Canva and HubSpot unpack 3 visual communication trends driving results

Visual communication is about using images and graphics to communicate information, ideas, and messages in engaging and easy-to-understand ways. It’s also about increasing productivity, helping people elevate their creativity, and improving brand awareness and employee culture.

In a panel with some of HubSpot and Canva’s senior directors across Marketing and Product, we uncovered three clear trends that drive real results and have the potential to affect sales cycles.

In Canva’s recent Visual Economy Report⁠(opens in a new tab or window), we found that 89%⁠(opens in a new tab or window) of people surveyed believe visual communication carries more authority than other methods. Eighty-eight percent⁠(opens in a new tab or window) said visual communication tools have accelerated their sales cycle because it’s more digestible, which has led to more responsive and engaged prospects.

From HubSpot’s own research⁠(opens in a new tab or window), we know only 40% of GTM teams in Australia feel they can effectively connect with prospects. When they looked at the problem from the customer’s perspective, 90% of Australian B2B buyers reported negative experiences with brands. The overwhelming feedback was that marketing that feels spammy and brands don't seem to understand their needs.

So, what implications does this have for brands, and what are some practical tips to help enhance the effectiveness of visual communication?

Trend #1: The demand for high-quality content continues to drive consumer engagement

Brands that master effective visual communication can build trust and drive sales. Social media has transformed the buying process, with solutions appearing in users' feeds rather than having to be searched for.

At Canva, we’ve seen a lot of success in building B2B content⁠(opens in a new tab or window) strategies for our Enterprise⁠(opens in a new tab or window) product, ranging from case study content to industry thought leadership. This has been through a combination of:

• Identifying customer pain points and showcasing your product’s unique solutions
• Supporting content with data to enhance credibility and engagement
• Creating concise, engaging content tailored to time-poor buyers
• Utilizing paid media for personalized messaging and targeted visual content
  

Trend #2: As consumer preferences evolve, businesses need to adapt their strategies to deliver personalized experiences at scale

Personalization continues to be recognized as the number one driver⁠(opens in a new tab or window) of customer experience in Australia. People care if the content from the brands they follow is made for them, and if they feel connected to the brand. 74%⁠(opens in a new tab or window) of Australian businesses also agreed that streamlined, personalized customer experiences are key to business growth.

Personalization remains a top driver⁠(opens in a new tab or window) of customer experience in Australia. Consumers value content that feels tailored to them and fosters a connection with the brand. According to Australian businesses, 74% agree⁠(opens in a new tab or window) personalized customer experiences are crucial for growth.

In today’s content-saturated world, personalization is vital for standing out. For high-impact visual communication such as social media assets, personalization helps capture and retain attention.

With the launch of Work Kits⁠(opens in a new tab or window) in Canva’s Enterprise solution, we tailored social media templates to specific departments by tweaking the copy while maintaining brand consistency. This approach ensures highly relevant content reaches targeted viewers, increasing the likelihood of engagement.

Trend #3: Generative AI is improving the quality of visual communication, enhancing the overall quality of content in the digital landscape

Generative AI is transforming content creation by automating time-consuming and repetitive tasks. With AI, marketers can adapt designs into various formats, instantly revise content, and produce eye-catching visuals with ease.

Small teams now have the power to prioritize and produce content that was once incredibly time-consuming. For example, generating content for various channels – such as email, Facebook, X, TikTok, SMS, and WhatsApp – requires unique formats and styles to effectively resonate with each audience. With AI, you can now customize content for each channel more efficiently. Previously, reusing the same message and visuals across all platforms was often the easiest solution. Now, you can tailor messages in a flash to fit any platform’s specific audience.

The right tools to enable visual communication

In today’s marketing landscape, choosing the right tools to support your team can be both overwhelming and costly. Our research highlights that when leaders are selecting tooling for visual communication, they prioritize three essential features:

1. All-in-one functionality⁠(opens in a new tab or window): A comprehensive solution that integrates multiple needs.
2. Brand consistency⁠(opens in a new tab or window): Ensuring all content remains on-brand.
3. Real-time collaboration⁠(opens in a new tab or window): Enabling teams to work together effectively and seamlessly.
   

As you rethink your visual communications strategy, consider how your approach aligns with your go-to-market efforts.

Visual communication should not just inform, but entertain and inspire. In the B2B realm, where your “corpsumer” is a person behind the company, it’s crucial to connect on a personal level. Personalization is vital – buyers are increasingly sensitive to generic messaging and prefer brands that acknowledge their individual needs and preferences.

Lastly, leverage generative AI to optimize your content’s performance and streamline formats for all kinds of channels and styles. You’ll not only create more nuanced, impactful visual communication but also save valuable time.

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