Building a Social-First Shot List for Campaigns

A common mistake most brands still make in content creation for social media is approaching photoshoots the same way they always have, without considering the medium the images will appear on. Planning must be intentional before the camera is lifted, with a clear understanding of how the product will be showcased and where. In many cases brands produce beautiful images that prove ineffective. Never fear : this guide explains how to build a social-first shot list for campaigns.

Different platforms = different shots

A more detailed breakdown of platform-specific photography is covered in another edition of this series (hyperlink here), but we will still outline the fundamentals in this guide.

Instagram is visual-first with a strong focus on clean composition, lifestyle context and aspirational content. This is where highly skilled creatives shine.

Facebook is more information driven and requires clarity, context and readable details.

LinkedIn is all about credibility: professionalism, environment and team culture play central roles.

Already it should be clear that one shot cannot always serve the needs of multiple platforms effectively.

Framing and Orientation – Shoot with the final placement in mind

If you only take one thing from this guide, let framing and orientation be it.

Instagram is completely vertical, whether that is a 4:5 ratio for feed posts or 9:16 for Stories and Reels. Shoot all Instagram content vertically. There is some overlap with Facebook in the realm of video, as Reels share the same ratio. However, square posts remain the go-to for Facebook’s feed. These can technically be shot vertically or horizontally, but vertically shot square posts tend to look better on mobile screens.

LinkedIn allows space for both landscape and portrait, so consider both when shooting. Landscape is primary for office, environment and culture photography. Portrait works best for clean, professional shots of individuals.

Taking one image and cropping it for multiple uses can technically work, but the essence of the framing is rooted in orientation. Shoot vertical for vertical and horizontal for horizontal.

Variety and Storytelling

The key to successfully executing a shoot for multi-platform campaigns is variety. Capture wide, medium and tight shots in both vertical and horizontal orientations. Consider whether you need text space on your image and shoot multiple variations accordingly. If it is a product, decide ahead of time whether you need a clean, isolated image, a lifestyle-driven one, or both.

Variety only works when it is paired with storytelling. For Reels, you need movement, progression and narrative flow. Carousels rely on continuity, and feed post requirements vary by platform. The bottom line is simple: keep the user engaged.

The Practical Shot List – What every campaign should include

All of the above must come together in the form of a shot list. An organised list allows photographers and clients to clearly understand the goals and objectives of the shoot, reducing unnecessary time-wasting in the process.

It also gives clients the perfect opportunity to weigh in and contribute to the concept, which is ultimately brought to life by the photographer. This is where accuracy is born and refined before a camera is even picked up.

Campaigns succeed where preparation meets understanding, and a detailed shot list is a foot in the door toward making that happen. It can be the difference between content that works and content that gets ignored.