Instagram in 2020 is looking a little different to Instagram in 2019. Firstly, this is NOT a post about how to gain more followers on your Instagram account. Because in all honesty, if that’s your number goal, you may need to slightly reprioritise. Instead, your goal should be more meaningful and purposeful when it comes to your Instagram account.
Some of your goals might be to:
- Book clients
- Offer value and be of service to your target market
- Connect with like-minded people
And the catch is? All these INTENTIONAL goals will result in you gaining more quality followers over time. People who ARE there for YOU and what you’re sharing. (which is so much better than spammy followers who just don’t care about you).
So, without further a’dew let’s dive into the Instagram Strategy you need for 2020 when it comes to building your Photography business! (**Hint, these tips can also be applied to many other industries!).
#1 No Face, No Growth
You’ve probably heard this a million times, but showing up is your BEST weapon when it comes to connecting with your tribe on Instagram. This means showing your FACE on stories and your feed. And I know this can be a really difficult thing for some to do but if you’re on Instagram to build a business, you’ve got to bite the bullet and show up. Otherwise, you will be missing out on attracting your ideal client.
If showing up is the difference between quitting your 9-5 and working on the business full-time, THERE IS YOUR REASON. If showing up is the difference between stressing over money and having a consistent stream of clients coming in because they’ve finally found someone they trust, THERE IS YOUR REASON.
Because as a photographer, we need to gain people’s trust. The trust barrier online is so high. So we need to find ways to minimize it, and quickly! The best and most efficient way to do this is by showing your face.
#2 Show More Of Your Work
When I first started my business account on Instagram, majority of people were saying you shouldn’t be plastering your work all over your feed. It’s too salesy. And that lead me down the track of not sharing my work ENOUGH.
And you know what happened when the lightbulb finally went off in my head and I started sharing my work more? I received more enquiries, I receiving more bookings, and my business saw more growth.
I post my work on my feed nearly every day. And I actively promote digital products, blog posts, locations shoots etc on my stories every single day. If you’re passionate about what you do, SHARE IT. Because when you’re passionate, it doesn’t become salesy. It becomes genuine.
Just ensure you’re posting work you believe will ATTRACT your dream clients.
#3 IGTV & Video Marketing
Instagram are pushing this, especially with the introduction of ‘series’. Which means when you release an IGTV, it’s more likely to be bumped up in the algorithm, meaning more people will see it.
Which leads me to video marketing…you probably heard people harp on about this in 2019, but your audience wants more raw and real!
Some video ideas might include:
- behind the scenes of your photoshoots
- you educating your potential client about the process of your photoshoots
- more about your personal story and how you got to where you are today
Video is such a powerful way for you to breakdown that trust barrier even further! When it comes to video marketing, planning ahead is going to be your best friend. Write down a list of topics you’d love to share, either script these videos if you’re not totally confident on camera, and batch create videos on the same day to increase efficiency.
#4 Post On Stories Everyday
Some people prefer to scroll on stories rather than their news feed. And this is why you’ve got to be active on Stories everyday if you can to cater to those people.
Here’s what I love to post on stories:
- Chat to cam stories (I try and make it a point to do these every single day)
- Blog post graphics to promote old or new blog posts on my website
- Lightroom Preset before and after animations
- Recent or old portfolio work I’m still loving
- Inspiration quotes from other Instagram accounts
- Stories featuring question, quiz or poll stickers. Try to get to know your audience as much as possible and get them interacting with your content!
If I’ve got time, I’ll try to post nearly all these types of content in a day to cover different aspects of my business.
#5 Post ‘Share-worthy’ Content
‘Share-worthy’ content is content that causes others to want to share with their own audience. You need to work out what you think your audience deems as ‘share-worthy’. This will help your account be seen by the followers of your followers and so on.
A great place to start is to look at what your followers are currently sharing and see if you can replicate that on your own account and encourage people to share.
#6 Down in the DM’s
This is where the magic is going to happen. A.k.a nurturing your potential clients. Never be afraid to DM people you would potentially love to work with so you can get onto their radar!
The best way to break the ice is to reply to stories. Even if it’s just with an emoji. The more you DM someone, the more likely you’ll see their content. Majority of my bookings start with a DM on Instagram. I’ll then push them across to email so I can carry the conversation more professionally.
#7 Engage with the RIGHT people
There are two types of people I engage with:
- People who support me and who’s content I always find of value
- People I who believe would be my potential client
What we don’t want to do is waste our time when it comes to Instagram. Don’t comment for comment’s sake. And unfollow the people who just don’t bring you value, entertain you, or inspire you. We follow so many people these days, and sometimes it can be hard to stay focused on those who we genuinely want to connect with when there are so many other posts clogging up our feed that we just don’t connect with.
I used my Instagram Saved Folders for intentional engagement where I’ve got folders called “Product Based Biz’ and ‘Service Based Biz’. This way I KNOW I’m engaging with my potential clients on the daily and people who’s content I genuinely enjoy.
Instagram is a long-term strategy, and I know you’ve heard this before but consistency really is KEY! Your Instagram strategy for 2020 should be more purposeful and intentional if you want to see results. Show up, be more raw, and just genuinely connect.