It’s that time again where business owners everywhere are taking to social media to share their “ins” and “outs” for the year ahead. Let’s take this trend for a spin—photographer-style—and look at what’s IN and what’s OUT for marketing your photography biz in 2025.
In: Connection-based buying | Out: Outdated hard-sell tactics
Every marketer will tell you that the first (and most important) step in crafting a winning marketing strategy is defining exactly who you’re speaking to. And in 2025? It’s absolutely essential to recognize that we’re no longer selling to an uninformed audience. Nope—far from it! Instead, we’re connecting with a sharp, savvy buyer who knows exactly what they want and won’t settle for anything less.
To quote Jen Olmstead, Master marketer and CEO of Tonic Site Shop: “Today’s consumer has been to therapy.” Translation? They can sniff out hard-sell tactics from a mile away, and—*spoiler alert*—they’re not interested.
So, what are they really after? The short answer: a little brand therapy. The longer answer? Meaningful connections, crystal-clear transparency, and brands that align with their core values. For photographers, this means showcasing not just your portfolio, but putting your values, personality, and a deeply personalized experience front and center in your marketing, helping potential clients feel like they truly know the person behind the lens.
Get clients. Get paid. Get happy.
Now, I bet you’re thinking that all of this sounds fantastic, but how do you actually translate this new consumer behavior into your marketing? Glad you asked! It starts with tailoring every piece of your messaging to make potential clients feel seen, heard, and understood—creating those coveted “get out of my head” moments, as copywriting queen Ashlyn Carter so brilliantly puts it. Here are some ideas to weave into your content and messaging:
- Pulling people into your “why” by sharing what drives the purpose and mission behind your work and artistry.
- Getting transparent about your unique passions and what’s close to your heart, and highlighting how they connect to you and your audience.
- Sharing behind-the-scenes content to bring potential clients into your process and give them a feel for what it’s like to work with you.
- Being equally clear about what you don’t stand for—not shying away from industry-related hot takes and sharing your unique expertise as a photographer.
The bottom line? If we’re aiming to build lasting relationships and drive sales, we must become borderline obsessed with understanding our audience’s core motivations, dreams, and desires.
Going all (in) on personal branding | Out: Hiding behind your brand
Gone are the days when personal branding was just a “nice-to-have.” For photographers in 2025, a well-defined brand rooted in your personality and unique expertise isn’t just a bonus—it’s the decisive factor between standing out as a potential client’s #1 choice or drowning in a sea of others offering similar services.
To piggyback off the consumer trend of connection-based buying, it’s worth noting that nearly 7 in 10 consumers say they’re more likely to buy from brands that reflect their personal values. Potential clients are far more drawn to business owners who take a clear stance on their values and interests—so be intentional about weaving these into your messaging and marketing.
- Obsessed with your Maltese, Coco? Snap a selfie with your furry friend and share how they keep you company during marathon editing sessions—it’s an irresistible brand moment waiting to happen!
- Have a spicy take on an industry trend? Don’t be shy! Sharing your perspective shows conviction, establishes expertise, and keeps your messaging anything but vanilla.
- Let your daily life inspire brand moments: Most times, it’s the little things we overlook—the morning coffee ritual, our go-to playlist, or the behind-the-scenes madness of a shoot—that helps clients connect to and remember you!
This bid for connection also means that faceless brands with no clear-cut personality or value system woven into their messaging will be drowned out by the noisy digital world of endless options. As much as possible, take the time to look your clients in the eye (well, technically through your phone camera!) and genuinely connect with them.
Tools like Instagram Stories make it easy to build trust and foster relationships simply by showing up regularly. Because what potential leads and current clients truly crave isn’t just beautiful photos—it’s a human experience and authentic connection. So, here’s your sign: grab your phone, don’t overthink it, and just hit record!
In: AI-Powered Marketing Tools | Out: Labor-intensive methods
While personal branding is all about showcasing your values, personality, and unique expertise to foster connections with clients, let’s not forget the power of tools that can help you make it happen more effectively! Enter AI, the ever-evolving force revolutionizing the creative economy and reshaping how we approach marketing in 2025.
From ideating Insta-captions and blog posts to streamlining editing workflows and even analyzing client behaviors for smarter campaigns, AI has become the ultimate sidekick for photographers. So, to work smarter instead of harder, be sure to lean into these resrouces—not as a replacement for your creative genius, but as a way to amplify your speed and multiply your productivity!
As photographers, time is our most valuable resource, and leveraging AI-powered tools can be a total game-changer for setting marketing systems and automations in place, freeing you to focus more on the creative and personal aspects of your business. Ready to level up your productivity game? Here’s a handful of tools to get you started!
- ChatGPT: Brainstorm and craft captions, emails, or blog posts in seconds, earning you more time to refine your craft.
- Otter.AI: Automate transcription tasks for meetings or interviews, ensuring no important details slip through the cracks.
- Imagen AI: Speed up editing by using AI to learn your unique style and apply it consistently across galleries.
- Canva’s Magic Write: Generate polished, on-brand captions or marketing copy to keep your messaging cohesive and on-point.
- Metricool or HubSpot: Schedule posts, track analytics, and fine-tune your marketing strategies based on performance insights.
The key takeaway? AI isn’t here to replace you—it’s here to empower you! By embracing these trusty tools, you’ll spend less time bogged down in tedious, manual tasks (‘cause who enjoys that?!) and more time doing what you love most: creating, connecting, and growing your business!
It’s a wrap!
So, there you have it! Marketing success isn’t just a matter of chasing every emerging trend—it’s about focusing on what’s *always* been IN: connecting with your audience on a human level, turning up the volume on your unique brand, and working smarter by leveraging tools like AI.
Leave OUT hard-sell tactics and faceless branding, and instead, double down on what makes your brand unmistakably you—because in 2025, authenticity isn’t just a strategy; it’s your superpower.
Build a Beautiful Business.
Beautiful photos by Olivo Film via TwoBrightLights
