I’ve written previously here about the impact of lifestyle product photography, that provides your reader a visual context as to why a product should matter to them. But let’s get back to basics here: I’m seeing way too many great stories crossing the Cision wires with no multimedia at all. Talk about a missed opportunity!
This is not new news: Including multimedia in any piece of content - from press releases to social media posts to email pitches, the list goes on – increases potential engagement from your audience. Study after study, the evidence is clear: people retain visual content better than text-only messaging. If you want to connect with your audience at a higher level, include at least one product photo. The brands I’ve highlighted below are shining examples of putting this practice into place – and reaping the benefits.
The following releases from August had higher than average page view stats and multimedia click figures.
1. The All-New 2022 Sea-Doo Switch is a Game Changer in the Pontoon Industry
A great product shot giving a fun visual to a reader who takes away a memory of the brand in action.
2. Tiffany & Co. Introduces The "ABOUT LOVE" Campaign Starring Beyoncé And Jay-Z
The box light background frames an engaging image a reader will likely retain and connect with Tiffany & Co moving forward. (And spotlighting Beyoncé never hurts, either.)
3. The Boston Beer Company partners with PepsiCo for US launch of New "HARD MTN DEW" alcoholic offering
A seemingly simple product shot, but it captures a reader’s attention with vibrant imagery.
4. Little Caesars® Unveils New Crazy Calzony™, Thrills Customers with Entirely New Pizza Eating Experience*
‘X’ marks the spot for a great visual that makes readers hungry (quite literally) for more from this brand.
5. Jeep® Brand Debuts Tuscadero Exterior Paint Color to Showcase a Passionate Side to Any Wrangler
The product’s bright coloring pops against the misty background, providing what Jeep hopes will be a lasting visual of this brand’s allure. (Mission accomplished, I’d say.)
The bottom line: Make sure you are doing everything you can to connect with your target audiences – to have them walk away from your messaging with not only a great visual of what your brand has to offer, but also an understanding of why it matters to them in the future.