You already know this: Instagram is the playground for photographers. It’s likely where your target clients are hanging out and likely where they are searching for a photographer.

But here’s the thing—just posting your gorgeous photos won’t cut it anymore. If you’re serious about turning views into bookings, it’s time to treat Instagram like the marketing powerhouse it is.

So, let’s break down how to market your photography business on Instagram in a way that’s strategic, intentional, and brings in clients your brand can serve well.

1. Treat your feed as your portfolio

Think of your Instagram feed as the ultimate first impression. It’s a portfolio that gives potential clients a sneak peek at your style, vibe, and brand.

• Stick to Your Signature Style: Consistency is key. Your grid should scream, "This is what you get when you hire me." You want potential clients to look at your feed and think, yes, this is exactly what I want.
• Color Palette Consistency: Keep your color palette tight. If neutrals and pastels are your thing, don’t throw in a bright red or neon green that clashes with your aesthetic. The goal? A cohesive, beautifully branded feed that draws people in.
• Use a Grid Planner: The Plann app is a game changer as it allows you to plan out your feed in advance so that everything flows and tells a cohesive visual story. No more guessing how posts will look together.

2. Show up in stories and reels—clients love BTS

Instagram Stories and Reels are where you can really show your personality and help define your personal brand. This is your chance to connect with your audience on a deeper, more human level and, often times, that’s what gets clients to book!

• Share Behind-the-Scenes (BTS): Whether it’s a sneak peek at your editing process or a behind-the-lens moment from a shoot, people love seeing the real you. It makes you more relatable, approachable, and ultimately, more bookable.
• Post Client Testimonials: Drop a testimonial in your Stories and save them to a “Reviews” highlight. Social proof is gold for building trust.
• Create Engaging Reels: Reels can skyrocket your reach. However, make sure you are targeting your ideal client with these rather than other photographers! Think about what your target client would want to see, know, learn, or be inspired by!

Tip: Engage your audience with interactive features like polls, quizzes, and questions in your Stories to create a two-way conversation and also help increase your views and engagement!

3. Consistency, consistency, consistency

You’re busy, I get it. Between shooting sessions, editing, and running a business, finding time to post on Instagram might feel impossible. But consistency doesn’t mean you have to post every day—it’s about showing up regularly enough to stay on your clients’ radar.

My $29  Instagram Efficiency Mini Course has you covered as it will walk you through my exact process for automating and streamlining my Instagram Marketing … Because with marketing, consistency is everything. 

4. Keywords, hashtags, and engaging

• Incase you don’t keep up with all the changes inside of Instagram (because it’s always changing!), using keywords on Instagram is crucial for increasing your visibility and reaching the right audience. By incorporating relevant keywords into your captions, bio, and hashtags, you make it easier for potential clients to find your content through search and explore features as they help you target specific niches and connect with local clients. So be intentional about your captions!
• While keywords are now a big focus on Instagram, hashtags are still relevant. Use a mix of broader hashtags and niche ones. For example, if you’re a newborn photographer in Charleston, try mixing #CharlestonNewbornPhotographer with #LightAndAiryPhotographer to hit both your target clients and local market.
• Engage with Your Followers: Don’t just post and ghost! Take time to interact. Respond to comments, and engage with others … even photographers. This boosts your visibility and builds relationships.

5. Network with other vendors for cross-promotion

Instagram isn’t just for clients—it’s also where you can connect with other creatives in your industry. Collaborating with others means more exposure for everyone!

• Tag Your Vendors: Always tag the vendors you collaborate with on shoots. They’ll likely share your work with their audience, giving you a chance to reach a whole new group of potential clients.
• Cross-Promote: Build relationships with vendors you admire. Share their work, and they might showcase your photography in return. Win-win.
• Collaborate on Shoots: Team up for styled shoots that match your brand’s vibe. You’ll get fresh content, and everyone involved gets more exposure. It’s a creative boost and a marketing move.

Tip: Use Instagram’s "collaborate" feature to post with vendors and share your work across their audience too, doubling your reach.