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Instagram

Insta Stories

Insta Stories: Marketing with a twist of becoming human. 

For the first time we have an opportunity for what I call wall-less and door-less marketing where we get seen. 

This is business, right? So, I had to deal with it. I didn’t want to do any public speaking—I was asked to come into classes, be on panels, and even moderate a ‘Why We Hire You’ event years ago for the APA. I was scared. At first, I thought, ‘No, I can’t do public speaking. I get too nervous.’ But then I just started doing it. I told myself, ‘This is my business; I’m going to do it.’ I was scared to death and would have preferred not to, but certain things came naturally to me that I didn’t know I had the ability to do.

Like right now, the camera’s on, and I’m talking, and somehow the words are just coming out—hopefully in a way that’s helpful. I took the leap, and sometimes I think there’s something within you, as an artist, that you can tap into without even realizing it until you start. You push yourself, and you find that stuff that just needs to happen.

 
 

Instagram Post Ratios

*Instagram*

Post primarily professional content: Finished work, behind the scenes, videos of you at work, etc. Images should be… 70% professional at least – 30% personal. But instagram for photographers, really needs to be PRIMARILY professional content. It is a living, breathing portfolio and should be aligned with all of your other branding. 

It’s funny—I wrote this about six months ago, and it already feels a bit outdated. Our business changes so fast. Right now, Instagram should be your portfolio, plain and simple. It should look like your portfolio. Any personal stuff, behind-the-scenes content, and things like that should be in Instagram Stories. That’s what Stories are for, and that’s where that content belongs. Your Instagram posts need to be your portfolio.

I once heard a story—I mentioned this on The Futur podcast; you should check it out—where an art producer was in a meeting with her agency. While they were discussing which photographers to use or bid on, she discreetly checked Instagram under the table to look through portfolios and suggest photographers. Instagram is so convenient, and it has truly become the new portfolio. So, treat it that way.

Quality vs Quantity


Q:

I was always taught that quality over quantity was best for showcasing work. It seems that the current trend is on quantity. What is more important to a client? Should I focus on producing a large amount of content or fewer, more powerful images?

A:

The question really depends on who your clients are. Most companies gravitate towards the Instagram look, but that shouldn’t mean you have to compromise on quality. Learn to adjust your style so you’re more nimble and able to shoot more by simplifying your shooting process. Content is key right now.

Be Proactive On Instagram

Be proactive on instagram: follow clients + potential clients. Like their posts. Write comments. Be aggressively friendly + keep in touch w/ people. Got a new art producer contact? Follow the company…and then follow the individual. Build personal relationships. Instagram is an amazing + free way to stay in front of your clients + show them what’s happening in your world. 

When I started repping there was no Instagram, obviously. Now you’re all on it, so you know what it’s all about. This is such an opportunity today and it’s so much easier to connect with people than it used to me. We find clients that are correct for our photographers and connect with them on Instagram and it really works! We end up bidding with them. These people can be almost impossible to reach by normal means. We probably couldn’t call them or email them. This is how you can reach clients.

POST CONSISTENTLY

*Instagram*

POST CONSISTENTLY. Post consistently. Post consistently. Did I say post consistently yet?

Post consistently.

Following Agencies


Q:

If agencies are “following” you, what, if anything, would you recommend doing?

A:

If agencies are following you on Instagram – be proactive and engage them. Follow that hot lead and make the most of it by engaging them on social media, contact them on LinkedIn, and get them on your promo list. Use them ‘following’ you as a way to get your foot in the door!!

Using Instagram as a Portfolio


Q:

Should a photographer edit and cull their Instagram page to make it look like a professional portfolio? If my Insta has some commercial work, behind-the-scenes shots, but also smartphone shots of my puppy, is that a huge turn-off?

A:

Instagram needs to be your 2nd portfolio. Just as your website has your ABOUT section, which brings a bit of personal info to it – same goes for Instagram. I’d suggest for instagram; 80% portfolio and 20% personal. 

ALTHOUGH, the personal should really still be images that are interesting to your clients. THey love seeing locations you are working in and learning/knowing any interesting info about you. They want to know who you are and what your hobbies are. They don’t really need to know what your pets look like.

Instagram: IS IMPORTANT.

Instagram: IS IMPORTANT.

I’m sorry to say it, because I know it can feel like a bit of a nag, but it can’t be ignored. 

3 reasons to up your instagram game today:

1. It’s FREE marketing. 

2. Clients are OFTEN looking at your Instagram before your website these days. 

3. The game has changed and Instagram is an intrinsic part of the new advertising paradigm.

Instagram as a Portfolio


Q:

Do you think Instagram promotion is a good way to reach ad agencies and Art Directors? Do you or your photographers use it for promotion? The world is changing, so we have to change with it!

A:

Yes, definitely use Instagram as it is the new portfolio. Hashtags get photographers seen and can lead to bidding on a job. We definitely use it and you’re right – the world is changing in a big way and we need to flow with it.

Seeking Representation


Q:

What if a photographer seeking a representative isn’t an American citizen? Could it be a problem if you are not a native English speaker?

A:

A rep is just like a client, and what we care for mostly is a strong portfolio/website/Instagram.