how to find your audience and why it matters
I came across this story the other day that I hadn't heard before, and it struck a chord with me...
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A father gave his daughter a car he had bought years ago, saying, “It’s pretty old now, but before I give it to you, take it to the used car lot downtown and see how much they’d offer for it.”
The daughter went to the used car lot, returned, and said, “They offered me $1,000 because they said it looks pretty worn out.”
“Okay,” the father said, “now take it to the pawn shop.”
The daughter went to the pawn shop, returned, and said, “The pawn shop offered only $100 because it’s an old car.”
"I see,” the father replied. “Now go to the car club and show them the car. Come back and tell me what they say.”
The daughter went to the club, returned, and told her father, “Some people in the club offered me $100,000 for it because it’s a Ford Model T. They said it’s iconic and sought by collectors.”
The father smiled and said, “The right place values you the right way. If you’re not valued, don’t be angry. It just means you’re in the wrong place. Those who know your value will appreciate you. Never stay in a place where no one sees your value.”
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As a photographer, this story resonated with me because it speaks to something I’ve experienced myself: the journey of finding the right place and the right audience who genuinely values my work. And to be quite frank, in today's world it's still a work in process.
Photography can feel deeply personal, and when the wrong audience fails to see its value, it’s easy to question your own worth or wonder if your work is 'good enough'. As photographers, it’s easy to feel this way, especially when feedback is scarce or when low engagement makes us question if we’re even good at what we do. It’s a common issue in the industry—so many of us feel undervalued, wondering if our work is actually worth more or if we’re just in the wrong crowd.
This story reminded me that sometimes, it’s not about changing yourself or your art—it’s about finding the right audience who connects with what you do. And there is an audience for everyone, you've just got to find it...
So, how, I hear you ask....?
1. Identify Your Ideal Viewer or Client Profile:
Define Your Ideal Viewer: Reflect on who would appreciate your style most. Maybe your work resonates with urban art lovers, creative directors, or those passionate about human storytelling.
Ask Specific Questions: Who currently engages with your work? Are there patterns in demographics or interests that align with your style?
Create an Audience Persona: Find your 'Avatar'. Write down your 'ideal fan' or 'ideal client' description. This helps clarify exactly who you want to reach. Also known as your 'one true fan'.
2. Research Where Your Ideal Audience Hangs Out:
Identify Platforms: Some platforms naturally support different styles of work. It's not all about Instagram. There are so many other platforms that are suited to different cohorts of photographers, and I include the competition game in this. Photocrowd, 1x.com and the million different competitions, conferences, clubs and conventions come to mind.
Look at Where Similar Photographers Are Finding Success: Research where other photographers in your niche are active. If you’re into landscape photography, see which platforms or galleries other landscape photographers are using.
3. Engage with Your Audience in a Genuine Way
Become Part of the Community: Now you've pinpointed where your community might be, spend time commenting on, sharing, and appreciating other photographers’ work in your niche. This helps you become visible to those who appreciate similar styles. Interact, don't just watch.
Ask for Feedback: Share your work in photography communities and invite constructive feedback. It not only helps you get noticed but gives insights into what resonates most with viewers.
Post Consistently and Engage: Regular posting and engagement build a loyal audience who knows your style and looks forward to your content.
Analyze Engagement to Find Patterns: Take note of what’s resonating and where. Lean into what works and adjust your approach accordingly.
4. Build Your Brand Identity to Attract Your Audience
Craft a Consistent Visual Identity: I believe in ensuring your work reflects a consistent mood or style, so your audience knows what to expect. This builds trust and attracts like-minded individuals. But this only works if you believe in it and are truly happy with this style, voice and cohesiveness. You'll box yourself in otherwise. Nothing is worth losing your passion for what you create, not even chasing an audience.
Tell Your Story: Share the ‘why’ behind your photos. So important these days we go above and beyond just sharing images. People connect with stories as much as with visuals, so use captions, blog posts, or behind-the-scenes moments to share your creative motivations.
Offer Value Beyond Photos: Think about ways to add value—such as insights on your creative process or stories behind your photos. People appreciate learning something new or connecting with the deeper meaning behind a piece. Or start a newsletter.....wink wink.....
Remember to circle back to the beginning and treat this like a loop, constantly refining things based not on what only works, but what you feel you are comfortable with and where you belong in the photography world. It's a massive arena, so much bigger than you think, and there is plenty to go around...
Finding your audience can take time, and it’s an ongoing process of refinement. I’ve seen the difference myself; the moments when I connect with people who truly value my work are worth the search. It’s a game-changer to know you’re sharing your art with those who appreciate it for what it is, rather than constantly feeling like you’re chasing approval.
If you're ready to connect with a community that values your work like mine, then join my waitlist for my upcoming photography course released in just a few weeks, designed to help photographers master their craft while learning to stand firm in their worth.
Happy Shooting,
Happy Shooting,
