In today’s visual culture, images that capture the imagination, engage your audience and help us to understand context in an instant, without having to delve into the detail, has never been more important. And here are just some of the statistics:
• Articles with relevant images average 94% more total views than articles without images
• A press release with images gets almost 15% more online views than text only press releases
• 60% of consumers who use online search say they prefer to contact a business whose listing includes an image
• Nearly 70% of e commerce website shoppers say the product image is very important when making their purchase
• In an analysis of over 1 million articles, BuzzSumo found that those with a relevant image once every 75-100 words received double the social media shares as articles with fewer images.
Photography is the most powerful and emotive marketing tool you have. It allows you to communicate your brand mood within seconds whether you wish to evoke quality, professionalism, or be perceived as casual, friendly corporate, sleek or cool. Your photography should tell your brand story and allow viewers or potential customers to understand the narrative associated with your product or service. So, be absolutely ruthless in ensuring that all your images compliment your brand message – if not, discard them!
And, just because you think you’re product isn’t ‘sexy’ enough to warrant good photography, then think again! An experienced photographer using the right equipment and lighting, with a clear understanding of your business objectives, will always find an interesting angle and produce a great image which will enhance your brand.
While stock photography undoubtedly has its place for specific applications, use it sparingly. By its very nature stock photography will never truly successfully convey your own unique brand personality. If your business premises look as though they could do with being brought into this century, don’t immediately turn to a library image of a sleek, white, paperless office – in effect, a dishonest representation of your brand – the viewer will see through this straight away and it’ll have a negative effect. Far better to engage the services of a good photographer to find a positive angle such as closing in on the fabulous people who sit within the rather tired looking office! Or tidy up the office!
Professional, bespoke and consistent photography which can be used across multiple channels and applications will create value and enhance customer engagement. It’ll be an invaluable business decision that you won’t regret.