Dear Devlin: Burnt Out In Brighton

DEAR DEVLIN…

Social Media Fatigue: How Wedding Photographers Can Stay Inspired and Consistent

Dear Devlin

I’m really struggling with social media at the moment. I know I need to show up consistently to stay visible and attract new clients, but honestly, I’m feeling so uninspired by what to post. It feels like everyone’s feeds are full of perfect reels, trendy transitions, and endless wedding tips, and I just can’t keep up.

I’ve already shared all my favourite photos from recent weddings, and I don’t want to keep reposting the same things over and over. I feel like I’m stuck in a cycle of “What do I even say today?” and I’m constantly questioning whether anyone is even engaging with my posts or if I’m just shouting into the void.

How do I stay consistent on social media without it becoming a chore? How can I come up with content ideas when I’m feeling this uninspired? I’m worried that not posting enough will hurt my business, but the thought of showing up on Instagram every day is exhausting.

Thanks,
Burnt Out in Brighton

“If social media feels like a chore, it’s time to reframe your approach. Think about the content you enjoy when you’re scrolling. Is it clever reels? Behind-the-scenes snippets? Personal insights? Start experimenting with delivering content that mirrors what you love to consume – it might bring the joy back to your posting routine”

Dear Burnt Out in Brighton,

First off, let me say this: you are not alone. Social media fatigue is something almost every photographer feels at some point, especially when we’re already juggling the demands of keeping clients happy, editing galleries, and running a business. It’s exhausting, and it’s okay to feel overwhelmed. Let’s take a step back and regain some perspective on what social media is really about for your business.

1. Shift Your Perspective

The main purpose of your social media isn’t to impress your peers or compete in a space full of other photographers. It’s to connect with your future clients.

Here’s the truth: your potential clients’ Instagram feeds look nothing like yours. While your feed might be packed with flawless wedding reels and polished photos from other professionals, your future clients are seeing a mix of friends’ posts, their favourite celebrities, their hobbies, and maybe some local businesses. Their experience of Instagram is completely different from yours.

To help you visualise this, ask a friend or family member who’s not in the wedding industry if you can scroll through their feed. You’ll immediately see how varied and relaxed it feels compared to your own. Let this realisation lighten your load – you’re not competing in the crowded wedding industry bubble you think you are.

2. Let Go of Comparisonitis

One of the biggest contributors to your overwhelm is comparison. It’s natural to look at what others are doing, but try to remember that your focus should be on reaching clients, not on how your posts measure up to those of your peers.

Social media isn’t about being perfect; it’s about being relatable and visible to the people who want to hire you. Let go of the pressure to impress everyone and focus on creating content that resonates with the couples you want to attract.

3. Make It Fun Again

If social media feels like a chore, it’s time to reframe your approach. Think about the content you enjoy when you’re scrolling. Is it clever reels? Behind-the-scenes snippets? Personal insights? Start experimenting with delivering content that mirrors what you love to consume – it might bring the joy back to your posting routine. And remember, the best content often comes from authenticity, not perfection.

4. Use Tools to Lighten the Load

You don’t have to do this alone! Scheduling tools like Planoly can help you plan and automate posts so you’re not constantly stuck thinking about what to share next. If reels feel daunting, consider using pre-made templates like those from the brilliant Social Template Co. – these are tailor-made for our industry and can save time, making the process more enjoyable.

5. Repurpose and Reuse Content

Here’s a secret: nobody sees all your content except you. Your audience isn’t tracking your every post, so it’s absolutely fine – actually, it’s smart -to repost your best-performing content after a few months. Think of it as recycling gold! Social media isn’t about reinventing the wheel every day; it’s about staying consistent and visible. Repurposing content is efficient and effective.

6. Reconnect with Your Audience

Social media is an incredible tool for connection. Instead of focusing on the pressure to churn out new content, shift your energy toward engaging with your audience. Ask questions, share relatable moments, or post tips that are helpful for your ideal clients. Think about it as a way to talk directly to your future couples, not as a performance for other photographers.

Remember, social media is just one part of your business – it’s not worth burning out over. Focus on what you can do, not what you think you should be doing, and let yourself off the hook for trying to be perfect.

Your clients care about connecting with you, so focus on this above competing with other photographers.

You’ve got this!

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Drop me a note with any industry issue that you might have and I will do my best to offer up some advice.

After a couple of decades as a wedding photographer, the chances are high that I will have some experience that might be relevant or have some insight into what your best course of action could be

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