EP 85 - Booked and Unbothered: Joshua Huggett on Building a Brand by Being Yourself
In today’s episode, I’m joined by the wildly creative and completely unfiltered Joshua Huggett — a wedding photographer who’s carved out a thriving business by doing the exact opposite of what most people think they should do. We talk about showing up as yourself, why he intentionally keeps his Instagram following small, and how ditching second shooters actually made his work better.
Who is Joshua:
Joshua Huggett is a wedding photographer from Adelaide, South Australia who specialises in making everyone feel comfortable in front of the camera.
Here’s a peek into our conversation — full of hot takes, a lot of laughs, and some solid reminders that being yourself really is the best marketing strategy.
“Is being yourself really that important in this industry?”
In short: yes. Joshua said it best — “Being 100% yourself, regardless of who you are, is what will attract couples.” And when you look at his work and presence online, that tracks. He doesn’t try to fit the mold of a ‘refined’ or ‘quiet luxury’ wedding photographer. He’s loud, creative, and wild in the best way — and couples love him for it.
“How did you end up in weddings?”
This part cracked me up — Joshua never planned to be a wedding photographer. In fact, he said, “There wasn't a single part of my body that wanted to be a wedding photographer at all.” But one laid-back wedding changed everything. That shift opened the door to a style of storytelling he hadn’t considered before — and now, it’s his whole thing. His goal? Make people feel good. Not just look good.
“Does having a big Instagram following actually help?”
Okay, this is where things get interesting. While most photographers are trying to hit that 10K swipe-up dream, Joshua kept his following at 3,500 on purpose. “It does the opposite,” he said, talking about how large followings can make potential clients assume you’re out of reach or too expensive. By staying accessible, he created a space where clients felt like they could reach out — and they did.
“You really shoot solo? No second shooter?”
Yep. And he owns it. Joshua said he often gets side-eyes, especially from photographers in the U.S., when he mentions shooting weddings solo. But for him, it works. “We don’t bring extra people 'cause it adds extra stress,” he said. It’s all about keeping things simple, present, and focused on the couple.
“How do you use social media without letting it run the show?”
Joshua’s been creating content since the Tumblr days, and he’s no stranger to showing up online. But what sets him apart is how he does it. He doesn’t chase trends or followers — he just shares real moments, hilarious behind-the-scenes clips, and honest takes. That authenticity helped him grow by 10K in a single month when he did decide to lean in more — but it never changed how he shows up.
Final Thoughts
Talking with Joshua was a breath of fresh air. He’s proof that you don’t have to change who you are to succeed in this industry — in fact, the more you you are, the better. Whether you’re loud, soft-spoken, experimental, or traditional, there's space for you in this work. And I hope this chat reminded you of that.
Stay tuned for more honest convos with creative folks doing things their way.
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Connect with Josh:
Website: joshuahuggettmedia.com
Instagram / TikTok / Youtube: @ImJoshHuggett
Get info on his upcoming educational workshop: HERE
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