written by
Zuzana Hudecova

The Impact of Visual Content to Drive Engagement and Conversions

Content Marketing 8 min read

Visual content has become an essential part of any successful marketing strategy. In today's digital age, where attention spans are shorter than ever, visual content can help capture and retain the attention of your target audience. Nevertheless visual content is 40 times more likely to be shared on social media than other types of content.

In this article, we'll explore the importance of visual content and provide insights on how to effectively incorporate it into your marketing strategy.

Source: Pexels

Benefits of Visual Content

The advantages of incorporating visual content into your business's marketing strategy are vast and cannot be overstated. In fact, visual content has become a cornerstone of modern marketing, with research showing that it is an essential element in capturing the attention and interest of potential customers.

Here are a few key benefits to keep in mind:

Increased engagement

Visual content has been shown to increase engagement rates across social media platforms, email marketing, and other digital channels. In fact, tweets with images receive 150% more retweets than those without.

Better retention

People remember visuals better than text alone. Studies have shown that when people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retain 65% of the information three days later.

Higher conversion rates

Visual content can help drive conversions by making it easier for people to understand and relate to your message. Landing pages with videos have been shown to increase conversions by up to 80%.

Why Visual Content is So Effective?

There are several reasons why visual content is so effective in marketing:

  • Attention-grabbing: Visuals can grab the viewer's attention much faster and more effectively than text alone. This is because the human brain can process visual information much faster than text.
  • Memorable: Visual content is more likely to be remembered than text alone. This is because images and videos can evoke emotions and trigger memories in a way that text alone cannot.
  • Shareable: Visual information is more likely to be shared on social media than text alone. This is because it is more visually appealing and can convey information more quickly and easily.
  • Versatile: Visual content can be used in a variety of ways, from social media posts and blog articles to infographics and videos. This makes it a versatile tool that can be used to engage audiences across multiple platforms.

Types of Visual Content

Now that we've covered the benefits, let's take a look at the different types of visual content you can use in your marketing strategy.


Images are the bread and butter of visual content marketing. They are great for catching the eye and drawing attention to your message. When using images, it's important to choose high-quality, relevant images that fit your brand's tone and personality. A picture is worth a thousand words, but make sure it's the right thousand words!


Videos are one of the most engaging types of visual information. They can be used to tell a story, showcase products or services, and evoke emotions in your audience. Statistics show, 68% of consumers said they prefer to learn about a new product or service through a short video. The key to a successful video is keeping it short and sweet. No one wants to watch a long, drawn-out video. Keep it snappy and on-point.


Infographics are a visually appealing way to present complex information. We can use them to showcase data, explain a process, or tell a story. A good infographic should be easy to understand and visually engaging. Plus, they're perfect for social media sharing.


Memes are a form of visuals that have exploded in popularity in recent years. They're a fun way to connect with your audience and add humor to your marketing message. However, it's important to use them appropriately and in good taste. A poorly executed meme can quickly turn off your audience.

Interactive content

Interactive content is a type of visuals that engages your audience and encourages them to participate in the experience. Examples include quizzes, polls, and interactive infographics. Therefore, interactive content is great for increasing engagement and building brand awareness.

User-generated content

User-generated content (UGC) is content that is created by your audience. It can be in the form of images, videos, or reviews. UGC is great for building trust with your audience and showing off your brand's personality. Plus, it's a great way to get free content!


GIFs are a fun and creative way to add personality to your content. They can be used to convey emotion, showcase a product, or add humor to your message. A well-placed GIF can turn an ordinary message into a viral sensation. Just make sure the GIF you choose is relevant and fits your brand's personality.

Source: Giphy

Tips To Create Effective Visual Content

Here are three key tips for creating effective visual content that will capture your audience's attention and help drive your marketing efforts forward.

Keep it Simple

In the age of content overload, it's important to create visuals that stands out from the crowd. One key to creating effective visual content is to keep it simple. While it may be tempting to try to cram as much information as possible into your visuals, doing so can actually backfire and lead to confusion and disinterest from your audience. Instead, focus on creating visuals that are concise, clear, and easy to understand.

Use High-Quality Images and Videos

Another important factor in creating effective visual content is using high-quality videos and images. Poorly lit, blurry, or pixelated visuals can undermine the credibility of your brand and leave a negative impression on your audience. By investing in high-quality visuals that look professional and align with your brand, you can ensure that your visual content makes a positive impact and leaves a lasting impression on your audience.

Repurpose Existing Content

Repurposing existing content into visuals is also a great way to create effective visuals while saving time and resources. For example, you can take a blog post and turn it into an infographic or a short video, or you can take a customer testimonial and turn it into a visually appealing social media post. By repurposing existing content, you can create a variety of visuals that appeals to different audiences and helps to reinforce your brand message across different channels.

How to Incorporate Visual Content into Your Marketing Strategy

Incorporating visual information into your marketing strategy can seem daunting, but by following these steps and staying consistent, you can create engaging and effective visual content that helps you achieve your marketing goals.

1. Define your goals and target audience

Before creating any visual content, it's important to define what you want to achieve with it and who you want to reach. This will help you tailor your content to your audience's interests and preferences.

2. Conduct research

Research the type of visuals that resonates with your target audience. Look at what your competitors are doing and what visual content is popular in your industry. This will help you identify what type of visual content will work best for your brand.

Darshan Somashekar, founder of Hearts.land explains, “We create classic card games, and our user base tends to be older. At first, we used video to help explain gameplay, but we found that simple animated GIFs were much more effective for our users.”

3. Develop a strategy

Based on your research, develop a visual content strategy that aligns with your goals and target audience. This strategy should include the type of visual content you will create, the platforms you will use, and the frequency of your posts.

4. Create your visual content

Now it's time to create your visuals. Whether it's images, videos, infographics, or other visual formats, make sure they align with your brand and message. Use high-quality visuals that look professional and engaging.

5. Optimize your content for each platform

Each platform has its own specifications and best practices for visual content. Make sure you optimize your content for each platform you use to ensure it looks its best and is most effective.

6. Promote and share your content

Once you have created and optimized your visuals, it's time to promote and share it. Share your visual content on social media, your website, and other relevant platforms to reach your target audience.

7. Monitor and analyze your results

Finally, monitor and analyze your visual content's performance to see what's working and what's not. Use this information to refine your visual content strategy and create even more effective visual content in the future.

Measuring the Effectiveness of Visual Content

To effectively measure the effectiveness of visual content, it's important to establish clear goals and objectives at the outset. This will help you determine the metrics that are most relevant to your specific situation.

Once you have your goals in mind, you can start tracking various metrics to gauge the effectiveness of your visual content:

Engagement rates

One important metric to track is engagement rates, which refers to the number of likes, comments, shares, and other forms of engagement your visuals receive. High engagement rates indicate that your content is resonating with your audience and is likely to be shared more widely.

Click-through rates

Another important metric to track is click-through rates. This metric measures how many people click through to your website or landing page from your visual content. A high click-through rate indicates that it is effective at driving traffic to your website and increasing brand awareness.

Conversion rates

Conversion rates are an important metric to track as they measure how many people take a desired action, such as filling out a form or making a purchase. This metric is particularly important for businesses that are looking to generate leads or drive sales.

To measure these metrics effectively, you can use a variety of tools such as Google Analytics, social media analytics, and marketing automation software. By regularly tracking these metrics and adjusting your visual strategy accordingly, you can ensure that your visuals are both engaging and effective at achieving your business goals.


Visual content is a powerful tool in modern marketing. It can help you cut through the noise and engage with your audience in a more effective way. By incorporating visual content into your marketing strategy, you can increase engagement, drive conversions, and build brand awareness. Whether you use images, videos, infographics, or visual ads, make sure you make visual content a key part of your marketing efforts.