Posts with pictures on social media contribute to increased engagement with the target audience leading to increased consumption of products advertised. The transition in technology has led to a change in social media platforms from text-oriented to picture-oriented. Yiyi Li and Ying Xie focus on this transition with regards to the use of twitter and Instagram and the type of image content that contributes to high engagement with the target audience. They further focus on high resolution and professionally taken pictures as a component that attracts the attention of the public. Empirical data collection on social media posts enables comprehensive examination of the effects of image content on sales of goods and services advertised.
The application of measures of user engagement in social media through direct response such as comments and likes on the posts with pictures on twitter and Instagram is also vital in understanding social media usage. The other method is sharing of the posts that lead to recommendations to liking such posts by other users. The application of pictures on social media posts lead to positive consumer responses to posts and ads ( Li & Xie, 2020) . They grab the viewers’ attention leading to high traffic. The application of colorfulness on the images of posts in social media also improves the attraction level of the consumers to the posts.
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People gain attraction from different colors they view on the ads. The increased coloration, therefore, invites many consumers to appreciate and consume the product advertised. The texts contained in the advertisements that accompany the pictures lead to effective advertising and increased consumption of the products advertised especially for goods whose attractiveness is enhanced by colors for example sport utility vehicle brands ( Li & Xie, 2020) . However, the irrelevancy of the pictures on social media and ads lead to slow consumption of such products advertised. It is therefore clear that a picture is worth a thousand words especially in this age of social media advertising.
Reference
Li, Y., & Xie, Y. (2020). Is a Picture Worth a Thousand Words? An Empirical Study of Image Content and Social Media Engagement. Journal of Marketing Research (JMR) , 57 (1), 1–19. https://doi-org.ezproxy.umuc.edu/10.1177/0022243719881113
