Multiply Twitter, PR engagement with an image
What simple element can you add to your tweet to increase retweets by more than one-third? An image, according to Twitter’s own research.
That’s a pretty big bang for a story element that takes up only 23 characters on Twitter.
Plus, there’s more:
- Tweets with photos multiply engagement by 1,272%, according to an analysis from Simply Measured.
- Adding an image to a tweet can boost leads by 55%, according to a HubSpot analysis.
- Uploading images directly to Twitter could generate 94% more engagement than you get with other photo links, according to a MediaBistro study. That’s probably because Twitter displays inline image previews for images with a pic.twitter.com URL.
No wonder the two most-retweeted tweets ever have included photos.
The rapid rise of Buzzfeed and Pinterest are testaments to the power of social image. Photos rank No. 1 for likes and comments on Facebook.
Why not make all of your social messages more engaging by adding a picture?
Images for PR
When Toyota USA communicators decided to produce a visual to accompany a feature on National Coffee Day, they spent $27 on props and a couple of hours on writing, shooting and editing.
The return on this modest investment: Almost 600 page views and pick up by automotive blog AskPatty. On Twitter, the image garnered 23,444 impressions, giving it the highest engagement rate of any content — organic or paid — on Toyota USA’s Twitter channel that week.
That’s no real surprise:
- Images dictate content for 41% of journalists, according to Bennett & Company’s 16th annual media survey.
- Adding a photo to a release increases page views by 14% and almost doubles the release’s shelf life, according to 2011 research conducted by PR Newswire.
- Readers find text more credible when it’s accompanied by an image, according to a new study from Victoria University of Wellington in New Zealand.
Here’s the Toyota feature and image:
Want to grab attention and increase credibility? Why not add a picture to your story today?
Sources: Sam Kirkland, “How to make the most of sharing images on Facebook and Twitter,” Poynter, April 30, 2014
Anum Hussain, “How to Craft Perfect Posts for Facebook, LinkedIn & Twitter [SlideShare],” Nov. 18, 2014
Roger Dooley, “Persuade with Pictures,” Neuromarketing, Nov. 1, 2012