It’s never been as simple as choosing a photo to include in a social media post, and pushing it out there. And that has become even more important of a statement in recent years. Social media platforms like Facebook, are continually changing their algorithm to place a more significant importance on paid ads. Because of this, your ability to reach users with your content organically is becoming more and more difficult. You most likely are feeling like you are producing content that no one sees, and you’re not growing your overall reach, likes, followers, and engagement numbers as you once did in the past. Although this can be extremely frustrating, and you may feel like you have no way to improve upon your online standing, and have no budget to place into paid ads, there are ways to combat this and retain what you worked so hard to earn.
Over the years, traditional marketing has groomed us to design all of our imagery to look like a paid ad in a magazine. Product focused, vibrant color, overlaid text that tells us where to buy, etc. And since I just told you that your organic content is now competing with paid ads more than ever, you may be saying to yourself, “What I am currently doing seems to be the correct strategy.” But in actuality this type of imagery is exactly what you should not be creating if you want to compete with others whom have deep pockets to empty into paid social media ads.
Remember, you want to stand out in the crowd, draw attention and tell a story with a single image that drives traffic to your desired destination. Here’s how you accomplish this with your social media imagery alone.
The images that people engage most with on social networks are the ones of their nephew’s college graduation, their friend’s new baby, and their alma mater’s reunion. What do all of these photos have in common? They focus on people, not a product. Social media was designed to connect people, and that is what your audience wants to see. These are the photos that prompt them to stop as they scroll through their news feeds.
So what should you do in order to create this type of imagery, but also promote your product or service? Take photography of people as they go through the motion of not having your product or service. Capture them in a setting that tells the story of what they are missing and why they should have your product or service. You can also take a photo of someone in action using your product or service. Remember, focus the photography on the people, their faces and body language and how that tells the story of why they need your product, or why having your product makes their lives so much better. Stay away from vector images and graphics as much as you can. You want natural imagery that blends in with those baby shower photos.
“Right now you want to blend in, in order to stand out.”
Include Text/Link in Post
Leave the text out of the image. Use the post itself for your text and link to your website or blog. That’s what it’s there for. You want to keep your photo as clean as possible. This is how you will blend in, and stand out.
Lets just say you run a bridal shop or jewelry store. You are currently most likely posting close-up product images of dresses or wedding rings. Try this instead. Post a natural people-focused photo of newlyweds that will grab attention, tug on the heartstrings of the reader and evoke emotion, all while telling the story of love. Now you can write a post about what you offer, along with a link to purchase it on your website. You’re now on your way to social media photography holy matrimony.
Lorenzo Dickerson is a digital storyteller and award-winning documentary filmmaker. Connect with him on Twitter at @ZoDickerson or lorenzo DOT dickerson AT unifiedinbox.com. And learn more about Unified Inbox’s social media publishing tool Outbox Pro on https://app.outbox.pro!