With at least two distractions per minute, the attention span of a modern person is as thin as a piece of paper. Current research suggests that it hovers around 8 seconds. Now, when this reality of dwindling attention span is coupled with the fact that shoppers make a purchasing decision within 90 seconds of interacting with a product, you can draw an easy conclusion that the window of time is too tiny to spell your product’s mojo over the consciousness of the buyer. Of course, text is a mighty weapon to convince your customers, but it generally takes time to digest the power of the written word. Naturally, online marketers need to devise a trick or tool which can hold a complete sway over the customer’s mind in a ridiculously narrow time span. Keeping in mind that our brain processes visuals 60,000 times faster than text and 83% of the information our brains process comes in through our sense of sight, there is no second opinion whatsoever about the fact that a visual way is the most perfect cure to this ever expanding problem of narrow time span.
Though photos, videos, GIFs, and infographics are still extremely important, by no means they are the only forms of visual content. This is especially true with the avalanche-esque arrival of technical superiority. It is stretching the dimension of visual marketing by germinating new and various forms of visual content. Amidst the vast pool of such innovative forms of visual content we will have a clear look at some of the most interesting ones.
When GIFs arrived on the internet, they caught our attention with their motion. They helped marketers in many ways as they allowed them to explain the functionality of their products in a much better way while catching shoppers’ eyes. But due to overuse, GIFs aren’t novel anymore–perhaps, unless, you’re using them directly on your product pages.
Creative minds broke the GIF deadlock by coming up with the idea of making a few parts of the image movable. They coined the term “cinemagraphs” to describe such images. Frankly speaking, there is nothing impressive on the technique part. The thing that makes cinemagraph unique is it brings certain parts of the photo back to life. And this acts as a head turner for many people.
Besides, cinemegraphs are a perfect tool to run campaigns or advertisements. As the amount of imagery used in ads in generall is usually high, a photograph alone, unless it’s very special, might not be enough to grab a viewer’s attention. Videos demand time commitment from viewers. They usually disrupt them completely from their goal.
Cinemagraphs are a perfect blend of the two – quick and easy to consume and unique enough to stand out, without being overly distracting or annoying. The combination of moving images and still objects registers as something unusual to our brain, as we are not yet well accustomed to it. This precisely makes people pause long enough to look at the image. It’s then not surprising to see that this Panasonic banner ad, which used Cinemagraphs, saw more CTR as opposed to the ads that used still photo.
The progress GIF is a way to make the traditional GIF more interesting and eye catching. As the name suggests, progress GIFs shows the progress of how something has changed or developed, whether that be over the years, through testing stages, or something else.
The limitation of creativity is the only limitation that can put limits on how marketers use this content form, as he can do a lot with it. He can use it to show how his product has evolved over the years. He can create a moving collage of the monumental events that have shaped the fate of the company. Or, one can create a sense of nostalgia, such as with popular, long-running ad and other marketing campaigns. The scope of its use is boundless…and eBay Motors has perfectly exploited that scope. It used progress GIF to illustrate a car morphing into various models, illustrating how tastes—as well as the individual product types—have changed over the decades.
Infographics saw a boom because they broke the monotonality of text, especially in dissipating dense information on the large scale. The visuals used by infographics made it possible to digest and comprehend the large chunk of data with less effort and time. But, just like GIFs, marketers have used them voraciously- making them less suitable elements in catching the much needed attention. The infographs, thus, saw the need of innovation. And that was done by mixing various forms of medium.
In the above infograph, you can still see the information in a visual format. But it also has several moving pieces. This infographic makes you pause a bit longer not only for its creativity, but because the moving pieces combined with static images help attract attention.
Emojis did change the way people communicated on digital platforms. It allowed them to express themselves more clearly and aptly, as there were emojis for every human feeling. Oxford took the note of the growing might of this content form and included it in the category of “Word of the Year” in 2015.
Bitmojis keep the concept of emojis intact with an exception of presenting them in more personalized form. People are doing it and using it in such a way that Bitmoji can easily be used where text would once have been. Of course, bitmojis are more suitable for the content that goes out on Snapchat. But they can easily find ways in almost any website. Its creative use can help in creating a story around your product, or simply to create a sense of familiarity with viewers and readers.
Tinacious Design, a Toronto based web design and development company, has used Bitmojis perfectly to give it a personalized feel throughout the customer interaction. It is not just creating intimacy between the brand and the customer. It makes customer’s interaction with the brand interesting. It makes him to stay a bit longer with the brand.
Cisco has projected that global internet traffic from videos will make up 80% of all internet traffic by 2019. It’s a sign that people are going to be bombarded with visual content. This clutter is going to make it hard for marketers to create visual content that stands out. The available forms of visual content might not always cut it, as they have been used over and over again across the web. To spread like a wildfire, your content needs to be deftly punctuated with uncommon visuals. The aforementioned forms of visual content can push you an inch closer to that dream!
Note: We believe that visuals can make or break the future of business in this Instagram driven world. That’s why we came up with our own VC platform. Read here to know how exactly it works. Get acquainted with the VC trends which will dominate 2017 through this blog.
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