Since it launched in 2010, Instagram has been the social media app of choice for photographers to share their work with the world. This made sense since the app was dedicated purely to viewing and sharing photos. On June 30th, Adam Mosseri, CEO of Instagram, rattled the photography world when he stated that Instagram is no longer a photo-sharing app.
Over the years, Instagram has changed significantly. In 2013, they added messaging. In 2016 — when Snapchat rose in popularity — Instagram added stories. To compete with YouTube, Instagram added video features and IGTV. When live-streaming exploded with Twitch, live features were added to Facebook and Instagram. Most recently, to compete with the rise of TikTok, Instagram created Reels.
All of these “additions” have made it more confusing than ever for photographers to navigate and reach their audiences. In this article, I want to share how photographers are using all the features of Instagram to continue to increase their reach.
Feed Post
Even though the feed post has been diminished over the years, sharing photos is still at the heart of Instagram. When you open the app, your feed is primarily what the people you are following have posted. Photographers can continue to share photos as a pseudo-portfolio for friends and potential clients to see. One of the best ways for photographers to have a successful photo post is to use BTS, or behind the scenes.
When I think of behind-the-scenes photos, the first person I think of is Francisco Hernandez, or @fjhphoto. He made a splash with his well-labeled behind-the-scenes photos years ago and has done it ever since. Not only does he get to share his portfolio piece in the first image, but he’s also sharing an informative resource that other photographers can learn from or refer to.
I’ve used this same blueprint in my photos, and my top 9 posts are all informative breakdowns that photographers can learn from. This style of post isn’t limited to showing flash positions either. Here’s an example of Pye Jirsa sharing how these futuristic portraits were captured by creatively approaching a parking garage.
As photographers, the circumstance is often as interesting as the result. So the next time you find yourself making an interesting composition, zoom out and share the broader perspective to give viewers more context.
Reels
Something I learned years ago was that Facebook (and Instagram) will always excessively push their newest feature. Right now on Instagram, that feature is Reels. Reels are short-form videos that can feature music and other visual effects. One of the major benefits to Reels is that when people view them, they are automatically suggested the next video based on their engagement with other posts. This means when you make a Reel, you have a chance to be seen by new people who can easily become new followers. Here are some of the many ways photographers are using Reels well.
Educate
Like the behind the scenes feed post, a Reel that educates others has the potential to reach a lot of people.
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Reggie B shares guides on composition, camera settings, and the tools he uses as a wedding and engagement photographer.
Entertain
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Zak Gruber entertains his following with stunning travel photography and cinematography.
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Vanessa Joy often shares funny reels that any professional photographer can relate to.
Inspire
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Airam often uses reels to communicate new props, locations, poses, and post-production techniques to inspire photographers to try new things.
Story
Stories are the feature that offer the most flexibility. Since the story will automatically expire after 24 hours, photographers tend to use it in more fleeting ways. Some use it for their business, like the example below where wedding photographer Niki Marie shares a couple’s sneak peek gallery via stories. Others use it to have conversations with their followers by asking and answering questions. Some photographers go live to have candid discussions about their experience as a photographer. The story is the best place to take risks with your content, as it is a low-risk way to test something new.
IGTV
Personally, I’ll never post to IGTV. I just don’t see a point because it will never compete with the long-form video juggernaut YouTube, where people already know to look for my videos. But, I have seen other photographers use IGTV in a similar fashion. One is Danny Batista who shares videos on retouching, lighting, and camera gear. If you’ve already built an audience on Instagram and are just starting to share longer videos, perhaps IGTV is the best place for them.
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With all of these options, it’s clear that Instagram has been navigating away from photos for a long time. With the popularity of video, this is likely to continue. Despite Instagram’s decreased focus on photos, there are more ways than ever for photographers to communicate visually on the app. So before you delete Instagram because of its new focus, give these other options a try. You might be surprised by your results.
Article by Robert Hall.
Featured Image from Unsplash.