The Importance of Using Imagery
Your Marketing

It’s something you may never have given much thought to, but the imagery a business uses is crucial to its message and brand. This is especially true of your social media, but it is not exclusive to that channel. To answer why imagery is so important, consider this statistic: According to the U.S. Library of Medicine, at least 65% of the population are visual learners. And for the remaining 45%, imagery is still a tremendous attention-grabbing measure. 

The type of imagery a business uses can say a lot about who it is and what it values. A website’s choices of photography, stock imagery, and illustrations can tell a visitor a lot about what a business stands for and sometimes even its industry. For instance, vector (or computer-drawn) illustrations are particularly in vogue for tech companies, while service companies are better off using people-based imagery to speak to their customers. 

On social media, the imagery can have an even more significant impact because it:

  • Conveys emotion and sets the tone
  • Creates relevancy and builds your brand
  • Increases organic engagement
  • It is easier for your audience to understand and remember

As Dale Carnegie once said, “When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion.” And it’s pretty well understood at this point that imagery, particularly photography, often captures a more significant emotional response than text. It’s one of the reasons imagery of war is so much more traumatic than reading about war or why we instinctively smile at pictures of smiling babies.  

On social media, posts with imagery perform better. Without an image, users begin forgetting about text-only ads and posts just three days after a given piece of information is shared, with only 10% recalling the brand or message. However, with a relevant image connected to the same information, users will have 65% post recall after three days. Since marketing is about creating an easy memory of your business when consumers need it, this is crucial information! 

What does that mean for your social media marketing? Follow these guidelines next time you choose imagery. 

  1. Make sure the image is sized correctly based on the social media platform being used.
  2. The picture should be clear with no blurriness or awkward cropping. 
  3. It should be consistent with your brand in color and emotional tone. 
  4. Make sure the image includes a face, hand, or another body part to humanize your post. 

Imagery is crucial to a good marketing strategy but carries even more weight on social media platforms. Consider a local marketing partner if you feel stuck with your social media strategy! Engaged Marketing Co. is ready and willing to help – just say the word!

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