If you work in marketing, you’re constantly reminded about the impact visuals have on audience engagement. Kissmetrics found that content with relevant images gets 94 percent more views than content without relevant images. Buffer cited data that suggests users are 40 times more likely to share visual content on social media. Xerox explained that consumers are 80 percent more likely to read a piece of content if it contains colorful visuals. There are telling stats all over the place.
To me, that missing 35 percent gets at an important idea: Many marketers still don’t know how to use visual content effectively. After all, many editors and marketers lack design training. We aren’t always comfortable choosing images, treating the task like a chore that we just have to grit through during the publishing process.
