How do you feel about print promos right now? With many people working outside the office, it seems unlikely they will actually see them now.
Mailing printed promos would be a waste of your money right now since our clients are not in their offices. I use printed promos as leave-behinds at showings as well, since those aren’t happening I’d suggest not printing anything right now. Use your marketing budget on email promos and ways of engaging on Instagram.
How do you feel the agent/photographer relationship will change?
I felt the agent/photographer relationship shifting a bit in the last couple years where more photographers weren’t requiring representation the way they used to because of all the open public channels of social media. Although right now that seems to be swaying back as I’m hearing from clients who are searching for options from larger groups (reps) to figure out who can even shoot right now. This seems like a real person-to-person time right now, under these conditions the old school relationships are what people are leaning on. It’s hard for me to say how this will affect the future but it’s what I’m noticing right now.
Do you ever find photographers or directors on Instagram?
Word of mouth tends to be the way I find people. It’s still pretty hard to find a photographer through random searching although there are always exceptions, of course. My advice is to try to get clients’ attention in every way possible, including targeted ads on social media, snail mail and email promos, setting up meetings, etc.
Guest Post: Creative/Art Director
Dave Gassman
How do you feel about using Instagram Stories as a marketing tool?
Insta Stores are EVERYTHING. It’s a new way to market yourself that is available to everyone and completely free. According to research, on average 80% of users ‘Forward Tap’ through Instagram Stories rather than ‘Exit,’ proving how effective they can be.
Should you create two instagram profiles? One for portraits and the other for products? Or combine both into one profile?
If you have two separate businesses and websites this would make sense. But assuming you don’t, the best way to sell yourself is to have one strong cohesive style that is evident in everything you shoot. Two separate profiles will lower the quality of your work and create the appearance of two separate brands.
I’m currently using the Photofolio app when showing my portfolio from an iPad, however, it doesn’t work with gifs. What portfolio app do you recommend?
I bring printed portfolios when I show a photographer’s work. A lot of photographers do use iPads because they also show video. I would suggest reaching out to some photographers directly for their recommendations. You can do that on the AskSternRep Facebook Group. It’s a nice way to get into discussions with other photographers, and I pop in every now and then.
Should I watermark my images to prevent people from sharing my work on social media without giving proper credit?
In the commercial advertising business, watermarking your images makes you look like an amateur. Never do this. If you discover your images are being shared without credit or permission you should contact the individual or company directly.
Are brands using freelance photographers for their social media content, or do they only use in-house photographers?
Depends on the client. Some need freelancers or influencers on a constant basis and others do it themselves.
Additionally, when a photographer is hired to shoot a campaign for a company, it will usually include social media usage. There are instances when a company might shoot additional content themselves or feature influencer generated content and use it for social media.
With social media on the rise and people wanting more content for a lower price, are the new budgets unrealistic?
Clients want more content in general to fill their media pipelines, and they want it fast. Adapting to the need for speed in this new world order is essential. Crews tend to be leaner and meaner these days, so it’s important to be able to adapt your shooting style to the budgetary constraints. But be careful not to over-promise on what can be done with lower budgets. You may have to do without line items such as wardrobe, hair & make-up, additional assistants, etc. for the smaller budgets. But being willing to be flexible is key.
*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.
