You’ve just received that highly anticipated link to your new photo gallery! Your adrenaline is pumping and you cannot wait to level up your brand’s visual identity game. You open the gallery, and…..YES! You're ready to share and post and promote!
But now what?
Well, now it’s time to start curating stories with intention. Photo is one huge piece of the puzzle, but what you do with these photos and the content you generate to support your storytelling is what gives the photos LIFE.
For most of my clients, photos serve as one part of their marketing strategy, and specifically their social media plans. Visual storytelling is an integral part of social media, and resonant photos are the key to winning hearts Instagram and Facebook. I’m offering a few of my favorite social media best practices to give your photos excellent mileage, from one small business owner to another:
-Once you receive your online gallery, follow the download instructions. These are very important because you need the image to be formatted to fit your intended use, otherwise it could come out pixelated. If you notice any issues with how the images are displaying, reach out to me! I can resize them to fit your needs.
-Next, backup your images. Friendly reminder: USBs and computers don't last forever, and sometimes they get lost or stolen - yikes. Using a cloud-based storage service is going to give you flexibility and peace of mind!
A personal fave of mine is Dropbox, which can be used to transfer images from computer to phone using the app. A basic Dropbox account is free, as is the app. This could be your convenient backup source!
As an added bonus, you can access your photos from the Dropbox app on your phone for easy posting.
-When choosing a time + day to post, don't spend too much energy overthinking it bc it's not that predictable. Instagram offers some guidance on your audience under your "Insights". Click the Audience tab then scroll down for busy times based on day of week. Other than that, loosely track it. I've noticed when I post on weekends my posts fall flat so I avoid that but it's not a strict rule, just a guideline.
-Once your photos are backed up and you’ve uploaded them to your social media platform, it’s time to tag, tag, tag!
If there are featured products or services related to other vendors or organizations in your photos, do tag them! Maybe you're using an East Fork plate, or maybe you’re featuring your products in a national park. Tagging those associated with your brand’s photos is social media courtesy and networking, plus they may reshare!
Feel free to tag Chelsea Lane Photography. I certainly appreciate the help in spreading the word about my services, but I definitely don't require it if you prefer to keep some mystery alive.
-Use hashtags! Seriously, use 'em! It's my understanding you can use up to 30 so you have room to experiment. Take a lazy evening at home (bottle of wine...Netflix on in background...who knew hashtagging could be so romantic?) to find the tags that are right for you by doing some research.
Think of the type of images you share, then do some digging from brands you admire. Think of what your ideal customer may search (#Ashevillebar #handmadejewelry). You can search that hashtag to gauge how active and popular it is. Pick active tags, and consider using a tag that no one is using, so that you can begin to dominate it with your own branded posts and user-generated content from brand loyalists!
Once you’ve got your bevy of selected tags, save the list in your phone Notes so that you can easily copy and paste the list each time you post! Notes has become a living document on my phone for Instagram caption drafts and hashtag groupings.
-Use Instagram stories! This feature has blown up and people LOVE it (even more than posts these days)! You can get creative with it - share vertical images, videos, live stream, and ask your audience questions! Use this informal way of communicating however you feel comfortable. Make it personal and fun, or keep it strictly business.
-Engage. The biggest "secret" to success on social media is liking + commenting on others’ posts. It helps with the dreaded algorithm and creates community with your followers, peers, and those you admire. If you're just posting and leaving, your engagement will be lower than if you stick around to reply to comments, share other people's posts, comment or DM others you admire.
-Show up as you. We're all camera shy, but nothing creates more connection with your followers than simply showing up as yourself. I'd say we all pretty much expect it now. I find it strange when I happen upon a biz account with zero trace of the owners. A portrait, a candid moment, a TBT memory, you playing around with your kids on IG Stories... however you want to do it, people will love it!
-Be sure to answer your Direct Messages as they come in. You’ll be generating buzz with your visually stunning and content-savvy posts, so expect some great leads to come in the form of DMs! Timely responses increase your chance of true connection with potential new customers. Pop in to your inbox regularly because you won't be notified if someone who you don't follow messages you.
-Post relatively consistently. Establishing a loose rhythm to roll out your new photos and tell your brand’s story is key. 2 posts a week is a healthy social media post rate for most businesses and organizations then pair that with active Stories.
-Encourage interaction and user-generated content! Showing off a gorgeous shot of your product? Offer a branded hashtag and ask your audience to post a photo enjoying the product, too! Then, routinely check the hashtag, and engage with your brand loyalists by liking and commenting on their branded photos.
-Follow these pros for the best advice that's always up to date: Tyler J. McCall, Jenna Kutcher, Jasmine Star
I hope you’re jazzed about your photos, and that you’re ready to conquer the world with your social game!
Before I sign off, here’s a little ode to all of my fellow business owners:
You’re doing the damn thing, and although it is impossible to be an expert in all facets of your business, that’s what is somehow required and expected of you in order to thrive in a bustling, noisy market landscape. Luckily, with great content, you’ll go a long way in your marketing goals! Stay focused, embrace your creativity, and enjoy the ride.