Social media posts with images produce a 650% higher engagement than text-only posts. Yes, 650%. This is one of the reasons we never publish a post without an image to our client’s accounts.
The big questions you may have are, ‘Where do these images come from?’ ‘What What type of picture should you use?’ and ‘Is an image taken with your camera phone good enough?’
First things first, think about your own use of social media; you are scrolling along while half-watching television, what is it that makes you stop? It is unlikely to be the text as you will not have had a chance to read it, there is every chance it is the image.
Once you have stopped for the image, you are likely to read the first sentence or so to see if you are interested, before you start scrolling again. So, the image is crucial.
As a rule, there are three types of images we use on our client accounts:
- Images taken with a camera phone. These tend to be of events happening in store, staff achievements or ‘meet the team’ posts, new products or equipment you want to share.
- Supplier images. Photographs shared by suppliers, which have been shot by professionals and are of excellent quality.
- Images we have created. Graphics we have created, usually using Canva, using photos, text, a mixture of your own photos and wording and are usually design based with frames, emojis and computer-generated images.
Using a mixture of these creates interest for visitors arriving on your page and allows you to convey a variety of messaging. Using your logo on these images also enforces brand visibility and professionalism.
Candid camera
Over the years, our testing has shown us that people love natural images, usually taken on a camera phone. We think the main reason for this is it often gives the audience a glimpse into the reality of your business, a little behind the scenes of what you are up to that day.
We would use these kinds of images to celebrate a staff birthday, share a new display in store, help people find our location, showcase a new piece of equipment or share a customer in their new glasses alongside a review.
When fortunate enough to receive images shared by your eyewear suppliers or manufacturers, you can access a catalogue of exceptional quality visuals. These images, whether featuring eyewear against a pristine background or adorning a stylish model, serve as an invaluable asset for showcasing brands and highlighting the intricate details of each piece.
Utilising these meticulously crafted visuals is particularly useful when spotlighting a specific designer or introducing a freshly arrived collection within your store. The quality of these images elevates your social media presence and brand representation, your audience will see quality, care and expertise.
Finally, let us look at graphics you can design and produce. We use canva.com for most of these and would highly recommend taking a look if you have not already.
They offer everything you could possibly need to be able to produce unique images that feature your branding, text and artwork of your choice. This is where you get the opportunity to be creative.
You can use these images to create designs about open days, special offers, educational graphics, the anatomy of the eye, what a prescription actually means or for sharing a review. The list is endless. It can be time-consuming, but it gets easier and is worth it.
Enhance your brand
In conclusion, the power of imagery in today’s digital age cannot be overstated, especially for opticians looking to thrive in an increasingly competitive market. Incorporating high-quality images into your social media posts is not just a trend; it is necessary for building trust, engaging your audience and, ultimately, driving enquiries and business growth.
By sharing captivating visuals of eyewear, showcasing patient success stories and offering educational content, you not only enhance your brand’s online presence but also establish yourself as a trusted authority in the field of eye care.
Images have the unique ability to convey your expertise, dedication and passion for what you do, resonating with both current and potential clients. So, embrace the lens, so to speak, and start crafting visually appealing posts that tell your story, educate your audience, and make them want to choose you when it comes to their next eye exam.
In doing so, you will not only strengthen your connections with patients but also ensure that your practice remains at the forefront of the industry.
Remember that old saying, ‘a picture is worth a thousand words’, and in the world of social media, those words translate into increased engagement and enquiries.
- Nicola Read owns Babbl Social and specialises in helping opticians increase their turnover through digital marketing. She can be contacted at Hello@Babbl.co.uk and 01332 899 409.