Do you want your clients and customers to engage with you on social media? Do you want them to share your content and help you expand your reach?
Images are your best bet.
In the past 10 years working with numerous companies I have noticed one trend. Doesn’t matter what field, what country, what target market. Visual content always performs better.
You might be thinking, if it’s that easy, why isn’t everyone doing it? Well, everyone IS already doing it and 99% of businesses are making this mistake while doing it: the add more visuals just for the sake of it.
Visual content has the power to evoke emotions and grab our attention more than article or catchy headline. Our brains process images 60.000 times faster than text!
You don’t have to be a graphic designer or a visionary artist to nail what images to use on your social media. Just follow my advice here.
1. Stock Photography (the good kind)
Beware: your fans and followers will smell a crappy overused cheap stock photo from a mile away. Younger generations especially, based on a research conducted in London, millennials scored highest when quizzed about stock photography. Don’t believe me? Many stock photos have become internet memes!
On the other hand though there is TONS of amazing stock photos online waiting to be used for free. Check out this article on Canva on places where you can get free stock photos. Good quality photos will make your brand seem more credible, high quality and relevant images help establish your brand’s reputation and boost engagement.
Here is an example of bad stock photo vs. good stock photo:
2. Screenshots (prove your point)
Whenever you are trying to conveying a point or show proof for something, if possible, use a screenshot. The old adage “seeing is believing” is more valid than ever on social media. Psychologically speaking, people are more likely to trust the source whenever they can see something for themselves.
Buffer did this in a really cool way. They used screenshots of the before and after of one of their articles to show how a small change made them receive 300% more visits:
3. Use Personal Photographs
Humans run businesses, other humans buy things from those same businesses. Connect with your audience on a deeply authentic level showing them that you’re human, no matter how successful you are. People find it easy to relate to a business when they can associate a face (or faces) to it.
Look at Richard Branson below. He is announcing a new route for his airline by posing with the crew. That post is doing two things at the same time: 1. promote the new route for the airline 2. making the airline human by adding a face to it. No wonder he is one of the most admired CEOs in the world.
4. Let Your Customers Behind The Scenes
Another great way to connect with your audience, similar to the previous point, is to use photos of the behind the scenes of your business. Nothing says personal like your customer looking into something is made or how the team works together.
This particular type of imagery is more suitable for Instagram and Facebook, which are often considered the more “social” and less formal mediums. Floral Designer Bruno Duarte, owner of Fresh Floral Creations does this well on his Instagram account by regularly featuring shots of himself putting together floral arrangements followed by shots of the final products.
5. Images that reflect the essence of your brand
If you want to create images that impact your target audience always consider: what’s so unique about your product that made them choose you over the thousands of competitor?
The answer is: whatever makes your brand unique. Use that to strengthen the foundation of your brand loyalty. Remind your customers why the chose you over the competition.
Look at VOSS Water. Advertising itself with values of purity, distinction, and social responsibility, VOSS Water visual social media posts always reinforce one (or more) of these ideals.
6. Quote Graphics
Quote graphics have received their fair share of mockery on the internet, I know. They have been abused by companies, bosses and teenagers for the past few years.
Do they still work? Yes they do! They work on every social network.
When you create quote graphics make sure that the background image fits with the content of the quote and that it doesn’t compete for attention with the text.
When designing your images make sure to pick one style and use it from there on for every quote graphic. You want your customers to recognize your posts visually before they even read the quote. Ask yourself: Is this post in line with the rest? is it instantly recognizable?
You might have noticed that the social media thumbnail used for this article is a completely useless quote image. Why did I do that? To prove that it works.