For small businesses, this end-of-financial-year (EOFY) is a double-edged sword. On one hand, it’s one of the busiest retail periods in the calendar – Aussies spent a huge $36.2 billion during last year’s EOFY season, with over three quarters holding out on planned purchases until sales hit.
At the same time, marketers are playing in a saturated space where it’s getting harder to cut through the noise. Retailers are increasingly bringing discounts out early, turning what’s often seen as a revenue-boosting opportunity into a minefield of possible marketing blunders as brands compete for the attention of already overwhelmed consumers.
So, how can small businesses with limited budgets cut through the noise and drive their target audience into action? With iStock’s research platform, VisualGPS, finding that three in five Australians are basing their purchase decisions on visual content, understanding the content characteristics influencing choice is going to be critical in planning EOFY campaigns.
The value advantage for SMBs
Heading into this EOFY sales season, VisualGPS data has found that the visual content characteristics which resonate best with Australian consumers are transparency, trustworthiness, emotion and realness. With 60% of ANZ consumers sceptical of packaged goods ads and 81% encountering misinformation, trust is at an all-time low. Research suggests businesses need to urgently rethink their visual content strategies.
People want the full story—the good, the bad, and the ugly. The research has found that earning consumer trust hinges on honesty and transparency, which are essential to authenticity and combating misinformation. Businesses that prioritise conveying product accessibility, are real about their offerings, and evoke genuine emotion through their visual communication will strengthen positive audience engagement.
Here are the five common visual communication mistakes small businesses are making, and how to avoid them to get the most out of your marketing budget heading into EOFY.
- Being out-of-touch in your imagery
With VisualGPS research revealing that visual content that feels abstract, outdated or artificial is least likely to resonate, small business brands should consider whether their visuals are modern or current enough. This doesn’t translate into overly curated or futuristic content, but instead refers to that which reflects situations and settings your target audiences can relate to.
For Australian consumers, expectations need to meet reality, with almost all consumers (98%) agreeing that authentic visual content helps to build trust. It can be tempting to showcase your business in the best possible light, but when that picture distorts reality, it’s time to refocus on authenticity.
- Not being transparent about the use of AI
AI can save businesses time and money, but it is also fueling scepticism amongst consumers. 51% of consumers question the authenticity of AI-generated content, citing a lack of human touch and ethical judgment. There are also concerns around digitally-enhanced imagery being misleading, resulting in brand distrust.
Because AI is the leading cause of distrust in advertising, with 87% of Australians wanting to know when AI is used to create or edit images, businesses must be intentional about its role in marketing efforts. Before leaning on AI, brands should be clear about why, when, and how it needs to be used. Prioritising transparency around when visuals are AI-generated or edited isn’t just about ethical practice – it’s about maintaining consumer trust.
- Not educating audiences on product use
Australians are catching on to when businesses exaggerate about the benefits they provide, making this one of the top four reasons they lack trust in advertising. As consumers become increasingly attuned to the discrepancies between aspirational content and reality, Australians are more trusting of brands that use real and relatable content depicting product use in everyday scenarios and ordinary people.
With 44% of Australians saying consumer choice is driven by imagery and videos, it’s a mistake to miss out key details in your visual content. When coming across a new offering, customers want to know clear details on your product, as well as price, customer care, and any risks. To guide EOFY strategy, marketers should consider using realistic, everyday images of their product being used and ask themselves: Does the content accurately reflect the product’s capabilities, or does it idealise them?
- Not using video
As algorithms speed up, it’s no longer enough to only serve up static content. Consumers want to see a mix of imagery and video, with VisualGPS finding that short-form video content produced more conversations than any other form for 70% of businesses.
With 72% preferring video for product demonstrations , businesses should consider using a mix of video and interactive content to engage audiences during the sales. Video is one of the most powerful tools for education and awareness in the marketing toolkit; as well as being informative, you can use it to humanise your small business brand, allowing personality and humour to shine through.
- Falling emotionally flat
Understanding how visual content makes people feel is important in understanding its influence on their purchasing decisions. Content that leaves consumers feeling confused or frustrated is less likely to drive conversion, whereas content that leaves consumers feeling happy or empowered is going to instill brand confidence.
Consumers have more positive responses towards brands when they showcase security and transparency, real customer testimonials or clear and detailed product information in their visuals. For 61% of consumers, feeling happy with a purchase and connected to a brand makes the spend worth it – suggesting that brands should consider how visual characteristics can evoke different emotional responses and create new meanings for audiences.
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