Visuals are a critical aspect of any company’s online presence. Why? Because visuals are processed by the eye 60,000 times faster than text and the rate of retention for visual data is twice that of text. A study also showed that thanks to the mobile revolution, the average human attention span is now less than the attention span of a goldfish.
The importance of visuals is also revealed through statistics compiled in a recent HubSpot blog article:
- When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
- Infographics are "liked" and shared on social media 3X more than any other type of content.
- Tweets with images receive 150% more retweets than posts without images.
- 4X as many consumers would prefer to watch a video about a product than to read about it.
Having a great array of visual content (videos, photos, infographics, etc.) enables your company to tell your story and show your brand's personality in a unique and memorable way. And it’s easier today than ever to create and share this content since you can shoot, upload and edit photos and videos from your mobile phone or tablet — it stands to reason since 51% of all video consumed is on mobile devices in the first place.
As an industrial manufacturer, you may not think you have a lot of exciting visual content to share. However, it doesn’t matter if your business is boring machines (boring as in making holes) or picker fingers used in office equipment. If you put some thought into it, there’s certainly a fair amount of visual content you can create. Need some inspiration? Take a look at these four manufacturing companies that are embracing visual content and doing it well.
1. General Electric
GE makes a wide array of products and does an excellent job at providing its customers and prospects with a range of engaging visual content. This content, particularly that on their Instragram account, provides interesting, detailed views of the equipment they manufacture, as well as telling the stories of emerging technology they’re working on, how those products are applied in certain industries, and the people involved in making them. GE is also using Snapchat to share its visual content.
While you may not have the budget to invest in the same level of photography as GE, there are certainly lots of ideas you can pull from what they’re doing in terms of unique angles for getting photos from your products, to ways in which you can tell your company’s stories in multiple ways.
2. Mack Trucks
Mack’s YouTube Channel is full of videos showing how its trucks are used in a range of applications as well as how its engines and transmissions are assembled and function. They even have a video to draw in sports fans that features Khalil Mack, 2016 NFL Defensive Player of the Year. There are also some solid personal success stories of how the trucks are well designed, how they save their customers time and money, and how they even went to truckstops to interview truckers to make sure they were designing features that would help them on the road: https://youtu.be/EQgUtPQ0a-U
Like GE, 3M’s visual content shows off its products in a variety of ways as well as how they’re used. The content also ties to its “Science Applied to Life” theme, which provides an additional way to talk about what the company is at its core and how it supports science in some broader contexts. The 3M Instagram, Twitter and Facebook accounts feature simple and engaging images, while its YouTube channel offers a good range of product-specific videos that cover application processes as well as broader company stories.
4. Global Finishing Solutions
This is another example of visual content done well and shows you don’t have to be a company the size of 3M to execute well. The GFS Facebook, Twitter and YouTube accounts provide a well-rounded set of visual content that shows off its paint booth equipment well —whether its specific application shots, problem/solution success stories or product-in-use videos. The key is to understand your products well and what will make a good visual story.
Hopefully these four examples provide you with some ideas and a bit of inspiration for different ways you can develop your own visual content that will help prospects and customers engage with your company’s unique story.
Tim has vast experience executing B2B marketing plans in a number of industries, including manufacturing, health products, and business technologies. He manages the mechanics of our clients' inbound marketing programs, including marketing automation setup, email marketing, and digital content creation.