Research shows just how vital imagery is. Did you know that the human brain processes visual data 60,000 times faster than text? And that 90% of the information our brains process is visual?
In light of that research, it’s critical to step up the visual content, such as photos and videos, that you incorporate into your e-commerce presence. But how do you do that? Here are four recommendations.
1. Rely on High-Quality Images
When it comes to photos and other images, be sure the quality is as good as it can be. In other words, no grainy images. Photos and other images often are a consumer’s first impression of your brand when they engage with your online presence. You want to leave a good first impression, don’t you?
If possible, use only those images created by professionals. So, what if you can’t afford to hire a true professional? Hire a student who’s got a wealth of experience producing top-notch photos and other images. And if that’s not possible, rely either on self-produced images that you’re confident don’t look amateurish or, as a last resort, high-quality images from “stock photo” sites (as long as they’re not cliché or goofy).
Also, be sure the images you post are large enough for people to clearly see the details. You want to wow them with your offerings.
2. Look Into Video
Videos grab the attention of people browsing online. And they can lead to more profit. A couple of examples:
- E-commerce product pages featuring video convert 80% better than those lacking video.
- Nearly three-fourths of adults are more likely to make a purchase from a brand after watching one of its videos.
Not only can videos potentially boost sales, but they can improve customers’ opinions about your brand, help your website rank higher in Google searches and contribute to higher engagement with consumers. These videos might show your employees in action or might show off new products or services.
When you add videos to your e-commerce presence, be sure the quality is good. Fuzzy, shaky, dark videos will turn off consumers. Sure, you can shoot videos with your smartphone. But you might want to invest a little bit of money in lighting and a tripod to bump up the quality of your videos.
3. Tap Into the Power of YouTube
YouTube attracts an eye-popping 14.3 billion visits per month. In fact, after Google, YouTube is the second most popular search engine in the world.
Given those statistics, YouTube might be a powerful tool to visually promote your e-commerce business. (Plus, these videos can provide content for your own website and can be shared on other social media platforms.)
But what types of videos should you post on YouTube? Among the options are:
- Vlogs, or video blogs.
- Videos about your products or services.
- Videos that offer tips. This could be a video that goes over “The Best Summertime Beverages” or “The Easiest Ways to Extend Your Wardrobe,” for example.
4. Seek Out User-Generated Content
Today’s word-of-mouth marketing, including campaigns geared toward e-commerce, depends a lot on user-generated content. So, why not invite your customers to post photos or videos of themselves visiting your business, or enjoying your products or services?
The best avenue for sharing user-generated content is social media, such as Facebook, Instagram and TikTok accounts. (And if you don’t have any social media accounts, now’s the time to set up at least one.) The beauty of user-generated content is that you don’t have to produce it and that it can be shared among social media users.
If you’re not quite convinced of the power of user-generated content, consider this: 79% of consumers report that this type of content influences their purchasing decisions.