How to Build Your Brand with Powerful Product Images and Campaign Media

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Product media.

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You don't need to be a professional photographer.

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When John and I rolled up our little basket site, just for the examples,

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we bought a soft box on Amazon.

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What was that, 50 bucks?

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Yeah.

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It was a little like I think 25 inch by 25 inch box that has a l e D light on top and

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you crank it up and the whole thing glows.

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then you can do different backgrounds.

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I don't know.

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I think they came out great.

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the lifestyle ones.

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That was Aaron.

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Yeah, that one.

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He put those in his living room.

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Can you go to the product page?

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Yeah.

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How do I do that?

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I think these are all his, but mine looked pretty much identical to that.

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Like it looked just like that.

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And y'all, this is an Amazon soft box that comes with the lighting in John's iPhone?

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Yeah.

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And Aaron did.

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The guy who runs our Amazon channel for us, he did the same thing.

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it's.

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Amazon purchase lighting and his iPhone.

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So I'm not telling you that these are the greatest images in the whole world.

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I'm just telling you that it's possible.

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Your smartphone iPhones and Samsung galaxies specifically do really

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well use a plain white background.

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You can buy a plain white background.

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the backdrops on Amazon, they're about a hundred bucks.

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If you get the whole T frame, if you don't, it's like $20 just

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for the paper that you tape up.

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And just as a side note on Amazon with those pictures, This last year

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we've sold $16,000 for the baskets.

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Yeah, A little bit more.

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I mean, there's a testament like, we're not just saying like,

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Hey, you can kind of get, it can work like it worked pretty well.

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just as a, a proof of concept it was kind of our like, well, we don't

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know what we're doing, so we threw it in the white box and all of a

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sudden it was like, it was great.

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But we've seen a lot of our clients do it.

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Yep.

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Nia says I have several types of soft boxes and the, and the best

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picks end up being poster board and foam core and natural light.

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That's really good to know.

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Thank you for that.

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Nia.

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Wanda says Replica surfaces has great backdrops and has a ton of how-to videos.

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That's awesome.

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You'll notice here that we say use daylight as your lighting.

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This is Yvonne's note.

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Who does really well with photography?

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You don't need to go out and buy a bunch of lighting or a bunch of lights

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as long as you have the ability.

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No, you gotta time it, but as long as you have the ability to capture that

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natural light Don't zoom in it Pixelates, don't use Splash because it reflects

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and then edit the photos if you can.

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If you can't, it's cheap.

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Go to fiber.

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There's a billion people on fiber.

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I bet you there are more people on fiber offering image editing services

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than any other single service.

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It's like what fiber was built for.

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Just know that this is available and accessible to you.

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I just found this, tool today when I was doing the search and they just offer

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bundles, like you can open the prices.

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It's like 40 bucks for a hundred pictures or something like that.

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And they will amazing.

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Change the color.

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They will do like everything you, you can open Yeah, as a

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pricing order, how it works too.

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So they remove the background, they change the color of the product, they do whatever

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it takes and you can scroll below.

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I believe there is bundles.

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Yeah.

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Yeah.

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There you go.

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That's awesome.

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That's super cool.

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Yeah.

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So like four box per image.

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This is decent.

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Yeah.

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Y'all, I know this is tedious and annoying.

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It's important you don't wanna drive traffic to a

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product that people can't see.

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You especially want people to be able to see details, features

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the image that tells the story.

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and I've had this experience, I think we all have, even though the

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description says the thing does what it does, I need to see it.

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I need to see it because that's going to connect those dots for, for me.

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So if you have, images that are sparse or that don't necessarily explain everything,

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or don't show texture, don't show some of the functionality, I think you're

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putting yourself at a disadvantage.

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Can I share a a site too?

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This is one of our clients.

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and this is someone that I think does it really well.

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he was actually on our first three X Shopify calls, our guest speaker.

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This one is obviously, kind of a beginning hero image of lifestyle image.

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This is, The pictures that they take at their house, so they don't

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have a professional photographer.

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The, one of the owners she actually does all these imagery herself and

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sends it to her daughter to edit them.

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looks amazing.

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Like you're looking at these things, you're like, wow, these are great imagery.

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There's a theme, something that, when I hover over, there's lifestyle images here.

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These are actual real customers.

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But.

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It looks amazing, but when you think about it, it's not that hard.

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they took some I'm not sure exactly what that I forgot the, what they

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call that plant, but they just filled off a couple rose pedals, set it

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aside, put it in on their table, then snapped a picture of it and sent it

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off for just kind of color matching.

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But you can see that this is done really, really well.

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Like you feel confident in ordering from this place.

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And that's what's interesting is everyone here has been to the site.

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Been to a site where they look at and they're like, ah, I don't know if this is

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like a lot of thought into this company, when you look at this one, they stack some

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boxes and then they took a picture of it.

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But there's, you know, there's shadows there.

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Not everything's perfect.

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Some images are too small to read, but it doesn't matter.

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It looks good.

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And that's where people look and, and you look at this and

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you're like, it's colorful.

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And it looks like they put this in water.

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And then took a picture of it.

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Not difficult stuff.

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You're not having, a, a $50,000 photographer come in and, and

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fly you to Bermuda and put it on a beach , and just, cut.

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Getting creative with the imagery goes a long way.

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And in a show of hands or anything at the thumbs up or thumbs down, looking

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at this imagery here, anybody feel comfortable buying one of these products?

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They look like they put some effort and some thought and

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some quality into their imagery.

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That makes you feel comfortable by giving them your money.

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And if there's anybody here that says, no, don't like it because

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of imagery, I'd like to know that.

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I really would.

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Don't be shy.

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It's not gonna be like, you're wrong.

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I really wanna know that.

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Because I'm not a very creative person.

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I'm a data-driven person, as you probably all can imagine.

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But this looks good to me.

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I'm like, yeah, that this, this took some care.

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I think that these people care about their products.

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That's what this tells me.

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Mm-hmm.

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They are proud and that they care about their products.

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So just wanted to give that as an example.

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It's not super difficult.

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But it is, it is something that I think, in my opinion, needs to be done.

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If you're gonna spend $200 on a four pack of shampoos, you want them to look good.

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I think you hit the nail in the head, man.

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When you said inspire confidence.

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Mm-hmm.

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People wanna be confident.

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Couple of good pro tips.

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Don says that Sunna creates photos for $39 a pick.

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If you wanna outsource photography, that seems worth it, depending

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on how many products you have.

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That's awesome.

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Marianna says, do you have recommended image size for

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Shopify products for the carousel?

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I don't like to upload images that are too big because the site speed,

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but they need to look good zoomed in.

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Is there a sweet spot?

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I don't know the answer to that.

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Yvonne, do you have any strong knee jerk?

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I mean, it kind of depends on the theme, right?

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Thousand by thousand usually goes good.

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is good enough.

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Because if you will have 500 by, it'll look good on, but once you

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open that, it'll still be small.

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the majority of the sites using a.

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2000 pixel wide screens, not sites, users, they use 2000

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wide, so it's 1920, I believe.

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so a thousand will have half of your screen once you open the image.

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So that's, that's decent.

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If you will see that you lose quality, you can scale it up, not that image that

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you scale down, not the original one.

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You could just use like 12, 1200 for example.

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And Robin, I do 72.

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Tamika just said the value of the content covered in this course is immeasurable.

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This course is worth the investment.

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Thank you.

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Tamika.

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F fives Ivonne.

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I said 72 d p I just cuz.

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Three hundreds print.

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Ready?

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Would you agree?

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Yeah, absolutely.

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It's like the standard for web is always 72.

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Mm-hmm.

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So for like auto editing, you will have 300 DPI and et cetera, et cetera.

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But for web, it's always 72.

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Nia is saying that she disables the Zoom and her product images.

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I think it depends on the product.

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I think certain products, like, if you have a, wool sweater for

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instance, I really like to see the texture on something like that.

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But if you're still in a bottle of perfume, I don't think it's necessary.

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Savita says how many pictures per product is recommended or is optimal?

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We, yeah, we'll have them in the case studies.

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I sure mention type person.

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Correct.

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Yeah.

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We've got some solid case studies, Savita that will include that as well.

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Yeah.

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You see like there are some examples that discuss maybe you will be able

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to open some of websites use not only images in the preview but also video

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like a give and they upload this so you see like image and below you see like.

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Person moving in the spa or whatever.

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So it gives you a, billion on the product better and yeah, you will

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be able to share it later on.

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Usually it's about like 7, 5, 7.

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This is like a good amount.

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It's not much next to few depends of how interesting is the problem because

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there is nothing interested about a coin.

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If you'll take like 10 images that there is two sides, that's it.

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Some said the same thing.

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No more than seven product images depending on research

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and human psychology.

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I agree with that.

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I think, five to seven is a really good, sweet spot.

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I read a case study recently that was really interesting.

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There was an article from Time Magazine that said that a human being has less

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of an attention span than a goldfish.

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A goldfish has an eight second attention span, and a human has

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a seven second attention span, which automatically is depressing.

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But what they started to do is somebody, and

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I wish I could remember who it was so I could cite them properly.

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But they started to play with how to improve or increase somebody's

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time on site or attention on site.

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And one of the things is what Avania said, if there's any motion.

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In your gallery, if there's any motion, it kind of resets that clock briefly

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and so you get another couple of seconds outta somebody because they're gonna

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take the same, you have seven seconds for them to qualify you as a solution

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potentially when they land on the page.

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But if you can show them motion, so a a gift or a video, that motion

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will be its own seven second clock.

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And so you can, double the potential time on site by providing motion now.

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Here's where things get interesting.

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I don't anticipate that lasting forever.

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What ends up happening in the realm of digital marketing is the new thing,

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becomes the ubiquitous truth, and then we all back into it because we're used to it.

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So there was this old HubSpot statistic that used Infuriate me.

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They said that if you use the word watch and the subject line, it

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increases your open rate by X percent.

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Well, that only works until everybody does it.

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And then we're all used to that.

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Term being used.

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So be careful about some of these pro-tip.

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But I do think that using videos and, gifts, especially those that can play

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automatically, any amount of emotion on that page can be really helpful.

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Square has a photo studio, which is great.

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That's awesome.

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Good link for that, Wanda.

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Thank you.

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does two body size images small and plus size.

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Seven on one product or seven for each.

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I think if it's the same product, Robin and the sizes are changing,

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I think you can have seven total.

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That's my soft opinion.

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John?

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Agree, disagree?

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Yeah.

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I mean, I've never seen a measurable impact on too many images.

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Yeah.

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if you're getting greats and you have, front side back on people, off people,

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whatever it may be I say that, air to the more, more images than less.

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But again, I would say that I haven't seen, a person that has

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a slideshow with tons of images that hasn't worked comes to mind.

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They have a lot of lifestyle images and product images on their

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pages and it works really well.

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It's 4% EZ for going on two years now.

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oh, he was just in a Netflix movie.

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, what was it?

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Avan?

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He was in uh, Army of the Nets.

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Army of the Dead.

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Yeah.

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his hat was featured there.

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I like to think that we got him, that it was all us.

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Yeah, no, I'll share my screen here.

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This is a company called Who We Market for, and they have a That is cool here.

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And, and what we saw was using live chat people were saying, can

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I open my beer on these notches?

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And that was the common misconception because there was hats out there that

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have beer bottle openers on their hat, and you can pop open a beer on them.

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And so what we did is he created this image here, and this is

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what their value proposition is.

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It doesn't interfere with your sunglasses.

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And so using a close above the.

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To show that it's leather stitched and showing the functionality

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of it was really cool.

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So that when you looked at their main product image, you could

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see the sunglasses and the hat.

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it was driven towards people that are like outdoors and more tactical type of people.

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And so like hunters and shooters had have to wear safety glasses, they

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use these hats right here so that it doesn't interfere with their glasses.

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But again, it was just a lot of imagery to explain the features was something

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that that helped a lot in their business.

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So if you have a product that takes a little bit more

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explanation, pictures are great.

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again, like I said with, same thing with Google is, , we want to

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speak to these people on a lower level initially just because they

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might be half paying attention.

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So a picture showing, here's how this works.

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Oh, okay, now I got it.

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It was surprising how many people didn't know that.

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What's that?

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That's my next slide.

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lifestyle images, critical prerequisite for smart shopping, and

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I wanna explain that just briefly.

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Smart shopping it's outbound, so if somebody's searching for a product,

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they know what they're searching for.

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I think it was Robin that I picked on previously.

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Robin had like a bath bomb or something that if I'm searching for

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bath bombs, it made a ton of sense.

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But if I just saw this image in a display ad somewhere, it looked like a germ

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or like a disease, like it was spiky and, and I had no idea what it was.

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And you wanna make sure that you've got like, I don't know what mom

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with little kid in the bath about to drop in the bath bomb or whatever.

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you wanna contextualize the product, even if they know what it is.

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They're not in the zone looking for it.

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This is outbound.

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So we need to capture their attention.

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And I say this all the time, y'all will hear me say it at nauseum, but there's

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a reason that if you walk through any shopping mall in the world, All you see

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are a bunch of pretty people looking at you making eye contact, even if they're

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not necessarily using the product.

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I was it.

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What's that weird it's, there's a shop in Fashion Square John

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that has the specialty espressos.

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George Clooney endorses him.

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You know what I'm talking about?

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Espresso?

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So espresso.

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Here's what's insane.

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There's no coffee on the billboard.

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It's just Clooney.

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And then in the background, out of focus is the coffee machine.

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That's how important this is.

Kasim: 00:11:57

George Clooney sells more in espresso than espresso does.

Kasim: 00:11:59

Now, you don't necessarily need to go get George Clooney.

Kasim: 00:12:01

If you do, I wanna meet him.

Kasim: 00:12:02

But we want to take a person who's making eye contact.

Kasim: 00:12:05

There's a dopamine receptor in your brain that fires every single time a human being

Kasim: 00:12:07

makes eye contact with you, and you want to capitalize on the psychology there.

Kasim: 00:12:10

So, Get lifestyle images.

Kasim: 00:12:12

You can get 'em from your Instagram feed if you want to.

Kasim: 00:12:13

Here's a really amazing pro tip is you can send them to influencers.

Kasim: 00:12:17

There's this whole body of people that are trying to be influencers.

Kasim: 00:12:20

Me and John are two of them.

Kasim: 00:12:21

There's this whole body of people that wanna be famous.

Kasim: 00:12:23

They're not yet, and they'll do anything.

Kasim: 00:12:25

It's insane what people will do for attention.

Kasim: 00:12:27

It's unbelievable.

Kasim: 00:12:27

So if you can find that person that has like, 5,000 Instagram followers.

Kasim: 00:12:31

It's not a small amount, it's not nothing, but it's also not like famous.

Kasim: 00:12:34

If you send them a free product, it's unbelievable what

Kasim: 00:12:37

they're willing to do for you.

Kasim: 00:12:38

So now they're promoting it and they do the open box and they shoot

Kasim: 00:12:40

themselves wearing it and you just got a whole bunch of lifestyle

Kasim: 00:12:42

images from somebody who's a pseudo influencer and you got that for free.

Kasim: 00:12:44

So I'd, I'd strongly recommend if your product is applicable, go

Kasim: 00:12:47

find an influencer that you think might be cross applicable for it.

Kasim: 00:12:50

And the influencers that have yet to reach critical mass, they're a gold mine

Kasim: 00:12:54

because it's not gonna cost you anything.

Kasim: 00:12:56

They're just thrilled and happy to be involved.

Kasim: 00:12:58

And if you can get them to also do a video for their YouTube channel that you're

Kasim: 00:13:01

also allowed to run ads to for your store.

Kasim: 00:13:03

We do that quite often with our clients.

Kasim: 00:13:05

They'll hire an influencer.

Kasim: 00:13:06

The influencer will get the product.

Kasim: 00:13:07

They'll do a 20 minute review on that product.

Kasim: 00:13:08

They'll place it on their own YouTube channel on their own social media

Kasim: 00:13:11

so that they get their commissions.

Kasim: 00:13:13

But the free re requisite of that influencer doing that video and

Kasim: 00:13:15

being allowed to sell that product was, we also would like to have the

Kasim: 00:13:18

ability to run an ad with that product with that video to our website.

Kasim: 00:13:22

Now, it won't be found organically.

Kasim: 00:13:23

It won't be.

Kasim: 00:13:24

Most of the time what they said is it's not, it's not gonna be organically found.

Kasim: 00:13:28

So it's not gonna be posted on their YouTube channel.

Kasim: 00:13:30

It's not gonna be posted on their social media.

Kasim: 00:13:32

But they would run an ad on YouTube to for that video, and that drives

Kasim: 00:13:35

traffic to their own pro pages.

Kasim: 00:13:38

How do you ensure that they follow through If they don't make the purchase

Kasim: 00:13:40

and you send them a free product?

Kasim: 00:13:40

You don't, Tamika, you're gonna have some drop off.

Kasim: 00:13:43

There's some folks out there that are just.

Kasim: 00:13:44

Kind of funky or shady, or to be honest with you, some of them might

Kasim: 00:13:47

not like it like we have, we had a company reach out to us who now I

Kasim: 00:13:51

can't name, and they wanted us to help promote their software, which is

Kasim: 00:13:54

specifically built around Google ads.

Kasim: 00:13:56

Well, we tested their software and not only it was supposed to improve

Kasim: 00:13:59

performance in some way, not only did it not improve performance,

Kasim: 00:14:02

it actually hurt performance.

Kasim: 00:14:03

We tested on the five campaigns and three of the campaigns were hurt.

Kasim: 00:14:06

That's the risk that they ran in reaching out to us.

Kasim: 00:14:08

Now I'm a good dude, so I'm not gonna go blast them on my YouTube channel.

Kasim: 00:14:11

But that could have been a flip side.

Kasim: 00:14:13

You know, I could be, Hey, I tested this software and here's what happened.

Kasim: 00:14:16

YouTube overview of your product is a really good thing to have too.

Kasim: 00:14:18

Mm-hmm.

Kasim: 00:14:18

This is helpful for people that are really for, first of all, we live

Kasim: 00:14:22

in the age of the educated consumer.

Kasim: 00:14:23

You have people that are doing 90 minute research on five and $10 purchases.

Kasim: 00:14:28

It's weird, but it happens.

Kasim: 00:14:29

And so you wanna make sure that you give them the opportunity to do that.

Kasim: 00:14:31

Videos are one of the best ways to do it because now it's like, you know,

Kasim: 00:14:34

they get to see it, feel it, touch it, sort of before they, they do that.

Kasim: 00:14:38

We've all been there.

Kasim: 00:14:39

I'm sure you purchased the thousand dollars iPhone, but before you buy the

Kasim: 00:14:43

dollar 99 app, you look at the reviews.