Photography and video are crucial aspects of running any online business nowadays, and not just any images will do. The visual media you display is a significant part of your brand’s existence.
Photos appear on your website, social media pages, shop listings, and email marketing. They’re sometimes the first or only impression of your business to someone mindlessly scrolling their social feed.
Are your visuals scroll-stopping, or do they fall flat?
While it’s not feasible for every new business owner to hire a photographer to create every single photo they need, investing in a few key images can elevate the entire look of your brand online. And not every single piece of content even needs a professional touch in the first place. Buyers and followers are gravitating more and more to social media feeds that feel natural, relatable, and spontaneous.
So where should you focus your efforts to maximize the impact of professional photography?
The key is to hire out the photography and videography that will live on in your business for more than one Instagram post. Invest in the images that will have evergreen use, that you can use across platforms for seasons or years to come.
How does good photography support your business?
If professional photography seems like an unnecessary expense, I’d caution you to not underestimate the power of great visuals. Consumers are more likely to spend their money with you if they like and trust your company and can clearly understand the value you provide.
Professional photography supports your business by…
- …Strengthening the customer’s trust in your brand. When you have professional visuals, you look like you know what you’re doing. People will only spend money with companies they feel they can trust.
- …Putting your product or service in the best possible light. Think about it in terms of a sweater in a store. You’re naturally more inclined to buy the sweater that is neatly styled on a mannequin with chic trousers and accessories in a well-lit part of the store than the sweater that is shoved into an over-crowded rack in a dark corner. The sweater is available for sale either way, but the one that is displayed clearly and attractively will see higher sales.
- …Showing the customer that your brand makes them look good. People buy stuff for one of two reasons: Because they need it to survive, or because they (consciously or subconsciously) think it will make them look good. And people buy products and services from brands that align with the image they want to project. If a customer perceives your brand to be professional/ pretty/ trendy/ smart or whatever adjectives they want to be seen as themselves, they will buy from you.
In an increasingly visually-driven world, the photos and videos you put on your website and social media are your brand’s handshake with the world. You need to be on your A-game to capture as much of that valuable attention as possible, and getting your branding on point will attract the right customers and clients to your business.
Benefits of hiring a professional photographer
- They know how to coach you to pose for the most flattering angles
- They have access to and knowledge of expensive camera bodies, lenses, lights, and other equipment you may not be able to access or use by yourself
- They are trained and practiced in working with light, color, movement, and composition to tell a story, sell a product, or simply grab attention; it’s so much more than pushing a button!
Now that we know why good photography is important, let’s talk about the three photos you should focus on first. If you only have the budget to get a few good shots right now, here’s where you should start.
1. Smiling headshot with eye contact
Whether you’re a service provider and the face of your business or you run an online shop that has nothing to do with you, the impact of the human element can not be overlooked. You need a headshot!
This should be a clear, smiling photo of you making eye contact with the camera. Natural lighting is best, or studio lighting set up by someone who knows how to do that well. Eye contact builds that familiarity and trust factor. Looking off into the distance is strictly for romance novelists and perfume commercials.
Smiling is especially important for improving customers’ perception of your product and increasing their likelihood to buy. In this study done by the Journal of Business Research in 2019, it was concluded that consumers are more likely to buy from an advertisement with a smiling model than a non-smiling model.
DIY tips:
- Search Pinterest for headshot pose ideas and save a few that you like.
- Face a window or go outside during a non-harsh lighting time, like when it’s overcast or about an hour before sunset.
- Prop your phone up or convince a friend to hold the phone for you.
- USE THE BACK CAMERA, not the selfie camera on your phone. It’s a higher resolution and will look much clearer.
- Position yourself so you have some space above your head in the photo. If you were to divide the photo into thirds, your face/body should only be in the bottom two-thirds.
2. Photo of your product or service
When you have something to sell, whether it’s a physical product or a less tangible service, you need good photos of what you’re selling to convey to potential customers and clients what it is they will be receiving.
Product photos, while they can take some time to really nail at a professional level, are easier to understand conceptually. Photos of services can sometimes be trickier. If you’re a consultant, for example, how do you show the verbal or intellectual results you provide in a photo?
The key is to focus on the problem you solve for your customer and what it looks like to either have that result or go through the process with you. Do your tax prep consultations give them clarity and confidence around their finances? Show confident, happy customers in your images. If you provide virtual consultations, take some photos of you talking to your computer screen.
For product photos, focus on clear, well-lit images that display your product as the focal point. Props are fun, but too many props can be distracting. Use props and backgrounds to highlight your product, not to detract from it.
DIY Tips:
- Shoot near a window or natural light source.
- Make sure your product is not back-lit, with the sun or another light source behind it. Keep the light in front of the object.
- Less is more when it comes to props. Keep props to a minimum to make sure your product is the focal point.
- Avoid crazy patterns on clothes or props and opt for simple solid colors instead.
- Try different angles and concepts with your product. Show the product in use or on a model.
3. Behind the scenes of the business photos
Customers and followers love to feel a personal connection to the brands and businesses they buy from. Behind-the-scenes photos are your chance to give your customer an authentic inside scoop into what goes into keeping your business going.
If you make your own products, show the tools you use, your workspace, or a half-finished product. If you fulfill orders yourself and do your own packaging and shipping, take photos of the stacks of packages about to be shipped, or the box of pretty bubble mailers you keep in your office. Detail shots of your day-to-day business operation are interesting and bring a personal touch to your online presence.
BTS photos make for great social media content and filler images on your website. They also are a great connection point for your customers to see more of the “real” you. People are naturally curious and love getting glimpses into others’ lives. The parts of your life and business that don’t seem that interesting to you are fascinating to other people who don’t live the same life as you.
DIY Tips:
- Set a timer to go off every two hours. When the timer goes off, stop and take a quick photo or 10-second video clip of whatever you’re doing. The parts of your day that seem normal or boring can make for great BTS content.
- Play with a mix of close-up detail shots of your work and further away photos that show your space.
- You don’t need a perfectly decorated workspace to get great content out of it. Authenticity and being relatable will go so much further than you realize.
When it comes to DIYing photos for your small business, give yourself time and be patient. The more you practice, the better your photos will get. Use these three photos on your website and in your social media, and let me know how it goes!
