The notion that a single image can effectively capture the essence of a sizable chunk of text is a key tenet in modern advertising.
Introducing a visual component into advertising isn’t a new strategy; commercials have been around for decades and pictures have been in newspapers even longer.
The difference today is that technology is more widespread than ever, so opportunities for advertising have increased as well.
Television and newspapers are quickly being superseded by smartphones, the internet, and social media.
Modern technologies like smartphones and social media have dynamically changed the ways advertising campaigns are approached by companies.
The prevalence of these technologies allows businesses to place advertisements virtually anywhere on the internet.
Meanwhile, an enormous number of people now have the power to view (and ignore) these messages. Another key difference is the age range of the typical target audience.
Although it’s true that different advertisements are targeted to different groups, the available platforms for visual media today greatly influence who is more likely to respond to the new wave of marketing campaigns.
Smartphones and social media are especially common among the age 18-34 demographic, making them the focus of most marketing campaigns.
With Millennials at the forefront of the world’s consumer base, businesses are quickly learning how to successfully appeal to them through the highly image-reliant platform of social media and the internet.
Know your audience
In order to market goods to this in-the-know consumer base, it is crucial that businesses fully understand their distinctive behaviors.
For starters, consumers today think differently than they did even ten years ago. With technology always at their fingertips, people are accustomed to having access to information anywhere and at any time; as a result, attention spans and patience have decreased.
Another cause for the diminishing attention span of consumers is the exposure of younger audiences to the market.
Young people are naturally less willing to read long paragraphs trying to pitch the latest goods on the marketplace; a picture and snappy tagline is more appealing to them.
In addition to being more expectant of immediate information, today’s consumers are veterans in being bombarded by advertising.
In the turbulent tide of information, bland marketing that doesn’t stand out is quickly swept away.
In short, Millennials are less patient and more expectant, and they demand quality and ingenuity. What measures can businesses take to successfully market their goods to them?
Expand your brand with visuals
If words don’t cut it, turn to pictures. Words take time to sift through, and business pitches can tend to sound similar. Pictures, on the other hand, make an immediate impact, and are more easily differentiated as original or played-out.
Advertising is undergoing a paradigm shift. Television and newspapers are still available for marketing ventures, but social media advertising is currently the most lucrative.
Consumer behaviors and expectations emphasize speed and constancy, and social media delivers on both of these fronts. Facebook, Instagram, Twitter and Snapchat are all effective conduits through which businesses can advertise quickly and consistently to consumers.
The aforementioned forms of social media not only command the marketing campaigns of many modern businesses; they also rely heavily on pictures and videos.
The visual focus of these services is a major reason so many Millennials flock to them. Social media advertising boasts a tremendous, responsive audience.
Finally, using visuals to market to the current consumer base is especially effective because of the recognizability of pictures.
Social media allows users to share text and image posts by other users. Which is more likely to be recognized and shared, a picture or a wall of text?
In conclusion, today’s businesses are better off focusing on visuals to advertise their products and services because of Millennial behaviors, the prevalence of social media and the ability of an image to instantly connect to audiences.