How TikTok Changed My Photography Business

Even after doing social media marketing for countless businesses since 2020, I never really thought too much about intentionally marketing my own photography. I was posting photos from my shoots on Instagram, but there wasn't really a marketing plan behind it. I would share photos I loved, post here and there and then move on. I wasn't really thinking about how I could use social media to reach the right people for the photography side of my business.

In November of last year, that started to change. I began making posts on TikTok about my photoshoots in South Florida and sharing more of what goes into owning a photography business in Delray Beach, Florida. The opportunities this has opened up have been amazing and honestly, life changing.

Before I started posting more about photography, I was mainly making posts about local finds and creating a variety of UGC style content for businesses and brands I love. I still love making this style of content, but I really wanted to lean more into growing the photography side of my business "out in the wild," as I have called it. My goal was to bring in more bookings that aligned with the direction I saw my business going and to hold the pen in the storyline I was creating for Leave it to Lia.

Having a background in marketing, I set out with specific goals in mind and a marketing strategy. Keep my authenticity, share the truth behind owning this style of business and truly showcase who I am as the business owner and photographer.

Creating trust with anyone finding my videos is key to successfully marketing yourself. The best way I have found to do this is to be authentic and let people really get to know me, in a structured way, of course.

I started taking content around town. Walking, talking, sharing photos and the spots where I took them. I shared stories from different shoots and more of what goes on behind the scenes.

I had faith that by putting my work out there and essentially becoming my business's mascot, I would reach the right people.

Oddly enough, as the algorithm usually goes, a few videos that I didn't even picture doing well really took off. Before I knew it, my inbox was flooded with new potential clients.

I started to do more and more of the shoots I love. I got to map out engagements, photograph families, maternity sessions and elopements, plan locations and all around do what I love more frequently.

Like any marketer, you have to continue keeping up with trends, monitoring what is doing well for others and adjusting your content strategy along the way. It's hard not to start scrolling for inspiration and somehow end up watching one too many TikToks in your search for what's working. Self restraint when consuming content is definitely still something I work at, even with all of my years of social media marketing. Haha.

So here I am, updating my website to better reflect the direction my business has taken. I still do social media marketing in South Florida for select businesses, but I am heavily focusing on photography. And I couldn't be happier.

I'll be sharing more of what Leave it to Lia is up to on here and documenting all that comes with being your own boss.

I look forward to sharing the behind the scenes, beautiful picturesque photos and marketing strategies I explore along the way.

XOXO

Lia