Allow us for a moment to state the obvious: The way consumers interact with the world is changing. Including how they shop.
Retailers and shoppers alike are more digitally savvy than ever before, and this will only continue to grow. Along with it: Consumer expectations for being able to gather information in barely the blink of a phone camera.
With this evolution, we’re more able to connect seeing and learning faster than ever. Having the right visual assets is no longer just about boosting shopper confidence, minimizing returns and helping customers understand your product (though those are all still mighty important). Visual triggers lead consumers to inspiration, product research, purchasing—not to mention all of the states in between a non-linear shopping journey.
Here are 3 reasons why it is more important than ever for brands to consider an investment in imagery to keep up in an increasingly visual world.
Reason #1: Visual Search Leads to Product Discovery
Sourcing and discovering new products are a literal snap with visual search technology.
Take, for example, Google Lens: This is not a brand-new tool (or even a new technology), but the ability to identify an object or product using just your phone’s camera is getting more and more sophisticated. Consumers can scan everything from a velvet chair in a restaurant to an inspirational living room on Instagram and quickly find out what a product is and where to buy it.
Many other apps and browsers like Chrome, Bing and Amazon all allow images to search images rather than text. So the consumer who doesn’t describe something the same way as a product’s details is still able to find exactly what they were looking for.
To help products be discoverable in this way, manufacturers should ensure they have clear product imagery that includes multiple angles to allow technology to match it in a visual search. Lifestyle imagery that embodies your brand’s style is also important for products to be included in a search for a similar look or aesthetic.
Reason #2: The Pinterest Factor is Still Present—and Evolving
While Pinterest was once the darling of social media, it’s hardly slowed down since it was created in 2010. The platform still boasts 433 million users each month—and they use it to find home décor inspiration more than anything else, making it a crystal-clear opportunity for brands in the home category. Nearly all (97 percent) of Pinterest searches are unbranded—meaning it’s anyone’s game to serve up inspiration and XYZ in the platform’s biggest category.
In January of this year, Pinterest announced Try-On Pins, which allows users to virtually place items from retailers in their homes to “try before they buy.” And according to Pinterest, Pinners are 5 times more likely to make a purchase from Try-On enabled Pins.
For manufacturers, being able to participate in VR or AR technology—whether through Pinterest or retail partners—means investing in 3D imagery, though file types and specs may vary.
Reason #3: Consumers Trust User-Generated Imagery More
Influencer campaigns had their heyday—but now “real” consumer content is the next frontier for brand’s looking to market their products in more authentic ways.
According to BazaarVoice, 79 percent of people say that user-generated content (UGC) guides their purchasing decisions and that they find it 10 times more effective than influencer content. Ensuring you have user-generated photos is a key part of your brand’s overall image strategy.
For manufacturers, that means finding ways to have your end customers share your products, whether through submitting their photos on your website, via your retail partners or tagging your brand on Instagram. Culling a bank of customer images that can be shared with other shoppers creates another layer of confidence for the customer who’s still considering making a purchase. (Tools like BazaarVoice or Pixlee TurnTo can help you do this at scale).
The importance of great imagery for brands is nothing new. But as our world evolves, the stakes get even higher. A strong strategy for your visual assets isn’t just about converting customers. It’s also about being an active participant in a highly digital environment.
Doing so will ensure you can be discovered by the tools consumers have to explore—and shop—the world around them.
