In my previous article about tourism and digital, I noted the importance of images, and that 79 percent of Internet users claim that beautiful pictures encourage them to browse longer.
Images nowadays are of crucial importance. We constantly tell brands that to be successful, they need content, that content encourages interactions. We know it, content is partly what we come for and what makes us want to come back. And images, as an integral part of this global content, are essential.
But once this has been said, there is a double challenge: on one hand are the creativity and the attractiveness of these images, and on the other hand is their production, which can be very costly. The good news is that it is now possible to manage these issues much more easily, while boosting overall productivity.
The challenge of image production: The creativity aspect
Hyatt has a bank of 70,000 images, which feeds the hotel chain’s interactions and platforms to encourage people to visit its site and social networks.
Vente-Privée produces 20,000 images each day. Production is done internally, via a studio of 900 people. The site is more than anything a catalog, and Vente-Privée believes it needs the most beautiful images to enhance its brand and products, in order to convince its customers—us.
For both companies, the cost of producing content is therefore a major challenge. Certain content specific to each brand must of course be produced in-house; it cannot be generic. However, at the same time, there is also generic, non-brand-specific content that could be shared or used, partially or completely, by several brands: a video clip of a scene in Paris, a picture of a landscape or a monument , a “classical” life situation, and so on.
When we think of generic content, we all think of the rather basic stock images from large image banks. However, production, performance, quality, and creativity are at play when we look for images produced by others to use them on our sites. The reuse of images has a much lower cost, allowing monumental gains of time and therefore money.
At the same time, brands may need a creative, original image. Image banks typically contain tens of millions of images, so it’s generally possible to find what you’re looking for there.
The challenge of producing images: The productivity aspect
Beyond the creativity aspect, image production is also crucial in terms of productivity. The evolution of the tools allows significant technological advances, drastically reducing the time spent editing the images. Today, we can totally integrate the image stream with the content stream. It is thus possible to use a standard high-definition image chosen on a stock site to automatically replace all images with watermark in low definition.
The automation of image enhancement saves a lot of money. The Pfeiffer report dedicated to Adobe Stock shows that it’s possible to multiply its productivity by 10! Indeed, the process of licensing and integration of an image can take only 16 seconds using the tool, against more than 3 minutes before.
These phenomenal productivity gains make for tremendous savings. If we take the example of a communication group with 10,000 creatives working on images, multiplying their productivity by 10 represents millions of euros saved each year.
In conclusion, images represent both a challenge for differentiation and distinction for a brand, but also a real issue of productivity, via tools that allow for significant savings, but which are often not well known.
What is your view on the impact of images within a company? Do not hesitate to share your opinion within the comments!