Tips for Commercial Content Creation
Content creation has been the heart of my career for the last decade. Starting in print magazine and transitioning to digital marketing five years in, and as the lead photographer of my and my partner's creative agency, I can vouch for myself that I know all the ins and outs of vibe-setting for brands.
Today, I will discuss my biggest tips and advice regarding content creation for brands specifically.
Tip 1: Spend Time Conceptualizing Your Brand’s World
A common mistake I see when first working with brands on their social media is the lack of a clear vision for the brand’s online expression. Sometimes these brands are stuck in a cycle of sharing their excess content & energy online (you know what I mean—crooked iPhone snaps, screenshot images, user-generated content). Brands in this phase are not only missing out on a powerful tool of connection but are risking creating destructive perceptions of their brand and its integrity. Let's chat concept creation!
Conceptualizing your brand’s world can feel terrifying, but it's a beautiful opportunity to showcase your brand's vision for the future. To begin conceptualizing your brand's world, start by creating or reviewing your brand’s vision statement. If you need help with honing yours, finish the sentence: my brand is creating a world where ________. (Dream big!) *Note, your vision statement can and often does synergize with your USP (unique selling proposition - what makes you unique to competitors). If you don't have a vision statement, try looking into your brand's USP.
Example of our Vision Statement at Saltshine Creative: We are creating a world where everyone feels supported to shine together.
USP: We support entrepreneurs and marketing teams by helping their brands shine consistently through elevated content shared in a meaningful way.
The birth of your brand’s lush world is as simple as posing the question of how it wants to impact the world. Once you have a good idea of how your brand would like to participate in conversations and ideas, you will better understand how to approach your audience and work toward well-defined goals.
Tip 2: Create A Photo & Video Shotlist That Counts
We view shotlists or photo/video concept lists as strategies that should imbue the audience's rewards while sharing the entire brand story, led by its USP and vision statement. When we work with clients to devise a shotlist, we start with a list of ideas and estimate the time each shot will take, based on past experience. When we devise a structured plan, we have a better opportunity to prioritize elements that are most crucial to tell a brand’s compelling story, without missing any parts. Here’s an exercise that can help:
Are there new ways to integrate your brand's USP & vision statement into your marketing?
How do you want your audience to feel, arriving to your Instagram page and interacting with your brand?
Are there any small details that can sometimes feel wonderful or have logistical appeal, that you have yet to showcase?
Tip 3: Cast Your Ideal Future Audience
Finding talent who aligns with the brand, has an aligned following, and can be a great ambassador for the brand, can be just as beneficial if not more valuable than hiring a professional model. We like to cast our talent on social media and we cast models based on our brand’s age demographic and goals. Depending on the project, we may work with professional modeling agencies, but finding talent online is also a great option.
Tip 4: Align Your Vision & Artistic Style
Consider a few factors when choosing a creator to express your brand (or approaching a new client if you are the creator). Be sure to hire a creative team that is well versed in the brand industry it is expressing or if you are the creator, be sure to study the industry and know what styles you like within the industry.
When it comes to photo editing, be sure you are happy with the current editing style of the photographer to trust the editing style will remain consistent over time. If you are the creator, try to hone in on a well-received editing style by your goal clients still unique to you. When it comes to brand work and social media, having consistently edited images is crucial when curating content.
On a similar note, be sure the type of product or lifestyle product images are the style of images you admire. Some brands may want more organic and atmospheric content, while others may desire bolder, more commercial imagery. Whatever the goals are, be sure to seek clarity on these aspects before content creation.
Lastly, you can think of your brand as a lovely pathos vine. Your brand values is its sturdy roots, soaking up life. Your stem is your brand's reach, shooting off in new directions, and your brand's expression (its touch points, social media posts, website...) are the little leaflets. A system functioning with unity and vision can grow beautifully.
I would love to meet you in the comments section! Please feel welcome to add your tips to the conversation and ask any questions you may have.
Stay tuned for future Instagram Success Series topics, dropping each week this month.
Stay balanced & shine bright!