Why we love photos of real people
Written by ASHLEY peterson-deluca
If you want to gain attention in the ever-crowded online world, you have to put yourself out there. That is, you have to put your face out there.
There’s research that shows using authentic photos of you and your colleagues is not just a powerful way to get people to pay attention – it can help build trust, too.
Here’s four reasons that will convince even introverts like me to use real photos in digital communications:
people remember photos over words.
Cognitive psychologists coined the term “the picture-superiority effect” back in the 1970s. Since then, studies have continued to show that people remember pictures better than words.
⏭️ What does this mean for our advocacy? It means incorporating images into our work, whenever possible. Are you releasing a report? Include photos. Creating a set of social media graphics? Photos. Email marketing? You guessed it – photos.
2. people are more likely to click when the photo makes them feel good.
What’s better than a picture? An emotional photo. People remember photos better when they evoke an emotion.
What’s even better than an emotional picture? Make it a positive one. For example, this study found that social media posts with positive images attracted more attention and higher intentions to click and share than negative ones.
In fact, images that make people feel hopeless and negative make people less likely to act.
⏭️ What does this mean for our advocacy? Pictures of sad children or starving puppies (you know what we’re thinking of) are NOT the best way to advocate. Include photos that show the OUTCOME of your work – the good you can do together with your supporters.
3. people pay attention to faces.
Eye tracking studies, which measure eye movements to understand where people fixate on a page, found that people pay more attention to photos with people in them rather than abstract images.
Research also shows that people spend more time looking at photos related to the text than decorative or unrelated images.
⏭️ What does this mean for our advocacy? You can’t use just any stock photo. Bring the human element! These can be pictures of your team in action, your volunteers during an event, the people you serve. Even imperfect real pictures are better than abstract stock photos.
4. people crave authenticity.
Although there are many exciting possibilities for AI, people are still wary of it. A recent Verge survey revealed that nearly half of consumers say they’d rather be part of a community that doesn’t allow AI-generated content.
In fact, because of the steady boost of search for the word “authentic,” Merriam-Webster named it the word of the year in 2023.
Real photos of the people behind your organization can help reinforce your authenticity — and therefore your trustworthiness — while at the same time getting people to pay attention to your communications.
For example, before launching their redesigned website, we worked with our client the John Rex Endowment to take advantage of the timing of an in-person event to include a photo shoot. Scattered across the website, these real photos make you stop and look at each of their open, smiling faces, and believe in their dedication to their mission a little more. (We were honored to have helped revamp their website!)
⏭️ What does this mean for our advocacy? Incorporate photography as you plan out your year. Even an in-person team retreat is a great opportunity to hire a photographer and snap some photos.
I can’t wait to see your beautiful face in your future communications!
PS - Do you want to improve engagement and trust in your organization? Forthright can help. We offer Digital and Social Media Marketing services that win hearts and minds with science.
