Digital marketing is almost synonymous with visual imagery, and the visuals you choose, whether in the form of a TikTok video, an Instagram reel or a photo from your website, have the potential to make or break your marketing strategy.
We can all name at least one brand that’s seen massive highs or catastrophic lows in an instant based on one photo or video upload. High quality images have the power to improve your credibility, build trust and showcase your business as a professional resource, as well as increase traffic and conversions.
Here, we’ll explore the value of quality images and why you need to invest in better images for your business in order to achieve marketing success, as well as some of the ways you can capture the latest photography trends in the process.
Why Are Images So Crucial to a Business’ Marketing Campaign?
High quality images provide so much value for a business, offering better visual appeal that helps your brand stand out for the right reasons and attracts the right kind of audience. Audiences today seek out their information on the likes of Twitter, Facebook, and Instagram, all of which are very visual in nature, so your brand needs to have photos and videos to engage with audiences.
The right high quality images help you communicate the right messages, whether that’s publishing a post about a social justice issue, a photo of a team building activity or an image that captures one of your brand’s core values. They demonstrate what’s important to your business and therefore what is potentially important to your customers.
With high quality images, you can personalise your marketing campaigns and display authenticity and emotion, which consumers resonate with. Not every brand can take unique photos every time, but even when using stock footage, brands can take care to choose wisely and use images that capture the essence of their message and personality.
Creates an Opportunity for Authenticity
One of the most prominent trends in marketing at the moment is authenticity over a curated public persona. It helps your business build trust with your audience and that can enhance customer loyalty. Capturing those candid moments and highlighting life as it is, without the filter, can be a breath of fresh air on a person’s feed and makes your digital presence stand out and resonate.
MPB believes authenticity is one of the most important elements of social media content, explaining that “in the vast world of content creation, it can be difficult to pave your own path and make a name for yourself. Audiences gravitate toward content creators who are authentic so don’t be afraid to show your personality. Posts that elicit emotion are far more effective than ones that simply provide information.”
In order to be authentic on social media platforms, for example, you can build brand trust by personalising the creative visuals you choose. Consider using real people to show a wider breadth of representation. Or, share images of genuine team members and behind the scenes images that give your audience a sense of the people behind the business.
Highlights Your Social Responsibility
Ethics and transparent values are important to customers, now more than ever, so a business needs to consider social responsibility in their imagery. Research from HubSpot shows that 50% of GenZers and 41% of Millennials expect companies to show their perspective on social issues, from gender inequalities to climate change and racial justice.
So when you advocate for these issues and make your position clear, you attract these audiences to your business.
Whether it’s choosing images that highlight key issues or ensuring that there’s inclusivity in the demographics you’re including in your marketing campaigns, visuals are the perfect opportunity to show social responsibility and make your stance clear for your audience.
Tells a Story
Visual design is a fantastic way to implement storytelling in your marketing campaigns, such as a photo series over a period of time or images used alongside quotes or data and facts that give context to the information you’re providing.
The photos you choose are instrumental in telling not just a story, but telling it in the right way, and they enable you to show the full scope of a concept rather than just a snippet.
Consumers take in and understand information much more easily and quickly if there are visuals attached, so use this to your advantage in digital marketing by utilising storytelling in your campaigns. It makes them more engaging and more shareable, which extends their reach considerably.
Invites Viewers into an Immersive Experience
Immersive experience is another reason why high quality images are the key to marketing success. Immersion allows someone to feel like they’re a part of a story or another world; they’re not just experiencing something passively but they can feel like they’re really there.
Visuals are the perfect way to create an immersive experience for your customers and followers, and work really well when paired with your unique branding. It makes your website or social feed feel like a curated space that they’re not just viewing but are invited into, and can be a part of.
High quality images enable you to increase the image resolution and really focus on the details, which makes it easier for you to create those immersive experiences that feel genuine and realistic.
Experimenting with the latest technology and editing software, or investing in higher quality stock photography that’s been created to celebrate the finer details and showcase products or people in their authenticity, will help your brand stand out and bring your followers and audiences into the imagery you put out into the world.
Brand image is incredibly important to any business and when a customer or a social media follower comes to your site or social feed, they’re buying into what your business stands for. You need your visuals to convey the right message, and using high quality images are the key to marekting success, since they make all the difference to how your business is perceived.
A picture, as they say, says 1,000 words and the words they say are dependent on the style and quality of the images you use, so it’s key for any business looking to enhance their marketing strategy to focus on the photos they use.
About the author
Dakota Murphey is an established freelance writer specialising in Digital Trends in Business, Marketing, PR, Branding, Cybersecurity, Social Media Channels and Company Growth. Her key aim is to support niche businesses and enterprising individuals to increase their visibility and promote their products and USPs.