8 seconds. That’s the average length of a human’s attention span. It’s 4 seconds shorter than it was in 2012 (when it was, gasp, 12 seconds long!), and just one second shorter than a goldfish’s attention span, which is 9 seconds.
What does this shocking number have to do with your small business marketing?
Whether you’re focusing on search engine tactics or web design, social media, review site, and content marketing or video campaigns, there’s one thing you should know: visual storytelling is a must to drive results.
Consumers today are a hard catch. You need the right bait to lure them to your content trap in order to reel them in.
If you don’t capture their attention within those short 8 seconds, you’re toast. You’ll feel the tug on your line, but once you reel the line in, the customer will have vanished.
You see, with so much content vying for their attention, consumers simply move onto the next glittery thing. Another brand will catch their attention, and they’ll quickly “click” or “swipe” away from your branded content to the next shiny object.
You can stop the great divide from happening by focusing on telling visual stories in all of your marketing channels.
Beyond the noise
Cutting through the digital noise and fighting for a slice of the attention pie requires an understanding of how to get attention. Instead of overloading them with more, consider a less-is-more approach with visuals.
You see, images easily tell a story and in a short amount of time. It turns out, the human brain is wired for images. In fact, we use half of our brains to process an image and interpret it. And all of this action takes less than 1 second.
The brain is also wired for stories. Throughout the ages – before everyone had access to print materials – we passed on our family and community histories through stories. Combining the two, visuals and stories, packs a powerful punch.
Multiply your reach
Here are some stats to fuel your visual storytelling pursuit:
- When social media posts include visuals, they get 180 percent better audience engagement.
- When a tweet has an image alongside it, it gets retweeted 150 percent more than tweets without images.
- After watching a video about a product or service, viewers are 85 percent more likely to make a purchase.
- Guess which kind of posts on Facebook earn the highest marks for engagement? You guessed it: images!
- When articles on the internet include images, they are viewed 94 percent more times than non-imaged articles.
- When consumers click on a photo that features real people, they are 200 percent more likely to eventually convert.
- Don’t forget about your blog. Include a video and get 300 percent more inbound links.
- Want to get to the first page of Google for a keyword ranking? Create content with videos, as these kind of assets are 53 times more likely to get there.
Attracting attention is one thing, and visual stories certainly do that. But there’s more.
Visual content also scores high in one other key area: helping consumers recall the content. Without visuals (or content with words only), consumers have a 10 percent recall rate, whereas content with words and visuals scores much higher: 65 percent of consumers remember it.
There’s no better time to include visuals in your storytelling tactics. Whether you’re creating a search engine, social media, blog or email campaign, use visuals to help tell the story. Be sure to gather data about your campaigns prior to implementing visuals so you can track the success of the changes you make and ensure an increase in leads and conversions.