The landscape of social media has shifted beneath our feet. For years, we perfected the art of the static grid—curating our nine-square layouts, obsessing over colour grading, and treating Instagram like a digital portfolio. But if you have noticed your engagement dropping or your reach stagnating, you are not alone.

The truth is, the platform has evolved. It is no longer just a photo-sharing app; it is a video-first entertainment engine.

As a photography business mentor who has guided countless creatives through industry shifts, I understand the hesitation. You are a photographer, not a videographer. You capture frozen moments, not moving ones. However, refusing to adapt to Instagram Reels is akin to refusing to build a website in the early 2000s. It is the single most effective tool available today for reaching people who do not know you exist yet.

In this guide, we will dismantle the fear surrounding video content. We will explore exactly how the algorithm promotes your work to strangers and how you can use Reels to fill your booking calendar without compromising your artistic integrity.

What are Instagram Reels (and why do they matter)?

At their core, Instagram Reels are vertical videos (9:16 aspect ratio) that can last up to three minutes, though the sweet spot is often much shorter. Unlike Instagram Stories, which disappear after 24 hours and are primarily shown to your existing followers, Reels live on your profile indefinitely and are designed for discovery.

For photographers, Reels offer a dynamic way to showcase not just the final image, but the artistry, the process, and the person behind the camera. While a static image captures a result, a Reel captures a feeling. It allows you to build a narrative around your brand that a single JPEG simply cannot achieve.

How the algorithm finds you new clients

This is the part that often confuses creatives. “Why does my photo get 50 likes from my friends, but a random video gets 2,000 views from strangers?”

The answer lies in how Instagram distributes content.

The Recommendation Engine

When you post a photo, it is primarily served to your “Follower Graph”—the people who have already chosen to subscribe to your feed.

When you post a Reel, Instagram treats it differently. It serves the content to a “Content Graph.” The algorithm shows your Reel to a small group of non-followers who have interacted with similar content. If that small group watches the video through, likes it, or shares it, the algorithm signals that this content is valuable and pushes it to a larger group. This ripple effect is how viral growth happens.

Key Ranking Signals

As your photography mentor, I want you to focus on these specific signals that the algorithm loves:

  • Watch Time: Do people watch until the end?
  • Re-watches: Is the content looped?
  • Shares: Is it relatable enough to send to a friend?
  • Audio: Are you using trending audio or original, clear voiceovers?

Recently, Instagram introduced “Trial Reels,” a feature allowing creators to test content specifically with non-followers before showing it to their main grid. This proves that the platform wants to help you find new audiences—you just need to provide the content.

The benefits for your photography business

Integrating video isn’t just about chasing likes; it is about business growth. Here is why I encourage every mentee to embrace this format:

1. Showcasing the experience

Clients aren’t just buying photos; they are buying the experience of working with you. Reels allow you to show how you direct a nervous couple, how you handle a chaotic wedding floor, or how meticulous you are with product lighting. This builds trust before they even enquire.

2. Personality breeds connection

People buy from people. A Reel where you speak to the camera, share a funny behind-the-scenes moment, or explain your philosophy helps potential clients feel like they know you. Connection converts better than perfection.

3. rapid feedback loop

Reels allow you to test what resonates. You might find that your audience loves your educational tips more than your finished edits. This data is invaluable for steering your marketing strategy.

Tips for creating engaging Reels

You do not need to dance or point at text bubbles to be successful. As a photographer mentor, I advise sticking to content that aligns with your brand voice.

Content ideas for photographers

  • The Before & After: Show the raw file (or the unposed setup) and transition to the final edited masterpiece.
  • A Day in the Life: Take viewers through a shoot day, from packing gear to the post-shoot coffee.
  • Educational Tips: “3 tips for better outfits at your family session.” This positions you as an expert.
  • The ‘Why’: Voiceover a slideshow of your work explaining why you love capturing specific moments.

Best practices

  • The 3-Second Hook: You must grab attention immediately. Start with movement or a compelling headline on the screen.
  • Vertical is Non-Negotiable: Ensure you are filming in 9:16. Do not just post a horizontal video with black bars; it looks unprofessional and performs poorly.
  • Use Trending Audio: Keep an ear out for sounds that are popular. Using them can give your content a slight algorithmic boost.

Tools and techniques for the non-videographer

You do not need a cinema camera to make Reels. Your smartphone is sufficient.

Editing Apps:
While the native Instagram editor has improved significantly, apps like CapCut or InShot offer more precision for syncing clips to music.

Visual Storytelling:
Think about pacing. If the music is fast, your cuts should be fast. If the mood is romantic and slow, let the clips breathe. As creatives, we understand composition apply those same rules to your video frames.

Case studies: Success from the mentor’s perspective

I have worked with photographers who were terrified of video, only to see it transform their business.

One wedding photographer I mentored began sharing 15-second clips of “What happens during the golden hour” at her weddings. She wasn’t dancing; she was just showing the beautiful, unposed intimacy of her couples. Within three months, her enquiries from “cold” traffic (people who found her via the Explore page) increased by 40%.

Another client, a commercial photographer, started sharing lighting breakdowns. This not only attracted clients who appreciated his technical skill but also opened doors for photography instructor jobs, as brands invited him to speak at workshops.

Monetising your Reels

While the primary goal is booking clients, Reels open other revenue streams.

  • Direct Revenue: Depending on your location, Instagram “Gifts” and “Bonuses” allow you to earn money directly from views and fan support.
  • Brand Partnerships: Camera brands and software companies look for creators with engaged audiences. Consistent Reels can put you on their radar.
  • Selling Education: If you are positioning yourself as a photography mentor or selling presets, Reels are the perfect funnel to drive traffic to your digital products.

Transform your business today

The transition to video can feel daunting, but it is also an opportunity to reinvent how you tell stories. You do not have to master it overnight. Start with one Reel a week. Experiment. Play.

Remember, the goal is not to become an influencer; it is to be a photographer who is visible in a crowded market.

If you are feeling stuck on how to integrate this into your specific niche, or if you are looking for guidance on the business side of things, help is available. As a photography business mentor, I specialise in helping creatives build profitable, sustainable careers using modern marketing systems.

Don’t let the algorithm leave you behind. Pick up your phone, hit record, and let the world see your art.