Why Do You Need Photography in Marketing?
The Correlation Between Successful Branding & Great Photography
In successful marketing strategies, photography can oftentimes connect the dots in ways that can easily be understood by an audience. In contrast to obvious instances of poor photography, good photography captures the attention of people and emotionally connects them to the message. According to a study conducted by MDG Advertising, people remember only 10% of information three days after hearing it. However, adding an image can improve their memory recall by up to 65%. Additionally, consumers are overwhelmingly more likely to react favorably to ads that lean on photography rather than text. These statistics reflect the impactful role photography can play in successful marketing strategies. In order to fully understand the importance of photography, one must consider how different types of photography can be used to build brand trust and help develop a successful and efficient marketing strategy.
Consumers are overwhelmingly more likely to think favorably on ads that lean on photography rather than text.
EWISE Says: It’s important to associate good photography with your brand to properly promote growth.
Types of Photography
As with any creative profession, there are many types of photography that can be utilized in effective marketing strategies. Whether you’re selling a product, hosting events, or building a business, photographs can help build a bridge of trust to your intended audience.
Event Photography
For those in the business of hosting, planning, and executing events, the importance of good photography is clear. A well-photographed event provides a variety of important functions. For starters, good event photography will make your customers and event attendees happy. In many cases, these photographs will likely be shared by the event host and guests alike. A bonus is that these photos can be included in sales portfolios that can be shown to potential clients looking to host an event of their own.
EWISE Says: Event photography provides a look into what it’s like to be a part of an event that you plan and host, which makes it tremendously important in building credibility and success within the event industry.
Product Photography
According to the study provided by MDG Advertising, roughly 70% of e-commerce shoppers place product imagery as a very important factor in their decision to purchase a product. Product photography can be tricky since you have to focus on portraying the product in a light that resonates with your intended audience. If done correctly, the image of the product at hand sells itself, making the sales process far easier compared to relying solely on piecing together long descriptions, filled with key words and product-specific information. In fact, the study shows statistics that place good product photography in a higher regard than even ratings and reviews of a product.
According to the study provided by MDG Advertising, roughly 70% of e-commerce shoppers categorize product imagery as a very important factor in their decision to purchase a product.
EWISE Says: Aligning your product photography towards your audience can evoke an emotional appeal to your product – boosting sales in the process.
Building Brand Trust with Photography
Establishing Credibility
Let’s play a game. Pick your favorite brand, whether it’s an apparel brand, a drink, a publication – anything. Now, go check their social media and/or their website, and focus your attention on this brand’s provided visuals. Generally, strong brands are extremely mindful of what their photography tells you about their brand. Oftentimes, these visuals strengthen their messaging and allow your audience to connect to their product. In doing so, it produces an emotional response to the brand, which increases the likelihood that a consumer will make an investment in it.
EWISE Says: Consumers look for brands that they can relate to and imagery through photography is a very effective way for brands to build that relationship with their audience.
An Engaged Audience
Perhaps the most important factor to growing a brand comes in the form of audience engagement. The best brands utilize their platforms (social media, website, advertising, etc.) in attempts to boost their audience brand engagement. With that being said, the MDG Advertising study showed that marketing experts believe images are the most important piece of content, ahead of both videos and text. For example, Facebook posts that include images receive 20% higher engagement on average compared to videos and 352% higher engagement than links. Additionally, 60% of consumers claim they’re more drawn to a business that has a strong visual appeal in the form of images. If engagement is the key to growing a brand, expert analysis shows that photography is a major key to producing audience engagement.
60% of consumers claim they’re more drawn to a business that has a strong visual appeal in the form of images.
EWISE Says: Placing an importance on photography boosts brand appeal, which increases audience engagement and brand growth.
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