When it comes to growing your photography brand on social media, especially Instagram, hashtags are more powerful than many realize. They’re not just a bunch of words that sit beneath your photo—they can make the difference between your work being seen by a few hundred people versus thousands. Yet, so many photographers don’t use hashtags to their full potential. If you’re only throwing in a few generic ones like #photography or #weddingphotographer, you’re missing out on a huge opportunity.

Using hashtags strategically can help you grow your following, increase your visibility, and attract the right clients. Let’s dive into how you can use photography hashtags the right way.

Start with the Right Mix of Hashtags

You don’t want to use the same popular hashtags that every photographer is using—think #instagood or #photooftheday. While these might get lots of hits, they won’t do much for reaching your specific audience. The key is finding a balance between popular hashtags, niche hashtags, and local ones that are more targeted. This way, you’re tapping into broader reach while also ensuring you show up in searches that matter.

For example, if you specialize in family photography in Wisconsin, include hashtags like #WisconsinFamilyPhotographer or #MadisonFamilyPhotos. Local hashtags can get you seen by people in your area who are actively searching for a photographer like you. Combine these with niche tags such as #CandidFamilyPhotos or #DocumentaryFamilyPhotography, which speak to your style and will attract clients looking for that specific type of photography.

Engage with Hashtags You’re Using

One major mistake photographers make is adding a long list of hashtags and then walking away. Hashtags work best when you engage with them. Once you post, go into the hashtags you’ve used, browse through the feed, and engage with other posts under the same tag. This not only gets your name in front of a wider audience but also boosts your visibility in the algorithm.

Engagement is key—leave genuine comments, like photos, and follow accounts that resonate with your style. By being active in these hashtag communities, you’ll start to build relationships and increase your chances of getting discovered.

Hashtags for Your Ideal Client

If you want to attract your ideal clients, you need to think like them. What would they search for? Your potential clients aren’t searching for #CanonLover or #PrimeLensLife—they’re more likely to look for phrases like #NYCElopementPhotographer or #BohoWeddingIdeas. The more specific you can be with your hashtags, the easier it becomes to get found by the right people.

Remember, the goal isn’t just to grow your follower count—it’s to grow the right kind of following. You want clients who love your style, trust your expertise, and are ready to book. Choosing hashtags that align with your ideal clients’ interests helps you do just that.

Switch Up Your Hashtags Regularly

Using the same hashtags in every post isn’t going to work in the long run. Instagram and other platforms are constantly shifting their algorithms, and you need to stay agile. Make sure you’re testing out new hashtags every couple of weeks. Pay attention to the ones that are performing well and adjust as necessary.

When you stay consistent with testing and evolving your strategy, you’ll notice a growth in both your following and your engagement.

Mastering hashtags is only one part of a larger social media strategy. To really grow your photography business and consistently book more clients, it’s essential to have a plan. That’s where my Reel Formula Guide or 30-Day Content Plan for Photographers comes in—they give you actionable steps to boost your visibility, create engaging content, and drive bookings.

Get your hands on my 30 Day Content Plan for Photographers here.

Ready to take your IG to the next level and save time batch creating your content…get more information on my Reel Formula Guide here.

Check out more resources for photographers here.