Creativity is an unlimited resource, but deploying it effectively requires planning. Running your own photography business is a lot of work, without even considering the logistics of running multiple social media accounts. 

So, how do the greats do it? 

To reach and engage new clients through social media, busy photographers need to think strategically. If you ever find yourself stumped about what to post on your photography blog—or just want some fresh ideas—this article is for you. Let’s explore 6 creative types of content that will help you reach and engage with your audience.

Tell Your Story

First, establish your distinct style to frame your content. Some people enjoy being personal and open, creating a one-on-one connection with clients before they even meet. Others prefer to maintain a more professional image for their photography business. 

In either case, build trust with your audience by sharing your story and expertise in an authentic way. Over time, this can help you become an influencer on social media. Because a full 92% of people trust influencers more than traditional marketing channels, this will expand your reach and audience loyalty.

Think about a few pivotal moments on your journey to becoming a professional photographer, like pursuing photography education, gaining real-world experience, or learning hard-earned lessons. Then blog about each one, sharing funny anecdotes, “aha!” moments, and milestones. You could even break these into a “How I Became a Photographer” series that you’ll release over time, keeping your audience coming back for more. By sharing your story, you’ll foster trust, spark interest, and strengthen your reputation.  

Share a Behind-the-Scenes Look at Your Process

What makes your sessions or subject matter interesting? When you describe them to friends and family, what questions keep arising—or what do they find surprising? Write about these things in your blog posts. 
For instance, if you’re a pet photographer, how do you set the pet at ease? Do you specialize in any types of dogs or use particular locations that bring their own benefits and challenges? What happens if a squirrel runs across the scene?

If you’re a corporate photographer, how do you take headshots that look natural? Describe tips and tricks you use for putting clients at ease and producing candid yet professional photos.
Or, if you’re a portrait photographer, what happens if the wind suddenly picks up while at an outdoor session? How have you handled that situation? If you’re a family photographer, what do you do if a toddler has a tantrum? With clients’ permission, add lines of dialogue to make the story more engaging and relatable.

Think of this behind-the-scenes content as a way to bring a potential client into your studio. They’ll get an inside look at how it’s done, and what the experience of working with you will be like.

Talk About a Passion Project

Embark on a passion project that showcases your core interests. You can work on a passion project over time, doing a little each week and then posting about it. Choose a genre that relates to your business, even if it doesn’t overlap completely. Your passion project will highlight your drive and creativity, and it could involve local subjects or scenes that engage your audience.

Make Engaging Reels

Designing reels lets you repurpose existing content while reaching people through video. Since Instagram has become increasingly “video-centric,” this will help you get noticed by more potential clients.
Create a reel focused on a particular theme, like a certain type of lighting or a similar challenge that several sessions involved. Produce a reel showcasing these photos and describing what they all share in common.

Put them into a reel template (Canva has some good ones), find some upbeat music to go along with it, and post!

Feature Client Testimonials

A picture may be worth a thousand words, but a glowing client testimonial is priceless. If you don't already have a document where you keep all your client reviews, now is the time to start one. Select one of your favorites, choose a photo from that client’s session (with permission), and pop them into a Canva template for whichever social media platform you’re posting to. Then, upload these testimonials as a post or story. You can easily create a batch of testimonial posts and set them aside to release over time.

Engage With Your Followers

Interactive content builds engagement and forges a genuine connection with your audience. Speak authentically, and your followers will respond in the same way. Ask them questions, share a silly story, highlight interesting resources, and offer tips. Here are a few ideas to consider: 

• Taking polls
• Holding giveaways or fun contests
• Making client referral awards

Post content with a clear call to action—ask followers to share a similar anecdote, describe how they used a tip you shared, or enter their photo in a contest.

Think about starting a weekly series centered on interactive content, which will keep your followers coming back.

Tips for “Batching” Content

Keeping up with social media means maintaining a consistent presence. Start a content calendar to keep yourself motivated to design and share engaging content, featuring a mix of stories, reels, photography education, interactive content, and other types of posts. Throughout your workweek, stay open to interesting anecdotes or aspects of your process that are worth sharing!

As you build your photography network, pay attention to the content peers are sharing. Look to photography influencers as role models for how to build a strong social media strategy. And leverage PPA’s educational materials to gain more valuable tips and insights on all aspects of marketing your photography business!