Social media has become an indispensable tool for photographers to showcase their work, connect with a global audience, and grow their businesses. However, with the constant influx of content, it can be challenging to stand out and gain meaningful engagement. In this article, we’ll explore some effective social media strategies that have proven successful for photographers.
Key Takeaways from Successful Social Media Accounts
When analyzing the social media feeds of a few top photographers, we noticed several common themes that contribute to their success. These include:
- Behind-the-Scenes (BTS) Content: By revealing the creative process and the work that goes into creating a final image, BTS content provides a more intimate look at the photographer’s craft. This can inspire viewers and make the final image even more impressive.
- Educational Content: Sharing information about your gear setup, techniques, or creative process can add value to your content and connect with your audience. By educating viewers and inspiring them to try new things, you can foster a sense of community and build trust with your followers.
- Consistent Posting: Maintaining a regular posting schedule helps keep your audience engaged and interested in your content. Consistency also improves your chances of appearing in users’ feeds.
- High-Quality Visuals: Photography is all about visuals. Ensure your images and videos are of the highest quality, well-composed, and visually appealing.
- Engaging Captions: Use captivating captions that encourage comments, likes, and shares. Tell a story, ask questions, or provide valuable insights related to your photography.
- Authenticity: Be yourself and let your personality shine through in your content. Authenticity builds trust with your audience and fosters a genuine connection.
Case Studies: Successful Instagram Reels
To illustrate these strategies in action, let’s examine a few Instagram Reels that have garnered significant engagement:
Reel 1: Behind-the-Scenes Action Shot with Sports Photographer, Jay Boatwright (@smax_photography).
Content: A behind-the-scenes glimpse into a photoshoot, showcasing taking the shot of the model in action, the immediate reaction of the clients to the photo, and the final photo itself.
Metrics: Over 12,000 Reel interactions.
What Jay says contributes to the success of his content:
The BTS reaction of my subjects is what gets good engagement from Instagram. It never gets old watching them see the image for the first time and then displaying the finished image in the reel. It’s a fun way to do a before and after. I don’t ever coach the athletes to react a certain way. We try to be sneaky in recording the response. It has to be authentic. The better the reaction, the better engagement I get.
To see more of Jay Boatwright’s work and behind-the-scenes action, visit his website and Instagram.
Reel 2: Behind the Scenes Action Shot with Dance, Fashion, and Fine Art Photographer, Ashkan Roayaee (@ashkanimage)
Content: A compilation of creative behind-the-scenes action shots, paired with the final shots as it is taken mid-action.
Metrics: Over 115,000 Reel engagements.
What Ashkan says contributes to his contents success:
Engagement on Instagram is a multifaceted game, but for me, the quality of the images is paramount. When people come to my account, they expect a certain visual standard, so maintaining high-quality, compelling images is crucial. However, captions and strategy also play significant roles. Captions that tell a story or evoke emotion can create a deeper connection with viewers, prompting them to engage more. Strategy, however, is essential for discoverability and overall account engagement. It’s a balance of all three: stunning visuals, engaging captions, and strategic campaigns.
My most successful posts are typically those that blend aesthetic appeal with a narrative element. Behind-the-scenes shots resonate well because they give followers insight into the creative process and provide a shock factor when you see the final image.
The most important lesson I’ve learned is the value of genuine interaction. Connecting with your audience isn’t just about posting great content; it’s also about being present and responsive. Engaging with comments, replying to messages, and acknowledging feedback makes followers feel valued and heard. This personal touch can turn casual followers into loyal fans. Authenticity and transparency go a long way—people appreciate when you’re real and approachable. Building a community takes time, but fostering those meaningful connections can turn your Instagram presence into a vibrant, interactive space.
To see more of Ashkan’s work and behind-the-scenes action, visit his website and Instagram.
Reel 3: Behind the Scenes Shot with Sports Photographer, James Quantz Jr. (@prolightmods and @quantzphoto)
Content: Behind-the-scenes and final shots shown as they are taken mid-action.
Metrics: Over 500 Reel engagements.
What James says contributes to his success:
I believe posts with multiple images, plus some behind the scenes content are what drive interest on my Instagram platform. If you’re just showing off your work, it has to be pretty spectacular to get people to engage these days. If you’re displaying quality work and offering value to other photographers, then they would be more inclined to “like and follow”. I believe a lot of my growth has come also from people viewing my YouTube videos and finding me here on Instagram afterwards.
I haven’t posted much on my main Instagram grid this year, but I stay active in the stories section. That has been working for me. I also comment and engage with other photography accounts, which helps. If you’re serious about wanting to grow a following, I believe it helps to reply to DM’s and comments on your posts, so it doesn’t come across as a one-way street with engagement.
To see more of James’ work and behind-the-scenes action, visit his website and Instagram.
Reel 4: Behind the Scenes shot with Setup Outlined by Portrait Photographer, Eli Infante (@eli_infante_)
Content: Behind the scenes followed by final shots, ending in a snapshot photo outlining the gear he used in the shoot.
Metrics: Over 8,000 Reel engagements.
What Eli says contributes to his contents success:
A key factor in my content is the value I deliver to my followers. I’m all about sharing the secrets behind the shot—through behind-the-scenes glimpses, revealing my power settings, or walking through my creative process. It’s not just about showing the final photo but inviting others into the journey. People are drawn to fresh and innovative content on social media or something they can recreate for their clients. This blend of education and inspiration keeps my audience coming back for more.
One of the biggest lessons I’ve learned from social media is the power of genuine engagement with your audience. It’s not just about posting content; it’s about making time to connect. Responding to insightful questions and having honest conversations with your followers is crucial. When someone asks a thoughtful question, I prioritize carving out time in my day to respond. This kind of interaction builds trust and strengthens the community around my content.
To see more of Eli’s work and behind-the-scenes action, visit his website and Instagram.
Reel 5: Behind the Scenes with Final Shots with Beauty Photographer & Retoucher, Lara Gilles (@lara_gilles)
Content: Behind-the-scenes paired with final shots.
Metrics: Over 1,300 Reel engagements.
What Lara says contributes to her success:
I believe the key factors for high engagement are a combination of the quality of my images and the authenticity of my captions. As a beauty photographer, my focus is naturally on image quality because it’s the first thing that catches the eye. However, captions play an equally important role as they tell a story or evoke an emotion that resonates with my followers. For me, the real connection with my audience comes from the visual and emotional quality of my posts.
The posts that perform best for me are reels that offer a behind-the-scenes look at the creation of a photoshoot. This type of content really draws in my followers because they get to see the creative process and techniques behind the images. Close ups are also very popular, as they highlight the aesthetics and craftsmanship that go into every shoot.
The most important thing I’ve learned about connecting with my audience on Instagram is that you don’t always have to be in front of the camera to create a strong connection. For me, it’s all about letting the work speak for itself. Consistently sharing high-quality images and showcasing the artistry behind them is what resonates most with my followers. By maintaining a cohesive visual style and being selective with the content I share, I’ve been able to build a loyal audience that appreciates the beauty and creativity in my work.
To see more of Lara’s work and behind-the-scenes action, visit her website and Instagram.
Reel 6: Photography Tips by Food Photographer and Mentor, Carolyn Pascual (@foodphotographymentor)
Content: Educational content, introducing a compositional technique that photographers can implement.
Metrics: Over 25,000 Reel engagements.
What Carolyn says contributes to her content’s success:
We find that sharing valuable and useful content with high quality images and video plays a big part in the success of our posts. We really try to share a lot of value in our captions and are mindful of keywords that our audience may be searching for. People come to social media for entertainment and to learn so even if you have the best photos, using social media as a portfolio of your work is not effective in 2024. Our audience loves seeing authentic behind the scenes content that shows them our personality, helps them, or gives potential clients an idea of what working with us might look like.
Reels posts definitely have the highest performance for us. We find that they are great for reaching a wider audience outside just our followers. For Reels, we try to capture attention in the first few seconds through video text with a hook or an eye catching visual. There are 2 types of videos that seem to perform best for us. The first is short videos with a hook that direct the viewer to the caption for more in depth information. The second is longer how-to videos that provide a lot of value in the video and have an element of storytelling with voiceover or video text.
Being consistent with valuable content really builds trust with our audience. I am mindful of post performance as a way to see what content our audience loves and wants more but also get a lot of content ideas through questions in our captions and discussions in direct messages.
To see more of Carolyn’s work, behind-the-scenes, and educational content, visit her website and Instagram.
Reel 7: Behind the Scenes and Final Shot with Commercial and Product Photographer, Evan Naka (@evan_naka)
Content: Behind-the-scenes paired revealing the final shot.
Metrics: Over 8,500 Reel engagements.
What Evan says contributes to his success:
In today’s social media landscape, success is about more than just hashtags and captions. While I still put thought into these aspects with every post, I’ve come to realize that the real game-changers are the content itself — especially video — and, above all, consistency. With people being overwhelmed by content daily, capturing and holding their attention is harder than ever. That’s why I focus on giving viewers a reason to stay. I like to entertain and educate through behind-the-scenes (BTS) content, then reward them for watching with the finished photo or video at the end.
Consistency is something we all know is important, but it’s much harder to maintain than it sounds. Back in 2021, when I was serious about growing my social presence, I posted every single day for over a year. It was intense, and while I can’t keep up that pace anymore, it laid the foundation for my current platform and opened the door for even more creative opportunities.
The posts that perform best for me are always videos that combine behind-the-scenes (BTS) content with the final result. I typically aim to keep them around 15 seconds. When creating, I put myself in the viewer’s shoes and ask, “Does this add value for them?” If the answer is no, I cut it—even if I find it interesting. The goal is to deliver content that engages and resonates with the audience, not just what I think is cool.
The most valuable lesson I’ve learned when connecting with an audience is to share my perspective while respecting opposing views. Above all, I remain a student of the craft. Many of my viewers have been in the game longer than I have, with experience that only time can provide. I make it a point to engage in meaningful dialogue with them, as it’s an opportunity not just to share but also to learn.
To see more of Evan’s work and behind-the-scenes, visit his website and Instagram.
Conclusion
Success on social media isn’t a one-size-fits-all formula. By experimenting with different strategies and adapting based on your audience’s response, you can create a unique approach that drives engagement and growth. Remember, building a thriving online presence takes time and effort, but by staying consistent and authentic, you can connect with your audience and grow your photography business.
