Show Them Who You Are: How Polished Photography is Killing Your Engagement

A lot of social media platforms gained their relevance with photo sharing. Soon after that, marketers flooded the different apps with advertisements. Nowadays users are inundated with flashy ads regardless of the app they’re using. You seriously can’t open Instagram or Facebook without spotting an ad in the first 30 seconds. Users are absolutely tired of the constant perfectly crafted images selling a product to them. So how can your business stay relevant on social media in the current landscape? 

First and foremost, it’s important to recognize that consumers are increasingly wary of the legitimacy of the products being sold on social media. Rightfully so. Anyone and everyone can open an account to immediately start selling nonexistent products and unfortunately, there are many bad apples online. Users are bombarded with ads and sponsored content on a daily basis, and as a result, they have become more discerning about what they choose to engage with. So what do we do? Take worse photos. 

As counter intuitive as it sounds, it’s true. Polished and pretty photography can feel artificial and inauthentic. Perfect photography can trigger the alarm in people’s heads that you are attempting to sell a product or service. In contrast, organic-looking images feel more genuine and relatable, and they can help build a sense of trust and honesty with customers. Authenticity is key. The bullshit metre in our brains is incredibly sensitive these days. 

Organic-looking images can help create a personal connection with your audience. These less polished types of images often have a behind-the-scenes feel to them, giving customers a glimpse into the people and processes behind your brand. Personalities and stories get a chance to shine. This can help create a very important emotional connection with your audience, building a stronger sense of loyalty to your business. On the other hand, polished and pretty photography can feel more sterile and impersonal, giving the impression that your business is yet another faceless organisation that doesn’t care about anything other than the bottom dollar. 

Another advantage of organic-looking images is the shareable nature. Customers are more likely to share images that feel authentic and relatable with their own followers or social circle, which can help spread your brand’s message and reach new audiences in a cost effective and organic way. In contrast, polished and pretty photography can feel like an advertisement, and customers may be less likely to share it with others.

Of course, it’s important to note that there is still a place for polished and pretty photography in some marketing efforts. For example, if you are promoting a high-end product or service, polished and pretty photography may be more effective in conveying a sense of luxury and exclusivity. However, for many businesses, organic-looking images can be just as effective, if not more so, at engaging audiences on social media.

WWhen creating content for your social calendar, put yourself in the shoes of your audience. Would you share that image? Does it make you feel anything? If the answer is no, don’t post it.