Yes, I’m still alive, but I’ll be pulling the plug on my wedding site today: www.jhpweddings.com is going to be absorbed into my main portfolio site and the standalone wedding site abandoned.
Yes, I’m still alive, but I’ll be pulling the plug on my wedding site today: www.jhpweddings.com is going to be absorbed into my main portfolio site and the standalone wedding site abandoned.
Here it comes. You down the last cold bit of coffee left in your cup, wipe the crumbs from the slightly stale danish off your tiny little foldable keyboard and look up to the big screen to see what room you’re headed off to for the first breakout session. You have your choice of a, b or c. Each one of them promises another form of minor torture under the guise of getting more content crammed into your head. It’s the panel discussion part of the agenda and while conference organizers around the world have planned and thought this conversation through carefully, perhaps it’s time to try something else.
I get why panel discussions happen and why they are a great idea in theory. As an organizer you get to include a lot more speaker names on the roster and can cover a much wider range of material, which theoretically adds value to attendees and provides your conference material with some depth in specific focus areas.
Why wouldn’t you want more content from more speakers who are experts in their field and ready to have a big, deep, fact-filled conversation in front of you with other experts just like them. How could you not walk away from a session like that feeling energized and more informed than when you walked in?
The problem begins with the format. Everyone sitting up there at what is effectively the head table, is almost always an invited guest. They are usually sitting with their peers and colleagues, or people whom they’d like to network with. Despite having their own insights and individual voices, they will invariably all agree with one another because no one wants to make anyone else look like they said something they shouldn’t have said, or worse, said something that could be seen as disagreeable.
So everyone on the panel will share the same point of view, adding their own personal nuance to it so that by the time the audience has heard from each one they will effectively have heard the same thing told in three or four or five different ways.
The dynamic is one directional as well. Attendees, who may be brimming with ideas they want to share, are basically back at school. And since they can’t really participate usually until the very end, they do what a lot of bored students do these days – and look down at their phones, scribble in their notebooks or work on their laptops while the panel talks to itself up front. And that’s when the room is moderately full providing some modicum of camouflage for the attendees.
In the worst case scenario, the room has marginally more seated attendees than there are panellists, and the conference organizer is sweating trying to draw in more bodies to fulfill their promise to the speakers to provide an audience.
Then there is the room itself. Small, windowless, either too hot or too cold, and usually poorly lit so the speakers are sitting up front under burning pot lights or slightly in shadow. It can be actually visually painful to watch and I can’t tell you how many times I’ve scrutinized the faces of zoned out looking panellists not currently speaking who seem to have completely forgotten that they are sitting in front of a roomful of people who’ve come to watch them and listen to what they have to say.
Ultimately, it just seems like most people are bored. Not because they all aren’t smart and dynamic individuals, with curiosity and interest and the energy and drive to go to and participate in conferences – but because the format of the panel discussion seems to preclude their involvement entirely. Instead of feeling like a conversation you’re a part of, it feels like you’re watching a tv show you can’t change the channel on.
Of course there are exceptions. I’ve seen great panel discussions and heard brilliant people speaking from their big white armchairs on stages around the world. But the vast majority of panel discussions I’ve witnessed, and been hired to photograph and make look highly engaging, just don’t seem to ever get much lift off.
I think it’s time for conference organizers to re-think the panel discussion parts of their agendas. There must be other ways to achieve the desired result of delivering a lot of high value content to a wide mix of professionals without boring them to death in dimly lit rooms.
Why not try a walking tour of the area, or pull everyone around in a circle or a few circles providing content moderators leading conversations on specific topics? Or give attendees some tools and toys to play with and get them doing something physical related to the topics, led by some energetic professional meeting moderators. Maybe the answer is simply to not try to cram so much into the time, but leave a bit more open, loose space with some inspired, thought leaders capable of leading people through some potent ideas related to the conference theme that can be developed over the two or three days the conference group is together.
Or put up a series of thought provoking posters, images, videos or virtual reality stories at stations and make the break out session like a visit to a room in an art gallery with each station providing some insight into the relevant theme of the conference. It would be a little more work to organize, of course, but if even one series of panel discussions could be replaced by a more active, more engaging, more dynamic activity that attendees really could participate in, I think the overall experience would be improved for everyone involved.
At the very least, the photos would be more fun to look at afterwards.
Most event planners do not put lighting very high on their priority list, if at all, but it can make a difference in how the photos and videos from their event will look. While not every event can afford a lighting designer, just considering simple things like whether the room you’ve selected has natural light or not will make a difference in the kind of imagery your event will yield.
This week I covered a talk given by an Olympian gold medal winner, Bruny Surin, hosted by Rio Tinto’s Health & Wellbeing Committee. Amongst the many positive takeaways from the session (which ended with a pounding dance beat and a push up contest), what he had to say about achieving your life’s goals was something that really caught my attention.
So what is life like as a freelance event photographer in Montreal? Well, after surviving February (the most feared month of the year for any freelancer), March has kicked off with a roar. It’s never easy to predict workflow or plan for last minute assignments, but sometimes they can happen fast and furious and the job of a freelancer is to answer the call.
I often receive solicitations by email to work for foreign clients coming into town for an event they are hosting. The type of events range from a few hours of a global sales meeting to full multi-day conferences, and every kind of networking / cocktail / gala / awards reception you can think of in between. I’ve noticed that many of these out-of-country clients work with very specific mandates and shot lists, sensibly, since they are typically the same kind of organizations that mount events worldwide and need to ensure a consistent quality across their global portfolio of events.
Here are some tips to make the process smoother and easier for event planners looking for creative contacts in a city they are unfamiliar with:
As the gig economy continues to colonize an increasing share of the real economy, many more Airbnb hosts are popping up in cities around the world. Many people, myself included, have mixed feelings about Airbnb and similar types of business models. While it creates the opportunity for some people to increase their revenue streams and even make a living off of hosting, it has a social cost that is invariably borne by those less-well off people who still need affordable places to live. Sure they too can benefit from becoming hosts, but not everyone has the flexibility and means to share their space with travellers. And while city regulations and condo building by-laws can also control the spread of room shares, in the end it is a trend that is likely here to stay. So how can the wealth it generates for some help create opportunities for others?
A question I get asked frequently is if I still have a copy of the photos I shot for a client a year or more ago. While sometimes I do, more often than not I’ve deleted all but the few I chose to keep for my portfolio. If you / your company struggles with keeping track of visual assets, you’ll want to read on.
I see a lot of really bad headshots used in corporate presentations, awards ceremonies and on team pages on websites. They are bad in different ways, and range from embarrassing to unintentionally humourous. Some of them are just clearly cropped from a photo the subject submitted themselves, probably in a mad rush to get something in place for an impending deadline. Some are selfies, some are vacation photos (you may look great in a bathing suit but that may not be your best office look) and some just an obviously out of date image.
Apparently, yesterday was the most depressing day of the year (at least for those of us in the Northern hemisphere). Now that that’s done, we can move on and get on with 2018. In a photographer’s world, January is a bit of a funny month. The search for a wedding photographer begins in earnest for 2018 weddings, and event managers start thinking about booking for their upcoming events. A lot of people also may be hitting that 10 year expiration on their headshots and might be thinking it’s time for a new one. (If that’s you btw, you’re in luck – click here to send an email to get early bird notifications for when the Feb 2018 flash sale super-discounted $45/head headshots is taking place. This sale only happens once a year so don’t miss out!).
“Le monde entier est un cactus
Il est impossible de s’assoir
Dans la vie, il y a qu’des cactus
Moi je me pique de le savoir
Aïe aïe aïe, ouille, aïe aïe aïe” – Jacques Dutronc, Les Cactus (1967)
Roughly translated the above passage from Jacques Dutronc’s 1967 hit, “Les Cactus” reads:
The whole world is a cactus
It’s impossible to sit down
In life, there are cacti
I prick myself to find out”
In the next few weeks many of us will have a little downtime and maybe even a chance to rest and relax (hopefully) with the people we love. Many too will be receiving, or treating themselves to, new cameras, drones, or phones and will have a chance to start capturing images with them.
What do you use the photos for?
A question I get asked a lot by people I meet at conferences and events I am covering is “What are the photos for?” Sometimes it’s phrased as “ where do the photos end up?” or “Who are you working for” but the intent is always to understand why I am attending every session, popping up at the front of the room during the keynote and constantly scanning crowds for emotions and reactions, like a security guard on high alert.
Millions of photos get taken every day only to flicker briefly across a small screen then roll down out of sight forever. What makes the images produced by an event photographer any different?
It’s a fair question and deserves a brief response. In person I invariably say I am hired by the organizer to cover the event and leave it at that, but if you are the organizer, it is worthwhile considering exactly what you intend to do with the images.
We need it now
These days there is a demand for very quick turnaround on photos to populate Twitter feeds, Facebook page posts and generate Instagrammable moments. This rapid turnaround on photos requires a quick selection and in-phone edit to get highlights out to a designated contact onsite who then flips the images into targeted posts. Conferences, in particular, benefit from this kind of speedy service. Generating a steady stream of content linked to the presentations and discussions taking place at the conference provides the organizer with a rich social media stream throughout the conference, and leaves behind a trail of moments that can be used, post-conference, to get a broad summary view of the entire event for those unable to attend. This extends the reach of the event, helps promote the next one, and drives traffic to the organizer’s site while it’s happening.
Always online marketing
Another related use of event and conference photography is simply to have a bank of owned, edited, usable images crafted exclusively with your n annual gathering of family physicians or an international host of 5G engineers, your organization will be communicating with attendees – and prospective attendees – throughout the year. Email blasts, blog posts, press releases, Tweets, LinkedIn stories, etc will always need a few good photos to illustrate the content. Regardless of how meaningful or well written your piece is, without images your engagement levels will sink. Being able to draw from a well of images you’ve specifically had shot for you, at your own events, with your own needs in mind means when you are under the gun to get a press release out you have ample images to choose from to help augment your pitch.
Selling the story
Similarly, as over-used as it has become, people respond to stories first. No one really appreciated being sold to, or marketed at – but that same prospect eagerly absorbs a story if it comes with a relevant emotional hook and appeals to something greater than a desperate plea to “Click Here” for the next dopamine hit. Photos that show a real moment shared between attendees at an event tell the story of what to expect clearly and intuitively. Going to conferences or coming out to an industry event has huge potential benefits for a person’s career, professional network and reputation. But the price tag to attend can sometimes be daunting, or more significantly, making the time in a busy schedule can be challenging. A prospective attendee has to feel that it’s going to be worth it and getting him or her to read through any length of text or preview an agenda isn’t going to cut it. They want to speed through a reel of photos from your last event, watch 20-30 seconds of a highlight reel and decide if the location and theme of your upcoming conference is worth their time.
And that’s all just the external facing uses of event photos. Internally images are shared during employee only / team building events. They can be used for documentary purposes just to remember how the room was laid out, or the exact number and placement of screens set up. They are helpful for on boarding new staff who may suddenly find themselves responsible for wrangling crowds of several hundred or even thousands of people. And of course, they can be used in targeted sends to past speakers, sponsors and other key financial contributors to an event to extend and share the same benefits to them.
Photography has become more important than ever in a media-saturated age, and having images that really stand out and make your event look its best are key to the success of future events. In the end, the images become a part of your brand’s story and one of several tools event organizers need to continually develop their market and maintain relevance in an increasingly crowded space.
I’ve been working as a freelance photographer for over fifteen years, starting from humble beginnings to having a pretty thriving practice today with a team of photographers and videographers to help me better serve the growing and changing needs of my expanding clientele.
Despite major technological changes in photography putting a camera in everyone’s hands, event photography has only grown. While there are thousands of photographers around today, there is also a huge and consistently growing need for images that tell stories, communicate brand personality and help event managers reach their audiences.
In the past month alone I and my team have covered fashion shows, balls, multi-day conferences, trade shows, recruitment fairs, graduation ceremonies, business luncheons, unveiling ceremonies, gala events and parties, executive retreats and several fundraiser evenings. It’s been an exhausting yet still exhilarating fall season and it doesn’t look like it’s slowing down any time soon.
Here are some highlight images from this hectic fall season:
Taking a moment to pause and reflect, I think one of the keys to having a successful thriving freelance photography business is keeping the needs of your clients foremost in your mind at all times.
A “client” may be one person, or a team of people, all of whom you as the event or conference photographer are there to serve. The agenda may change, schedules get moved around. You may need to deliver a quick set of select images in real-time, or show up at an ungodly 6:45 am call time for a cold walk outdoors in sub-zero November weather because your client needs you there. It’s all part of the job.
If I had to summarize the most important traits a successful freelance photographer (or any freelancer really) needs it would be the following (and only one really has to do with technical ability):
Getting the gig is of course the most important part of freelancing as a photographer, but once you have it, keeping it going relies more on your personality and how you interact with your client than anything else. Your work has to stand out, but in the end, clients may find you because of your portfolio, but they choose you because of your personality and how you work.
Event photographers are a different breed of photographer than most. Where the product photographer revels in the stillness and controlled quiet of the studio, the event photographer thrives on the noise, the throngs of people, the loud music and dazzling lights. Where the conference photographer studiously captures speakers at their podiums and attendees participating animatedly in workshop and breakout rooms, the event photographer roves, looking for that single instant when a look is shared, a comment made that elicits laughter, a dancer is lost in a moment.
From a client perspective the ideal event photographer captures the full sweep of the event – beauty shots of the spaces, sponsorship elements, ambience, crowd, and importantly intimate candid portraits of individuals.
It is this detail – the event portrait – that truly captures client attention and makes one set of event photos stand out from another. And more and more often, clients are making explicit requests for these kinds of shots because they have an authenticity about them that makes the event look worth attending.
While the event standards are still requirements (speakers or hosts on stage, awards handed out, posed shots holding big cheques, etc.), what clients really love seeing is non-posed images of their guests interacting with each other, having a laugh and sharing an experience.
Without event portraiture, event coverage is merely a documentation of what happened and could easily be done using a phone and an admin level junior staffer tasked with capturing a few highlights. Such an approach would provide a set of images that document the timeline of an event – but it would lack any sense of the people in attendance and the stories they bring with them.
Faces, expressions, the way the light falls in a certain way upon a group of people, the cut of a dress, the head tossed back in laughter – these are the details and moments that define the event as it is experienced by those who attend.
Although the stage action matters, and the sponsorship signs are important to email back to the sponsors, most event goers pay scant attention to these elements. Rather they are looking at each other – at what people are wearing, who is with who, who is in the room they want to meet (or avoid) and how well the layout and design of the space (and schedule) allows for mingling and networking.
Event portraits drive engagement and really make the images captured useful to clients. Many times I’ve seen candid images of people I’ve noticed at events used as headshots or profile pictures – rather than a traditional headshot. The reason I think is obvious: people like the way they look when they are not paying attention to a camera and having fun with other people. Their natural expressions come out and their eyes, and smiles show real emotion and genuine interest that is hard to turn on on-demand when it’s picture day in the office.
When the event is all packed up and the glitter dust swept from the floor, what people are most likely to remember – and react to by sharing or buying a ticket for next year’s event – are photos of themselves, looking good and having a good time. How many table shots do you see people sharing on Facebook? Not too many I’d bet. But a well-shot images of someone captured in a moment when they were genuinely engaged in conversation with someone they found interesting is often a picture people like seeing of themselves.
And isn’t that the goal of having event photos in the first place? To engage your audience, and through them, reach into ever wider and expanding networks of like-minded people to grow the impact of your events? Event portraits are one way to help you achieve that.
When you are meeting with a photographer to discuss an upcoming photoshoot at your office or one of your facilities, using Pinterest boards can quickly bring you and your photographer’s vision for the shoot into alignment.
When I meet with a client to discuss an in-office corporate portrait session, or plan out a day-in-the life type shoot where the aim is to build up a bank of customized (client owned) stock photos, I often find creating and sharing a “Secret Board” on Pinterest is a useful tool.
From a photographer’s point of view the method helps stimulate ideas and allows you to show both your experience and skills in collaborating with your client. From a client perspective, the method can help generate concepts and be an easy way to share the vision for the shoot with everyone else in the company who needs to get on board.
Why not just use your own portfolio? Of course you can add some of your own images to the mix, but by the time you are having a client meeting, odds are your client has already viewed your portfolio or you’ve been recommended to them and they assume you have the skills to do the work you are being asked to do. Using images from your body of work that are relevant to the kind of photoshoot you are planning won’t hurt – but by sharing a “Secret Board” with your client and inviting them to collaborate on it you help ensure stronger engagement from your client and give him or her the opportunity to collaborate creatively in the planning sessions – which is actually a fun part of the project. You can also include a broad range of images – some of which may just be there as a means of showing what is possible, or to get people’s creative juices flowing.
The success of an in-office photo shoot relies in good communication.
As a photographer, your job is to walk your client through a typical shoot: How long will you need for set up? Where are the best places in the office to do the shoot? What should people wear? When will they receive their photos and what’s included in delivery? And of course, how much will it cost?
Your client, meanwhile, has the double task of meeting and coordinating with you but also communicating to the employees being photographed everything you’ve explained about the shoot and more. They will need to coordinate schedules (no small feat), and send reminder-“Tomorrow is photo day!”-type emails to employees much like the notes parents get on the eve of school photo day. (This is surprisingly important: you’d be surprised at how many professionals I’ve had to photograph in morning shifts who show up unshaven, unrested and with a look of dazed confusion claiming they forgot it was photo day).
One very useful way for the client responsible for coordinating the shoot to communicate with the staff being photographed is to share with them a set of images setting the vision for what they are trying to achieve. If you create a board in Pinterest, then (ideally) gather up the employees for a brief meeting with the board projected on the wall you can quickly bring everyone onto the same page (literally). Again, this becomes another opportunity for engagement and collaboration and can be done with or without the photographer being present. It can also help mitigate nervousness about the upcoming shoot and provide context for why it is important.
In portraits especially when dealing with non-professional models (ie most of us), people actually appreciate being told what to do, how to stand, where to look and what to wear. All people think in terms of narratives. If you can show your employees where the photos being taken will fit into a story – “we’re using this photo for the header image on our careers page to show people what it’s like working here”, it helps them understand their role and also alleviates their self-consciousness.
In corporate photography you have to think about what the photo will be used for, and how well it communicates the firms’ brand and culture. A conservative lawyer’s office is not likely to have their team stand out in the street in front of a graffiti covered brick wall for their team photo (which an ad agency may well consider as a great backdrop). You can be creative with the looks you try to achieve but in the end, what matters most is whether or not the photos help – or distract – from their core purpose.
Using Pinterest boards to discover, curate and share visual ideas with everyone involved in an upcoming photoshoot helps make photo day a success. The people in the photographs are likely to enjoy the process more, and the marketing or communications team is more likely to end up with images they expect and will be able to use for their intended purpose.
Give it a try. Create a free account on Pinterest and start pinning. When you’re done you can just delete the board or keep it if you think it will be helpful again. (Just be forewarned – Pinterest can be slightly addictive and you may wind up like me creating boards to match all your interests like reading, cooking, travelling, freelancing, etc, etc…)
Whether you are redoing your website to give it a new look and feel, or launching a new one, you will need photos. You’ll probably need lots of other things too, like video, and good strong copy, forms and quick action buttons to let your customers reach you directly or submit their briefs to you, but it is extremely unlikely you’ll even have customers if your website is not engaging and attractive enough to draw them to you in the first place.
Building up a library of your own stock images is a useful project that should be done at least once a year, if not seasonally depending on the kind of business you are in.
Booking a photographer for a day makes a lot of economic sense too. You usually benefit from a better rate than straight hourly, and you may be surprised at how much photography output one well-planned day can result in.
I receive mandates to produce in-house stock photography frequently. Sometimes from brands wishing to generate a huge volume of imagery that they can then drip out over a number of marketing campaigns, and more often directly from businesses themselves, who book me to shoot mock meetings, beauty shots of their factories or venues, product and people at work (day in the life) type photos. Once onsite I may also get asked to grab a few headshots or team photos as well. In a single day of shooting you can conceivably get your entire staff photographed, in their respective teams as well as individually, and generate a few hundred around the office or shop floor shots that can be used for any number of things beyond your own website.
Social media channels, Instagram, Pinterest, LinkedIn, Facebook being the main ones, all have ferocious appetites for constantly refreshed content. A good photo with a caption can tell a piece of your story, one image at a time, and keep the content pipeline full.
Your company may also be featured in a trade magazine, or be asked to present at an industry event. You’ll need updated fresh images for that too.
Or you may be going through an internal transformation, with a lot of new hires who need to be added to the team section on your site.
While photo stock libraries can help in a pinch, what you wind up with is a website or other marketing product that looks a lot like everyone else’s who went to look for the same kinds of stock photos you were searching for:
Whatever your particular need, I can assure you there are hundreds, if not thousands of other companies looking for more or less the same kinds of images. The result, of course, is that you end up with the same (or very similar images) and wind up with a very generic looking website that tells nothing about the uniqueness of your company.
Hiring your own photographer and working with him or her to develop a creative shot list of your own people, products, office space/manufacturing environment is not only far more useful and adaptable to your needs — it is probably cheaper too.
Stock images come with costs for licensing and the better ones can be fairly restrictive.
Of course you can choose to go for free versions from sites like Unsplash or Creative Commons platforms where photographers give away some of their images in the hopes of growing their fame or getting recognized (good luck with that). But even these sites suffer from the same generic images that are not really specific to your company, your brand, your people, your story. In the end, you may have a gorgeous full screen image that says nothing at all about what your company does, makes, sells or offers and in a second your visitor is already bouncing off to look at more pretty pictures without having clicked through to you.
The fall is a very good time to start planning for your next calendar year. Look ahead and start thinking about booking a photographer for January or February (often slow business months which translates into fewer on-site work disruptions). Alternatively, mid-June or July can be good months to capture images inside and outside your office and your staff tends to look a little healthier around that time of year too.
Building up an image library is an investment in a digital asset that all companies need – regardless of industry. I can think of very few firms who do not have need of some kind of professional photography for their websites, marketing materials, social channels and trade publications. Make it part of the annual marketing calendar of activities and you’ll never have to scramble again for a usable headshot of your new VP who’s just been asked to speak at a conference.
Anyone can take a very good photo today, whether it’s to update a headshot for a new LinkedIn profile, or capture some snaps for a company event. If you are running any kind of event for your company one of the ways planners look to contain costs or reduce the budget is to use a (usually junior) staffer to document the event rather than hire out to a professional. Depending on the size of the event and the ultimate purpose for the photos, this can certainly save costs and is worth doing, especially if your internal resource is interested in photography and really wants the added responsibility.
But…there a few things to consider before asking your graphic artist or comms coordinator to cover an event you are hosting or a conference you’re running.
DIY photographers are a part of the industry and no professional ever got to where they are today without having started somewhere. If you have budding photographers on your team (and want to encourage their hobby which may result in them eventually leaving your employ) then there is no problem letting them loose at your next company event.
But if you are serving a specific market, and the images from your company events are part of what your clients uses to evaluate your business, think twice. All content produced today scores higher in engagement and ultimately is more effective when paired with strong visuals. Whether you sell access to events or simply want to present your company and its culture to prospective recruits, having a solid bank of quality photos to choose from for your next recruitment or ad campaign, trade show attendance, blog/Facebook/Instagram/LinkedIn post, newsletter, etc will have an impact. Nothing kills a piece of good content like a dud photo or an ineffective image.
Don’t let short-sighted thinking limit your ability to deliver on what your company needs to achieve to ostensibly save a few bucks. In the end, it may wind up costing you a lot more than you anticipated.
I love this time of year. Montreal is blessed with four very distinct seasons, if not of equal length (think 3 months of summer, 6 months of winter, 2 months and three weeks of fall, 1 week of spring). The weather turns cool very quickly, and overnight fall has arrived bringing with it, strangely as it heralds the advent of winter, a bustling, busy sense of growth and renewal as people go back to work after the summer holidays, and students of all ages head back to school.
Even if your work life is not that different from summer to fall, there is still a strong feeling of change in the air that has an effect on your psychology.
In photography, the autumn is a busy time. It is when many professional services firms do their recruitment campaigns, grooming their selected graduates for roles as accountants or lawyers, and the start of many companies year end events. As well, given the high number of universities in Montreal and related services and companies, there are many networking events, product launches and mixers aimed at helping people make new connections and build their networks.
As the leaves soon begin to change, the fall foliage provides abundant and gorgeous backdrops for outdoor portrait sessions, whether you are getting engaged, starting a new job and looking for a modern non-conventional headshot, or gathering with your extended family for Thanksgiving.
What’s really happening at influencer marketing events
I was recently hired to cover a blogger / influencer meet up in the fashion and beauty market. More and more often I find myself working these kinds of try-vertising, experiential marketing influencer party gigs where a brand (or their ad or public relations firm) sets up some kind of lively cocktail or after work drinks / dinner event for a curated list of local bloggers, Instagrammers and YouTubers who have a large enough following in both the target city and target audience for the product to hopefully generate some online love.
Influencer marketing 101
Consumer products by and large dominate these kinds of influencer marketing events. I’ve covered lots of events for credit card companies targeting lifestyle & foodie bloggers; various alcoholic beverages; health and wellness; and fashion and beauty. With the immediacy and simplicity of images, Instagram and bloggers still tend to dominate the invitation list.
These categories all tend to have influencers who skew younger (under 30), the vast majority of whom are good looking women showcasing products either by wearing them, applying them or illustrating their use in simple how-to tutorial videos.
Often, but not always, the events are scheduled on or around bigger event weekends in Montreal, like Osheaga (in this case) or Grand Prix. The idea being that the posts, Instagram photos/stories and Snapchats bubble up into streams coalescing with the main event theme, garnering greater lift and impact on a wider audience for an instant in time, in these ephemeral social media. The invitees tend to have followings between 5000-10,000+ and are what would be qualified as micro influencers, or niche players, in line with the nature of these targeted, localized events.
In addition to events, brands increasingly crowdsource images through aggregator sites like Flashstock or Social Native, offering usually no more than $50/post for imagery that either shows the brand in some creative context, or captures a feeling, vibe or look a brand is going for with posts marked up with the designated tags and keywords provided by the brand.
As marketers, the challenge is to leverage these influencers and induce them to effectively tout their brands and products, either in exchange for paid sponsorship deals (rare unless you have a large and engaged following of 100k or more), or simply for a chance to meet other bloggers and influencers, quaff some free booze and sushi and get their ego stroke for being considered important and influential enough to be chosen and invited to one of these events.
A look behind the curtain…
As a documenter of these events, I’m paid to provide the behind-the-scenes look at what’s happening. Increasingly (and somewhat depressingly) my shot list includes taking pictures of people taking pictures of food, products, each other or themselves. My photos are also pumped into the hashtag cloud as I send out batches to my clients mid-way through events, and often to attendees who turn them around in no time and put them out on their streams.
A typical scene in one if these events would be a brief and lively staged moment – posing in front of a banner, for example, or using / applying the product in some way, which will be fully documented by everyone else in the room with their phones and me with my somewhat larger and bulkier pro-gear. These “insta-moments” are then immediately followed by everyone tucking their heads down, staring into their phones, tapping madly away. The entire event is punctuated by these “real life” interactions, followed by immediate dissection, dissemination and distribution through the myriad personal channels of the influencers in the room. It gets even more exciting as they post and repost each other’s work, with the brand itself kicking in and reposting each other’s work. For anyone watching what’s happening online it looks like a wild and crazy party with good looking (mostly women) having the time of their lives. From inside those rooms, however, it’s usually just a lot of stage-managed scenes, photo set ups and heads down staring at phones.
Despite the obvious artificiality of most of the content published as a result of these events, no body seems to mind at all. It seems that most influencers are ready and willing to use a brand’s designated hashtags and effectively create mini-ads for brands and marketers in exchange for what I can only assume is the hope that the brand will in turn push out their posts and create a kind of mutually reinforcing network. The followers of these influencers presumably don’t know or don’t care that the posts are being generated to effectively feed pseudo ads into their feeds bypassing their ad-blockers, and the content tsunami continues.
Does it pay off for Influencers?
Having a rather dismal following on my own Instagram account (@ursomebody) I asked a few invitees to a recent event for a colourful hair chalk aptly named ColorPop, about their experiences on Instagram.
Instagrammer and Spanish and art teacher, Carolina Castillo (@carolina.arts), creates collagist images on Instagram setting herself (often her feet!) up against colourful backdrops – usually painted walls and murals. The effect is often cleverly artistic and sumptuously colourful.
“I started with a blog in Spanish called: Arteando con Carolina, www.arteandoconcarolina.com , then a latin website, Hispano Montreal, contacted me to repost my articles. Since then I have been writing and taking photos around the city. Instagram and Facebook came later and I love posting though these media channels.”
Colourful images are part of my identity. You will always find an explosion of colours in my feed. My obsession is walls. I hunt all the walls and murals possible. I also notice that people respond more actively when I am in my photos than when I post an image without me.”
Another Instagrammer, Jacqui Pogue, a makeup artist (@jacquibeauty) leverages Instagram stories (which is a blatant grab at Snapchat’s user base) to reach her audience, sharing snippets of her day at work and play, thematically linked to makeup and beauty. She also populates her account with images of herself at events, interspersed with beauty shots of her in vacation like settings.
Both Carolina and Jacqui said that Instagram helps them find clients, or rather, that clients find them through Instagram and then connect directly with them or access their blogs via the links in their profiles.
While it may not be possible (for most) to earn a full time living being – or trying to become – an influencer, it is certainly a good way to explore and develop one’s passion in a public-facing way that can tie you into communities of like-minded people, and bring you into contact with companies and brands producing products that you and your growing cohort of followers might like. And if you get big and influential enough, you at least get invited to a lot of parties, get wined and dine, and usually go home with a bag full of swag.
Think small, think local but dream big
It is especially hard for smaller brands and upstart creators to get their products and stories told to a wide enough audience to make an impact. Leveraging local influencers that you find online by some simple Googling, and conducting Instagram searches around relevant keywords and hashtags to your business can be a way for smaller brands or start ups (or big companies launching new smaller brands) to find and reach an audience somewhat organically. A few hours in a rented room on Breather, a handful of influencers, some sushi and a few bottles of bubbly (+ a professional photographer of course=) are all it takes to get something started.