adapting to social media and the digital age
Are you desperate to get those thousands of followers on Instagram, for people to see your photos, for people to like and comment and share?
Well, I know how you feel. And don't worry, with intent, clarity and discipline, you can not only get there, you can get there with equanimity and without losing your mind (secret: that's what they want you to do!).
When I started out, I fell into the trap of comparing myself to other artists online, thinking that followers equated to recognition, validation, maybe eventually money, and likely the filling of some part of emptiness in my soul.
Well, it can do - maybe not the soul-filling bit - but only in the microcosm of a truly virtualecosystem. Over the years, I learned that social media is not important in so many ways, but it is a wonderful tool to help garner an audience, display your images, test some content, voice your voice and maybe even create a community...
As photographers and artists, our goal seems inextricably linked to wanting people to love our art. And so it seems we often want to gain recognition, receive validation, build a loyal following and conflate that with 'success' and fulfillment in our craft.
Wrong goal? Or wrong perception?
Well, I know - because I've seen it with my own eyes - that many photographers, including my younger self, fall into the trap of equating follower counts with 'success'. This inevitably leads to an unhealthy obsession with analytics and a distorted perception of our work’s value. The reality is that social media is NOT REAL and can be a deceptive microcosm that weakens your sense of artistic integrity and long-term goals.
Just like other forms of media and TV...
While social media has many pitfalls, it can also be a powerful tool for growth if used correctly, and that's the way I believe all photographers should look at any form of social media. Put our ego's aside and use it for what it's worth. It's not free, because it takes time and energy to do well, but it's worth it.
Here’s how you can adapt and leverage social media to your advantage:
Be authentic: Rather than chasing likes and followers, focus on sharing genuine photos and genuine stories. Authenticity truly resonates with audiences and fosters deeper, longer connections.
Engage Meaningfully: Take time to interact with your audience. Respond to comments and messages, ask questions, and encourage discussions about your work. Show that you value their engagement.
Be Consistent: This might be the main growth factor I have experienced in my own account as well as many others. Yes, the more you post the more likely you are to grow, because the more likely you are to be seen - it's simple maths - but you also want to be in a sustainable shape where when people do find you you have a page and content that is consistent in it's aesthetics and voice. In addition - and this is important - finding a level of consistency means you will do it, and you will likely enjoy (or at least not hate) doing it.
Quality over Quantity: Prioritise meaningful interactions over the number of followers. Building a smaller, engaged community is more beneficial than having a large, disengaged audience.
Stay True to Your Voice: Don’t dilute your artistic integrity for the sake of trends. Fuck the trends, fuck the algorithm, it'll constantly change on you anyway. Photographers should not be chasing trends, and if they are then they shouldn't call themselves an artist and they'll fade away in time because they'll end up hating what they do, hating what their work has become and will have no identity or soul as an artist. Be ready for when people will find you, and they will.
Reflecting on my journey, I learned that social media is just one tool in the broader spectrum of building a photography career. Meeting successful artists who excelled through real-world connections, selling art, and making meaningful impacts showed me the importance of balancing an online presence with offline relationships. The concept of '1,000 true fans' became very evident to me – focusing on a smaller, dedicated audience can lead to more recognition, community, and long-term success than chasing large follower counts.
After all that, go and follow me on Instagram would you....jeez.....
Happy Shooting,
