Product photos from UGC creators: how to order them for your store, marketplaces and ads

The best way to get product photos for an online store is to order two kinds: packshots on a white or plain background from a studio or photographer, and lifestyle shots — the product in someone’s hand, at home, in use — from UGC creators. A packshot shows exactly what you are buying. A creator’s photo shows how the product looks in real life, and that is usually what convinces people to buy.

To get photos you will actually use, define upfront: where the photos will go (product page, marketplace, ads), which aspect ratios and resolution, how many shots and of what, which background, and for how long and in which channels you may use them. You can look for creators yourself or publish one task on a platform such as Blogger Bank, where UGC creators apply on their own.

Packshot or creator lifestyle photo — when to use which

They are not substitutes; they do two different jobs on a product page.

• Packshot (studio) — the product on a clean background, even light, accurate colours. You need it as the main image in your store and on marketplaces, in price comparison sites and catalogues. Consistency matters: every product in the store looks alike.
• Lifestyle / in-use photo (UGC creator) — the product in a natural setting, in human hands, being used. It answers questions a packshot can’t: how big it is, how it fits, how it looks in an ordinary flat rather than a studio.

A practical rule: the main image is a packshot, the next gallery slots are creator photos. In Facebook, Instagram or TikTok ads it is the other way round — real-life photos usually look more natural in the feed than a sterile packshot.

Examples where creator photos make the biggest difference:

• pet accessories — a dog bed with a dog actually sleeping in it (creators in the pets category);
• home furnishings — a lamp or bedding in a real room rather than a studio set (home);
• food and kitchen products — a finished dish, coffee in a mug, a blender at work (food);
• electronics and gadgets — headphones on someone’s head, a charger on a desk next to a laptop (technology);
• car accessories — a phone holder mounted in the cabin, a boot organiser (automotive).

What to put in a product photo brief

Most failed orders are not the creator’s fault but the brief’s, because it doesn’t say what the photos are for. General rules for a good brief are in our article on how to hire a UGC creator or blogger. For product photos, add the following specifics.

Purpose and formats

Say where the photos will be used and give the aspect ratio for each place. Typically you need a square for the product gallery and Instagram grid, a vertical for stories, story-format ads and TikTok, and a horizontal for website banners and newsletters. The easiest approach is to ask for full-resolution photos with spare room around the product — then you can crop for each format without cutting the product off.

If the photos are going to a marketplace, check the current requirements in that service’s official help pages and copy them into the brief. Rules on the main image, background, text and watermarks differ between services and change over time, so don’t rely on memory or last year’s guides.

Shot list

Instead of “a few nice photos”, give a list of scenes, for example:

• the product in hand — to show scale;
• the product in use — the key action it is for;
• the product in context — on a desk, in a kitchen, in a car, depending on the category;
• a close-up of the detail that sets the product apart (material, clasp, display);
• the packaging or set contents, if that matters for the purchase.

Also specify how many versions of each scene you want and whether faces should appear or hands are enough. Faceless photos are easier to reuse in many places, and some creators prefer that kind of work.

Background, light and style

Describe in words the mood that fits your store: bright natural daylight or warm evening light, a minimalist interior or everyday clutter. Attach two or three example photos you like. List what must not be in the frame: other brands’ logos, competitor products, text on the image.

Usage rights

In one sentence, state where and for how long you may use the photos: only on the store website, also on marketplaces, also in paid ads. A longer licence and paid ads usually mean a higher fee, so settle this before you start, not afterwards. We explain the details in our article on copyright in creator content.

Product and deadline

Say whether you will ship the product and whether the creator may keep it, when you expect the photos and how they should be delivered (full-resolution files without filters or text, unless you want otherwise).

How to receive and check the photos

When the files arrive, go through a few questions in turn:

• Is the full shot list there? Compare the files with the list of scenes in the brief.
• Is the product shown accurately? Colour, texture and proportions must match what the customer will receive. Heavy filters that change the product’s colour are a common cause of returns.
• Can it be cropped to every format? Check that the product doesn’t run to the edge of the frame in square and vertical crops.
• Is the product in focus? A photo looks fine on a phone; on a big screen you see the blur.
• Is there anything unwanted in the frame? Other logos, personal data, number plates, reflections in mirrors.

Send revisions in one batch, in a single message, referring to a specific file and a specific change. The number of revision rounds is best agreed in the brief.

How to use creator photos in your store, on marketplaces and in ads

Store product page

Packshot first, then two or three lifestyle photos: scale, use, context. Creator photos also work well within the product description, next to specific features — instead of a dry bullet saying “adjustable strap”, show a photo of how to adjust it. More on combining creators with an online store in our article on influencer marketing for an online store.

Marketplaces

On marketplaces the main image usually has to meet the service’s strictest rules, which is why it is most often a packshot. Use creator photos further along the gallery and in the description, as long as the service’s rules allow it — check its official help before uploading.

Ads

In ads, test several photos from different creators side by side and keep the ones that perform better. Remember that use in paid ads must be covered by the licence agreed in the brief. Over time your best photos become a content library you can refresh every season instead of one big shoot a year.

Checklist before you order

• You know which photos come from the studio (packshots) and which from creators (lifestyle).
• The brief states the purpose of the photos and the aspect ratio for each place.
• There is a shot list with the number of versions per scene.
• Style, background and what must not be in the frame are described.
• Marketplace requirements are checked in the official help pages.
• The scope and duration of the licence are written in one sentence.
• Deadline, file delivery method and number of revision rounds are agreed.

How Blogger Bank solves ordering product photos from creators

• Instead of hunting for photographers and messaging each one — you describe in a task what photos you need: formats, shot list, style and usage scope. UGC creators apply on their own, and you choose those whose portfolio fits your store.
• Instead of negotiating and drafting a contract for every shoot — you describe the terms once, and the contract with the chosen creator opens automatically.
• Instead of files scattered across email, messengers and drive links — the conversation with the creator, photo delivery, revisions and payment are all in one place.
• Instead of one big shoot a year — you can order fresh photos for new products and campaigns whenever you need them.

You can also browse creators in the influencer catalogue and invite specific people. Create a brand account and publish your first product photo task.