Visual marketing has never been as influential as it is now. New techniques and strategies are shaping the upcoming year, and driving marketing strategies forward to attract a broader audience. Visuals are a proven way to catch the attention - as much as 80% of social media marketers use visual content for their marketing efforts.
Visual content from images, videos to gifs, and memes are conquering the marketing landscape. But what are the main visual marketing trends in 2020, and what are the focal points to consider before creating a marketing campaign for your brand?
This year, videos still keep their position as one of the most influential mediums to attract the audience. Videos conquer the most popular social media channels, from Instagram to LinkedIn and Twitter. Videos are predicted to keep their popularity in 2020 and upcoming years and to generate as much as 82% of online website traffic by 2022.
Companies use video content to present their brand, explain products and services, and educate the audience. In the past year, TikTok - a short video platform, took the industry by storm. It gave an easy-to-use medium for individuals to create and promote videos. And although it’s a freshly-started platform, brands are getting more invested and including it to their marketing efforts.
TikTok platform inspires individuals to create short videos
TikTok is a great tool for a simple and creative way to record and promote videos enabling brands to reach more people. However, at the same time, with increased accessibility, you have to be creative and innovative to stand out in a crowd.
We already discussed why infographics are a surefire way to catching readers’ attention, but this year it’s predicted to get even more popular. Infographics are a clear way of presenting and explaining complicated and statistical information. With added animations, colors, and shapes, you can easily turn boring details into engaging content.
It’s such a versatile and easy-to-use tool, it would be a shame not to use it. It’s informative, but at the same time evocative - illustrations make it suitable for social media and blogs, while information can be used in formal presentations and pitches.
No matter if you have 100 or million clients, it’s important to create communication that speaks directly to them. Personalization has been on the radar for a while now, but its importance only keeps growing. Although the main target is the retail sector (86% of consumers state that personalized experience influences their purchase decisions), we need to recognize the demand for a personal touch in every aspect of marketing regardless of the industry.
When talking about personalized visual content, it’s necessary to mention Netflix. The platform is created in a way that you could find your favorite shows and related content in the blink of an eye. It also customizes banners depending on your watching history and related algorithms.
Personalized Netflix show suggestions
Personalization is not only a friendly approach, but it’s also everything from suggestions to color choices. We can take, for instance, financial management apps. The competition is fierce, and it’s challenging to develop new features that users need. Hence, brands focus on customizing the user experience — everything from customizable icons, colors, and dashboards to personalized card design.
Don’t underestimate the power of personalization for your brand. A great example is Revolut. For extra money, a user can order a premium card with a custom design. Although it seems insignificant, consumers want to stand out and own something only they can have.
Brands are going bold. It used to be common to sugarcoat experiences and reality, but 2020 is going to change it. Social issues such as climate change, gender equality, racism, and poverty require an unpolished presentation - your visual content efforts should represent that.
Whether you’re in a sensitive industry or not, you can still aim to make it more down to earth. Show real people, share realistic experiences, and help your audience to relate with your business. When people see that you aren’t pretending, they can find themselves in your brand, and thereby become users.
Another point to remember is “woke” culture and woke-inspired content. It can be anything from videos to photos that address social issues often hidden behind social structures and beliefs. One of the most scandalous campaigns in the previous years was the Gillette #MeToo ad, which showed how we could make changes in the way we see gender equality. It did not only started the discussion about a sensitive matter but also put a foundation for campaigns based on social issues.
Provocation creates buzz and catches the consumer’s eye. And as visuals are a great way to grab attention, it can also help to provoke people. Again, you can address social issues or structures and try to challenge them. However, you might want to keep it smart and avoid offending people.
Reporter Magazine launched a campaign in 2018, named “Changing your perspective.” It shows one person walking from a crowd while reading the Reporter. It illustrates how critical thinking can change your perspective and help make up your mind. Although it caused some outrage, it also proved that provocative content could spark a discussion and attract attention.
This year is braver and more creative, so don’t be afraid to experiment and be innovative. Videos and infographics will dominate online marketing, and personalized experience, provocative, and bold content will shape the way we see advertising.
Doctor Idea offers subscription-based graphic design services. From infographics to a new brand image - we are here to help. Check our plans and see what works for your business.