When to use selfies in your marketing…

…And when to use professional brand photos.

When marketing your business, photos of you and your team speak volumes in establishing connection and building trust. With so many competing products and services in the market, sometimes the only distinguishing factor might be the story behind the brand. And who better to tell that sotry than the founder, owner or frontline team.

People connect with people - we’re created for it, and we crave it. Sure, shoppers might want or need a particular product or service, but what can often help them cross the line in a purchasing decision is connecting with the human face behind the brand.

As a brand photographer, I will always recommend the importance of having an updated library of professional brand photos to help market and promote your your business. But in recent years, with the rise of TikTok and Instagram reels, I’m seeing a strong swing back to raw, unpolished photos. The content is relatable, real-time and highly engaging.

The truth is there’s a place in your branding for both - for professional photos AND phone camera content. The trick is knowing what role each of these types of content plays in your marketing and making sure you use it in the right places with intention. So let’s break it down…

What are the benefits of professional brand photos?

Headshots and brand photos taken by a professional photographer are preferred for creating an elevated brand.

They show that you’re committed to quality and excellence. And when created with strategy and design direction, your brand photos will tell a curated story with lighting, colour, prop choices, location and action. You’ll have a high quality photo library with enough variation to retain your audience’s interest, but with the consistency and reliability that a trustworthy brand needs. Professional photos help to establish trust and build authority.

Professional brand photos I've had done to help people trust me as a professional. I use these on my website, social media and any printed collateral.

When and where to use professional brand photos in your marketing.

On your website. Whether you start with a single headshot on your ‘About’ page or you have branded photos incorporated into the design of every page, your website is your online home - the hub from where all your content should stem from - so this should be the best representation of your brand.

Social Media. Brand photos are great to use on social media. Pick one to use as your profile image consistently across all platforms, use them in stand alone posts, or incorporated into graphics. Just make sure that your brand photos are up-to-date if you’re sharing them on social media alongside real-time selfies as well - you want to look like the same person! If you like a curated look on your Instagram page, you can also use a professional brand photo as the cover on a reel.

Email Signature. This is an often forgotten piece of marketing, but adding a professional photo to your email signature is a great opportunity to create human connection in your everyday correspondence.

Printed Marketing Collateral. Most businesses have at least one printed piece to hand out or leave behind when talking with potential clients. It’s a great way to be remembered. This shoud also be a quality, stand-out piece, so using a professional photo here will make sure you’re remembered for all the right reasons.

Press/Media Kit or Speaker Pack. If you deal with the media for public relations, or are a speaker, then you should have some brand assets to give to publications or event organisers. Using a professional headshot here elevates your brand and increases your authority, giving the vendor confidence in their choice of speaker or presenter.

What are the benefits of ‘selfies’ or phone content?

Phone content is perfect for sharing everyday moments and connecting on a ‘real-life’ basis. Because your phone is on you 24/7, you don’t have to wait to schedule a shoot and take the time needed to plan it effectively. With your phone, you can instantly take a photo of what your day looks like, a sneak-peak of a new product, your cute four-legged companion, or share some behind-the-scenes of your process.

These real life, everyday moments really help people learn more about who you are and feel more connected to the community you’re building.

Some selfies that I've recently shared on social media to help connect with people.

When and where to use phone content in your marketing.

Social media. These platforms were created for real-time, instant social connection, so phone content is perfect here. You can use them in your stories, in a reel or TikTok, or even in a post. I see social media swinging back from a more curated experience to a real-life, real-time experience - perfect for phone content.

On your website(with a caveat). I stand by my statement above about using professional photos on your website, but I also know budgets are very tight if you’re just starting in business. If you don’t have the budget for a professional headshot, I’d rather see a nice phone photo of someone I can connect with than nothing at all. But please don’t use a photo taken at your cousin’s wedding that has your partner cropped out! Have a friend take a nice photo of you in beautiful natural light.

And PLEASE don’t use AI generated photos. People can tell it’s not really you, and it goes against the purpose of using photos in your branding - to create a ‘human’ connection. Check my earlier article about the pitfalls of AI generated photos: Keeping it Real

I believe that most brands - no matter what they do - are in the ‘people’ business. And people love connecting with people. So as you’re planning your marketing this week, think of its application and purpose so you know what type of photo content would best work in that space.

📷 If you’re in the Sydney area and are in need of some updated brand photos, get in touch through my website so we can talk more about what you need.

📣 And I’m excited to share that I’ll be creating some online classes to show you how to take great quality photos of yourself on your phone. Make sure you’re subscribed to know when that gets released.