Using Instagram to Drive More Clients to Your Photography Business

Arizona State University Graduate at Old Main

One of the biggest questions I get asked is how I get a consistent stream of clients for my photography business, and I always highlight Instagram as an essential tool in my business operations. However, I don’t use Instagram in the traditional manner that many may expect.

There are two different directions you can go to promote yourself on Instagram: the free way or the paid way. Starting with the paid marketing strategies, Instagram utilizes a paid ‘promote post’ function that boosts outreach to customers in your area. You may see this little icon on the bottom of your post with a 'View Insights’ function along with a ‘Boost Post’. Of course, the paid marketing strategy can be very effective in reaching audiences in your local area; however, it does come at a cost. On average, it will cost you $1 per click (CPC) or $6 - $12 per 1,000 impressions (CPM). In other words, on a CPC model, you will be charged an average of a dollar every time someone clicks on your ad or boosted post. This is ideal when your goal is to drive conversions (website traffic, bookings, sales) to your photography website. On a CPM model, you will be charged $6 - $12 for every 1,000 views of your ad or boosted post. This is ideal if your goal is to drive brand awareness and reach a large audience. Defining your goal and effectively utilizing one of these paid marketing models on Instagram can reap amazing results, but what if you don’t have the budget to spend on it?

Organic posts, or non-paid posts, are still essential for your photography business success. Instagram for photographers can serve as an amazing portfolio, showcasing your work to your clients in a simple, easy way. However, I also utilize Instagram to capitalize on the most valuable and effective forms of promotion: earned marketing. This is also known as word-of-mouth marketing, and it is by far the most effective way for me to drive more business to my photography company. This may seem like a no-brainer, but many often write this off as simply being tagged in posts. But that alone is not enough—when you engage with the customer's post as well, you will see much better results. Like, comment, repost their content, and show your support—this will maximize your earned marketing potential. This is my secret to bringing in new clients.

At the end of the day, experiment! It is your own Instagram page, so find what works best for you. It may be through promoted posts, or it may be through word-of-mouth. The only way you will know what works for your brand is by trying it.