Visuals have always been a very important part of any good marketing strategy. But in 2025, they’ve shifted to being the main driver of performance. Today’s digital market is more crowded than ever before, with audiences overloaded and attention spans shorter. Creative is more than just about looking good, it’s about landing your message, building your brand, and converting interest into action.
From Google’s search results to Pinterest’s shoppable Pins and Meta’s AI-powered Reels, every major platform is prioritising image-led content, and rewarding brands that get it right. If your creative isn’t working hard for you, chances are your campaigns aren’t either.
In this edition of The Scoop, we’re breaking down why visuals are taking centre stage, how platforms are evolving to support this shift, and how you can adapt your strategy to make sure your brand stands out.
Why are visuals so important in 2025?
Let’s start with what’s changed. Visual-first experiences aren’t simply the latest design trend, it’s a recognition and response from industry leaders on how people actually process information. A 2024 study from Springer Nature found that strong visuals activate both emotional and logical parts of the brain. That means good creative doesn’t just grab attention, it helps people feel good about your brand and understand why it’s right for them.
In an age of digital fatigue, where brands are fighting for attention in busy feeds and noisy SERPs, visuals are one of the quickest ways to build positive brand association. People make snap judgments about brands based on design, whether that’s your ad creative, your packaging, or the photography on your website. Strong visuals can subtly signal everything from product quality to customer experience, often before a single word is read.
Consumers want more than just features
Today’s shoppers expect more than a list of specs or a stock image of a product. They want moments that surprise them, spark curiosity or just make them smile. WGSN’s latest research shows that 65% of people expect brands to deliver bold, unexpected creative. Nearly half say they’re more likely to buy from brands that bring them joy.
That emotional punch plays a big role in getting people to come back, recommend you, and ultimately buy from you. Consumers are constantly seeking joy when they interact with brands, and the emotions that brands generate in these interactions have a direct effect on their purchasing behaviour. Read our article on the joy-seeking consumer here.
That’s why creative isn’t just a part of your marketing, it is the strategy. The right visual can carry the emotional weight of a campaign, influence perception, and drive action. Whether you’re launching a new product or nurturing long-term loyalty, your creative is what makes people stop, feel something, and click.
Visual discovery is shaping how people shop
Platforms are doubling down on discovery. Pinterest now behaves more like a search engine than a mood board, using image recognition to recommend similar products. In fact, 73% of users say they prefer Pinterest’s visual search over traditional text. Meta’s AI Reels algorithm rewards brands using fresh, authentic creative. Google Lens is letting people search by snapping a picture instead of typing a phrase.
If you want to be found, your creative strategy needs to be doing the heavy lifting. And it’s not just about how your brand looks. It’s about making sure the right people see you and want to click.
If you’re still running the same few visuals across all your Meta ads, it’s probably time for a rethink. The platform is moving fast, and so are the people scrolling. Campaigns that regularly test and refresh creative tend to get better reach and results. The algorithm gives preference to brands that keep things moving and your audience will thank you too.
A great example of a brand that is keeping it fresh is Oliopop. They are constantly switching it up with their visuals, promoting lifestyle as well as the product, and they’re reaping the benefits
Search is getting more visual too
The changes aren’t limited to social. Search is evolving too, and visuals are playing a much bigger role.
We’re seeing younger audiences move away from text-heavy searching. Google knows this, which is why they’re leaning into image carousels, video snippets, and rich product previews. Shopping ads are the most visual they have ever been, and tools like Google Lens mean people can search using their camera instead of a keyboard.
That opens up new opportunities for businesses, but only if your visuals are up to scratch.
For PPC, this means high-quality product imagery, optimised metadata and alt text, and a visual-first mindset when building your feed.
For SEO, visuals help boost time-on-site, reduce bounce rates and improve rankings. Video and image content are increasingly showing up in featured snippets and answer boxes, meaning your content could get more visibility just by being more visual.
To wrap it all up
Whether you’re running paid ads or working on your organic visibility, visuals are central to how people discover, understand, and choose your brand.
But knowing visuals matter and knowing where to start aren’t the same thing. With so many formats, platforms, and evolving best practices, it can feel overwhelming to figure out what will actually move the needle.
That’s where we come in.
Our creative design team builds visuals that do more than look good. From eye-catching paid social assets to product imagery that shines in search, we can help you cut through the noise and stand out in your market.
If you want to make sure your next campaign is set up to succeed visually, get in touch. We’d love to help!
July 30, 2025
