Creating authentic content is a social media must for any business – because let’s face it, anyone scrolling on social can spot a stock image from a mile away. And it’s pretty hard to make a convincing piece of storytelling content when the photo or video isn’t an accurate representation of who you are.
That’s where content captures come in and where you could stand out. Instead of finding stock photos that *could* look like they were at your business, make time for a social content capture. This will allow you to build an authentic collection of photos and videos that are unique to you.
Depending on the complexity of what you’re trying to capture, we recommend setting aside anywhere from 30 minutes to 4 hours for your content capture. Either way, the shoot’s goal is the same: Capture as many photos and/or videos as possible to tell your story. This could include short interviews, photos of your business or office space, photos of team members interacting, and any interesting details in-between.
Content captures for social media are unique because you shouldn’t be looking for perfection. You should be looking for real… like, really real. If someone’s office is decked out in their favorite sports team’s swag, capture that. If your desk is in a state of controlled chaos, and that’s the real you… capture that. Show the story behind it and feature the human side of your business. After all, social media is just a tool. In the end, it’s about making human connections, whether it’s person to person or consumer to business.
Must Haves
There are a few must-haves at every on-location content capture.
First: You need a camera (duh). The camera doesn’t have to be fancy, but you do need someone with an eye for storytelling, a knack for spotting exciting details, and capturing them on the fly.
Second: Your phone is *such* a powerful content creation tool. From voice memos, advanced camera options, and a wide range of apps – there’s really no limit to what you can make. That’s why it’s always a good idea to have your phone in tow to snag supplemental content.
Third: This is so obvious but can often be overlooked. Ask questions and TAKE NOTES! The photo or video is only half of the story; taking notes means you’ll have those much-needed details that fully tell your story.
Capturing Content Virtually
If COVID has forced you to get creative when in-person gatherings (AKA traditional content captures) have been canceled, it’s time to think outside of the box. Now’s the time to lean into technology and begin holding virtual content captures by recording video calls.
Trust us, this will be a game changer. Although you may not be able to get some of the office footage that you would have in an in-person shoot, you will now have the potential to dive deep into the stories behind the business. Get different perspectives by having an interview with your CEO, a loyal employee, or the newest employee. Hearing those stories straight from the source is so powerful.
Once you have your recording, you’ll want to get to work making content from interesting quotes and stories captured on the call. You can use the video footage as is, pull still images, use the audio-only or create a graphic using some of the info shared on the call. Depending on how long your virtual content capture is, you could have weeks or even months of raw footage and info to create into content.
The Difference
These types of content captures are perfect for use on social media. However, it’s worth mentioning that there are a few things that this style of photo and video is not.
It’s not a commercial shoot. You shouldn’t be looking for your co-workers to act or follow a script. Feel free to feature your services or products but again, look for authentic moments and storytelling opportunities. That’s what your fans and followers want to see.
This is not a staged photoshoot. Although I’m sure your co-workers are pretty beautiful, don’t ask them to model or pose while they do their job. Just being beautiful while doing their job is perfect. 😉
Optimize your content for the platform you’re using it on and size those files accordingly. That means take/crop vertical images for Instagram stories, but a horizontal photo will be a better option if you’re capturing content for Twitter.
Whether it’s virtual or in-person, an authentic content capture is the secret to telling your business’s stories and making content that connects. Oops! Guess the secret is out. 🤫