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The Importance of Visual Content in PR

by: Finella Kristle Panlilio

Thursday, January 22, 2015 |

Using Images to Bolster Social Media and PR Content

In the age of social media where we are dealing with shortened attention spans, marketers are vying to have their content noticed against a sea of options. The use of pictures in marketing has become the primary force online. Images bring out emotions, and the right picture has a powerful pull on us.

If you haven’t considered how images on the web can strengthen your content strategy and contribute to your bottom line, here are four reasons why you should include them in your content marketing efforts:

1. Photos get more traffic.
Not only do articles with images get 94% more views than those that don’t, they also receive more blog comments and reader engagement. Images that are appropriately tagged and optimized can also help drive traffic and new audiences to your brand through search.

2. Visual storytelling strengthens your brand.
People want candid and compelling narratives. Establish authenticity and form a connection with your viewers by using photos that represent the ideals, people, and experiences behind your brand. The fact that the brain processes visuals 60,000 times faster than text makes it easier to compete with other sources of information and takes you less time to build trust.

3. Images convince journalists to cover your story.
It’s rare for newspapers, magazines, and blogs to run features without images. Photos save the journalist time and show credibility. It is, however, important to note that many journalists prefer not to receive unsolicited photo attachments via email. It would be wise to pitch first then let the journalist know that you have photos available via shared drive or request.

4. Images motivate your audience to act.
If you’re looking to build loyalty or convert customers, include visuals in your presentations. This is effective in driving an audience toward your desired course of action.


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