Choosing the Right Visual for Social Media: Comparing the Engagement of Stock Photos Versus Natural Photos

Anissa Zagonel, Lauri M. Baker, Jarred Shellhouse, Cheryl Boyer, Hikaru Peterson, and Aly Morrison

Release Date: 12/11/2023

Reviewed At: 10/20/2023

DOI: 10.32473/edis-wc444-2023

Other

Abstract

Social media is an important piece of Extension outreach efforts. Across many different platforms, photos or graphics accompanying social media posts have repeatedly yielded greater results, in terms of engagement and success. Thus, it is imperative to include a visual element with each social media post because it would be considered a missed opportunity without one. This publication explores the question of whether stock images are as effective as natural images. Facebook posts from the Center for Rural Enterprise Engagement (CREE) team were analyzed to determine differences in engagement rates for stock images and natural images taken by the CREE team. Results indicate natural photos had significantly higher engagement rates than stock photos. Thus, it is recommended that content creators strive to create and use their own photos for posts; although, in times of need, a stock photo can produce better engagement than no photo at all.

About this Publication

This document is AEC783, one of a series of the Department of Agricultural Education and Communication, UF/IFAS Extension. Original publication date December 2023. Visit the EDIS website at https://edis.ifas.ufl.edu for the currently supported version of this publication.

About the Authors

Anissa Zagonel, data management analyst II, UF/IFAS Center for Public Issues Education in Agriculture and Natural Resources; Lauri M. Baker, associate professor, Ph.D., Department of Agricultural Education and Communication; Jarred Shellhouse, strategic communications manager, Office of Dean for College of Agricultural and Life Sciences; Cheryl Boyer, associate professor, Extension specialist and Extension program director, Ph.D., Horticulture and Natural Resources, Kansas State University; Hikaru Peterson, professor, Ph.D., Department of Applied Economics, University of Minnesota; and Aly Morrison, operations specialist, UF/IFAS Center for Public Issues Education in Agriculture and Natural Resources; UF/IFAS Extension, Gainesville, FL 32611.

How to Cite

Zagonel, A., Baker, L. M., Shellhouse, J., Boyer, C., Peterson, H., & Morrison, A. (2023). Choosing the Right Visual for Social Media: Comparing the Engagement of Stock Photos Versus Natural Photos. EDIS, 2023(6). https://doi.org/10.32473/edis-wc444-2023

Authors

Anissa Zagonel

staff

University of Florida

data management analyst II, M.S., UF/IFAS Center for Public Issues Education in Agriculture and Natural Resources, Gainesville, FL

View Anissa Zagonel's Profile

Lauri Baker

Contact

Specialist

University of Florida

professor, agricultural communication, UF/IFAS Department of Agricultural Education and Communication, Gainesville, FL

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Jarred Shellhouse

staff

University of Florida

communications manager, M.S., Office of the Dean, UF/IFAS College of Agriculture and Life Sciences, Gainesville, FL

View Jarred Shellhouse's Profile

Cheryl R. Boyer

associate professor, Extension specialist, and Extension program director, Ph.D., Horticulture and Natural Resources, Kansas State University, Manhattan, KS

Hikaru Peterson

professor, Ph.D., Department of Applied Economics, University of Minnesota

Aly Morrison

operations specialist, UF/IFAS Center for Public Issues Education in Agriculture & Natural Resources, Gainesville, FL

Publication #AEC783