Mastering Social Media: Strategies Every Photographer Should Know
If you’re a photographer trying to break through on social media, you’ve probably heard a million tips about “educating your audience” or “positioning yourself as an expert.” That’s never really been my vibe.
What has worked? Showing up like a real person. Talking to people. Sharing excitement before and after a shoot. Giving behind-the-scenes peeks that make clients feel seen and part of the process. That’s where everything changed for me.
Social Media Isn’t a Portfolio — It’s a Conversation
Early on, I treated social media like a portfolio. Just post the work, tag the client, and hope someone new would find it. But over time, I realized: the clients who booked me weren’t hiring just because of the photos — they were hiring because they felt connected to me.
Once I stopped trying to perform and started trying to connect, everything shifted.
From Posts to People: The Bestie Method
What I now call the Bestie Method is basically this: treat your content like you’re texting a friend who’s genuinely excited about what you’re working on. Whether it’s a sneak peek from a shoot or a post celebrating a client’s launch, the goal is always to create moments of shared excitement and authenticity.
That shift turned likes into DMs, DMs into bookings, and bookings into loyal repeat clients.
6 Key Social Media Shifts That Moved the Needle
Connection > Perfection
I stopped worrying about curating the perfect feed and started focusing on real, engaging content that actually sparked conversation.
Every Post is a Touchpoint
Whether it’s a behind-the-scenes story or a celebration of a client’s success, I use each post to strengthen relationships and show that I get my clients.
Talk To People, Not At Them
Engagement isn’t a strategy, it’s a habit. I respond to comments, slide into DMs with encouragement, and treat my feed like a community, not a billboard.
Consistency Builds Trust
Showing up regularly—not with perfect photos, but with purpose—built a brand people could rely on.
Cross-Platform Cohesion
From Instagram to email, everything I share is rooted in the same energy: laid-back, genuine, and story-driven.
Focus on the Long Game
I don’t chase trends or aim for viral. I focus on consistent, trust-building content that reflects my values and voice.
Social Media Isn’t the Goal — It’s the Gateway
At the end of the day, social media is just the starting point. It’s how people get to know me, feel excited to work with me, and ultimately trust me with their stories. And that trust? That’s what really books the job.
If you’re trying to grow your photography business, don’t worry about being the most polished. Be the most you.
How to Make Social Media Work for Your Photography Business
If you want social media to do more than just sit there looking pretty, here are a few real, actionable ways to turn it into a relationship-building, client-booking machine:
Know Who You're Talking To
Pay attention to who is liking, commenting, and messaging you. Those are your people. Talk to them the way you would in a real conversation.
Tell the Story, Not Just the Stats
Share what went into the shoot. The reason you chose that location. The awkward or funny moment right before the shot. People connect with stories more than perfect images.
Engage Like a Human Being
Reply to comments. Ask questions in your captions. If someone compliments your work, thank them and maybe check out their page too. Real engagement leads to real relationships.
Make People Feel Seen
Instead of trying to teach, focus on understanding. Show your audience that you get what they are feeling, whether it is nerves before a shoot or trying to grow their own brand.
Be Consistent Without Burning Out
You do not need to post every day. You just need to show up regularly in a way that feels natural and easy for you to maintain.
Speak to Each Platform Differently
Your Instagram audience might not be the same as your email list or your LinkedIn crowd. Keep your voice true to you, but match the vibe of each space.
Use Video to Build Trust
Whether you are walking through a location, hyping up a client, or showing the behind-the-scenes of a shoot, video helps people feel like they know you before they ever reach out.
Final Thoughts
Social media is not just a gallery. It is the conversation, the connection, and the reason someone chooses you instead of the next person on their feed.
When you show up as yourself and share what makes your work and your process unique, people notice. When they feel connected, they reach out.
Forget trying to trick the system. Just focus on the people you want to work with. The rest always finds its way.
Is it golden hour yet?
Andrew Fein
