You probably already know that Instagram started as a photo/location-sharing app designed for the mobile phone, specifically the iPhone. Although it has changed considerably in its use and features over the years, Instagram still primarily remains a visual medium of social engagement.
Why Is Visual Content So Important?
The answer is a simple one: Images and videos tend to get higher engagement than verbal posts on any subject. This is the case on every platform. Even in a printed newspaper, often, an image helps the audience understand and remember the story more than the long articles. In other words, text without visuals does not draw desired audience traction.
To improve one’s presence online, more and more brands turn to social media with a visually enhanced marketing strategy. Since the target audience for almost any niche prefers photos, videos, animation, or mixed media content, their marketing also incorporates — likes and comments matter on Instagram’s performance metrics. Hence, business accounts invest in strategies like auto likes on Instagram to improve their visibility on the platform. In today’s times, it is worth adopting a content marketing strategy that will attract your consumer and enable you to maintain a successful relationship with them.
How Do Visuals Give Your Content Marketing an Edge on Instagram?
Visual content marketing is what you need to build your brand awareness on Instagram. If you are wondering what qualifies as visual content marketing, all of the following (and more) qualify as essential visual content marketing tools:
Visual content is beneficial to both B2B and B2C ventures. It helps your campaigns remain relevant to the times while appealing to your audience’s ever-changing needs in a highly engaging and informative format.
Visual content tends to boost audience engagement more than texts because:
• They pass information at a glance. A picture conveys what a thousand words cannot. The tech-savvy Instagramming audience needs to be drawn to what you post as they scroll up and down their feed. In that instant of a second, it is the visual you post that makes them pause to engage with your content. In other words, if traditional marketing used photos to supplement the text, which now is used to elaborate your visual. Relevant hashtags and captions make your post discoverable, but your post’s visual is likely what gets you the instant likes and shares.
• Visuals can make content appealing and engaging. They have the power to tempt your audience to click on call-to-action buttons, leave comments and tags, and visit any links your post directs them to. In other words, you can expect more conversion rates of organic viewers into Instagram followers as well as customers of your product and services.
When Does Visual Content Encourage Maximum Boost to Instagram Engagement?
As a marketer, you will notice the value of visual branding is at its best in Instagram if you:
• Engage the Audience with a Story. Storytelling means ensuring that your post has a cohesive structure. It can hide elements of surprise, but it can also be predictable. It can be inspirational or informative. You could tell a how-to story, interviews, customer feedback, behind-the-scenes stories, or even ask for opinions and surveys.
• Show the Audience Your Best Entrepreneur Skills. You could use pre-recorded videos if you needed to edit and tailor your post according to the posting content. Pre-recorded content should show the audience your sincerity and organization skills. Shoddy pre-recorded videos or doctored videos can work negatively for your brand building as it is a testimony to your way of working.
• Go Live. Instagram makes it easy for you to record experiences and reviews live. Live videos should be skillfully made. You can collaborate with influencers to review your services and products live, and you can cover events on location or get live feedback. People tend to favor live recordings for their authentic on-the-spot coverage.
• Concentrate on Audience Emotions Not Hard Selling. People tend to react and comment on content that touches them. Attempt to evoke joy, sadness, shock, empathy, or introspection, as the case may be. You will see a jump in your performance metrics when the content hits the right chord with your audience.
• Invite Call-to-Action. Posts that invite people to like, share, comment, or subscribe instead of incentives, like giveaways, find strong engagement on Instagram. Use your Insights to gauge how much traction what kind of post brings you.
• Post at Times Most Conducive to Your Target Audience. Do your research on your ideal customer profile. Scheduling your post in keeping with their most active hours on Instagram is likely to bring you more engagement than posting at other time periods in the day. Also, remember to be consistent with your posting. If you are a daily publisher, do not skip days of posting without reason; if you post weekly, then stick to that. Audiences check back for a new post in anticipation once they know your routine schedule. Messing it up can cost you, loyal organic followers.
• Keep your Posts at Marketable Length. This will vary according to your target audience profile. Study what your audience’s attention is like. Do they prefer long posts or short ones? Do they like cliff-hangers and come back to check new content on your account? Do serialized posts work better for you than stand-alone posts or vice versa? Create your visual content accordingly.
Some Myths Regarding Visual Content Marketing:
1. Visual Content Marketing is Easier and Faster:
While audience response may be quicker, it is not enough to assume that visual content marketing is easier or faster. As a marketing strategy, it needs careful planning, research, and execution. Depending on your tech-savviness, you may need to invest in digital marketing experts or apps. Instagram has several tools that make content creation easy, but you may want professional help to ensure your content creation is flawless and is market-ready.
2. Visual Content Marketing is Cheaper than Other Forms of Content Creating:
This depends on your budget, be it on Instagram or any other platform. There are several free tools and apps available to make your content. Besides, there is a whole host of pre-created stock photos and videos you can use to boost your visual presence. Some content even comes with a choice of present music you can select from. However, if you choose to invest, your costs are determined by deciding to invest. Instagram content creators and influencers are known to charge anything between a few peanuts to several thousands of dollars!
3. Visual Content Doesn’t Need the Verbal at All:
On Instagram, your post relies on relevant hashtags and geotags to find visibility among viewers. Your captions are essential for adding context to the visual. Your words direct the nature of the call-to-action you expect on the post. Also, depending on whether you are a B2C marketer or B2B, you may still need to engage with creating authentic and appealing verbal content to accompany the visual. Your customer relations determine what kind of posts need more verbal content and which publications can be visible alone. You can also play with text-based visuals and different verbal and visual work ratios for different types of posts and various types of businesses. Although visual messages get your intent across better and are easier to remember, your campaign and consumers determine how much your marketing strategy is just right.
What Else Adds to Boosting Engagement of Your Visual Content in Instagram?
How you market your posts has a lot to do with how your audience perceives your brand. In other words, focusing on your content is not enough. You need to focus on your content in keeping with your identity. To ace, the game of achieving audience engagement on Instagram gives your brand a strong visual branding and emphasizes the quality of your visual content marketing.
How do you build visual branding for your venture on Instagram?
To create a strong visual brand identity, you need to put in some thought. Your brand’s visual appeal can instantly generate a consumer impression of what your brand’s quality, personality, and business values may be like. What’s more, you can do it without the use of a single word.
Hence think of the following carefully:
• What do you want to showcase as your brand’s persona? Is your brand catering to the fun and lively? Does your business take a clean and minimalist approach to provide services? Is your target the rebellious youth? Are you an orthodox brand, or are you catering to a clientele that prefers out-of-the-box products and ideas?
• What colors, fonts, and display patterns suit your style the most? Give this some thought, so your visual appeal is stronger in the long run. Think about a logo, mascot, tagline, or any other identifiable graphic mark of your brand that has grown, or has the potential, to become the face of your brand.
• What will give your brand’s identity a visual edge over its competitors? Instagram is a popular platform for B2B and B2C businesses alike. This means that the niche you are targeting to influence is already filled with many people who have the same ultimate goals as you. How you visually brand yourself can make all the difference in convincing someone to check your feed and profile out. If your presence is strong enough, they might even click through and bring engagement to your website.
• What are your core values? Identify who you are, what you want your story presentation to be like, and what business ethics define you.
There is no denying that compelling visuals are winning over well-written words in digital marketing today. While the traditional combination brings excellent results, the visual is superseding the verbal in marketing campaigns across niche and business types. Building brands have become a lot easier through the use of visual content marketing.