Did you know that 90% of information transmitted to the brain is visual? According to research done by 3M Corporation, an American multinational conglomerate specialising in healthcare, consumer goods and worker safety, “The brain processes visual information 60,000 times faster than text.”
It means 40% of people respond better to an image than a thousand words. This astounding number emphasises the importance of visual material in communication. In digital marketing, where grabbing and retaining the audience’s attention is paramount, photography and images play an instrumental role. In this piece, we will cover everything you wish to learn about the importance of photography and images in digital marketing.
Why does an image speak more than a thousand words?
An image is better than text when it evokes the right kind of emotion from your target customers. Take, for instance, an example of a food delivery platform called Zomato that’s advertising a sumptuous plate of your favourite dish, Biryani. Its vibrant flavours, the emanating steam, and aromatic spices glistening on the top of the rice-based platter instantly trigger hunger and desire to consume it. This visual impact is far more compelling than any form of textual representation.
In just one glance, the image conveys flavour, aroma, and satisfaction—inviting an emotional connection that words alone struggle to achieve. This is the power of images in digital marketing: igniting desire and forging relationships through a single captivating snapshot.
Colours wield immense influence in food advertising within digital marketing. Each hue triggers specific emotions and perceptions. Red, for instance, is a master at evoking hunger. Its vibrancy and warmth stimulate appetite and urgency. In a sea of images, the strategic use of colours like red can entice viewers to indulge, making the marketing message resonate deeply.
How can you use photography and images to improve your digital marketing?
Photography and images are versatile tools that can be harnessed across various digital marketing strategies to enhance their impact. Below are some of the ways to also captivate and convert audiences.
- Improves Google Ranking: Google is said to rank content that has relevant images in them. Images not only enhance a webpage’s visual appeal but also help improve its SEO ranking.
- Website Aesthetics: Including high-quality images or photographs in your website can enhance its overall aesthetics and user experience. This helps create a visually pleasing narrative, effectively conveying your brand’s essence and values.
- Enhancing Engagement: Social media platforms such as Instagram, Facebook, Pinterest and Linkedln are flooded with images that draw a user’s attention.
- Storytelling: Images possess the power to narrate a brand’s story, values, and ethos in a way that text alone cannot. Through visuals, you can convey the essence of your brand and establish a connection with your audience on an emotional level.
- Branding and Recognition: Unique and consistent images or visuals contribute to brand recognition. When users see your distinct visual elements, they can quickly associate them with your brand.
- Calls to Action (CTAs): A well-defined image can effectively complement your CTAs. This guides the users to take an action, such as signing up for newsletters, downloading any resource or purchasing an item.
How can original images increase credibility?
Originality is also termed the hallmark of authenticity. Hence, using original images in your digital marketing strategy can enhance the validity and credibility of your brand. Stock photos might be convenient to use, but they often may lack a genuine connection to your brand and might be used by other businesses as well.
Whereas original images offer a glimpse into your brand’s unique personality and culture, showcasing the real people and processes behind your products or services. This authenticity also fosters trust and a stronger emotional connection with your audience.
How does the alt text in images improve SEO?
SEO (Search Engine Optimisation) is one of the crucial elements in digital marketing, and images also play an essential role in it. SEO utilises various forms of signals to understand the content of an image. One such signal is the alt text, also known as an alt attribute, alt description or alt tag. It is defined as a snippet of information that describes the details of an image. It is also used to assist visually impaired users and search engines in understanding the content of an image.
When you make use of descriptive alt text for all of your images, it ends up offering search engines valuable information about the content of the images. This improves your chances of ranking higher in image searches and overall search results. It also contributes towards the accessibility of your website, making it more user-friendly for individuals who use screen readers most of the time.
Wrap Up
In the world of digital marketing, the importance of photography and imagery cannot be overemphasised. These visual elements convey information, evoke emotion and create a lasting connection with the audience. Including original images can increase credibility and authenticity, while optimising images and using descriptive alt text can help improve SEO. As the digital environment evolves, brands that understand and leverage the potential of imagery will have a competitive advantage in capturing the hearts and minds of their target audiences. So the next time you embark on a digital marketing journey, remember that a well-chosen image is worth a thousand words.