We often say that text is important when creating content for Social Media Marketing. But the visual is as important as the caption of your post. The visual of a post is what grabs the eye quickly at first and then comes the text. It often is the scroll-stopper and might stay in mind the longest. Whether it is a simple picture, an infographic, a carousel or a video, your visual content needs to be well-made.
Images and videos have the power to captivate and engage audiences in ways that text alone can’t achieve.
But keep in mind that it does not mean that you should put less focus on your texts. No, of course not. It simply means to put the same focus on both your visuals and your texts. They both go hand-in-hand.
You probably have a lot of content marketing ideas when it comes to the choice of your visual. Your visual could be colourful (or not), with pictures of real people (or not), minimalist (or not). You can actually choose any type of content you want in order to match with your brand identity.
But there still is criteria to take into consideration when working on and editing your visuals.
When you created your accounts on Social Media you probably already prepared your corporate design with colors that match your brand. You want to use them as much as possible because it will be easier for your audience to recognize you. But keep in mind, colors are not perceived the same everywhere. Some have positive meanings in some countries, and negative meanings in others.
For example, yellow is associated with sunshine and good weather in Europe and North America. But in the Middle East, it can sometimes represent mourning. Green can also have different connotations. In Western Europe, it is mostly associated with good luck while in South America, in some cultures the color green is associated with death.
So be careful when you pick a color for your visual, depending on the topic you are talking about. The chosen color might add a negative meaning or it simply won’t have the same meaning for everyone.
Also cultural dimensions by different scientists can serve as a helpful orientation for your visual content.
For example, they might give you a hint whether to portray groups in your photos or have more personal pictures, which perspectives make more sense for what dynamic in the photos…
Of course, not everyone from a target country thinks the same, it can differ from person to person. But it is also important to see it from a broader point of view and make use of the available data. Those elements are still interesting to think about, when working on your visuals and content for marketing.
In addition to colors and cultural elements, your visuals should also be accessible, easy to read and to understand.
The visual is just as important as the text. And even more so when a company wants to go global.
And always remember: a picture is worth a thousand words.
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