In the photography business, referral is a powerful way to attract new clients. The increasingly popular social media platforms, such as Instagram, play a big part in getting direct and indirect referrals in the digital era. Many modern photographers use Instagram frequently to showcase their art, attract new business leads, and build client loyalty. How do you market your photography business?

When getting started to use Instagram to build your photography brand, keep the following in mind:

1. Build a Cohesive Brand Image

Consider Instagram another online portfolio for your photography. Create a consistent brand image across your Instagram Feed to establish your brand identity. Choose one or two themes that reflect your photography style: bright and airy, dark and moody, or something in between. Stick to a consistent editing style, color palette, or subject matter to make your portfolio visually appealing. This consistency will make your work easily recognizable and memorable to potential clients.

2. Optimize Your Profile

Your Instagram profile reveals the background of your business. Make sure it is complete, professional, and informative.  

– Profile Picture: Use your logo or a high-quality image that represents your brand.

– Bio: Write a brief bio about who you are and what you love.  Your home base location is important.  And visitors want to know how to get in touch with you. Include relevant keywords like “Specializing in Weddings and Engagements” or “Documenting maternity to the first birthday.”

– Link in Bio: Add links in your bio to direct visitors to your website, portfolio, or appointment booking page. You want to make it easy for them to reach you.

3. Post with Purpose

Posting regularly is important, but more importantly, post content with purpose. Every post should have a goal — whether showcasing your recent work, promoting a special offer, or providing behind-the-scenes insights. Consider the following goals:

– Showcase Client Work: Highlight your recent work and tag your clients (with their permissions, of course). This not only demonstrates your talent and style but also taps into your clients’ social network circles.

– Behind the Scenes: Give visitors a sneak peek into your process — whether it’s setting up for a shoot, editing photos, or even interacting with clients. This will help clients get familiar with your working style and personality, connecting with them on an emotional level.

– Storytelling: Tell a story with your images. Share the narrative behind the shoot, what inspired the session, or how you captured a particular moment. Stories resonate emotionally with your audience, making your posts more engaging.

– Actionable posts: Invite your audience to take specific actions. This includes promotional content where you encourage them to book a session, visit your website, or share the post.

– Knowledge sharing: If you teach newcomers tricks or share learnings, it helps build authority and positive image as a professional. Your credibility is enhanced when others leave positive comments or complement your content.

4. Engage Actively with Your Audience

Instagram is a social platform, so engagement is crucial. Respond to comments on your posts, engage with your followers’ content, and participate in conversations. Building relationships with your audience fosters trust and keeps your brand top-of-mind. Here’s how you can do this effectively and market your photography business:

– Reply to Comments: Take the time to respond to comments on your posts, even if it’s just a quick thank you.

– Engage with Others: Like and comment on posts from other photographers, potential clients, or local businesses. This helps increase your visibility and shows that you’re an active part of the community.

– Use Instagram Stories and Reels: Stories and Reels are great tools for more casual, real-time interaction with your audience. Use them to share day-to-day updates, promote special offers, or showcase quick photography tips.

5. Utilize Hashtags Strategically

Hashtags are a powerful way to increase the reach of your posts and attract new followers. Use a mix of popular, niche, and location-specific hashtags to reach a broader audience. For example:

– Popular Hashtags: Include trending hashtags such as #photographer, #portraitphotography, or #weddingphotographer to tap into large audiences.

– Niche Hashtags: Use specific hashtags that relate to your photography style or niche, like #newbornphotographer, #documentaryphotography, or #fineartphotography.

– Location Hashtags: Don’t forget to use location-specific hashtags to target potential clients in your area, such as #SanFranciscoPhotographer or #NYCweddingphotographer.

How To Find the Right Hashtags?

Start by researching Instagram itself. Use the search bar to type in relevant keywords related to your photography niche, and Instagram will suggest popular hashtags. You can also check what hashtags other photographers in your field are using. Additionally, tools like Hashtagify, RiteTag, and Display Purposes can help you discover trending and popular hashtags relevant to your posts.

6. Collaborate and Cross-Promote

Collaboration is a powerful marketing tool. Partner with other local businesses, such as makeup artists, florists, or venues, to cross-promote each other’s services. By tagging each other in posts and stories, you can expand your reach and tap into each other’s client bases. You can also collaborate with other photographers by participating in joint projects, giveaways, or challenges that engage your audiences.

7. Consider Instagram Ads

If you have a marketing budget, consider using Instagram Ads to promote your services. Instagram offers a variety of ad formats, including photo ads, video ads, and carousel ads, allowing you to showcase your work in different ways. Ads can help you reach new audiences and drive traffic to your profile, website, or booking page.

8. Post at the Right Time

Mornings can be a prime time for Instagram users. To reach your audience effectively:

– Consider Time Zones: If you have followers in different time zones, schedule posts for early in the day according to their local time.

– Best Days to Post: Studies suggest that Sundays often show higher engagement, but weekday mornings are generally effective as well.

Instagram offers a powerful platform for professional photographers to showcase their work, engage with potential clients, and market their photography businesses. By building a cohesive visual brand, optimizing your profile, posting purposefully, engaging actively, using hashtags strategically, collaborating with others, and investing in Instagram ads, you can effectively market your photography business on this platform.

At Zno, we understand the importance of building a strong online presence as a professional photographer. We’re here to help you bring your vision to life with high-quality prints and products that will impress your clients and elevate your brand. Let us be a part of your journey in showcasing your work in the best light possible.

About Zno

Zno is your One-Stop-Shop Print Lab and All-In-One software platform for professional photographers. With premium quality print products and innovative selections, impress your clients with professional printing on high-quality materials. Maximize your profits with maximum customization options and streamline your workflow with our cloud-based editing and easy ordering system. Say goodbye to complexity and hello to simplicity with Zno. Join us today and take your photography business to new heights！