Engaging visuals could transform your marketing – we’ve (literally) seen it happen
Here’s a question: have you ever heard of the ‘goldfish effect’?
According to recent research, the average human attention span is now shorter than a goldfish’s – decreasing from 12 seconds in 2000 to just 8.25 seconds. This is a reduction of nearly 25% in just 25 years.
Whatever the reason for this shift (looking at you, TikTok), it’s now more important than ever for B2B marketers to grab and retain their audience’s interest.
And that starts with embracing visual content. Keep reading to discover three reasons why visual content could be your biggest untapped opportunity.
1. Visual content simplifies the complex
As the saying goes, a picture is worth a thousand words.
In the B2B world, this is especially true. With highly technical products and services, B2B brands often find themselves bogged down by complex concepts, jargon and statistics.
And while these elements are essential for conveying your message, they can also overcomplicate it.
That’s where visual content comes in. Infographics, explainer videos and diagrams can break down even the most intricate ideas into easily digestible, engaging content.
2. Most people are visual learners
It should come as no surprise: when your content catches people’s eyes, it’s more likely to stick in their brains.
Studies in cognitive psychology have found that 65% of individuals learn best through visual means. Even for those who don’t, the use of visuals has been found to improve learning by up to 400%.
So, while a catchy tagline or well-written article can work wonders, pairing it with compelling visuals is sure to make your message even more memorable.
3. Visual content gets more engagement
The stats don’t lie – audiences are crying out for visual content:
- Posts with images on social media platforms receive 650% more engagement than text-only posts.
- Articles featuring visuals receive 94% more views than those without.
- Including videos on landing pages can boost conversions by up to 86%.
These findings make one thing very clear: integrating images, videos and other visuals into your content strategy will boost engagement.
Whether enhancing social media posts, written articles or landing pages, exciting visuals help ensure your content meets your audience’s needs – and ultimately, encourages them to interact with your brand.
Striking visuals = standout campaign
Here at The Think Tank, we understand the power of visuals. Our Welcome to the Fast Lane campaign with industrial additive manufacturing solutions provider, Additive Industries, is a prime example of how bold imagery can bring a brand story to life.
Paired with powerful, punchy copy, our sleek F1 visuals effectively showcased the capabilities of the brand’s 3D metal printers – and ensured our ad wouldn’t be quickly forgotten.
Final thoughts
However you decide to use it, visual content is your key to unlocking exciting campaigns, stronger narratives and most importantly, better engagement.
Think beyond static images—videos, motion graphics and interactive infographics can create a more immersive experience for your audience. The more engaging your content, the more likely they are to consume, share and act on it.
Isn’t that what all B2B marketers want?
If you’re ready to bring your marketing to life, get in touch with us today.
