Businesses use creative communication pervasively and persuasively to reach a multitude of stakeholders, including employees, suppliers, investors, non-profits and the public. Creative communication can make messages more attractive, interesting and believable, which enables leaders and their organizations to attract favorable attention, build good will, and enhance their brand and reputation.
So how do you tap into the power of creative communication to benefit your business? Here are three suggestions that could deliver greater impact to your company messaging.
The potential impact of video cannot be overestimated, and its use on all social media platforms has exploded. Research shows that most people will watch a video rather than read text in print or online. A recent HubSpot survey found that younger people prefer video more than older generations, yet even then, 43 percent of respondents aged 55-plus still prefer video. In addition to reaching people the way they prefer, keep in mind that, according to Digital Information World, viewers retain 95 percent of a message when they watch it in a video compared to 10 percent when reading it in text.
Using video will also increase the odds of your message being received. Just mentioning “video” in an email subject line will increase the click-through rate by 65 percent. And according to Moovly, your company is 53 times more likely to show up first in a Google search when you have a video embedded on your website. Other research published by Digital Information World demonstrates that embedded videos will increase traffic to a website by up to 55 percent.
Not all videos are created equal … and that’s OK. Many companies invest thousands of dollars in producing slick, studio-generated video content. But consider how many homemade, smart-phone-generated videos are out there, and people are watching. According to YouTube, 300 hours of video are uploaded every minute, and nearly 5 billion videos are watched on YouTube every single day. Using a smart phone to shoot a video can still be done professionally for little to no investment (here are a few tips on shooting a smart-phone video).
The Power of Images
“A picture is worth a thousand words”—sure, it’s a cliché (and one we’ve all used a few times), but it’s true. When you stop and think about it, that one picture has tremendous value. After all, very few people you’re trying to reach are going to spend time to read a thousand words to understand who you are and what you are offering. That doesn’t mean you toss out the words. In fact, combining text and images are more likely to grab people’s attention and help them recall what they read.
Using images can help attract people to your content, and it also makes people more interested in sharing. In an analysis of more than 1 million online articles, BuzzSumo found that a story with an image every 100 words or so had double the social media shares than without images. And if you’re tapping into social media, you will increase your success if you incorporate images. For example, tweets with images will garner 150 percent more retweets. That’s worth a picture.
The Power of Infographics
Consider an infographic as the ultimate combination of text and images. It can tell a story, deliver key messages and highlight statistics. We already know people retain messages that are paired with relevant images. The visual style you choose for an infographic can also express your company’s personality – the design can be very straightforward and business-like, whimsical and fun, or somewhere in between.
Business leaders must consider ways to incorporate creative communication in reaching their multiple target audiences, externally and internally. Getting guidance – and perhaps some creative assistance – from a professional business communication agency can help. For more information on how Vitiello Communications Group (VTLO) can help you tell your story in engaging ways, email us at firstname.lastname@example.org or call 732-238-6622.