Visual marketing is an integral part of any business strategy. Modern target audiences demand excitement and stimulation if you hope to get their attention. The only question any marketer should be asking is whether the campaign should consist of static images or rolling films. We take a closer look at the differences and benefits of photography vs videography.
Photography
The art of snapping pics is older than the video industry. Capturing a particular moment in time and freezing it forever has sparked imaginations all around the world. It was at one stage the next best thing to being there in real life.
Today, things are a bit different in that you don’t need special equipment to take some lovely photos and everyone can do it by simply pointing their smartphones and pushing a button. The challenge for marketers is to capture images that make their target audience react.
An image should make a person smile, frown, laugh, or ponder the theme which companies hope attracts the customer to their brand.
Pros:
Taking photos is quick, and you can do it with your mobile phone if you don’t have a camera. There’s minimal cost involved, and you don’t need to spend a lot of time snapping pics. It makes it a handy tool for busy marketers with limited resources.
The images are easy to brand and can be edited using various filtering and editing apps, like this one, to tie into the campaign’s theme. Photos make planning a content calendar easier by helping you develop a visual storyboard.
Cons:
Photos don’t engage all the senses as they are one dimensional. The static images limit your storytelling capabilities. It’s also tricky getting the right snap due to external factors such as lighting and shadows. Additionally, pictures don’t work with social media algorithms as videos do, and they can easily get lost in internet space.
Videography
From the offset when moving pictures came into existence, it forever changed the world as we know it. No longer were images just lifeless snaps; the films had moving pictures that could tell a story on their own with a series of reel panes. Marketers now had a novel way to entice and entertain clients.
They could create entire scenarios that would, in the end, reveal the product they’re selling as the hero to save the day. In modern social media campaigns, the same remains true. However, nowadays, marketers have the difficult task of reaching clients through all the media noise.
Pros:
The marketing opportunities for using videos are endless. You can use it to create an entire brand identity for a business through simple storytelling. It allows you to reach more people by adjusting the way the message is conveyed.
Some people like to observe without sound and enjoy reading subtitles. Others prefer to listen while they watch, which can easily be done using video. Marketers can pick and choose the mood and create anything from funny clips to in-depth tutorial videos.
The most significant advantage is that it boosts engagement. People tend to linger when they see a video, but they can swipe by quickly with images.
Cons:
To create decent videos, you need at least an entry-level video camera, which can be pricey. If your production involves people, you’ll most likely need to hire actors to be part of the shoot. The other thing to consider is the location. Unless you’re filming a documentary about your offices, you’ll need a suitable place with enough space and bright lighting.
It’s also a lot more challenging than photos because you have to develop a storyline and put some thought into the message you want it to have. Videography is also time-consuming as it’s unlikely that you’ll manage to get the perfect shot the first time around.
Final Thoughts
Marketing has evolved over the years, with visually prominent promotions being key to a successful branding campaign. Photography is inexpensive and convenient, but it limits the message or story you can tell.
Videography is more versatile with endless storytelling opportunities; however, the equipment is expensive, and the process is cumbersome. Businesses should have a blend of both to target various audiences with different promotions.
