The Power of Stand-Out Social Media Visuals in B2B: Driving New Growth and Engagement from Your Posts
B2B social media platforms are becoming increasingly saturated, and just posting text without engaging visuals is not enough to get your brand noticed. The ways audiences interact with social media content are constantly changing and evolving in line with the fast pace of modern life— and marketers must keep up. Visuals can change the game when it comes to standing out in competitive business spaces and catching the eye of your target audience.
According to Statista, nearly 60% of the world’s population are social media users as of April 2023. Social media platforms provide businesses with an unprecedented global reach and it’s integral that companies break through the noise and find a way to make their content stand out from the crowd.
Audiences look for relatable content, and visuals can be the perfect medium to achieve this. Through visuals, it’s possible to tell a story that resonates with your audience. If utilised correctly, powerful visuals can create an emotional connection with users, increasing their trust and loyalty to your brand.
An Opportunity Marketers Can’t Ignore
X and LinkedIn may offer a wide reach, but the popularity of the platforms means B2B marketers face hefty competition. In such a crowded space, organisations need to go beyond basic text posts.
Thermopylae Sciences found that the human brain processes visual information 60,000 times faster than text, and 90% of information transmitted to the brain is visual. Audiences are naturally wired to engage more with visual information, and by utilising visuals, you increase the chances of your brand or product being remembered and shared.
Visuals, whether it be photos, video or Canva images have been found to be more engaging than text-only content on nearly all internet platforms, and organisations that fail to incorporate them into their posts are putting themselves at a serious disadvantage. You can read more about how organisations have successfully implemented video content into their strategies in our previous blog on the power of video here: https://bit.ly/3ZWHUT5
Elevating Your Social Media Posts
Visual marketing is a rising trend in the B2B space. X reported that posts are three times more likely to get engagement when they include an image. Similar findings were also presented by LinkedIn, as posts on the platform have a 98% higher comment rate on average when they have an image.
When utilised correctly, visuals create the impression that your organisation is both professional and experienced. To best elevate your social media engagement, you can use online graphic design tools, such as Canva. These tools offer diverse and animated content that can be easily incorporated into your social media channels.
Design tools provide access to a multitude of different types of visuals that B2B marketers can leverage, from short GIFs to longer length videos:
- GIFs - Graphic Interchange Formats (GIFs) are a great addition to a B2B marketer’s toolkit. They are successful in catching the eye of audiences and driving engagement. With the amount of content that’s being consumed at such a fast rate, organisations only have a moment to capture a potential customer’s attention before they scroll away. A GIF is a quick and visually appealing way to accomplish this without having to create a long video.
GIFs can be used to create how-to guides to walk customers through using the more technical aspects of a product. They can also be used to highlight a call to action (CTA), such as to read a blog or visit your website in a much more visually engaging way. By designing them on Canva, GIFs can add a dynamic and lively feel that avoids a wall of text that users would typically ignore. Utilising GIFs effectively can help to establish your message and persona as they can be tailored to your specific brand.
- Videos - Videos are another excellent way to convey your brand’s message in a simple and entertaining format. Videos showcase products, educate audiences about your industry, or even include testimonials from satisfied customers to help build brand trust. They provide a chance for B2B organisations to create well-crafted and personal stories to communicate a message and engage an audience. Animations hold social media users’ attention for much longer than pure text posts. Canva possesses a host of different creative animations to create a professional and eye-catching video.
Short-form videos are becoming increasingly popular with marketers, and HubSpot suggests that this format has the highest ROI of all marketing trends in 2023. Embracing videos, long or short form, allows businesses to take advantage of the ROI they provide and bring greater value to marketing budgets. It is also an excellent tool for repurposing longer form content such as whitepapers into a digestible format.
Visualising the Future of B2B Marketing
Visual elements are a tool B2B businesses must harness. B2B decision makers are more likely to engage with eye-catching content. The benefits of using visuals are numerous, from drawing in wider audiences to aiding the understanding of complicated products in an easily digestible form.
We’re experts in diverse image creation and have in-house videographers and Canva experts ready to help you today.
Contact us today at info@ilexcontent.com to discuss how you can elevate your social media content and increase engagement from your audience with a free, no-obligation consultation.
