In this digital age, technology allows us to share and create more photos and videos than ever before and we love it. So when it comes to marketing, is it all about the visual now, or is the copy still just as important?
It is now fair to say that our love of photos and visual elements has grown over the years. Which begs the question: are they now more important than copy text?
Advancements in technology mean that over 3 billion of us use the internet and we all know that Facebook, Twitter, Flickr, Instagram and Youtube have taken the world by storm.
With this in mind, it can be said that the visual is very important when grasping the attention of 21st century minds. Videos, pictures and infographics are key in getting across a companys message.
For example, Moz, a CEO consulting company, says that posts with videos attract three times more In Linking Domains (websites that link to you) than a plain text post. Dan Zarella, a HubSpot social media scientist, says that on Facebook, photos perform better in likes, shares and comments than text.
The importance of a strong visual
In a world where photos, infographics and videos are shared everyday, it would seem that joining in with this popular habit and focusing simply on the visual is an effective way to reach your target audience.
However it is important to remember that as we now live in a more visual world, images can be lost amongst the millions. Therefore it is important for any business to remember that the images you broadcast must be strong, stand out amongst the crowd and tap in to your market. It needs to be memorable and reflect your brand and what it is trying to achieve. You want a visual that will make people talk about you.
Furthermore, the times have changed where people find themselves with busy lives, resulting in less time to pay close attention to what youre trying to convey. So your image or video must either get across your message in a short space of time, or be strong enough that you force your audience to pause their lives and focus on your campaign.
The last point that was made can also be said for copy text. Peoples attention spans in a hectic world are not what they once were; whilst we are on the go, we may not have time to read whole paragraphs. Furthermore, the popularity of Twitter and Facebook means that we are used to seeing a message displayed within a few lines or 140 characters. Short, snappy sentences are what people are used to seeing every day.
This is why headlines are important in website advertising. According to CopyBlogger, a site which teaches people about producing better content marketing, 8 out of 10 people will read the website headline, but only 2 out of 10 people will read the rest of the text.
Therefore it is important for the copywriter to produce attractive, strong text; people are drawn in by the headline, but good copy is also needed to keep the audience interested.
Make sure the words count
We know the phrase a picture says a thousand words. However, if there is no text, then these thousand words can be interpreted differently. In marketing, a company has a strict message it wants to convey in its campaign. That is why it is key that it is also conveyed in writing; the target audience understands clearly what the brand is trying to promote and what they are about.
When selling a product, the image of course is essential in demonstrating what a product looks like, but the copy helps to draw people in further. Particular phrases and keywords can enhance the attention of the target audience. For example, Econsultancy, an online marketing consultancy, found that when Schuh altered Buy now to Add to bag, it led to a 17% increase in people adding products to their check-out list. Also a statistic by Robert Cialdini, a professor of psychology and marketing, found that by giving people a reason why they should sign up simply by adding the word because and then an explanation, increased agreement from 60% to 94%.
In todays world, images are everywhere. With the increase in social media, photos, videos and info graphics are more popular than text. However the message of a campaign cannot simply be conveyed through an image. Strong, attractive headlines and to-the-point body text are just as important.
Arguably, visual elements are more important in grasping the attention of the audience, however copy is needed to keep the focus going. It is obvious to say that the nature of the company will affect whether more visual or text is used. At Mosquito copywriters and art directors always work together very closely, since we believe that both copy and visuals must be used effectively to complement each other in persuading, attracting and making the public aware of what you are trying to say.