Social Marketing: Photos are More Important Than Ever
Most marketers already know how valuable images can be in conveying a message or making an impression. There’s that whole “worth a thousand words” adage about a picture’s worth, after all. But marketers may not fully realize just how vital pictures can be when it comes to marketing via social media.
Today’s tech-savvy consumer is very visual, and is attracted by content that contains images and video. This is due in large part to the increased use of mobile devices. Users accessing content via small screens can’t (and don’t want to) try to read a lot of text. They like content that gets the message across quickly, ideally in a creative or memorable way.
Photos are a key element in achieving this goal on social networks. This isn’t really surprising. When scrolling down a crowded newsfeed, the eye is naturally drawn to items that feature images. In order to keep their posts from being overlooked, marketers must make sure they can get people’s attention quickly.
This is especially true with Facebook, which recently made some not very popular changes to the algorithm that determines which posts users see in their newsfeeds and when. Many businesses saw the reach of their posts plummet, but certain types of posts (such as those with images) seemed to have suffered less of a blow. Many users found that text-only posts tended to get buried in newsfeeds or became all but invisible.
Socialbakers (a company that offers social media monitoring and tracking tools) recently released research that illustrates the importance of photos for Facebook posts. They found that of the brand-created posts that got the most interaction, 87 percent included photos. Most marketers have already noticed this trend, as proven by the fact that 75 percent of posts by the brands they monitored included photos.
It’s important to remember that with Facebook, nothing is written in stone. The network is notorious for constantly changing things. Just when marketers (or anyone else) think they have things figured out, Facebook goes and changes the rules.
But in general, it will likely be true for the foreseeable future that including a photo in social media posts whenever possible will increase your visibility and boost the likelihood that users will notice and engage with your content.