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Improve Social Media ROI with Visual Content

Published: April 14, 2016       Updated: May 13, 2024

3 min read

Finding new ways to be creative on social media is something all B2B companies struggle with. But, tapping into your inventive spirit and posting visual content is one of the most important things you can do for your social strategy. Appealing visual content can bolster engagement and ultimately attract more leads from all social media platforms. According to Xerox, colorful visuals increase people’s willingness to read a piece of content by 80%.

Here are 4 ways you can improve your company’s social media strategy with visual content.


Kissmetrics reports that content including relevant images gets 94% more views than content without relevant images. That’s a statistic that your social strategy can’t afford to ignore. When you share blogs or articles, pull the featured image into your post to capture your audience’s attention and drive more click-throughs. You can also use photos to connect with your audience on a more personal level. Show off your company culture by posting regularly about office happenings. This strategy can be a great recruiting tool.


If you haven’t considered sharing short video content as a social media marketing tactic, you should. Short-form video content is available in a variety of formats on a range of platforms: 6 second Vines, 15 second Instagram videos, and 2 to 3 minute videos on Facebook. The appeal of short-form video lies in its digestible nature. Short video content suits our busy lives and brief attention spans. Adobe shares that 51.9% of marketing professionals name video content as the type of content with the best ROI. For B2B companies, there are plenty of opportunities to use video on social. Showcase your presence at an event, reveal a new product, or share some behind the scenes footage of your company. Just remember to keep it short and sweet for maximum impact.


Every infographic has a story to tell. Infographics are liked and shared on social media 3x more than any other type of content, reports MassPlanner. Infographics easily capture the attention of your audience because they condense facts, figures, stats, and other graphical elements into easily digestible and attractive content. An infographic containing your logo, website, and contact info could be shared virally, exposing your brand in an effective and organic way. B2B companies should leverage trending industry topics and proprietary data to create infographics for sharing on social media. Bonus points for including a link that drives traffic back to your website.


Take a lighthearted approach to visual content with GIFs. GIFs are short animated images that replay automatically on loop. Use GIFs to express your company’s personality and share short tips and how-tos. Audiences love a good shareable GIF. Check out this fun one that we created of our vice president’s baby gender reveal using Boomerang.

Each type of visual content can contribute something unique and valuable to your company’s social media strategy. Now put your creative hat on and show the social world that you know how to take advantage of visual content.

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