There’s no doubt that social media posts with visually appealing content are more effective than those with lower quality visual content. People are more likely to stop scrolling to look at a good picture or video than to read a post.
It is well known that 90% of the information that the human brain processes is visual in nature, let’s not forget that before the advent of various forms of writing, humans also communicated visually through pictograms. The human brain also processes images 60,000 times faster than text.
Coming back to content posted on social media, we all want our posts to be as engaging as possible for users, so we offer a guide to help you create effective visual content and increase engagement on your platforms.
Consider the story, not just the visuals
Storytelling, or visual storytelling, is not just about images. All visual elements must be coherent and tell a story, convey a message. A visually pleasing layout isn’t enough to increase your following and engagement, your visual content needs to have a narrative thread that, even if it’s not very obvious, can still be followed by the user.
Align visual content with marketing strategy
Every visual element you post must have a purpose within your overall marketing strategy and must be consistent with your brand. This includes the visual identity of the brand, but also the overall tone and approach.
Posting visually appealing content is not enough, any image must have a compelling rationale and be consistent with the overall direction and overall visual story.
Keep in mind the basics of graphic design
Every time you create visual content, you need to remember the basic principles of graphic design, because these are the guidelines that allow you to be creative without risking an ineffective result.
Here, then, are the principles you should always bear in mind:
- Make sure you leave enough white space. The lack of negative space makes the image look cluttered, busy and hard to follow, plus it gives the impression of lack of professionalism
- Use harmonious and effective colour palettes, and to do this choose complementary colours and also don’t neglect the colours of the brand’s visual identity.
- Choose fonts carefully, those that fit the visual identity of the brand are a good starting point, but don’t forget that it is essential that the text is easy to read
Choose the right sizes
Each social media platform has its own specifications when it comes to images. Get informed and adapt your image sizes to suit each platform. Otherwise, you run the risk of your image looking unattractive and ineffective.
Tailor your content to your target audience
It is essential to know the profile of your followers as well as those you want to attract. Get a clear idea of who your audience is and what their expectations and preferences are, and tailor your content to attract the most followers.
Feedback
You can use visual content to increase follower engagement, but you can also use their feedback to adapt and improve your posts. Be open and adapt to get better and better
Be creative
Keep in mind all the basics and guidelines, but don’t forget to use your creativity. There’s an awful lot of visual content on social media platforms, so you need to be creative to stand out from the crowd, stand out and demonstrate your uniqueness.