Imagery lessons for SMEs…using Tinder

Here is a giggle and a few things to think about on imagery for small and medium sized businesses.

I was talking to a friend yesterday about Tinder. For those who are not familiar it’s a dating app where you select people you are interested in based on 1 initial image, 5 additional pictures and a few words. If it sounds superficial, it is, but you would be amazed how much you can learn about yourself and others in 6 pictures.

Then when I sat down to write today’s blog on imagery lessons for SMEs it occurred to me that it is a perfect example of how to use imagery effectively. Looking at the difference between stock photography and images tailored for your target market, the importance of first impressions and how to tell a story that gets across your USP.

There is a caveat in this post that the pictures are not of professional quality but being used to illustrate a point 😉

So back to my friend…lets call him ‘Gary’ (not his real name). Gary is looking to get back into the dating game after a long time away and he wanted to get my impression of his Tinder profile, so we started with his main image, the picture everyone sees first. He had a really nice professional picture lifted straight from his LinkedIn profile…the stock photography of Tinder pictures if you will. A terrible choice in my opinion for a number of reasons.

  • Firstly it tells someone looking at it absolutely nothing about you.
  • Secondly it appeals to the pretty much anyone, which is fine if you are going for mass market, but of no use if you are looking for a specific type of client or in this case are a bit more discerning about your dating preferences.
  • Thirdly, Tinder is full of people you really don’t want to meet, so you should be using your images to filter out people who you will have nothing in common with to save yourself (and them) some time and effort.

In contrast this is my opening image on Tinder…

Tinder Main Image

…I have found this very effective in filtering out people I have nothing in common with. I think is says a few things: I’m interested in politics**, when dressing up I like to commit and come from left field…you will never find me in a ‘sexy nun’ outfit, I have a pretty dark sense of humour and am happy to laugh at myself. This immediately removes lots of people who would class me as a weirdo and have no interest in politics and attracts people who think I look like a laugh. From a business perspective it talks to my niche market!

Then if they click though, to learn more about me, they see…

Fitness is important and I'm pretty confident/have a high opinion of myself.

‘Fitness is important and I’m pretty confident/have a high opinion of myself.’

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‘I’m a keen photographer and traveller.’

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‘I can look presentable sometimes…’

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‘…but most of the time i don’t really care…would rather swim in a loch.’

In conclusion:

  • The importance of stock photography verses images tailored for your target market, really depends on how niche your product is and how much you want to stand out from your competition. The majority of SMEs I meet have very clever and interesting things to offer but that is often not communicated by their online presence. This seems like a lost opportunity to me.
  • First impressions are massively important, if people don’t like what they see you will get swiped left (rejected) and you’ll never see that prospective client again. Making your landing page engaging is key.
  • Telling a story though images is much easier and more engaging than text and as result gets across your USP much more effectively when done correctly.

I hope that made a few of you smile on a Friday. Any questions on photography for business or setting up online dating profiles ask below 😉

**I would usually keep political leanings off any of my business platforms, but in this case it makes a point and for anyone who’s interested I voted yes in the referendum because I believe in the positive, socialist message of the Yes campaign, not because I wanted separation. I love everyone, but don’t think the system is serving those that it should be. C x

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One Comment Add yours

  1. helenlord says:

    Love it Claire – great pics and you’re right each one does speak about you.

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