A refined visual strategy is key to propelling small businesses to align with changing consumer expectations this year. iStock provides top tips to update your marketing materials to present an opportunity to increase consumer engagement and brand loyalty, shares Paul Braga, Associate Creative Director, Getty Images.
Small businesses are poised to become the winners of 2022, where heightened consumer demands offer local businesses an opportunity to shine. 40%Opens a new window of Gen Z and Millennials have increased their local shopping habits over pre-pandemic levels. With this surge of business, reevaluating and adjusting marketing strategies to stay on trend with consumer habits will be essential for small businesses to compete in the marketplace. This year, something to keep in mind will be how to use visuals to engage with and grow audiences effectively.
See More: The Next Great “Love Story†Is All About Content Personalization
Tip #1: Embrace the Power of Video
Increasingly, video has become an integral facet of marketing. Many major businesses use video as the main driver for brand engagement – especially on the heels of the Super Bowl – but for small businesses with limited resources, it can be a costly and time-consuming process. However, by limiting their use of video, SMBs may be missing out on an important channel. iStock’s visual trends researchOpens a new window shows that Gen Z and Millennials’ purchasing decisions are driven more by informative, online video content than in-store experiences — 43% of Gen Z and 41% of Millennials state that they prefer online video product demonstrations (67%) to in-person experiences.
Video can be daunting, but it all comes down to finding the right platform to align with your goals, budget, and capabilities. Tools like the iStock Video Editor will make professional-quality video creation more affordable and straightforward for small businesses and entrepreneurs. Finding free (or low-cost) editing software, like iStock’s, enables marketers to produce high-impact videos without previous design or editing experience. The right platform allows businesses of all sizes to optimize their visual strategy to create higher engagement and improve ROIs.
Tip #2: Showcase Mental Health More Accurately and Authentically
Amid the pandemic, iStock’s visual GPSOpens a new window research uncovered that 1 in 5 people globally said their most significant source of worry was their continued feelings of discomfort, anxiety, and overall mental health. Additionally, 92% of respondents claimed to want to see more support for those with mental health issues. This presents an opportunity for businesses to make mental health conversations commonplace, ideally helping remove the stigma and move away from media depictions that have long been inaccurate, belittling or possibly triggering for those who struggle with mental health-related issues.
Specifically for businesses, this might look like prioritizing visuals around inclusivity, community, self-care and accurate representations. Additionally, companies should avoid stereotypes around violence, instability and criminality, brain imagery and rely on exercise as a wellness cure.
Tip #3: Connect on a Human Level
As the world continues to change and adaptability becomes essential, people seek representations of individuality that confronts tropes of social norms. This is seemingly translating to design that strives to reflect how we now relate to each other and communicate.
People want media representation that organically highlights intersectionality and celebrates individuality and inclusivity of all kinds. So, businesses must choose visuals that reflect the broad diversity of people across all ages, genders, sexual orientations, ethnicities, abilities and body types. Companies should be proactive and intentional about incorporating diversity and inclusion into their campaigns to foster deep, authentic connections with audiences. People want to feel authentically included and invited into a business’ experience — visuals that portray real people, and real situations are a tool to extend that invitation.
See More: The New Visual Workflow Requires a Mastery of New Skills
Tip #4: Be Bright, Bold, and Big
To help stand out, marketers should opt for bold backgrounds and bright colors/patterns. There’s optimism for a great year ahead, and the visuals businesses share should reflect that. For 2022, Pantone named ‘Very PeriOpens a new window ‘ the color of the year, which embraces this refreshed mood. This color “displays a spritely, joyous attitude and dynamic presence that encourages courageous creativity and imaginative expression†– matching 2022 to a tee, especially when compared to 2021’s gray-toned shadeOpens a new window . Other distinguished colors and geometry will resonate with the spirit of 2022 and can help effectively communicate the communal hopes and excitement for the year ahead.
Additionally, using oversized type and graphics can help tell a straightforward story and emphasize transparency. Larger headlines, icons, or logos can strongly represent businesses and the messages they are trying to convey.
Visualizing Success
Visuals provide an opportunity for businesses to tap into consumer sentiments and lived experiences. The imagery can also convey that consumers empathize with and prioritize their audience. In 2022, people want to align themselves with businesses that care, and they want to be entertained and drawn into the brand experience. Companies can improve engagement and brand loyalty by leaning into video, bright visuals and enforcing the human connection in marketing campaigns.
How can brands differentiate themselves from their competitors in the crowded visual marketing space? Tell us what you think on LinkedInOpens a new window , TwitterOpens a new window , or FacebookOpens a new window . We’d love to know your thoughts!