Since the dawn of the internet, countless individuals have vied for attention, clicks and exposure from search engines like Google. As the nature of the internet and digital communications, entertainment and information have changed, so have the offerings of entities wishing to be seen in an online fashion.

Whereas the internet was once a place comprised almost entirely of text and grainy imagery, it is today a place for a vast collection of multimedia and otherwise visual-oriented content. As such, the nature of content and internet usage has changed substantially since the early 1990s.

If you are wondering why visual content is so important, then keep reading to learn about its importance.

Visual Content Keeps People Engaged

In a world filled with distractions, people often perceive text as if you’re pinging noise or random static at them. While some topics are better served via the use of text alone, many content offerings are enhanced by the occasional use of multimedia (specifically, visual content).

Evidence shows that visual content keeps people engaged with your pages and posts by keeping them on-page for longer periods of time. This – especially if the traffic is being driven from search engines – helps improve SEO signals and further increases the chances of ranking prominently in search results. It also increases the chances of visitors engaging with additional pages and/or content offerings.

Visual Content Directs Readers

Another great reason why visual content matters in 2021 and beyond is the fact that it provides supplemental guidance to readers. Longer posts and pages in particular can be difficult to navigate, easy to lose track of in terms of where a reader last left off, and relatively monotonous without the use of visual elements.

By adding these to posts and pages, you can not only help direct audiences through each point or premise, but also add key context in ways that enhance each reader’s absorption of your points, pitches or purpose.

Visual Content Is Craved by Search Engines

It might seem otherwise, but search engines love to see visual content elements integrated within text-based posts and pages. Historically, these elements could only be read and assessed via elements such as tags and metadata. However, search engines are increasingly developing algorithms that allow them to physically read the content itself, derive meaning and ultimately index it based on similar methods to text-based content.

As such, visual content can be an excellent method through which to further enhance your content in the eyes of search engines and add vital context.

Visual Content Increases Sharing

Last but not least, the use of visual content in text-based posts and pages can further increase the reach of said content via social media and general sharing. Users love to share content online, but the likelihood of content being shared and absorbed by those who didn’t encounter it via search engines is directly correlated to the amount of relevant, meaningful visual content it includes.

While you don’t want to add any random visual content to a post (you’ll just be pinging noise at audiences and potentially hurt your content’s appeal), adding the right types of visual aids ultimately can extend its reach via email, social media and beyond.

Visual content is here to stay – and brands must adapt to embrace this reality. By taking advantage of this dynamic in 2021 and beyond, brands can more effectively convey messages, drive conversions, generate shares and otherwise reach their audiences as intended.