Drawing in new and return customers is the sign of a successful marketing campaign. It is proven time and time again that photography is one of the #1 tools to strategically connect with your audience. Let’s break it down:
FACT #1: People remember only 10% of information three days after reading it. Adding a photo can improve recollection by 65%. CREDIT
A piece of content paired with a photograph is 6.5 times more likely to be remembered by our audience. Many of our audience are looking us up while on the go, on mobile devices, and distractions are endless. Burning your message into memory is key to being remembered. If photography can improve information retention 6.5 times better than text alone, adding photos is a simple solution to stay on the minds of your your audience.
FACT #2: Images on Facebook receive 20% more engagement than videos and 352% more engagement than (text only) posts. CREDIT
Did you read that right? YES. Images (including photographs) get MORE engagement that even videos. And it’s a no brainer that photos get more attention than text only posts. If you want any chance of people reading what you are posting, include a relevant photograph that helps to enhance your post-story.
FACT #3: Articles with relevant images get 94% more views compared to articles without images. CREDIT
People don’t like to read. Have you ever heard the term “bounce rate”? It means how quick to people hit the back button after visiting a webpage. Authentic photos draw in your audience. I’m definitely more likely to read an article after a striking photo catches my eye. If photography can increase readership by 94%, adding photos is a simple fix to reach more readers.
FACT #4: Consumers are 60% more likely to consider or contact a business that has an image show up in local search results. CREDIT
Much like FACT #2, imagery in search results will catch eyes. Taking that next step to “contact a business” is a big deal. People don’t like talking on the phone, emailing, messaging, or asking for more information. But images, especially photos, help our audience feel more connected and more comfortable. If photography can contact rates by 60%, adding photos to your Google Business Listing and other online resources is an easy way to win more conversions.
FACT #5: 67% of consumers say the quality of a product image is “very important” in selecting and purchasing the product. CREDIT
Shopping online is only going to grow. It is easy to drown in a vast sea of competitors. But quality photos are how you stay afloat in the tidal wave of information overload. Consumers cannot touch your product, feel the weight in their hands, or see the detail in person. Photographs solve this problem by giving your online audience the confidence they need to click the BUY button. If quality product photos means a higher conversion of sales, adding photos to your product webpages is a simple fix to increase sales.
FACT #6: Press releases with photo(s) and/or multimedia received 40% more views than text-only releases. CREDIT
Just like articles, if press releases get 40% more views just because a photo or two are included, submitting photos with your press release is a simple fix for improving visibility of your big announcement.
FACT #7: 44% of people said they’d ditch reading a (web)page altogether if the images weren’t loading correctly. CREDIT
Why aren’t photos loading correctly? It could be a poor internet connection, something broken or in maintenance mode on your web server, or it could be that your image and photo files are HUGE. The bigger the file size, the longer the load times. People aren’t waiting around; they’re clicking the back-button and looking at the next search result. So make sure that your photos are optimized before uploading them to the web.
FACT #8: When a real photo of a client was tested against a top-performing stock photo, visitors who saw the real customer were 35% more likely to respond. CREDIT
Your audience want’s to know what you are up to, not what a model is doing in a stale, fake photograph. Customers are most invested in the people and businesses they have come to love and trust. How can they get to know you and your business through stock photos? If authentic photographs result in 35% more responses, utilizing custom photographs over stock photos is worth the investment.
FACT #9: 22.6% of all web searches in the United States happen on Google Images. CREDIT
This may not seem huge, but it’s something. If imagery has anything to do with your business, you better make sure your images and photographs are optimized for the web. That means small file sizes, and descriptive filenames, and “alt” tags full of your keywords.
FACT #10: Marketers reached their goals with visual content: stock photography ranked at 13% while original photography & graphics ranked at 40%. CREDIT
Even marketing experts agree (well, they better!)… use stock photography if you must, but original photography ranks much higher. Marketing professionals prefer original photography because it simply produces better results.