Shopper marketing programs are on the rise! In 2016, Deloitte found that nearly 80% of consumers made their purchasing decisions based on digital influences before arriving at the store. As an influencer on a shopper program, you can sway your audience’s shopping habits by sharing the stores you shop at, the products you purchase, and the aisles to find them (particularly in geo-targeted programs). Our Linqia programs also support that in-store recommendations resonate with audiences – a past program with Walmart Neighborhood Market found that influencers who documented their shopping experience drove nearly 6X as many engagements.
While photos of your shopping experience may lead to increased performance, it can be a challenge to authentically weave in-store photos into your blog story. For example, the lighting might be dim or your kids may not be in the mood for a photoshoot. Read on for a number of tips on how to authentically weave in-store photos into your sponsored story.
1. Capture the Experience From Start to Finish
Begin your shopping experience before setting foot in the market! The natural lighting outdoors helps create beautiful photos that will visually brand your shopping experience from the get-go.
2. Take the Kids!
Your audience will love seeing pictures of your little ones. In fact, the two top performers during our program with Walmart Neighborhood Market included images of their children shopping in the aisles.
3. Snap Close-up Shots
Clearly display the product’s packaging! Not only do close-up shots make for interesting photos, but featuring the product’s exact branding helps your audience differentiate the product from others like it.
4. Include Overhead Shots
Hop along the flat lay trend to show off what you have in your shopping cart! Remember to artfully arrange your items to clearly display the packaging. Check out these tips on how to create the perfect the coveted flat lay!
5. Enjoy the Snacks in the Store
Demonstrate how you and your kids can’t wait to get home before trying the product! Like Sarah Lampley’s photo for Gerber Veggie Crisps, these action shots illustrate your family’s personality while adding movement to your images.
6. Photograph a Variety of Flavors
Showcase the product’s many flavors! Nicole Banuelos, from Diary of a Caffeinated Mom, takes photos that show the product has a flavor for everyone, no matter what their tastes are.
7. Incorporate a Variety of (Relevant) Products
Take advantage of your Linqia programs that feature a variety of products by capturing a photo of the products side by side. Line them up in a row, making it easy for your audience to visualize exactly what you’ll create with the products.
8. Feature Non-Competitive Ingredients
Featuring non-competitive ingredients alongside your sponsored product is an easy, neutral way to visually brand your product. For example, Cute Mom Blog’s placement of Garden Lites alongside carrots communicates the the product is healthy, made of natural ingredients.
9. Capture the Aisles
Sharing photos of the aisles helps contextualize where your audience can expect to find the product! Your photos make the path to purchase that much easier for your followers, especially if it is located somewhere unexpected.
10. Leave Out Competitors
When capturing aisle photos, avoid showcasing the product’s competitors that are likely to be shelved close by. Focus instead on products by the brand sponsoring your work.
11. Edit for Bright, Vibrant Hues
Once you’ve returned home from your shopping experience, edit your in-store photos to integrate with your other images. Color correct dark lighting, enhance your exposure, and increase the saturation for a crisp, vibrant in-store image!
Put these tips into place during all your shopper marketing programs! With practice, your beautiful in-store photos will become a natural portion of your shopper marketing programs to enhance your sponsored story and sway your audience to make smarter shopping choices.