Media management: optimising images, videos and 3D

In a world dominated by visual content, media management (images, videos and 3D models) has become a strategic pillar for businesses. Whether for an e-commerce site, a marketing campaign or an immersive customer experience, the quality and accessibility of these assets have a direct impact on digital performance.

However, many organisations still struggle to centralise, optimise and distribute their media effectively. Between large file sizes, compatibility issues and the proliferation of distribution channels, the challenges are numerous. Fortunately, solutions exist to automate and streamline this management, notably through Product Information Management (PIM) tools such as those offered by Quable, which enable organisations to centralise and enrich all product data, including associated media.

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Why is optimising media so crucial?

Optimising your media means improving the user experience, boosting your SEO and taking control of multi-channel distribution. An integrated approach, combining DAM, PIM and automation tools, is essential for transforming your digital assets into drivers of sustainable growth.

The impact of media on the user experience

Media are no longer merely decorative elements; they form the heart of the user experience. Hybrid and interactive formats generate higher engagement than static content (up to 40 per cent higher), and immersive experiences such as augmented reality are transforming the way users shop and interact with brands, …

For example, 3D environments such as those offered by Ikea allow customers to view a product from every angle, interact with it in real time, and even customise it before purchase. These innovations reduce bounce rates and significantly increase time spent on pages – two key indicators of user satisfaction and commercial performance.

Furthermore, smooth performance and fast loading times for media have become non-negotiable expectations: a slow website or poorly optimised media leads to an immediate loss of credibility and conversions. Brands that incorporate lightweight, tailored and interactive media see their conversion rates rise tangibly.

The role of media in SEO

Media plays a central role in organic search engine optimisation. Search engines are placing increasing importance on the diversity and quality of multimedia content when assessing a website’s relevance and authority. An effective SEO strategy must now fully incorporate video, 3D demonstrations, tutorials and optimised images, as these formats enhance the user experience and boost organic visibility.

• Optimised images and videos: Alt tags, descriptive file names and enriched metadata enable search engines to better understand and rank content. Videos, in particular, increase session duration and click-through rates (CTR) in search results.
• Interactive and immersive content: Augmented reality or 3D experiences, when properly optimised for search, generate positive signals (time spent on page, shares, comments) that boost page rankings.
• Local and location-based SEO: Enriched media (geotagged photos, demonstration videos) improve businesses’ visibility in local and voice searches – a key priority for brands.

The proliferation of distribution channels

Today, businesses must distribute their media across a multitude of channels: websites, social media, marketplaces, mobile apps, and even immersive environments (metaverses, virtual trade fairs). Each platform imposes its own formats, resolutions and expectations in terms of engagement. For example, short, vertical videos dominate on TikTok and Instagram, whilst 3D demonstrations and tutorial videos are highly popular on e-commerce sites and B2B platforms.

This fragmentation of channels makes media management complex, but also strategic:

• Adapting formats: A single image or video must be produced in several versions (thumbnail, banner, story, etc.) to suit each platform.
• Brand consistency: Despite this diversity, it is crucial to maintain a unified visual identity and message to reinforce brand recall and credibility.
• Automation and centralisation: DAM (Digital Asset Management) and PIM tools (such as Quable) enable media to be managed, enriched and distributed automatically across all channels, whilst ensuring compliance and relevance.

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How can you optimise your images, videos and 3D models?

Optimising media (images, videos, 3D) hinges on striking a balance between quality, performance and accessibility. By choosing the right formats, using intelligent compression and automating distribution via tools such as a DAM or PIM, you maximise the impact of your content whilst maintaining the user experience and search engine optimisation. A proactive approach, combined with technology monitoring, will enable you to remain competitive in an ever-changing digital landscape.

Image optimisation

To maximise the impact of your images whilst maintaining your website’s performance, here are the best practices to follow:

• Choosing the format: Opt for WebP for images, as it offers a better balance between quality and file size than JPEG or PNG. This format, supported by all modern browsers, reduces file sizes by 25–35 per cent without any visible loss of quality.
• Smart compression: Use tools such as TinyPNG, ImageOptim or Adobe Photoshop (with the ‘Save for Web’ option) to compress your images without affecting how they look. An optimised image loads faster, which improves the user experience and search engine optimisation.
• Tags and metadata: Always fill in the alt tags (alternative description) and file names with relevant keywords. For example, instead of “IMG_1234.jpg”, use “black-wood-design-chair-webp”. These elements help search engines understand the image’s content and index it correctly.
• Responsive design: Generate multiple versions of your images (in appropriate sizes and resolutions) so that they display perfectly on mobiles, tablets and desktops. Tools such as Srcset in HTML automatically serve the version best suited to the user’s device.

Video optimisation

Videos, which are often large files, require special attention to ensure they do not slow down loading times or reduce user engagement:

• Encoding and formats: Opt for MP4 (H.264) for maximum compatibility, or WebM for better compression. These formats are widely supported and optimised for the web. For short videos (social media), MOV or AV1 may also be suitable depending on the platform.
• Compression and quality: Use software such as HandBrake or Adobe Media Encoder to reduce file sizes without compromising quality. A 2-minute video should not exceed 50 MB for the web.
• Subtitles and accessibility: Add subtitles (in SRT or VTT format) to improve accessibility and search engine optimisation. Search engines index the text in subtitles, which boosts the visibility of your content.
• External hosting: Opt for dedicated platforms such as YouTube, Vimeo or Wistia to host your videos. These solutions offer optimised players, adaptive streaming and detailed analytics. Then embed the video on your website using an iframe to avoid overloading your server.

Optimising 3D models

3D models, which are increasingly used for product configurators or immersive experiences, must be lightweight and browser-compatible:

• Suitable formats: glTF (GL Transmission Format) is the standard for the web, as it is designed to be lightweight and compatible with most 3D engines (Three.js, Babylon.js). Avoid heavy formats such as FBX or OBJ, except for internal use.
• Simplifying geometry: Reduce the number of polygons and use tools such as Blender or Maya to optimise the topology of your models. A 3D model for the web should not exceed 50,000 polygons to ensure smooth performance.
• Textures and materials: Compress textures (in JPEG or WebP format) and limit their resolution to a maximum of 2,048 × 2,048 pixels. Use tools such as Substance Painter to generate optimised materials.
• Previews and integration: Generate 2D previews (static renders) for product pages, and integrate your 3D models via interactive viewers such as Sketchfab, Three.js or Model Viewer (a Google Web Component). These solutions allow users to interact with the model directly in their browser, without the need for a plug-in.

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Centralise media management with a DAM

What is a DAM?

A Digital Asset Management (DAM) system is a software solution designed to store, organise, enrich and distribute all of a company’s digital assets: images, videos, 3D models, marketing documents, etc. Unlike simple online storage, a DAM enables you to structure these media assets, automate their processing and make them accessible to all teams, whilst ensuring their security and compliance.

The benefits of a DAM for media management

• Intelligent centralisation: All media are consolidated into a single library, organised by category, project or product, with customisable metadata for optimal indexing.
• Workflow automation: The DAM simplifies approval, editing and distribution processes, reducing turnaround times and the risk of errors.
• Omnichannel adaptation: Media assets can be automatically resized, converted or optimised according to requirements (website, social media, print, etc.).
• Secure collaboration: Access rights and versions are managed in detail, enabling each team (marketing, design, sales) to work on the correct files, without duplication or data loss.

DAM and PIM integration: a winning combination

For businesses managing a large volume of products and associated media, integrating a DAM with a PIM (Product Information Management) system such as Quable’s offers an even more powerful solution. The PIM centralises product data (descriptions, prices, attributes), whilst the DAM manages visual and multimedia assets. Together, they enable:

• Automatic linking of media to product listings.
• Consistent distribution across all channels, without the need for manual re-entry.
• Enhanced SEO optimisation, thanks to the synchronisation of metadata and tags.
• As a European PIM specialist, Quable offers native connectors with the leading DAM systems on the market, thereby providing unified management of product data and media, whilst complying with GDPR requirements and local regulations.

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Conclusion

Media management is a strategic asset for any business seeking to optimise its digital presence. By adopting best practices for optimisation and centralising management via a PIM such as Quable, you gain efficiency, consistency and visibility. Media are no longer simply formats, but genuine assets for enriching the customer experience and boosting your commercial performance. Take the time to review your current processes and explore the solutions available to transform your media into a sustainable competitive advantage.