{"id":5831,"date":"2023-07-20T01:42:27","date_gmt":"2023-07-20T01:42:27","guid":{"rendered":"https:\/\/mysourcefunding.com\/leadership\/marketers-post-images-like-kristen-bells-dinner-party-photo-often-and-its-costing-them-customers\/"},"modified":"2023-07-20T01:42:27","modified_gmt":"2023-07-20T01:42:27","slug":"marketers-post-images-like-kristen-bells-dinner-party-photo-often-and-its-costing-them-customers","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=5831","title":{"rendered":"Marketers Post Images Like Kristen Bell\u2019s Dinner Party Photo Often, And Its Costing Them Customers"},"content":{"rendered":"
\n

There\u2019s been a lot of commentary surrounding a photo actress Kristen Bell posted of her friends at dinner on her Instagram account earlier this month. It started off with people commenting on the number of celebrities around the table. And then it quickly moved to people pointing out the lack of visible diversity in the group of party-goers.<\/p>\n

While the photo sparked a lot of discussion, the reality is, photos like these aren\u2019t uncommon, especially when it comes to brands. I see images like this all the time, especially from brands on social media and on their websites.<\/p>\n

Unfortunately, most of the time when brands are publishing this imagery, they aren\u2019t aware of the negative impact it has on potential customers, and ultimately their brand\u2019s sales.<\/p>\n

Business is about belonging.<\/p>\n

<\/fbs-ad><\/p>\n

And the visual imagery your brand puts forth communicates one of two messages. The first is \u201cyou belong here,\u201d and the other \u201cthis isn\u2019t for you.\u201d<\/p>\n

When people see themselves represented in the visual imagery your brand puts forth, it\u2019s like a subliminal permission slip that gives them the mental and emotional green light to take the next step forward with you.<\/p>\n

When they don\u2019t see themselves represented, they get the signal, \u201cthis isn\u2019t for me\u201d and they go about their day not moving further along in their journey with you.<\/p>\n

The visual imagery your brand puts forth communicates to the people you serve, whether or not you intentional about ensuring it sends the message you want to send.<\/p>\n

So when people who are considering being your customer see a long list of testimonials and nobody in the testimonial stack looks like them, then they receive the \u201cyou don\u2019t belong here\u201d signal.<\/p>\n

When people who are interested in learning more about you and following along with your brand see images of your team, and they don\u2019t see themselves or who they aspire to be reflected in those photos, they receive the \u201cyou don\u2019t belong here\u201d signal.<\/p>\n

When people who follow you see images of you and your professional network, and they don\u2019t see anyone who looks like them represented, they receive the \u201cyou don\u2019t belong here\u201d signal.<\/p>\n

When people who enjoy your content only featuring experts with similar backgrounds and identities, they get the \u201cyou don\u2019t belong here\u201d signal.<\/p>\n

Non-representative imagery communicates \u201cyou don\u2019t belong here\u201d to identities not included, whether you intend to send that message or not.<\/p>\n

How to ensure your photos show more people they belong with you<\/h2>\n

The message here isn\u2019t to police your photos. Not posting photos of you and your crew isn\u2019t the solution. Rather focus your attention on diversifying your circle of influence.<\/p>\n

Be intentional about building a diverse network. Doing so will broaden your perspective, increase your capacity for empathy, and give you additional knowledge about the lived experiences, traditions, challenges, and needs of people who are different from you.<\/p>\n

Be intentional about building a diverse team. Diverse teams perform better. They are more innovative. They produce better and more authentic marketing.<\/p>\n

Matthew Tsang is a co-founder of AndHumanity, an inclusive marketing agency based in Vancouver. He told me about a Nike commercial that had so much cultural insight baked into it, that it made him feel seen, it made him get emotional, and it made him feel like he belonged. It made him want to go out and buy a pair of Nikes.<\/p>\n

He explained why, noting that a representative team made the ad so powerful, \u201cnever have I seen a Lunar New Year ad really depict exactly the type of customs and traditions that I grew up having. I just felt so seen. You would never, without having that lived experience, you couldn\u2019t read that insight and know how to create a script around it.\u201d<\/p>\n

Be intentional about building a diverse customer base. The more diversity you have in the people you serve, the easier it becomes to showcase a representative mix of customers who\u2019ve achieved success with you.<\/p>\n

This isn\u2019t just about \u2018seeing\u2019 people who look like you, although that is important. For a variety of reasons, sometimes customers with different backgrounds don\u2019t achieve the same degree of success as others who are part of a dominant group.<\/p>\n

Customers, particularly those from underrepresented and underserved communities know that, which is why it is important for them to see that people who are like them have already achieved success with your offering.<\/p>\n

Representation matters. But representation isn\u2019t only about the visual imagery you show in ads. Representation matters just as much, if not more so in the imagery you have and highlight of you, your crew, and the people you serve in real life.<\/p>\n

Make sure consumers can see themselves represented throughout all the visual imagery your brand puts forth \u2014 both in the scripted content, and in the unscripted.<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

There\u2019s been a lot of commentary surrounding a photo actress Kristen Bell posted of her friends at dinner on her Instagram account earlier this month. It started off with people commenting on the number of celebrities around the table. 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