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RESEARCH CENTER FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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The Current Visual Content Trends in Marketing Communications
Pavlov K. V., Pavlova O. M., Suriak A. V., Semenov N. O., Poltorak O. V.

Pavlov, Kostiantyn V. et al. (2026) “The Current Visual Content Trends in Marketing Communications.” Business Inform 6:610–617.
https://doi.org/10.32983/2222-4459-2026-6-610-617

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.138:004.77

Abstract:
In today’s digital age, consumers receive huge amounts of information every day, which makes it much harder for brands to grab and hold people’s attention. Visual content is now a powerful tool to tackle this problem, as images and videos can instantly convey messages and trigger emotional reactions, far outperforming traditional text formats. The key to using visual media effectively is moving from simple illustration to creating complex interactive ecosystems that reshape brand strategies. This process is especially relevant in our info-overloaded world, where visual communication helps maintain an emotional connection with customers and deliver important messages in the most accessible way. The aim of this article is to identify and describe the latest trends in using visual content in marketing communications and to explain how they impact the efficiency of promoting products and services. To achieve this aim, current sources, analytical reports, and practical cases were analyzed, which allowed summarizing the latest experience in using visual elements in marketing. The study used a set of scientific methods: theoretical and methodological analysis of professional sources in the field of visual marketing; synthesis of psychological features of information perception; comparative analysis of the efficiency of different visual formats (video, infographics, UGC); and analysis of case studies of AI technology implementation by leading brands. It has been proved that visual content has become a central element of brand-consumer interaction, attracting attention in milliseconds and ensuring better information retention (65% compared to 10% for text). The work systematized key trends: the dominance of short videos (TikTok, Reels), the growth of user-generated content (UGC), and the integration of generative artificial intelligence (DALL•E, MidJourney) for content production. Analysis of metrics showed that high-quality visuals increase engagement on social media by 130% and influence 63% of consumers’ purchase decisions more than product descriptions. The practical value of the research lies in supporting a visually-oriented approach as a global marketing trend. It has been proved that proactively implementing interactive formats, AR filters, and personalized AI visuals provides significant competitive advantages, fostering a deeper emotional connection and boosting conversion rates. Systematic integration of visual trends has been identified as a critical factor for business success in the evolving digital media landscape.

Keywords: visual content; marketing communications; digitalization; engagement; social media; personalization; artificial intelligence; video marketing; user-generated content; infographics.

Tabl.: 1. Bibl.: 15.

Pavlov Kostiantyn V. – Doctor of Sciences (Economics), Professor, Professor, Department of Economics and Trade, Lesya Ukrainka Volyn National University (13 Voli Ave., Lutsk, 43025, Ukraine)
Email: [email protected]
Pavlova Olena M. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Economics and Trade, Lesya Ukrainka Volyn National University (13 Voli Ave., Lutsk, 43025, Ukraine)
Email: [email protected]
Suriak Alla V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Trade, Lesya Ukrainka Volyn National University (13 Voli Ave., Lutsk, 43025, Ukraine)
Email: [email protected]
Semenov Nazarii O. – PhD, Assistant, Department of Economics and Trade, Lesya Ukrainka Volyn National University (13 Voli Ave., Lutsk, 43025, Ukraine)
Email: [email protected]
Poltorak Oleksandr V. – Postgraduate Student, Department of Economics and Trade, Lesya Ukrainka Volyn National University (13 Voli Ave., Lutsk, 43025, Ukraine)
Email: [email protected]

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