It goes without saying that a great image can make a dramatic impact on your audience, if you get the imagery right you can almost skip the text. Social media is an ideal place to take advantage of this, but choosing the right kind of picture is not always as straightforward as it may seem.
Think Pictionary. Your audience is your team and your image needs to give them as many clues as possible, as fast as possible…
DON’T ASSUME THE SAME KIND OF PICTURE WILL WORK ON ALL PLATFORMS
Take instagram for example. Generally there is little text and the picture is the main talking point. The picture celebrates an event, a product or a person. It needs to be vivid and obvious. It transports you instantly to wherever that person is or to what they are doing. Instagram is great for sneak peeks.
Facebook on the other hand is forgiving of much more literature and your picture should nicely compliment the focus of the text.
Whatever the topic, the image should ideally be the best quality your platform affords, clear, and crisp. Think about colours – if the picture is representing a brand, tying in the colour scheme so there is a quick association for your audience is incredibly powerful in building that brand.
ONE SIZE DOESN’T FIT ALL
Quite literally. Pay attention to the dimensions of your images and the size of the file. What works well on a web page may not fit a mobile page- so adjust accordingly and keep it looking smart. There may be limits to the file size you can upload and the number of images that you can use in one post. Even with these limitations however, it is still possible to get a good quality image online.
DOES IT MEAN ANYTHING?
Back to Pictionary…if you’re trying to get your team to say cat, don’t draw a picture of a dog. The same applies in social media. Yes be creative, be artistic, but don’t lead them off the beaten track.
Try not to stray too far from your brand either; keeping your style and imagery consistent, will allow you to become easily recognisable to your audience.
STOCK IS GOOD. EVEN BETTER WHEN ITS YOUR STOCK.
Having stock imagery that is easily accessible is great for livening up your social media and can help keep you reactive. Attention grabbing images are also a great way to reach more people. Where possible, use stock imagery of your actual business and team. It will create a stronger brand and keep it much more personal for your audience. Impactful imagery creates impactful marketing.
Experience has shown that likes and shares are more prominent when the audience can identify with the picture. It is fine to use a mixture of both and there are some great stock image databases out there. There will be times however when it needs to be your own images, for example, when marketing your products, customers will want to see the real thing.
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