Images in content marketing are changing the way that people engage with content. In the world of traditional content marketing a huge portion of text featuring bulks of paragraphs was sufficient enough to suit its audience. However in today’s content-heavy, information-heavy society where people are inundated with news, images and other forms of content coming at them from all directions, it is no longer acceptable to craft your content marketing campaigns without images, hashtags, polls or other forms of engaging content.
Some of the world’s most popular social media platforms are heavily visual orientated, including Pinterest and Instagram. On top of that, almost every social media post features a thumbnail image, while blog posts are inundated with eye-catching images designed to entice readers in further.
Many brands are realising the power and influence that images can have on how readers interact with content. Read on for 3 major visual trends that are set to influence the world of content marketing for the rest of 2015:
1. Wonderlust
This is a term in the content marketing world that recently started to trend. Wonderlust refers to a type of photography that captures stunning landscapes, the beauty of nature and exquisite travel locations. Sifting through Instagram, it is clear that ‘Wonderlust’ images are all the rage; these images transport you to another place and time, providing an experiential opportunity that truly immerses the viewer for a brief moment of time.
Many brands, particularly those in industries such as travel, fashion and sport, are taking every possible opportunity to capitalise on ‘wonderlust’ by filling their social media accounts and blog articles with compelling images designed to augment a campaign and boost that brand into the limelight.
2. Vanguardians
21st Century brands are always seeking ways to build trust with their audience. One of the easiest ways to do this is to offer a transparent brand that people can fall in love with.
Today’s consumers are passionate about where their products come from, how they are being made and whether or not they are environmentally sustainable. And many brands are learning to capitalise on this popular marketing trend by getting actively involved in socially and environmentally meaningful activities that resonate with viewers.
One highly popular and socially conscious company includes the world famous maker of ice cream, Ben & Jerry’s. Then there’s the popular shoe brand, TOM’s, who are dedicated to improving the lives of people in need through their sales of shoes.
3. Genderblend
Finally, we have Genderblend. Traditional content marketing was highly stereotypical, placing women in gender-specific roles, such as cooking in the kitchen or cleaning the house. Many of today’s modern content marketing campaigns focus on ‘genderblend’, where, for instance, a man might be seen hoovering a floor whilst tending to his children, or a woman might be shown in a high-power position in the office. Roles are merging and lines are becoming increasingly blurred, and content of this nature has become meaningful, appreciated and significant.
Summing Up
There is no right or wrong way to use images in content marketing and it’s important to ensure that your use of images corresponds appropriately with your brand and line of business. That being said, thinking outside of the box and taking the plunge with a unique, innovative visual approach in online marketing, could take your brand to places you never even imagined.
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