Images are more or less an add-on of sorts to the other search results that improves the ranking of your website in search engines.
Having proper images can really help improve search results. A proper image means that it is tagged clearly and is small enough to load fast while clear enough to see what’s going on. A good image surrounded by keywords is better for search engines than keywords alone. Also, images may keep your visitors on your page for a longer duration than just text.
Images themselves can potentially gain a lot of publicity for your website. Having a well optimized image can actually get you a lot of traffic from just an image with no prior knowledge of your company.
With YouTube being directly linked to Google, video is a very important part of search engine optimization. In the world we live in today, people are much more likely to watch a video than read an article about the same thing.
By creating video content for your website, you can further increase the amount of publicity that your company will receive. However, just like everything else, these videos have to properly optimize in order to gain views.