Here’s a presentation from our Community Influencer team on trends in social photography, including Instant Nostalgia, Anti-vanity, Real Models as Role Models and Crowd-ed. Source: Getty Images Webinar: http://curve.gettyimages.com/article/webinar-visual-trends-in-technology

1. Visual Trends in
Technology

2. Agenda
How communication has changed
Social photography
Trends in visuals
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3. How communication has changed
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4. How communication has changed
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5. Most engaging content
has imagery included
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6. Social Photography
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7. Social Photography
“What is being uploaded aren’t just images, they are
experiences, and what makes the images seductive,
charming and magical are the improvised and
accidental feel of images that may be blurred or
framed awkwardly or have something intruding in the
foreground.”
Photography has become the prime vehicle in social
sharing
Why? Expression of self
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8. Four trends:
1. Instant Nostalgia
2. Anti-vanity
3. Real Models as Role Models
4. Crowded
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9. 9

10. 1. Instant Nostalgia
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11. 1. Instant Nostalgia
By sharing an image, we are inviting friends, family,
colleagues and strangers to participate in our
experience
E.G. Opening ceremony of Olympics – athletes
weren’t there to have pictures taken of them – they
had mobile phones out, taking pictures of the event
and sharing onto social networking sites
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12. 1. Instant Nostalgia
The ‘Instagram-effect’: Tapping into the nostalgia trend
Images that are sharing a moment using this effect
tend to be very popular
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13. 1. Instant Nostalgia
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14. 1. Instant Nostalgia & brands
McD’s: sun soaked, hazy
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15. 1. Instant Nostalgia &
Skeuomorphs
Idea of nostalgia has translated to products
Contemporary object that uses original/vintage design
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17. 2. Anti-Vanity
Images can’t look perfect and posed
Natural, approachable, messy
E.G. Photo in Paris – not of you with Eiffel tour but in a
cobbled street with subtle Parisian touches
Celebs sharing pictures on social platforms
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18. 2. Anti-Vanity
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19. 2. Anti-Vanity
Authenticity is important – brands are becoming affected
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20. 2. Anti-Vanity
Images can’t look perfect and posed
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21. 3. Real Models
Brands are after real people,
models of all backgrounds,
shapes and sizes
Backlash to photoshop
Consumers are becoming
used to seeing ‘real’ people in
the media/social space; rise
of blogs – particularly fashion
bloggers, showing outfits
Images of what people
actually look like
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22. 3. Real Models
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23. 3. Real Models
Not photo shopped, real
people
Advanced style: celebrating
older ladies who are stylish
super stylish and may not be
used on ads
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24. 3. Real Models and brands
Global brands are noticing this
need
Target: sense of self, laughter
lines
Levis: real bodies; every body is
different
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25. 3. Real Models and brands
In the advent of this, Getty Images added ‘real body’ as a
category for images – clients been asking for it
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26. 3. Real Models and brands
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27. 3. Real Models and brands
Unvarnished person
and elevating to
become a hero in their
own right
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28. 3. Real People
Rise in brands using the ‘real people’ behind the brand in
creative communications and content
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29. 3. Real People
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31. 4. Crowded
How brands are using crowd-sourcing has
changed how brands are communicating
Marc Jacobs: fans of MJ created images and
used hashtag which was then pulled in to website
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32. How Getty translate these trends
Getty partnered with Flickr to offer an additional
collection of authentic images showing real
people
500k approved Flickr images
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33. How Getty translate these trends
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34. How Getty translate these trends
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35. 2007-2012 (before Facebook, Pinterest, Tumblr,
Twitter were quite as huge)
Top selling image of a woman
2007: posed, staged, perfection
2012: authentic yet appealing, hazy image,
looking away, sharing a moment
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36. 2007-2012 (before Facebook, Pinterest, Tumblr,
Twitter were quite as huge)
Top selling image of a business man
2007: stocky, formal, posed, looking directly at
camera
2012: relaxed, natural lighting, looking away,
sincere moment
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37. 2007-2012 (before Facebook, Pinterest, Tumblr,
Twitter were quite as huge)
Top selling image of a baby
2007: calm, composed, soft focused light
2012: caught in a moment of action and emotion,
real and authentic image
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38. Some of these images might not have been able to get
past senior directors five years ago but now it is expected
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