Custom media: Six good reasons to do a professional photo shoot.

Many companies have now realised that content is king. They put great thought into choosing themes and content that are a 100% match with the brand, reflect the philosophy and values of the company, inform the specific target groups and entertain them – only to abruptly undo it all by using generic stock images.

It’s not only texts that are a powerful and versatile form of content. Images are too. Even though a professional photo shoot can be more expensive and time-consuming to organise than buying in stock images, there are some very good reasons for choosing this option.

A photo shoot produces images that precisely target the desires of customers. The effect to be conveyed by the images can be controlled with pinpoint accuracy. The images can be coordinated with each other throughout the publication in line with a predefined overall concept. This ensures visual harmony and an entirely consistent appearance. Colour saturation, perspective, lighting effects and blurring, for example, can be used to create a uniform visual concept.

As part of the editorial design, pictures tell a story and thus reinforce the text. The fact that a photo was taken for a very specific purpose is immediately recognisable. An official photo of a business leader conveying a sense of distance has no place in the editorial design. Here closeness is called for – and this must find expression in the tonality of the photo.

Generally the imagery is set down in the corporate design. Every image contributes to the brand. This is something no symbolic image can achieve.

A photo shoot is particularly worthwhile when it’s people that are being depicted. Photos from a shoot come over as more personal, intimate and authentic than any stock image. In both B2C and B2B communications the aim is to use the visual motif to generate a high level of identification among the target audience. Authentic, appealing photos of staff and insights into their daily business routine build trust and a sense of closeness.

Briefing the photographer properly helps when it comes to defining a suitable location and appropriate clothing and subtly staging the people depicted through their poses, facial expressions and gestures. The crucial thing to remember is that a professional can do all this without making it look staged. Photographers are skilled in working with people and getting the best out of them. The result is authentic images with a consistent look.

Unique images make a company unmistakeable. Stock images, by contrast, are like off-the-peg clothes: they might look good, but you’re never the only person wearing them. If a competitor uses the same image, you have to accept that. When buying stock photos you should also take a thorough look at the rights of use and licensing terms, which can often contain many hidden restrictions. In many cases the rights are limited to specific purposes, timeframes and platforms.

Once you’ve acquired the rights of use, the individual images from a photo shoot, on the other hand, can be used exclusively and over a long period of time for all media without restrictions.

The photographs used in internal and external communication represent the reflect on the company. Unprofessional images of inferior quality send out a clear message about the organisation, its products and services. Leaving aside poor image resolution, images for publications are often dug out of an existing pool; they’re are not consistent and show different backgrounds, perspectives or clothing styles. If you want to present a high-quality appearance, you have to focus on quality.

Previously we talked about the exclusive rights to use images from photo shoots. These rights allow you to make intelligent multiple use of the pictures. Given that a company’s numerous communications channels have to be supplied with visual material on a regular basis, this is ideal. Social media platforms such as Instagram, Facebook, LinkedIn, Pinterest and Google My Business need a constant supply of images for reach and engagement. Expressive and authentic motifs will also enrich the company’s, website, intranet, image brochure and customer or employee magazine.

Given the options for making multiple and diverse use of photos from a shoot, it can also make more economic sense than using stock images. It’s true that the costs of preparing and conducting a photo shoot are substantially higher than the fees for stock images. But if you get the coordination right and are able to combine a number of shoots, for example of staff, the costs are kept within reason. If you need several photos and visual subjects, the investment will definitely be worth it. This is because looking for appropriate images on stock platforms is relatively time-consuming. Added to that are the costs of licences.

Quality pays off. Saving in the wrong places does not. A publication tailored to your target audience with individually prepared editorial and graphical content is appealing and effective. It’s important for the client, the agency and the photographers to talk to each other. The best solutions ultimately come from working together as equals.

We guide and support you all the way from strategy, editorial planning and picture editing to preparing a briefing for the photo shoot and developing an editorial design matching you and your audience – including appropriate imagery.