This guest post was written by Nick Katin of katinimages.com for Social Vignerons. Like Nick, I believe great photography can be very powerful to market your wine on social media.
“Photography is just not taken seriously enough by a vast number of wine producers.
The wine industry is highly competitive. Whilst one can have the best wines from some of the world’s best vineyards, it doesn’t mean that it will sell. Like any product it’s not just about the quality, but increasingly about the image.
Just take a look at how the wines of Bordeaux and Burgundy sell. What about Grange from Australia, Mondavi from California, or Guigal from the Rhone Valley?
Then there are regions that have developped such strong brand-like images like Sauvignon Blanc from Marlborough New Zealand, Pinot Noir from Oregon or Central Otago, Shiraz from Barossa. I could go on and on!
The point is that these wines are a lot about image and in some cases prestige.
So what’s a good image or photo?
Studies have proven that human beings remember things that are connected with emotions much better, whether it be curiosity, anger, sadness, happiness, laughter, etc. For an image to be memorable, it needs to generate emotions.
Think of one photograph you remember, maybe it was of friends, family, travel, or a photo you saw in a magazine or online. I’ll bet another 1000 words that it evoked some sort of emotion.
So what to do about it?
You have to produce visual content that helps you stand out. Have images that help evolve your brand and tell a visual story of who you are.
The key to that is to see visual moments everywhere. Behind-the-scenes peeks are becoming popular with some of the big brands.
For example active photos that show real customers or employees doing real things — as opposed to staged shots or logos.
Of course someone still needs to push the shutter button and that can be by engaging a photographer.
Many organizations have photographers they contact in times of need — for events, product launches, etc. But that makes Photography a bit of an afterthought. And will they be able to capture the essence of what you are about?
The other option is to DIY. All you need is to start is good technique, a good eye and skill, assuming there is a camera. These things can be taught to anyone who is willing to learn and follow specific instructions. Don’t get me wrong this won’t get you to the levels of the greats, they spent years honing their craft, but you can quickly and easily get to the stage where your photos become the envy of your peers.
Where to display your images?
Well obviously anywhere that sells wine. But before that, the vast majority of potential customers will come across the image of your wine or winery somewhere online.
More and more consumers see wine and winery images on social media. Pinterest and Instagram are the two most visual ones, while Twitter, Facebook, Google+ and LinkedIn combine both visuals and information.
Then there are blogs like this one, winery websites, reviewer’s websites, online magazines, etc.
The online space is really where you need good images for consumers to share. Do you agree?
Feel free to add your tips and opinions below. I would really like to hear them.”
Nick Katin is a photographer, a wine enthusiast and a photographic educator. For more on Nick’s thoughts on wine and photography, visit his website myphotowine.com/nicks-blog.
As a few examples of good photography on wine websites, we suggest to check out: