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When you look at your company Facebook page or Twitter banner, do you feel uninspired? As you scroll down the content, do you see images that convey a totally different feel than what you would like your company’s digital presence to be? Is your content full of free stock images or perhaps lacks images altogether? These problems are just a few signs that it is time to overhaul your company’s social media.
Pictures make a huge difference to the success of your social media strategy. They drive engagement and ultimately referrals back to your website. The problem is that setting up social media accounts is just plain time consuming; and some aspects of it, such as understanding image size requirements, licensing and file types are fairly technical. Social media without great imagery, however, is an opportunity missed. Regardless of the social networks you choose for your business, here’s why you must fix your company’s social media imagery and how.
Images are branding opportunities
Every social media network has different image options and layouts which allow you to customize your company profile page, and these present branding opportunities. There are places for logos, banners and backgrounds, all of which can showcase your brand and great imagery. Pictures can show your company’s products, conjure up thoughts that inspire a consumer to want your services or just be clever and eye-catching. Captivating imagery will reinforce your brand and keep viewers on your page where they can learn more about your company.
For a simple fix, first look up image size requirements for the social network you are using or use a guide such as Hubspot’s Cheat Sheet, and upload custom imagery for your cover photos. Make sure you include your logo in some creative way. If you are not proficient in tools like Photoshop, there are numerous free apps which have social media templates you can use. Hubspot offers a set of PowerPoint templates, so there is no expensive software required, and you can download your finished cover photo once complete.
Images lead to higher engagement
According to The Social Media Examiner, photos have an 87% engagement rate on Facebook, far more than text posts of any length. Similarly, in What Fuels a Tweet’s Engagement, Media Blog shows that retweets are boosted by 35% when there is a photo attached. Tweets with images take up more visual real estate and are more likely to grab someone’s attention. As the old adage goes, “Pictures are worth a thousand words,” and if your posts lack images, your social media engagement will be lacking too.
Images provoke the imagination
Powerful marketing utilizes imagery for a reason. Pictures can tease the imagination and make us dream of going somewhere exotic on vacation, winning the lottery or even looking younger. Imagery is far more likely than text to capture someone’s attention and inspire them to click-through to learn more.
As well, colors can affect the decisions we make. For example, blue is often associated with trust, green with wealth and pink with romance. Colors are emotive, and therefore, another powerful tool that can be used with imagery to spark the imagination.
Images drive sales
Not surprisingly, fantastic product pictures can lead to product sales. According to Jeff Bullas, a prominent social media strategist, “In an ecommerce site, 67% of consumers say that the quality of a product image is ‘very important’ in selecting and purchasing a product.” Social media is a perfect platform to post high quality product images and link them directly back to your ecommerce store.
If you are concerned that a product photo shoot is beyond your budget, purchase a portable box kit which includes photo diffusion panels, color backdrops, a camera mount and lights. They are available for around $50 and will give your pictures a professional look.
Images can tell a story
People love a good story. Pictures and videos can tell your product, service or company story far more effectively than written content. If you are able to convey a compelling story with images, consumers will want to be a part of it. Plus, pictures are more easily consumed and they are universal, so a critical tool for large global brands.
Not surprisingly, short videos have much higher user engagement than longer ones. In “The optimal length for video marketing content? As short as possible,” Yoav Hornung explains that the shorter the video, the more likely that someone will hit PLAY. With a number of free editing apps for smartphones and tablets available, it is easy to create and add some product or service videos to your social media.
Free Image Sources
If you’re sold on the leverage that images bring to social media, but not quite sure how to begin, start by bookmarking a few free image websites. Here are three of my favorites: Unsplash, Jay Mantri and Picography. Another option, Google Images, allows you to specify usage restrictions, so you can search for images on the internet that are free to use or share and in the public domain. Also, keep your smartphone with you, and if you see a photo opportunity, take it! Build your own library of images. Then create social media posts with pictures and begin to monitor what types of photos engage your audience best. To customize the pictures, use a simple photo editing app like Canva.
Spending the time and energy adding pictures to your social media will boost engagement and convey your message in a compelling way. If you still need some assistance getting started, the Resourceful Business can help energize your social media with images and guide your social strategy. Contact us.