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In a world of unlimited information, attention has become a limited commodity. Constantly bombarded with new information, we’ve become selective about what we spend our time on and what bits of information we consume. A post or a website page must really stand out to make us linger on it for some time.
Digital marketers compete for readers’ attention and devise new methods and techniques to connect with their audiences. In the time of shortened attention spans, digital media assets are the fundamental tools that grab and hold readers’ attention. The success of visual content is steeped on our brains’ ability to process different forms of information ― we process visual information 60,000 times faster than plain text, and 90 percent of the information that sticks with us is visual.
By incorporating a wide range of visuals into a marketing campaign, digital marketers stand a greater chance of spiking readers’ interest as well as increasing the overall success of a campaign. Among various metrics for determining a campaign’s success, visual content has been known to improve click-through rates, conversion rates, time on page, engagement, and social shares. Let’s find out what all of these metrics mean, how digital media assets affect them, and which types of visuals should you choose to improve each metric.
A click-through rate is a common measure of the effectiveness of email marketing and online advertising campaigns for websites. It’s a ratio of the page, email, or advertising viewers who click on the link to the total number of viewers.
Taking into account how unpopular advertising banners are and how unlikely users are to click on them, you may consider incorporating advanced visual features into your banner to make it more appealing and relevant to users. GIFs and videos, for example, showcasing products or information will have an easier time catching users’ attention. For more precise audience targeting, you may also enrich your digital media with advanced formats, which adjust the displayed information according to the location and current events, for example.
A conversion rate is the percentage of website visitors who convert (buy a product, signup for a newsletter, make a comment, etc.) out of the total number of visitors. Thus, high conversion rates are indicative of successful marketing campaigns.
Working out a perfect headline, creating a strong call to action, and making it easy for users to act will have a positive effect on your conversion rates. Aside from these factors, conversion rates are highly sensitive to design details, such as the size and color of the buttons on a page and the proper position of various design elements. High-quality product images are a must for creating a visually appealing campaign.
Another successful tactic for improving conversion rates is to design homepages with videos embedded into them. Homepages with videos tend to outperform traditional layouts because they allow you to connect with your audience emotionally ― something that plain text and static images are not able to achieve. Videos are also a lot more effective at breaking down complex information. That characteristic is what made them so popular in the education sector.
Videos are helpful in presenting products from industries that are rather boring yet still necessary, such as insurance or plumbing services. In this case, a video could help viewers make important connections and enhance their comprehension of the product or service. The same principle applies to a truly exciting product, the value of which is impossible to convey with text alone.
Image via Flickr by mkhmarketing
Social shares are one of the important metrics of a successful social media marketing strategy and a measure of the audience’s engagement. A social shares metric refers to your advertising’s ability not only to generate new followers but also to stimulate users’ interactions, such as post sharing, retweeting, commenting, liking, and channel viewing.
Aside from having the right tools for your social media accounts, you must create high-quality content for your readers. It’s only when readers find value in your content that they become inclined to share your posts. In today’s world of shortened attention spans and fast-paced lifestyles, digital media assets are a must for presenting content in the most succinct form, without compromising the essence and details. Clever images, thorough infographics, and engaging videos are all social media favorites.
The time your visitors stay on the site is another indicator of their engagement and overall performance of your website. If visitors find something of value on your website or page, they will stay for a while. If readers leave your website or certain pages quickly, this could give you some clues on how to optimize your website and its content for greater appeal to readers.
Taking into account readers’ preference for visual content, consider sprucing up your content with a wide range of high-quality visual elements.
Content engagement is a broad term that measures how deeply readers are engaged with your content. While various metrics, such as time on site or social shares, could tell us about users’ level of engagement, they could also be misleading. For a more precise measurement of engagement, it is best to pay attention to conversion rates, scroll depth, and comments. We’ve already defined a conversion rate, and comments are self-explanatory. Scroll depth is a measure of how far readers scroll down a page.
Building on the fact that visuals grab our attention more easily than plain text and that our brains process visual information much faster, content with a mix of visual elements automatically becomes more engaging to readers. You may use images and infographics to clarify your point and to help readers digest complex concepts. Adding videos or GIFs could help you appeal to your audience’s emotions and relay more information in a short time. Interactives are great of showcasing your product or helping visitors get answers to their questions quickly.
Digital media is not only popular among marketing managers as an effective attention-grabbing tool. Readers also prefer visual content for its unparalleled benefits, such as better material comprehension, faster information processing, and an entertainment factor. Try enhancing your content with various digital media assets to help audiences learn about your brand and to improve your marketing success.