What Marketing Channels For Photographers Are Working These Days?

Dear Bewildered of Beckenham,

I completely understand how marketing can feel overwhelming, especially in this fast-paced, post-pandemic world. The good news? You’re not alone in feeling this way, and the fact that you’re willing to explore new approaches means you’re already on the right track. Let’s tackle your questions one by one.

1. What Marketing Channels For Photographers Are Working These Days?

The truth is, every marketing channel can work – as long as you approach it with two key ingredients: consistency and a genuine love for the platform. That’s the only way to build a sustainable marketing strategy.

Start by asking yourself which platform you enjoy consuming the most.* Do you love scrolling Instagram, pinning ideas on Pinterest, or watching TikTok? Whichever one you naturally gravitate toward should become your main focus for marketing – up to 90% of your effort should go there. Why? Because when you enjoy a platform, it doesn’t feel like a chore, and you’ll naturally want to engage more.

Does that mean you should ignore other platforms? Absolutely not. Repurpose your content across them. People worry that reusing content will make them seem dull, but here’s the secret: nobody sees all of your content except you. Reposting or adapting your best-performing content is smart, not lazy.

Take my own example: I put most of my energy into Instagram because it’s the platform I check every day out of habit and interest. But I also repurpose that content to Pinterest, which happens to be my highest referral source to my website.

Why? Pinterest is an underrated powerhouse for anyone in the wedding industry. It’s where couples actively plan their weddings, and the algorithm works differently than on other platforms. You don’t need followers to succeed there – your pins can reach anyone interested in weddings. Plus, it’s evergreen. My best-performing pin is from 2019, and it’s still driving traffic!

So, focus on one platform you love, and let the others amplify your efforts by recycling your content.

*If your answer is none, don’t worry, I’ve got you.

2. Tips for Social Media and Finding Your Approach

You mentioned that social media doesn’t come naturally to you. Let’s explore why:

• Does it feel too competitive or fast-paced? Remember, you’re not competing with other photographers. Your clients’ feeds are very different from yours – they’re filled with their friends, family, hobbies, and interests, with just a sprinkle of wedding content. Your job is to show up as a breath of fresh air in their mix, not to compare yourself to others.
• Are you afraid of vulnerability or negativity? It’s natural to feel apprehensive about putting yourself out there, but keep this in mind: you’re not posting for your peers; you’re posting for potential clients who are genuinely excited to see your work.
• Does it feel like a chore? Shift your mindset by focusing on what you enjoy consuming. Do you love seeing clever reels, tips, or personal stories? Try posting content in that style – it’ll feel more natural and fun. And if you can get over your fear of showing up, nothing builds connection more than chatting to camera. I’ll bet you like seeing others do it so why wouldn’t your audience like to see you?

If you really want to improve your social media strategy, we’ve got some fantastic online classes, including Boost Your Enquiries, Book Weddings on TikTok, and The Power of Pinterest. I also have classes on Meta Ads which will ensure you have a presence on socials without posting regularly. These are all available individually or included with a Barn subscription.