How Important are Photos and Images?
The short answer is that they matter a great deal. Photos, infographics and short-form video all help your content get noticed and remembered, and that’s still true for every campaign you run today.
Visual marketing is increasingly used
Visual marketing is the most important content type for around 40% of marketers, just behind blogging content itself and almost three-quarters of social media marketers use visuals ahead of blogs and videos.
Visuals work
If people hear information, they tend to remember only around 10% of it three days later, whereas if the information is allied to relevant or related images, this retained proportion goes up to 65%.
Video marketing is coming to the fore
Video has long since overtaken text as the dominant format people watch online, and short-form clips on platforms like TikTok and Instagram Reels now drive much of that growth. Four times as many consumers still prefer watching a video about a product than reading about it, so keep investing in video rather than treating it as an extra.
The word itself works
Just using the word ‘video’ in the subject line makes it 19% more likely that the email will be opened.
Video trends to look out for
On Facebook, users spend around three times as long watching live videos than pre-recorded ones. Videos that are less than five minutes long make up almost 60% of the video consumption on smartphones.
Infographics are key
According to eye-tracking studies, readers pay very close attention to images that carry information. When the images or graphics are highly relevant, more time is spent on them than on the body content. Infographics are also shared and liked on social media three times more than other types of content.
Over to social media
Tweets that feature images are shared and retweeted 150% more than those without images. On Facebook, posts with images get almost two-and-a-half times more engagement than those without and organic engagement is higher on posts with videos and images.
It also seems that articles with images occurring every 100 words or so are shared twice as often as those with fewer images.
