Published on April 22nd, 2020 | by Alycia Gordan0
How can fashion brands smartly use visual content for marketing their business?
They say that ‘a photo is worth a thousand words.’ Well, for fashion brands, it is worth way more than that. Words aren’t enough to attract new customers and engage the existing customers these days. For the last decade or so, every brand has made visual content a primary part of their marketing strategy. It is evident from their website, blogs, social media pages, and almost every digital channel.
You might be wondering why the popularity of visual content surged in the digital age. The answer to it lies in science. The research into human behavior has confirmed that our brain can process visual content 60,000 times faster than text. There is little left to defy that ‘seeing is believing.’
Although text-based content has remained a key component of marketing, in 2020, visual content is the king. Since many brands produce content daily, it is the visual content that will enable you to cut through the clutter and make yourself stand out.
In this post, we will share the tactics that fashion brands can use to take their marketing campaign to the next level. But before that, let’s discuss the importance of visual content in marketing.
The importance of visual content marketing
Visual content marketing refers to the type of marketing that relies on visual assets like images, videos, and infographics. Research has proven that 90 percent of the information that our brains receive is visual.
So, if you aren’t using visual content in your marketing strategy, you are pushing most of the audience away.
Visual content is particularly noteworthy on social media, where it outperforms plain text by quite some margin. As the study of the top 100 brands by Coschedule found that more than 80 percent of all content they published on Facebook were photos and videos. Additionally, visual content was responsible for over 90 percent of all interactions and social media engagements.
Visual content marketing for fashion brands
In its essence, visual content marketing isn’t much different from text-based content marketing. You need to come up with a strategy first and focus on reaching the right people at the right time with the right message.
Similar to text-based content, the context in which images are used will play a vital role in the campaign. Different platforms have different visual content requirements, and different demographics prefer different visual content.
Therefore, you need to have a broad range of visual content, from infographics and memes to GIFs and engaging videos, to meet these requirements.
It is also important to note that visual content requires more time and resources than written content. You also need to be patient and wait for a while before it starts generating a decent return on investment (ROI).
However, you need to analyze and monitor the key metrics at the same time, to ensure that you are heading in the right direction. Below are a few ways you can use visual content to market your fashion brand.
Create style guides
It is not a bad idea for fashion brands to put together a style guide that tells the audience about the everyday use of their items. This will give the visitors an idea of how to wear your fashion items and incorporate them into their wardrobe.
You can create separate style guides for seasonal, wedding, party, or holiday themes. They can be listed as a separate section on your website where you provide detailed information about each item in the collection. Use catchy images to attract the interest of the customers.
For example, Leather Skin Shop, an online leather jacket store has increased user engagement on its social media posts by frequently posting style guides, blogs about trending fashion, and other tips to help their customers.
User-generated content refers to the type of content that is created by unpaid contributors. It can include photos, videos, tweets, testimonials, and blog posts that promote a brand instead of the brand doing it by itself.
It is the most effective form of marketing because consumers create free content and share it on behalf of the brand. However, a brand needs to retweet/share the content on its social media page or website to increase efficacy.
Many brands use user-generated content, but the one that excels at it is GoPro. It rarely uses its logo on visual content because the images themselves yell “GoPro.” They regularly share stunning visuals taken by their customers, which helps them in branding the company.
Invest in infographics
Data can be boring, but there are appealing ways to present it. Infographics are one of them. Due to their visual appeal, infographics are loved by users. In fact, they are shared three times more than any other type of visual content.
Fashion brands can utilize them to communicate information quickly and clearly. Since they are eye-catching, they can significantly boost your shares and maximize your sales.
Some of them may look complicated, but with the right tools, you will realize that they aren’t difficult at all. Resources like Piktochart and Canva offer a quick and simple way to present all your data in the form of infographics.
Presentations are no longer used for business purposes only. Today, they are used as a marketing tool by the brands. You can use platforms like SlideShare to expand your outreach through compelling presentations.
If a topic is too lengthy to fit in an infographic, you can craft a presentation and present your data to your audience. When crafting a presentation, make sure to remain consistent with your design, colors, and fonts. Perform spelling and grammar checks and keep the sources as credible as possible.
You do not need to be a graphic designer to create visually appealing content. Use the right tools and produce quality content that resonates with the audience. However, don’t put out content just for the sake of a content calendar. Understand the need of the audience and publish content that will be appreciated.