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With the availability of affordable, high-quality digital photo equipment steadily increasing over the last several years, the market has been flooded with an unprecedented volume of photographs and emerging photographers. Most searches for images and photographers begin on the web. Yet this can create confusion on the part of the viewer about which photographer is right for what they need. How do you distinguish yourself from the sea of photographic talent available? You can start by marketing yourself as a professional who brings more to the table than a handful of carefully selected images. You need to develop an effective brand for yourself that communicates the value of your personal vision and experience. Video presents an opportunity to add more dimension to this brand in a number of ways.

Help people get to know you
The primary purpose of these videos is to break through the static nature of portfolio viewing and create a more human connection. If a prospective client likes your personality or feels they can relate to you in some way, there is a much better chance they will give you preference over someone they feel less of a connection with. This is human nature. The main challenge with a bio video is to create something that is “on brand.” If you are marketing yourself in a playful way, for example, be sure the video is a bit playful as well. A disconnect in this area can do more to confuse than ingratiate. If you are unsure, consult with an expert. Here are a few photographers whose bio videos have added a lot to their online presentations:

Jules Bianchi: Wedding and portrait photographer
Chase Jarvis: Commercial and sports photographer
Chris Rainier: Photojournalist and National Geographic Society Fellow

Let other people say nice things about you
Video is also regularly being used to highlight various other strengths, including video testimonials, vignettes from an actual shoot, and studio tours, among others. Adding a more dynamic, human touch to these areas brings life to them in a way that can be far more compelling than a page with text. Watching someone gush over how amazing you were to work with can have an emotional impact that makes the difference between someone hiring you or your competitor. This approach can be effective whether you market toward photo buyers, brides, or other types of individuals. In the end, we are all people, and all of us want to work with people we trust and like.

How to get started
Just like still photographs, there are down and dirty methods, as well as more elaborate, polished methods. Using a $200 Flip Video camera or webcam and posting to your blog could be perfect for your purposes. For many, a more professional approach will be more effective. It all comes down to your intentions and your brand. Do you want to be seen as a seasoned professional who projects quality and panache, or as a guerrilla upstart who provides a dynamic, gritty vision? These are the creative questions that need to be answered in advance, so you know what direction to take technically. If you can produce a video yourself or with a friend, so much the better, but, as with any photo shoot, be sure you have everything you need to be successful. If you need help, a video producer can help you sort through these preliminary questions.

Choose the best presentation
Once you have the video shot and edited, you will need to prepare a copy for the web. As with still photos, you will want to find the right balance between quality and loading speed.  A large, high-quality video can look amazing, but take a while to load.  Smaller, more compressed files will load quicker, but may not have the desired impact. If you have the ability to upload your own video and preview it on the web, you should certainly do that. Depending where you plan to display it, you may choose one of a handful of formats, including Quick Time, Windows Media Player, and Flash Video. All liveBooks’ websites give the user the ability to upload any of these formats on their own, or you can have us design a custom page structure and player in Flash. Here are clients who have taken that approach:

Justin Francis: Music video director
Double Plus Good: Advertising video producers
Oliver Rduch: Documentary filmmaker

However you are able to do it, do not hold off on leveraging video to your advantage if you feel you can benefit from it. Ultimately, creating a better connection between you and your clients could result in more bookings with people you are more likely to relate to. It can also result in clients who are more informed about you and your business before you even speak to them. And who knows, maybe you find you have a knack for it and can offer an extended range of services in the future.

Be Part of the RESOLUTION: How are you using video to help market yourself? Have you seen tangible results from it?