Everyone knows the cliché a picture says a thousand words but across the board, with just a few exceptions, most businesses have poor photography and even poorer video content.

Having worked in PR for 18 years, this is not a sweeping statement but based on long experience of trying to scrabble around for strong images to accompany announcements or media comments from spokespeople.

We can’t stress how important it is to accompany any announcement with strong photography or video content now.

Not only will it help gain online and offline media coverage, video content on the homepage of your website and hosted on YouTube will also help boost your Search Engine Ranking and how people find your site.

While a strong photographed image can gain you larger pieces of media coverage, video can really elevate your brand, business or organisation above competitive noise.

I remember working on a startup launch where we had global blogger and online debate with a 50/50 split of detractors and promoters of a new product.

This was great for online mentions but some of the detractors comments were not justified and we recommended a video response from the chief executive to lift the response above online text debate with a more personal, human response.

While the advice wasn’t taken, you just can’t argue with the research now for video content:

• YouTube has more than 1 billion users
• The number of hours people are watching on YouTube each month is up 50% year on year
• Half of YouTube views are on mobile devices
• 72% of smartphone users watch video on their device
• Amongst 18-34 year olds there are more users of online mobile video than TV

Despite these stats, over 80 per cent of Web-based activities are still text-based. (You are reading a blog post!) But 92 per cent of people click on a Google link on the first page of results because we don’t like reading long lists and text. (Source: Wired)

While text remains important and a strong headline will always prick people’s interest, the dramatic and continued growth of Instagram and Meerkat demonstrates more than ever the pull of imagery and video content. Text will never die, but standout imagery on your website, social channels or marketing communications is most definitely worth the investment and will lift your brand above the noise.