Why text-heavy content is killing you

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You know what they say. A picture is worth 1,000 words… and they’re right. But why?

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Visual content drives engagement. Just look at Pinterest. In 3 years, Pinterest has become the third-largest social network behind Facebook and Twitter, driving more revenue for retailers than either platform.

The demand for visual content continues to grow because it offers something written content does not — instant gratification.

70% off Americans have high-speed Internet in their homes, compared to just 33% eight years ago, and now there are more mobile internet devices than there are people in the world. Slow bandwidth is no longer an issue for streaming video content, making way for applications like Vine. Today, video streaming accounts for half of mobile data usage, and it is predicted that number will continue to increase.

The rise of image and video-centric sites like Pinterest and Vine is posing various challenges to brands, especially those looking to reach the elusive and fickle teenage market. This demographic grew up on AOL Instant Messenger, so it should come as no surprise that they expect instant gratification from their social media too.

If brands want to reach their target demographics, they will have to adjust their marketing accordingly.

A prime example of this is HBO. The premium cable network is now offering the two-part premier of their series ‘Girls’ on YouTube in an effort to reach their younger, more visual audience. HBO is also utilizing other visual platforms like Instagram, Tumblr, Snapchat and Vine to promote their series as well. By doing so, they are putting their product in the hands of their target audience, literally.

With the overload of information available out there today, it is becoming increasingly important for brands to put out visual content to remain relevant and engage with their audience.

Think about it. What are you more likely to interact with, an image or a paragraph of text?

How do you employ visual content to reach your customers? We want to know!




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