In a world that is crowded with more brands than ever vying for your brain space, as PR professionals, we have less time to catch the interest of the end user.
What you have to say gets lost in numerous emails, news feeds and ongoing events. People today are not leisurely taking in data like they did even 20 years ago where reading a magazine or a newspaper warranted a dedicated time frame. In this age of instant news and constant information overload, consumers snack on stories through their mobile devices and therefore content consumption is driven by what is seen and remembered.
What makes a story easily remembered? What ensures it can be consumed and understood, in some cases without the reader having to even click past the headline?
Simply put - a strong visual increases captivation and brings the reader into your story. It can sell your story before they get to the story itself.
Good writing fuels the imagination however adding a picture makes the story memorable.
Our key goal as brand ambassadors and storytellers in this age of visual culture is to gain resonance.
In the competition of words vs imagery, 20% of what you read sticks, whereas this number shoots up to 80% when a visual representation is included.
Research reveals that when people hear information, they’re likely to remember only 10% of information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
Early social media sites have evolved from purely textual expression through words to visual expression, thus the evolution of mainstream media which now needs to have a visual focal point to be successful.
Research reflects that articles with images get 94% more views in total and 60% of consumers are more likely to contact a business when an image shows up in the local search results.
In conclusion, make sure you’re doing your story justice by taking as much time to finding the right image, as you do building the story itself.