Content Photoshoot 101
Ever looked at your Instagram feed and thought ‘I could have taken that picture’? Yep, we used to too! But in reality, a lot of planning has gone into every piece of content that you’re seeing on a brand's social grid.
From ensuring that labels are facing the right way and feature no minor imperfections, to finding the best backgrounds to not distract too much from the product but also ensuring that we have enough variations of content so we can discuss the products multiple times. It’s all a bit of a minefield!
The planning process of a shoot is typically longer than the shoot itself, factoring in storyboarding, creative ideation, edits, prop ordering and model scouting can be time-consuming, so you want to be sure that once you are on the location your time is being used wisely and you are getting as much content as possible.
PRE PLANNING
First things first, when planning a shoot you need to consider what it is exactly that you want to capture. This may sound obvious, but whether this is updated product shots, new items, an updated look and feel or you want to ensure you’re capturing lifestyle content aka showing people actually engaging with your brand or product, determining the end result is where you need to start. It’s also important to remember that you’re shooting for the brand so you need to remember the brand’s main objectives and also keep in mind any trends that you can tap into.
Once this has been decided it’s time to move into mood boarding. Simple things like deciding on colour schemes, finding setups you like the look of and working out how you want your content to look can all be decided at this point.
Once you’re happy with your mood board, use it to help you build out a props list. If you’re shooting cocktails, think of what glassware would work best, the cocktail shaker you will use and what garnishes will really wow your audience. Props vary but always keep in mind the background too. Blankets, cushions, candles and table settings are all things that you can bring both into the main shot as well as using to fill gaps in the background and make the content more on-brand and more realistic.
Take the time to research locations; if this is a house, a studio or just an empty warehouse, be sure to check that the look of the space fits with your mood board and your brand guidelines. Some great places to look are Peerspace and AirBnB - be sure to check the hosts are happy for you to use the location to shoot first though!
ON THE SHOOT
From ensuring you have all your props to working out what backgrounds you want to use when so you have enough variation in your imagery. Once you arrive on-site, start by working out 4-8 key zones where you can get your content.
You will be surprised at how many different backgrounds you can get just by using a kitchen island so be sure to explore different angles. When you’re setting up your shots you can then change props, add tablecloths and place settings or add large objects such as plants into the background to give the shot a completely different look.
Variation is key for ensuring you have enough content. Focus on getting 3-5 variations of styling for each product before you move onto a different background. This means once you are drawing up your content calendars you can use multiple shots of the same product with a cohesive backdrop but your followers will not be looking at the same image every time.
Be sure to review your shot list throughout. Have you got multiple images of the product in different backgrounds? With and without models? While being used? All of these will give you options you can use throughout your social channels. The surroundings of the product will also give you prompts you can work with for your copy so keep these in mind.
It’s okay to move away from the plan! At the end of the day, your shot list and mood boards are a guide. If you’re shooting content and it’s just not working then step away and move on to another set-up. Don’t stick at something if the set-up just isn’t working!
Top tips
In summary, as the Scouts say ‘be prepared’, have enough prop options that you can switch items out. Remember to go with the flow, the content won’t always look how you are imagining in your head and that's okay - the end result will probably turn out to be better anyway! Lastly, keep in mind current trends - we’re not expecting you to know the latest TikTok dance but if you can make a Negroni Sbagliato with Prosecco in it whilst on your shoot, it won’t hurt to do so! (And your crew will love you for it…).
