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A picture is worth a thousand words, but in today’s world of automotive digital retail, it needs to be worth a thousand clicks. That’s because while more people are shopping online today for cars and trucks, they’re making many of their consideration and purchase decisions based on the vehicle photos they’re looking at.

Yes, sticker price size matters. Yes, financing matters. Yes, credit availability matters. But what gets a person interested in a particular vehicle, and moving through the funnel, is what excites their eyes.

It’s the same reason why millions of people spend so much time on Instagram, or why they spend so much time making sure they have just the right set of photos for their Tinder profile.