Social media is one of the most powerful tools for photographers to showcase their work, connect with clients, and grow their business. Almost all of my bookings come from two sources: word of mouth and, you guessed it, social media. This guide will walk you through how to level up your social media presence, grow a loyal following, and turn those followers into paying clients.
Before we dive-in, check out my other guides for photographers!
Mini Session Guide - Increase your profits, and run successful Minis that stay booked. This guide highlights topics that include pricing structures, marketing strategies, brand awareness strategies, up-selling techniques, and more!
Pricing and Upselling Guide - Start pricing your services effectively with my easy-to-use Copy/Paste Pricing & Upsell Guide! I’ll share valuable insights on session pricing, add-on and digital upgrade pricing, email workflows, payment acceptance, and powerful upselling techniques. This comprehensive resource is crafted to help you maximize your revenue through effective pricing and upselling strategies.
Meet: Cienna So
I truly love sharing valuable content with my photography community, and all I ask in return is your feedback on how my guides have influenced your business. Please share your insights in my private group for photographers so we can support each other’s growth and success! Don't forget- You can also ask any questions related to my guides! I'm here to help and provide clarity on any topics you might need assistance with.
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Chapter 1. Choosing the Right Platforms
Not all social media platforms are the same, and it’s important to focus your energy on the ones that work best for your photography business.
Here’s a breakdown of the major platforms that are best for photographers:
• Instagram: The most visual platform, perfect for photographers. Use it to share your portfolio, engage with your audience, and showcase behind-the-scenes content. Instagram Stories and Reels are great for connecting with followers in a casual way, while your feed can feature polished work.
Instagram Growth Tip: Looking to expand your audience and reach new people? Get more Instagram followers (for photographers) by posting high-quality reels, which is one of the fastest ways to boost your visibility.
• Pinterest: Ideal for sharing your portfolio and driving traffic to your website or blog. Pinterest is a visual search engine, so keywords and consistency are cruicial.
Pinterest Growth Tip: Post consistently and don’t forget to link your Pinterest across all your social media for maximum reach! 5-15 pins per day.
• Facebook: Facebook is still a powerful platform for community-building, especially for photographers. Facebook Groups offer a great opportunity for networking with other professionals and connecting with potential clients in your local area. With features like location-based search and event tools, you can engage with your audience, showcase your work, and establish a strong presence in the community. Leveraging these tools can help you build relationships that convert into bookings.
Facebook Growth Tip: This strategy works across all social media, but let’s focus on Facebook. Host a model call and require participants to follow you on multiple platforms to qualify. It’s a simple yet effective way to grow your following while building buzz for your business!
• TikTok: My favorite platform where short-form video content is super popular. TikTok can showcase your personality, behind-the-scenes moments, and creative processes in a fun, engaging way. You can also share photos by using apps like CapCut or the in-app TikTok feature.
TikTok Growth Tip: Launch a dedicated account just for your photography business to keep your brand focused. Post 3-5 times a day, showcasing your work, behind the scenes moments, and tips
• LinkedIn: Best for photographers working in corporate, headshot, or commercial photography. It’s a great place to connect with businesses looking for professional services. Although I don't use LinkedIn myself I wanted to include it in this list.
Social Media Tip: Start by focusing on 2-3 platforms that match your style and clientele. Trying to do everything at once will be overwhelming!
My Go-To Apps for Seamless Social Media Management and Video Creation (PSSSSP They're ALL FREE)
BTW I'm not sponsored by any of the Apps I mention below.
CapCut for Video Creation
CapCut is my go-to app for creating TikToks and Reels. I definitely recommend using it over Instagram’s built-in editing tools. Why? Because platforms like Instagram tend to compress your videos, which can really mess up the quality. With CapCut, you get way better results, and your videos will look way sharper and more professional! Plus, it’s a game changer for us photographers when we want to showcase our photos at the end of a video. With CapCut, you can present your work in a way that looks sharp and professional, making your content stand out even more!
Bad Quality Videos Don't Get Seen
Low-quality videos on platforms like Instagram and TikTok often don’t perform well because the algorithms prioritize content that keeps viewers engaged. Blurry, pixelated, or poorly edited videos can be a major turnoff, causing people to scroll past quickly, which sends negative signals to the algorithm. This lack of engagement means your video is less likely to be shown to a wider audience. High-quality, clear content grabs attention, keeps viewers watching longer, and leads to more likes, comments, and shares, boosting your video’s visibility and reach on both platforms.
SCRL for Instagram Posts
The most annoying thing about posting on Instagram is their automatic crop feature. This is especially noticeable when you really wanna show off the full scale of your image. How do you get around that? I recommend the app SCRL.
Later for Scheduling and Management
There is a free version available but you might find the subscription to be more useful.
Chapter 2. Optimize Your Profiles
Your social media profile is often the first point of contact for potential clients. Here’s how to make sure your profile represents your brand effectively:
• Profile Picture: Use a professional looking headshot or logo that clearly represents your brand.
• Bio: Keep it short but descriptive. Explain what kind of photography you specialize in, your location, and a call to action like “DM for bookings” or “Check out my website.”
• Link in Bio: You can use tools like LinkTree to organize multiple links in one place, but Instagram now offers the option to add multiple links directly in your bio. On TikTok, you’ll need to reach 1,000 followers before unlocking the ability to add a clickable link to your profile.
As you can see in the screenshot above, I keep my bio simple and focused on the key information that matters most. I’m all about that minimalistic vibe, making it easy for viewers to get the essentials at a glance.
Important Info Includes
Name
What I do (photographer/educator)
My business page linked
My location
I want to take a minute to talk about a key feature in your profile that when used correctly can get you discovered a lot easier. For this example, I'm going to use a screenshot of my Jaide and Jett Presets Instagram page. (See Below)
The name on your Instagram profile plays a crucial role in helping you get discovered. Unlike your username, which is unique to you, the “name” field is searchable. This means you can use it to include relevant keywords related to your business or niche, making it easier for people to find you when they search for those terms. For example, the keywords I used above are:
"Jaide & Jett"
"Presets for Lightroom"
and "Mobiile"
Adding keywords that your target audience will search for on Instagram increases the chances of appearing in search results for those looking for your services or products. It’s a simple but effective way to boost your visibility and attract the right audience.
How to change your name on Instagram: To change your name on Instagram, start by opening the app and navigating to your profile by tapping the profile icon at the bottom right. Once there, select the “Edit Profile” button located beneath your bio. In the editing menu, you’ll see a “Name” field—tap on it, delete your current name, and enter the new one you’d like to use. After you’ve made your change, save it by tapping “Done” in the top right corner on iOS or the checkmark on Android. Your updated name will now be visible on your profile and searchable, making it easier for others to find you!
Shaping Your Algorithm for Success
Understanding The Algorithm
When you set up a new social media account, you can help the platform show you the right content by guiding its understanding of your preferences. Every time you interact with the app— by liking posts, leaving comments, sharing content, or following other accounts—you send signals about what you enjoy and who you want to connect with. This process is crucial for new accounts because it helps establish your identity and target audience, ensuring that the platform knows what kind of content to promote to you.
When you engage with content that aligns with your interests and goals, the social media platform starts to recognize your preferences and the type of audience you want to reach. As you interact with relevant accounts and share content that reflects your brand, the algorithm learns to associate your profile with specific themes and interests. This, in turn, helps the platform show your posts to users who are likely to engage with your work, ultimately increasing your visibility among potential clients who are genuinely interested in your photography services.
Reach Your Local Audience
To effectively shape your algorithm on a new social media account for your photography business, focus on connecting with your local community.
1. Follow Relevant Accounts: Start by following local businesses, wedding venues, and even clients/models you've worked with. This helps you connect with potential clients while the algorithm learns to show you relevant content.
Don't spam follow!!!
Spamming follows- by rapidly following many account without genuine engagement- can harm your strategy and limit your visibility. The social media platform may view this behavior as insincere or even as an attempt to manipulate the system, which can lead to your account being shadow-banned. Instead, focus on building genuine relationships with accounts that align with your brand, as this will lead to more meaningful interactions and a stronger presence in your community.
2. Post Consistently: Regularly share content that reflects your photography style, including behind-the-scenes shots and local collaborations. Consistency signals to the algorithm that you’re an active user worth organically promoting..
3. Get Involved in the Community: Attend local events, collaborate with businesses for cross-promotions, volunteer at the local animal shelter, and participate in local online groups or forums.
4. Engage with Your Audience: Respond to comments, like posts, and interact with users who engage with local accounts. This boosts your visibility and helps the algorithm understand your target demographic.
By following these steps, you can help the platform’s algorithm learn about your photography business and target audience, increasing your chances of reaching the right people and growing your account.
Chapter 3. Crafting Content for Your Audience
To grow your audience and turn followers into clients, focus on creating content that resonates with them. Consider what your potential clients are interested in seeing.
• Show Your Best Work: Consistently share high-quality images from recent shoots. But don’t just post and go; engage with your followers by sharing the story behind the photo or tips about the shoot.
• Behind-the-Scenes: People love to see the process. (Like for real - one of my behind the scenes videos got over 1 million views on Instagram.) Post behind-the-scenes content to show what goes into creating your images. At each session, set your phone up on tripod or have someone film for you to capture content for future videos. Even if you don't use everything right away, save the footage in a dedicated folder for later. You never know when it might come in handy.
Instagram: @ciennaso
• Client Testimonials: Share feedback from clients or before-and-after shots to show the results of working with you.
• Educational Content: Position yourself as an expert by sharing tips. For example, create posts or videos about posing tips, location suggestions, or how to prepare for a shoot.
• Personalize: Show your personality and life outside of photography. This can help build trust and make your brand feel more approachable.
Video Example Idea: Hook - What's in my camera bag?
Tip: Use a mix of static images, videos (like Reels or TikToks), and stories to keep things fresh.
How To Keep Instagram Feed Consistent and Aesthetically Pleasing
Maintaining a consistent and aesthetically pleasing Instagram feed is essential for attracting followers and creating a strong brand identity. Here are some key strategies to help you achieve this:
1. Define Your Brand Aesthetic: Start by identifying your brand’s visual style. Consider your niche and the emotions you want to evoke in your audience. This could include specific colors, editing styles, or overall vibes (e.g., minimalistic, vibrant, moody). Creating a mood board can help you visualize your aesthetic and guide your content creation.
2. Choose a Color Palette: Select a cohesive color palette that reflects your brand. Use these colors consistently across your posts to create a harmonious look. When curating your Instagram feed, it’s important to avoid using overly busy or cluttered first-slide photos. These images can be visually overwhelming and may detract from the overall aesthetic of your profile. When creating a feed that in aesthetically pleasing it's important to plan ahead and visualize what would look best.
3. Use a Consistent Editing Style: Develop a specific editing style for your photos. Whether you prefer warm tones, high contrast, or soft pastels, stick to that style across your posts. Using the same Lightroom presets or filters can help ensure your feed stays looking stunning.
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Discover your style with my professional presets.
4. Plan Your Content: Consider using a content calendar to plan your posts ahead of time. This allows you to see how each piece fits into your overall feed. You can use apps like Later or Planoly to visually arrange your posts and maintain a balanced aesthetic.
5. Vary Content Types (example below): Mix different types of content, such as photos, graphics, and videos, while staying true to your brand aesthetic. This variety keeps your feed interesting without sacrificing consistency. Just ensure that each post aligns with your established visual style.
Incorporating black and white photos into your Instagram feed can effectively create visual separation and enhance the overall aesthetic. These images can serve as a refreshing contrast to your colorful posts, allowing viewers to take a moment to pause and appreciate the varying styles. By strategically placing black and white photos, you can break up a series of vibrant images, preventing your feed from becoming overwhelming or monotonous.
Since this screenshot is from my feed about a couple months ago there is one thing I would change to make my Instagram feed more aesthetically pleasing.
Can you guess what I would change?
Look where I placed the X in the screenshot above. I think if this photo (bottom right corner) was black and white it would make the feed look better. Keep this in mind when you start to post.
Adding black and white photos to your Instagram feed is an easy way to enhance its aesthetic and create visual breaks between posts. By placing these shots thoughtfully, you can balance out the vibrant colors, keeping your feed from feeling too cluttered or repetitive. This is one of my go-to tricks for making my feed look more cohesive and artistic overall.
We LOVE a crop moment
Intense crops are another great way to make your Instagram feed stand out. By zooming in on details or framing your subject in a unique way, you can create interesting compositions that break up the flow of your regular posts. Cropping tightly can draw attention to textures, emotions, or key elements in your photos, giving your feed a more dynamic and visually intriguing look. It’s an easy technique to create variety and keep your audience engaged without needing to drastically change your style.
6. Maintain a Posting Schedule: Consistency in posting frequency is as important as visual consistency. Establish a regular posting schedule to keep your audience engaged and set expectations for new content. This helps build momentum and fosters a sense of community.
7. Engage with Your Audience: Respond to comments and messages, and engage with your followers’ content. Building a community around your feed can enhance its overall appeal, encouraging users to interact more with your posts.
When you engage with others on social media, aim to provide more meaningful responses beyond just emojis or a simple, "thank you." Take the opportunity to offer genuine, personalized replies that foster a sense of connection and community. By shariing your thoughts, asking questions, or expressing your appreciation in a more detailed way, you can create a deeper, more authentic interaction. Engaging thoughtfully shows that you value your audience and are invested in nurturing those relationships.
8. Use Instagram Stories and Highlights: While your main feed should focus on aesthetic consistency, you can use Stories to share more spontaneous content or behind-the-scenes glimpses. Organizing your Stories into Highlights allows you to maintain a cohesive look while showcasing diverse content.
By implementing these strategies, you can create an Instagram feed that not only looks great but also resonates with your audience, reinforcing your brand identity and attracting more followers. Consistency and aesthetic appeal are key to standing out in a crowded digital space! If you’d like some feedback on your feed, feel free to share a screenshot in my Facebook group for assistance.
Chapter 4. Hashtags Vs Keywords
Hot Take: Hashtags are dead
As someone who’s been navigating the social media landscape for a while, I’ve seen firsthand how the role of hashtags has changed dramatically. Platforms like Instagram and TikTok have updated their algorithms to prioritize user engagement and preferences over hashtags, which means we need to focus on creating content that resonates with our audience instead of just relying on tags. With so many users using hashtags, they’ve become oversaturated and lose their effectiveness. Features like TikTok’s “For You” page and Instagram’s Explore page enhance content discovery through personalized experiences, further reducing the reliance on hashtags. Instead, keywords are a better strategy for increasing visibility.
Get Disovered by Using Keywords
A keyword for SEO (Search Engine Optimization) is a specific word or phrase that users type into search engines when looking for information. Keywords are crucial for improving your social media visibility and ranking in search engine results. By strategically using relevant keywords in your content, titles, and meta descriptions, you can attract more traffic to your profile from users searching for those terms. For example, “how to get more Instagram followers for photographers” is a keyword phrase that targets a specific audience looking for guidance on that topic.
Keywords are essential for SEO, helping your content be discovered on social media and search engines. Keywords provide context and relevance, making it easier for users to find your posts, and they have a longer shelf life than hashtags, continuing to attract views long after publication. By using keywords effectively, you can encourage deeper engagement with your audience, connecting your content to discussions that matter to them. While hashtags can still play a role, I encourage you to shift your focus toward keywords to enhance discoverability, boost engagement, and adapt to the ever-changing social media landscape.
Turn Your Captions into Blogs
Your captions should be like short blog posts filled with keywords. Think of your caption as an opportunity to tell a story or share valuable insights related to your photo or video.
By crafting captions that read like mini blog posts, you not only capture your audience’s attention but also keep them interested in your content. Incorporating relevant keywords throughout your caption helps improve your visibility on social media and search engines. When users search for topics related to your content, those keywords make it more likely that they’ll discover your post.
Additionally, using keywords naturally within your caption can encourage engagement by prompting discussions around those topics. This strategy allows you to connect with your audience on a deeper level, making your content more relatable and shareable. In short, by treating your captions like concise blog posts rich with keywords, you enhance both the engagement and discoverability of your content, driving more traffic to your profile and ultimately helping you grow your audience.
Got Questions?
Join The Discussion | Cienna So Education: Private Facebook Group for Photographers
Engage with fellow photographers by joining my Facebook group, where you can ask questions related to any of my guides and connect with others in the community. Let’s learn and grow together!
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Chapter 5. Scheduling & Consistency
Staying consistent with your social media posts is SO crucial for growth.
Create a content calendar and plan posts in advance.
• Plan Posts: Schedule your posts with tools to ensure you’re posting regularly, even on busy shoot days.
• Post Frequency: Aim for 3-5 posts per week on Instagram, 5-15 pins per day on Pinterest, and daily stories. Consistency helps keep your audience engaged and builds trust.
Tip: Try “batch creating” content.
Set aside a day to edit and schedule several posts at once.
Chapter 6. Engaging With Your Audience
Engagement is key to building a loyal following. Respond to comments, interact with other accounts, and show your personality.
• Reply to Comments: Take the time to respond to people who comment on your posts.
• DMs: Don’t ignore your direct messages. This is where potential clients will often inquire about services. Have a professional yet friendly response ready to send.
• Engage with Others: Like, comment, and share posts from other photographers or businesses you admire. This helps build relationships and increase your visibility.
Additionally, the people you interact with on social media play a crucial role in boosting your engagement. When you engage with their content—whether through likes, comments, or shares—your future/past posts become more likely to appear in their feeds. This increased visibility can lead to more interactions with your own content, creating a cycle of engagement that benefits both you and your audience. Essentially, the more you connect with others, the more your posts will be seen, helping you grow your reach and foster a stronger community around your brand.
Tip: Follow hashtags in your niche so you can find potential clients or collaborators.
Chapter 7. Running Ads & Promotions
Once you’re comfortable with organic social media, consider using ads to reach a broader audience:
• Instagram/Facebook Ads: You can run targeted ads to reach people in specific locations, age groups, or interests (e.g., engaged couples for wedding photographers). Ads can promote upcoming mini sessions, model calls, or specific packages.
• Promotions: Offer limited-time discounts, giveaways, or free guides to incentivize people to follow you, engage with your posts, or book a session.
Tip: Test out different ads with small budgets to see what works best for your audience.
What I've learned from running ads... The honest truth
I’ve run ads numerous times, and I want to share some honest insights to help you avoid wasting your money. Running ads can be a complex process that demands a solid understanding of various elements to ensure success. It’s not just about setting a budget and clicking “go”; effective advertising requires strategic planning, audience targeting, and ongoing optimization. Before diving in, it’s crucial to educate yourself on these factors to make informed decisions and maximize your return on investment.
Chapter 8. Measuring Success & Analytics
Understanding what works and what doesn’t is essential to improving your social media strategy:
• Instagram Insights: Check how your posts, stories, and ads are performing. You’ll see which posts get the most engagement, which helps you refine your content.
• Pinterest Analytics: See how your pins perform, what gets saved, and which pins drive traffic to your website. If you notice your pins aren't performing welll here are some tips: Post more frequently (10-20 times a day), write compelling descriptions filled with keywords that flow naturally, and stay current with trends.
• Google Analytics: If you’re using social media to drive traffic to your website, Google Analytics will show you where that traffic is coming from and how people are interacting with your site.
Tip: Use these analytics to figure out what kind of content resonates with your audience and do more of that.
Chapter 9. Converting Followers to Clients
Growing your following is great, but the ultimate goal is to convert those followers into paying clients:
• Call to Action: Every few posts, add a call to action, like “DM me to book” or “Click the link in my bio to schedule your session.”
• Client Highlight Stories: Pin client testimonials and success stories to the top of your profile to build trust.
• Website Link: Make sure your website is listed in your bio and easily accessible. Direct potential clients there to book or inquire.
Conclusion
Social media is an amazing tool for photographers to grow their business and showcase their work. By choosing the right platforms, optimizing your profiles, consistently posting, and engaging with your audience, you can turn followers into loyal clients. Social media success takes time, but with the right strategy, you’ll see growth that benefits your photography career.
Join The Discussion | Cienna So Education: Private Facebook Group for Photographers
Engage with fellow photographers by joining my Facebook group, where you can ask questions related to any of my guides and connect with others in the community. Let’s learn and grow together!
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If you found this information helpful, please like and share! I'd love to hear your thoughts, so feel free to share a comment below or in my private Facebook Group for Photographers. And remember, you can always ask questions related to my guides in my group. I'm here to help and provide additionall assistance and clarity on any topics you need help with.