Artificial intelligence and machine learning (AI/ML) models are having a profound impact on improving how people discover and search for products and services online. Now, consumers can seamlessly find information with ease by searching online in natural language, thanks to the integration of AI/ML into search algorithms.
We have already seen this evolution play out when looking at iStock’s proprietary search performance data and analytics. Small and medium-sized businesses globally are gravitating towards more descriptive and conversational phrasing within image and video searches. Gone are the days of people solely relying on keyword-based queries and Boolean operators such as AND, OR and NOT to generate results. Through AI-powered Enhanced Search, individuals who have a specific visual in mind can include additional descriptors in their search queries – such as details about the subject, setting, and time of day – to help discover the ideal content for their projects.
However, it is not just AI technologies that are shaping how people are finding information online. The growing influence of social media platforms including TikTok, Instagram and YouTube as search engines is also having an impact. According to our VisualGPS research, 64% of British consumers are now turning to social media to watch short-form video content as a source of inspiration and to learn about new things.
Why is this important for SMEs to take note of? This shift not only highlights the significant role played by AI-powered search and evolving customer behaviours in online knowledge discovery, but it also underscores the growing importance of creating engaging visual content to stand out in today’s crowded digital landscape.
Put your customers first
Customer-centric communications is the cornerstone of engaging with modern consumers. According to VisualGPS, finding new customers is one of the top challenges faced by SMBs globally, as they are looking for cost-effective ways to make their business more profitable. When crafting marketing or promotional materials about your brand or product, a key priority must be to show your commitment to providing your customers with a tailored solution that meets their needs. This can be as simple as being more thoughtful about the visuals you use – whether that be in using pre-shot images or videos that show or are inclusive of people from different backgrounds, age groups and genders.
Harness the power of video content
Video content is attracting the attention spans of British consumers on social media, especially with the prevalence of hashtags like #TikTokMadeMeBuyIt and #AmazonFind. With 43% of Brits turning to social media platforms to stay informed about their favourite brands, SMBs should take advantage of its nifty algorithms to raise awareness of their products and services with captivating video content.
When producing this content, think about demonstrating your product’s unique features through live demos, offering tutorials, or giving glimpses behind the scenes of your business operations, all of which can enhance the appeal of your brand to a broader audience.
Authenticity is king
It is crucial nowadays for SMBs to produce marketing materials that cut through the noise in an environment where brands are jostling for consumer’s attention. To stand out from the crowd, businesses need to grasp what their target audiences desire and tailor their visuals accordingly.
Insights from iStock’s VisualGPS research emphasise the importance of authenticity and relatability in visual content. When asked how brands can establish and build consumer trust, a staggering 98% of British people consider authentic imagery and videos a pivotal factor in their decision-making. High-quality content that resonates with your target audience can foster stronger connections and drive engagement. Moreover, embracing social media aesthetics, injecting humour and incorporating user-generated content in your marketing can help further enhance your brand appeal and relevance.
By Andrea Gagliano, Senior Director of AI/ML at iStock