Experts predict that, in 2017, content marketing will be tougher than ever. Thought leaders like Mark Schaefer even consider the possibility of content marketing being unsustainable in the near future. In what he describes as the “Content Shock”, Schaefer predicted that there’ll soon be more content on the internet than people can ever consume.
True – everyone knows that the world of online business gets more competitive by the minute. But that doesn’t mean it’ll be impossible to cut through the content noise.
In an interview done by Mention, Rand Fishkin of Moz says “content marketers are going to have to be more unique with the types of content they create. They’re going to have to get higher quality, and more niche – serving smaller and smaller interest groups, but doing a better job of serving each of those.”
If you want the online audience to notice your brand, you need to have the best possible content you can offer. Stop relying on generic blog posts and diversify your strategy with different content types.
This 2017, evidence suggests that visual is the way to go if you want to keep your brand afloat:
1. 55% Of Viewers Consume Video Content Thoroughly
It shouldn’t be surprising that videos are the best when it comes to engagement. After all, they can incorporate all forms of visual and audio elements in a single piece.
According to statistics, 55% of viewers will consume video content thoroughly – the highest among popular content types such as news articles (49%), online classes (37%), and blog posts (29%). Furthermore, 4 times as many consumers prefer watching videos about a product over reading a text-based article.
Of course, videos must be well-structured to be effective. The intro must captivate the audience, the body must convey a brand’s message, the conclusion should encourage action, and all of these must be accomplished without making the video too long.
Most importantly, videos must be made with utmost dedication to quality and relevance. For ideas on how to create your first video, click here.
2. Live Videos On Facebook Get 3X More Watch Time Than Traditional Videos
Although live streaming apps like Periscope have been around for a while, it was Facebook Live that gave rise to live videos in social media. Statistics show that users spend 3x more time watching Facebook Live videos than recorded ones.
One of the main reasons for this is that live videos offer exclusivity. It’s true that live videos are available for replay once they’re uploaded, but being “in the moment” allows your audience to truly connect with your brand. As a result, live videos also get 10x more comments than regular videos.
A simple way to utilize live videos is to have employee advocates stream company events and get-togethers. An employee advocate is someone who openly promotes your brand to his or her online sphere of influence.
3. 85% Of Facebook Videos Are Played Without Sound
Another thing to remember if you’re planning to use videos in social media – 85% of videos on Facebook are watched without sound. If you’re an active Facebook user, then it shouldn’t be hard to see why. As you browse your news feed, video content plays automatically while muted as to not disrupt the user experience.
That said, make sure your video content also relies on visual components to communicate your message, especially when it comes to the first few seconds. Alternatively, make sure you create captions by uploading your own SRT files.
To do this, upload your video and go to Options > Edit this video and click Choose File below Upload SRT files.
4. A 360° Video Gets 29% More Views Than The Same Video With A Traditional Format
Virtual reality or VR is often seen by marketers as the next step in visual marketing. After all, it is the only thing that can outgun video content—theoretically speaking—in terms of engagement.
According to a case study conducted by Magnifyre, 360° videos get 29% more views than regular videos, even if they basically show the same content. The hype of virtual reality may have something to do with this, but additional data shows that the VR industry will get even bigger in the upcoming years.
To produce 360° videos, you’ll need a special set of cameras as well as spatial audio tools. Alternatively, you can create 360° images using a tool like Google Street View or panorama shots with iOS and Samsung Galaxy devices.
5. Instagram Still Leads In Terms Of User Interaction (2.261%)
Facebook’s recent exploits with VR may have boosted its user interaction rate from 0.073% to 0.216%, but it’s still lagging behind Instagram when it comes to brand interaction rate. To be fair, it is a visual content distribution channel by design, which is why it’s the perfect platform if you’re planning to publish images, videos, or even 360-degree videos in the future.
Additionally, Instagram is perfect for hosting social media hashtag contests. This is a great way to boost brand awareness, win more followers, and earn user-generated content – all at the same time.
You can refer to this post on Wishpond for strategies and examples. To gauge the effectiveness of your social media contest, you can rely on Instagram statistics tools or specify KPIs (Key Performance Indicators) during the planning stages.
6. Infographics Receive 3X More Engagement In Social Media Than Any Other Content Type
If you’re looking for a simpler way to leverage visual content for marketing, then you should consider using infographics. According to statistics, these are shared 3x more than any other visual content in social media. Additionally, there are online tools like Canva that can help you create infographics without prior design experience.
Just remember that hiring a professional designer or freelancer is still the best way to go, especially if you want infographics that stand out.
Final Words
As a rule of thumb, always assume that your competitors are working nonstop. They keep on researching, brainstorming, and developing content strategies that could knock off your brand’s relevance if you don’t keep up.
Hand-Picked Related Articles:
- 10 Ways You Can Use Visual Content To Skyrocket Your Website Traffic
- What Is Visual Content Marketing
- How to Make Your Visual Content Stand Out On Social Media
* Adapted lead image: 
