What has made social media the success that it is, has primarily been driven by great photos and other images/videos.
The same can be said for traditional media. Even though a story may be strong on its own, when it has a fantastic image that tells its own story, it can make it to the front page and/or be given greater space inside a magazine or journal.
And because print media also have a web presence, a memorable and descriptive photo can be used in print and online thereby increasing your exposure.
90% of information transmitted to the brain is visual and visuals are processed 60,000 times faster in the brain than text.
By way of an example, as editor of a 16-page publication that is just about to go to print (for Knox City Council), a series of photos from one company stood out from the rest.
When deciding what should be placed on the front cover of the magazine, it was their photo that helped make this decision. Yes, it was a great story, but without the impressive photo it would not have made page one.
Investing in good photography will pay off. And you can use the images in so many places to amortise the cost. For example:
. To accompany media releases
. On websites
. As part of social media posts (Facebook, LinkedIn, Instagram, Twitter)
. In your newsletter
. As part of a tender
. In your company brochure (PDF or printed)
. With blogs
. To create posters
. In PowerPoint presentations
. In advertisements
Paying a photographer to capture the right image is usually worth the extra cost and they can fix any blemishes, unforeseen marks on clothing or unsuitable backgrounds in Photoshop if needed.
Needless to say, the image has to be crisp and clear, and high resolution.
Visual content drives engagement: one month after the introduction of Facebook timeline for brands, visual content — photos and videos — saw a 65% increase in engagement.
Resist the temptation to use a Google image. Most are copyright so if you are found using one without permission, you could be sued. But what I do use Google images for is ideas on composition. Giving a photographer an example of what you are looking for in a shot is a great start to creating that special image.
I would also advise against using royalty free images unless it’s a one-off that won’t be republished such as for a blog post or if you are going to modify or tailor it to your needs.
And as a pat on the back to our agency, we have now been producing Knox Business Life for 20 years. To view previous issues visit:
So think strong images next time you want to make an impression and engage stakeholders.
Note: the featured image, which was NOT taken by a professional photographer, shows author Roger Mendelson with his newly published novel, Eliyahu’s Mistress, details of which can be found here:
T: 03 9803 2588