The press release is still one of the most valuable tools in the marketing toolbox, because it allows a business to deliver information to its targeted audience. This information is then further disseminated by the media in the form of an article, column or content that earns the role of “trusted” information because it’s simply NOT advertising.

Add an image to your release and realize that the familiar statement, “A picture is worth a thousand words,” is easily validated. According to research from PR Newswire, including just one image in the content you share doubles the number of views. Including multiple images can increase views by five times.   Comparable data from Express Writers show a similar correlation between marketing and social media. Ads or promotional posts with a visual element earned 94 percent more views than text-only posts.

The picture of the baby and dogs probably caught your attention because it’s visually appealing and entertaining. Eye catching images like this one are shared more often, meaning your web page, blog post or product image will be picked up by media or customers more often because it’s a strong image. And because we are an audience with a need for quick information, images help to communicate much more than text in a more timely manner.

To further validate the value of image, data from the 2015 Social Media Industry Report shows the following:

  1. Researchers found that colored visuals increase people’s willingness to read a piece of content by 80%.
  2. When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
  3. 46% of marketers say photography is critical to their current marketing and storytelling strategies.
  4. 34% of marketers selected visual assets as their most important content, behind blogging (45%) and before videos (19%).
  5. 65% of senior marketing executives believe that visual assets (photos, video, illustrations and infographics) are core to how their brand story is communicated.
  6. Content with relevant images gets 94% more views than content without relevant images.
  7. 39% of marketers believe that more of their budget should be allocated to the acquisition or creation of compelling visual assets.
  8. 73% of content creators plan to prioritize creating more engaging content in 2016, and 55% plan to prioritize creating visual content.

If you’re interested in enhancing marketing strategies, engaging your key audience and retaining your audience, the image is one tool you shouldn’t live without.