It's all about first impressions. And the thing about first impressions is that you only get one chance to make them. The second a potential breeder sees your stallion's marketing photos they will either decide that they want to know more, or that they don't. Do not underestimate the importance of the photos you put out into the world of your stallion.
So, will the photos you have on your stallion's profile make mare owners stop and look — or scroll straight past?
The conformation shot
If you only have the opportunity to take one really good photograph of your stallion, make it a strong full-body, sideways-on conformation shot. A good conformation shot allows a prospective mare owner to see the horse clearly and assess his overall appearance and conformation.
All horses have strong and weak conformation aspects, and what a mare owner should be doing is not just weighing up your stallion's conformation, but assessing whether he is going to complement their mare. If mare owners cannot properly see your stallion's conformation, they simply cannot make an informed breeding decision.
Find level ground
Your stallion needs to be able to stand square, and unlevel ground will distort his angles and give an unclear — and often unfavorable — picture of his conformation. Conformation simply cannot be assessed well when a horse is standing on uneven ground.
Make sure you are positioning the camera around mid-barrel height. Photographing from too high an angle can make a horse appear smaller and shorter-legged than he really is. Wide-angle lenses can distort the proportions of a horse: objects closer to the camera appear larger, so photographing a horse from very close can make his head look disproportionately large and his hindquarters smaller.
Choose an uncluttered background
A clean background will allow the mare owner's eye to hit your stallion's lines properly, and it will also help your breeding program look more professional and trustworthy. A busy, cluttered background might send the message that you are disorganized — and with all the logistics involved with breeding these days, who wants to work with a disorganized stallion owner?
Present him like you are going to a show
No, this will not improve your stallion's conformation, but it will improve the perception of your breeding program, your attention to detail, and your professionalism. Plus, a clean horse is kinder to the eye and more attractive. Always present your stallion at his best, and don't let a poorly fitted halter, dirty tack or an untidy mane make an otherwise excellent photograph look amateurish.
You also need to pay attention to the light, as this can change a photograph. Harsh midday sunlight creates strong shadows and can make the horse's coat appear uneven. It can also create unattractive shadows across the neck and body. Early morning and late afternoon generally provide softer, more flattering light. Partly cloudy conditions can also work well, because the cloud cover diffuses the sunlight.
Stand square
You want him standing square, or as square as is possible (never work with children or animals, eh?). A horse caught mid-stride tells a mare owner very little about how he is actually put together.
While thinking about how he is standing, also pay attention to his feet. His feet should be trimmed or shod well, and fully visible. Don't post a conformation shot where your stallion's feet are obscured by grass or the footing he is on. A horse's feet are part of his conformation and mare owners will want to see them. Often, if feet are hidden, it is because the horse doesn't have good feet — or at least, that is what people might assume if they cannot clearly see them.
Have his ears forward and his attention on the photographer
This is more than just making him look pretty. It makes him look attentive, interested and personable. A conformation shot can also tell potential mare owners a little bit about your stallion's personality and character. If he looks bored or inattentive, you might lose some potential breeders.
It is worth having a second person on hand to catch his attention while you take the photograph, and worth taking plenty of frames — the ears are usually forward for a split second at a time. Between the feet and the expression, this is where most otherwise good conformation photos are lost.
Your smartphone is fine
You don't necessarily need a professional camera or to spend a load of money. Modern smartphones can produce very good photographs in the right conditions.
Every photograph is marketing
As a stallion owner you might not consider yourself to be a marketer, but that is exactly what you are doing every time you post on social media about him, every time you take him out and about, and every time one of his foals is out and about.
Every photograph you publish contributes to how people perceive your breeding program. Now, that doesn't mean every photograph needs to be professionally staged.
Before publishing a photograph, ask yourself: "does this photo complement my horse?"
If the answer is no, don't post it.
Quick checklist: before you photograph your stallion
Now we are excited to see your stallion's photos on his StallionApp profile page.