Table of Content
- Visuals and visual strategy – is there difference?
- How do I figure out which visual concept is right for me?
- Which visual strategies really work today?
- Expert content and personality – how to combine them correctly?
- Is there a place for spontaneous photos in a planned blog?
- Are dark visuals the anti-trend?
- Which visual sells best?
- Trends: why should we follow them?
- Which trends are no longer popular, and which ones are worth looking at?
- How can I create a unique page in pursuit of an aesthetic blog?
Kate Tkachuk (@kate_tkchk) is the founder of the IMAGO brand and the IMG creative content creation project. She has been engaged in design and photography for more than 10 years and has extensive knowledge in the arts. We talked about what a visual strategy is, how to reflect a personality in a blog and whether it’s worth following trends
Visuals and visual strategy – is there difference?
I prefer to say that I work with visual strategies. Any personal brand has many tasks and functions that need to be demonstrated. It is the visual content that becomes the tip of the iceberg seen by the viewer. This is a tool that we can use to convey the essence and show functionality.
Visual strategy isn’t just about Instagram. It includes the website, advertising, packaging, publications, and so on. However, for many projects Instagram and other social media are the main sources of traffic, so we focus on this.
As for visual, it’s an Instagram concept that was originally discovered in the CIS countries. This is about how to make photos more aesthetically pleasing and combine them in the feed. Visual is about a picture.
How do I figure out which visual concept is right for me?
Visual strategy is individual work. Firstly, it consists of revealing the personality or brand, its image, values, and unique characteristics. Secondly, visual strategy is responsible for certain functions, such as communication, sales, increasing loyalty and trust, engagement, and page growth. Thirdly, it’s necessary to take into account the preferences and capabilities of a person or brand.
It’s like a puzzle – each project will have its unique image.
Which visual strategies really work today?
If we talk about what’s currently working for business accounts – this is the idea. A brand that doesn’t just have a showcase on a white background, but shares its values, missions and shows the process of filming and production, will work much better. People want to be closer.
For personal blogs, it’s very important to be unique and special. Everyone is tired of following pages copying each other.
Expert content and personality – how to combine them correctly?
There is no ready solution. It’s all about proper positioning and strategy.
It’s essential to define how your expert content interacts with your personal, what the goals of your blog are, and what part of your life you are ready to share. You strive to build a strong brand, and first of all, it’s professionalism. But the loyalty and trust of your audience are also important – this is about your personality.
Is there a place for spontaneous photos in a planned blog?
These days, there is a trend towards live blogging with imperfect pictures and seemingly spontaneous feed, even if it was planned all along. On the other hand, any random shot can be designed into a themed blog. For example, you can add a frame.
Are dark visuals the anti-trend?
Dark visuals were popular among European bloggers 3-4 years ago. It was about photos taken on low exposure. This trend came to the CIS countries a little more than a year ago and changed significantly. Many bloggers darken pictures too much and mute all colors.
Generally speaking, dark visuals are the anti-trend.
Which visual sells best?
It’s important to understand your target audience – its problems and values, product features, how exactly a buyer makes a purchase decision, and so on. Each project has completely different selling content.
A fashion influencer on the red carpet will better ‘sell’ a dress, but when choosing a keyboard for a computer it’s more important to take into account technical parameters and create different content.
Trends: why should we follow them?
Some people and projects work in their timeless and unique style. Many users shoot ‘on trend’ or try to repeat after a famous blogger. Trends are changing very quickly now. It’s essential to be on the crest of a wave and keep track of current trends in order not to get stuck.
Which trends are no longer popular, and which ones are worth looking at?
If we talk about aesthetic blogs, the biggest problem is copying photo ideas. You can find 50 pictures with the same idea taken by different people on Pinterest. Also, there are many shots with fashionable coffee shop cups which people publish for the sake of a beautiful picture.
When it comes to looking for trends, my recommendation is to follow:
- top brands,
- influencers and local brands around the world,
- different areas of design: interior, web, graphic, etc.
How can I create a unique page in pursuit of an aesthetic blog?
My advice:
- stop repeating after other bloggers. All people and projects are different, so don’t limit yourself.
- think broadly, especially when looking for trends. There is no ready solution, but there are different styles and directions.
- delete unnecessary subscriptions: digital environment affects you as well
- analyze your personality and share it: your goals, values, character, hobbies, and more. Not everyone likes coffee and croissants for breakfast, but everyone has unique qualities that can be shown.
I like when a blogger shows his or her interesting life, personality, work, achievements and growth, and doesn’t live for the sake of a new photo. It’s much better to follow Personalities!
