Images and videos are everywhere we look !
Statistics show that only 10% of people recall information they read after just three days however when an image is added that number goes up to 65%. Images are used to boost recognition and create a longer lasting memory and impact on a consumer. When it comes to articles researchers have found that adding an image to certain categories boosts performance more than others, these top categories include general news, politics, and sports. Articles with relevant images were also viewed 94% more than articles without one. Social media has become a huge way for people to advertise, posts on Facebook with an image receive 352% more engagement than just a link alone, and 20% more engagement than a video. Images attached to ads also cater to visual learners, which make up a large portion of the population. Another huge way the images play a part in ad and pr is when it comes to consumers searching for your business or product. 60% of consumers say that having an image of a business show up when they search for it makes it more likely for them to contact the business or use the business. Search engines also realize the importance of image heavy content and often bring these search results to the top of the list. Not only is having an image very important but also the quality of the image posted is very important. 67% of consumers say that the quality of an image when selecting a product is very important to them. Images should be sharp, clear, and add to the post, businesses should also avoid using overused stock images to help stand out from other brands and companies (Gigante).
When it comes to using video in ad and pr it is important to think about the content of the video and do your research before creating one for your brand. Approximately 85% of all videos viewed on Facebook are viewed with no audio. This is information that would be very helpful when creating a video for Facebook. It is also important to become authentic and truthful. Consumers are not interested in what most call “click-bait” they take it as a company being untruthful when their expectations are not met in the video. Videos should be telling the story that you want them to but also be the right kind of video for the platform you are posting to. Without taking this into consideration you could be interrupting the consumers. Both images and videos are important in pushing the right message you want to portray and having effective advertising (Torossian).
Gigante, M. D. (2019, January 11). It’s All About the Images [Infographic]. Retrieved November 2, 2019, from https://www.mdgadvertising.com/marketing-insights/infographics/its-all-about-the-images-infographic/.
Torossian, R. T. R., Torossian, R., & Valerie. (2017, January 17). Video PR and Marketing – the Approaches that Work. Retrieved November 2, 2019, from https://www.business2community.com/content-marketing/video-pr-marketing-approaches-work-01757773.
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