Is it true that 64% of couples announce their engagement on social media within a few hours? Saying social media revolutionized the wedding industry is an understatement. Planning a wedding used to involve the phone book, word-of-mouth, and wedding planners. Today, it’s all about Google searches, Pinterest boards, and Instagram discoveries. Social media has become the ultimate tool for couples planning their big day.

“Couples practically live on their phones, constantly using apps and browsing online. This impacts how they approach everything from projects and research to tasks, communication, and even transactions,” shares the Knot. “While planning a wedding is far more complex than buying a necklace on Etsy or ordering a ride to the airport, the digital world is transforming behaviors, and the wedding industry is right in the middle of it.” As someone planning my own wedding this August, I can personally attest to Instagram’s significant influence, particularly when it comes to wedding photographers. This post explores how wedding photographers can leverage Instagram ads to build their brand and attract new clients. But before that…

Why Instagram?

recode reveals that the typical Instagram user spends 53 minutes daily on the platform. My guess? Brides-to-be spend even more time there! To confirm my theory, I spoke to my own wedding photographer, the incredibly talented Lindsay Murphy. She specializes in capturing intimate, joyful, and emotional love stories through her wedding and portrait photography. Lindsay shared, “Roughly 60% of my wedding inquiries originate from Instagram. As a photographer who prioritizes visual storytelling, Instagram is invaluable! It has also been crucial for networking with other wedding professionals.”

Instagram advertising is clearly a powerful tool for your industry! Whether you’re new to Instagram or a seasoned wedding photographer wanting to elevate your strategy, you’re in the right place. Here are eight highly effective tips to craft beautiful and impactful Instagram ads for wedding photographers.

1. Maintain Consistency

Consciously or not, every wedding photographer has a distinct style and brand. For Lindsay, it’s about capturing candid, coastal moments that highlight the emotional depth of a couple’s love story. For another photographer, it might be showcasing the joy and playfulness of a relationship through the lens of Southern charm. The key is to not only identify your unique brand but to fully embrace it. This means aligning every single Instagram advertisement with your brand’s style and tone. Lindsay emphasizes, “I aim for consistency – not just in my posting schedule but also in reflecting my brand. Maintaining a cohesive look and feel across your feed and stories is essential.” How can you achieve consistency in your ads? Here are a few pointers:

• Apply the same filters or editing techniques to create a unified aesthetic with consistent lighting and colors.
• Stick to a regular posting schedule to avoid erratic peaks or gaps.
• Maintain a consistent tone and style in your copy.
• Post around the same time(s) as much as possible.

2. Align Campaign Goals with the Right Objectives

When setting up your Instagram ad campaign, you’ll come across various objectives to choose from. Take the time to consider your goals instead of picking one randomly. For instance, if you’re launching a new wedding photography business in a new city, a brand awareness campaign might be your focus. Conversely, if you’re established but aiming to expand your clientele, a conversion or lead generation campaign might be more suitable. Choosing the right objective is crucial because each comes with specific features and capabilities. Don’t hesitate to have multiple objectives, but separate them into distinct ad campaigns to leverage their unique features and allocate budgets effectively.

3. Focus on Location: Targeting, Tagging, and Hashtagging

Location is paramount for every wedding photographer. While many are open to traveling, you likely have a preferred region or territory. Sticking to specific locations also aligns with our first tip: consistency. For Lindsay, it’s New England. For you, it could be downtown Seattle or the broader Pacific Northwest. Wherever it is, utilize all of Instagram’s location-based features. This includes location targeting within your ad campaign. When fine-tuning your audience in Ads Manager, you can set specific locations using zip codes, cities, states, or regions. Ensure your targeting is focused to avoid an overly broad audience.

Beyond ad campaign targeting, geo-tag your posts and use location-specific hashtags. Lindsay points out, “I consistently tag my photos with my target market in and around New England.” As you can see in her post below, she also incorporates descriptive location hashtags like #newenglandwedding, #jamaicapondengagement, #portlandweddingphotographer. This strategic use of hashtags makes it easier for engaged couples to discover her.

Hey, that’s me!

4. Target the Newly Engaged

Speaking of targeting, you’ll find numerous categories to choose from when defining your Instagram ad audience. This can be both advantageous and challenging. Being too specific might limit your reach, but a lack of focus could result in irrelevant impressions from people not seeking a wedding photographer. One powerful strategy is targeting engaged couples. Navigate to Audience > Demographics > Relationship > Relationship Status > Engaged.

To refine further and target couples less likely to have booked a photographer, explore the Demographics > Life Events section.

For laser focus, layer in targeting for users interested in weddings. (As a bride-to-be, I can confirm that my online activity reflects this!). Find this option under Interests > Family and relationships > Weddings.

These specific audience filters ensure your ads reach the right people—engaged couples actively searching for wedding photographers—instead of uninterested individuals less likely to convert.

5. Tag Vendors Aligned with Your Target Audience

My mother often laments how weddings have evolved into an industry, unlike when she got married. She’s right! However, this isn’t necessarily bad, especially for those promoting wedding photography businesses. Today, couples devour bridal magazines and follow accounts like The Knot and Wedding Wire on Instagram for inspiration. Tagging popular wedding industry businesses can help new brides discover you and open doors to collaborations with other vendors, significantly expanding your customer base. “Tagging fellow vendors, blogs, and even clients in your photos is crucial for reaching a wider audience,” advises Lindsay. Take this example from a Detroit-based wedding photographer. She consistently tags relevant vendors like Louboutin World, Hey Bride, Brideside, or Wedding Day Magazine in her Instagram posts. It’s a simple yet effective strategy to grow your audience organically.

6. Leverage Instagram’s Carousel Ad Format

While single-image ads might come to mind first, Instagram offers a variety of formats: videos, Stories, and carousel ads. The last one is incredibly powerful for wedding photographers. Carousel ads let you create a magazine-style experience, allowing viewers to scroll through multiple images showcasing your work’s breadth. Consider this example from Mata Photo. Instead of featuring just one photo from a Bali wedding, the photographer used a seven-image carousel to highlight different angles, black and white vs. color, and various aspects of the celebration. This format is perfect for showcasing your range and style.

7. Don’t Underestimate Instagram Stories

The Snapchat-inspired Instagram Stories has surged in popularity. Internal Instagram data reveals that over 500 million users engage with Stories daily as of January 2019. Stories provide a less formal platform for interaction. Unlike permanent feed posts, they disappear after 24 hours unless saved to your “Story Highlights.” Use Stories to share snippets of recent weddings, behind-the-scenes glimpses, or even Q&A sessions to humanize your brand. These can captivate leads and forge a personal connection. “I’ve found that consistently posting stories and sharing more ‘behind-the-scenes’ content keeps people engaged,” says Lindsay. To extend your reach, you can even pay to promote your Instagram Stories!

8. Align Your Budget with Seasonal Trends

Wedding photographers understand that their work is often seasonal. A New England photographer like Lindsay is much busier in the summer than during snowy winters. However, it’s crucial to consider the timing of the wedding planning process. When do couples typically begin searching for their photographer? This varies by region, but understanding this can help you allocate your budget effectively based on peak booking seasons. Equally important is considering when your audience is most active on Instagram. They might be less likely to engage during work hours (9:00 AM - 11:30 AM, 1:00 PM - 5:00 PM) but more available during lunch breaks, evenings, and weekends. Analyze your website traffic and social media engagement to pinpoint peak research times. This allows you to schedule your ads strategically, maximizing visibility when it matters most.

Simplify the Photographer Search with Instagram Ads

Planning a wedding is challenging enough without the added stress of finding the perfect photographer. Make it easier for couples by implementing these highly effective strategies to broaden your reach through Instagram advertising. You’ll soon be capturing those cherished wedding memories that couples will treasure forever.