How do you use visuals in your content marketing? What types of visuals have you found to be most effective?

Question

Visual content marketing has become an essential strategy for engaging audiences and driving conversions in the digital age. This article explores the most effective types of visual content, drawing insights from industry experts to help marketers elevate their campaigns. Discover how strategic use of visuals can enhance content comprehension, evoke emotional responses, and ultimately boost your marketing success.

Roxanne Brusso · Answer

We've learned that how a visual communicates is just as important as how it looks. As a motion design and illustration studio, we've tested every format—from slick animations to static infographics—but the visuals that perform best are the ones that feel handcrafted for the viewer. Not mass-generated. Not generic.
One of our highest-performing pieces was a looping animation that illustrated a customer's internal frustration (literally a character drowning in Slack messages). It wasn't just beautiful—it felt personal. That's something AI can't replicate. It can produce polished visuals, sure—but the nuance, the timing, the cultural cues that connect with your audience? That still requires a human touch. For us, custom illustrations, motion graphics with narrative depth, and data visuals that actually make sense consistently outperform everything else. If your visuals aren't grounded in understanding your audience's mindset, they'll scroll right past them—no matter how attractive they are.

Adnan Sakib · Answer

As a media company, we work across both photos and video, but if we're being honest, photos often win in ROI, especially when they feel relatable. The overly polished, stock-photo vibe is a scroll-past. What performs best? Images that feel like real life. Not perfect. Not staged. Just honest.
We've seen strong results from visuals that showcase real team members, real customers, or real moments - not a model in a fake handshake. These kinds of images create trust and familiarity at a glance, which is crucial when attention spans are short. We also find that photos load faster, repurpose easier, and can anchor a great headline in ways video sometimes can't.
When we do use video, it's usually paired with motion graphics or text overlays and used more for engagement than conversion. But photos? Those often drive the actual clicks and purchases, especially in retargeting ads or email campaigns.
In short: visuals that feel real perform better. Whether it's a behind-the-scenes photo from a shoot or a customer holding a product, people connect with what feels familiar, and that connection converts.

Jock Breitwieser · Answer

Visual content isn't just decoration; it's direction. It either guides attention or distracts it. Let me give an example: one of our clients was struggling with high bounce rates on their thought leadership blog. The content was strong, but the page looked like a wall of text.
Our team at Social Sellinator decided to introduce visuals every 300-400 words to highlight key concepts, summarize frameworks, or simplify complex data. We also included branded decision-tree graphics and skimmable infographics instead of stock photos.
Time-on-page jumped by over 35% and scroll depth nearly doubled. We went ahead to repurpose these visuals for LinkedIn carousels, which drove 3x more traffic back to the original articles than standard link shares.
We've found that the most effective visuals aren't just eye-catching; they reduce cognitive friction and reinforce the message. If your visuals aren't making the content easier to understand, they're just clutter.

Billy Southard-Woolf · Answer

At Synima, we support many leading brands with impactful content marketing and communications. From our experience, the most effective types of visual content depend entirely on the campaign's goals and what success looks like for the organization.
If the aim is brand awareness, we usually find that a highly cinematic brand piece is the most effective way to communicate a company's core ethos and mission. At this stage, you're often meeting your audience for the first time, so the goal isn't to overload them with details, but to make a lasting impression. It's about crafting something memorable that embeds your brand name in their minds.
When the goal is conversion, we often turn to case studies and testimonials. Hearing about the benefits of a product or service from a customer or end-client is typically far more persuasive than hearing it from the brand itself. This approach lets the audience see themselves in the story. These pieces can be emotionally driven: highlighting how a service helped someone through a difficult time or contributed to a larger impact.
These are just two of many approaches. But if there's one common thread across the most successful content we produce, it's this: story-driven, human-centered content always wins.

Steven Manifold · Answer

Visuals are critically important for content marketing, primarily for grabbing and retaining attention. There is a wealth of academic and scientific research that demonstrates the importance of images to human responses. From higher recall for visual stimuli (because images are stored both visually and verbally in memory, while words are stored only verbally), to faster processing of content (studies show the brain processes images significantly faster than text-only material). If you want your content to be noticed and remembered, distinctive visuals are a must.
How do you make your visuals distinctive? Perhaps the most powerful principle marketers should embrace is that people respond to people. Including visuals with people (faces or even just body parts) consistently drives up engagement. In my own experience at a large B2B SaaS business, social media advertisements that featured people almost always outperformed those without. This was true both in terms of engagement (likes, comments, clicks) and impressions (because digital advertising algorithms also know people like and respond to people).
Visuals can also aid in the distillation of complex ideas and concepts. Adding supporting visuals (figures, charts, infographics, etc.) improves audience comprehension and leads to deeper understanding. It's important, though, that the visuals are consistent with the written message. They should reinforce, not distract.
Subtle changes to visuals can also make a big difference. While running some targeted advertising and product content in an account-based marketing program, we found using the target company's brand color (in this case red, rather than our corporate blue) again increased engagement and performance of our content. Our audience was preconditioned (from seeing their own content) that red was something to take note of.
Finally, for marketers, remembering the importance of consistency is key. We all remember the person advertising our favorite products (as much as the product itself) if they appear consistently. Nearly all of your intended audience will not see or remember your content. Marketers will get sick of using the same visuals and images long before your prospective customers. Keep at it and don't be tempted to switch, especially when something starts to work.

Yessy Abolila · Answer

At Animoto, our product is inherently visual, so our content marketing follows the same principle: show, don't tell. I regularly use short GIFs to demonstrate product features in a way that words alone can't.
For example, when we launched the Multiple Fonts feature, I created a quick animation showing a video using multiple fonts in action. Rather than just explaining the feature in text, the visual immediately communicated its creative potential and impact.
I aim to keep these animations under five seconds—simple, clean, and to the point—so they grab attention without overwhelming the message. If a piece of content requires multiple visuals, I prioritize one strong, animated hero visual to lead, followed by smaller, static images that reinforce the key points without distraction.

Bob Mackowski · Answer

Hi guys,
I wanted to weigh in on your query as both a professional photographer who runs a small business and as a speaker who specializes in visual marketing. (View my visual marketing speaker site here: bobmackowski.com) If you need it, I'd also be willing to share images from my marketing and images that I've created for my photo clients.
Here are a few quotes for you:
Visuals are critical in content marketing. Without visuals, you don't have effective content. Period.
The research on video marketing is overwhelming. It's wanted by consumers, it's critical to decision making, and it's effective. It will help you drive leads and sales.
Photos drive sales and this isn't a new phenomenon. Think about all of the product photos and photos of models that you've seen in print catalogs and magazines for years and years. That still exists in the newest era of content marketing, except now there are so many more types of photos that you can use effectively. User-generated photos, behind-the-scenes photos, and storytelling photos go a long way.
Visual content is a necessity on social media. You must have visuals on platforms like Instagram and TikTok. However, even on platforms where you don't need to have visual content, you still need to have visual content. Research shows that on platforms where you can post just text alone, such as Facebook, LinkedIn, and Twitter/X, content with visuals performs significantly better. Facebook has even taken the recent step of sharing a warning when people post text alone. It says that the poster's reach may be limited without the use of a visual element.
Every single one of my social media posts has a visual element to it, either photos or videos. Even my email marketing contains photos or graphics.
Photos are most successful for me in my marketing. That's not always the case with businesses. There are plenty of businesses that succeed with long-form video on YouTube and short-form video on platforms like TikTok, Facebook, and Instagram.
Hope this helps! Please let me know if you have any follow-up questions.
Bob Mackowski

Nick Vitucci · Answer

We use visuals in our content marketing to instantly communicate style, quality, and professionalism — especially important for a service like ours that's highly visual by nature. High-resolution photos of finished wraps, behind-the-scenes shots, and time-lapse videos of installations have proven most effective. They don't just show the result; they build trust by highlighting our process and attention to detail. Branded graphics and design mockups also help clients visualize what's possible for their own event or vehicle. The most impactful visuals are always the ones that feel real and polished, giving potential customers a clear sense of what it's like to work with us.

Kristina Bronitsky · Answer

In the world of the highly competitive hotel space, where travelers often make snap judgments based on first impressions, the right visuals can make or break a brand's ability to resonate with its audience.
The strongest asset images are those which not only portray the property in the best possible light but also create an emotional response, so the viewer can see themselves in an experience, not simply a purchase. By using a variety of high-quality professional images, virtual tours that put the customer in the hotel, and user-generated content, we have discovered that a mix of the aesthetic and emotional needs of travelers helps drive engagement and ultimately conversion.
In our experience, it is not simply a matter of depicting a nice property; it's about crafting a tailored story around a property that reflects the hopeful dreams of the viewer's lifestyle. Images are not a companion to copy—they are the main conduit to tell a story in an era where visuals are the currency of the Internet. The best of these are those that capture the spirit of the experience you might have — from morning coffee on a sunlit terrace to a snug night in a well-decorated living room.

Bryan Philips · Answer

We use original data visualizations and annotated screenshots to explain complex ideas simply and quickly. Charts backed by proprietary or campaign-specific data often get shared more and cited by other sites. Annotated images from real campaigns also perform well—they add proof and transparency. In our experience, clarity and context beat polished stock visuals every time.

Ajinkya Thete · Answer

In my experience, visuals are the silent ambassadors of your brand, conveying messages that words alone cannot. When working with a retail client, I often emphasize the power of storytelling through imagery. For example, instead of merely showcasing products, we create a narrative around the lifestyle they embody. This could mean using a series of images depicting a day in the life of someone using the product, subtly weaving it into relatable, everyday moments.
One type of visual that consistently proves effective is the use of dynamic, high-quality photos that capture movement or emotion. These visuals create an emotional connection and invite viewers to imagine themselves in the scene. Another compelling visual tool is infographics, especially when we need to convey complex information succinctly.
Ultimately, the goal is to make the audience feel something profound and personal. As I often say, "Great visuals don't just capture attention; they capture the heart."

Fredo Tan · Answer

Though we use a mix of visuals in our content, one thing that works really well for us is embedding interactive demos. Static images are fine for quick reference, but demos let people actually click through and see how something works for themselves. Whether it's a feature, a workflow, or a full product tour, it's a lot more engaging.
We use them in blog posts, tutorials, and comparison pages where showing beats telling. It helps build trust and keeps people around longer (great for SEO too) than a static visual ever could.

Sanjay Prajapat · Answer

I use visuals in content marketing as a way to simplify complex messages, grab attention quickly, and keep people engaged longer. In a fast-scrolling digital world, a strong visual can often communicate more than a paragraph of text. I like to think of visuals as conversation starters—they pull the audience in and make them want to learn more.
The types of visuals I've found most effective are infographics, short videos, carousels, and branded graphics. Infographics work well when explaining stats or processes, while short videos (especially for social media) boost engagement and retention. Carousels on platforms like LinkedIn or Instagram are great for step-by-step storytelling. Branded visuals also help build recognition and trust over time.
What really makes visuals effective, though, is tailoring them to the platform and audience. For example, a clean, data-rich chart might work great on LinkedIn, but on Instagram, a more playful, design-focused image grabs attention better. It's all about matching the visual style with your message and where your audience is.

Amanda Kostro Miller · Answer

We focus so much on creating expert content that we sometimes forget about creating expert authority visuals as well.
In recent months, my clients and I have shifted away from stock images or artistic images and toward infographics, charts, screenshots, and comparison tables - all of which are created in-house.
It takes extra effort, but the result is truly exceptional pieces of visual information. Not only are they highly engaging, but they can even be picked up on the SERPs and in AI Overviews.
I suggest creating something that is truly unique and offers a distinctive perspective, just as we try to do with our content. The more detailed it can be, the better. And in the case of screenshots, the more "real" it can be, the better.
Don't forget to add your company logo within the image to keep your branding front-of-mind.

Akshay Venkatachalam · Answer

We don't treat visuals as mere decoration or garnish on the steak. The more we listened to our customers, the clearer it became: what they remember isn't the product walkthrough or the feature list. It's the feeling we leave them with. That's where the visuals do the real work.
Some of our best-performing posts don't show a single UI screen. They show emotion: a satisfied customer, a team after a well-deserved brunch, a founder breathing easy after passing an audit without last-minute chaos. These images don't explain our platform - they reflect the emotional payoff of using it. That's what makes people stop scrolling.
Then there are the quotes. The ones that aren't polished. Not the kind you'd find in a glossy case study, but the kind you hear in a customer call. "Your tool saved my Sunday." Or: "This is the first time I don't feel like I'm guessing." We've turned lines like those into visual posts, and they outperform anything marketing writes in-house. Because buyers recognize their own voice in it.
After events, we lean into the human moments - a discussion at the demo station, one of our champions stopping by to say hello, a remote team happy to meet in person. Posts that show collaboration and connection, not just attendance, are the ones people engage with.
Celebrating customers also works, but only when it's done right. Not "here's a logo, they bought our product." Instead: "This compliance lead rebuilt their entire process with four people and a deadline that would scare most teams." While we have a product to sell, the customer is the protagonist. We believe they are, and that's the reason we call them champions. That framing changes everything.
If there's a pattern in what works, it's this: the more honest we are about the struggle, the more powerful the visual becomes. People don't want perfection. They want proof that someone understands what they're going through. Our visuals aren't there to sell the product. They're there to say, 'we see you'. That's what earns trust.

Priyanka Sharma · Answer

Visuals play a crucial role in content marketing by grabbing attention, conveying messages quickly, and enhancing engagement. On platforms like Instagram, visuals aren't just supportive—they are the content. I've found that short-form animated content, reels, and carousels using motion graphics are among the most effective formats right now.
One recent trend is animated explainer reels—these use eye-catching transitions, kinetic typography, and character animations to break down ideas, products, or stories in under 30 seconds. For example, brands are using looping animations to showcase product benefits creatively, often layered with trending audio to boost reach.
Another effective visual format is stop-motion style animations, especially for accessories, food, or lifestyle products. They add a handcrafted, unique aesthetic that stands out in a scroll-heavy feed.
Carousels with animated first slides or cover visuals are also performing well—especially when combined with educational or storytelling content. These visuals help improve dwell time and save rates.

Patricia Bardin · Answer

Content strategy leaders must work with design teams or focus intensely on their own to create purpose-driven images that not only enhance the user experience but also reinforce the page's keyword strategy through thoughtful naming and alt text. The more times web crawlers can confirm your site and page(s) show and mention target keywords in a genuine fashion, the better your page(s) and overall site will rank. These become excellent site quality signals.
The goal is to map visual content to core search intents likely for the page on which the visual content will be utilized, ensuring each image contributes to SEO through aligned messaging (text on the image), file naming, and descriptive alt attributes.

Komal Shinde · Answer

Using visuals in content marketing is crucial for our real estate business, as it helps us grab the audience's attention. We capture high-resolution property images and even take drone shots to show its aerial views from different angles. Other than that, we provide 3D floor plans and virtual site tours. Virtual tours are the most effective form of visual content, as they let buyers explore the property from wherever they are. This makes them spend more time on the website and also engage more with the content. Short-form videos with influencers giving property tours and client testimonials also work very well. Infographics showcasing a location's advantages, home-buying tips, market data, pricing trends, etc. are a hit on social media. Therefore, visuals that offer buyers a close glimpse into the property build trust and are the most successful in increasing conversions.

Lord Robert Newborough · Answer

Infographics are another visual strategy we use frequently in our content marketing. They simplify complex information about skincare routines, ingredient benefits, and product features into visually appealing formats. These graphics are perfect for educating our customers while keeping their attention.
We share these infographics across multiple channels, from social media posts to email campaigns. They not only serve as informative tools but also encourage sharing, which extends our reach. By offering visually rich and easy-to-understand content, we have improved customer understanding of our products, which has translated into more informed buying decisions and higher customer retention.

Humaira Iqbal · Answer

Visuals are excellent for content marketing, as they display important information without it appearing as chunky text. People prefer to skim read. They don't want to read long paragraphs of text; instead, they want to easily digest information.

Matt Bowman · Answer

Visuals are a big part of how I help clients connect with their audience. One type of visual I'm using more and more is micro-animations. These are subtle movements—like an icon gently pulsing, or a headline fading in. They're not flashy for the sake of it; but when used well, they help highlight the exact points clients want their audience to remember.
I've found micro-animations especially helpful on landing pages. They add personality and make brands feel more approachable without distracting from the message. Clients appreciate that it feels modern and engaging without needing a huge production budget. It's one of those small touches that can make content feel more alive and worth exploring.

Jason Hennessey · Answer

Our team thoughtfully integrates visuals to support educational content and improve learning outcomes. Step-by-step guides with annotated images or diagrams carefully help audiences follow along more confidently and effectively. This consistently encourages deeper engagement and more successful application of advice. Visuals naturally make practical guidance clearer and more actionable.
Step-by-step diagrams and annotated screenshots have consistently been most effective for educational content. They thoughtfully provide clarity that supports faster learning and better retention. The visual structure carefully reinforces understanding while keeping content approachable. This always ensures readers feel equipped and empowered after engaging with the material.

Visual Content Marketing: 22 Most Effective Types

Visual Content Marketing: 22 Most Effective Types

Craft Personalized Visuals for Audience Connection

Authentic Photos Drive Engagement and Conversions

Strategic Visuals Enhance Content Comprehension

Tailor Visual Approach to Campaign Goals

Leverage People-Centric Images for Impact

Demonstrate Product Features with Animated GIFs

Visuals Essential for Effective Content Marketing

Showcase Quality and Process with Real Imagery

Evoke Emotional Responses Through Lifestyle Visuals

Use Data Visualizations for Shareable Content

Capture Emotion with Dynamic High Quality Photos

Engage Audiences with Interactive Product Demos

Match Visual Style to Platform and Message

Create Unique Expert Authority Visuals

Show Emotional Payoff Not Product Features

Animate Short Form Content for Engagement

Align Visuals with SEO Keyword Strategy

Virtual Tours Boost Real Estate Conversions

Simplify Complex Information with Infographics

Highlight Key Points with Micro Animations

Use Step by Step Visuals for Better Learning

Visuals Simplify Information for Easy Digestion