Understand Instagram Algorithms for Wedding Photographers

Have you noticed how Instagram has changed? Our feeds are now full of content from accounts that we do not follow. Instagram has shifted to showing us posts that it thinks we will like more than posts from accounts that we follow. As wedding photographers, if we can understand Instagram Algorithms, we can harness their incredible power to reach customers.

So, if you’re still posting like it’s 2019, focusing on likes, comments, and keeping your existing followers engaged, you’re missing out on the biggest opportunity Instagram has ever given wedding photographers: discovery.

The old Instagram rewarded loyalty. Your posts would show up in the feeds of people who followed you, and if they engaged regularly, they’d keep seeing your content. But that’s not how the platform works anymore.

Understand Instagram’s algorithm is now built for discovery, not retention. This means your posts are being pushed to people who are actively engaging with wedding-related content, whether they follow you or not.

And this is great news for wedding photographers, but only if you adapt.

What’s Changed, and Why Does It Matter?

Instagram now operates with an interest-based algorithm.

What this means for you:

Your posts aren’t just seen by followers. Instead, Instagram prioritises showing content to people who are actively searching for, engaging with, and saving wedding-related posts.
Follower count isn’t the key to success. Having 10,000 followers doesn’t guarantee that the right people see your work.
Engagement from photographers and industry peers doesn’t help you get bookings. If most of your likes and comments come from other photographers, your content is being optimised for the wrong audience.
Your biggest opportunity is in reaching new clients, not just keeping old followers engaged. If you’re still posting with the goal of getting as many likes as possible, you’re focusing on the wrong metric.

How to Use Instagram to Book Clients

Most photographers are still posting the way they did years ago, hoping their work will be seen. But posting pretty pictures and hoping for the best isn’t a strategy.

A stylish couple in vintage-inspired wedding attire enjoys drinks. Just the kind of aesthetic go with a blog to help you understand Instagram algorithms.

A retro inspired bride and groom kiss, a great photo to go with a blog helping the reader to understand Instagram algorithms.

Here’s what to do instead:

1. Make Every Post Speak to Your Future Clients

A simple mindset shift will change the way you use Instagram.

Before you post, ask yourself:

Would a newly engaged couple find this useful, inspiring, or relevant to their wedding planning?
Does this post answer a question a potential client might be searching for?
Would a couple be likely to save or share this with their partner or planner?

Many photographers post for their existing audience rather than to attract new clients. That’s why they struggle to turn Instagram into a booking tool.

A quick test: Look at your last five posts. Were they designed to attract couples, or were they just showcasing your latest work with captions that mostly engaged industry peers?

Shift your mindset. Every post should work to bring new couples into your world.

2. Write Your Captions for Instagram’s Search Algorithm

Instagram is now more like Google or Pinterest than a traditional social media feed. Captions are searchable, which means the words you use directly impact who sees your post.

Instead of writing captions like:

❌ “Loved capturing this beautiful wedding day at [venue] with this amazing team!”

Try:

✅ “Dreaming of a laid-back, festival-style wedding? Here’s how to plan a relaxed timeline so you get the best golden hour photos at your venue in [location].”

Instagram scans captions for relevance – so the more search-friendly your language, the more likely your post is to reach engaged couples looking for inspiration.

How to make your captions more effective:

Use location-based keywords (e.g., “Lake District Wedding Photographer,” “Luxury Weddings in Sussex”)
Think about what your ideal clients are searching for (e.g., “How to plan a wedding timeline for golden hour photos”)
Make your captions informative instead of just describing the photo

3. Focus on Saves and Shares, Not Just Likes

Instagram prioritises posts that people save and share, because that signals high value.

How to create posts that get saved and shared:

Educational content. Share wedding planning tips, venue advice, or “how to get the best wedding photos” posts.
Personal storytelling. Couples connect with the why behind your work, not just the final images.
Behind-the-scenes insights. Show how you work on a wedding day, how you help couples feel comfortable, or what makes your process unique.

The new Instagram metric for success isn’t just engagement – it’s value.

A bride and groom in retro wedding attire enjoys drinks in a retro setting, embracing bold colors and quirky details—just the kind of aesthetic that can help you understand Instagram algorithms.

4. Mix Up Your Content (Because Photos Alone Aren’t Enough)

If you’re still only posting single images, you’re missing out on the content formats that Instagram is prioritising.

What works best right now:

Carousels – Multiple images in one post get higher engagement and reach
Reels – Instagram actively pushes video content to new users
Infographic-style posts – Text-based posts that offer value (e.g., “5 Tips for Choosing a Wedding Photographer”)
Behind-the-scenes content – Anything that feels personal and helps couples connect with you

You don’t need to be a Reels expert, but if you’re only posting single images, you’re limiting your reach.

5. Stop Worrying About Likes and Comments

Many photographers feel frustrated when a post doesn’t “perform well” in terms of likes and comments. But here’s the thing:

Likes and comments are not the most important metrics anymore.

Instead, focus on:

How many saves and shares your post gets

How many people Instagram is showing your post to (check the Reach metric in Insights)

How many people are clicking your profile after seeing a post

If your goal is to get newly engaged couples to find your work, these are the only numbers that matter.

6. Make Sure You’re Talking to the Right People

If your captions sound like they’re written for other photographers, you’re not speaking to your ideal clients.

❌ “Such a dreamy wedding! Shot on a Canon R6 with 50mm 1.2.” (This means nothing to couples.)

✅ “Thinking about having a late autumn wedding? Here’s why the golden hour light at [venue] makes this time of year perfect for romantic portraits.”

Write for couples, not your peers.

The Instagram Strategy That Works Now

Instead of just posting when you feel like it, start using Instagram strategically:

Plan your content. Create posts that attract new couples, not just keep your followers engaged.
Use searchable captions. Treat Instagram like a search engine so your posts reach the right people.
Prioritise value over engagement. Focus on saves, shares, and reach – not just likes.
Use multiple formats. Photos, carousels, Reels – mix it up.
Speak to couples, not other photographers. Every post should answer a question or solve a problem for engaged couples.

Instagram is still a powerful tool for wedding photographers – if you use it correctly.