Compared to text, human beings, biologically, are more capable of absorbing visual information. Statistically speaking, the human brain processes images 60,000 times faster than text and 90 percent of the overall transmitted information to the brain is visual.
More and more businesses are incorporating illustrations in their marketing strategies and are witnessing a major boost when it comes to user engagement. Studies reveal that a post with an image is likely to receive 94 percent more views compared to an update sans any picture. When it comes to e-commerce, 67 percent consumers say that the quality of a product’s photograph is a ‘very important’ factor while buying any product.
Additionally, websites with a video(s) embedded in them rank higher in Google search results.
The above data does highlight the significance of images, info-graphics, videos, animations etc.; however, if care is not taken while selecting them, they may have the opposite effect.
Here are 4 main reasons why you should wisely select the visuals for your business:
1. Heavy Images Increase the Loading Time of Your Page
If you are going for high-resolution images for your website, rest assured they will lead to an increase in the loading time of your page. Statistics reveal 53 percent mobile users leave a webpage if it takes more than 3 seconds to load. Meanwhile, for an e-commerce website, the window is only 2 seconds.
Juxtaposing the above empirical data with the significance of images in digital marketing makes a perfect case for a Catch 22 situation.
However, the situation can be salvaged by using lighter images. In any case, one should not inundate a page with multiple visuals that will further slow down the loading speed.
2. Images Carry Different Meaning for Different People
It is risky for global businesses to use the same images in order to appeal to people of different regions. This is because the same image may have different connotations in different cultures. For example, for Native Americans, the photograph of a pig will signify abundance and fertility as they consider pigs as harbinger of rains; however, the same picture would create repulsion among the people in the Middle East, as most Muslims see a pig as an unclean and filthy animal.
Always consider the cultural practices and sensitivities of people while choosing images, or else, it may backfire.
3. People Watch Videos Mute
By 2019, 80 percent of the internet traffic will be video traffic. Videos are indeed one of the most effective ways to engage users; however, one should be aware of the interesting statistics associated with them.
85 percent of the Facebook videos are watched mute. One of the reasons behind such a high figure is that people access sites from offices, and in most of the cases, it is not possible to turn on the audio. Besides, videos with subtitles boost comprehension and fare very well when it comes to engaging the user.
Additionally, subtitled videos have 16 percent greater reach than the ones that do not have subtitles.
Always make it a point to have subtitles in your videos.
4. Customer’s Attention Span is Short
The internet has revolutionized the way we consume information. The data produced in the past two years accounts for 90 percent of the world’s total data. This sheer bombardment of information has resulted in a significant reduction in the attention span of people, which basically means that you have less time to convince a user.
Hence, if you are making a video, make sure that its length is less than one minute; if it is an info-graphic, see to it that it is not too long or complicated; if it is an image, make sure it does not have too much text written on it.
Make it short, crisp and engaging.
Visuals are indeed your best arsenal when it comes to enticing your target audience. However, with the change in time, the rules of the game have undergone a flip too.
Visuals are indispensable for your business growth; make sure you are using them just right.