The ROI of Professional Photography: Why It’s Worth the Investment
There’s no stopping it: We’re in a visual-first world, where your professional image is your first impression. It’s no secret that it can make or break opportunities.
In this blog we’ll explore how professional photography delivers measurable returns on investment (ROI) for your business.
Professional photo of Nina Fountain taken by personal branding photographer Tabitha Arthur
First impressions count – and they’re instant
Humans instinctively make snap judgments based on visuals. It’s a survival instinct ingrained in us as a baby, and now we’re adulting these instincts are subconsciously ingrained in us.
Professional photos immediately position you as how you ideally want to be perceived as a business professional. Think words like credible, approachable, and polished.
Conversely selfies and photos cropped out of a work event or your cousin’s wedding let people know VERY LOUDLY that you don’t take being seen professionally seriously.
Ouch.
I know - it is a harsh reality. But think about when you are scrolling on LinkedIn, or viewing a website. Compare a clearly DIY or selfie image, or grainy Zoom screenshot, or an outdated photo (you know that was them 10 years and four hairstyles ago), to the professional ones you see.
Professional portraits show you in good light: not just flattering light (this is very important, too) - that also you look like you are on top of your game (not running on 5 coffees and 3.2 hours sleep a night).
Examples showing a not professional cropped cellphone photo from an event, versus a professional photo. Both photos show photographer Tabitha Arthur.
Increased engagement and visibility
High-quality images attract attention on social media and websites. Muddy, out-of-focus, smudgy lens, poorly-lit cellphone photos just don’t cut it when you’re aiming for a professional impression. Those poor-quality images get skimmed by - whereas when you spot a fantastic professional photo, they can stop the scroll and make viewers lean in and pay attention.
Algorithms on platforms like Instagram and LinkedIn favour posts with visually appealing content - this leads to better reach. We’re all aiming to reach more of our ideal audience, right? And vanity metrics? It’s truly not about the volume - it’s about having the right attention on you and what you have to share.
Social media posts with images receive significantly higher engagement than text-only posts, with some statistics reporting a 650% increase (Adobe Spark).
“Social media posts with images receive significantly higher engagement than text-only posts, with some statistics reporting a 650% increase ”
Personal branding photos showing author, coach, and speaker Jess Stuart, taken by photographer Tabitha Arthur
Building trust with your audience
You may have heard the saying “Know, Like, Trust” - but what does this mean for professional photos? When you convey authenticity you’re also giving off an air of reliability and trustworthiness - yup! You are building TRUST.
AI-generated images backfire here. AI imagery disintegrates authenticity, and can damage how people perceive you.
Clients are more likely to invest in someone who looks credible and established. Even if you are new in business, or have many years of experience behind you, professional photos give weight to how seriously you take the service you provide.
Another key to building trust with your audience is how much better people connect when they see the face behind the business. You may feel more comfortable staying behind the scenes - but putting the needs of your audience first, they want to connect with you. And showing your face, letting them see you, does that.
Personal branding photos of signwriting expert Michelle Henry by Tabitha Arthur Photography
Standing out in a crowded market
If you’ve ever worried that there are too many other [insert your business here] around, so why would people choose you?.. Then you need to learn how to stand apart from your competitors. A strong personal brand differentiates you. Your future clients will build connection with you - the person behind the business - and know that you are the person they want to work with.
Working with a personal branding photography expert is the best way to help you visually communicate your values, style, and personality.
Industries where it’s crucial to stand out and differentiate yourself include: consultants, creatives, entrepreneurs, service-based businesses, solopreneurs, coaches, speakers, leadership experts, online course creators, and more.
Leveraging photos across multiple platforms
Here are some ideas for getting savvy with maximising value and using your photos in multiple ways:
Social media profiles and posts
Websites and blogs
Media kits and press releases
Speaking engagement materials (bios, event posters, etc.)
Personal branding photography is versitle. You’re not stuck with one headshot, one expression, and that’s it. A great image bank will include a variety of expression, and show you in different scenarios to be used across a variety of uses. Make sure you include the following in your next brand photoshoot:
Headshots. Think about profile photos across different platforms and how they might vary (LinkedIn is a very different space compared to Instagram, for example). If you are speaking at an event, is your audience C-Suite or University students - what headshot look might be a better fit?
In-Action. Show what you are like when you’re working. Humans are curious creatures, and we are endlessly fascinated by how others work! Leverage this by including images the show when you’re writing an email, or making notes, or on a call. What about when you’re meeting with a client, running a workshop or giving a keynote, for example. This is showing the authentic you - not just your polished headshot, but also you in your professional full-flight action!
Behind-the-scenes. What might not people usually see? Are you sipping a coffee while checking your inbox? Are you laughing with a colleague? Are you about to pop out for a lunchtime run?
Downtime. We are all human - and our hobbies and interests are another fantastic opportunity for connection! If you love to grow bonsai trees, or curate scrapbooks, or sew, do yoga, relax with a good wine and a book - so consider capturing those authentic aspects of your personality, too.
Surface Pattern Designer and Educator Mel Armstrong has made extensive use of her personal branding photos from her session with photographer Tabitha Arthur
The long-term benefits of quality imagery
With good planning, quality photos age well and can remain an asset for years. Like a quality wardrobe, you will have pieces that you hold for years and get long-tern wear from, while you continue to keep things fresh and up-to-date.
Rather than replacing sub-par quality frequently, investing in quality from the start helps you to not only get ‘more wear’ from your photos - you’ll feel an instant boost every time you put those images to work for you.
Ensuring your professional photos align with your long-term branding strategies is key to future-proofing your bank of images serves you well across all your needs.
Finding greater success through photography
Professional photos can led to tangible opportunities such as increased social media followers, job offers, or media features.
Award-winning Aotearoa New Zealand author Whiti Hereaka was featured in UK newspaper The Guardian with photos from her professional photoshoots with personal branding photographer Tabitha Arthur.
Leadership coach and keynote speaker Janine Sudbury has been enjoying a global platform, putting her bank of images with Tabitha Arthur to great work from LinkedIn to promotion of her international speaking opportunities.
Striking and bold personal branding and publicity images for author Whiti Hereaka helped her gain media attention on a global stage.
Leadership coach and speaker Janine Sudbury has been building her international reputation, making great use of her professional branding images, including LinkedIn and speaker profiles.
Both photoshoots by Tabitha Arthur Photography.
In conclusion
Professional images build trust, elevate your brand, and deliver lasting impact.
Investing in yourself and elevating your professional image with personal branding photos delivers exceptional ROI from every angle. And if you ask any of personal branding photographer Tabitha Arthur’s clients, the boost in confidence and pride and aspiration you feel is worth the investment alone.
