Social media has become a game-changer for photographers. It’s not just a place to showcase your portfolio; it’s where clients are first introduced to your brand, where relationships are nurtured, and where bookings are made. But, like anything in the business world, there’s a right way—and a wrong way—to do it.

If you’ve ever wondered whether you’re making the most of your social media platforms or if you might be unknowingly sabotaging your efforts, let’s dive into the key dos and don’ts every photographer should follow to build an engaging and profitable online presence.

Do: Showcase Your Best Work Consistently

Consistency isn’t just about posting regularly; it’s about maintaining a cohesive feed that reflects your unique style and brand. Your social media presence should act as an extension of your photography portfolio. Post regularly, and focus on showing off your best, most recent work. Whether it’s dreamy wedding shots, candid family portraits, or stylized branding images, every post should tell a story that speaks directly to your ideal client.

If you’re struggling with what to post and when, my 30-Day Content Plan for Photographers can guide you. It’s designed to help you stay on top of your content, ensuring that your social media presence is both engaging and strategic.

Don’t: Post for the Sake of Posting

The pressure to stay active on social media is real, but resist the urge to post just for the sake of it. Quality will always trump quantity when it comes to photography. Posting random, off-brand images or oversharing personal content that doesn’t align with your business can dilute your brand’s message. Every post should have a purpose—whether it’s to inspire, educate, or convert your audience into paying clients. Stay intentional, and don’t lose sight of the bigger picture.

Do: Engage with Your Audience

Social media is about connection, not just broadcasting your work. Take the time to engage with your audience—respond to comments, answer questions, and interact with your followers’ content. Building relationships through thoughtful conversations can turn casual followers into loyal clients. The more your audience feels like they know you, the more likely they are to trust you with their photography needs.

Utilizing features like Instagram Stories or Reels is an excellent way to further that connection. If you’re not sure where to start, my Reel Formula Guide will teach you how to create captivating Reels that can significantly boost engagement and visibility.

Don’t: Ignore Analytics

As much as social media is a creative space, it’s also driven by data. Paying attention to your analytics can help you understand what content resonates best with your audience. Track which posts perform well, when your followers are most active, and what kind of engagement you’re getting. Ignoring these insights means you’re missing out on valuable information that could help you refine your strategy and grow your audience.

Do: Use Hashtags Strategically

Hashtags are one of the best tools for increasing visibility, especially when you’re trying to reach new clients. However, just throwing random hashtags into your posts isn’t going to cut it. Be strategic. Research hashtags that your ideal clients are searching for, mix in some popular ones, but also use niche-specific tags to reach a more targeted audience. Don’t underestimate the power of a well-thought-out hashtag strategy to help you gain traction and stand out from the crowd.

Don’t: Be Afraid to Show Your Personality

While your photos are at the forefront, don’t forget to show a bit of the person behind the lens. Your personality is part of your brand, and clients want to know who they’ll be working with. Share your story, your process, or even behind-the-scenes moments to let your audience connect with you on a deeper level. Remember, people are more likely to book a photographer they feel connected to.

Social media doesn’t have to be overwhelming when you have a plan in place. The dos and don’ts of social media are simple but powerful. If you follow these guidelines and stay true to your brand, you’ll see an increase in engagement and bookings over time.

Need help planning your content? The 30-Day Content Plan for Photographers can give you the framework you need to show up consistently and effectively online.