Power of pictures: The eyes have it

Infinity pool greece
Stop you in your tracks photographs
– you know the ones: the infinity pool perched on the edge of a cliff in Greece; the romantic plantation-style inn with rocking chairs waiting on the porch; or the signature golf hole with greens as smooth as velvet.

These are the pictures you used to tear out of a magazine and save in a Places to Visit file. Now, chances are, you pin to a wish-list board on Pinterest, loaded with your personal vacation fantasies. Although some photo destinations may remain out of reach, no doubt others will influence actual bookings for trips.  A survey by eMarketer indicates that 32% of customers have made a purchase after seeing an image on a social image-sharing website, and 26% were able to click through from the image to make their purchases.

Images, particularly quality photographs, are a magnetic force in content marketing, and drive social media activity. It is vital for businesses to show, not tell, as visual content sites are fueling demand for inspiring photography and sensational images. A marketer’s overriding mantra that “content is king” has met its match with the new maxim “a picture is worth a thousand words.”

A study conducted in 2012 by ROI Research found that users engaged on social media sites enjoy pictures the most and 42% of respondents are more likely to engage with brands if they post pictures.

Images are a form of shorthand for communicating with consumers. Online audiences feel increasingly overwhelmed by the volume of information on social media these days, so it helps that photos are visually processed almost instantly, even faster than reading a post or a tweet.

Make sure you develop a tailored image strategy within your content marketing plan. Yes, stock images are useful and tweeting Instagram pictures can be part of your strategy – there is a legitimate place for behind-the-scenes updates communicated with the immediacy of this visual communication channel – but these sources will only take you so far. Part of your plan should include a realistic budget for professional photo shoots. Top quality professional photography adds authority and legitimacy to a brand. Studies have shown that over 45% of people say a website’s design is the number one criterion for discerning the credibility of a company, and much of the strength of web design hinges on populating a site with strong image content.

Based on experience, I would urge you to match the skill set of the photographer with the subject of the shoot. Some professionals excel at managing the demands of architectural photography, and can magically transform a dull, concrete facade into a building that exudes warmth and elegance. These guys know every angle and can add visual square footage to interior spaces, bouncing light off every surface to make a room positively glow. Other photographers are experts at shooting lifestyle images with models, making intangible emotions tangible and validating the aspirational nature of a brand.  Certain photographers even specialize within a very narrow subject niche, such as golf course panoramas or food photography.

Don’t just hire a great photographer, hire the right photographer. Make sure to allocate your marketing budget accordingly, and be confident that quality photography is an excellent investment in social media success.

5 thoughts on “Power of pictures: The eyes have it

  1. It’s so true that getting the right photographer for the job is key. A bad photo can turn potential buyers off in a millisecond. Case in point is real estate photos. Most home buyers check out properties on line first. If the photos of the house don’t impress, they’re not going to bother to schedule a walk through. I recently saw a dress on Nordstrom.com that was just gorgeous. When I did a google search for the same dress, I found it on another website, but the photograph was poor by comparison and I didn’t like the dress nearly as much. Made me think twice about purchasing it.

    • Yes, clothes are an interesting issue. Fabric colors and textures sometimes don’t read true in a photo. I have sent several shirts back to The Territory Ahead because the color deviated so greatly from what was represented in the photo. If a customer is expecting a blue shirt and a purple one shows up, it’s bound to up the % rate of return. Good photography should show goods off to their very best advantage without altering the nature of the actual product.

  2. I suspect that, not only the ‘right’ photographer, but photographs need tailoring for the target audience. And that may require some editorial function outside the person snapping the camera shutter.

  3. That is a very insightful comment. When investing in professional photography, detailed preparation ahead of the shoot pays dividends. Exterior architectural shoots may require landscaping maintenance like tree trimming or seasonal plantings for additional color, while lifestyle shoots require careful selection of models that align with the target demographic. Even styling subtleties such as the model of a car that may be visible in a shot or the formality/informality of dress code in wardrobe styling can affect how the audience relates to the final image. A knowledgable marketer should be able to anticipate, prepare for and manage these details.

  4. Pingback: Focusing on social media video content | mkhmarketing

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