Social media and photography has always benefitted from each other. On one end, there is no doubt that social media has helped tremendously in making photography more popular than ever by spreading a photographer’s work like that of Nicola Hutchison Denny across the web thanks to shares and viral messaging. On the end, photography has helped establish social media as a viable communication tool with its ability to showcase a work and make it popular in the process.
As such, photography plays a key part in the growing field of social media marketing as photos play an important part in the promotion of a brand online, especially in social media. In a way, it can be considered a form of advertising photography. But social media marketing aims more for the longevity of the campaign as to how long it would be considered effective and how many have “helped” spread the campaign through shares and likes.
As social media marketers who wish to tap photography as part of their various campaigns, there are some things that must remembered to help ensure the success of the campaign:
On Framing & Composition
As with any type of photography, framing and composition is important for people to be able to identify the brand. And depending on the type of photo you will be needing, different rules in composition should be taken into consideration. For instance, the cover image in Facebook timeline which, is a long, rectangular space and lends itself to compositions that feel “widescreen” in nature. On the other hand, the profile picture to be used for Facebook, Twitter, and other social media accounts are usually square, so the image to be used that will identify your brand as well should have the brand name and other pertinent details that may be needed be able to fit in that square space.
Next to composition, lighting is a very important element that will set the identity of your brand. For instance, some heavy metal bands would go for some dark lighting in their photos.
The trick to great lighting isn’t so much where you shoot, but rather how much light you capture in the image and which can be achieved through white balance and ISO settings. You must also match the white balance setting to your shooting environment. If it’s indoors in fluorescent lights, choose that setting. Most cameras today have an “auto” setting for white balance which may not always get it right, so if the shot just doesn’t look right to you, keep experimenting until you find the right setting.
On Background and Style
Your choice of where the photos are to be taken is also important. Some entities have some sort of a brand toolkit or style guide available and if you are working for an entity with such style guides, make it a point to read through it to get a sense of what the entity’s sense of style is and put that insight to use when you’re shooting photos for its social media accounts. Whatever the style may be, make it a point that the photo would have a place to put in the brand.
On Photo Resolution
This is an important tip that is often overlooked. Most social media networks today are able to handle high-resolution photography so you have to make sure every photo you share through any of the social media accounts are of good quality and would not look blurred or grainy when viewed on larger screens. The higher resolution your camera is, the better not only for the photos you will share but also for the brand you are promoting.