12 Types of Visual Content For Marketing That Work

12 Types of Visual Content For Marketing That Work

You're scrolling through your feed. What made you stop? Was it a wall of text… or was it something visual?

Your prospects are making snap judgments about your business in milliseconds. And in today's attention economy, if you're not using visual content effectively, you're leaving millions on the table.

I've spent a ton of money on marketing across dozens of businesses. I can tell you this with absolute certainty: Visual content isn't just “nice to have” anymore—it's the difference between scaling to 8-figures or watching your competition eat your lunch.

The businesses that master these 12 types of visual content don't just survive—they dominate their markets with lower acquisition costs and higher conversion rates than everyone else.

In this article, I will hand you the exact visual content playbook that has generated millions in revenue for our portfolio companies—the same strategies you can implement immediately to see results within days, not months.

Let's get straight to what works.

The Power of Visual Storytelling

Visual content isn't just pretty pictures; it's storytelling. Think of it like a good dish. You need the right ingredients to create something memorable. Meanwhile, the way you present it matters, too. A beautiful plate can elevate a simple meal into a culinary experience. Similarly, well-crafted visuals can transform plain information into compelling stories.

Here's what makes visual storytelling work:

• Engagement: Humans are wired to respond to visuals. Research shows that people remember 80% of what they see but only 20% of what they read.
• Retention: When people see information presented visually, they are more likely to retain that information.
• Emotional connection: Images and videos evoke feelings more readily than blocks of text.

Let's put it this way: the right visual can capture attention faster than a headline. Think about it. When you scan articles online, what stops you in your tracks? Most likely, it's the visuals. Now, imagine what those visuals could do for your marketing strategy.

Why You Need to Incorporate Visuals

Still not convinced? Let's break into why incorporating visuals can be a game-changer for your marketing efforts:

• Increased Social Shares: Posts with visuals get 94% more views and engagements than those without. If you want your content to go viral, visuals are crucial.
• Improved Click-Through Rates: Emails with images can boost click rates by 42%. You're missing out big time if you aren't including visuals in your emails.
• Branding: Strong visual content conveys professionalism and boosts brand identity. It can set you apart from competitors.
• SEO Boost: Search engines favour sites with rich media. Well-optimised images can drive traffic to your site.

The Hidden Game-Changers in Visual Content Marketing for 2025

1. 62% of Marketers Are Betting on Interactive Content – But Not for Virality

While most discussions focus on video, interactive content is the silent disruptor in 2025.

Over six in ten marketers now prioritise quizzes, calculators, and games to convert passive scrollers into active participants. The kicker? This isn't just about engagement – it's a data goldmine. Every poll answer or quiz result feeds hyper-personalised retargeting campaigns, turning fun into profit.

Implication: Brands that master interactive tools will dominate first-party data collection, sidestepping cookie deprecation. Think of it as replacing guesswork with chess moves.

2. 14% of Marketers Are Going Full Playground with Polls and Games

A smaller but aggressive cohort doubles on gamification, using challenges and contests to drive loyalty. For example, cooking brands are crowdsourcing recipes for user-generated cookbooks. This isn't just marketing – it's community-building with skin in the game.

Implication: Expect a surge in “rewarded engagement” models, where users trade creativity for clout (e.g., featuring top contributors in campaigns). It's the TikTokification of niche industries.

3. WEBP Images Now Dominate (49.5%), Leaving JPEG in the Dust

While everyone obsesses over video formats, WEBP has quietly become the default image format for nearly half of brands. Its smaller file size and faster load times are critical as page speed becomes a make-or-break SEO factor. Yet, most marketers haven't even heard of it.

Implication: Teams slow to adopt modern formats like WEBP or AVIF will bleed traffic to faster competitors. It's the digital equivalent of showing up to a gunfight with a spoon.

4. 63.3% of Marketers Overhauled Visual Strategies in 2023 – And It's Paying Off

Nearly two-thirds of brands rebuilt their visual playbooks last year, focusing on original graphics over stock photos. Why? Original visuals outperform stock by 9%, proving generic = invisible in 2025's content glut.

Implication: The stock photo industry faces obsolescence unless it pivots to AI-customisable templates. Meanwhile, niche designers specialising in brand-aligned visuals will mint cash.

5. Data Visualisations Are the Most Used (52.2%) But Underperforming

Here's the paradox: charts and infographics are everywhere, yet only 31% of marketers rate them as top performers. The reason? Most are regurgitating spreadsheets instead of telling stories.

Implication: The next frontier is “narrative visualisations” – think animated charts that unfold like mini-documentaries. Tools like Flourish will become as vital as Canva.

These aren't just nice-to-have benefits but essentials in modern digital marketing. You might be asking yourself, “How do I start?” Well, let's explore that upcoming. But first, let's highlight some effective types of visual content that can elevate your strategy.

12 Types of Visual Content That Work

Now that we understand why visual content is crucial, it's time to dive into the nitty-gritty. You can harness various visual content types to grab attention, engage your audience, and drive conversions. Let's explore these 12 types and how they can elevate your marketing game!

1. Infographics

Infographics are the superheroes of visual content. They simplify complex information into attractive visuals. They combine data, images, and minimal text to create a straightforward narrative. A well-designed infographic can be shared widely, enhancing your brand's reach.

How to Use Infographics:

• Statistics: Present key data or findings.
• Processes: Explain steps simply.
• Comparisons: Showcase pros and cons visually.

I once created an infographic about the benefits of remote work. It not only went viral within my network but also attracted new clients. Visuals resonate!

2. Videos

If there's one form of content that rules, it's videos. Videos are engaging, entertaining, and versatile. They allow you to communicate messages quickly and effectively.

Applications for Video Content:

• Promotions: Showcase new products or services.
• Tutorials: Help your audience learn new skills.
• Brand Stories: Tell your brand's story, making it personal and relatable.

Remember when you watched a funny product demo and couldn't resist sharing it with your friends? That's the power of a great video working its magic!

3. GIFs and Animations

GIFs and animations are fantastic for spicing up your content. These quick, looping visuals convey emotions, reactions, and humour. They help to break up text-heavy content, making it more digestible.

Practical Uses for GIFs:

• Social Media Posts: Enhance engagement with bite-sized animations.
• Emails: Add a splash of fun to newsletters.
• Reactions: Humorously communicate emotions or reactions.

I often use GIFs to add a light-hearted touch to my social media posts. They keep my audience engaged and entertained!

4. Memes

Memes are not just internet jokes; they can be a powerful marketing tool. They harness humour and cultural relevance, making them relatable and shareable.

Why Use Memes:

• Cultural Relevance: Align your brand with current trends or events.
• Engagement: Memes often lead to high shares and interactions.
• Relatability: They can showcase your brand's personality in a light-hearted way.

I've seen brands gain tremendous traction by creating memes around trending topics. A good meme hits the mark!

5. Branded Images

Branded images are not just pretty pictures; they represent your brand's identity and values. Consistent use of branding elements like your logo, fonts, and colours helps create a cohesive look across all platforms.

Tips for Branded Images:

• Consistency: Maintain the same colour palette and style throughout.
• Quality: Use high-quality images that reflect professionalism.
• Storytelling: Each image should tell a story about your brand.

I use branded images for my social media and website, which creates a professional and trustworthy image for potential customers.

6. Presentations and Slideshows

Presentations are excellent for conveying information in a structured way. Slideshows can serve as valuable lead magnets or informative resources for your audience.

Key Elements for Engaging Presentations:

• Visuals: Use images, diagrams, and charts to enhance understanding.
• Brevity: Keep text minimal to maintain attention.
• Calls to Action: Inspire your audience to take action based on the presented information.

I once developed a presentation on customer satisfaction that clients found very useful. They appreciated the visuals that complemented the data!

7. Data Visualisations and Charts

Data visualisations and charts help convey complex data transparently and succinctly. They can transform dull numbers into captivating stories.

Benefits of Data Visualisations:

• Clarity: Make data easy to understand at a glance.
• Comparison: Highlight differences and trends visually.
• Engagement: Attracts interest and encourages exploration.

I helped clients secure new investments by presenting market research in a clear chart. The visuals played a pivotal role!

8. Interactive Content

Interactive content (like quizzes and polls) invites user engagement and keeps your audience entertained. This type of content encourages participation, providing a memorable experience.

Examples of Interactive Content:

• Quizzes: Discover your audience's preferences or personalities.
• Surveys: Gather feedback while engaging users.
• Calculators: Offer tailored results based on user input.

I installed quizzes on my website, which significantly boosted user engagement. People loved trying them out!

9. User-Generated Content (UGC)

UGC is content created by your audience or customers. It builds trust and encourages community, as people love sharing their experiences. Plus, it's a cost-effective way to generate content.

Leveraging UGC:

• Encourage Sharing: Create hashtags for customers to use.
• Feature on Platforms: Showcase UGC on your website or social media.
• Contests: Initiate contests for the best UGC with enticing rewards.

Promoting a customer's photo using my product once led to a surge in sales. Authenticity speaks volumes!

10. Product Demos and Tutorials

Product demos and tutorials are practical and informative. They show potential customers exactly how a product works and what value it provides—essential for driving conversions.

How to Create Effective Demos:

• Show, Don't Tell: Demonstrate features visually instead of just listing them.
• Keep It Short: Focus on key benefits without overwhelming information.
• Use Testimonials: Incorporate user feedback to strengthen credibility.

I created a video demo for a product launch that made a powerful impact. Customers appreciated seeing the product in action.

11. Behind-the-Scenes Content

People love to see the human side of brands. Behind-the-scenes content offers insights into your process, team, and culture. This transparency builds trust and connection with your audience.

Ways to Share Behind-the-Scenes Content:

• Team Introductions: Feature team members and their roles.
• Event Coverage: Show what goes on during events or launches.
• Daily Operations: Share glimpses of daily activities or production.

Behind-the-scenes content has helped forge stronger connections. Customers feel like they know you!

12. Testimonials and Review Graphics

Last but not least, testimonials are vital for building credibility. Visual testimonials featuring customer experiences can offer social proof that sways potential buyers.

Best Practices for Testimonial Graphics:

• Authenticity: Use real quotes and images of happy customers.
• Highlight Benefits: Focus on specific outcomes or improvements.
• Share Widely: Post on websites, social media, and marketing materials.

When I featured client testimonials on my homepage, I noticed an immediate boost in trust and inquiries!

How to Choose the Right Type of Visual Content

Now that you're equipped with a solid understanding of various types of visual content, you may wonder how to choose the right one for your needs. With so many options available, it can be overwhelming. But don't worry; we'll break it down together!

Choosing the correct type of visual content begins with understanding your goals, audience, and message. Here's how to navigate this process effectively.

Define Your Goals

Before diving into the creation process, clarify your goals. What do you want to achieve with your visual content? Your objectives will guide your decisions. Here's a simple checklist to consider:

• Brand Awareness: Are you looking to get your name out there and build recognition?
• Engagement: Do you want to connect and interact with your audience more deeply?
• Conversions: Are you focused on driving sales or sign-ups?
• Education: Is your aim to inform your audience about a specific topic or product?

For example, when I tailored an infographic about the benefits of eco-friendly products, my goal was brand awareness. I wanted to engage people while spreading knowledge about sustainable choices.

Know Your Audience

Understanding your audience is crucial. Who are they? What are their preferences, interests, and pain points? Tailoring your content to their needs enhances effectiveness. Here are a few ways to research your audience:

• Surveys and Polls: Ask your audience directly about their preferences.
• Social Media Insights: Use analytics to gauge what types of content they engage with most.
• Competitor Analysis: Observe what works for your competitors; it can provide valuable information.

For instance, when I discovered that my audience preferred video content, I shifted some resources toward creating more engaging tutorials. The results were impressive, with increased views and genuine interactions!

Align with Your Message

Your selected visual content should align with the core message you want to convey. Here's how to ensure your visuals reflect your brand voice and message effectively:

• Tone: Consider the tone of your message. Is it serious, fun, or educational?
• Complexity: Some topics require in-depth explanations, while others can be straightforward. Match the complexity of visuals to the depth of the topic.
• Consistency: Ensure your visuals maintain a consistent theme, colour scheme, and style. This reinforces your brand identity.

For instance, when discussing a fresh product launch, I opted for vibrant, high-energy visuals that matched the excitement we wanted to convey. Consistent messaging throughout helped to create a buzz around the launch!

Consider the Platform

Different platforms have unique audiences and styles that can affect how your visuals are received. Here's a quick overview of popular platforms and the types of visual content that work best on each:

For example, I once posted a quick, engaging video on Instagram that perfectly suited the platform's visual nature and contributed to numerous shares and likes. Understanding platform nuances can make a significant difference in engagement.

Experiment and Iterate

Don't hesitate to experiment with different visual types. What works for one campaign may not work for another! A/B testing can be an excellent strategy. Here's how:

• Create Variations: Design multiple versions of the same visual to test different styles, formats, or messages.
• Measure Performance: Use tools like Google Analytics to track your visuals' performance. Look for metrics like views, shares, and conversion rates.
• Iterate Based on Feedback: Use the feedback and data collected to optimise future content.

For example, I once tested two versions of an infographic: one dense with information and another more simplistic and colourful. The simpler version led to significantly more shares, affirming the audience's preference for digestible content.

Leverage Tools and Resources

You don't have to go at it alone! Several tools and platforms can make the creation and analysis of visual content more accessible:

• Canva: Perfect for creating stunning infographics, social media images, and presentations.
• Adobe Spark: Great for crafting graphics, web pages, and video stories.
• Piktochart: Excellent for creating infographics and data visualisations.
• Hootsuite: Ideal for scheduling and analysing your social media posts.

When I started using Canva, it was a game-changer for my team. We could easily create visuals that matched our brand—no graphic design degree required!

Bold Predictions for 2030

1. AI-Powered Personalisation Will Make 80% of Today's Content Obsolete. By 2030, generative AI will craft bespoke visual stories for each user in real-time. Your LinkedIn ad? It'll morph based on whether the viewer is a CEO or an intern.
2. Interactive Content Will Command 40% of Marketing Budgets. As attention spans crumble, static posts will die. The winners will be brands that turn ads into experiences – imagine a skincare quiz that diagnoses your skin type via a camera scan.
3. Video Will Split into Two Tracks: Snackable (under 10s) and Deep-Dive (30m+). Mid-length videos (5-10 mins) will vanish. Platforms will reward lightning-fast hooks or Netflix-level depth, with nothing in between.

Black Swan Events That Could Rewrite the Rules

• Regulatory Hammer on Data Collection: The model collapses overnight if governments restrict interactive content data usage.
• AI-Generated Content Overload: Platforms like Instagram might ban AI visuals to preserve “authenticity,” forcing brands back to manual creation.
• Neural Interface Breakthroughs: Direct brain-visual interfaces (à la Neuralink) could make screens obsolete, prioritising mental imagery over traditional formats.

Final Word

The brands that thrive won't just follow trends – they'll weaponise them.

While others chase viral videos, savvy marketers build two-way visual ecosystems where every click teaches the algorithm, every interaction builds loyalty, and every asset works like a Swiss Army knife.

Want to stay ahead? Bookmark this visual content trends deep-dive and revisit it quarterly.

By 2030, the gap between leaders and laggards won't be measured in clicks but light-years.