How to Approach Photography & Creative Content in 2026
Over the last few years I’ve seen our clients (product brand founders and service-based businesses) feel increasingly overwhelmed trying to figure out how to best approach photos and creative content in the ever-evolving digital marketing world.
What actually feels true to their brand style? Is a full production actually needed for social-first content? What converts within budget, and without chasing trends, herding creative-freelancer-cats or trying to DIY everything while juggling a million other priorities?
The constant noise of changing algorithms, social trends and new AI tools isn’t going anywhere. But this year, we’re focused on helping brands and founders get clarity amid the noise, simplify the creative process and intentionally plan photos and creative content that actually supports growth.
Here are a few recommendations on how to approach photography and creative content in 2026, with balance, impact and ease.
1. Polish and imperfection both matter
High-quality, polished images that clearly communicate your product or service and are unique to your brand are still essential. These visuals build trust, support conversions and create a recognizable visual brand identity across your website, paid ads, and marketing materials. Real, polished photos and videos created with intention always stand out.
At the same time, your audience absolutely wants to see the humans behind the brand. Imperfect, behind-the-scenes and candid moments help create connection, credibility, and relatability… especially amid cookie cutter AI exploding.
The goal isn’t choosing one or the other, it’s intentionally planning for a combo of both so your visual content feels aspirational and human.
2. Get more mileage from every image
Investing time and money into photography that only gets used once rarely makes sense anymore. Most of the time, this is a big NOPE for us!
In 2026, your photography should be planned for multiple uses, for example:
Product brands need elevated, stylish product shots designed for conversions on their product detail pages (PDPs). But, we add white space that allows horizontal cropping and copy space for web banners, or vertically cropping and copy space for social ads. Colorful or textured backdrops, tasteful shadows, unique lighting make these more engaging - even if for shots e-commerce shots with “just” the product in the frame.
Entrepreneurs and service-based business often want candids for their new or updated website. Not only can these be used on your service page, but with the lifestyle be added numerous other places… to your Google Business profile to show off your service/space, used on Instagram ads to efficiently communicate who you are, what you do, the list goes on.
Planning images with multiple uses in mind allows brands to maximize both budget and creative impact.
3. Strategy beats scrambling
While last-minute requests are sometimes unavoidable (we get it, we really do!), the strongest creative work typically comes from thoughtful pre-production and photo shoot planning process.
For 2026, we recommend planning at least 80% of your photography and creative content needs in advance… even when some details (likeee product sample arrival date) are still evolving. Creative strategy can begin long before everything is finalized – even your shoot date.
Strategic planning leads to smoother shoots, more inspiring creative and more effective marketing visuals
4. Leave space for spontaneity
While we aim to plan ahead 80% of visuals… those remaining 20% of unplanned, when-inspiration-strikes visuals are just as important.
Some of the most compelling images come from unexpected moments… a spontaneous idea in the midst of a photo shoot, models letting their personality shine, capturing a behind-the-scenes moment of the team interacting.
Sometimes impactful images and content moments are the ones you could never fully plan for, don’t expect to plan 100% in advance - it can prevent a bit of the magic.
5. Maximize shoot days
When everything is already in place (wardrobe, props, locations, full product lines, styling, team, etc.) let’s pretty please make the most of your shoot day. We’ll prioritize the primary brand goals, but also we’re here to help take it even further so you aren’t coming from scratch when the next goal appears.
More than ever before, in 2025 our clients wanted to pair their core photography shoot with content creation (iPhone b-roll or “social first” content) during the same shoot. This approach allows your team to walk away with a more versatile content library without needing additional shoot days. It also prevents the pressure to DIY content… because we know you don’t need one more thing on your to do list.
The caveat? Plan ahead for just the right amount of overlap on shoot day. A thoughtful schedule is everything to set realistic game plan for what we can accomplish within one day without one type of creative stepping on the toes of the other.
Final thoughts
Photography and content in 2026 isn’t about doing more more more, it’s about planning with intention to get quality and just right quantity.
We encourage you to plan ahead for plenty of space to enjoy the creative process. With the right mix of strategy, clarity and spontaneity, your brand can create photography and visual content that feels aligned, human and built to support real results while staying true to your brand style.
About Putnam Creative
Putnam Creative is our photography and creative studio working with product brands, service-based businesses, founders and teams to create stylish and strategic photos. Our work spans product photography, lifestyle shoots, on-model images, brand photography, portraits and creative content, with an emphasis on clarity, consistency and impact.
We work with brands at all stages, helping you move from away from the photo and content scramble toward intentional visual strategy.
Want help planning your photography for 2026?
If you’re thinking about how to approach photography, video, or creative content this year, we’d love to help.
📩 Fill out our quick inquiry form for packages or reach out at hello@putnamcreative.com
Photos x BTS: Putnam Creative | Clothing: Terrene Studio | Model: Shareen DeRyan | Videographer pictured: Subei Kyle
