As a society, we live in a smartphone dominated world. And with smartphones, comes portable cameras and sharing these cellphone photos on different social media platforms such as facebook and instagram. Pictures can tell viewers a lot, without ever saying anything. Pictures can also be used when writing reviews, Google has an ‘add photo’ option since 2016.
When it comes to reviews, customers can choose to include photos alongside their reviews, adding authenticity and trust. Photo reviews are a huge boost to your brand because it lets potential customers see the quality of your product or service when delivered or performed. Businesses should be using this to their advantage.
Everyone knows that the marketing photos aren’t ever the same as the actual product. Have you ever seen the burger commercials with the perfect buns and patties, but then go and buy one yourself only for it to look… off. By adding a picture, people will get a better insight into the review and see for themselves the quality of the product or service. When it comes to food, people will be able to see the portion size and order according to how much they eat themselves. By adding user generated photos to reviews, potential customers are able to see visual evidence on top of the customer’s words.
Why Does This Happen?
Imagery plays an important role in processing information and giving us a positive sensory and emotional experience. If a relevant image is attached to information, people were able to remember 65% of the information three days later. That means that a review with a photo allows people to better process the information provided with visuals.
According to Coary and Poor’s study, food photos uploaded by a restaurant created a momentary delay in consumption. Due to a savouring effect, expectations and attitudes were heightened when actually trying the food. On the contrary, people who saw user generated photos had a positive attitude towards the food, and enjoyed their experience when trying it themselves.
It’s not rare to see someone taking photos of the dishes before consuming, especially when the food looks visually appealing. These photos then get posted to social media sites like Instagram and seen by numerous different people. Marketing managers can develop strategies to encourage consumers to take pictures. One strategy could be offering a discount if the photo is shared on a social media site.
Photos are important and part of our everyday lives, business owners should be taking that and using it to improve their company brand. If you have any questions, please contact us!