Hi guys, I have a special episode for you today. I’ve just finished Day One of my two-day Sydney workshop and thought that I’d get my tape recorder out to bring you an insight from a panel of photographers who have a busy, engaged social media presence and talk about some different perspectives on this popular topic.
Learning from the people around you is one of the best ways to progress. So after a long day of workshop teaching in Sydney, I chatted with Claire, Josh M., Josh J., Usamah, Keegan, and Ryan to get their thoughts and opinions on social media in 2020.
If you want to find everyone on the podcast, I’ll put their Instagram accounts at the bottom of the page, along with details of our sponsors – our favourite copywriters PepperStorm Media and our very own Posing & Lighting course which is out now!
It can be hard to decide which social media platforms you should focus your time on. One of my biggest pieces of advice is don’t go on every social media platform out there. Choose the ones that resonate with you and focus on them. So I don’t use Facebook but I love Instagram.
Josh J. agreed with this and added that it depends on what you’re trying to accomplish. As a photographer, Instagram has been the biggest return on time investment and has resulted in a lot of destination work for him. He mentioned TikTok as an example of an up-and-coming platform that generates a lot of engagement. When it comes to Insta, Josh thinks interaction is key. He tries to engage as much as possible, putting a lot of time into his captions as well as the photos. These can make or break a post and allow an audience to invest in an artist and their work.
Ryan agrees that Instagram is the most beneficial for photographers. For him, Insta stories and YouTube are the areas he’s focusing on. He may go a few months without posting on Instagram, but has found it doesn’t change his engagement with potential clients. However, he’s constantly putting up Insta stories, and offering advice and behind-the-scenes videos on YouTube. He thinks it’s important that people see that you know what you’re talking about. You can also send out tip videos to clients over email; it’s very easy to put together a two-minute piece and your clients will thank you for it. Ryan tries to shoot one video a week and thinks that they’re useful to stay visible with potential clients. He also repurposes them for his Insta stories.
Keegan explained that putting yourself out there on Instagram is a smart strategy. In the past, he’s just used it as a photography portfolio, but is now trying to make it more personal. He put a lot of effort into his hashtags to create a bigger audience. He’s trying to put himself into more Insta stories without caring about what people might think, as it’s important to show what you’re passionate about. Josh M. thinks it’s important to highlight that every creative person is going to have a different personality. So the way creatives show up in their business and on their socials is going to vary.
Josh M. thinks Facebook can still be valuable for photographers, especially when it comes to tags. There is more chance of getting tagged on Facebook than Instagram. When you’re starting out, Facebook can still be very useful. You may not get big numbers, but the numbers that you get can potentially be worth more. Each platform has its pros and cons. It depends on the creative and how they use it to their advantage.
Usamah also thinks Insta stories are the next big thing. People are leaning towards videos more and moving away from pictures, even on Instagram. As wedding photographers, Usamah thinks it’s a good idea to incorporate video into their socials. Claire admits she gets a bit anxious about posting on Instagram. She thinks that finding a unique, creative style through stories is key, as opposed to regular posts. She gets more engagement through stories because she puts her own flavour into them. I’ve also found that you can get a sense of someone’s personality through their Insta stories.
Claire thinks that there’s a lot of pressure around social media channels. You feel your work might not be good enough compared to other photographers. When you’re building your audience, it can be hard to engage people in your life and work. Josh M. thinks you have to be true to yourself.
Social media has led to a rise of copycats, so being true to yourself and your work is important. In time, this will lead to a unique style. The most artistic shot might not appeal to the masses, but you should post it anyway. Do what makes you excited. When I look at Josh M.’s account, I see his personality come through. I always try to do the same thing. Josh J. finds that this pays off too. Couples he’s shooting often mention specific things he’s posted on his socials, which is proof that people are connecting with the content.
I always think it’s important to make your content for someone, as opposed to the general audience. This way, by the time you interact with clients, they get a sense of who you are. Josh M. thinks you have to keep your ideal client in mind. You’ve got to know who you want to shoot and who you don’t. Josh is always posting things that are clearly aimed at a specific audience; this is smart as it probably means he doesn’t have to adapt his style too much on shoots unless he wants too.
Usamah agrees, but also thinks this can be hard when you’re first starting out. You can’t always choose clients. Josh thinks you should always project into the kind of photographer you want to be, even if it means having a leaner year at the start. Josh J. underlines that there’s a lot of competition and noise in the industry. You have to cut through the noise and make yourself distinct. Thinking about future clients is key.
Claire loves it when people interact with her posts and work. I recently got a thank you message for sharing something, even though the guy had millions of followers. I learned that it’s important to always keep the smaller interactions in mind and show appreciation when you can. Claire thinks positive engagement takes away some of the social media anxiety. It’s awesome when you know your work means something to someone.
I really enjoy listening to podcasts because I don’t have to spend my downtime looking at a screen. Keegan thinks podcasting is definitely the way forward. It’s great to zone out and not be bombarded by visuals. IGTV is also interesting because the content is so digestible. I always feel like I’m getting a lot more from it. Ryan couldn’t agree more. He finds himself scrolling more and more on IGTV and plans to make more content for it. He wants to focus on education. Josh M. sees one of the benefits of giving content to couples is that they’ll remember you. If they have a bad experience with their photographer, they might come back to you to book a shoot. So even if you don’t immediately get the job, you’re still in the back of their mind.
For me, it’s about connecting and putting out content consistently. You’ve got to have hustle in you and take every opportunity you can. Josh J.’s goal wasn’t just growing his following. He prefers a smaller following with high engagement. Consistency and authenticity are key. Positive engagement with other accounts snowballs into a bigger engagement for you.
Josh M. agrees that quality over quantity is important. You want potential clients as opposed to just followers who think your viral photos are epic. Too many followers can give the impression you’re too busy and keep clients away.
Social media can be manipulated almost like a reality TV show. I think you can overshare and be too self-absorbed, but sometimes people tell me they wish I posted more. For Keegan, numbers aren’t a big deal. If you’re showing the value of what you do, that’s the goal. For him, he tries to keep his Instagram grounded in his work, as opposed to his lifestyle.
Putting yourself on the line with a strong opinion can repel people. You can get negative reactions, especially if you have a lot of followers. When Keegan first signed up, he wasn’t engaging with clients. He was worried about how people would perceive him. But he thinks it’s worth getting a plan together and defining your end goal. With that in mind, he started posting more to appeal to the local market.
Instagram is still relevant, but we need to learn how to use it better. We need to engage with our audience more, specialise more and use video as much as possible. It’s also important to understand how people are digesting content and keep an eye on rising platforms like podcasts. Dig in, keep connecting with your couples and ultimately better serve your audience.
That was such an awesome conversation and I hope it brought you some useful pointers that you can use in your own social media strategy. If you want to connect with anyone you heard on this podcast, here they are on Insta:
And a big shout-out to the listeners who have been leaving me reviews on the Apple podcast app – I love reading these and it helps this podcast reach more people and be as good as it can be, so if you haven’t left me a review yet then I’d love to hear from you.
Cheers guys, see you next episode!
This episode is brought to you by the guys over at PepperStorm, an awesome copywriting team who I have used across all my businesses for years. If you need some killer copywriting, get in touch and use the code: MAKEYOURBREAK to get $100 off when you buy one of their packages.
Our second sponsor is…our own team! The Posing & Lighting course is now available and it is helping wedding photographers level-up their craft. It’s such a small investment to join a big community of people who are on the course, plus we’re always adding more content and value as well as teaching you how to get more confident and efficient on wedding days so you can create better images for your clients.