Instagram

Q:

So…printed promos being kinda a guessing game these days as most are working from home, are you finding LinkedIn being the go-to source to keep up with folks to market to? The list services have always been so hit/miss for emails and so many people have transitioned to new gigs. Just curious where and how folks are staying on top of their lists.

A:

Divide your list into two parts – the mass list like on Agency Access (feels like a fishing net) and then the HOT clients you want to work with or who already know your name. The HOT list will need you to get a bit more creative in building relationships to stay in touch. This relationship-building marketing can be through interests you share, IG dm’s, commenting, and relating to people in ways that take your marketing to that next “human” level.

Q:

What’s the best follow-up with opened/clicks after sending email promos?

A:

A clicked on email promo gives us a goldmine of valuable information. The gift is that now you know who is interested in your work. Take this knowledge further by adding anyone at their company who is not already on your list and research other companies with similar vibes to get them on your promo list. Follow up with your newly “warm” names who know you in IG with Feeds/DM’s/Stories comments. Finding their IG handles is not always easy; LinkedIn and their personal websites can help. Now it’s time to engage!

MARKETING TIPS YOU MAY NOT BE DOING yet…

1. DM on IG Stories is the best way to start a true 2-way conversation.
2. Quick and easy ONE-SHEETS are like having a Leave Behind email promo for each client.
3. PROJECTS PAGE reassuring clients showing a series of images with the same look + feel.
4. Maintain your DATABASE with your dream list and those who already know our name. Cheers!
5. CLICKED LIST of your promos is that valuable feedback that is so hard to get.

Q:

As the generation on social media becomes the major buying power, is the way of high production and big campaign work going away?

A:

High production and big campaign work have gone down, but mostly it’s changed into more content per photoshoot. High-quality production still happens, but the number of shots has increased because they need more social media assets. The more assets you can deliver through production ideas, equipment versatility, and motion, the better. They need more content, so find ways that you will be the one to give them even more than they are asking for.

Q:

This whole topic seems to be a little contentious, but I’ve seen more lately suggesting companies/brands should not repost images/videos without permission from the artist. This makes sense to me as they are using it commercially without permission, compensation, or, at the very least, photo credit. My question is how would you suggest handling it?

A:

You are the photographer, so you own the copyright. This is your responsibility to contact whoever used your image without your permission to request to be paid. Unfortunately, IG’s terms don’t support photographers, so I believe if this went to court, you’d lose. It’s important to contact them, let them know you are the photographer and find out where they are using your image. At the very least, you should have your name be tagged to get some PR out of it. I find that clients often don’t know any better and don’t realize they need your permission, so they are open to negotiation.

ASR: What is something that will make you choose one photographer over another?

AD: There’s a lot of different factors that go into selecting photographers. For me one main one is the client and the project itself. Are they safe, more adventurous, reserved, edgy? Once I figure that out, I determine the vibe of the project. For me mood is a key factor to selecting a photographer. Without knowing the photographer at a personal level, if I can sense the mood I’m going for within their portfolio I feel more confident working with them. There’s a sense of trust without really having to communicate. More and more, I feel that when a photographer is doing something different from the norm. I’m more than likely to push for them. If I get inspired by a photo that pushes my own conventional thinking, they’ve won me over. And that’s the thing with photographers, right? It’s that trust in giving them freedom without really micromanaging them to get the shot you’ve envisioned. I’ve been fortunate enough to have gotten to work with so many talented photographers. 

ASR: How do you find photographers?

AD: Rosters, Instagram, friends in the industry, I keep leave behinds when a photographer visits the agency. Instagram presence really helps too. 

ASR: Why does an Instagram presence really help?

AD: Instagram presence is important to me cause it gives me a sense of their personality. A portfolio is curated but an active photographer on Instagram draws me in on a personal level. Especially when I see work I might have not seen. When I see a photographer’s Instagram that’s not mimicking their portfolio it’s the truest form of connecting with them. Seeing the way they see the world.

Q:

I am always a bit unsure about protocol when it comes to following clients on social media. A client I worked for just posts personal images but his profile is public. Is it invading his privacy to engage or would it be a good move to drop my name by liking pictures?

A:

In today’s world I think clients expect us to follow their IG. It actually amazes me how easy it is to communicate with clients who were hard to reach before. I see FB as the more personal one. Follow them on IG and engage, engage, engage!

Q:

What is your advice to best utilize IG Stories? Especially for creatives who don’t shoot moving images.

A:

IG Stories are the way to go! They are what people are watching now. The feed posts are important, but those are more of a backup portfolio that gets checked out when you are up for a job. Stories are how you stay in front of people and start engaging with those you want to be working with by showing who you are and what makes you tick. People want to get a sense of you, where you live, what you do, what you are up to, behind the scenes on a shoot, where you are going and what kind of life you have. I know you can’t show it all, but branding your IG Stories is just as important as the branding on your website.

So many factors that lead to a rep signing a photographer. Portfolio of course, are you marketable to my client base, communication style–ultimately for me it comes down to my guy. For example, Jeff Stockwell had an Instagram spread that really grabbed my attention and if you look, I think you’ll understand what I mean. That spoke to me!

Q:

Has anyone else been asked to allow a business to repost their image on their business IG? I don’t want companies to solely rely on User Generated Content because then they may not hire many photogs.

A:

Yes, we do get this request often. I leave it up to the photographers because there is a plus and a minus to this. I really see the negative to doing this on a regular basis but perhaps once with each company can be a marketing plan to have that company know of you. When doing this, use it for your own resharing purposes and get the most out of it for that one post. Get their info and have a discussion with them to hopefully lead to more client contact info that can really help you down the line.