PHOTOGRAPHY AND VIDEO TIPS TO HELP YOUR PRODUCTS SELL ONLINE

Simple techniques for UK firearms retailers to present products more effectively and boost customer trust.

IMAGE: SHUTTERSTOCK - STENKO VLAD

In the increasingly digital world of shooting retail, strong visuals can make a big difference between a sale and a scroll. Whether listing new stock, second-hand guns, or accessories, clear and professional images as well as simple videos can help build credibility, reduce customer queries, and increase conversion. This guide offers some practical steps to help dealers improve the way they present their products online, using everyday equipment and retail-focused techniques.

FILMING SIMPLE PRODUCT VIDEOS THAT SELL

Video is fast becoming a key tool in online retail – not just for major brands, but for independent shops, too. A short, well-shot video can help a customer understand scale, see the item in action, and build confidence that what they’re buying is genuine and in good condition. And the good news is, you don’t need to be a professional presenter or editor to produce effective clips.

Keep things simple. A one-minute video that covers the basics is often more persuasive than a series of images alone. It adds a layer of authenticity and helps answer the kind of questions buyers typically have before committing.

Start by keeping your footage steady. A tripod, clamp or phone holder is ideal. Shaky video is distracting and looks unprofessional. If you're filming handheld, try to anchor your elbows or rest your arms on a stable surface.

Choose a quiet, well-lit location. Natural daylight is ideal, but a pair of soft lights will also do the job. Avoid mixed lighting (like combining daylight and warm indoor bulbs), which can make colour accuracy difficult. Ensure background noise is minimal so your voice or product sounds can be clearly heard.

Audio matters just as much as the visuals. If you're speaking in your clip, your voice needs to be clear and natural. Avoid filming in echoey spaces such as empty storerooms. Carpeted areas or those with soft furnishings will help improve sound quality. A budget-friendly clip-on microphone for your phone or camera can dramatically improve clarity. If filming outside, be mindful of wind noise. And if you’re unsure about presenting live, you can always record a clean voiceover afterwards.

Structure your video in a simple, familiar way. Start with a quick introduction to the product and who it’s for. Then show it from multiple angles. Demonstrate any key functions – such as a bolt cycling, trigger mechanism or mounting system – and end with a short summary of the main features.

Speak clearly and naturally, as if talking to a customer in your shop. You don’t need a script – just a clear idea of what you want to say. Don’t worry about small pauses or filler words. Customers are looking for honesty, not polish.

Finally, add subtle movement. Slow pans or zooms with your camera, or by moving the product gently by hand, will keep things engaging. This is especially helpful when filming accessories or optics, as it allows you to highlight moving parts or adjustment dials.

If you want to go a step further, free or low-cost apps like iMovie can help you trim clips, adjust brightness or add a title screen. But even a raw, well-lit, steady video with good sound is far more effective than no video at all.

CREATING A SIMPLE IN-STORE PHOTOGRAPHY SETUP

If you plan to regularly photograph new stock, second-hand guns or accessories, it’s worth creating a dedicated photography corner in your shop. This doesn’t need to take up much space – a 1.5m stretch of wall or counter can be enough – but it will allow you to shoot quickly and consistently without starting from scratch each time.

Start by selecting a clean, neutral backdrop. A white wall, grey board or wooden panel works well. Avoid anything textured or patterned, such as carpet or printed tablecloths, which can distract from the item.

Next, install two soft light sources, positioned at 45-degree angles from where the product will sit. These reduce shadows and help show details clearly. LED panel lights or affordable photography softboxes are ideal. If natural light is available, position your setup near a window – but be aware of changes throughout the day.

Mount a tripod in the correct position and leave it in place if possible. If you use a smartphone, consider a mount with an integrated remote or timer function to avoid camera shake.

Finally, keep a few props nearby – not to decorate, but to provide context. A standard cartridge or pellet tin, for example, can give a sense of scale when photographing optics or compact rifles.

Once your setup is in place, you’ll find it quicker and easier to maintain consistent image quality – which in turn creates a more professional-looking website or listing catalogue.

PREPARING YOUR VISUALS FOR SOCIAL MEDIA AND ONLINE USE

Once you’ve taken your product photos and filmed your videos, the next step is preparing them for use across your digital platforms. While your website remains an essential destination for customers, social media is increasingly where first impressions are made – particularly through video. Ensuring your content looks professional and performs well online is key to building trust and driving engagement.

Prioritise video for social platforms: Short, engaging videos are now among the most powerful tools for reaching potential customers. Platforms like Instagram, Facebook and TikTok prioritise video in their algorithms, so it’s worth tailoring your content accordingly. Keep clips concise, ideally under 60 seconds, and consider adding captions, as many users browse with the sound off. Vertical formats (9:16) often perform better on mobile-focused platforms.

Optimise file sizes: High-resolution images and video may look impressive, but large files can frustrate users by causing slow load times. Use a free compression tool to reduce file sizes without noticeably affecting quality – especially important when uploading to social channels or embedding video on your site.

Choose consistent dimensions: Using a consistent aspect ratio across your images (such as 1:1 for Instagram or 16:9 for YouTube) helps maintain a clean, professional appearance. For videos, editing tools like Canva, CapCut or Adobe Premiere Rush allow you to resize your footage for different platforms with minimal effort.

Name your files clearly: Descriptive filenames like “AirArms-S510thumbhole-stock.jpg?max-w=630&fit=fill&auto=format” or “Swarovski-Z8iunboxing.mp4” make your files easier to manage and can support your SEO efforts when used on websites or in blog posts.

Use captions and alt text where possible: If uploading to your website, always take advantage of alt text fields in platforms such as WordPress or Shopify. These improve accessibility and help search engines understand your content – and they’re good practice for building a more inclusive online presence.

Stick to compatible formats: MP4 is the most widely supported format for video, offering a good balance between quality and file size. Avoid formats that may not work on all devices, and steer clear of auto-play on websites – it can irritate visitors and slow down page performance.

USING VISUALS TO BUILD YOUR BRAND IDENTITY

High-quality photos and videos don’t just help you sell individual products – they also help you tell a broader story about your shop and your values. This is especially true if you’re building a social media presence or developing your own website, where consistency and style matter.

Think about the kind of impression you want to give. Do your visuals say “traditional country gunroom”, “modern technical outfitter” or “enthusiast-run local shop”? There’s no right answer – but whichever message you want to send, your photos should support it.

For example, if your shop prides itself on heritage and craftsmanship, consider using wooden backdrops or props such as leather slips or tweed accessories. If your brand is more contemporary and technical, a clean white or grey setup with sharp lighting might be more appropriate.

In both cases, consistency matters. Try to use the same background, framing and lighting style across all your images. This not only looks more professional, but also helps customers recognise your listings or social posts at a glance.

You can also consider adding subtle branding touches. Some retailers use a small shop-branded tag or backdrop card in the corner of their shots. Others include their store name in the filename or video intro. These small steps can help reinforce your identity across different platforms – especially important if you're building long-term customer relationships.

BRINGING PRODUCTS TO LIFE WITH REAL-WORLD USE

While clean, consistent product photography is essential, some of the most persuasive content comes from showing the item in use – especially when it involves your own team. Images and video clips of staff handling or testing products in the field can give customers a clearer idea of how something works, what it looks like in a real setting and why it's worth considering.

For example, a short video of a staff member using a new scope at the range, or a still image of them carrying a rifle in the field, helps buyers visualise the product in their own hands. It also reinforces the idea that your staff are knowledgeable and genuinely interested in the products they sell – not just pushing boxes.

This kind of content is particularly useful for social media or blog posts, where personality and story matter. It also gives you a chance to highlight seasonal relevance (such as a product being used during a stalking trip or vermin control outing), helping you tie marketing efforts into the shooting calendar.

You don’t need a big production crew. A colleague with a smartphone camera, a bit of natural light, and a basic sense of framing can capture highly usable content that feels real and trustworthy. And if the team enjoys it, it can even boost morale – giving staff a sense of pride in the business and what they’re helping to promote.

SEE YOUR LISTINGS THROUGH YOUR CUSTOMER’S EYES

In the fast-paced world of online sales, customers often form a first impression based on your images alone. High-quality photography and simple, honest video content can do much of the selling for you – helping shoppers feel confident enough to make an enquiry, visit your shop or complete a purchase remotely.

The most important takeaway? You don’t need professional training or expensive gear. With a little preparation, a modest investment in lighting, and a consistent approach to framing and presentation, you can dramatically improve how your products are perceived.

Think of it as an extension of your in-store service. Just as you’d present a rifle carefully across the counter, your online listings should reflect the same attention to detail, professionalism and trustworthiness.

Whether you're selling a single used airgun or maintaining a growing online store, strong visuals are one of the easiest and most effective ways to stand out in today’s market. Start with your next listing – and watch what a difference it makes.

We’d love to hear your thoughts on the topics discussed in this article. Please send your comments to editorial@twsgroup.com