It is said that the human brain processes visual content 60000 times faster than text contents. 90% of the information processed in the brain is visual. We live in an era where digital marketing is an integral part of our business. Even then we think twice before investing in generating quality content for our marketing need. It’s been almost a decade since I am in the profession of creating visual content. Though time has changed, still a major portion of the market does not give importance to quality content. Evaluation of art is not taught in our schools. Hence, the acumen to differentiate between quality and substandard content is often self-evolved. And only a few manage to do so.
As a professional architectural photographer, I am very closely associated with the Hospitality Industry since the beginning of my career. I have witnessed a rapid shift in marketing strategies in the last few years. When I started working, pictures were primarily used on brochures and other print merchandise. The dotcom revolution created an opportunity to break all the boundaries. Then came the Online Travel Agencies, Online Reviews, Professional bloggers and now the need for maintaining a good presence in Social Media has become very essential to obtain sustainable growth in the market.
So we have a different digital platform to showcase our presence. Does this mean the style of content generation for all these platforms is same? The answer is NO.
The life of photographs for the website and e-brochure lasts long. Generally till next major renovation in the property. Therefore, these images should have a strong visual impact on the viewers’ minds. So strong that it should depict the brand value. These days’ majority of the guests check the website before finalizing the property. Substandard images can break the deal.
As, Photographer, we take special care in creating such content. Be it planning or execution or post-processing, utmost care is taken to deliver the world-class result. Involvement of the Management, Ad agency (if any) is also desirable. Normally such shoots last for 2 to 5 days depending on the size and facilities in the property. Since these are critical shoots and the job of a specialist, one should do proper research before hiring such professionals. Please check the following before hiring.
Go through some of his/her old work and check the following.
On the contrary social media, contents are different. The life of such an image is just for a few days, at times just for one day. Such images are more pictorial and depict the current state of the property. It may be related to a different season, any particular activity, any celebration, wishes, etc. A bit of knowledge related to photography may help you to avoid incurring the cost of hiring a professional photographer. Even if it is required to hire, please look for some local photographer who can come on very short notice and fulfill the task. Since most of these are instant snapshots, you may not need any preparation for taking pictures. Such shoots can be accomplished within one or two hours.
After the website, most of the clients look for social media activities of the property. Since it is an easy way of communication, clients prefer to go through your recent posts and create an impression. Since marketing through social media is one of the most cost-effective ways of promoting your property, it is strongly recommended to maintain a consistent presence.
Visual contents are your virtual assets. Do not hesitate to invest in it. Don’t be a victim of a drive-by content creator. From your perspective, photographs define your brand more than anything else when it comes to advertising. It defines your dedication and professionalism. In the digital era, professionally created quality images are another investment that can be a strength of your property, online as well as on printed merchandise. Do your homework before finalizing a photographer because quality photographs can make or break the deal.