When it comes to marketing livestock, does the old adage “a picture is worth a thousand words” hold true?
The way cattle listings are presented on AuctionsPlus play a crucial role in capturing buyer interest and influencing final bid prices. A key element in this presentation is the number of photographs included in each listing.
An analysis of data from 2019 to 2024 reveals a trend demonstrating how the quantity of images can impact average bid prices. While there is no strict requirement for the number of photographs per listing, AuctionsPlus has examined data on Angus steers and heifers weighing 350-380kg, one of the most frequently traded categories on the platform.
Over the five-year period, listings with more photographs tend to command higher bid prices, indicating that visual presentation can significantly impact perceived value.
The most significant changes occurred from 2020 to 2022. During this period, the overall market for cattle strengthened, reflected in higher average prices across the board. Notably, the average price for listings with 0-5 photographs surged from $1,399 in 2020 to $2,157 in 2022. Meanwhile, listings with 25 plus photographs saw a similar upward trajectory, increasing from $1,623 in 2020 to $2,279 in 2022.
This period also marked a clear divergence where more photographs correlated with noticeably higher bid prices.
For example, in 2021, listings with 0-5 photographs averaged $2,082, while those with more than 25 photographs reached an average of $2,154. By 2022, this difference widened further, with 0-5 photograph listings at $2,157 and 25-plus photograph listings at $2,279.
Angus heifers in the same weight category (350-380kg) have demonstrated a more varied response towards the adage of more numbers of photographs achieving a higher bid price.
The sharp increase in prices during 2020-2022 aligns with a period of high demand and strong market conditions, where detailed listings became more competitive.
Even as the market cooled in 2023 and 2024, the positive impact of comprehensive photographic documentation on bid prices remained evident.
The data reveals diminishing returns at the highest photograph count (25-plus), suggesting that while more images generally correlate with higher prices, there may be a threshold beyond which additional photographs contribute less to perceived value for the heifer category.
In general, AuctionsPlus has found that listings with more photographs provide buyers with greater confidence, potentially translating to higher willingness to bid.
Detailed visual representation allows buyers to assess the quality, health, and characteristics of cattle more thoroughly, reducing buyer uncertainty.
While market conditions fluctuate, the strategic use of visual presentation remains a consistent factor in achieving better auction outcomes.
Assessors should consider investing time in capturing comprehensive images to enhance the attractiveness of their listings and ultimately boost their profitability.
Regarding what to capture in the photographs, you can read here how to best photograph your livestock.
