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The Continued Importance of Photography in Marketing

Date published: November 21, 2019
Last updated: November 21, 2019

We're living in an era when videos are being touted as the best way to market your business or products. However, photography is still a cornerstone of modern marketing, and focusing on photography can help your business stand out from the crowd. Here are some of the reasons why you need to focus on photography when it comes to promoting your business.

Capture Attention

Although video, audio, and text are important elements of modern marketing, nothing is better at attracting attention quickly than photographs. One only needs to look at billboards to see this effect in action: An attention-grabbing photographic image is just what's needed to draw eyeballs and begin the process of reaching out. It's noteworthy that the use of photography in advertising dates back more a century, and people are effectively trained to look for photographic elements in their day-to-day lives.

New Tools

Photography has evolved considerably over the years. Color photographs made images more lifelike, and digital photography made pictures more accessible to everyone. One relatively recent technology, drones equipped with cameras, has opened up new avenues for advertising. The use of drone photography in modern marketing can help you share views previously only accessible for the relatively few who could afford airplane photography. Because this technology is still new, it provides a powerful way to separate yourself from your competitors.

Share Information Instantly

The idea that a picture is worth 1,000 words relays a number of useful ideas, but it's particularly poignant in terms of advertising. Instead of telling people certain facts or using words to relay a pitch, you can use your photographs to spread a powerful message that's imparted at a glance. Our minds are designed to pick up on nonverbal cues, and photographs tap into parts of the brain that are difficult or impossible to reach through text or audio. When combined with the right text, photos are perhaps the most powerful marketing tool at your disposal.

Emotional Appeal

People react strongly to images of other people. Although text and audio can be effective for sharing the most critical selling points of your product, they can't quite pack the same emotional punch as a photo can. When advertising, it's important to remember that humans are perfectly rational beings: Emotion is important for selling a product, and pairing the right emotional elements with a compelling pitch can lead to far greater advertising efficiency.

Increased Engagement

Marketing is a well-studied field, and the results from decades of research are clear: Photographs encourage engagement and increase the likelihood of people to act. No matter how powerful your marketing material is, it can only succeed if it encourages people to reach out to your business or take other actions. When using photographs, consider your call to action and make sure your image is working to encourage action.

Project a Professional Image

Making a positive impression on those who see your ads is critical for success. By incorporating high-quality photographs in your advertising, you can project a professional and confidence-inspiring image to those who view your material. This is part of why businesses spend money on professional photography even though cameras are fairly affordable. The expertise of professionals can make the difference between a merely functional picture and one that sends a powerful message.

Advertising constantly changes, but there are some elements that remain timeless. When it's time to develop a new marketing campaign, make sure to take into consideration just how important photography can be at attracting attention and driving sales.

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