The Role of Photography and Videography (P&V) in Corporate Communication: A Case of Ken Photos A Start-Up Photography and Videography (P&V) Company in Kenya.

Abstract

This study explores the role of photography and videography (P&V) in corporate communication, focusing on the challenges, strategies, and impacts faced by start-up P&V companies in Kenya, particularly Ken Photos. The importance of visual communication in today’s corporate landscape is growing rapidly due to its ability to enhance audience engagement, create strong brand identities, and convey complex messages effectively. Despite this, empirical studies on the specific experiences of start-up P&V companies in developing regions such as Kenya remain limited. Therefore, this research seeks to bridge that gap by assessing the visual communication strategies employed by Ken Photos, examining the effects of these strategies on corporate branding and audience engagement, and identifying the opportunities and challenges unique to start-ups operating in the P&V industry. A mixed-methods research design was adopted to provide both quantitative and qualitative insights. Quantitative data were gathered using systematic sampling from approximately 100 clients of Ken Photos through structured surveys. The data focused on client perceptions of the effectiveness of P&V strategies in enhancing brand engagement and communication effectiveness. Qualitative data were collected via semi-structured interviews with the CEO of Ken Photos and an industry expert, providing insights into the strategic use of photography and videography, as well as the operational challenges faced by start-ups in the industry. The data were analysed using descriptive statistics for the quantitative data and thematic analysis for the qualitative responses. The findings reveal that 80% of clients rated Ken Photos’ P&V strategies as highly effective in enhancing brand engagement and communication, with most respondents emphasizing the emotional resonance and storytelling capabilities of videography. This demonstrates the power of visual storytelling in engaging audiences and communicating brand values. The theoretical framework of this study draws on Visual Communication Theory, which posits that visuals are more effective than text in conveying messages, influencing audience perceptions, and evoking emotional responses. The findings align with this theory, demonstrating that P&V strategies significantly enhance audience engagement and contribute to a more cohesive brand image. Additionally, the study incorporates the Resource-Based View (RBV), suggesting that start-ups like Ken Photos can gain a competitive advantage by leveraging creative skills, storytelling capabilities, and technological adaptability as valuable resources. This study contributes to the existing literature on visual communication by offering empirical insights into the specific experiences of start-ups in Kenya’s P&V industry. It emphasizes the importance of strategic visual content in corporate communication, particularly in developing regions where resources may be limited. The study also provides practical recommendations for start-up P&V companies, highlighting the need for investment in cost-effective visual communication tools, the potential of social media for audience engagement, and the benefits of collaboration with clients to produce tailored visual content. In conclusion, photography and videography play an essential role in corporate communication for start-up companies. Despite the challenges faced, start-ups like Ken Photos can successfully leverage P&V strategies to build strong brands, engage clients, and navigate the competitive business environment