EP 92 - Building a Business on Instagram in 2025
Welcome back to another episode of Summer School. I’m about to head out for a travel wedding (and partial family vacation), but before I go, I wanted to sit down and chat about something that’s been a huge part of my business and honestly my life: social media.
It’s played a pretty major role in how I built my career, but it’s also something I’ve had to step back from, rethink, and re-approach with a lot more intention. So this episode is a little reflection on how my relationship with social media has changed, what I’ve learned along the way, and how I’m using it now without letting it run my life.
The Evolution of Social Media in My Business
When I first started out, Instagram was everything. It was how I got bookings, how people found my work, how I connected with other photographers. It gave me so much visibility and momentum early on, and I’m super grateful for that. But when I started shifting toward luxury weddings, I realized posting pretty photos wasn’t going to cut it anymore. I needed in-person relationships, planner connections, and vendor trust. That pivot really changed the way I thought about social altogether.
When It Started to Feel Like... Too Much
There was definitely a season where I let social media dictate way too much. What I posted, when I posted, how I felt about myself and my work - it all started to feel a little performative. Moving to LA and diving into education gave me the space I needed to zoom out. I started asking myself: what actually fuels me? What kind of business do I really want to build? The answer was: something sustainable, creative, and not tied to an algorithm.
Falling Back in Love With It (Kinda)
These days, I’m back online more - but it looks really different than it used to. I share when I want to, not because I feel like I have to. I post simple things I actually enjoy - BTS, real-life stuff, things that make me laugh or feel something. It’s less polished, more personal. And honestly? That feels way better. People are craving real over perfect more than ever, and I’m here for it.
Consistency, But Make It Doable
Something I always say is that consistency is the best way to stay inspired. Kind of like how regularly shooting helps you stay sharp behind the camera, regularly posting (in a way that’s fun and sustainable) helps you stay connected. For me, it’s all about finding a rhythm that doesn’t drain me. That might mean batching some content one week, or just filming a reel on the go. Whatever works.
Lessons I’ve Learned the Hard Way
I also want to be honest - sharing your life online has its trade-offs. During my pregnancy, I shared a lot more personal updates than work stuff, and I definitely saw a dip in inquiries. I don’t regret being open, but it was a reminder that people book based on what you show them. If you want more weddings, you’ve gotta show more weddings. It’s not personal - it’s just how people make decisions.
Wrapping It Up
So if you’re in a weird spot with social media right now - overwhelmed, burnt out, unsure how to show up - just know I’ve been there. My best advice? Make it work for you, not the other way around. Let it be fun again. Let it be honest. Let it be something that supports your business, not something that drains you.
And if you want more guidance on all of this, we talk about it a lot inside Summer School. It’s a safe space to experiment, get feedback, and find a rhythm that actually fits your life.
See you in the next episode 💛
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