Why do we need to make reels? Or tiktoks?

Because Instagram doesn’t show our posts? Because Instagram is dead? Because video is the future? Because… the algorithm? All of the above and more?

I know I’ve said I’m a fan of TikTok before. And I am. I use it for entertainment. I’ve never really found a strong way to use it for my photography business though.

Maybe one day.

Or maybe not.

Our industry is full of big numbers these days. The photographer with the 1m views on their reel. The six figure brigade who I’ve spoken about before. The ones netting 1000+ enquiries a year thanks to SEO.

They will all promise to help you achieve similar results with their online courses too.

Big numbers are impressive for sure.

But I’ve spoken to a few photographer friends who’ve had the odd ‘viral’ thing, and so far in my (yes, very limited) research it’s never resulted in anything but hollow attention (which doesn’t pay the bills).

So I’m all about the small numbers.

I remember doing a workshop in 2012, with one of the nicest people in the world Fer Juaristi. It was a revelation in lots of ways.

First of all I realised I could never ever in a million years shoot like Fer because there’s only one Fer.

But second he said something which was an epiphany for me then and has stuck with me ever since.

He said “I just need 20 couples a year to find me.” and my mind was blown.

For me, personally now it’s about 25-30 couples ideally. But either way it’s such a small number. Small enough to be completely unimpressive.

But that small number is 100% of my income.

It’s become a cliche over the years. But my followers, likes, comments, web hits, reel views, reach… all of those things. Those are the big numbers, and they mean nothing UNLESS they lead to the small numbers.

Algorithms don’t exist for you. They don’t. Algorithms exist to keep people on the app. Keep them scrolling. Instagram and Tiktok don’t want people to leave their app. They just don’t. They don’t want people to go to your website. Because that means they can’t show them ads.

So if you’re playing the big numbers game – as in trying to create stuff that gets the most views, you’re only really serving the platform.

I know what you’re thinking – it’s marketing. And without marketing the small number will be zero.

Yes, I hear you.

But my point is more one of priorities, and the content creator debate.

We’re told to prioritise reels. But I know that my business comes from SEO which is still approx 50-60%, 30-40% is recommendations (planners, venues, past clients, and photographer friends) and then maybe 5-10% comes from Instagram if I’m lucky.

I could probably get that Instagram number up, but putting 90% of my marketing efforts into getting more and more views on the platforms which impact my all important small numbers the least makes no sense to me and my business.

This isn’t supposed to be me saying ‘give up on social media’ though.

This is me saying learn where your small numbers (bookings) come from. And focus there.

I know successful photographers entirely focused on their small numbers who don’t even use social media.

You can run a successful wedding photography business without social media.

So maybe ask yourself if social media didn’t exist, what would you do?

Also, focusing your attention AWAY from where everyone else is focusing theirs is a great marketing strategy too. All I see all day long on Instagram is reels which all look the same because you can’t take in the nuances of a photo when it’s flashing before your eyes at lightspeed to keep up with a cool beat.

But that’s for another issue.

So chase the small numbers.

Big numbers are great for vanity. But mainly they’re great for the platform.

Small numbers are where your sanity lives.

Remember all you need are a very small number of couples per year to find you. 20-25 for me. It might be more or less for you.

So find out where your small numbers come from, and spend more time and attention building on your marketing there.

Thanks for reading.

Adam

PS – The VAT limit isn’t some arbitrary target either. Work out what your real target is for having a nice life based on your own personal living standards.

PPS – I changed to a white background because I had a few comments that the grey background was hard to read against.

PPPS – Yes, I’m gonna get all my old issues loaded onto the superchARJ website. You’ll have to log in to read them. Hopefully that’ll be soon.

PPPPS – I’m not gonna post it every time but here’s the link if you fancy stumping up for me to get some caffeine in my veins to fuel my writings: https://www.buymeacoffee.com/arjphoto