Social Media

You look like an amateur if you don’t have an official website email address, along with a signature on the email including your web or IG link on it.

Q:

I’ve noticed a trend of photographers at every level showcasing huge online portfolios with hundreds of images. Do you think art directors, producers, and others now prefer seeing more content? I’m inclined to follow the “less is more” trend but would love to hear your thoughts.

A:

The shift to showing more images reflects today’s portfolio platforms of social media. Consistent content is how we keep ourselves out there to be seen. Be careful not to water down your style by showing too much, but stay relevant with overall wee-branded posts available to impress and attract your clients. 

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 often look at your Instagram before your website.

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

Q:

I’ve been chatting with photographers about the issue of tagging/adding crew info in the IG comments of a job image. Some don’t want to give credit because they don’t want others to hire their crew, and others think it’s only fair to give everyone credit where credit is due. Is there an industry standard for this?

A:

I may not give the most honorable or “right” answer to this, but as a rep, my opinion is based on what will help you. For example, if a client wants to be tagged, it will help you to tag them. If your crew will appreciate it and want to work with you more, or they have a large following, and you’d benefit from it potentially being reposted, it can be a win/win. You should feel good about your decision, whether to feel good-hearted or not tagging to get a clean design; your call.

Q:

What are your thoughts on photographers paying for advertising on social media? At times, it feels like degrading to our work, but on the other hand, why not pay to place your photos in front of the right people (and grow your audience)?

A:

If you can find a way to pay for social media that really works, then you should do that. It can be tricky to get images in front of the right people, so depending on your correct client contact list make sure you are paying for the right audience.

Q:

I have a question regarding media kits. I’m a photographer who wants to make pictures rather than focus on getting followers (or being an influencer). The last brand I worked for shared the images and got so many likes, but when I post the same thing, crickets. What should I put in a media kit to turn this around and spin other benefits like hiring a creative team who can think bigger?

A:

Most will not like my answer, but it is all about back-and-forth ENGAGEMENT. Client connection is the name of the game for creative freelancers. It’s what every rep is doing, and most photographers don’t invest the time researching, contacting, and engaging in communication targeting potential clients. Whether you hire someone to do this for you or do it yourself – the answer is simple, but it takes time and focus.

As visual business owners, our approach is all about the quick-read impact of reaching overworked and overstimulated clients. I look to trigger all senses to be absorbed and stick to their memory. We have an assorted potential toolkit with our IG, dm’s, emails, and promos to get noticed. Consider your client’s busy eyes and how to set the incoming pace for them to pause and absorb what we are selling.

As business owners, it is important to consider how clients receive our message. One approach could be to use all the senses to help the message sink in. For example, using words on reels with images can enhance the visual experience, while using dashes or capitals in emails can make the message more impactful. Leaving space between lines can also make the message easier to read and understand. Ultimately, it is important to remember that we are in a visual business, especially in fields such as photography.

Q:

Is Behance still an effective resourceful platform to have our work seen by clients?

A:

I have received bid requests for my photographers found on Behance. The difference with Behance is how creatives use it for their work, similar to Instagram and LinkedIn. Going where the art directors, creative directors, and designers spend their time is a tried and true way to go.

Q:

I tagged a client on my IG image, and it worked; they want to use it for their socials. I don’t want to just hand over the image. How can I approach asking for compensation of some sort, and better yet, how can I translate this into an actual booking in the future?

A:

Tagging clients on IG is one strategic door-opening marketing tool,  but it is more of a way in vs. a way to sell that image. How?

• Usually, the social media manager will not have a budget to purchase image usage for IG.

• You’ve created the rare opportunity of having their attention for one response.

• Use this door-opener to get the “photography hiring” contact information. 

• If your image is shared, get your name tagged to use this for your benefit.

• Take this experience as a conversation starter on LinkedIn, where you will talk to the correct potential clients. 

Q:

If I get a new professional connection on Instagram, is it overkill to email them as well?

A:

The correct answer for this is about consistent engagement. That can happen on LinkedIn, emails, lunches, portfolio showings, IG Stories and feed commenting, etc. The one engagement I don’t recommend is an inbox DM. Why? Every other type of engagement keeps your client in control where a DM message to a new professional connection is what Facebook used to be – the more personal space saved for friends. Warm up professional contacts to see if they eventually become a friendship; otherwise, we can become too pushy, and instead of marketing, it becomes “anti-marketing.”