Images have the power to evoke emotions, memories and dreams. Unique and consistent imagery can successfully tell your company story and create alignment across consumer touchpoints. Research shows that online content with relevant images gain 94 per cent more views than text-only content.[1] Furthermore, almost 70 per cent of online shoppers said the product image was very important when making their purchase decision.[2]
Many marketers still rely on using stock photos throughout their campaigns. Over the years, these images have been over-used, and consumers have likely seen them multiple times. As consumers seek more authentic, trustworthy online sources it is important to develop original images with a look and feel that is unique to your brand. Although quality, well-written text can be persuasive, a well-designed, well-chosen image can take it one step further.
There are five reasons images are essential to elevate your marketing campaign:
1. Images are more likely to draw attention
Humans now have an attention span of fewer than nine seconds[3] so images are more important than ever in marketing campaigns. Our brain can interpret images far quicker than text, which is why images can communicate so much about a product, service or brand instantly. The internet is a crowded space, and using images is an ideal way to draw the right kind of attention.
2. Images are more memorable
Images give context to story and provide a much more immersive experience than writing alone. Text-based information is extremely unlikely to stick in someone’s mind when used in isolation, so it is integral to include accompanying imagery. People’s ability to remember information after three days increases from 10 per cent in the case of text alone to 65 per cent when the text is combined with a picture.[4] This is an enormous jump in retention, and it shows how important images are when you’re trying to build a brand and communicate your marketing message.
3. Images can help improve search engine optimisation (SEO)
While companies can climb the search engine mountain by using keywords, building internal links and implementing other text-based strategies, pictures are almost secret weapons when it comes to generating SEO value. By associating text with an image, you can increase the likelihood that Google and similar sites will place your page near the top of their search engine results. Simply copying the title of a blog post in the image file name or using a short phrase with a keyword is likely sufficient to improve search rankings.
4. Images can increase engagement
People love looking at pictures. This is why social media platforms such as Instagram and Pinterest have been so successful. A social media post accompanied by a photo is 10 times more likely[5] to get engagement. In this world of content saturation, looking at images is a welcome change.
5. Consistent images foster awareness
When people see similar types of images, colours, and patterns across your website, social media platforms and in earned media, they will begin to associate those images with your brand. Maintaining consistency and linking these images with your key messages will help your brand to build awareness and consumer trust.
A great library of images that reflect your brand in an engaging, authentic way can increase your brand’s visibility and awareness, and give your campaign the best chance of success. For more information about how we can help you create images and use them effectively in your campaign, contact us today.
[3] https://time.com/3858309/attention-spans-goldfish/contact us today.
[4] http://www.brainrules.net/vision
[5] https://www.socialmediaexaminer.com/photos-generate-engagement-research/
