How to Spot E-commerce Brands That Overspend on Visual Content
Some brands spend far more on visual production than they need to — not because they want to, but because their workflow forces them into expensive cycles.
If you know what to look for, you can spot these brands instantly and prioritise them in outbound.
Below is a practical field guide for identifying overspend signals in under two minutes.
Signal 1
Large SKU assortment with constant rotation
When a brand handles:
• many variants
• seasonal drops
• rapid style refresh cycles
…their visual costs rise exponentially.
Why it matters
They need predictable, repeatable visual workflows.
If they rely on physical shoots, their budget leaks fast.
Where you see this
• product pages with many versions
• weekly or monthly drops
• wide colour or material options
Signal 2
Frequent promotional campaigns
Brands that run constant promotions create constant visual demand.
Indicators
• new banners every week
• multiple homepage updates
• frequent email campaigns
• seasonal lookbooks
Why it matters
Campaign velocity usually means production bottlenecks — and ballooning costs.
Signal 3
Heavy use of models, props, and physical sets
Furniture, fashion, and lifestyle brands often depend on expensive production setups.
Look for
• elaborate staging
• multi-day shoots
• frequent reshoots
• location rentals
Why it matters
Every change requires recreating the entire environment.
Signal 4
High return rate categories
Some products require visually accurate representation to reduce returns.
Examples
• furniture
• home decor
• electronics
• apparel
Why it matters
If visuals are inaccurate, they waste money twice — in production and in returns.
Outbound advantage
You can surface this pain without them feeling judged.
Signal 5
Inconsistent visual identity across pages
Signs include
• mismatched lighting
• inconsistent backgrounds
• uneven framing
• different rendering styles
Why it matters
Inconsistency often means they use multiple vendors and pay multiple times to fix mistakes.
Signal 6
Slow asset refresh speed
Look for
• outdated images
• product pages using only one angle
• lifestyle photos that do not match newer campaigns
Why it matters
Slow updates mean inefficient production, which equals higher spend.
Signal 7
Evidence of repeated photography cycles
You will see
• old and new shoots mixed
• retouched assets that still look mismatched
• gaps where SKUs are missing visuals
Why it matters
Photography isn’t scalable.
Brands doing multiple cycles per year almost always overspend.
How to turn signals into outreach
Don’t tell them they overspend — that creates friction.
Show that you understand the hidden cost that they already feel.
Example
“Brands with fast rotating SKUs usually face rising visual production costs. We help creative teams update assets faster without repeated shoots.”
It lands because it reflects their reality without criticising them.
