How to use social media to grow your photography business

As photographers, we’re experts at capturing everyone else’s big moments, but we often hesitate when it comes to sharing our own work on social media.

Want to book more clients, build your brand, and actually enjoy posting online? This is your no-fluff guide to social media for photographers — what to use, what to post, and how to make it sustainable.

Whether you’re a wedding photographer, a portrait pro, or a secret marriage proposal photographer, your clients are on social media. The question isn’t if you should show up — it’s how to do it with less stress and more results.

What is social media marketing for photographers?

Social media marketing is using platforms like Instagram, Facebook, and TikTok to promote your photography, connect with potential clients, and build a strong online presence.

Best social media platforms for photographers

You don’t need to be on every platform — just the ones where your ideal clients spend their time and where your content performs well. Let’s break it down.

1. Instagram

Instagram is often the first place potential clients go to check your work and style before booking. Make sure to showcase your best moments, especially if you’re sharing tips for NYC proposal!

Post ideas:

1. Behind-the-scenes Reels (editing, location scouting, setting up gear) in iconic NYC spots like DUMBO or SoHo.
2. Before-and-after carousel edits of shoots in Central Park or Brooklyn Bridge Park.
3. Client testimonials in Story Highlights.
4. Quick tips for future clients, such as the best times for photoshoots in Times Square or Bryant Park.

What works best:

1. Reels: 6–30 seconds with a strong hook and on-screen text. End with a soft call-to-action (CTA), like “See the full gallery in my bio.”
2. Carousels: 5–10 slides. Use the first for a headline and the last for a CTA.
3. Stories: Use polls and Q&As to encourage direct messages, which can boost your reach.
4. Metrics: Track saves and shares on carousels, as these signals often correlate with distribution more than likes.

Pro tip: Authenticity is more important than perfection.

2. Pinterest

Pinterest is a visual search engine where a single post can drive traffic to your website for months or even years. It’s especially effective for wedding, portrait, and branding photographers.

Pin ideas:

1. Your best gallery images from iconic NYC locations like Central Park, DUMBO, or the High Line.
2. Graphics linking to your blog posts.
3. Location-specific photoshoots (e.g., “SoHo engagement session” or “Brooklyn Heights family portraits”).

Effective pin SEO:

1. Use a vertical 2:3 aspect ratio (e.g., 1000 × 1500 pixels).
2. Write keyword-rich titles and descriptions that a client would search for (e.g., “Autumn engagement photos in Central Park” or “Urban bridal shoot in DUMBO”).
3. Tag relevant topics and save Pins to your most relevant boards first.
4. Schedule 2–4 weeks of Pins in advance using a scheduler.

3. TikTok

TikTok is a storytelling platform that rewards authenticity and can help you grow your brand quickly.

Post ideas:

1. A day in the life of a photographer shooting in NYC hotspots like the Flatiron District or the Brooklyn Botanic Garden.
2. Client preparation tips for shoots in areas like Washington Square Park or the Vessel.
3. Photo reveal reactions.
4. Gear breakdowns.

Pro tip: The first three seconds are crucial. Start with a compelling moment instead of an introduction. For SEO, say your target keywords on camera and include them in the on-screen text and caption (e.g., “SoHo family photographer tips” or “Top engagement spots in DUMBO”).

4. Facebook

Facebook is still useful for local bookings and community engagement.

How to use it:

1. Join 3–5 local NYC groups (related to venues, neighborhoods, or parenting) and post helpful content weekly.
2. Create Events for mini-sessions or holiday promotions and invite past clients.
3. Share client albums from shoots in NYC landmarks like the Bethesda Fountain or Hudson Yards, and encourage them to tag your page.
4. Cross-post client testimonials.
5. Upload vertical videos, as Facebook often distributes them as Reels.

5. YouTube

YouTube is a long-term strategy for building trust and showcasing your expertise.

Content ideas:

1. Gear reviews.
2. Behind-the-scenes wedding walkthroughs in NYC venues like The Plaza or The Lighthouse at Chelsea Piers.
3. Editing tutorials.
4. Videos answering client FAQs, like “How to prep for a photoshoot in Central Park.”

Pro tip: YouTube Shorts can now be up to 3 minutes long. Keep your intros concise and provide value upfront. Focus on viewer engagement (retention, comments, clicks) rather than just view counts.