With the recent advent of Article 13 – the EU’s new controversial copyright law, creating unique content has become more important than ever.

Article 13, recently voted in by the European Council aims at holding content sharing services such as YouTube, Twitter and Facebook responsible for any copyrighted material posted on their sites. Content sharing services must now either license copyright protected material from the right holders or make sincere attempts to remove the copyrighted material from their site.

How does this affect you and your marketing?

As you know, connecting with your audience in the digital age demands a high level of engaging imagery. And sometimes it’s just too easy to use a photograph or video that you haven’t created yourself. With the new restrictions imposed from Article 13 there will be more pressure than ever for sites to remove content that isn’t your own. As well as the legal ramifications, your marketing endeavours can become a waste of time.

Bespoke is better.

There are sites from which you can get copyright free imagery, however we sincerely don’t recommend it – these images often appear generic and you loose the chance to create an authentic connection with your audience.

Bespoke imagery not only leaves you free from the implications of Article 13, but it also connects your audience with the real value at the heart of your business.

Bespoke imagery – photographs and videos that are completely unique to your company, not only have a better shelf life on social media but also increase the chance of connecting with your audience on a real personal level. It helps them to build trust and familiarity with your brand which is essential part of making a sale.

How do I go bespoke?

Knowing where to start – what camera to use, what to take pictures of or not, whether or not you need to take photography classes – can be a daunting task. You can do a lot with your smartphone but to really stand out you want to be using a higher quality camera – a decent lens can make miles of difference. Knowing what your audience will connect with and what type of content will thrive across the different social media platforms is important too.

If you are struggling to find the time to create bespoke content then don’t worry. There’s a lot of people in the same boat. However, you always have the option of outsourcing to experts. If you can find the right people who will really spend time to get to know you and have the creative capacity to showcase your true value, then it can be a massive weight off your shoulders. A much better alternative than falling prey to Article 13.

Discover our bespoke social-media photography