Often, when an advertising or packaging agency or other client requests food photography, they have a very specific print or large format application in mind. Increasingly, however, they will also request food photography for the web, and in today’s online landscape, social media affords abundant opportunity for content to be widely viewed, ‘liked’ and shared. But how exactly can you take better food photography for social media to the end of increased business?

One all-important step is simply realising the importance of the most professional food photography for your establishment’s social media page. Our world is one in which people frequently post out-of-focus, poorly lit and badly framed photos of their food on Tumblr, Instagram and Pinterest.

However, this should not give a restaurant or similar establishment an excuse to compromise on its own professionalism – especially when so many more people may see the social media page than the print advertisements for which the finest food photography is typically requested.

There are some basic approaches that can be taken to improve the quality of one’s personal food photography, such as investing in a reasonably affordable point and shoot camera with a macro setting, as well as shooting from a minimum of eighteen inches away at the highest resolution.

The best food photography often has a clean background to ensure a colour contrast between it and the food, while certain food should be shot with a particular white balance. Meat looks more appetising, for example, when it is shot in warmer tones than fluorescent lights, with their blue-ish tinge, typically allow.

Natural lighting also ought to be used whenever possible, so shooting near a window is frequently a good idea. Using a tripod removes the need to manually hold the camera still for long periods of time, where there are all kinds of other angles, details and props that can be used for more effective food photography for a social media page.

However, this is where you may also consider the services of a seasoned, professional food photographer – one who has all of the necessary equipment, such as Sinar and Canon digital cameras as part of the most functional photography studio, as well as Elinchrom flash and all of the props and backgrounds that one could require for imaginative and engaging photography. Such a photographer should also have a freezer and refrigerated storage within a fully working kitchen, where food can be prepared for perfection ahead of being photographed.

This is not a level of professionalism that can be easily achieved by the well-meaning restaurant owner with a smartphone camera. For the very best food photography that gets results on social media, it really is best to seek out a professional who has the finest track record in this very field, with a long list of prestigious clients to their name.

There are many ways of increase your company’s exposure on social media – and the right food photography can be absolutely central to achieving this.

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