10 Tips for Using Photography in Marketing

Published on 31 July 2023 9 min read

Opt for high-quality images
Align photos with brand identity
Capitalize on emotion
Showcase your products in use
Utilize images to break up text
Employ original photography
Optimize images for SEO
Use photos to tell a story
Experiment with different photography styles and formats
Measure the impact of your photography

If you're wondering how to use photography for a marketing campaign, you've come to the right place. Photography: it's more than just a snap of the shutter. It's a powerful tool in the world of marketing, capable of telling a story, evoking emotion, and compelling viewers to take action. From high-quality images to the alignment of photos with brand identity, the potential of photography in marketing is vast. Here, we share 10 tips to harness the power of photography and elevate your marketing campaigns. Let's dive in.

Opt for high-quality images

First and foremost, let's talk about image quality. If you're aiming to stand out in the sea of marketing campaigns, you can't afford to compromise on this. High-quality images are essential for creating a strong impression and boosting the credibility of your brand.

Think of it like this: would you rather buy a product showcased in a grainy, poorly-lit photo or one presented in a crisp, well-composed image? Chances are, you'd go for the latter. That's the power of high-quality images—they make your products look appealing and professional.

So, how do you ensure your photos are of high quality? Here are a few tips:

Resolution matters: Always opt for high-resolution images. They appear sharp and clear, making your product details stand out.
Lighting is key: Good lighting can make or break a photo. Whether you're shooting in natural light or using artificial lights, make sure your subject is well-lit and visible.
Composition counts: Pay attention to how you arrange elements in your photo. A well-composed image can guide viewers' eyes to the most important parts of your photo.

Remember, quality images are not just about aesthetics—they're about how to use photography for a marketing campaign effectively. So, prioritize quality and watch your campaign shine!

Align photos with brand identity

Great! Now that you have high-quality images, the next step is to ensure that these photos align with your brand identity. But why is this important? Well, your brand identity is essentially your company's persona. It's what sets you apart from others, and it's the story you tell your customers about who you are and what you stand for.

So, how can you ensure your photos align with this identity? Here's how:

Consistent style: If your brand vibe is fun and quirky, your photos should showcase that. Maybe that means vibrant colors, unique angles, or playful subjects. On the other hand, if your brand is more sophisticated and sleek, your photos might feature a minimalist aesthetic, clean lines, and a neutral color palette.
Relevance to your product/service: Your photos should clearly communicate what your brand offers. If you sell artisanal coffee, for example, your photos might showcase close-ups of your beans, images of the brewing process, or shots of a cozy coffee shop atmosphere.
Reflect your brand values: If sustainability is a core value of your brand, show that in your photos. Images of your products packaged in eco-friendly materials, or photos of your team volunteering at a local clean-up, can powerfully convey this message.

Remember, your photos are often the first thing people see when they encounter your brand. Make sure they accurately represent who you are and what you stand for. That's a key aspect of how to use photography for a marketing campaign effectively. Your photos should not just be attractive - they should tell the story of your brand.

Capitalize on emotion

One of the most powerful tools in your photography toolbox is the ability to evoke emotion. It's been proven time and again that people are more likely to remember how something made them feel, rather than specific details. So, how can you use photography to capitalize on this?

Show real people: Using photos of actual people — especially people showing genuine emotion — can create a sense of connection. It's easier for us to empathize with a human face than with an inanimate object. So, if you're selling a product or service that can bring joy, show that joy on someone's face!
Use color psychology: Colors can have a big impact on our emotions. Warm colors like red and orange might evoke feelings of passion or energy, while cool colors like blue and green tend to feel more calming. Think about the emotion you want to evoke, and choose your colors accordingly.
Consider composition: The way you arrange elements in your photo can also affect how it's perceived. For instance, a photo taken from a low angle might make the subject look powerful or intimidating, while a photo taken from above might feel more intimate or vulnerable.

By tapping into these techniques, you can create images that resonate on a deeper level with your audience. This can lead to stronger brand loyalty and more engagement — two very important aspects when considering how to use photography for a marketing campaign.

Showcase your products in use

When it comes to marketing, there's something to be said for the old adage, "Show, don't tell." While it's definitely important to share the specs and features of your products, it's equally important to show them in action. So how do you seamlessly integrate this into your photography for a marketing campaign?

Highlight the use case: Whether it's a pair of sneakers on a runner's feet or a grill filled with sizzling burgers, showing your product being used gives potential customers a clear idea of what to expect. It not only helps them visualize the product in their own lives, but it also creates a sense of desire.
Feature real customers: User-generated content is a powerful marketing tool. Featuring photos from actual customers not only shows your product in use, but it also builds trust. It's like a visual testimonial — and we all know how valuable those can be!
Show the benefits: Instead of focusing solely on the product itself, consider showcasing the benefits it provides. If you're selling a vacuum cleaner, show how clean it can make a room. If it's a fitness product, depict the transformation it can bring about.

Remember, people are not just buying a product; they're buying the result that product can bring. By showcasing your products in use, you're letting your customers see the potential results for themselves — a key consideration when exploring how to use photography for a marketing campaign.

Utilize images to break up text

Imagine you're reading a blog post or a product description, and it's just one long block of text. Even if the content is excellent, you might find yourself losing interest or even skipping sections. This is where the strategic use of images can significantly enhance your marketing content.

Enhance comprehension: Images can help to clarify complex ideas or concepts. For example, if you're explaining how a particular gadget works, a well-placed image can help your audience understand better than words alone.
Boost engagement: Pictures add color and break the monotony of text, keeping your audience engaged. They also provide a visual pause, allowing readers to digest what they've read before moving on.
Improve aesthetics: Let's face it: a page with just text isn't very appealing. Images add an aesthetic appeal to your content, enhancing the overall user experience.

So, when you're planning how to use photography for a marketing campaign, remember: images are not just for decoration. They are a powerful tool to enhance readability, comprehension, and engagement. It's not just about what you say; it's also about how you present it!

Employ original photography

When it comes to using photography for a marketing campaign, the temptation to use stock images might be high. They're readily available and often high-quality. However, they might not be the best choice for your brand. Why? Let's explore this.

Authenticity: Original photos showcase the real people behind your brand, the actual products, and authentic stories. This authenticity can help build trust with your audience.
Uniqueness: Stock images can be found anywhere on the web. Your competitors might even use the same images. Original photos, however, are unique to your brand and can help you stand out in the market.
Brand Identity: Original photos can be tailored to fit your brand identity perfectly. They can be styled, composed, and edited to match your brand's color scheme, mood, and message.

So, when you're figuring out how to use photography for a marketing campaign, consider investing in original photography. It might take more time, effort, and resources compared to using stock images, but the payoff in terms of authenticity, uniqueness, and brand identity is definitely worth it!

Optimize images for SEO

Once you've captured your original photos, the next step in using photography for a marketing campaign is to optimize them for SEO. You may ask, "what does SEO have to do with images?" Quite a bit, actually!

File Name: Start with renaming your image file to something relevant. Instead of something like 'IMG_001.jpg', name it something descriptive related to your content, like 'handmade-leather-bag.jpg'.
Alt Text: This is the text that displays if an image fails to load on your website. But more importantly, search engines use alt text to understand what an image is about. Try to describe your image in simple words and include your keywords where it makes sense.
File Size: Large image files can slow down your website, and a slow site can hurt your search engine rankings. Make sure to compress your images to an optimal size without losing quality.

So, when figuring out how to use photography for a marketing campaign, don't forget to optimize your images for SEO. It's an easy way to help your website perform better, both for your audience and for search engines.

Use Photos to Tell a Story

When it comes to marketing campaigns, telling a compelling story is half the battle, and photos are an excellent tool for that. Here's how you can use photography to weave a narrative and connect with your audience on a deeper level.

Let's say you're marketing a line of eco-friendly products. Rather than just showing the products, you can use a series of photographs to tell the story of how the products are made. Start with a photo of the raw, natural materials being harvested—this sets the scene. Follow that with images of the materials being transformed into products, and finish with the final product in a setting that speaks to its sustainable nature.

These photos not only showcase the product, but also transport the viewer through the journey of its creation. This can create a deeper connection with the product and your brand, making the marketing more effective.

Remember, a picture is worth a thousand words—so make sure your photos tell the story you want when using photography for a marketing campaign!

Experiment with Different Photography Styles and Formats

Another tip for using photography in your marketing campaigns is to experiment with different styles and formats. Sticking to one style may make your campaign look uniform and consistent, but mixing things up can add an element of surprise and keep your audience engaged.

For instance, if your campaign has been heavily relying on product photography, why not throw in some lifestyle or candid shots? These can give a more human touch to your brand, showing that there's more to it than just the products.

And it's not just about the style, but also the format. While most people think of photos as static images, there's a whole world of dynamic formats out there to explore. Animated GIFs, cinemagraphs—still photos with minor, repeated movements—, or 360-degree photos can add a whole new dimension to your campaign.

So don't be afraid to break the mold and try something new. After all, marketing is all about standing out and getting noticed, and what better way to do that than by experimenting with how to use photography in exciting and novel ways?

Measure the Impact of Your Photography

Knowing how to use photography for a marketing campaign is one thing, but understanding its impact is another. It's like baking a cake—you don't just mix the ingredients and put it in the oven; you also taste it to see if it's good.

Similarly, you need to measure the impact of your photos to see if they're hitting the mark. Do they increase engagement? Do they lead to more conversions? Or do they fall flat and get ignored?

You can measure this impact in various ways. For example, you can track the number of likes, shares, and comments your photos get on social media. You can also use analytics tools to see how many people click on your images or how much time they spend looking at them.

But remember, numbers only tell part of the story. You also need to consider the qualitative impact—are your photos resonating with your audience? Are they conveying your brand message effectively? You can find out by running surveys or focus groups, or simply by asking for feedback.

So don't just click and post—measure. Because only by measuring can you truly understand the power of your photography and how to use it to its full potential in your marketing campaigns.

If you enjoyed our "10 Tips for Using Photography in Marketing" blog post and want to learn more about incorporating photography into your marketing campaigns, we highly recommend checking out the workshop 'Working On Creative Campaigns: Photography' by lolilaboureau. This workshop will provide you with valuable insights and techniques to create visually stunning and engaging marketing campaigns using photography.