Visual content rules the Web

Blog / Inspiration

Magdalena Chwedoruk

Inspiration, Knowledge Base

March 3, 2017

Visual materials are definitely the most published type of content on the web. Thanks to their simple message, they attract and effectively hold the attention of Internet users. As they are both accessible and attractive to the audience, they can be seen as a powerful marketing tool that is increasingly used by marketers. Why is it important to use visual content in content marketing? Here are four simple reasons.

The overwhelming amount of information reaching us every day means that it is difficult for us to keep up with picking out the relevant data and analysing it, while at the same time we are becoming increasingly bored with the traditional content. So how can you reach your audience and hold their attention? By using visuals! Today, our attention is mainly focused on visual content, which can provide us with a large amount of data in a quick and accessible way. This type of content requires significantly less effort to process as compared to reading even the shortest articles. Moreover, the graphical form of the message makes it much more memorable.


Visual content has a major impact on the number of shares of information published in social media and real-time channels. This effectively increases its reach and the number of views. Internet users are much more likely to share content that is interesting and dynamic. Just think of the type of content usually shared on your friends’ walls. Photos, videos, charts, colourful graphics – they all dominate social media! If you care about likes and shares, you should definitely keep this in mind.


Websites containing large amounts of visual data are much more interesting to Internet users. Adding images makes the users spend more time on the website while simultaneously increasing their engagement. Research has shown that visual content improves the click-through rate by as much as 47%! Internet users are more eager to browse a visually engaging website, which makes them more likely to get to know the company’s offer. The numbers do not lie: you should stop wasting your time publishing “walls of texts”.


Visual content improves the credibility and recognition of the brand on the Web. Inserting the company’s logo in the published photos or infographics causes the users to associate the content with the company and its services. This strengthens the perception of the brand as an expert in the given area. The company is increasingly seen as trustworthy, while the audience develops certain attachment towards the brand, which might ultimately turn them into clients. This stimulates interest in the company’s offer and contributes to the development of a certain online image.