Effectively marketing your photography isn’t just about showcasing great images. It’s about understanding the roles of social media, websites, and portfolios, and using them intentionally. Each plays a distinct role in building your visibility, credibility, and appeal to potential clients, and blending their purposes can dilute their impact.
Coming to you from Scott Choucino with Tin House Studio, this practical video breaks down these three tools and how to use them strategically. Social media, for example, is about staying visible. Platforms like Instagram serve as reminders of your presence, allowing potential clients to see your work regularly. Choucino stresses that it’s not about gaining generic followers but targeting those who could hire you. Posting frequently, even older work or simple behind-the-scenes shots, keeps you relevant without requiring a constant stream of new material.
Websites, in contrast, are your professional storefront. They offer the depth and authority that social media cannot. A well-designed website conveys seriousness and legitimacy, with your domain name and professional email reinforcing this image. This is where clients can explore your work, learn about you, and find detailed information. Choucino advises against overloading the site with photos or blog posts aimed at other photographers, emphasizing that your content should speak directly to clients. Features like a clean gallery, an informative about page, and an easy-to-use contact form are key.
Portfolios are where many people misstep, confusing them with either their website or social media. Choucino explains that a portfolio isn’t a greatest-hits collection but a curated set of images tailored to a specific client or meeting. The goal is to solve a problem or meet the aesthetic needs of the client, not to impress them with unrelated work. He illustrates this with an example of a portfolio designed around color themes, showing how flexibility in curation can help you align your style with the client’s brand identity.
Choucino also touches on the importance of continually updating and refining all three elements. Social media posts should remain consistent, websites should evolve with your work, and portfolios should adapt to the client or project at hand. Each tool requires time and effort, but when used correctly, they amplify your ability to land jobs and build relationships. Check out the video above for the full rundown from Choucino.
If you would like to learn more about the business of photography, check out "Making Real Money: The Business of Commercial Photography With Monte Isom!"
