Open Facebook or Instagram or X (formerly Twitter). What makes the visual content appealing? Is it on-brand colors? Realistic photographs? A compelling message? Or a little bit of all of that?
It should come as no surprise that videos and photos are proven to be more engaging. Photo posts draw the highest level of engagement for page followers on Instagram, while short-form video is the most engaging type of content for social media marketing overall.
But does that make either of them right for your business? How do you create compelling visual content for your social media accounts that will reach out and deliver what your followers want most?
What Makes Visual Content Impactful on Social Media?
Visual content on social media is image-based. It’s not just copy. It contains graphic elements that make it a feast for the eyes. It comes in all sorts of formats:
- Photos
- Videos
- GIFs
- Animations
- Illustrations
- Infographics
- Multiple images (carousel posts)
- Memes
That’s because visuals grab our attention faster and more effectively. Plus, visual content is easy to understand. No taking a moment to read; you get the full content in a split second and can decide what to do next.
Visuals also have a magical power: they make us feel. Think of the last touching picture or funny meme you saw; you laughed, you cried. That emotional connection is what makes us engage with the content. We’re more likely to like, comment, or share something that tugs at our heartstrings.
And if you like it, your friends will too. Visual content is highly shareable. We want to show it to our friends. We hit the share button without hesitation.
Of course, it’s not all about engagement. Visual content is also easier to recall. You’re more likely to remember a photo or graphic and then act on it later. That’s why brands use visuals to make sure you remember them. They build logos, choose colors, and create images to stick in your mind.
What’s more, visual content works on every social media platform. Whether it’s Instagram, TikTok, X, or Facebook, visuals rule the game.
Don’t Let Platform-Specific Requirements Be a Challenge
Now comes the hard part: what about size? You can’t just use the same image across all platforms, but it doesn’t have to be a daunting task either. A few simple principles will help you effectively tailor content to each platform without issue.
To start, you’re already on the right track by realizing each platform is different. Instagram is all about stunning visuals and storytelling through images. X approaches it differently by thriving on concise, punchy text and timely updates. Knowing the strength of each platform can help you create content that resonates with its audience.
Next, embrace versatility in your content creation. Narrowly focused marketers attempt to put the same content onto every platform without considering the viewer. Savvy marketers understand that even though they may meet similar audiences on all platforms, they look at content differently depending on where they are. Go ahead and repurpose content; just ensure you’re changing the visuals enough to give viewers what they want.
Luckily, each platform offers tools and features to help you enhance content before it’s released. Try Instagram’s filters and editing tools to make your photos pop. Or use Facebook’s live streaming feature to connect with your audience in real-time.
Finally, remember algorithms and guidelines are constantly changing. If you don’t evolve to fit your chosen platform better, you’ll quickly get left behind. This is about developing a rhythm as well as an audience. Ensure your content remains relevant and effective as you grow and thrive.
Creating Visual Content for Maximum Engagement
Are you already overwhelmed by the thought of creating visual content that speaks to your audience? We get it. But this really is about taking a step back and realizing there are a few guiding principles that can help.
It starts by understanding your target audience and what type of visual content they resonate with. If you haven’t figured this out before, it’s the best place to start. You can conduct audience research to identify preferences and interests. Look to your competition to see how they’re capturing attention.
Still stuck? Remember, it’s all about crafting a story. Visual content is a great place to start a compelling story. Understand your beginning, middle, and end. Does one photo convey it all? How about a video montage or an infographic to get your message out?
What feels right? Authenticity always wins to build trust and connection with your audience. If you do best at being funny, do that. If you’re more sincere, run with that. Avoid overly polished or staged visuals; instead, opt for generally relatable content that fosters authenticity and transparency.
No matter what you do, maintain consistent visual style and branding across all your media channels. This reinforces brand identity and increases recognition. Colors, fonts, imagery, and messaging should all be recognizable to create a cohesive visual presence.
How Do You Blend Creativity With Analytical Insights?
What good is visual creativity if it isn’t reaching an audience?
Analytics allow you to measure the performance of your visual content in terms of engagement, reach, and conversion. By tracking metrics such as likes, shares, comments, click-through rates, and conversions, you can evaluate the effectiveness of your visual content and identify ways to improve.
Watch your most popular posts. What do they have in common? Is it the message? The images? You can optimize your content strategy by evaluating high engagement rates to focus on the most effective formats, styles, and themes.
You might also start to discover audience segments, which can help you create targeted campaigns that deliver the right visual content to the right people at the right time. Tracking can be your friend. It helps you become more relevant, making your visual content creation schedule more manageable.
It’s Time to Create Visual Content for Your Business
Visual content is a powerful tool for engaging your audience, increasing brand awareness, and driving business results. It’s all about captivating your audience’s attention and conveying your message in a compelling and memorable way.
Whether you need guidance on content creation, platform optimization, or analytics interpretation, we can help you create visually stunning content that takes your social media posts to new heights.
