Visual content has established itself as the most impactful communication tool, meeting both the need for visibility of a business and entertainment for the public. But for it to be truly effective, it must still offer an original experience while remaining consistent with the values of a brand and its audience. Some examples and rules to follow to achieve this…
1. Be creative
It sounds obvious, but we can never remind you enough: visual content that works is first of all original content that we remember, whatever the medium. With its infographic on good editorial practices for a blog, LinkedIn responds effectively to this constraint by offering a quality visual and at least unexpected to deal with such a subject.
What you must remember : High definition visuals and an original angle in the treatment of the theme. Linkedin succeeds in capturing our attention before making us digest a certain amount of information. Creativity is not necessarily reinventing things, but simply showing them differently.
2. Tell a story
Well aware that we are in an era of “emotional communication”, brands no longer hesitate to tell a story to reach their audience. To this end, visual content seems appropriate, because it allows to immerse a spectator in a specific universe. With its video Childs of the 90s, Microsoft takes us on a nostalgic narrative in pursuit of the objects that made our childhood.
What you must remember : It is not the video itself or its quality that marks here, but what it evokes. By a simple succession of cultural and iconic objects, the brand is part of the memory and the history of a generation, until today. A production whose simplicity of production is enhanced by the quality of the narration.
3. Co-create your content
You don’t necessarily have to continually create content for it to be of interest: the content race is not a sprint, but rather a team race, and more precisely with your audience. The bracelet maker Lokai gives a very good illustration of this on his Instagram account by publishing the creations of his own fans and customers.
What you must remember : The more collaborative the content, the more impact it will have on your audience. Consumer photos bring credibility and solidarity: you consolidate a community that instantly gives you back.
4. Submit an experience
Visual content is good. Sharing visual content is better. And visual content that lives, even better! On Instagram, Mercedes Benz thus proposed to Internet users to “create” their personalized model from a selection of visuals. What if you let your customers share their creations themselves … but also open up a dialogue with them to generate new ideas?
What you must remember : the brand seeks public engagement to enhance its product: its characteristics decline as the user plays with the visuals made available to them. This allows immersion in the Mercedez universe and a double experience: that of the driver (we choose “his” car) and that of the manufacturer (we “make it”). Simple to use, inexpensive to implement, fun to play and ideal for promoting a new product!
5. Dare new uses!
In recent years, visual formats and their uses have continued to evolve, even generating new types of communication. This is particularly the case with emojis (or “emoticons”), these characters which are widely used on mobiles and social networks. Given the popularity of these little visuals, Domino’s Pizza has not hesitated to use it to complete its service and allow its customers to order by simply posting the emoji “pizza” to the brand.
What you must remember : the visual is not just an aesthetic addition that makes your communication more desirable. The visual is also a real way to start a conversation with your audience and to transform it into an act of purchase.
The video below explains how Domino’s Pizza broke the rules by offering its customers to order a pizza with a simple emoji.