Visual Graphics in PR

The world has become a very graphic place.

infographic for blog (1) Most of us scroll through social media pages every day, and with so much content to process, what type of post stands out to you? Some of the most attention-getting are photos, videos, emojis, infographics, picstitches, visual quotes, gifs, or any other type of images. We even have entire social media platforms dedicated to images (Instagram, Snapchat). Images are a large part of how we communicate on a daily basis. They’re taking over the world of social media, and communication professionals must follow suit to engage viewers.

Don’t believe me? Here are some stats:

  • Including a photo in a tweet generates a 35% boost in retweets.
  • Photo posts on Facebook get 39% more interaction than other posts, and account for 93% of the most frequently engaged posts on the entire platform.0 percent
  • Infographics are 30 times more likely to be read than a full article (stick with me, people!), and even before reading text, 60% of visitors to a website will watch a video if one’s available.

But what makes visual content so effective?

Visuals are processed 60,000 times faster than text, and 90% of information transmitted to the brain is visual. It makes a bigger impact, faster. No reading required.

When I started my career in public relations, I knew I had writing ahead of me – lots of it. From social media posts to press releases, it’s an essential part of the industry. What I didn’t expect was the massive amount of graphic design I’d be doing.

Every day, I create some sort of visual for clients, such as a stand-alone quote (a la New York Times), a #MotivationMonday image for Instagram, or a cover photo for Facebook and Twitter. They are consistently more popular than text-based posts and drive lots of engagement and shares. With this trend having no end in sight, it might be a good idea to sign up for an intro course to Photoshop, take a crack at piecing a video together, or design an infographic!