If you read my last article on photography social media questions, you know I have a TON of questions I want to answer. Last week, I addressed getting started on social media, and specifically, Instagram for photographers. This week, I want to talk more about Instagram hashtags, algorithm workarounds, and what “Instagram reach” means…

1. Do too many hashtags hurt your post? What is the ideal number of hashtags per post? Should my hashtags be targeted toward what my ideal client would be using/searching?

The age-old question about hashtags on Instagram is a complicated one. Complicated because it KEEPS CHANGING! Just search “how many hashtags on Instagram” on Google, and there will be at least 10 different answers. 

A year ago, the team at Instagram said that you should use all 30 hashtags (the amount you are allowed to add before they don’t link anymore)—and yes, you could use them in the first comment, and that was okay. Now we're hearing from people at Instagram that five to ten hashtags are the new “sweet spot.”

We're all trying to figure this out, and as soon as we think we know something, Instagram goes and changes it. 

So, as of right now, try to use a mix of generic, specific, and regional hashtags. And don't use too many of them. Think of hashtags as the search query of Instagram—what do you want people to think of when they see your page?

When it comes to hashtags, you want to mix it up with some semi-generic and some specific ones. For example, the hashtag #photographer is basically useless. No one is searching for that, and only the people with thousands of followers or likes appear at the top of that page. It's pointless for the majority of photographers to use this search term. 

Also, do you really think you will get a new client based on a generic search term? (Hint: Probably not.)

When coming up with hashtags, look at regional and local ones or dive deep into your niche. Do a search for something like #documentaryphotographer, or look at like-minded brands in your niche, see what type of content is getting engagement, and check out their hashtags. Test them out for yourself (it’s okay to copy!). 

Look at hashtags that have more than one word. Those are search terms that fewer people are using, and you’re less likely to get lost in the shuffle. 

Save a few sets of hashtags on a notes folder on your phone, or use a hashtag saving tool like Planoly (which is one of my favorite Instagram scheduling tools). 

2. Instagram reach: Mine has gone down so much it hardly feels worth posting anymore—at least not for marketing purposes. I have a decent following but have seen reach drastically decline.

Unfortunately, you are in the same boat as everybody else. A lot of people go straight to blaming the changes of the Instagram algorithm for why they're not getting as much reach. But that's simply not true. What the Instagram algorithm does is allow you to be seen by the people who want to engage with your content, and not only by the people who are on the app at the same time that you share something.

The Instagram algorithm works so that the more you connect with someone on Instagram, the more you see their content, both on the feed and in the stories. And, I just want to remind you that that's a good thing! Right now, there is so much crap out there. 

You as a small business owner in photography are competing with cat videos and politics and whatever the latest celebrity gossip is. It's overwhelming for most people, so Facebook changed up the rules of the algorithm. 

When it comes to reach and engagement on Instagram, I want you to change your mindset about what Instagram can do. It isn't even about the reach that your content gets right off the bat. I want you to think about how Instagram can also be a portfolio for your work, a place for potential customers to get to know and trust you.

Think about a hotel's Instagram page. For me, I'm not going to follow a hotel just because I'm going to stay with them on my next vacation in Hawaii. What I will do, however, is look at their Instagram page while researching hotels to see what type of content they're posting. This will tell me if the location matches the type of place I’d like to stay. 

Your customers are probably doing the same when looking for a photographer. They might not engage with you, but they will look at your content. 

If you look at Instagram as a way to showcase your work instead of a place to get likes, then you can remind yourself that it is worth it to share content on these pages. Your potential customers are searching for and looking at your page.

Yes, engagement is important, and we will definitely talk more about that soon, but it’s not the only thing that matters on Instagram. 

3. How do you use social media for marketing without going down the rabbit hole of using it for self-validation by the number of likes on the pretense of “doing marketing”? How do you not end up stalking people by engaging with them, or hanging out on SM for countless hours unproductive? I guess what I mean to ask is, is there a recipe to use SM purely for marketing without falling for its highly addictive and therefore counterproductive nature?!

I have fallen into this trap more times than I can count. It sucks your energy. I work in social media and I get exhausted by it all. 

So it's not just you. 

Something that I do is ensure I’m really mindful of when I am on social media now. I used to look at it at the dinner table, but I have made a point that at 5 pm, I'm going to put my phone away and spend time with my family. Maybe I'll look at social media after my kid goes to sleep around 8 pm, but that evening is for decompressing and family time. If you make social media a tameless habit, it'll take over.

If you're doing social media marketing for your business, make it a point to go on Instagram or Facebook twice a day (once in the morning and once in the afternoon). My recommendation is to ALWAYS use a kitchen timer (I am a big fan of this one from Amazon, and it’s only $6.00). There's something subconscious that clicks in your brain when you have a physical timer and you set it for 15 minutes. You can’t ignore the alarm at the end like you can if you set a timer on your phone. Spend that 15 minutes engaging with the people who matter to you, and if you do end up going down a rabbit hole, at least you haven't wasted an hour. Be purposeful of what your plan is when you engage with people on Instagram.

Spend that 15 minutes answering questions from people on your own content or in your DMs, and then spend any extra time looking through the people that you follow, leaving comments on their pages or on those of like-minded businesses.

Also, going back to former clients and leaving a comment on their latest photo could make their day.

By being purposeful, you won't have extra time to go down the rabbit hole. And, as a bonus, the more you engage with your community on Instagram, the better your reach becomes (see the previous question for more). 

4. Most people say that "you have to post every day, engage with others, etc., etc.," but where is the 80/20 rule with social media? The sweet spot where you get the maximum benefit with the minimum wasted time and mental health destruction? Is it important to have "fun” and make personal posts mixed with biz posts? Ratio?

The 80-20 rule in social media really comes down to content creation. It says that 80% of your content should be light-hearted, fun, inspirational, and educational, and 20% should be promotions and calls to action to purchase something. 

There really isn’t a hard and fast rule, however, when it comes to social media and maximum benefit. If you're only doing promotional stuff, people will tune you out. Social media is not an overt billboard. If you only post “fun” content, then your brand may not benefit as much as you’d like. 

People come onto social media to be “social,” to see what their friends are doing, and maybe to learn more about something they're interested in. They don't want to always be marketed to.

That's what Facebook and Instagram ads are for. You can create those digital ads and share all day long, as long as your content is that ~80% of non-promotional stuff.

It is important to have fun with your social media account. If you're not enjoying the content you put out, neither are your potential customers. They choose a photographer based on if they like and trust them (both as a person and as a provider of a service, for which your pictures and style matters, too).

If you think about the Instagram feed as your portfolio, then where you can truly shine is in your descriptions and on Instagram stories by being personal. By putting yourself out there, whether it's at trade shows, networking events, or online, you allow customers to get to know you a little bit better.

It is important to share the “behind the scenes” of your own life, but always remember WHY you share it. You don’t have to share a million pictures or videos of yourself looking goofy just because Jenna Kutcher does it. You don't have to take people through your entire day. Share what makes sense for your brand, your style, and the type of customers you have. 

Take a look at what content gets the most engagement and comments; look at your Instagram insights. You may see some trends. 

At the end of the day, getting likes on something is fine, but knowing why people like that content is far more useful.

You don’t have to share content to your feed every day—in fact, a few times a week is okay. Try adding to your Instagram stories more, and definitely spend a good portion of your time engaging with people on your own content (and theirs). That is where the beauty of social media lies: in the relationships you build. That’s the sweet spot!