The importance of photography and videography on your website - Fusion Media Digital Solutions

The importance of photography and videography on your website

Think about the last time you visited a website online. Do you remember what about the website really caught your eye and left an impression?

It was most likely a captivating video or engaging image that intrigued and led you to stay on the website and click around to discover more pages.

In today’s expanding world of digital marketing, more and more businesses are jumping on the bandwagon of adding high-quality photography and videography that visually emphasizes their brand identity throughout their websites.

Adding informative, visually pleasing marketing messages to your website in the form of photos and videos is a meaningful way to not only attract but also engage with customers on your site. If you are looking for a creative way to revamp your website, photos and videos may be the answer.

According to Cisco, video will make up 82% of internet traffic in 2021.

To avoid being left behind, let’s take a closer look at some of the most powerful benefits of adding photography and videography to your company’s website.

Tesla, Nike, Louis Vuitton, Nasa, Sony, Pixar, Netflix.

What do these big brands all have in common?

They all have an image as the first thing you see once you hop onto their website.

This isn’t a secret weapon. It is the most effective way to stimulate the human brain.

IT CREATES AN EXPERIENCE

Using photography and videography across your website is a compelling way businesses are creating an experience around their brand. Gone are the days of websites being simply a web page of informational copy. While written copy remains important on a website for both users and for search engines, creating a sharp photo that relays your brand message or posting a short, to-the-point video is a necessary piece of the website puzzle. No matter what the brand mission is, video and photos on a website supplement visitors’ experiences and help to build creative connections with consumers.

Take a look at Hagen Natur. We were called out to create a landing page for this project, and with that, came new photography and videography. We worked alongside Pedro and Tiago to capture the essence of biologic mushrooms and their benefits. By presenting images and video we invite the audience to see the product and visualize it as a meal made in your own kitchen.

We successfully launched their landing page with beautiful and simple photography to stimulate the viewer and demonstrate the compelling benefits of going bio. As you interact with the page, you will see that each section is complemented by a photograph as a way to tease out what customers can expect when they buy 100% bio shitake mushrooms. Oh, the power of photography.

GIVES THE BRAND AN AUTHENTIC VOICE

It’s true, along with web copy, your brand voice comes to life through visual content. Visuals will give your messaging fresh legs, and in many ways, through visuals, your brand voice can grow. Having photography on your website can attract consumers to learn more about your business in the way they most prefer.

According to eye-tracking studies done by Nielson Norman Group, internet readers pay close attention to images. In fact, when photos or videos are relevant, readers spend more time looking at them than they do reading text on the page.

This is another way of saying that consumers will most likely recall your brand’s message if they are greeted with images or videos on your website. After all, 65% of the human population is made up of visual learners (source).

Videos can help provide useful information that may have been missed or overlooked in copy form. One of our favorite examples of using video to give a brand an authentic voice is a video we produced for the fisherman in Esposende for APPCE. This project was done in the midst of the covid pandemic and it helped local fisherman sell their fish during a very difficult period of their lives. Their voices were heard and by engaging in social issues that affected their neighborhood, it made the community feel like something needed to be done. As a way to help put a voice to the APPCE brand, we produced live videos to introduce a solution to the community and established a communication channel between the fisherman and the community. Check out the video below.

TELLS A MORE ENGAGING STORY

Photo and video messaging are more likely to emit an emotional response from consumers.

According to Forbes, emotions have a tremendous impact on brand loyalty. With video, you can more authentically get across the messaging you want to relay to your customers and potential customers.

Let’s say you want your message to be funny, sentimental, or reliable. One of the best ways to convey that messaging and connect with potential consumers is through a well-produced video.

Here’s another example of how using video can work best to tell a story and evoke emotion. Each year, NOS hosts a few festivals throughout Portugal. As a way to get the community excited, José produced a short video that truly embodies the spirit of the event. With video, you are able to successfully tell a story, get people excited, and encourage an action (which was, of course, to attend NOS festivals in the upcoming years)!

PHOTO AND VIDEO CONTENT CAN BOOST CONVERSATIONS AND SALES

How many times have you shared an interesting or funny video with your friends or colleagues online? Visual content is shared online daily, and it’s one of the best ways to create a conversation. Adding a product video on your landing page can increase conversations by 80% (source), and studies show that 74% of users who watched a video about a product eventually bought it (source).

If you think about it, the effectiveness of visual content isn’t that surprising. Vision is our most dominant sense and most information transmitted to our brain is visual. According to a study from PNAS, it was revealed that people can remember more than 2,000 pictures with at least 90% accuracy in recognition tests over a period of several days. This excellent memory for pictures and visual content consistently exceeds our ability to remember words. So, needless to say, pictures and videos can boost website engagement and brand recognition, massively.

VISUAL CONTENT BUILDS TRUST

Let’s face it; trust should be the foundation of all business-customer relationships, in both your online and offline presence. You can use photos and videos to foster trust by providing consumers with exciting and educational visual information. With visual content, you can showcase your expertise in simple ways that are palatable to consumers. For a bank, that may be creating content that takes users through the process of opening a personal checking account in a quick, easy-to-follow video with engaging graphics.

Like we mentioned previously, visual content is more likely to create an emotional response from consumers and if your content emotionally moves people, they are more likely to trust your brand.

National Geographic is a great example of a brand that uses color stimulation to build trust and strong images to visually help you travel.

You wouldn’t trust someone if you were unphased by the way they made you feel so why ask potential customers to trust your brand if it doesn’t have an impact on their emotions?

So there you have it. Engaging visuals in the form of high-quality photography and videography are absolutely essential to have across your website. Regardless of what industry you’re in, creating visual content that is of high standards, eye-catching, and helpful to your users is crucial to building an honest online representation of your brand.

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