Why Brands Need to Capitalize on the Power of Visual Content

Why Brands Need to Capitalize on the Power of Visual Content

Social media

We respond to images every day: an Instagram shot of a stunning sunrise, or the pictures friends text us from a vacation spent hiking in Ireland. But not everyone understands the tremendous power images wield in the business world. Just as any business cares about how its website is written or its ad copy composed, it should also treat images with the same attention and respect. Mary Meeker’s widely read 2019 Internet Trends report underlines that truth.

Images are on the Rise

Mary Meeker’s Internet Trends report is an annual thought bomb with considerable influence. According to Meeker, consumer usage of digital continues to increase overall:

With that uptick, there’s been a climb in image creation. Images hold a lot of power. People respond to them: not only the pictures they take, but other people’s, too. And as image sharing becomes more popular, perhaps it’s no coincidence that Instagram use is soaring:

As Meeker points out, Twitter content with images gets more tweet impressions:

And artificial intelligence tools are making images more sophisticated, in the process rendering them more powerful as communication instruments:

What Does The Rise of Visual Storytelling Mean for You?

Her findings are a reminder that businesses need to treat images as critical assets in both paid and organic content. What should your response be? Here are some tips:

  • Capitalize on tools that make your digital advertising stand out, such as Google Shoppable Ads. As we noted in this post, select retailers are experimenting with a format that allows them to highlight multiple products for sale within a sponsored ad appearing in Google Images results.
  • Make Instagram part of your game plan. Instagram is trending, becoming increasingly popular for both business-to-consumer and business-to-business brands, as advertisers become aware of—and ever-more curious about—the opportunities the platform affords. We’ve written about some of those opportunities, including Instagram’s Branded Content Ads, which makes it possible for businesses to use Ads Manager to promote branded content as an ad in their Instagram feeds.
  • Use strong images in your organic content. In a recent post, Andy Crestodina of Orbit Media discusses how images can improve your search rankings. As he points out, “Now we know that visuals are an SEO’s (search engine optimization’s) best friend.” Perhaps that’s because visuals, like well-crafted text, can speak volumes with a minimum of fuss. “Just as you wouldn’t miss the chance to turn a paragraph of items into a bullet list, never miss the chance to use a visual to explain a concept,” Crestodina says.

We agree. And one area where you can make the most of strong images is your Google My Business (GMB) page. That’s because a company’s GMB page, as noted in moz.com, is the single most important way for a business to be found through local searches.

Images hold power. Want to learn more about how to capitalize on that power? Contact us.

Google Makes Ads More Shoppable

Google Makes Ads More Shoppable

Google

Google understands the power of images. To remain competitive with visual platforms such as Pinterest and Instagram, Google is introducing a feature called shoppable ads on Google Images. With this new format, shopping online through image search just became easier than ever.

Shoppable Ads

According to Google’s blog, half of online shoppers say that images of a product inspire them to make a purchase. And Google has responded to that input with shoppable ads on Google Images. The format, which allows advertisers to highlight multiple products for sale within a sponsored ad appearing in Google Images results, is currently being tested with select retailers.

The format works as follows:

  • A shopper searching for, say, home office ideas on their desktop or mobile device, can pull up a series of sponsored ads in Google Images.
  • Retailers have the ability to tag several products in an ad.
  • When the consumer scrolls through these ads, they can hover over items for sale in any given image and learn specific details—like price and brand—about those items.

Being There for the Consumer

The new development is significant. By making it easier to make purchases using the power of visual search, Google demonstrates a real understanding of how consumers shop. According to Adweek, it also makes Google competitive in an arena in which Pinterest and Instagram are making headway. (On Pinterest alone, people conduct hundreds of millions of visual searches monthly.) As Daniel Alegre, president, retail shopping and payments at Google, said during a keynote at the retail conference Shoptalk, “No journey is exactly alike. With so many choices and awareness, awareness is about being there when the consumer is looking for you.”

For more information about how to use images in your online advertising, contact True Interactive.

Image source: https://www.searchenginejournal.com/google-introduces-shoppable-ads-on-google-images/296551/