Once upon a time, headshots were primarily the faire of actors and models. Real estate agents have been using headshots in marketing for many years . C.E.O.’s and other board members would have had headshots for annual reports. Beyond that, most people didn’t need a headshot.
In the era of social media, however, headshots are for everyone. Whether it’s LinkedIn, a business blog, a company website, Instagram, Facebook, you name it - headshots are everywhere. People are networking mostly online these days, and giving colleagues and clients a face to identify with is important.
In this blog, we’ll start with headshots for actors – there are three different kinds!
After that we’ll get into business headshots, creative professional headshots, and social media headshots.
ACTORS
There are three different approaches for the headshots that actors use, each suits a different purpose. An actor may choose to include one, two, or all three types in their portfolio, so headshot photographers must know the differences and be able to provide the best images to help their clients succeed.
Theatrical Headshots are the most standard type of headshots for actors, and there are certain guidelines that casting agents will be expecting.
The background will be mostly neutral so as not to distract, and is usually a medium or darker color. Black may work, but lighting should be appropriate so as not to lose the actor’s hair into the background.
The crop is a vertical (portrait) composition that includes the top of the actor’s head and the shoulders. 8x10 is the traditional crop for prints. I provide clients with an 8 1/2 x 11, which is better suited to phones and can easily be printed 8x10 if needed.
The clothing the actor is wearing typically a lighter color with no pattern.
The expression is confident, but neutral. There are no big laughs in a theatrical headshot. Actors are expected to portray their core character with this single headshot. Is the actor going after roles for a tough cop? Their expression would be different from an actor going up for a soap opera casting. Soft smiles can portray a warmer disposition, and even a smirk might be appropriate for someone who is playing the more comical or animated roles. Actors may even have a variety of theatrical headshots to submit for various roles.
Commercial Headshots are intended for advertising clients, and as such can show more personality. Here the actor is depicting a salesperson, so they should look inviting and relatable.
The background doesn’t need to be completely neutral, but it should not detract from the actor. As long as the background is in soft focus, some visual interest in the environment might add to the overall appeal. For this reason, commercial headshots may be shot outside, although the photographer should still use studio or flash lighting, or at least be very proficient shooting daylight. It’s always important that the images look professional, because actors will be judged on the quality of their headshots.
The clothing may be brighter and with more distinction if the actor desires. Anything to help portray the character they wish to depict.
The expression must be inviting and relatable, as mentioned, but should also show personality. Commercial actors tend follow archetypes. Think of Flo, the Progressive woman. She likely had that hairstyle and makeup or something similar in her commercial headshot. They were looking for a type, and she was the type.
The crop is typically a vertical (portrait) composition that includes the top of the actor’s head and the shoulders or mid-torso. The photographer may also include some horizontal (landscape) images in a commercial headshot, if the client desires. This type of crop works well on websites and in other marketing materials. 8 1/2 x 11 works well on phones and can easily be cropped to 8x10 for prints.
Comedic headshots are for comedians and comedic actors. These should be more bold than the other types of headshots, but the actor/comedian and the photographer should beware not to go overly silly with comedic headshots. A little goes a long way, and the pictures should appear genuine, not forced, above all else.
The background in comedic headshots might be brighter and more dynamic than the other types of actor headshots. Think seamless paper with grid lighting, a white wall with hard shadows, or even something depicting a location or texture.
The clothing should be whatever the comedian normally performs in, or whatever is appropriate for the types of roles that the comedic actor is casting for.
The expression should be fun and engaging, but need not to be overly silly or performative. Booking agents and casting directors have a “less is more” approach with headshots, so a relaxed, genuine smile or an expressive smirk is going to be better than a clown face. (Unless they’re clown, then by all means do a clown face).
The crop can be vertical or horizontal on these, perhaps a combination of both to suit whatever needs the actor may have, but is still typically an 8 1/2 x 11 vertical.
Examples of Theatrical, Commercial, and Comedic Headshots
All images by Sonya Bowman Photography
Actors are not the only ones who need headshots, however. Next we’ll cover the three main approaches that headshot photographers should have in their arsenal.
BUSINESS HEADSHOTS
Business headshots are those that will most likely be used on LinkedIn, on business cards, on corporate websites, and in marketing presentations. The classic format of a business headshot is fairly standard, and should be followed by the photographer to provide the most professional results.
A studio background of medium blue or light grey is typical, however many clients prefer headshots in their office. In that case, the photographer may choose to use an environmental background, soft and out of focus, depicting an area in the office or outside nearby. At all costs, the photographer should avoid a pure white background, unless it is provided as a second option. The reason for this is that LinkedIn has a white background on the website, so any headshots on white will appear like a floating head, and not like the standard circular view.
The crop is vertical, usually provided in 8 1/2 x 11, and shows the top of the person’s head to approximately mid-chest. Some clients may wish to show more of a full torso view, so it’s important to communicate with you client, they can always crop closer when needed.
The clothing for business headshots is suits and ties for men, and businesswear for women. Business standards have changed significantly in post-Covid times, so this guidance should be taken with a grain of salt. Encourage your client to dress as if they had a big meeting or presentation that day. Corporate casual is fine for the office, but headshots should depict the best version of a person.
The grooming is clean and tidy for men, women usually do their own hair and makeup. The goal is to provide a professional and accurate portrayal that will match the person that shows up for a meeting or interview.
The expression should appear relaxed and pleasant. For some that will be smiles, for others it may be more neutral. Forcing a client into an expression that is not natural for them will come off looking phony, and should be avoided at all costs. Since these clients are often the least experienced in front of the camera, every effort should be made to put them at ease.
Photographers get the best pictures for their clients by providing them with clear posing guidance, reminders to keep their posture up, and suggestions for different head angles and expressions. Keeping some light, friendly conversation going between sets of pictures usually helps to put people at ease and elicits the most natural and flattering portraits.
CREATIVE PROFESSIONAL HEADSHOTS
Like business headshots, these images will appear on LinkedIn, in marketing presentations, and on small business and corporate websites . There is more freedom in the look and feel of the images, however.
The background can be whatever is appropriate for the client. Often times, creative professionals have interesting work spaces, so that may be a great location to shoot. A studio background of any color, a location such as an office, or an outdoor area will work, depending on the client, the business they are in, and that which they wish to portray. If the background is white, it should be lit for dimension, and not read true white to avoid the floating head syndrome on LinkedIn. Collaboration with creative professionals can lead to satisfying results, but the photographer should bear in mind that a headshot is still a headshot, so the background shouldn’t be too distracting. Discuss the options in advance with your client and choose the best approach together.
The crop is usually a vertical, but consider including other options. Horizontal shots can be very engaging on websites and other media. They also crop to squares very easily, which works well on LinkedIn and is handy for Instagram and other social media platforms.
The clothing for creative professional headshots is open for interpretation. In general, creative professionals tend to show more personality with their wardrobe, so by all means let that shine. All clothing for headshots should be neat, in good condition, and appropriate for the business they are in. Bringing 2-3 options for the clothing will allow the client and photographer to choose what works best.
The expression will be whatever the client feels comfortable with. A good photographer will always provide posing suggestions and feedback about posture and expressions, but not so much as to make the client nervous. A successful headshot photographer has a gregarious spirit that puts people at ease, and can read the needs of each individual to help them relax and take great pictures. Is it music? A snack? Some lighthearted conversation? Whatever it takes to get the picture. The photographer should be patient and attentive in getting the best out of each client.
SOCIAL MEDIA HEADSHOTS
Social media headshots trend more toward a portrait or fashion shoot, but I include them here as the dynamic is much the same as a headshot. Some clients may be looking for a variety of lifestyle images to use on different platforms or even dating websites.
When shooting for influencers, it is best to provide a variety of looks so as to generate as much content as possible. These clients are typically very used to photography and will work through many looks quickly. Photographers should consider using both their camera and cell phone to capture pictures and video to increase value.
Providing a variety of backgrounds is key to these shoots, so working on location is often a great solution. Having the client meet at the studio, shooting a few options there, and then going out into the surrounding areas is also a good choice. In this way, the photographer can easily provide the client with numerous looks without going through numerous set-ups, saving time and money for both the client and photographer. (Additional retouching fees may apply given the increase in image count, but influencers often do their own adjustments, so bill accordingly).
The crop may be square for posts, but stories are vertical, so follow the client’s requests on this, and above all, provide variety.
The clothing for influencers will be their own style, and probably plenty of it. Guide clients looking for general social media or dating profile content to bring at least 4 wardrobe changes to provide variety. The options should be mostly casual, possibly some business attire, but nothing too formal. Influencers are used to working quickly and making lots of wardrobe changes, but their hustle shouldn’t sacrifice the quality of the images. Photographers should help look for styling details, such as making sure a collar is laying flat, the buttons are done, and there are no obvious wrinkles.
The expressions should vary depending on what is appropriate for that particular setup. Not every image needs to have the client looking at the camera, but most should. Either way, the face should be relaxed and engaged. Just keep shooting and directing as needed so that at the end of the session, the client has a number of different looks that show different aspects of their personality.
Business, Creative Professional, and Social Media
All images by Sonya Bowman Photography
I hope you enjoyed this blog. At my studio in Culver City, California, I have the opportunity to work with a broad range of clients. Los Angeles is home to business professionals of all types. I work with each individual client to find out what their goals are with this image. Many of my clients choose to stay in Los Angeles or California, giving us the freedom to bend the rules of business headshots significantly. California is a more casual climate, in business and elsewhere. If a client is planning to seek work in New York, Boston, or Chicago, however, it’s important to stick with the more traditional expectations out of headshot photography.
Los Angeles is also home to many actors, models, and aspiring stars of all types. These clients may be more experienced when it comes to having their pictures made, and may even be under the direction of their agents. Actor’s agents in Los Angeles have specific photographers with whom they have contracted. Those photographers work closely with the agent to provide exactly what the agent is looking for. There is a visual language in all types of headshots, and while the photographer should always remain inspired and creative, they must also know when to stay in their lane, and deliver according to the brief. For photographers seeking to expand their business in headshots, the challenge is to come up with a style that is unique to the photographer, but still delivers on the standards of headshot photography.
If you would like to see more examples of headshot photography, please head over to this portfolio:
https://www.sonyabowman.com/headshots
Thanks for reading!