The Power of Eye Contact: How Direct Gaze Photos Boost Engagement on Social Media
Did you know?! Photos of people making direct eye contact with the camera are often more engaging on social media! We’ve noticed this firsthand through studying Instagram analytics, both on our own page and our clients’. Photos of business owners smiling directly at the camera almost always receive more likes and comments compared to those where the owner is looking away or showcasing portfolio pieces.
Direct eye contact impacts more than just engagement—it can improve an even more important metric: conversion. Marketers have found that images of people making eye contact can lead to higher conversion rates. For example, A/B testing has shown that landing pages or ads with such images tend to perform better in terms of click-through rates (CTR) and conversions. A case study by ConversionXL found that images featuring eye contact resulted in stronger performance metrics compared to those without.
Here are 4 reasons why direct eye contact photos perform better:
1. Attention-Grabbing
Studies show that images where the subject is making eye contact are more likely to capture and hold viewers' attention longer. Eye contact is a powerful social cue that naturally draws our focus. A study by Jakob Nielsen found that people are more likely to focus on photos of subjects making direct eye contact than those where the subject is looking away.
2. Emotional Connection
Eye contact can evoke a stronger emotional response from viewers, creating a sense of personal connection and making the image feel more intimate. This emotional connection often leads to higher engagement on social media, resulting in more likes, comments, shares, and even conversions.
3. Trust and Relatability
Eye contact can foster a sense of trust between the viewer and the subject in the photo. Research published in Psychological Science suggests that eye contact is associated with feelings of trust and cooperation. This is particularly important on social media, where building trust with your audience is key to effective communication.
4. Better Communication
Images with direct eye contact are often perceived as clearer and more direct in their messaging. This can be especially impactful in marketing or promotional content, where clear communication is essential for driving conversions.
Let’s look at this example:
Compare two Instagram posts from TOPE Studio.
Meet Kelsey from TOPE Studio, a client we worked with a few months ago. TOPE Studio sources thrifted items for unique household and clothing staples. The first photo is a mirror selfie—no eye contact and clearly taken with an iPhone. The second photo is a professional shot we took of Kelsey, showing her smiling and making direct eye contact. The difference in engagement is striking! From 24 likes to 60, and from zero comments to 42! After our brand photography session, Kelsey now has a gallery of professional photos to promote her small business. These types of eye-contact photos are perfect for your website’s "About" page or for reintroducing yourself to your social media audience.
There you have it—four reasons why a photo of yourself smiling at the camera can lead to increased engagement and conversions. There’s nothing that can replace an authentic photo of you, especially if you’re the face of your company—not even AI-generated images. Maybe it’s time for an updated headshot next year!
Interested in working with us?
Fill out the inquiry form to learn more!
