Fotoliterate is a production company formed by Rob Lewine to produce fresh, original imagery tailored to your company’s marketing needs, reducing your reliance on generic stock photography.
Lewine has been a top photographer for more than 30 years. He’s shot assignments for all the clients listed below and is also one of the most successful producers of lifestyle imagery in the world. With Fotoliterate, his aim is to enhance your visual communications by creating, to your specifications, elegant and authentic lifestyle images – visually literate, clear in their messaging. Images your company can use exclusively and won’t be seen anywhere else.
Today hundreds of millions of stock photos of uneven quality can be found online, available for modest fees. There’s good work there, if you have the time (and the will) to dig through vast collections for pictures that meet your critical needs. But if you represent a big company, your brand is everything. Does it make sense to support it with universally available imagery? Images that can be used by your competitors, by any other company — in fact by anyone at all?
The Fotoliterate team has produced highly successful stock shoots for 20 years. But times have changed; we don’t shoot stock any more. These days stock photos can cause your Google rank to drop.
As SEO consultant Michael Cottam explains, Google now uses an algorithm that identifies images common to multiple websites — and penalizes these sites with lower rankings.
“Everyone prefers images to text.”
“If you’ve got great, original images, that’s great content to show the user. If you’ve got the same photos that another hundred websites have, then not so much.”
“Google reverse image search is really good. To think that Panda isn’t using it to decide whether you have original images is crazy. Don’t believe that just because you renamed a file or cropped it or re-sized it a little, you’ve fooled Google into thinking you now have an original image. You do not, and Google knows it.”
“How do you win? Go big. Be original.”
Scrolling through thousands and thousands of stock photos for a usable image is often disappointing; assembling a coherent set can be heartbreaking. Pictures from different photographers – using different models, different locations, different styling, and different approaches to lighting – can make for a visual mess. You deserve better.
Any image you find online, unless you’re the first user (and buy out the rights), can or will be used by others, including your competitors. If you haven’t gotten to it first, it’s already been licensed by others. Is this an effective use of visual assets, or a prudent use of your budget?
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