To optimize an image for the Internet, in other words to adjust it for optimal online use, two steps are needed (note: some software allows for both actions at once. We'll share some examples u below.)

1. Step One: sizing the image or image cropping

We cannot stress enough how important it is for your business presentation that the images and ads (or assets) you use, fit into their intended space. An absolute don't is to create an image that cuts off the text of an e.g. event announcement or menu presentation once it is uploaded and saved to Facebook. Why does it matter? Because you're losing potential customers. Many people actually won't click through to see the whole thing. The purpose of scrolling is to do it quickly, after all. You want all of the text of your ad to be visible with minimal effort from the user. 

In addition to posting only relevant, high quality content to your business feeds, make sure it's a snug fit within social media's predefined spaces. We will reiterate this until the cows come home! Why? Applying the correct techniques will bring your "high street window" from amateur to professional. It costs nothing... just time. When your feed looks professional, it is more eye-catching and the user will slow their scrolling finger to see it. Which translates to sales.

What this means is that one image must be cropped from the original for each and every different purpose. Your website may demand different predefined sizes. You can use the square 1090 x 1090 image on Facebook as well as Instagram (Pinterest likes it too), but a 1200 x 630 resolution works only for Facebook (updated for 2020), not Instagram. Resolution means the number of pixels per size... you could show e.g. 100x100 image as 1090 x 1090 but you would actually block-y as such that you can see the pixels - which is terrible. If you are putting an image on Instagram at 1090 x 1090 (updated for 2020), but you upload a 300x300 image, it's the right shape, but your resolution will be too low.

Do not try to use social media sized images on your website to save time, unless your website is set up correctly or accepts these image sizes. We run into these issues all the time in our research, or when we're asked to check a website/ social media feeds to analyse where a client can do better: images that are too small filling a space that is too large, stretching the image out of all proportion and often making them grainy; or an image that is too large squished into a space that is too small.

Just say no! Take the time to do it right. Below are images and examples of software (all open source) that explain the first step to image optimization: image cropping. To explain every step of the process would be impossible, as every software is different. It's a matter of downloading and installing any one or all of them, and to learn from the software directly. We are considering an in-person demonstration and if you'd like to be a part of that, please do let us know in our Facebook group.

In this first action to image optimization, you have the liberty to frame the subject any way you wish (see below example of butterfly image). By changing the aspect ratio i.e. cropping it to fit into a predetermined size (which you can feed into the cropping software), the subject will be closer or zoomed-in, and the subject can be moved around to fit your needs e.g. to add text and shadows in subsequent layers. Layering your advert is important to edit in case you make a spelling or other mistake, and also to help make the ad "pop" more. Exercise: in the five image samples below, can you tell the difference between a "flat" image and those properly layered with shadows? (Hint: two of the examples are flat and two have layers, and one has no added layers or text.)