Trends in marketing continually adapt and change according to consumer behaviors, but if there is one thing that remains everlasting, it is the element of photography in marketing. Admittedly, photography should be an important part of your marketing budget and not something to be overlooked or underestimated.
While many marketers will argue that videos are the fresh and sought-after way to advertise a product or service, nothing can beat the value of good photography. Indeed, the science of photography is deeply associated with human psychology. People are more likely to pay attention and retain information if it is presented with visuals.
Allocating a portion of your marketing budget to photography is an essential element in promoting your brand. Whether you’re planning a new advertising campaign, looking to update your existing website or in need of new content for social media, photography is key to driving brand awareness, sales and engagement. So, without further ado, we present to you 6 reasons why photography should be an important part of your marketing budget.
1. Social Media Favor High-Quality Photography
It is no secret that Instagram’s algorithm is ever-changing. However, there is one proven way to beat the competition, and that is by consistently sharing high-quality images. The intent of this tactic works in a twofold aim: on the one hand, social media favors high-quality images and are more likely to promote them. On the other hand, customers are more likely to share original images than stock or user-generated content (UGC).
2. Images Help Your Website Rank on Google
According to studies, a website viewer is more likely to stay on a page if there are images on it compared to a page with just text. Likewise, a Facebook user is more likely to click on a link if there is an image associated with it. On the back-end of a website, every image is associated with keywords or alt-text that help search engines index a site. By adding value-driven photos with keywords on a page, you are in essence helping Google rank that given page higher because potential customers are searching for those keywords.
3. You’ll Never Run Out of Content to Share on Social Media Again
If a picture is worth a thousand words, then what better way to showcase your brand than through high-quality images on social media? When you add photography into your marketing budget, you will never run out of content to add on social media and can build a consistent social media plan. Original images have been proven to increase engagement. Indeed, your audience can save, repost or share your original images on social media and thus, reach new audiences. Whether you’re adding images to your Instagram stories or feed, having a bank of visuals to choose from allows you to stay present and to build relationships with potential clients.
4. Original Photography Surpasses Stock Images
Although there might be dozens of websites that now offer free – or at a low cost – high-quality images, nothing other than original photography does justice for your brand. Imagine for a second you were a restaurant owner. Would generic stock imagery showcase the beautiful interior of your restaurant, unique menu items or friendly and welcoming staff? In the same way, competitors may also use the exact same stock image you found, leaving little room to differentiate yourself from other brands.
5. Photographs Are Applicable to Other Marketing Streams
From emails, to social media, to web content, photographs can be used in every aspect of your marketing strategy. While videos may grab viewers’ attention on social media, offline, it is very difficult to use them to advertise your services. Traditional marketing (aka prints, brochures, magazines, posters, etc.) may not be thriving like it used to do but it is still an important element to include in your strategy, and one where photos come in handy. For example, while your competitors put all their focus on digital campaigns, you can differentiate your brand and build customer relationships with printed promotional materials. A great example of this is a hotel leaving a personalized postcard in each hotel room, or a clothing boutique adding a thank you note with each purchase.
6. Visuals Help Elevate Your Brand
Chances are your logo and web design already follow a certain color pallet or theme, so why shouldn’t your visuals as well? Whether you want to come off as a professional and serious brand, or laidback and friendly, visuals help paint the consumer a picture. In the same way, high-quality photographs communicate a high quality and well thought-out brand while low-quality images can do just the opposite.
Interested in revamping your website’s content or looking to take your social media presence to the next level? Message us to learn more about our photography services.