Are You Posting for Likes or Bookings?
If you’re a wedding photographer struggling to convert followers into clients, your social content might be the problem, but not in the way you think. Many photographers unintentionally create content for other photographers, rather than for the couples they’re hoping to attract.
This is one of the most common marketing mistakes we see at TailorMade. And if your wedding photographer Instagram strategy focuses on impressing your peers instead of connecting with brides and grooms, you could be leaving bookings on the table.
The Trap of Creating for Other Photographers
All too often, your Instagram is filled with stylized flat lays, behind-the-scenes lighting setups, gear talk, and award submissions. It might be beautiful, but if it doesn’t speak to your ideal client’s needs, it’s not doing its job.
According to Fstoppers, many photographers feel pressure to gain approval from others in the industry. This leads to content that’s more about creative validation than client conversion.
The Guardian echoes this in a feature on wedding photography trends, noting how heavily stylized shoots create unrealistic expectations and disrupt authentic moments. In some cases, even officiants are pushing back.
It’s not just about art—it’s about strategy. And the people liking your work aren’t always the ones booking it.
“Instagram has a lot to answer for. I feel like Instagram is about massive peer pressure now … they all want the same thing. Instagram makes people think they’re having something unique, but it’s not.”
Speak to Couples, Not Colleagues
Your couples aren’t professional creatives. They’re not evaluating your aperture, film simulations, or whether you used a 35mm or 85mm lens. They want to know:
- Will you make them feel confident on camera?
- Can they trust you to capture the day authentically?
- Will the experience feel easy, fun, and personal?
And most importantly, you want them to know why they should book you instead of someone else.
Photographer Alex LaSota talks about how chasing industry trends can cause photographers to drift from their brand voice. When you’re posting to keep up with what others are doing, you risk losing touch with your own unique client appeal. Lets’s be honest, it’s also exhausting.
If you have been photographing weddings for a while, you’ll know that trends change quickly and often. It’s incredibly taxing to constantly be keeping up with the trends, and the time you spend on it is time that you’re not using to build your business.
So What Should Wedding Photographers Post on Instagram?
In everything we put into the world, we want to be talking to Brides & Grooms, not other businesses.
In general this means prioritizing human, emotional content over overly curated visuals. Here’s what we’ve seen work:
- Behind-the-scenes moments with you interacting naturally with couples
- Client testimonials with video or voiceover
- Candid emotional reactions during vows, dances, or first looks
- Before-and-after editing transformations (but keep it simple!)
- Story-driven captions that show what it’s like to work with you
The goal is simple: help your ideal couple see themselves in your feed.
Part of this involves some introspection as well. You should be thinking to yourself “Why am I posting this?”, and if the answer is that You are posting it to get validation from other photographers, it’s probably not the best post for your business.
Make the Shift and Grow Your Bookings
Your social content should serve as a bridge between what you do and why it matters to your clients. Try these steps:
- Audit your feed: Remove posts that only speak to peers.
- Focus on storytelling: Talk about the people, not the presets.
- Use emotional language: “Imagine this moment…”
- Engage with couples: Ask questions in your captions they’d care about.
Your feed should help potential clients feel what it’s like to work with you—not just see your portfolio.
Final Thoughts: Are You Booking Clients or Chasing Clout?
Shifting from peer-focused content to client-focused storytelling doesn’t mean compromising on creativity. It means applying that creativity with intention.
So the next time you’re about to post, ask yourself:
Is this helping a bride or groom feel connected to me—or is it just showing off for the industry?
Refocusing your wedding photography social media strategy toward the people actually hiring you could be the best business decision you make this year.
Need Help Refocusing Your Content Strategy?
TailorMade helps wedding photographers turn their social media into a real lead generation tool.