In the digital age of social media, where visual appeal is paramount, mastering the art of product photography is a must for beauty brands aiming to make a splash. From Instagram to TikTok, captivating imagery is the key to drawing in an audience and promoting your brand effectively.

“Mastering the art of product photography is not just about capturing products, it’s about creating a visual language that speaks volumes about your brand’s identity and values,” said creative entrepreneur Michelle Owen, founder of Almost Real and Snaaps. “Social media provides space for brands to showcase their products but also acts as a gateway to creativity, inspiration, and brand identity for their audience.”

Michelle unveils her top 10 tips for growing your brand on social media through art and photography, set to elevate your online presence.

  1. A brand guideline will always help you with all aspects of your brand when planning for good social content. If you don’t have one, a good place to start is to create mood boards that encompass what you feel your brand is about. Eventually you will find a direction of inspiration.
  2. Once you understand your brand, a content pillar structure helps get things going. This could be entertainment, promotional, educational, and conversational content.
  3. Photoshoots might seem overwhelming at first but it doesn’t have to be, depending on what your desired outcome is. This could be a professional studio shoot for product photography or you can simply use your iPhone for more lifestyle photography.
  4. What camera to use? Well I tend to use my iPhone and Snaaps 35mm film camera mostly, but when focusing on specific campaigns I’ll engage with professional photographers and creatives to bring that vision to life.
  5. Lighting plays a crucial role in product photography. It really depends on your desired outcome. Natural light is flattering especially at golden hour (last hour before sunset) and a single continuous softbox light and a reflector for close up product shots is a good place to start.
  6. Experiment with different angles to showcase your product’s best features.
  7. Tell a story with your photography that resonates with your audience. Incorporate lifestyle elements that align with your brand’s aesthetic and values. With Almost Real, we feature and interview the artist and that gives the audience deeper connection into their life. Through beauty, you can deep dive into key ingredients, interview influencers, interview staff, show case studies of results to help tell your story.
  8. Consistency is key across your social media feed to establish brand recognition. Use similar editing techniques, colour schemes, and composition principles for all your product photos.
  9. Pay close attention to which types of content perform best in certain territories and adapt your strategy accordingly. Utilise analytics tools provided by social media platforms to track engagement me.
  10. While consistency is important, never sacrifice quality for the sake of posting frequently. Take the time to create content that reflects the value and integrity of your brand. One stunning photo can leave a longer lasting impression than multiple posts of lesser quality. 

This article was first published in the Spring issue of Retail Beauty:

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