This is a contributed article from Jeffrey Placencia, a Content Creator and Production Manager at SmartShoot.
If one thing is certain, it’s that 2020 has made business-as-usual more than a little unusual. From COVID safety guidance suggesting social distancing and limiting the number of customers in-store to the new normal of curbside pick-up and home delivery, now more than ever, it's key to show your online customers your products and services - as well as how they can shop locally and safely. With limited in-person visits and 55% of consumers doing more online shopping as a result of COVID-19, compelling photography is vital to having a successful online presence.
Safety First: Show and Tell How You’re Creating a Safe Shopping Environment
Have a sanitizing station at the entrance of the store? Designed your own social distancing markers? 81% of surveyed U.S. adults said they would feel more comfortable if businesses regularly sanitized surfaces, so incorporating imagery of how your business has adapted to current health regulations and is creating a safe shopping environment for customers is a must. This kind of photography is key to giving prospective customers confidence when deciding to visit your business.
Showcase a safe shopping environment
Showing the ‘safe journey’ of a shopping trip is a wonderful way to instruct what customers will go through when they shop with you. Snapping any signage like line markers shows how you’ve prepared for a safe shopping experience. Bonus points if they’re cute, clever, or fit with your store’s brand identity.
Clean stations, clean shop
Snapping an image of a sanitizing station, free masks for customers, or any other safety precautions (employees wiping down surfaces) will help communicate that you’re taking their health seriously and want to provide a safe shopping experience.
Web Browser Window-Shopping
Even before shelter-in-place, product photography was a boon for both online-only and local brick and mortar businesses. But now, it’s a must. 1 in 5 consumers say they have more time to shop online and 49% have taken advantage of curbside pick-up. Authentic product photography (non-stock) can show your customers what seasonal or mainstay products and services you have to offer for delivery and pick-up.
Hire a local pro-photographer through SmartShoot to easily capture high-quality imagery or, follow some of our top tips on taking killer product and store photography yourself.
#1 The best camera is the one you have
While a professional camera and lens set-up will provide the best imagery and effects, cameras on phones have improved steadily in the past few years. So, if you’ve got a relatively new smartphone, use what you have! Remember to wipe the lens (with a clean cloth, not a tissue or paper towel) before you start snapping.
#2 Keep it light and bright!
Shoot indoors when there’s plenty of light. Interior space and products show their best when there’s a lot of light around. Shooting around noon is best for indoor shoots to maximize the amount of light. If you are shooting products - attempt to shoot close to a window.
Make sure that this light is softened in some way. Hang a sheer curtain to soften any harsh light sources or foam board to block it entirely. Always ensure your camera flash is turned off.
Capturing the outside of the business? Try to shoot in the early to mid-morning or toward late afternoon to avoid harsh sunlight. If it’s overcast, all the better as it will diffuse light. On overcast days, it’s best to shoot midday when it’s the brightest.
#3 Surface Personality
Use simple styling and surfaces to communicate the feeling of shopping in your store. Shooting on surfaces like wood, concrete, or tile (or any surface you have in your shop) help show your shop’s brand identity and style. It can also make for less generic, more interesting imagery.
Don’t like your surfaces? You can purchase different surfaces from a site like replicasurfaces.com. Even a simple cutting board can take the eye off of a difficult shooting surface.
That said, if you’re looking for clean and simple imagery, shooting product on a plain white surface or wall or with an appropriately sized lightbox will help.
#4 Angle for that angle
Take your time looking for that interesting angle. If you are shooting indoors, look to frame the shop in a way that tells the story of an inviting and open space. A wide lens helps, but sometimes it’s just about capturing the ambiance.
#5 Show yourself in your safe element
It’s no secret that local businesses have taken a hit during the pandemic and customers generally want to support the people behind their local shops. Connect with your potential customers by being in front of the camera and showing you’re following COVID safety measures. It’ll put a face behind the products and services and help people feel good about supporting local.
69% percent of customers saying they are more at ease in a business where employees are wearing masks. We recommend snapping a few pics with your mask in the shop or in front of the store. Or you can include imagery of employees wearing a mask, setting up for a shop (think restocking or helping customers). This will not only show the story of the people behind the brand but build trust that you are working to create a safe shopping environment. Taking candid shots is particularly successful on social media as well, so try not to overthink it!
Now more than ever, it’s important to meet your customers where they are (be it on social, your website, or local neighborhood apps like Nextdoor). Using authentic imagery (whether it’s DIY or shot with a local pro photographer through a company like SmartShoot) is key to showing your business’ personality and what safely shopping and supporting local looks like.
Claim your free Business Page to get started on Nextdoor. For resources on how to use Nextdoor to stay connected with your local customers, pertinent news affecting businesses, and more, follow us at @nextdoorbusiness on Facebook.
