Photos and video are incredibly important in capturing audience attention and cannot be underestimated in our increasingly visual world.
The ease in which we can produce, edit and share images, video, graphics and words makes it simpler than ever to create engaging content. The combination of images or video and an attention-grabbing headline can stop viewers from moving on.
With the growth of social media platforms like Facebook, Instagram, Tumblr and Pinterest, it is important to use images and video for your company’s marketing and public relations strategies.
In some cases, a picture is better at communicating a story rather than any written word.
Pictures can also convey a message quickly. People often don’t have time to read a lengthy article, therefore a picture helps to grab our attention immediately and our brain allows us to process these images at an alarming speed. The old adage is true – a picture speaks 1000 words.
Pictures and video help to grab our attention and can incentivise a viewer to continue through the article or video. Bright colours capture our attention along with content which is funny, unusual, provocative, surprising and/or eye-catching.
An image or video that makes the viewer want to know more or find out what’s next is the best way to attract and maintain attention.
Additionally, sometimes conveying a complex message can be difficult. A larger image with a mix of text and smaller visuals (also known as an infographic) can help explain these tough concepts without taking up too much space (see image).
On social media platforms, quality attention grabbing images can keep a viewer engaged. It is better to steer clear of common stock photography and use high quality unique images. Images and graphics can help significantly in sharing and views.
Beautiful images are important for your audience but having accurate photo descriptions is also useful for better search engine optimisation. By having accurate captions, you can take advantage of the search engine traffic related to your image.
With high levels of phone use, it is also useful to check how images will appear on phones or tablets, to ensure the image is correctly displayed. Make sure you resize the image if needed in order to better suit the platform you are using.
Simple images and video are an effective choice, and conceptual or artistic content should be used when you wish to provoke an emotional response.
Not only are pictures important, video has also become an imperative tool in creating engaging content, not just for television but for online newspapers and blogs.
Research shows we have just eight seconds to grab a viewer’s attention, so remember, videos should be short. When creating compelling video for these platforms, it is important to remember your audience and your product.
For a video, it’s vital you show branding, and be sure not to reveal sensitive information, which might be on display, say on a whiteboard in the background of an interview.
Video marketing of products is growing, and it can be easier to reach consumers and provide product demonstrations. Consumers are more likely to purchase a product if there is accompanying video content, making it essential that businesses continue to expand their use of this format. The opposite is true when a video is not of a high standard.
Think simple. Use a simple and uncluttered background, with the subject in focus, to keep attention centred on the product or interviewee – but ensure it’s not boring. Viewers will turn away if a video features just one person in front of a white background.
The first few seconds of any video are most vital to capturing attention, so it is important to have a strong hook.
Whether your story is published online or in print, images, graphics and videos add an exciting and eye-catching element.
Remember content works best when it matches the company, article, or product and grabs the attention of the viewer.