maintain customer relationships, showcase a product, or share the brand's latest news. Not to mention that it energizes your marketing strategy with authentic and exclusive content.
Entertainment: a ElementKey element of visual marketing
Animated GIFs, or memes, are popular visual marketing elements that let you convey a message briefly and entertainingly. Because they “move,” they immediately catch the eye in the news feed. If the scene is funny and/or intriguing, followers will want to read the post to learn more.
In any case, if the GIF evokes an emotion in them or they recognize themselves in the visual, you can be sure they’ll want to share it.
A visual marketing strategy integrates into your newsletters
Is the click-through rate in your newsletters gradually declining? Rely on visual marketing and include a video in your email to reverse the trend.
Adding the word “video” to an email subject line increases its open rate by 19% increases its click-through rate by 65%. Furthermore, companies that use video in their emails experience 26% fewer unsubscribes.
Visual marketing plays on users’ emotions and simplifies the cognitive process—provided you choose colors that are consistent with the brand and its values. If the image meets all the conditions inherent to your activity, you will see engagement rates rise on your commercial campaigns, with positive effects on your revenue.
To deepen your thinking on newsletters, take a look at this article with valuable tips for creating an effective newsletter.
Need help creating impactful visuals (images, video, infographics…)? Codeur provides you with many freelancers ready to optimize your visual marketing!
