Many think that to succeed on Twitter or Instagram what matters is what you say and they are right, however, a visual presence on social networks is more important because it is not what you say, it is how you say it.
In this article, I want to guide you through the different steps you must take to create a visual line according to your brand, in addition to presenting success stories in which I have participated and good examples that I have found to your delight.
Why is it important to have a good visual presence in networks?
The audiovisual content has proven to be the kryptonite of Internet users.
They consume it compulsively on all kinds of platforms, networks, forums, search engines and websites.
Within a brand image, the visual presence on social networks is a fundamental part without which no content strategy is complete.
Because it is easier to say that my brand is like this:
What to explain to you that I am dedicated to making designer jewelry, focused on a refined target audience, who loves simplicity, who buys design but also quality, that my pieces are unique and original and that you will not find them in stores because they are not produced in large stores quantities.
If I can say all this in one image, why should I use 200 words?
Line of sight vs. visual marketing
I don’t really like the term “visual marketing” because I think it doesn’t reflect what “visual line” means from a strictly formal point of view.
So, without getting too bored, I would like to make a brief point to emphasize the importance of differentiating the two terms.
As you know, branding is a broad discipline that covers the entire process of building a brand.
Without a well-designed brand (and not just visually), we can do little marketing.
So talking about visual marketing is confusing for me.
All marketing must be supported by a well-defined brand, the result of a branding process within which a visual line is designed.
And what is a line of sight?
Neither more nor less than the image translation of the brand’s message.
Pay attention to this example:
What is Apple’s line of sight?
The same as the concepts they use to give their brand personality: simplicity and quality.
That is why his images are always simple, bright colors, of high quality, with surprising but not strident frames.
They may play with your products visually, but it will always be to create elegant images, with a simple structure, easily understandable.
And now watch out for this other brand:
There is nothing simple or easy.
Excess is the norm, even though it’s still classy.
The baroque, the exaggerated and the complex can also be ways to express the personality of a brand, despite the fact that it shares characteristics with Apple: they are also very expensive products of extraordinary quality.
What is your visual presence on social networks?
Well, now that you are clear about the difference between visual line and visual marketing, it is time to consider the health of your presence in networks.
If you want to take an exam, ask yourself these questions:
Do my images have coherence? That is, if you put them all together as in the examples you just saw, do they make sense or do they seem not to stick with each other?What users see tells a story? Not what they read, eye, but what they see. In other words, if they couldn’t read, could they describe the brand, its attributes and its target audience?Does the visual play an important role in my identity? If you publish on social networks without taking into account the images, the visual is not key in your presence and we have a problem!Do you use custom visual content types or resort to the first thing you find? Royalty-free images are a great help but you cannot use them without judgment. In these image banks there is everything and that they are accessible does not mean that they should be used in a crazy way. Immediately I teach you how to choose images with common places.Has visual presence been defined within your marketing strategy? If at the time you did not consider it, it is time to think about what elements are going to help you transfer your message to the collective imagination.
How to create a visual style for your brand on social networks?
If any of the above questions haven’t been answered satisfactorily, it’s time to get to work.
Don’t worry, because good examples abound in digital marketing that will allow you to create an attractive and solid line of sight for social networks.