millennials and visual content

12 Aug Making a connection with millennials through emotional visual content

Story ByCamilla C.
Illustration ByMonica S.

Making a connection with millennials through emotional visual content

You are what you post

You’re most likely reading this blog post in-between Twitter browsing and Instagram window shopping. According to Mashable, millennials check social media above all other media types. It’s not only important to have your brand present on social media but to have posts that will leave an impact by using high-resolution imagery. Here’s why:

Emotional visual content

Images and video leave more of a lasting emotional impact than words. The best presentations use limited amounts of stylized text which allow the images to do the talking. Millennials are getting on board with Instagram stories and TikTok videos. Photos on Facebook generate 53% more likes than the average post. The better quality the image is, the more real it feels, and the more emotional we become. Humans of New York is an iconic example with over 10 million Instagram likes. Viewers can see the dimples in a smile, the sweat on someone’s nervous face, and the joy in an elderly couple’s eyes. When you have high-quality images and HD video, it becomes real. If you can count the pixels, you can count on losing interest.

Peppering your social media posts with emotional visual content rather than strictly informational content is the key to getting your audience to come back for more.

Does appealing to emotions work? Extra created a buzz with this approach for what many would consider an emotionless product. Millennials trust brands with whom they feel a connection, and in the case of the Extra commercial, that was achieved with nostalgia storytelling.

Millennials are also America’s most racially diverse generation, so it’s important to make sure you’re messaging is inclusive. The Lean In Collection, which is “a library of images devoted to the powerful depiction of women, girls and the people who support them,” is a great place to start.

Make them laugh, smile, cry, and fall in love with your brand. After all, you are what you post.

Striking the right balance between emotionally engaging and informative is no small feat, especially for B2B brands. At Modicum, we pride ourselves in making your most complicated challenges feel simple.



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