There is no doubt that visuals are the most popular type of content on social media. According to a Statista study, carousel posts with videos and images generated the highest engagement rate in 2023. Besides, visual content helps users emotionally connect with a brand. You can also tell a story more effectively and efficiently using videos than text in a way that people can easily understand.

Statistics also indicate that video and image content generates more shares than image-based content. However, unlike many creators, using visuals on social media involves more than just posting an image or a video. This article will guide you on using visual content for your social media strategy.

What is Visual Social Media Content?

Visual content refers to content consisting of images or any other visual element. Some of the top types of visual content include:

Images

Images remain the most popular type of content on most social media platforms. One benefit of using images in your content is that they help users remember your messages. According to research, people only remember 10% of text posts after 72 hours. However, they can retain 65% of the same information after 72 hours if it is paired with a fitting image. That's why your social media content plan should also include images.

You can use images to create different kinds of content, such as:

• Product images.
• Behind-the-scene peek.
• Visual storytelling.
• Customer’s photos.

Social media photos will enable you to add a personal touch to your account, allowing the users to connect emotionally with it and engage more with your brand.

Videos

In recent years, there has been an explosion in the popularity of video content, driven mainly by visual social media sites such as TikTok, Instagram, and YouTube. Many social media users also love that videos are more engaging. Video content can capture audiences' attention more effectively than images or text. Videos also enable brands to connect emotionally with their audiences. Videos can be a good way of:

• Providing product tutorials.
• Adding educational content.
• Supporting a social media and content marketing campaign.
• Telling engaging stories about your product.

Infographics

This visual content usually consists of a mix of illustrations, tests, and graphics. It condenses and simplifies complex concepts using a wide range of visual aids. While they are available in different forms, they are generally an aesthetically pleasing way of summarizing and organizing data for the end user. When you use infographics, you will be proving to your audience that you know what you are talking about. Your audience will see you as an authority in your niche, and they will trust you more.

Memes

Memes are popular and shareable videos and images that people find easy to understand. They often combine humor with relatability and an underlying theme or message that the audience finds relatable. Therefore, memes are good for increasing awareness, sparking dialog, and showing intricate emotions.

GIFs

GIFs are Graphics Interchange Format and often consist of short video clips without sound that usually play fast and repeatedly. These are generally easy to create and do not require a lot of technical know-how. When well done, they can spread as fast as wildfire. Due to their limited color options, GIFs are tiny and can be laid out on a web page.

Live Videos

These live streams happen in real-time, allowing creators to interact with their viewers in real-time. They can also enable creators to build rapport with their audiences. Live videos often consist of interviews and Q&A sessions and can enable creators to build rapport with audiences. In fact, great visuals can make your Instagram reel go viral.

Benefits of Using Visual Social Media Content

No matter the social media site you visit, you will realize that the engagement level of visual content is usually higher than that of other kinds of content. For instance, statistics from LinkedIn indicate that video content has five times more engagement than other types of content. The data further shows that live streaming drives engagement 2.4 times more. Posts on LinkedIn with images can bring you twice the comments other posts will.

In 2023, the spend on digital video ads was about 176.63 billion. The majority of marketers reported seeing a good ROI on their video spending. Additionally, YouTube has been noted as the social media platform where audiences spend a lot of time.

With this data, it is clear why 69% of B2B marketers suggest that they will be spending more money on video content. Still, images are also a great form of content as they are easier to produce and bring considerably good results. Therefore, great visuals are among the top engagement tactics on Twitter.

Tips for Creating Outstanding Social Media Graphics

As noted earlier, creating outstanding graphics requires more than just snapping an image and posting it on your page. You need to use the following tips:

Use an Exceptional Thumbnail

Also known as the cover image, the thumbnail is one of the critical elements that help drive viewership on video content. This is because it is the first thing viewers see that entices them to click on the video. If you don't add a thumbnail, the first frame of the video may be what viewers see, or the social media site may randomly pick a random image as a thumbnail.

Therefore, it is a good practice to choose your thumbnail manually whether you are posting the video on TikTok, YouTube, or IG reels. Ensure that you choose a visually appealing image that will also communicate the most information.

By adding a thumbnail for your video, you can control the information your audience sees and attract the algorithm. For instance, the YouTube algorithm doesn't mind the type of thumbnail you are using, but it can track the users clicking on it. Therefore, it helps to add click-worthy thumbnails, which will make your content convince prospective viewers to click on it.

Select the Right Color Palette

If you are using visuals to promote your brand, it is advisable to choose colors that work with your brand. When you stick to a particular color palette, your feed will appear more beautiful, and the posts will instantly be recognizable to your followers. You should, therefore, ensure that the graphics and elements look good together. Some of the aspects of a brand palette include:

• Hex code for brand colors.
• Design elements such as shapes, fonts, and patterns.
• Design and photography match your messaging.

Ensure that these elements are consistent with all your content and visuals. When you post content, it will be easier for your audience to identify it as coming from you even before they read the caption or see the logo. Therefore, ensure that you use creative captions for your Instagram images.

If you believe that your image will be shared, remember to add your logo. For instance, when posting something that can be repinned on Pinterest, if you don't include your logo, it will be hard for people to determine the source of the pin. Learn from brands like IKEA that include logos on all their pins, which helps with marketing as the pins get shared by thousands of users.

Use Visuals Storytelling

One of the biggest mistakes you can make when using visuals for social media content is using stock graphics and visuals that don't represent your brand. That shouldn’t be the case because using unique visuals enables you to showcase your brand’s personality and even tell a visual story.

Add Text to the Visual Content

Even when a message can best be delivered in text formats, you can still creatively add text to visuals. One way of doing that is by using compelling images with text overlaps. By doing that, you will showcase a text-based story, but authors and publishers will provide visuals.

However, when combining text with images, you need to remember that texts are not usually easy on the eyes. If there are too many of them, they can be overwhelming to viewers. Therefore, when adding text to visual content, less is usually more.

Use High-quality Videos and Images

While we noted earlier that visual content can be more engaging, you need to ensure that you aren't posting blurry photos and infographics. Not only are high-quality visuals good to look at, but they can leave a lasting impression on your brand. If you are promoting your brand, ensure that you are posting high-quality and well-lit videos.

Using professional and cohesive images is particularly important on Instagram. This is because people will visit your profile before they decide to follow you. Therefore, you need to create an excellent first impression to increase the chances of getting followers and website visitors.

Avoid Image Copyright Issues

It is not always easy to find copyright-free images. However, since the consequences of blocking copyright laws can be dire, it is essential to find one. When using a stock photo template or illustration, read the fine prints. If you are unsure, contact the website or image owner for clarification.

That also applies to contracting and licensing. When making the contract, you need to understand how you will be using the greetings, who the rights holder is, etc. If you are required to, it's advisable to give credit where necessary, especially when posting user-generated content. You can read our guide on how to promote TikTok videos with copyrighted music.

Follow a Style Guide

Remember that social media should be an extension of your business. For some social media users, the first place they will see your brand should be on social media. You should make it easy for them to recognize the graphics used on social media on your website by using similar graphics.

Every element of branding, from the fonts and logos to the voice and color palette, should guide your creation of social media content. Consistency in the voice and posting schedule will enable followers to understand what is expected. When fans like and follow your profile, they hope to see similar kinds of content. If you use an off-brand image, you can easily confuse your followers, making them unfollow you.

Conclusion

Good-looking visuals are an essential part of social media. Properly using the right social media graphics can grow your social media following and add a professional look to your account. By following our guide, you can make good use of good visuals and take your account to the next level. We recommend you read our guide on brainstorming TikTok video ideas.