How I'd promote a small photography business today

Being good at photography doesn't automatically bring in clients. Someone has to see the work first. Here's what has worked for me, and what I'd focus on if I were starting a studio again today.

Show the making, not just the result

Finished photos are great. But what people really stop for is the process: the set coming together, the drip that took twelve tries, the prop that fell over. Short videos on Instagram and TikTok of how a shot was made do more for me than the final image alone. They show your skill and your personality at the same time.

Make video a habit

Brands need video now, so show that you can make it. Behind-the-scenes clips, quick styling tips, time-lapses of a set build, before-and-afters of a product shot. You don't need a big production. You need to post regularly.

Collaborate with people who fit

Work with creators, small brands, and other creatives whose look matches yours. A joint shoot or a styled collaboration puts your work in front of a new audience who already likes that aesthetic.

Make your website easy to find

Your website is where people decide whether to contact you. Make sure it loads fast, shows your best work first, says clearly what you do and where, and uses the words your clients would actually search for. "Product photographer in Gothenburg" is more useful than "visual alchemist".

Show up in communities

LinkedIn, local creative groups, forums, and school networks. Don't just drop links. Answer questions, share what you know, and be someone people remember kindly. Work tends to follow.

Run a short offer now and then

A limited launch package for new brands, a seasonal offer, or a small thank-you for referrals can bring in new clients and remind old ones you're there. Keep it occasional so it stays special.

Keep in touch by email

A short email every month or two with your newest work and what you're up to keeps you in people's minds. Past clients are often your best future clients.

Go to things

Exhibitions, markets, talks, workshops, and openings. Online events too. Meeting people in person still counts for a lot, especially in a city where everyone seems to know everyone.

Pick two or three, not all eight

You don't need to do all of this at once. Pick the two or three that feel natural to you and do them consistently. That beats doing everything badly for a month and then giving up.