Find below How to Use Images for your Business – Best tips from Getty Images. Brought to you by MAU. Digital Marketing Specialist at eDigital


Today, I would like to share with YOU a conversation I had with Svetlana Zhukova Head of Marketing at Getty Images Australia who very kindly talked to me about visual marketing trends and tips and the power of images in general.

Mauricio: Why optimising the use of images for Marketing?

Svetlana: Today we’re in an all-consuming visual interchange, where visuals rule as the language of the 21st century. Photos, graphics and videos are now integral to our daily life, led by smartphones, and fuelled by the changing way we consume and interact with media. The main catalysts for change have come through social sites and apps like Pinterest where consumers spare time endlessly scrolling and browsing photos and videos.

As a result, expectations for how images look has shifted, and consumers now seek out authenticity in images, by way of photos that feel real, relatable and regional. Brands and content marketers globally are taking note. Campaigns are becoming more authentic and real, “street casting” is used more often (as opposed to hiring professional models) and more photographers are shooting with a reportage-style candid aesthetic. But what does this mean for brand imagery?

Mauricio: What tips would you give to business owners, marketers and social media managers who normally need to use visuals on a daily basis?

Svetlana: Here are my top tips…

Choose the right image shape

Your customers are looking at you on their mobile phones and tablets, so your imagery needs to work in that format – the square image has been championed by Instagram whereas the more recent trend is towards images cropped to a letterbox format (2.39:1). The elongated panoramic offers a new angle on stories that are told often.

Mauricio: there is also a trend of vertical images that fit mobile phones and social media platforms such as Pinterest so it is important to also ensure you have vertical images for key social media channels.

yellow venetian mask australian woman shaved head looking down white caucasian girl confest 2015 mauricio mar photography

Panoramic image  fit great for wide width website pages.  Photo: Mauricio Mar

image radios optimisation cinematic traditional wide classical 2-39-1

Image radio comparison 2.39:1 16:9 4:3 1.85:1

Relax your style

Your customers are looking at hundreds (possibly thousands – there is no true irrefutable research) of images a day on their social media feeds. The look of user-generated content is more relaxed and has not been professionally set up, so the mobile phone snapshot aesthetic is the style that feels comfortable. This is what your customers enjoy looking at.

Use everyday people

Your customers are spending time looking at viral videos and images that feature the everyday. As a result, all this user-generated content has broadened the appeal of individual, interesting, diverse people in images.

Favour the story over perfection

An image that tells an engaging story or is visually appealing will have more impact than an image that is technically perfect. Modern audiences forgive blur, flare and aberrations in favour of authenticity.

Try first-person point of view

Mobile technology has enabled a more intimate view of everyday life. As camera technology has become more portable and also wearable (think GoPro), new viewpoints are engaging our attention. The first person point of view brings more emotion and feeling to the moment.


was brought to you by…

MAU. award winning digital marketing specialist at eDigital Agency

Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO Consultant, StartUp Investor, Writer, Speaker. 15+ years optimising some of Australia’s top brands. MAU.trains marketers via Strategy Workshops & Training Sessions inc his popular Digital Marketing Plan & Social Media Plan templates. MAU. enjoys football, latin music & hiking while teaching Digital Marketing or completing creative photography briefs and conceptual photography assignments. Subscribe to MAU.’s e-newsletter connect on LinkedIn Instagram Facebook

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