Last Updated: February 14th, 2020
When starting out, many photographers, as talented as they may be, are surprised by how much work goes into a new photography business that has nothing to do with actually taking images.
From scheduling, to transportation, to accounting, most photographers end up wearing a lot of hats that they never anticipated.
One of the most daunting tasks can be learning how to market your new business.
How should I start? What platform should I use? Who should you market to?
These are all questions every small business owner has had to answer.
If you’re mostly a one-stop-shop for your photography business, you probably don’t have a lot of free time.
So, the question becomes, “How can I make the most impact as quickly and efficiently as possible?”
The answer is simple: Instagram.
Why Photographers Should Use Instagram for Business
What is surprising is that 80% of users following at least one brand on Instagram. This means that Instagram is the prime place for any brand to connect with their ideal audience.
Since it is specifically focused on sharing images, this is the perfect spot for any photographer to quickly showcase their best work.
Alright, you’re convinced. Instagram is the best place to be for any business, especially photography, but how should you get started?
Here’s how to market your photography brand on Instagram in just two steps.
Step 1: Optimize Your Instagram Account
To be successful on Instagram, you need to make sure your profile is set up to help you optimize growth. Let’s take a closer look at some of the key areas you should focus on.
Handle & Headline
As a refresher, your Instagram handle is the name of your profile, like ours, @handandarrowphoto. Your headline is the name section at the top of your bio.
Typically, you will want your handle and headline to be the name of your business.
Be sure to include the word “photo” or “photography” in both sections if possible.
These two areas are searchable, meaning if a user types in the word photography in the Instagram search bar, it is more likely that your profile will show up in their results.
You’ll want to keep this area as concise as possible, but you can try and sneak some extra keywords in there.
For example, if you’re trying to attract more brides from Colorado to your page:
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Handle: @janedoephotography
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Headline: Jane Doe • Denver Wedding Photographer
Bio
Your Instagram bio is the first thing people see when they come to your page. Use this area to set the stage and clearly define who you are.
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About You: Add a short line about you and your business, sort of like your brand mission statement.
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Your Area of Expertise: If you specialize in certain areas like family photos or weddings, list that here.
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Your Location: This is a big one! You want to attract clients in your area, so let them know if you’re local. If you are willing to travel for work, also let your followers know like we did!
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Call-to-Action: The very last line of your bio should be a call-to-action, meaning a sentence to get your users to click such as “Get a Consultation” or “Check out my portfolio.” Adding this CTA will help you move your traffic from Instagram over to your website.
Content
Think of your Instagram account as your virtual portfolio. You want new potential followers to get a look at your best work while showing your range as a photographer.
Try to get a get a even blend of all types of photos, from portraits, to flatlays, to landscapes.
Also, post the kind of jobs you want to attract. If you’re trying to expand yourself past just the wedding scene, make sure you’re showing that on your page.
Captions
Captions are crucial! This is your opportunity to truly connect with your followers.
Don’t just describe what is in the image. Take the users beyond the photo by telling the story of what happened that day, offering advice, or even a bio on the subject you are shooting.
These captivating captions will help you resonate with your community and give them a deeper connection with your posts.
Stories
While your Instagram posts should be planned and polished, Instagram stories are great for taking your followers along with you on the journey (even the not so picture-perfect parts.)
Use stories for behind-the-scenes, editing sneak peaks, and all the steps in between.
Hashtags
Hashtags are your new best friend when it comes to getting more engagement on your posts.
You can use up to 30 hashtags per post. You’ll want to make about 7 lists of unique hashtags. (If you’re posting once per day).
Specifically for your photography business, here are three categories of hashtags you can use to maximize your reach.
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Location Based: To reach more people in a specific area include hashtags like #sandiego or #niagraafalls
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Subject Based: To reach similar potential clients use hashtags like #seniorportraits or #weddingvibes
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Photography Based: To increase your chance of being discovered, add general photography hashtags such as #behindthelens or #weddingphotographer
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Niche Based: To tap into specific communities use hashtags like #couplewhotravel to get more engagement shoot gigs or #mommyfashion to get more family portraits
Step 2: Grow Your Audience
But not just any followers, you want to bring over people who are genuinely interested in your photos and will hopefully convert into clients/referrals.
Here’s where to start:
Reply to comments
This may sound obvious, but you would be shocked at how big of an impact it can make. The easiest way to convert someone over from just a follower to an avid fan is to show you care.
Reply to their comments, yes, but not with just a generic “thanks” that ends the conversation. Instead, show your personality and ask a follow-up questions to keep the conversation going.
After all, the more engagement on your page the better!!
Interact with Potential Users
Find your ideal customers or people who have an interest in photography. Then interact with them (via likes, comments, follows).
This may take a little extra effort on your end, but boy is it worth it!
The best technique for doing this on your own is to use your trusty hashtags again!
Look up hashtags your ideal audience would be using. Then go through and interact with people who are using those hashtags.
The same works with similar brands and competitors. Go to their account and start engaging with their followers.
If you’re sitting there thinking, “there is no way I have time to do this on my own,” get some help from an Instagram marketing service.
For example, Kicksta helps brands and influences connect with their ideal target audience on Instagram to gain real followers organically. You can even tailor your audience by accounts they follow, hashtags they use, gender and more.
Collaborate with Similar Brands
You’re not in it alone! Utilize similar brands and people in your space to expand your reach.
For example, if you’re a wedding photographer be sure to ask your bride to tag you in her pictures. This is a great way to not only get more followers, but also more referrals!
But don’t stop there! Tag the bridal dress shop, the florist, and venue in your posts and ask them to repost the image to their own page (and tag you too of course).