Menu Close

How to Create Effective Visual Content for Digital Marketing Campaigns

Mofoluke Omole

WSI, Graphic Designer
How to Create Effective Visual Content

Mofoluke Omole

WSI, Graphic Designer

For your business to stand out from the competition and engage your audience during a marketing campaign, it is important to create effective visual content that aligns with your brand and resonates with your target audience. Remember the saying “A picture is worth a thousand words.” In this world of digital marketing, visual content has become a powerful tool for businesses to thrive and connect with their target audience. In this blog post, the key elements of how to create effective visual content for digital marketing campaigns will be broken down.

Key elements of how to create effective visual content for digital marketing campaigns

  • Defining and understanding your target audience
  • Identifying your audience’s preferences and interests
  • Adapting your visual content to your audience
  • Designing effective visual content
  • Choosing the right visuals
  • Incorporating the brand elements
  • Creating visually appealing designs
  • Using color theory and typography effectively
  • Creating different types of visual content
  • Optimizing visual content for digital marketing

1. Defining and understanding your target audience

Having set the aim and objectives for the campaign, you need to define your target audience, as this is crucial in creating effective visual content for better results. The other step is to understand your target audience. This involves understanding who your audience is, what they care about, and what motivates them. This information can then be used to create visual content that speaks to their needs, preferences, and interests.

2. Identifying your audience’s preferences and interests

Once you’ve defined your target audience and you now understand them, perhaps by creating buyer personas- realistic characters that depict the needs of potential customers. It is important to identify their preferences and interests. This includes understanding what types of visual content they are most likely to engage with, as well as their preferred platforms for consuming visual content.

3. Adapting your visual content to your audience

It is imperative to allow your audience to engage with your visual content. It means you should create visual content that aligns with your brand and resonates with your audience’s preferences and interests. Doing this will help you create visual content that is more likely to drive engagement and connect with your audience during the campaign.

Related: The Future of Graphic Design in Digital Marketing

4. Designing effective visual content

The next step in creating effective visual content is to focus on the design elements. This includes choosing the right visuals, incorporating the right brand elements, and emotive images, and using color theory and typography effectively.

5. Choosing the right visuals

Choosing the right visuals is essential in creating effective visual content. You may start by creating vision boards to put together what you want to achieve and share them with your Graphic Designer. The Graphic Designer has to select and use high-quality images, videos, and graphics that align with your brand and resonate with your audience.

6. Incorporating the brand elements

Incorporating brand elements is also important in creating effective visual content for campaigns. This includes using your brand’s colors, fonts, and logos to create visual content that is consistent with your brand.

7. Creating visually appealing designs

Creating visually appealing designs is essential in capturing your audience’s attention. This includes using whitespace, contrasting colors, and engaging visuals to create visual content that is visually appealing and easy to consume.

8. Using color theory and typography effectively

Using color theory and typography effectively is also important in creating effective visual content. This includes using colors and fonts that align with your brand and resonate with your audience.

Related: Designing for Social Media: How to Create Compelling Visual Content for Your Channels

9. Creating different types of visual content

Creating different types of visual content is also important in engaging your audience and driving engagement. This includes images and photos, infographics, videos and animations, and social media graphics.

A. Infographics

Infographics are a visual representation of information that combines text, images, and graphics to convey complex data in a simple and easy-to-understand way. They are an excellent way to communicate with your audience, especially if you have a lot of information to convey. When creating infographics, bear in mind that they should be visually appealing and easy to read, not too wordy. Below are some tips to create effective infographics for your digital marketing campaigns.

  • Before you start creating your infographic, it’s important to define your goals and target audience. Again, ask yourself/your team the following questions: Who are you creating this infographic for? What do you want to achieve with it? Once you have a clear understanding of your goals and target audience, you can tailor your infographic accordingly.
  • The data you include in your infographic should be relevant to your target audience and support your overall campaign goal. Make sure the data is accurate and up-to-date, and use valid sources to back it up.
  • Your infographics should be simple and easy to understand. Avoid using jargon or technical terms that your target audience may not be familiar with. Instead, focus on communicating your message clearly and concisely.
  • When designing your infographic, keep in mind the purpose of each element you include. Every element should serve a specific purpose and contribute to the overall message of the infographic. Use color, typography, and graphics strategically to make your infographic visually appealing and easy to read.
  • Infographics are highly shareable and can help increase brand awareness and drive traffic to your website. Make sure your infographic is optimized for sharing by including social sharing buttons and embedding code so that others can easily share it on their website or social media channels.

With these tips, you will be able to create effective infographics that engage your audience and support your digital marketing campaigns.

B. Videos and animations

Videos and animations are powerful tools for digital marketing campaigns. They allow you to convey complex information engagingly and memorably. Videos can be used to showcase products or services, provide tutorials or how-to guides, or tell your brand’s story. Animations can be used to illustrate complex processes or concepts or to add an element of fun and personality to your content. Here are some tips for creating effective videos and animations:

  • Just like the use of infographics, it’s important to define your goals and target audience before you start creating your video or animation. What do you want to achieve with this content? Who are you creating it for?
  • Before you start creating your video or animation, plan out your content. What message do you want to convey? What visuals will you use to support your message? What tone or style will you use?
  • Keep it short and simple: Attention spans are short, so it’s important to keep your videos and animations short and to the point. Aim for 30 seconds to 2 minutes, depending on the complexity of your message. If at all you forget the remaining, remember K.I.S.S.
  • The quality of your visuals and audio can make or break your video or animation. Use high-quality visuals and audio to make your content look and sound professional so you don’t look like you didn’t have the target audience at heart before starting the campaign.
  • Make sure your content is optimized for sharing by including social sharing buttons and embedding code if possible so that others can easily share it on their website or social media channels.

C. Social media graphics

Social media platforms are becoming increasingly visual, and using graphics is an effective way to capture the attention of your audience. It can include images, videos, animations, and even memes. When creating social media graphics, it’s important to understand and keep in mind the platform’s requirements and limitations. For example, Instagram allows for square or vertical images, while Twitter prefers horizontal images.

To create effective social media graphics, it’s important to consider the following:

  • Your graphics should stand out and be easily recognizable. Use bold colors, interesting fonts, and relevant images to capture the attention of your audience. Use eye-catching graphics.
  • Social media graphics are usually viewed on mobile devices, so make sure your graphics are easy to read and understand. Use simple language and avoid cluttered designs. Keep it simple
  •  Your social media graphics should align with your brand’s values and messaging. Use consistent colors, fonts, and imagery to reinforce your brand identity.
  • Your graphics should prompt your audience to take action, whether it’s visiting your website, signing up for your newsletter, or making a purchase. Add a call to action. Let it sell.

10. Optimizing visual content for digital marketing

Once you have created your visual content, it’s important to optimize it for digital marketing. The tips to ensure your visual content is easily discoverable and shareable:

  • Large images can slow down your website and affect user experience. Make sure your images are optimized for web and mobile devices by compressing them without compromising quality.
  • Using alt tags and unique descriptive filenames helps search engines understand what your images are about. Use relevant keywords to describe your images when saving and make them more discoverable.
  • Incorporating SEO keywords and hashtags: Including relevant SEO keywords and hashtags in your visual content can improve its search engine ranking and increase its visibility on social media.
  • Different platforms require different formats and sizes for visual content to be uploaded. Make sure your visual content is optimized for the platforms you plan to use and ensure they are on the right platforms with the right formats.

Conclusion on how to create effective visual content

Visual content is an essential tool for digital marketing campaigns. It allows you to convey your brand’s message, engage your audience, and stand out from the competition. By understanding your target audience, designing effective visual content, creating different types of visual content, and optimizing it for digital marketing, you can create a successful visual content strategy that drives traffic, leads, and sales.

At WSI Axon, we specialize in digital marketing strategies that include visual content. Contact us today to learn how we can help your business succeed online.

The Best Digital Marketing Insight and Advice

The WSI Digital Marketing Blog is your ideal place to get tips, tricks, and best practices for digital marketing.

Don't stop the learning now!

Here are some other blog posts you may be interested in.

Brand Revamp
Brand Revamp for Small Businesses: A Comprehensive Step-By-Step Guide
In today’s competitive business landscape, staying relevant and capturing the attention of your...
Read Article
How to Create Compelling Visual Content
Designing for Social Media: How to Create Compelling Visual Content for Your Channels
Social media has revolutionized the way businesses connect with their customers. With millions of people...
Read Article
Future of Graphic Design in Digital Marketing
The Future of Graphic Design in Digital Marketing
Graphic design is a way of communicating with your target audience, and that is why it is also known...
Read Article

Oti is a vastly experienced digital media and marketing professional with over 10 years of industry experience. He has worked across Agency, Brand, Publisher and Marketing Technology sides of the industry in various capacities.


Driven by a strong commitment to continuous innovation, Oti has managed so many successful digital projects across Africa and Europe for brands like Coca-Cola, Nestle, Guinness, Kellogg’s, EA Games, Sony Entertainment, etc., and advises senior management of global brands on data-driven marketing and digital transformation.

Consumer insights in marketing: Oti

Oti currently heads Product at Terragon Group, Africa’s leading data aggregation, enrichment, and activation company, where he is responsible for developing innovative data-driven marketing solutions for SMBs and Enterprises across Africa.


Oti is the current President of Association of Digital Marketing Professionals (ADMARP), the foremost professional body for digital marketing practitioners in Nigeria. He is also a communications consultant to the African Union in areas of youth engagement and digital interactions. A known public speaker, teacher and trainer, Oti has facilitated several conferences and digital events, and was recognized by Marketing Edge Magazine as an Outstanding Digital Marketing Personality of the year 2021.