Financial Data
Updated 29 Feb 2020

Why visual content is a game changer for businesses

We live in a world where information confronts us at every turn. The human brain simply cannot cope with this amount of information and has developed a subconscious ability to filter out what is, and what isn't important. It’s time you leveraged visual. 

Andrew Mackenzie, 06 January 2018  Share  0 comments  Print

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90% of information sent to the brain is visual, and the brain processes visuals 60 000 times faster than text. It should, therefore, be no surprise that recent studies indicate that content with visuals receive 94% more views, and are 40% more likely to be shared on social networks.

In an age of instant gratification, and where time is a luxury, the average person reads only 20% of copy on standard web pages. Added to this, we only retain 20% of what we read and 10% of what we hear.

In comparison, we retain 80% of what we see, and 40% of people respond to visual information better than plain text, and up to 65% of people are visual learners.

This trend is also evident on Slideshare, the world’s leading presentation sharing platform, where images in presentations increased from 53% in 2012/13 to 83% today.

Related: The Content Agency shedding a light on content marketing

Why (video) visuals work

The magic of motion adds even more equity to visual communication. It is 50 times easier to get a video to rank on the first page of Google. Video also plays a huge part in our consumption behavior with YouTube experiencing more than a billion unique visitors every month, and it is ranked as the second largest search engine. V

Video content is also the new go to asset on social media platforms. This trend also extends into e-commerce where 90% of online shoppers say that they find videos helpful in making decisions, and 75% of executives claim to watch work-related videos at least once a week.

In the last few years, Infographics have also been proven to be a very effective form of visual communication. Infographics can improve website traffic by 12%, and in the past five years, Google searches for infographics have increased 25 times over.

We can put this down to the combination of visual elements and short snippets of relevant text, with information that can be quickly and easily absorbed. So, when planning your next content strategy, be sure to include a bias towards engaging visuals, video content, and infographics, it will make your brand more memorable and engaging.

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About the author

Andrew Mackenzie

As the chief cat-herder of a team of creatives, Andrew has to constantly maintain an objective view on creative concepts, always aiming at big ideas that work for clients. He relies on almost two decades of experience, from his junior designer beginnings through to his current speciality – through-the-line advertising. A people person to his core, Andrew’s skill is drawing the best out of the creative teams he oversees. And how well is he doing it? We’ll let the awards speak for themselves, from the pinnacle of local and international awards shows, including wins at the Loeries, Assegais, Clio's, Epicas and Cannes to name a few.

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