Why Visual content?
As a communicator, it’s your job to reach journalists, influencers, customers, among others. But, unfortunately, they aren’t going to visit your website each morning to see what you’re up to. Instead, they will open up Facebook, LinkedIn, Twitter, and Instagram (among others) to stay connected with friends, and to fill up on interesting stories. They will also check emails and other news sources they subscribe to – what we sometimes call ‘appointment reading’.
These channels are where you’re going to find and engage with your audience. Getting attention on social media or via email isn’t easy. You’ll be competing for attention with a massive group of others: Your competitors, completely unrelated brands, posts and news on social media, and emails from friends and family, etc… Plus, you’re trying to win the attention of people who are, frankly, attention impaired. Recent research shows 81 percent of people are only skimming the content they read online.
One way to cut through the clutter is to make your posts, press releases, newsletters, and websites more visually appealing. Let’s, therefore, take a look at the basics of imagery and what constitutes visual PR to make your communications more impactful.
Using imagery – whether photography, illustration, or some other graphic – helps make your news releases and articles more engaging and memorable. Plus, imagery drives your content to be more searchable online. Social posts that include images are 650 percent more likely to engage than text-only posts.
Get free study guide The value of visual PR
Download this excellent study guide from the Digital PR Academy and learn the basics of visual communications. The guide covers:
- Best practices in using imagery