Many companies think they are buying “a photo shoot”. In reality, a well-planned photo report is an image library that can feed your communication for months: website, LinkedIn, press, brochure, recruitment, Google profile, social media. It has to be prepared for that, though. Here is how to turn a photo shoot into content for all your channels, and what to plan before the shoot.
One shoot, many uses
Every channel has its constraints of format, framing and quality. If they are known before the shoot, a single session is enough for all of them; otherwise you find out too late that the image you love does not fit the format you need. Our article “One shoot, 30 pieces of content” does the same exercise for video; this one focuses on photography.
Think about the uses before shooting
- Frame wide and keep some air. A wide shot can be cropped to vertical, square or banner; the reverse is impossible.
- Shoot horizontal and vertical. Most social networks and stories ask for vertical.
- Plan space for text. A deliberately calm part of the image lets you add a headline.
- Vary the scales. Wide, medium, portrait, detail: each channel needs one of them.
- Create sets. One strong image and several variants for a carousel or a page.
Formats by channel
| Channel | Format and framing | To plan for |
|---|---|---|
| Website | Wide horizontal, about 2,000 px on the long side, compressed | A strong image at the top of the page, alt text |
| Horizontal, square or vertical depending on the post | Faces readable even when small | |
| Press | High definition, caption, photo credit | Press kit and clear usage rights |
| Brochure, print | High resolution suited to the printed size | Margins and text areas |
| Recruitment | Portraits and real work scenes | Employee consent |
| Google profile | Premises, team, products | Follow the platform’s guidelines and keep it fresh |
| Social media | Square, 4:5 or 9:16 | Vertical framing planned on set |
| Newsletter | Moderate width, light file | Limited weight |
From selection to delivery
- Sort. A session produces many images: keep the best, by theme and by use.
- Retouch consistently. The same colour and light treatment across the whole set.
- Export by format. Web, print, social: an export suited to each use rather than a single file.
- Name, caption, file. To find the missing image in ten seconds.
- Clarify the rights. What you can do with the images, where and for how long, should be in the quote or contract.
Keeping the library going
A shoot is worth more when it is part of a sequence: one set of images today, more in three months, more in the autumn. You build an image library kept up to date at the pace of your company. See also the six types of photos every business needs and the twelve moments of the year not to miss.
To remember. Before ordering a shoot, list the channels where you will use the images. The right shoot is the one designed for them, not the one that looks best in isolation. Our approach is on the business photography page.
A shoot to get more from?
Tell us where you will publish your images: we prepare the session and the exports accordingly.