What is Visual Content?

What is Visual Content?

• Lascaux, France• We’ve been sharing visual content for thousands of years, we’ve

just been upgrading our technology.

This could be why content with images receive 94% more views than content without.

7 Types of Visual Content:• Photo • Video • Infographic• Data Visualization• Meme• Comic • Standard Graphic (diagram, think IKEA)

1. What is your story?

2. Why is it important?

3. Who is your audience?

4. How will they consume your content?

Before you create anything ask yourself:

These will help you better understand what you want to create

• If content is king than context is god.• The more a piece of content fits the contextual

framework of the person consuming it the more impactful/engaging it will be.

4 Components to Context:

1.Time-Appropriate

2. Place-Distinguishable

3. Function -Utility

4. Native-True to the platform

Contextual(Impactful/Engaging)

Content

Context: Time

Oreo (Tweet heard round the world)

Salvation Army

• How does it fit into conversations that are already going on?• Something valuable to your audience at that time.

“Newsjacking” • Time of year, time of day, holidays, major events.

Context: Place

VS.

• Letting a photo tell a story• What will it make your audience feel?• How will it transport your audience? • Try to avoid being too literal.

Context: Place

VS.

VS.

• Capture an image your audience can relate to/distinguish. Iconic Location at Clemson

Context: Function• Takes something difficult to verbalize and creates meaning.• Sets the stage for the story/builds curiosity. • Presents valuable information in an understandable way. • Shows a trend/relationship.

Iconosquare Dashboard

Context: Function• Is it interesting, does it build curiosity?• Does the graphic set the stage for the story? NY Times: Upshot

Context: Native • True to the platform.• Mobile optimized for platform. (Ex: Instagram 2000x2000, Twitter

1000x500)

• Does not interupt, but adds value.

Unnamed Brand Instagram

VS.

University of Indiana Instagram

Misuse of platform.

• There is no secret sauce, and like anything worth doing there is some trial and error involved.

• Still these four components to content should help you create content that fits seamlessly into your end users life and adds value for them.

•

Four Components to Context: 1.Time2. Place

3. Function 4. Native

ContextualContent

Any Questions? (Don’t be shy)

Robbie [email protected]

@robbiefitzlinkd.in/robbiefitzwater