{"id":5214,"date":"2015-12-11T10:17:40","date_gmt":"2015-12-11T15:17:40","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=5214"},"modified":"2015-12-11T10:17:40","modified_gmt":"2015-12-11T15:17:40","slug":"power-of-visual-content","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/","title":{"rendered":"The Power of Visual Content in Association Communications"},"content":{"rendered":"<figure id=\"attachment_3993\" aria-describedby=\"caption-attachment-3993\" style=\"width: 105px\" class=\"wp-caption alignleft\"><img decoding=\"async\" class=\"size-full wp-image-3993\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/03\/BriannaLawsonThumbnail.png\" alt=\"Brianna Lawson, Naylor Association Solutions\" width=\"105\" height=\"106\" \/><figcaption id=\"caption-attachment-3993\" class=\"wp-caption-text\"><em>Brianna Lawson, Naylor Association Solutions<\/em><\/figcaption><\/figure>\n<p>Visual content reaches an individual\u2019s brain in a quicker and more comprehensible way than text-only information. Your brain is hard-wired to identify and process visual information more efficiently than text-based information. This is useful considering that <a href=\"http:\/\/www.marketdominationmedia.com\/power-visual-content-infographic\/\" target=\"_blank\">90 percent of information transmitted to the brain is visual<\/a>, as found from research by Market Domination Media. So, is your association using images in a way that captures your target audience\u2019s attention?<\/p>\n<p>Even if your association has an experienced writer on staff, text alone can fall short when it comes to engaging your readers and sharing your message. Including an image that helps explain what your article or announcement is about can help hold your audience\u2019s interest while giving your association the opportunity to stand out from all the communications your members receive on a daily basis.<\/p>\n<p><img decoding=\"async\" class=\"alignleft size-full wp-image-2502\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/Tweetables-icon.jpg\" alt=\"Tweetables\" width=\"300\" height=\"65\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<blockquote><p>Visual content reaches an individual\u2019s brain in a quicker and more comprehensible way than text-only information.<a href=\"http:\/\/ctt.ec\/335W5\"><img decoding=\"async\" class=\"align=none size-full wp-image-2517\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"RealLilTweetables\" width=\"17\" height=\"15\" \/><\/a><\/p>\n<p>Using images in your association\u2019s communications opens the door to the rest of the information you present.<a href=\"http:\/\/ctt.ec\/fTV61\"><img decoding=\"async\" class=\"align=none size-full wp-image-2517\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"RealLilTweetables\" width=\"17\" height=\"15\" \/><\/a><\/p>\n<p>Did you know that 65 percent of individuals prefer emails that contain mostly images versus 35 percent who prefer mostly text?<a href=\"http:\/\/ctt.ec\/qh4RU\"><img decoding=\"async\" class=\"align=none size-full wp-image-2517\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"RealLilTweetables\" width=\"17\" height=\"15\" \/><\/a><\/p>\n<p>Our research shows that adding images to your tweets will substantially increase engagement.<a href=\"http:\/\/ctt.ec\/On3k3\"><img decoding=\"async\" class=\"align=none size-full wp-image-2517\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"RealLilTweetables\" width=\"17\" height=\"15\" \/><\/a><\/p><\/blockquote>\n<p><strong>Research shows that visual content increases audience engagement<\/strong><\/p>\n<p><a href=\"http:\/\/blog.hubspot.com\/marketing\/visual-content-marketing-strategy\" target=\"_blank\">According to HubSpot data,<\/a> leveraging visual content boosts social media, email and blog traffic. Here are a few important stats to take into consideration when putting together your association\u2019s marketing strategy for 2016:<\/p>\n<ul>\n<li>Tweets with images receive 18 percent more clicks, 89 percent more favorites, and 150 percent more retweets than text-only tweets.<\/li>\n<li>Facebook posts with photos saw the most engagement \u2013 accounting for 87 percent of total interactions, according to Social Bakers, which looks at the top 10 percent of posts made by more than 30,000 brand pages.<\/li>\n<li>Last year, the amount of video from people and brands in Facebook\u2019s news feed increased 3.6 times year-over-year.<\/li>\n<li>Sixty-five percent of individuals prefer emails that contain mostly images versus 35 percent who prefer mostly text.<\/li>\n<\/ul>\n<p>As you can see from this data, images in social media posts and email work well because they open the door to the rest of the information you present.<\/p>\n<p>Plus, images can be easy for your association to find and create. So, why wouldn\u2019t you use them when the opportunity strikes? For example, if your association has an annual conference coming up and you need to send reminder emails, why not include images from last year\u2019s conference to show those members who are on the fence about attending this year what they can expect from your event?<\/p>\n<p>Or, on your association\u2019s Twitter feed, you can post a #ThrowbackThursday (#TBT) image from last year\u2019s conference with a link to register for the current year\u2019s event. With these types of images, you\u2019re letting members into your world by sharing close-ups from your association\u2019s environment.<\/p>\n<p><strong>Examples of how images impact audience engagement<\/strong><\/p>\n<p>What better way to confirm how images effectively increase communication engagement than by testing them ourselves via email and social media?<\/p>\n<p>Here at <a href=\"http:\/\/www.naylor.com\/associationadviser\" target=\"_blank\"><em>Association Adviser<\/em><\/a>, we sent out two versions of our monthly newsletter to see if the inclusion of images in the text-based content would have any impact on reader engagement. Each version had identical content, but one version included images and the other did not. We ran an A\/B test in which each email was first sent to a small number of subscribers. Then, our mailing system measured which version earned more engagement in terms of opens and clicks. <strong>The email that included images received 33 percent more clicks <\/strong>to articles on our website.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5217\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Association-Adviser-October-Newsletter-Comparison.jpg\" alt=\"Association Adviser October Newsletter Comparison\" width=\"550\" height=\"383\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Association-Adviser-October-Newsletter-Comparison.jpg 706w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Association-Adviser-October-Newsletter-Comparison-300x209.jpg 300w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/p>\n<p>Through this test, we confirmed that images <strong><em>do<\/em><\/strong> encourage readers to click through and learn more. We also saw that readers of the newsletter that contained images were more likely to forward our newsletter to a colleague or to share one of the articles on their social media accounts.<\/p>\n<p>In another example, we put together a Facebook and Twitter marketing plan to promote the <a href=\"http:\/\/www.uma.org\" target=\"_blank\">United Motorcoach Association\u2019s<\/a> annual expo. We tested which types of images produced more ad engagement through the use of the same ad text but two types of images: an image of event attendees versus an expo-themed image with the event date.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5218\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/UMA-Motorcoach-Association-Ad-Comparison.jpg\" alt=\"United Motorcoach Association Ad Comparison\" width=\"550\" height=\"262\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/UMA-Motorcoach-Association-Ad-Comparison.jpg 757w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/UMA-Motorcoach-Association-Ad-Comparison-300x143.jpg 300w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/p>\n<p>Which Facebook ad do you think caught more attention from potential attendees?<\/p>\n<p>That\u2019s right! We found that the post containing photos of real people outperformed the expo-themed graphic in terms of click throughs to UMA\u2019s expo website. For the exhibitors we targeted on Twitter, the images of people relate to what they are looking for, which is meeting with decision-makers face-to-face. We also discovered that the expo-themed image performed better on Twitter than the images of people. This could be because our target audience for these ads \u2013 attendees \u2013 are more in tune with the event and destination as a whole. Attendees are looking for more than just one-on-one time with certain individuals, and more about the overall experience and excitement of the destination.<\/p>\n<p>For our final example, you\u2019ll recall from our October webinar, <a href=\"http:\/\/response.associationadviser.com\/twitterarchive\" target=\"_blank\">How to Maximize Your Association\u2019s Use of Twitter<\/a>, we provided examples of how <a href=\"http:\/\/www.agc.org\" target=\"_blank\">AGC of America<\/a> tested the same tweets with and without images for their magazine\u2019s Twitter account, @ConstructorMag. Aside from the images, the tweets read exactly the same and were tweeted at the same time, one day apart. Here\u2019s how each tweet performed:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5219\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Image-Comparison.jpg\" alt=\"Constructor Magazine Tweet Image Comparison\" width=\"500\" height=\"359\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Image-Comparison.jpg 676w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Image-Comparison-300x216.jpg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p>The tweet that included a relevant image had 3.7 times more impressions, 28 times more clicks and a higher engagement rate compared to the same tweet without an image. Engagement rate is the number of tweet engagements divided by impressions. According to <a href=\"http:\/\/www.socialbakers.com\/blog\/2321-instagram-blows-away-twitter-on-brand-engagement-by-almost-50x\" target=\"_blank\">Social Bakers<\/a>, the average post engagement rate is about .07 percent for a tweet.<\/p>\n<p>We also tested this across multiple tweets. Here are the top five tweets by engagement rate from that same issue\u2019s Twitter campaign:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5220\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Engagement-Comparison.jpg\" alt=\"Constructor Magazine Tweet Engagement Comparison\" width=\"550\" height=\"283\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Engagement-Comparison.jpg 908w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Engagement-Comparison-300x155.jpg 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Engagement-Comparison-768x396.jpg 768w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/p>\n<p>You\u2019ll notice that four of five of these tweets include photos. The last tweet on this list did not include a photo. The number of impressions, tweet engagements and the engagement rate are all significantly higher for the first four tweets compared to the last tweet, which had fewer than 200 impressions and two tweet engagements. It\u2019s pretty clear that people love to look at visuals and are more likely to interact with posts that are illustrated with a relevant graphic or photo.<\/p>\n<p>Like the United Motorcoach Association, AGC of America also tested which type of graphics get a better response from their followers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5221\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Comparison-Before.jpg\" alt=\"Constructor Magazine Tweet Comparison Before\" width=\"500\" height=\"336\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Comparison-Before.jpg 681w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Comparison-Before-300x202.jpg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p>In this example, we took information about member projects that link to a specific article in AGC\u2019s monthly magazine and tweeted the same text three times. However, one included a warehouse image (A), the other had no image at all (B), and the final image included employees of a member company (C).<\/p>\n<p>Which of these three do you think performed the best? Let\u2019s take a look at the results:<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_5222\" aria-describedby=\"caption-attachment-5222\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5222\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Comparison-After.jpg\" alt=\"Constructor Magazine Tweet Comparison After\" width=\"500\" height=\"313\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Comparison-After.jpg 679w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Comparison-After-300x188.jpg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><figcaption id=\"caption-attachment-5222\" class=\"wp-caption-text\"><em>Version A=Blue, Version B=Black and Version C=Red<\/em><\/figcaption><\/figure>\n<p>If you thought the tweets with images performed best, you were right. However, the results were mixed. The tweet that included a photo of people performed the best, just as we saw with UMA\u2019s example. What\u2019s surprising is that the warehouse photo didn\u2019t perform well compared to the other two tweets. The tweet without a photo performed better than the warehouse image, but not as well as the photo that included people. What this shows us is that it\u2019s okay to send out a tweet without a photo. Photos don\u2019t always work, and this experiment let us know which types of photos resonate with our followers and which do not. Go with images of real-life people whenever you can.<\/p>\n<p>Not only is it important to include graphics where possible in your association\u2019s emails, social media posts, and blogs, but you should also be conducting A\/B tests to see what types of images work better for your target audience. You may find that infographics perform better in terms of clicks, retweets, or likes over a generic stock photo.<\/p>\n<p><strong>Conclusion<\/strong><\/p>\n<p>As you can see from the examples we provided above, the use of images in your association\u2019s communications can significantly impact how members and potential members interact with and view your association. When selecting images to coincide with the content you produce, select visuals that your audience can relate to, whether its potential attendees to an event you\u2019re hosting or giving prospective new members a taste of your association\u2019s environment.<\/p>\n<p>Don\u2019t forget, you can create a lasting impression on your members by featuring images of your association\u2019s staff, events, publications, and more. Show them what your association is truly about and what they can expect as a member.<\/p>\n<p>How has your association effectively incorporated visual content? Share your story with us in the comments below.<\/p>\n<p><em><a href=\"mailto:blawson@naylor.com?subject=Visual Content article comments\/feedback\">Brianna Lawson<\/a> is an online marketing specialist at Naylor Association Solutions.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Visual content reaches an individual\u2019s brain in a quicker and more comprehensible way than text-only information. Your brain is hard-wired to identify and process visual information more efficiently than text-based information. This is useful considering that 90 percent of information transmitted to the brain is visual, as found from research by Market Domination Media. So, is your association using images in a way that captures your target audience\u2019s attention?<\/p>\n","protected":false},"author":75,"featured_media":5222,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,12],"tags":[84,495,919,920,177,921,491,922],"class_list":["post-5214","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-marketing-communications","tag-agc-of-america","tag-association-communications","tag-audience-engagement","tag-facebook-advertising","tag-member-engagement","tag-twitter-engagement","tag-united-motorcoach-association","tag-visual-content"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Power of Visual Content in Association Communications - Association Adviser<\/title>\n<meta name=\"description\" content=\"Visual content reaches the brain quicker than text-only information. Is your association using images in a way that captures your audience\u2019s attention?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Power of Visual Content in Association Communications - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"Visual content reaches the brain quicker than text-only information. Is your association using images in a way that captures your audience\u2019s attention?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/\" \/>\n<meta property=\"og:site_name\" content=\"Association Adviser\" \/>\n<meta property=\"article:published_time\" content=\"2015-12-11T15:17:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Comparison-After.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"679\" \/>\n\t<meta property=\"og:image:height\" content=\"425\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/power-of-visual-content\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/power-of-visual-content\\\/\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"The Power of Visual Content in Association Communications\",\"datePublished\":\"2015-12-11T15:17:40+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/power-of-visual-content\\\/\"},\"wordCount\":1518,\"commentCount\":2,\"image\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/power-of-visual-content\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2015\\\/12\\\/Constructor-Magazine-Tweet-Comparison-After.jpg\",\"keywords\":[\"AGC of America\",\"association communications\",\"audience engagement\",\"Facebook advertising\",\"member engagement\",\"twitter engagement\",\"United Motorcoach Association\",\"visual content\"],\"articleSection\":[\"Features\",\"Marketing &amp; Communications\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/power-of-visual-content\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/power-of-visual-content\\\/\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/power-of-visual-content\\\/\",\"name\":\"The Power of Visual Content in Association Communications - Association Adviser\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/power-of-visual-content\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/power-of-visual-content\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2015\\\/12\\\/Constructor-Magazine-Tweet-Comparison-After.jpg\",\"datePublished\":\"2015-12-11T15:17:40+00:00\",\"author\":{\"@id\":\"\"},\"description\":\"Visual content reaches the brain quicker than text-only information. Is your association using images in a way that captures your audience\u2019s attention?\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/power-of-visual-content\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/power-of-visual-content\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2015\\\/12\\\/Constructor-Magazine-Tweet-Comparison-After.jpg\",\"contentUrl\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2015\\\/12\\\/Constructor-Magazine-Tweet-Comparison-After.jpg\",\"width\":679,\"height\":425,\"caption\":\"Constructor Magazine Tweet Comparison After\"},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#website\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/\",\"name\":\"Association Adviser\",\"description\":\"Leadership Strategies &amp; Best Practices for Association Professionals\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/author\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Power of Visual Content in Association Communications - Association Adviser","description":"Visual content reaches the brain quicker than text-only information. Is your association using images in a way that captures your audience\u2019s attention?","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/","og_locale":"en_US","og_type":"article","og_title":"The Power of Visual Content in Association Communications - Association Adviser","og_description":"Visual content reaches the brain quicker than text-only information. Is your association using images in a way that captures your audience\u2019s attention?","og_url":"https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/","og_site_name":"Association Adviser","article_published_time":"2015-12-11T15:17:40+00:00","og_image":[{"width":679,"height":425,"url":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Comparison-After.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Written by":"","Est. reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/#article","isPartOf":{"@id":"https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/"},"author":{"name":"","@id":""},"headline":"The Power of Visual Content in Association Communications","datePublished":"2015-12-11T15:17:40+00:00","mainEntityOfPage":{"@id":"https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/"},"wordCount":1518,"commentCount":2,"image":{"@id":"https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/#primaryimage"},"thumbnailUrl":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Comparison-After.jpg","keywords":["AGC of America","association communications","audience engagement","Facebook advertising","member engagement","twitter engagement","United Motorcoach Association","visual content"],"articleSection":["Features","Marketing &amp; Communications"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/","url":"https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/","name":"The Power of Visual Content in Association Communications - Association Adviser","isPartOf":{"@id":"https:\/\/www.naylor.com\/associationadviser\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/#primaryimage"},"image":{"@id":"https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/#primaryimage"},"thumbnailUrl":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Comparison-After.jpg","datePublished":"2015-12-11T15:17:40+00:00","author":{"@id":""},"description":"Visual content reaches the brain quicker than text-only information. Is your association using images in a way that captures your audience\u2019s attention?","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.naylor.com\/associationadviser\/power-of-visual-content\/#primaryimage","url":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Comparison-After.jpg","contentUrl":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/12\/Constructor-Magazine-Tweet-Comparison-After.jpg","width":679,"height":425,"caption":"Constructor Magazine Tweet Comparison After"},{"@type":"WebSite","@id":"https:\/\/www.naylor.com\/associationadviser\/#website","url":"https:\/\/www.naylor.com\/associationadviser\/","name":"Association Adviser","description":"Leadership Strategies &amp; Best Practices for Association Professionals","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.naylor.com\/associationadviser\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"","url":"https:\/\/www.naylor.com\/associationadviser\/author\/"}]}},"_links":{"self":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts\/5214","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/users\/75"}],"replies":[{"embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/comments?post=5214"}],"version-history":[{"count":0,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts\/5214\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/media\/5222"}],"wp:attachment":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/media?parent=5214"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/categories?post=5214"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/tags?post=5214"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}