Getty Images’ Creative Team including Heather Cameron, Tristen Norman, and Uri Davidov shared their latest visual trends research including unique insights into how images work in campaigns and the key factors in choosing powerful imagery for political campaigns. The session explored copyright essentials in visual content and the importance of mitigating risk and indemnification when using visual content.
Heather Cameron’s Lessons:
- Be thoughtful of what type of rights you need for your images.
- Read the fine print! Content may have restrictions limiting use in certain industries and territories. Check for model and property release status for commercial uses.
- Using content sourced from a candidate’s website or social media page without consent is problematic. Know the original source of a photo before using it.
About Heather: She is an experienced Director with a demonstrated history of working cross-functionally in the digital media and stock photography industry. She has strong legal professional skilled in IP law, IP claims and litigation, content licensing and indemnification, advertising, editorial, photography, and consultative sales.
Uri Davidov’s Lessons:
- Be thoughtful about who you are working with and know where your content is being created. Don’t put your candidate at risk because of a fake image or incorrect photo tag.
- Consider what you’re paying for in an image system. Make sure the company you use has a way to protect you should anything go wrong.
- For image editorial use, you need to think through copyright and access rights. For image commercial use, you need to think through ROP (rights of privacy), trademark, copyright, and access rights.
About Uri: Uri Davidov is a Key Account Executive at Getty Images. His focus is in Sales and Business Development, Client Relationship Management, Contract Negotiation, and Sales Strategy & Planning.
Tristen Norman’s Lessons:
- Visual storytelling transcends where you’re from, what your gender is, or what political party you align with as 84% of all communication is now visual.
- You will get around 150% more retweets on Twitter if you use video storytelling in your social media campaigns.
- Visual content needs to be data driven to be effective.
- Keep in mind that content that reflects diversity is at the center of most searches for images lately.
About Tristen: Tristen Norman is the Manager of Creative Insights and Planning at Getty Images.
A huge thank you to our speakers for sharing their expertise with the AAPC membership!