Tips for growing your brand in the visual world
Instagram is an increasingly important selling tool for small businesses, particularly when the item for sale is visual or tangible, and the quest to be picture-perfect can seem challenging.
For businesses looking to step up their content game or create an aesthetic Instagram feed, Nikon Z Creator and content coach Kristine Fernandez gives these tips.
Know your audience
Consider who the audience is for the product to be photographed and understand their interests, from the colours they connect with to the items they like. This helps to plan how the photo shoot set will be styled and what props to include.
“When working with a brand to capture their product … I’ll go to the brand’s Instagram and check out who follows them, looking for patterns around what those individuals are posting, whether it be places they go or the colours they wear,” she says. “What individuals post is often a reflection of things they like.”
Choose the right props
“When I’m given a product to shoot, I consider the natural surroundings of that product and how it’s used before deciding on the props I use,” Fernandez says. “If I discover an audience enjoys a more luxurious lifestyle and loves the colour pink, I will brainstorm how can I pull together props that bring this to life.”
Make a list of items to show how the key product is used in everyday life. Often, these are found around the house. Try to colour co-ordinate, use different textures, such as hard and soft materials. “To make the image cohesive, try to stick to three main complementary colours when selecting props,” she says.
Invest in the gear
A smartphone is a good start but investing in a camera and lights will ensure high-quality content.
“It’s great to have your own kit so you have tools to shoot wherever and whenever, without being at the mercy of the weather,” she says.
“Having your own camera also allows you to free flow and get creative. Other equipment could be different surfaces to lay your product and props on for shoots, for example, fabrics and tiles.”
Also there are photographic courses and workshops to learn key skills, including sessions being held in June as part of Nikon Presents: Z Creators such as Product Photography with Kristine Fernandez on June 12.