Social media is integral for any business that wants to grow in 2021.
90% of Instagram users follow a business profile and 66% of Facebook users say they feel more confident in a brand after messaging them on the platform.
Read on and watch the video above to discover how to capitalise on social media for your business.
Why is social media marketing important for businesses?
From a business perspective you really have nothing to lose – all mainstream social media platforms are free to join and give you the potential to reach new customers while staying in touch with your existing clients (as long as you have a good social media marketing strategy).
How can a small business stand out from the crowd on social media?
With so many users posting on social media, it can be hard to stand out in the feed. One of the best ways to get your brand noticed in amongst the noise on social media is to use the right imagery.
We asked Scott Wigglesworth from Blackfell Photography what imagery businesses should be using on social media to ensure they get the best results.
“It depends on your individual brand and demographic but ultimately it should be relatable to your audience.” Says Scott. “There are lots of indie clothing brands who are taking photos on the streets of Norwich which make the images way more relatable to their target audience compared to those taken in studios.”
Similarly to the messages that you share with your audience on social media, the imagery that goes with those messages should align with the experiences, challenges and preferences of your buyer personas.
“We’re a very visual culture, imagery isn’t just about what’s in the picture – it’s about the story it tells” so make sure your images reflect a story about your brand that your audience can relate to.
Not sure how to do this?
How to create social media imagery
Scott recommends looking at the other brands your associate your business with or the brands that inspire to identify elements you could replicate in your own way.
Consider, is your brand trying to create aspirational or relatable content?
If you are selling luxury clothing, aspirational content can help you reach a demographic of individuals who are willing to pay the high prices to achieve their desired lifestyle.
Or perhaps you are selling a wedding planning service, consider using real-life shots from your portfolio to depict a relatable and achievable image for your audience, therefore improving your social media presence.
Top Tip
“When starting to work with a photographer have a style or an example in mind to give them a starting point to ensure you don’t waste time and money not getting what you want”
Digital marketing comes down to what we see online – so we should make it as strong as possible. Check out our Social Media Marketing Archives for more resources.
Want to know more about marketing your business online?
Frequently Asked Questions
What kind of images work best for social media?
Images that reflect your audience’s lifestyle, values, and challenges tend to perform best. Relatable, real-world imagery (like street or on-location shots) often outperforms staged or overly polished studio photos, especially for smaller or independent brands.
Should my brand use professional photography or phone images?
It depends on your brand identity and goals. If you’re aiming for a premium, aspirational feel, professional photography helps. But for relatable, behind-the-scenes content, high-quality phone shots can work just as well. The key is consistency in style and story.
How do I make my social media images more relatable?
Use visuals that reflect your customers’ real lives, such as settings they recognise, people who look like them, moments they care about. For example, a local clothing brand might show outfits worn on local streets rather than studio backdrops to connect more authentically.
What if I don’t know what visual style suits my brand?
Start by looking at brands you admire or ones your audience follows. Pinpoint the tone and visual traits you like (e.g., minimal, vibrant, raw, polished) and adapt them to your own brand voice. This gives your photographer or designer clear direction too.
How important is storytelling in social media imagery?
Very. Strong images don’t just look good, they tell a story that supports your brand message. Whether you’re showing a product in action or a customer’s success, the visual should reinforce the narrative you want your audience to believe about your brand.
Can the wrong images hurt my social media presence?
Yes. Using off-brand or generic imagery can confuse your audience or make you blend into the noise. If your visuals don’t align with your message or feel disconnected from your audience, they won’t engage, or worse, they’ll scroll past without noticing.
