Have you ever seen a stunning shot on Instagram and clicked to read more only to realize that the image that drew you in had nothing to do with the message? Right away, you feel a sense of distrust. No one likes feeling this way, especially not your audience.
Images Speak Louder Than Words
In an age where social media marketing is now a necessity for businesses, it is crucial to remember that the human brain can process images 60,000 times faster than the written word (according to marketing industry influencer Krista Neher).
- 90% of the information processed by the brain is visual.
- 80% of people remember what they see, compared to ten percent what they hear and 20 percent of what they read.
Humans are visual creatures. We learn a lot through what we see. When what we see and what we expect or read does not match, then there is a disconnect. We feel that the poster has been disingenuous. On platforms like Instagram, where images are king and content second, your picture must match your message.
“The key to high-quality communication is trust, and it’s hard to trust somebody that you don’t know.”
– Ben Horowitz
We have all scrolled through beautiful brand photos of women and men with their high-end watches, cars, clothes, looking wistfully out a window. We have seen stunning flat lay photography, BUT one thing that is lacking in a lot of social feeds is a plan.
Clearly, the business owner has purchased a photography package, smiled, posed and now has a folder of photoshopped images to use in their social media or branded materials, great but there’s a catch. There is still a disconnect. They have done the shoot without having a plan, a social media strategy or a marketing strategy to work with.
When going for a photoshoot, get your money’s worth, make sure you share with your photographer the following:
- Social Media Strategy
- Brand Guide
- Content Calendar
This way, your photographer has guidance and can capture images that work with your posts or marketing objective. Too often, people end up with a bunch of pictures they have paid for, but they don’t go with any of their content. They then struggle to match the two or to come up with content to support the image after the fact, this becomes difficult and can lead to post images not supporting the message.
“Earn trust, earn trust, earn trust. Then you can worry about the rest.” – Seth Godin
For example, the other week, I saw a post from a real estate agent who was leaning against their flashy car, wearing high-end clothes, looking like the definition of success. It was a slick image for sure, however, the message in the post talking about his open houses this weekend. Pardon??? As the audience, I not only went “wait…what?” I expected the message to be one maybe about working hard for success or some motivational message. Here was a successful agent who got the message wrong, and it negatively affected his audience.
Now let’s talk about flat lay photography. We see it everywhere, but it also needs to be used properly. Uses of flat lay photography include:
- Showcasing products
- Showcasing a brand
- Creating general branded content for your website and marketing
There is a proper way to use flat lay photos. There should always be a primary goal in mind when shooting them, here are 5 things to remember before you book your shoot:
- Know what the photos will be used for – before the shoot.
- Are they for a product launch? Be sure they focus on the product and that it doesn’t get lost.
- Get creative, but don’t lose sight of your audience.
- Are they going to be used as stock in your marketing or website? – if yes do they need to be a specific orientation or size?
- Do you want there to be room in the image to add text later?
To ensure that you continue to build your audience’s trust and deliver incredible content, you have to start with a competent strategy first. Using your strategy as a guide will ensure that your message, images and content continue to be on brand, on message and continue to grow your engagement.
We can help you develop a strategy that will ensure you continue to build your brand’s trust. Don’t have a marketing, brand or social strategy we can help click here to reach out. Want some ideas on how to plan your next photoshoot? We can help you get the most out of your photos, click here. Until then, we will continue to provide Solid Support for Your Success!