“A picture is worth a thousand words”, and this quote is spot on, because in eCommerce product photos must spark users’ urge to buy. They are so important that they also play a major role on social media. Building a strong brand image, driving visits and above all boosting online store conversions can depend on the quality of the images and photos shown on social media too.
Visual marketing, picture marketing…. (Whatever you want to call it)
The point isn’t whether you adopt a communication strategy like Visual Marketing or Picture Marketing with your eCommerce images on social media; what really matters is how to generate feedback with those images.
Bear in mind that the main goal of these marketing strategies is for users to take action through social media advertising campaigns. Actions driven by attractive, engaging images that prompt users to join social conversations by sharing their opinion or that take them straight to the product page.
As we’ve said, the fundamental goal of these Social Marketing strategies is to get users not only to become another brand follower but also to create content about it. Instilling a sense of belonging to the brand, fostering engagement and making them identify with it.
We can achieve user-brand feedback through these kinds of images on social networks where images are a decisive driver of interaction, such as Facebook, Instagram or Pinterest.
How do you generate feedback through images?
Facebook, Instagram, Pinterest… so many social networks where the image takes center stage, and whose power we have already discussed in previous posts on the Trilogi blog. This is because images are known to be the most appealing element, the one that gives customers the most information and that can give the store an image of seriousness, commitment and reliability.
How do we get feedback with images on social media? To answer this big question, we must first understand that photos are the main lever for attracting followers, and once attracted, we need to generate an exchange of feedback. Visual marketing that must know which target audience it is aimed at and on which channel it will take place.
Instagram offers a wide variety of audiences and tastes for any eCommerce, which is why it has become the most widely used visual social network (it currently has over 100 million users). It lends itself to many forms of interactive communication with users, such as photo contests, showcasing the brand’s business activities or testing customers’ tastes.
Another way to generate feedback, used by many online stores today, is humorous images such as the well-known memes, to increase interaction on their social media posts. But they must be used with great care, since visual content should always relate to the brand and its products; straying from this goal can backfire on the brand image.
eCommerce photography
If we’re talking about the essential images of any online store, they are the product photos on the website. These are the images that decide whether a user buys the product, so simplicity and cleanliness should define them.
These photos should show the product on its own, on a neutral, usually white, perfectly lit background. This is as important as, in the case of furniture, showing pieces in related settings to encourage purchase.
They are the most important images in the online store, a decisive factor in purchasing, and they can also become images shared on social media. They are the customer’s first contact with the brand, and that first impression is decisive. So you need to provide as much information as possible, taking care of every detail, showing as many additional images per product as you can and advanced options such as videos, zoom or 360º view.
Example of a product page with zoom, video and additional images: sitamurt.com
Do you think you can generate the best feedback with images?
