How Custom Branding Photography Can Increase Your Engagement
By now you know that including an image in your social media posts is an essential strategy for more engagement. There are many statistics that back this up. For example, Hootsuite says, “LinkedIn posts with images get 2x higher engagement.”
But we just use images we take on our cell phones, or use stock images, you say?
Different is better than better
Sally Hogsmead’s book, Fascinate, provides a compelling argument for why being different from your competition brings in more loyal fans than being better than them. If you haven’t read her book, I highly recommend it!
So how can you be different in your social media posts? Start by looking at what your competition and partners are doing and then aim to do something different. If they are using smartphone images or stock photography, then custom brand photography would certainly make a positive difference.
If your competition posts about the jobs they are winning, then post about the clients you’re winning and how you are helping them succeed.
Also, look at what your competition isn’t doing and always choose strategies that align with your company’s values. If your company values are about people then spotlight your employees, your vendors, your partners, and your clients. If it’s about speed to market then post not just about your equipment but how your people drive your processes and strategies and how they affect the people who use them. Those are just two examples of a sea of opportunities.
The quality of your images speaks to the quality of your brand
Like it or not, the quality of your images speaks to potential clients about the quality of your brand. So, if your images are low-resolution, poorly lit, or grainy, visitors are more likely to feel that your brand is of low quality as well. You definitely don’t want to give that impression!
Make the emotional connection
Using stock images, or poorly lit smartphone images, can’t make the human connection that a photography artist can create. An artist knows what parts to zoom in on and when to pull back and what lighting combinations elicit emotions. They are trained to tell a compelling story visually.
Think that your business isn’t emotional?
According to this article in Inc Magazine, 95% of purchasing decisions are subconscious. “Emotion is what really drives the purchasing behaviors, and also, decision making in general.” “Humans are driven by feelings. So if you want the consumer to remember your product or brand, they must be engaged and impassioned by the interaction with your company.”
Custom stock photography can be more effective and efficient
In a nutshell, be different but do it well. Use custom, professional branding photos of your team in action, where you work, and who you work with to grab more attention, elevate you above your competitors, and emotionally connect with your audiences. All these can increase your engagement on social media, not to mention save you a lot of time creating a good image or finding a generic stock one.