Not all visual content is created equal. Tailoring your content to match your marketing gives your marketing a professional polish you need. Our friends at Visme show how to tailor visual content for different marketing channels.
We’ve all heard it before: People retain visual information far better than text.
The problem is that not all visuals manage to hit home.
A funny meme that went viral on Facebook might not do so well on LinkedIn.
In the same way, an infographic on your blog might get a lot more attention than if you posted it on Instagram.
The point is, every channel is different. The one-size-fits-all strategy simply doesn’t apply to marketing anymore.
But most marketers still struggle with creating and sharing the right visuals with their audiences, especially when dealing with multiple platforms.
According to a study, 86% of marketers agree that the “type of channel” is important when selecting images for their visual campaigns.
But 78% still share the same image across most, if not all, of their marketing channels!
If you don’t tailor visual content to perform its best on each platform, you might not be able to see the results you’re working for.
This article will show you how exactly you can optimize (and repurpose) visual content to use on different marketing channels and achieve maximum impact.
Mobile-friendly visuals are no longer an option, they’re a necessity.
Nine out of ten social media users are on mobile. If your images and videos don’t work well on their small screens, you might as well just tell your marketing team to pack their bags.
But effective visuals are much more than just mobile-friendly. They are relevant to both the audience and the platform.
Let’s get into the details of what creating relevant visual content is all about.
When sharing visuals across multiple platforms, you have two options:
Creating original content from scratch is great, but it takes time.
And if you just post it once on a single channel and forget about it, you’re wasting its potential.
That’s exactly why repurposing content is so effective. In fact, 29% of marketers systematically repurpose existing content.
Reusing content helps you extend your reach, improve your SEO, and save tons of your precious time and energy trying to constantly come up with new ideas.
With visual content, though, it gets a bit trickier.
Even if it takes you weeks to create an amazing graphic, there are multiple factors to consider before you start sharing it across different channels, such as:
Let’s take a look at some of the major digital marketing channels used for posting visual content, along with tips on how to tailor your images and videos for each one.
With nearly 2.5 billion monthly active users, Facebook offers the widest audience reach in the world.
That said, it’s important to remember that the popular social platform has always been about community, relationships and engagement.
People don’t log in every single day to be sold to. They go on Facebook to catch up with friends and family, and to be entertained.
And if they find something worthwhile, guess what they’ll do…
They’ll share it!
This is exactly why humorous or relatable content tends to go viral on Facebook.
Remember, your audience is scrolling down a news feed full of content. Your visual needs to be snackable and eye-catching. At the same time, it should be engaging and have the ability to spark conversation (think: memes.)
Here are some tips on tailoring visual content for Facebook:
Although it’s owned by Facebook, Instagram is completely different from its parent company.
For starters, the platform is mobile-first and predominantly visual. Forget text-only posts—Instagram is all about stories, photos, videos and quirky boomerangs.
Plus, Instagram caters to a much younger audience than most other platforms; the majority of Instagram users are 18 to 34 years old, who are constantly on the lookout for new ideas and inspiration.
Here are some tips on tailoring visual content for Instagram:
Most people use Twitter for quick updates and news about trending topics. It’s also a popular place for interacting with brands, asking questions and reaching out for customer support.
But that doesn’t make visuals any less important. According to Buffer, tweets with images received 150% more retweets than tweets without images.
Also, things on Twitter move quickly—posting frequently on the platform is key to getting noticed and highlighting your content.
Here are some tips on tailoring visual content for Twitter:
LinkedIn isn’t exactly your typical social platform. It’s more professional and business-oriented. This also explains why the majority of LinkedIn users are aged 30+.
When sharing visual content on LinkedIn, you need to remember that people aren’t here for entertainment or casual conversation.
They’re here to network with like-minded professionals and to find out more about companies and their employees.
Your visuals should have a strong purpose and be relevant to your business, products and services.
Here are some tips on tailoring visual content for LinkedIn:
Having a company blog is a great way to provide value to your visitors.
Posting high-quality content on your blog helps you educate customers about your products and services, establish yourself as an expert in your niche, and rank higher on search engine results.
But too much text can get boring real fast.
Adding visual content to your blog posts can boost engagement by up to 650% and make your content more readable.
Here are some tips on tailoring visual content for your blog:
You’re not the only company sending out emails to your customers.
Their inboxes are probably flooded by emails every single day. Do you really think a boring, text-based email is enough to catch their attention?
Visuals can spruce up your email by making it more interesting and engaging.
They’re also great for getting your message across quickly—the average subscriber spends only 11 seconds reading an email.
Here are some tips on tailoring visual content for emails:
Creating high-quality, original content takes time—don’t let your efforts (and money) go to waste by sharing the same file everywhere.
Make sure you optimize each visual to perform its best on whichever channel you share it on. Keep in mind all the factors that are unique to each marketing channel to guide your images and videos.
And that’s a wrap. You’re ready to start designing high-performing visual content of your own. Happy creating!
Author: Mahnoor Sheikh
Bio: Mahnoor is a Content Marketing Manager at Visme. She loves to write about digital marketing, branding and visual design, and is passionate about tea, kittens and traveling with her husband.