“Instagram-style” aesthetic most effective

Published May 12, 2014 at 8:47 am

A captivating image can command immediate attention. However, not all types are created equal. With the rise in popularity of photo-based social sites like Instagram, images have become an increasingly popular form of online content. This presents an opportunity for marketers to create impact by using effective images, but according to research by one social media agency, the aesthetic could be a more important consideration than some marketers might think.

But what kind of image is the most effective? A polished, professional studio photo, or something a little more authentic looking?

In a study conducted by social media agency Laundry Service, it was found that photos that were “Instagram-style” received as much as an 8 percent higher click-through rate when compared to regular photos, which received a click-through rate of 2.35 percent, Adage reported. The agency also found that conversion rates experienced a 25 percent increase as a result of using “organic Instagram-style photos” in campaigns.

These findings have important implications for marketers as they work on developing the most effective campaigns. Instagram itself is also a viable channel for marketers looking to increase brand engagement by using images with an Instagram aesthetic.

A new Forrester study that examined how frequently people engaged with branded social content revealed that “brand ads posted on Instagram delivered 58 times more engagement per follower than Facebook, and 120 times more engagement per follower than Twitter,” according to an article from The Wall Street Journal’s MarketWatch.

Ultimately, the best choice for campaign images will depend on the specific campaign and what the target audience wants to see the most. Considering factors like image aesthetics and which social media channel is best suited to a brand will help marketers create higher-performing marketing campaigns.