Visual Communication whic is the art of passing information to people through the use of gestures, images, signs, posters, copy and video, is the most effective way of passing on information, particularly because of how the human mind processes information and images.
Because visual communication has the power to spark memories and emotional connections, incorporate it into sharing of news, can mean the difference between being taken serious or not. Incorporating visual communication into your overall communication strategy is a very smart way to ensure that your message is more engaging and effective.
Recently, Forbes editors laid out the top marketing trends for 2018: Artificial intelligence, live video and voice search were among the top trends. What did they learn? Consumers want information, and they want it fast. How does one achieve this? Make it visual. Why? Because visuals have the power to pack a lot of information and emotion into a quick, digestible format.
With so much news sharing daily, you want to be able to achieve the above concisely, comprehensively and with the least possible effort from your audience in terms of consuming your news.
Use video to communicate instead of traditional formats
Instead of just a written message to impart your news, make it a video. It is more likely to be viewed and allows you to bring personality to your brand, whilst emparting newsworthy information.
Consider repackaging important information in a more modern, engaging way. Use infographics to highlight key stats and takeaways from complex data points.
With the online video boom and the rise of quick and easy sharing via social media channels, visual communication has emerged as the primary way to engage with today’s audiences. The speed with which visuals are being embraced is astounding: By January 2017, AdWeek was reporting that, in a survey of more than 300 marketers, 53% said that visual material was a part of 91-100% of their published content!
The best way to share your news is to go where your audiences spend the most time.
The first step, then, is building a target demographic for each piece of visual content and for your visual campaign as a whole. Age, gender, geographic location, income: All these factors can provide clues as to what types of media your target audience prefers.
The next step is to build a media use profile of your target group. And you might run into a few surprises along the way. For instance, Nielsen reports that Gen-Xers actually spend more time on social media — seven hours per week — than millennials do; the latter average six hours weekly. Meanwhile, females aged 18+ spend more time on media, and specifically on social media, than males do.
You’ll want to plan your visual strategy around media that is best consumed on your customers’ preferred sites whilst creating a news specific site for your own business as well. For social media, you might lean toward micro-narratives, GIFs and video, whereas for audiences and industries in which homepage visits are common, you might beef up your interactive content. And of course, you’ll want to ensure all your content is mobile-friendly, especially for millennial audiences.
Since 2013 alone, 50% of Facebook and Twitter users have used the platforms to access news, “snacking” on the stories that interest them, instead of having their content consumption driven by what’s on screen, or in the newspaper.
No longer can you feel safe in the knowledge that the old guard of consumers are still waiting to read your traditional columns in print. This is because the fastest growing demographic on Twitter is the 55 to 64 year olds, which has grown 79% since 2012.
What does all this mean for journalists?
If people are changing the way the consume their news, journalists need to change the way they report news and in the best interest of your business, you need to ensure that you control how and where journalists are sharing your newws.
In today’s landscape, 62% of journalists are required to write for online news, while 39% are expected to blog. Add that to the rising 52% of bloggers and freelance writers who now consider themselves journalists, and you’ve got a news consumption revolution just waiting to happen.
It is very interesting to note that only 20% of the news that your audience reads is actually retained. However, if you put that information into an image, suddenly the percentage of information takes a huge leap to 80%.
Managing traffic to your news-sharing sites is important to ensure that your news is actually consumed. Traffic can be split up into two parts: someone reading your article, and someone sharing your article.
Research by BuzzSumo, an online content marketing tool, discovered publishers and journalists that use Infographics see traffic that’s 12% higher than those that don’t.
In fact, images are becoming almost a requirement from readers, for them to even consider reading your article. Studies show that articles with images are 104% more likely to be read than those that don’t.
When it comes to social sharing, visual content also has an unprecedented power that the written word is unable to achieve. The power of images in modern communication is irrefutable. In the world of social media, visual content is 40 times more likely to get shared, and articles that feature an image every 75-100 words receive double the social media shares than those with text alone.
Lots of statistical information in this e-book, but vitally important to solidify the message that without visual communication, you’re not going to get your news out to as wide an audience as you’d hoped.