Is MMS Worth the Cost? A Deep Dive into Using Images and Video in Political Texting

A picture is worth a thousand words—but is it worth the extra cost? MMS (Multimedia Messaging Service) lets you send images, videos, and audio files via text, adding visual impact to your campaign messages. But MMS costs 2-4x more than standard SMS, raising an important question: when does the extra cost justify the extra impact?

This guide analyzes the cost-benefit tradeoffs of MMS for political campaigns, shows you when visual content drives results, and helps you decide which messages warrant the premium price.

MMS vs. SMS: The Basics

What is SMS?

SMS (Short Message Service):

• Text-only messages
• Up to 160 characters (or 300+ with concatenated messages)
• Deliverable to all phones
• Cost: $0.015-$0.03 per message

Advantages:

• Universally supported
• Lowest cost
• Fastest delivery
• No data connection required
• Works on all phones (including flip phones)

What is MMS?

MMS (Multimedia Messaging Service):

• Text + images, videos, or audio
• Larger file sizes
• Requires data connection or MMS-capable network
• Cost: $0.03-$0.08 per message (2-4x SMS cost)

Advantages:

• Visual impact
• More engaging
• Can show complex information (maps, ballot mockups)
• Emotional resonance (candidate photos, event images)

Disadvantages:

• Higher cost
• Slower delivery
• Requires MMS-capable phone (98% of smartphones, but not all)
• Requires data or MMS network
• Larger files may not deliver to some carriers
• May display poorly on older devices

The Cost Analysis

Pricing Comparison

Standard SMS:

• Cost: $0.015-$0.03 per message
• 100,000 messages: $1,500-$3,000

MMS:

• Cost: $0.03-$0.08 per message
• 100,000 messages: $3,000-$8,000

Cost difference: $1,500-$5,000 more for MMS campaign

When is the Extra Cost Worth It?

The question: Does MMS drive enough additional engagement to justify 2-4x cost?

The answer: It depends on the use case.

ROI breakeven calculation:

If MMS costs 3x more than SMS, it must drive 3x better results to break even.

Example:

SMS fundraising campaign:

• Cost: $1,500
• Donations: 300 donors
• Total raised: $11,250
• ROI: 7.5x

MMS fundraising campaign (same size):

• Cost: $4,500 (3x more)
• Donations needed to break even: 900 donors (3x more)
• Or: Same 300 donors but 3x higher average gift

Reality: MMS rarely drives 3x better results. But in specific use cases, it drives enough additional value to justify the cost.

High-Value MMS Use Cases

Use Case 1: Ballot Mockups and Sample Ballots

Why MMS excels here:

Visual guidance beats text explanations.

Example: Down-Ballot Races

SMS version:

Vote for Johnson (Row 3, Column 2), Smith (Row 7, Column 1), and Brown (Row 11, Column 3). Don't skip down-ballot races!

Confusing and forgettable.

MMS version:

Here's how to vote the full slate! [image of marked sample ballot showing all endorsed candidates]

Clear, visual, memorable.

Impact:

• Voters understand exactly what to do
• Reduces confusion at polls
• Increases down-ballot participation

Best for:

• Complex ballots with multiple races
• Ballot measure voting guides
• Party slate cards
• "How to fill out your ballot" instructions

Cost-benefit verdict: ✅ Worth it

Why: Significantly reduces voter confusion, increases down-ballot support, and provides share-worthy content.

Use Case 2: Event Promotion with Candidate Photos

Why MMS excels here:

Human faces drive emotional connection and RSVP rates.

SMS version:

Join us for a rally with Sarah Johnson on Saturday at 2 PM! City Park. Hope to see you there!

MMS version:

[Image of candidate with event details overlaid] Join Sarah Johnson this Saturday at 2 PM at City Park! RSVP: [link]

Impact:

• Event images are more engaging
• Candidate photo creates connection
• Professional graphics boost credibility
• Shareable visual content

Testing data:

Campaign A/B tested event invitations:

• SMS only: 8% RSVP rate
• MMS with event graphic: 14% RSVP rate

75% increase in RSVPs.

Cost-benefit verdict: ✅ Worth it for major events

Why: Higher RSVP rates justify higher cost, especially for important events where turnout matters.

Use Case 3: Infographics on Complex Issues

Why MMS excels here:

Complex policy explained visually beats paragraph of text.

Example: Healthcare plan

SMS version:

Our healthcare plan: protect ACA, lower prescription costs by 40%, expand coverage to 2M uninsured, no new taxes. Learn more: [link]

Hard to digest, requires clicking link.

MMS version:

[Infographic showing 3-point healthcare plan with icons and numbers]

Easy to understand at a glance.

Impact:

• Visual learning for complex topics
• Higher information retention
• More shareable
• Perceived as professional/substantive

Cost-benefit verdict: ⚠️ Sometimes worth it

Why: Good for major policy rollouts or contrast messages, but not necessary for every issue discussion.

Use Case 4: Opponent Contrast / Fact-Checks

Why MMS might excel here:

Side-by-side visual comparisons are powerful.

Example:

SMS version:

Our opponent voted to cut education funding 3 times. We'll increase it. The choice is clear.

MMS version:

[Image showing side-by-side comparison] OPPONENT: Voted to cut schools 3x US: Increase education funding The choice is clear.

Impact:

• Visual contrast is striking
• Easy to understand
• Shareable

Caution: Negative content may increase opt-outs

Cost-benefit verdict: ⚠️ Use carefully

Why: Can be effective but risks looking too negative. Test audience reaction.

Use Case 5: GOTV with Polling Location Maps

Why MMS could help:

Map shows exactly where to go.

SMS version:

Your polling place is Lincoln Elementary, 123 Oak St. Polls open 7 AM-8 PM Tuesday.

MMS version:

[Map image showing polling location with pin] Your polling place: Lincoln Elementary, 123 Oak St. Open 7 AM-8 PM Tuesday.

Impact:

• Visual map is helpful
• Shows exactly where to go
• Reduces "can't find it" barrier

Alternative: Include Google Maps link in SMS (achieves similar goal without MMS cost)

Cost-benefit verdict: ❌ Not worth it

Why: SMS + Google Maps link is cheaper and more interactive.

Use Case 6: Thank-You Messages with Gratitude Graphics

Why MMS might add value:

Visual thank-you feels more substantial.

SMS version:

Thank you for your $50 donation! Your support means everything. Together we win!

MMS version:

[Graphic saying "Thank You!" with campaign branding] Thank you for your $50 donation! Your support means everything. Together we win!

Impact:

• Feels more special
• Shows appreciation
• Professional branding

Cost-benefit verdict: ❌ Not worth it for most donors

Why: Donors appreciate text thank-you regardless of image. Save money for voter contact.

Exception: Major donors ($500+) might warrant special MMS thank-you.

Low-Value MMS Use Cases (Not Worth It)

❌ Generic GOTV Reminders

Don't use MMS for:

[Generic "VOTE" graphic] Don't forget to vote tomorrow!

Why not: Image adds no real value. SMS works fine.

❌ Fundraising Urgency Graphics

Don't use MMS for:

[Red "URGENT" graphic] We need $10,000 by midnight!

Why not: Looks spammy. Text-only urgency is more authentic.

❌ Logo/Branding Images

Don't use MMS for:

[Campaign logo] This is a message from Johnson for Congress...

Why not: Wastes money on branding that doesn't drive action.

❌ Generic Candidate Photos

Don't use MMS for:

[Candidate headshot] Vote for Sarah Johnson!

Why not: Image doesn't add information or value beyond text.

❌ Text Converted to Image

Don't use MMS for:

[Image of text paragraph instead of actual text]

Why not: Harder to read, doesn't add value, costs more.

MMS Best Practices

1. Optimize Image File Sizes

Keep files small:

• Target: Under 500KB
• Absolute max: 1MB

Why:

• Faster delivery
• Works on more devices
• Less likely to fail

Tools:

• Compress images before sending
• Use tools like TinyPNG or ImageOptim

2. Design for Mobile Viewing

Best dimensions:

• Width: 640-1000 pixels
• Aspect ratio: 4:5 or 1:1 (vertical or square)

Design tips:

• Large, readable text (minimum 20pt)
• High contrast
• Clear focal point
• Avoid small details

Test on multiple devices:

• iPhone
• Android
• Different screen sizes

3. Include Text Alongside Image

Don't rely on image alone.

Bad:

[Image with all info]

If image doesn't load, voter sees nothing.

Good:

Your polling place is Lincoln Elementary, 123 Oak St. See the map: [image]

If image doesn't load, voter still has address.

4. Use MMS Strategically, Not Universally

Strategic approach:

• Use SMS for most messages (cost-effective)
• Use MMS for high-impact moments (events, sample ballots)
• Calculate ROI for each MMS campaign

Don't:

• Use MMS for every message (waste of money)
• Assume "more visual = better"

5. A/B Test SMS vs. MMS

Before committing to MMS for a campaign:

Test with small sample:

• Group A: SMS only
• Group B: MMS with image

Measure:

• Response rate
• Conversion rate
• Opt-out rate
• Cost per result

Decide based on data: If MMS delivers 2x cost but only 1.3x results → stick with SMS If MMS delivers 2x cost and 3x results → use MMS

Platform Considerations

MMS Platform Requirements

Your platform should support:

• ✅ MMS sending capability
• ✅ Image upload and management
• ✅ File size optimization
• ✅ Fallback to SMS if MMS fails
• ✅ Delivery reporting (MMS vs. SMS)
• ✅ Cost tracking per message type

Political Comms MMS features:

• Full MMS support
• Automatic image optimization
• SMS fallback for non-MMS phones
• Transparent MMS pricing
• Detailed delivery reporting

Cost Transparency

Critical question: "What does MMS cost compared to SMS?"

Watch for:

• Hidden MMS fees
• Surprise cost increases
• Unclear pricing structure

Look for:

• Clear per-message MMS pricing
• Upfront cost disclosure
• Ability to choose SMS or MMS per campaign

Decision Framework: Should You Use MMS?

Use MMS When:

• ✅ Visual content adds significant value

  • Sample ballots, maps, infographics

• ✅ Emotional impact matters

  • Major event promotions, milestone announcements

• ✅ Complex information needs visual explanation

  • Policy comparisons, how-to guides

• ✅ Testing shows positive ROI

  • A/B tests confirm higher engagement justifies cost

Stick with SMS When:

❌ Text alone conveys the message effectively

• GOTV reminders, polling location text

❌ Cost is a major constraint

• Large volume campaigns with tight budgets

❌ Audience may have MMS delivery issues

• Older demographics, rural areas with poor data

❌ Image would be generic or decorative

• Branding logos, generic graphics

The Bottom Line

Is MMS worth the cost?

Answer: Sometimes.

MMS costs 2-4x more than SMS ($0.03-$0.08 vs. $0.015-$0.03)

MMS is worth it for:

• ✅ Sample ballots and voting guides (high value)
• ✅ Major event promotions (higher RSVP rates)
• ✅ Complex policy infographics (better understanding)
• ⚠️ Opponent contrast messages (use carefully)

MMS is NOT worth it for:

• ❌ Generic GOTV reminders
• ❌ Fundraising urgency graphics
• ❌ Decorative branding
• ❌ Generic candidate photos

Best practices:

• Use SMS as default (cost-effective)
• Use MMS strategically for high-impact moments
• A/B test to verify ROI
• Optimize images for mobile
• Include text alongside images
• Track costs carefully

Strategic approach:

• Budget 10-20% of messages as MMS
• Reserve for moments where visuals truly matter
• Calculate ROI for each MMS campaign
• Don't assume more expensive = better

Cost example (100,000 message campaign):

• 100% SMS: $1,500-$3,000
• 90% SMS + 10% MMS: $2,000-$3,500
• 100% MMS: $3,000-$8,000

Recommended: 90% SMS + 10% MMS for high-impact messages = best balance of cost and effectiveness

Over 2,000 campaigns use Political Comms for both SMS and MMS with transparent pricing, automatic optimization, and strategic guidance on when MMS is worth the investment.

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Ready to use MMS strategically? Get started with Political Comms today.

Questions about MMS vs. SMS strategy? Contact our team—we'll help you maximize impact per dollar spent.