The secret ingredient for connecting with consumers
Lifestyle photography: What is it and why is it so important for brands?
Everything a brand produces that’s externally facing is meant to do one thing—create a connection with an intended audience. Visually, the current trend in both branding and marketing campaigns is to do so via lifestyle photography.
Why? It's a powerful way to connect with consumers deeply and more personally. It’s storytelling that spares a thousand words and enables connection that is both engaging and authentic.
The basics of lifestyle photography
What do we mean when we say lifestyle photography? It’s the utilization of images that capture people in their everyday lives, as opposed to posing holding a product or a very constructed atmosphere. It’s about showing your products or services in action, portraying how your company and product can truly impact your customers' lives.
Often, the product or service takes a backseat to the aspirational aspects that they ultimately deliver. You can couple this with a tagline, slogan, or CTA. But, all of that is moot if the image itself—which is what will first capture the audience’s eye—doesn’t drive excitement. Doing this right will help humanize your brand.
When people see your products or services being used by real people, it makes your brand seem more relatable and approachable, which builds trust and credibility with consumers. Consumers today have never been more savvy and the BS radar for traditional advertising is at an all time high.
“The BS radar for traditional advertising is at an all time high.”
Lifestyle photography can also help to create a sense of community around your brand. When people see others using products or services that they prefer or aspire to, they're more likely to resonate with a like-minded feeling. This leads to increased brand loyalty and advocacy because, essentially, real people relate to real people.
Tips for how to crush your lifestyle photography
Here are some pro tips for maximizing the impact of lifestyle photography:
The most important element of lifestyle photography is the people. Make sure your images feature real people who are using your products or services in a natural and authentic way.
Tell stories. Use your images to show how your products or services can make a difference in people's lives—with everyday folks in everyday places.
Be consistent. Use consistent photography styles and techniques to create a strong visual identity for your brand and one that becomes instantly recognizable.
Be creative. Don't be afraid to experiment with different angles, lighting, and compositions to create images that are both engaging and visually appealing.
Capture nuance. You must be familiar with the audience and know the small details that speak to them.
Creating connections is about tapping into emotions
The essential ingredient for getting lifestyle photography right—just like every other touchpoint in branding—is knowing your audience. What drives, inspires, and excites them? It's about supporting or solving the needs and desires of the people you’re trying to reach.
Doing so through the effective use of lifestyle photography is simply another way of telling potential customers that you see them and can offer them something that will make their existence better.
