Whereas retail was once a strictly offline business, many companies in the industry would not survive without the internet. Having a good website is, of course, vital to keeping up with your competitors, but it is no longer enough for those looking for ways to appeal to the consumer directly. Whether you’re an entrepreneurial creative looking to dip your toes into the reselling market, or you’re an established brand on the hunt for a wider customer base, social media is essential to becoming a well-rounded, established competitor in the retail industry.
Social media is split into two elements: the visual (images, graphics and videos) and the verbal (text). Depending on which platform you’re working from, you will see a different focus on each of these elements; Instagram, for example, is more image-based, whereas Twitter tends to be the place where users have the opportunity to shine verbally. No matter the platform, though, first and foremost, it’s important to remember that the average social media user prefers a higher percentage of visual than verbal. This is where the importance of good images and videos comes into play.
Why clothing photos?
Social media is a place where users can express themselves, and, in the case of businesses, this doesn’t mean you, the business owner, but rather your business itself. What are your brand’s beliefs? What sets you apart from your competitors? And, most importantly, what can you offer to your customer base? While it’s fine to post the regular graphic and relatable meme and to your business’ account, you really need to see your social channels as a more personal extension to your website, which means sharing images of your products as often as you can without appearing spammy.
Steps to taking the perfect photo
It’s important that your website’s images are professionally photographed, but if you’ve just received some new stock you’re excited about, or you’re simply bored of sharing a stream of uninteresting standard product shots, you might want to give product photography for your social channels a go yourself. If that’s the case, keep reading to learn the top 5 tips for taking great clothing photos for social media:
1. Use a model
If you have a model readily available, the key is to always use them for your clothing shots for social media. This doesn’t mean sourcing out a professional; if you know a friend or family member who you think will look great in your apparel, don’t hesitate to reach out to them. They’ll probably be flattered to be considered, and happy to be featured on your social media channels.
The reason why models are recommended for clothing shots is because clothing looks far more appealing when it’s fulfilling its purpose (i.e. being worn) than it does on the hanger, no matter how fancy you try to get with your styling. Using a model allows for much more versatility in your shots – and you can easily ask them to adjust their pose for a more effective overall result.
2. Experiment with angles
While straight-on shots do the job, you might find that experimenting with angles allows certain aspects of your retail apparel to shine through. Try photographing from different perspectives around the item of clothing to show it off in its best light, focusing on the details and favouring the more flattering angles. When photographing jeans, for example, have your model pose mid-step, with one leg extended in front of the other, to create shape when capturing the shot from behind. Photographing from the level of the jeans, rather than from above or below, should also create them the most flattering final result.
3. Invest in a good-quality camera
With so much competition on social media these days, the unfortunate reality is that a low-quality camera just won’t cut it anymore. You want to make sure your images are clear, fresh and sharp, showing off your clothing as appealingly as possible, and enticing your social media audience to check out what else you have to offer. Most of the latest smartphones have good cameras built into them, but if you want to really stand out, you can invest in a DSLR camera or take a look at our photography gear guide. DSLRs are lower in price and easier to use than ever, making them a viable option for photography novices and professionals alike.
4. Consider your lighting
Your aim is to produce the most visually appealing photos for your social media accounts, so that scrolling through your feed is an enjoyable experience for your customers. Dull, dark photos won’t catch the attention of the average social media user in the way that bright, fresh photos will. Try to photograph your clothes in a bright room with plenty of daylight, or, if you’re using a model, you could take your photographs outside. Editing may also help with adding more freshness to your image, and apps such as Lightroom and Snapseed can enable you to brighten up a duller shot with a few taps of your screen.
5. Get creative
If your customers wanted to see reams and reams of similar, plain-background product shots, they could visit your website. Your social platforms are your opportunity to get a whole lot more creative when it comes to the styling and location of your shoots.
It’s understandable if you want to ensure a cohesiveness from images to image – in fact, being cohesive can work very effectively for a retail brand on social media. This doesn’t mean you can’t switch up your style from time to time, though, and have fun experimenting with shots. This is where using a model really has its advantages: you can incorporate “lifestyle” images into your feed, photographing your model out and about in your local city wearing your brand’s clothing. If you’re short on ideas, take a look at fashion magazines or the social media accounts of the renowned retail brands in the field. There’s no reason why you can’t put your own personal touch on what’s already out there and clearly working effectively.
