Beyond the 'Gram: A Shift Every Photographer Needs to Make

Hey fellow photographers,

Does this sound familiar?

You spend hours storyboarding, filming, and editing the perfect Reel. You find the trending audio, you write a clever caption, you post it at the "right time"... and you're met with crickets. Or maybe it gets a flurry of likes, but your inquiry form stays empty.

OR, you see all these great, fun reels but are left paralyzed thinking that you don’t have the time, energy, or creativity to post similar content on your accounts.  (I can relate to this BIG time!) And why should you bother, because none of your content gets that many views anyway.

You're stuck on a content treadmill, feeling more like you should be more of a social media manager than the creative artist and business owner you are.

If you're nodding your head, you're not alone. Over the past five years, we've witnessed a HUGE shift in the marketing landscape. It used to be the wild west of being able to build a six figure business on Instagram.  I’m sorry to say that those days are over.   The algorithms are fickle, the reach is unpredictable, and your business is ultimately being built on rented land.

In 2025 and beyond, sustainable, profitable photography businesses are not being built on viral trends. They are being built on a solid foundation of traditional business principles. It's time we get back to the marketing strategies that create stability and long-term success.

This is great news for those of us who were here before Social Media.  We remember what it used to be like and can revert back to some of those traditional ideas.  But this is probably a bit terrifying for those who have joined the ranks of professional photographers in the past 5 years and don’t remember what things used to be like.

The Mirage of Social-Only Marketing

Social Media has been a great resource for many business owners.  It has allowed us to reach people who normally would not know about our business.  But it has its drawbacks. 

Relying solely on social media, especially short-form video, is like building a house on sand.

• You Don't Own Your Audience: A simple algorithm change can decimate your reach overnight. You are a tenant on platforms like Instagram and TikTok, and they can change the lease or evict you at any moment.  I can’t be the only one that has heard of a Facebook Group disappearing overnight or been impacted by marketing changes made by Meta that completely undermined all my hard work.  
• The Intent is Low: Users on social media are there to be entertained and to scroll passively. They aren't always in a "ready to buy" mindset. You're interrupting their entertainment, not answering their urgent need. A key aspect of marketing is catching photographers when they want to buy and are looking for our services.  It is hard  to try and convince someone who just wants to look at puppy videos that they should hire a professional photographer or research one right at that moment when your content comes across their screen.  They might save it for later, but in my own experience, they usually don’t go back to look at that content later.
• Vanity Metrics Don't Pay Bills: A video with 100,000 views is a great ego boost, but it means nothing if it doesn't translate into actual, paying clients. Likes and follows are not the same as leads and bookings. 
• It Leads to Burnout: The constant pressure to create, post, and engage is exhausting and pulls you away from what actually grows your business: shooting, serving clients, and strategic planning. I feel this in a HUGE way.  I used to love Social Media, but if I am honest, it doesn’t light me up like it used to.  

The Return to Foundational Marketing

So, if Social Media is losing its sparkle for many, where do we focus our energy instead? We need to make sure we are spending time building marketing assets that we own and control. These methods aren't as "sexy" as a viral Reel, but they are the pillars of business and have been proven over and over out in the marketplace.

In my Marketing Breakthrough program, I work with photographers who need to build a strong marketing plan.  I use the analogy of creating spokes on a wheel.  A strong business needs strong marketing arms, just like a bicycle wheel needs strong spokes.  

Spoke #1 Search Engine Optimization (SEO)

What it is: Optimizing your website and blog to appear at the top of Google search results when a potential client is actively looking for a photographer like you.

Why it Works: This is the ultimate "high-intent" marketing. Someone typing "Northern Virginia newborn photographer" or "best elopement locations in Shenandoah" is a red-hot lead. They have a problem, and you are the solution. A single, well-optimized blog post can bring you clients for years to come. 

Pro-Tip:.  Write a blog post and use the keywords “Cheap photographer near _____________”.  You probably don’t want to be known as the cheap photographer, but everyone is looking for one.  This will rank you higher in your area.  And use AI programs like ChaptGPT or Google Gemini to help write your blogs.  It will save you SOOOOO much time!  Trust me! (But there is a trick to doing this well, keep your eyes peeled on a great Free resource I am putting together to help with this.)

Spoke #3 Email List Building: Your Most Valuable Asset

What it is: Creating a list of email subscribers (past clients, potential leads) who have given you explicit permission to contact them.

Why it Works: Unlike social media, you have a direct, unfiltered line of communication to your warmest audience. You own this list. You can nurture relationships, announce mini-sessions, share valuable content, and convert subscribers into clients at a much higher rate than any social platform. An email list of 500 engaged subscribers is infinitely more valuable than 10,000 passive Instagram followers.

Pro-Tip:  Be mindful of SPAM laws in your area, but be sure to add inquiries, past clients, and post a pop-up on your site, incentivizing people to join your list. 

Spoke #4 Genuine Networking & Relationship Marketing

What it is: Building real-world relationships with other local business owners, vendors, and community leaders.

Why it Works: People do business with people they know, like, and trust. (Thanks Dale Carnegie!)  Having coffee with a wedding planner, a florist, or a venue manager builds a powerful referral network. These trusted recommendations are more powerful than any ad you could run. This is about community over competition.

Pro-Tip: Go to networking events that are offered by your local Chamber of Commerce.  Most of the time non-members can attend and get to know the group before you join.  Everyone who goes to those events wants to meet others.  

Spoke #5 Strategic Content Marketing (on YOUR website): Be the Authority

What it is: Creating valuable, helpful content that lives on your own website (i.e., your blog). This is the engine that fuels your SEO and gives you content to share with your email list.

Why it Works: When you consistently answer your ideal client's questions (e.g., "What to Wear for Family Photos," "Top 5 Wedding Venues in Richmond"), you establish yourself as the go-to expert. You build trust before they even contact you.

Pro-Tip:  Go the answerthepublic.com and input a keyword like “professional photographer ______________ (put in your area)”  and see what pops up.  This will show you questions and google search inquiries that people are searching for.  Write blog posts on those topics and use the keywords that you found on the site.  

These spokes are the backbone of many businesses.  And not one of them demands dancing, lip syncing, or pointing to words on a screen.  There is a place for businesses to thrive away from social media BUT, and this is a big BUT, most marketing experts would agree that you need some sort of social media presence, even if it is there to make it look like you are producing great work in your studio on a regular basis. 

Redefining how your marketing plan works for you in this changing landscape is key.  It isn’t difficult, but it is needed.  You can’t show up in your marketing the same way you did 5 years ago.  It is time for another pivot to make sure that our spokes are solid and the wheel of our business can support it as it grows..

Need help with this?  Check out my Marketing Breakthrough Program.  It features three personalized calls where we will dive into your marketing strategy.  What you do, what you want to do, what you don’t want to do, and how to put it in a package that attracts customers without keeping you glued to your phone.