Marketing for (UK) Wedding Photographers

Estimated reading time: 20 minutes

Last Updated 21/08/25

Introduction

I’ve been a wedding photographer in the UK for over twelve years now and during this time I have seen the industry go through many changes. It’s fair to say that 2025 has been challenging for the wedding industry as a whole. I am convinced this is due to a perfect storm of things which have all collided to make the market incredibly challenging. I cover a lot of the reasons why on my Podcast so if you are interested in hearing more about the wedding photography industry and you love actionable tips with no waffle then do check out my podcast. The link is below but you’ll also find it on Apple Podcast, Spotify and whereever else you might get your podcasts from.

Wedding Photography Unveiled

The reason for this post is because over the years I’ve tried most things to do with marketing to help me get more clients. So I thought it would be helpful to share my results with everyone and what I have seen change over the years. What has worked and what has not.

Because when I started out, Facebook groups were just in their infancy and no such thing as Instagram. The place to be seen was still at wedding fairs and paying to advertise on Facebook seemed ridiculous as the reach you got from organic posts was just so amazing. It’s safe to say the landscape has changed!

Before we start, I’d just like to emphasise that I’m mostly talking about my own experiences and where I am not, I will tell you whom I got the idea/opinion from. Every person is different so what might not work for me, may work great for you. And vice versa. There’s really more than one way to skin a cat. So don’t come for me just because I said something didn’t work but you get 1000 enquires a month from it.

With that caveat out, let’s begin. And in no particular order let’s start with…

SEO – Ie. Ranking on Google (Organically)

When I first decided to invest time & effort into SEO (aka Search Engine Optimisation) it was like finding a cheat code. Ten years ago, I sprinkled some keywords around my site, added alt text and within a couple of months I was number one for both ‘Derby Wedding Photographer’ and ‘Nottingham Wedding Photographer’ Ahhh, those were the glory days and at its peak half my enquiries came through Google.

But things change and the competitiveness of the wedding photography industry meant other photographers learnt the tricks. Some even started selling their knowledge. Google also changed as SEO was a constant cat & mouse game to rank. The quick wins disappeared. Ranking for multiple cities on a single page became impossible. Today even if you do manage to climb to number one for “wedding photographer (area)” you’re still buried beneath ads and map listings. It is like winning first place in a marathon only to find three others just paid to finish before you.

In fact, the results themselves are not what they once were. At first the search results worked brilliantly for the user. I typed in my search, Google came back with the listings and I clicked on the ones that looked interesting. Sadly, Google has gone through what Cory Doctorow calls “enshitification.” What you get now are the AI overviews, sponsored posts, map listings before you even get to the organic results. So even if you are #1 in the organic listings, you’re actually at least half way down the page, if not more.

As a result, less people are using Google and even ranking first is no longer that effective in generating enquiries. My own experience matches this. Even with several page one rankings I have seen enquiries drop sharply, to the point where I don’t bother ranking for the area keyword anymore. Talking with couples and especially younger Gen Z clients confirms it. Many tell me they rarely use Google anymore.

On top of all this, I did a competitor analysis on the top 10 wedding photographers as ranked by Google and the average price was 20% cheaper than I was. And I am already one of the cheaper photographers at the venues I regularly shoot at. So if I did rank, I would appear expensive when I already look cheap in other areas!

So is SEO dead? Not quite, but I think it’s fair to say that it no longer holds the power it once did. Think of it as an ageing boxer. Still dangerous in the ring and able to deliver some heavy blows but certainly not the champion it once was. Which begs the bigger question. If the glory days of SEO are behind us, what is next?

I believe the future is GEO – Generative Engine Optimisation. The way people search is changing. Tools like ChatGPT, Perplexity and AI assistants are increasingly how younger generations find answers. If brides are not even using Google, then perhaps we need to start asking how we can show up in those conversations instead.

Google Ads

It’s no secret that this year has been a tough one in the wedding industry. Enquiries are down across the board and I don’t mind admitting that mine have been noticably lower than in previous years. As a result, I wanted to double my marketing efforts and decided after chatting with podcast guest Alex (a digital advertising specialist – insert link to podcast), to give Google Ads a try. The good thing about Google ads is that people searching that search term have a strong intent to buy. Whereas with other ads like Meta or wedding fairs, you’re often marketing to people who don’t want/need you. For example they may already have a photographer.

I’ll be honest, I knew what Google ads are but didn’t know much about how to create a campaign. There’s no shortage of specialists out there who will happily manage them for you… for a sizable fee. But Google themselves offer free advice/support, so perhaps naively I figured that was the best place to start.

I quickly discovered that this “Google support” is actually delivered by an outsourcing company called Concentrix. I used to work in outsourcing myself and funnily enough, almost ended up working for Concentrix, so I know how these setups work. Essentially they hire people in lower-cost countries and train them to follow scripts and processes. The people I spoke to were polite, efficient and helpful to a point. But it was also clear they’re not genuine Google ads experts and knew nothing about advertising for the wedding industry. Some of the suggested keywords and titles they wanted me to use were laughable. In short they were following a process rather than using their expertise to give me tailored advice.

This made me realise why people like Alex and other paid digital marketing experts exist. They provide the expertise you don’t get from a script-driven service. The catch is of course that you’re paying both your ad spend and their fees, which makes the whole thing even more expensive.

I pumped £300 a month into my campaign which, in Google Ads terms, is very low. Both Google and Alex recommended a budget closer to £1,000 a month! Which they both said was the ideal level needed to see proper results. For me that just wasn’t affordable. I ran my campaign for two months (less than the recommended three months) and built a dedicated landing page, as advised. The result? Plenty of clicks but only one enquiry and I was already booked for that date! Not exactly money well spent, so I decided to pause my campaigns and redirect my budget into Meta ads instead (which I’ll cover later).

So do Google Ads work? I don’t personally know any wedding photographers who’ve had real success with Google Ads, but that doesn’t mean there aren’t any. I’m sure they must do for someone. But bear in mind this is not a low cost option. If you’re starting out then its unlikely you will have the marketing budget to make Google ads work for you. That being said, I know two videographers who each spend more than £1,000 a month and they make it back easily through bookings, so for them it’s clearly worth it.

One thing I do like is the flexibility to target specific keywords and the way Google uses AI to suggest related terms, so you’re not limited to only ranking for “Nottingham Wedding Photographer” for example. The downside is that your ads can also appear for unrelated searches or competitor names. At first glance, showing up when someone searches for “John Smith Wedding Photography” might seem like a win, but realistically that person is looking for John Smith, not just any photographer. Those clicks eat up your budget quickly without bringing in results.

In short, my two-month experiment with Google Ads didn’t pay off. It might work for you, especially if you have the budget to invest heavily and consistently, but for me it wasn’t the right fit.

Hitched

I should start by saying my main experience with Hitched was back in 2022. I also know that Hitched themselves are aware of this blog post and sometimes counter by pointing out that my own use of the platform was a while ago. That is fair but it doesn’t mean anything I’ve said here is untrue. From speaking to other photographers in 2025 the general consensus is much the same. Prices have gone up while the quality of enquiries is still questionable. Yes, there are always a few photographers who say Hitched works for them but I hear far more saying it feels like a waste of money.

Hitched has been around for as long as I can remember. And ownership has changed hands a couple of times over the years. Right now it is now owned by The Knot, a big US company. The Knot has unfortunately suffered some bad press this year with allegations about fake leads and questionable practices. So it is perhaps no surprise that many UK photographers are feeling wary and left wondering if these allegations may affect their UK business too? Frankly I don’t know enough to form an opinion so do your own research.

That aside, the pitch is still the same. Pay for visibility in your chosen region(s) and the more you pay the more coverage you get.

During my year on the platform I got enquiries, plenty of them but almost all were canned messages. Couples could fire off a dozen “enquiries” in seconds without ever seeing my photos or reading a word about me. Replies were rare, genuine conversations rarer still and most of those led with the blunt “How much?”

Using Hitched taught me that generating a lot of low quality enquiries is not a good thing and after a while actually becomes a burden. You’re just wasting time sifting through the sand hoping to strike gold. It wasn’t the way I wanted to work. And not the way I imagine my ideal client would be looking for a wedding photographer. I want couples to get in touch because they love my work, not because they clicked a chatbot that asked them two questions.

In total transparency, over the course of the year I did book seven weddings. Some would call that a good result but when you work out the cost per booking it was by far the most expensive channel I used. Roughly £137 per booking, compared to other routes that deliver at a fraction of that cost. If I was low on bookings I might have stuck with it. After all, it’s better to pay £150 to get £1,500 back than spend nothing, get nothing. But back in 2022/23, enquiries weren’t an issue and I gambled that I could replace the seven bookings I did get from other sources.

A friend of mine even tested the system as a “groom.” He answered two chatbot prompts and instantly suppliers were contacted on his behalf. He hadn’t read a single profile or looked at a single gallery, yet every one of those suppliers have an ‘enquiry’ So that explains why Hitched salespeople can claim to be generating so many enquiries and yet conversion rates are pitifully low. Something which is implied is unique to you and other suppliers aren’t having the same issues.

So would I recommend Hitched? If you are starting out and priced under £1,200, maybe. It can get some traction quickly, as long as you are happy to play the numbers game and accept that most enquiries lead nowhere. And to be clear, I have never claimed I had no success with Hitched. I’ve always been VERY clear that I booked seven weddings in a year. I never said it didn’t work but just that I felt I could have achieved those same bookings without paying a large monthly fee.

Bridebook

Bridebook is another well known “big hitter” in the wedding industry. They make bold claims about how many couples use their platform to plan weddings but it’s unclear where the source of this data has come from. In mid-2022 I decided to give it a proper go. Their reputation seemed stronger than Hitched and the platform itself looked more powerful.

On paper, the features sounded impressive. I could pick a venue to be the “Bridebook recommended” supplier on (not the same as venue recommended), see couples’ venues and budgets and even reach out to two couples a week proactively. It felt more like a more fully featured platform rather than just passively waiting for enquiries to roll in. The cost wasn’t small though. £99+VAT per month for a three-month trial, then £149+VAT thereafter. But compared to a wedding fair with no guarantees, it seemed worth a try. My logic was it’s like paying for 12 wedding fairs.

At first, nothing happened. No enquiries at all. It was early days, I wasn’t worried. Then few and suddenly a flood of them. Sometimes five or six a day. The problem was, none of them ever replied. I began to notice a pattern. Every message was the same canned template, many couples hadn’t even booked a venue and some profiles didn’t even have names filled in. It all felt very fishy.

The explanation eventually came out when someone finally did reply. Basically, Bridebook had built a “style quiz” app where couples thought they were answering fun questions about which photography style they might like. What they didn’t realise was that, at the end their details were automatically sent as “enquiries” to photographers like me. In other words, the couples never actually chose me, never saw my work and in many cases weren’t remotely ready to book. So are these really enquiries? In my opinion they’re not. For me it’s more akin to getting spam into my spam only to be told I have 27 new emails.

I raised the lack of replies with my account manager who confidently told me I should follow up with couples for eight months. Eight months! I admit I got a bit heated with her being told that but I later did apologise for my outburst. At my next meeting, I had a different account manager who did admit that advice was wrong but by that time I was done. Two months in, after countless fruitless messages and zero bookings, I told her I’d be cancelling after my three month period was up. To my surprise she offered to let me cancel straightaway, saying she didn’t want me to stay if it wasn’t working. A gesture I appreciated and took her up on it in writing……..

Unfortunately, that promise wasn’t kept. A few days later my account was debited anyway even though I was told they wouldn’t debit me and my follow-up emails went unanswered.

Over the next few weeks I chased repeatedly, even cc’ing their generic address just to get auto-reply reference numbers for an audit trail. Each time I was just totally ghosted. Eventually, in frustration, I had to threaten small claims court before anyone responded. Eventually my account manager claimed she had been “out of office” and the refund would be processed. Weeks passed, still no money. Just more ghosting. Only after sending a formal letter-before-action did another employee finally confirm the refund, which arrived a week later.

That whole episode soured the experience completely. I can forgive zero bookings, even the “style quiz” gimmick that generated empty enquiries. What I cannot forgive is being ghosted. You judge a company by how it handles problems when things go wrong. By that measure Bridebook failed badly and it felt very intentional to me. While I’d like to think it was just my bad luck and it was just one time when things fell between the cracks, I strongly suspect otherwise.

I even reached out later to invite them onto a podcast discussion about supplier directories. I’m a big believer in hearing both sides. Their sales team passed me to PR, who promptly ghosted me. I also asked around in photographer groups to find someone with a positive experience of Bridebook’s paid listings. I didn’t find a single one. A few people said the free listing was worth having since it occasionally brought in a booking or two. But among photographers who were paying, i didn’t find a single one.

So my verdict? Sadly I cannot recommend them. I entered with high hopes that their platform would work better than Hitched. But it cost more, performed worse and the customer service was abysmal. If you have had a positive experience, I would LOVE to hear from you so I can add a sense of balance to this section.

Facebook Groups

When I first entered the wedding photography market, Facebook groups had just arrived. Back then it was simple throw a few photos together, copy and paste them into every wedding group you could find and hope for the best. Engagement was low, but it was free, so why not? Classic machine-gun strategy.

Today the algorithm is much smarter and posts in wedding groups are more likely to be shown to other photographers than to couples. It’s just not effective anymore.

My advice? If you want to build a sustainable business, don’t rely on Facebook groups as your marketing channel. These days I drop in occasionally to offer advice but as an advertising tool they are ineffective. And for goodness’ sake, if you do post, make sure you’re in the right group. Dropping a wedding photographer ad into a photographer-only group is the quickest way to annoy your peers and signal you don’t care.

There’s a bigger trend here too. From my own research, it seems Facebook simply isn’t where today’s couples are. I’ve had multiple brides on my podcast say they rarely use it. When I asked my daughter and younger sister (both right in my target demographic and my daughter is engaged at the moment so a future bride herself!) their response was the same “Facebook is for old people.” If that’s true, then investing time into Facebook marketing is like advertising in the yellow pages and wondering why you’re not getting any bookings. It’s because nobody is using it.

Just like SEO’s glory days and the lottery of Hitched or Bridebook, Facebook seems to have had its moment. But the crowd has shifted and if we want enquiries tomorrow we need to be where our couples actually are.

Instagram

I don’t consider myself an Instagram guru. Being honest, I hate being in front of the camera and don’t feel my life is interesting enough to turn into endless stories. On a wedding day I can barely keep up with the schedule, let alone dream up content for the ’Gram. It often feels like a never ending time sink and it gives me the ‘ick.

But Instagram is the juggernaught of social media. It’s simply too big to ignore and even if you personally hate it like I do, I can’t afford to ignore it.

That said, just like with Facebook, the days of success coming simply by throwing a few photos and hashtagging the heck out of them are gone. Nowadays there’s simply too many posts competing for attention. You quickly just get lost. Either by the algorithm or just simply by the mindless scrolling we all do.

Nowadays, it seems the only way to get organic succcess is to encourage engagement. Create Reels with vidoeos. Tagging and collaboratios still work though some venues can be very picky with whom the collaborate with and for what reasons.

But like I say, Instagram is too big to ignore. It’s perfectly normal now for brides to check out my Instagram and make decisions based on that. Rather than look carefully at my website. So it’s very important now to treat Instagram like an extension of your website and make it a portfolio page.

Case in point was when my own sister was looking for her wedding photographer, she rejected a few names I sent her because their Instagram photos didn’t match what she saw on their website.

So even if you don’t push hard on Instagram you should still have your best work on there.

If I was starting a wedding photography business in 2026 then Instagram is where I would put a lot of effort into.  I’ve seen some wedding photographer’s make a very successful business in a short time by using Instagram effectively.  Now that may change in the future….but for now, I think Instagram gives you the best bang for your buck. Even more than TikTok. (oooh controversial!)

If you want to get your head around Instagram more (And by god it’s a big subject area) then you might want to check out Adam Lowndes Instagram workshop. He uses Instagram incredibly effectively and has shown outstanding results by being authentic, without resorting to trying to get a million followers.

Meta Ads

I will confess I have never had much success with paid Facebook adverts.  That’s not to say it isn’t a good way of advertising.  I know many wedding photographers who have built very successful businesses from advertising on Facebook but for me the returns were always poor.

As I mentioned above, I eventually understood that my target couples simply don’t use Facebook anymore. Like I said, my daughter put it bluntly: “Dad, Facebook is for old people.” Fair point. Which is why I’ve since stopped using my Facebook business page altogether. I don’t even tick the box to cross post from Instagram. I’ve just put a post up saying I no longer post here anymore and left it.

Instagram ads have been a different story. I have had some enquiries through them, which is more than I can say for Facebook. But if I’m honest, the quality hasn’t been great. Most messages are from people without a date or venue, or they’re just price fishing. The closure rate has been pitifully low. Maybe that’s just the reality of modern ads like panning for gold, you know you’ll spend a lot of time sifting through sand before finding anything worthwhile.

That said, there are positives. Ads on Instagram are easy to set up and control. I can set my own budget, turn them on and off instantly and there’s no long term commitment. Unlike platforms such as Bridebook or Hitched, I’m not locked in. I’ve used Instagram to create the ad rather than through Meta’s business manager tool which I find thoroughly confusing. It does lack some features so I can’t A/B test and once live, I can’t go back and adjust the budget. But I found it easier to use and I can still pause/stop the ad when I want.

In terms of budget, the simple rule is that the more you spend, the better your reach. From experience, I’ve found that being too restrictive with your targeting criteria can actually work against you and reduce your results. Instead, allowing the algorithm to work with a wider audience seem to give me better results. Of course, your mileage may vary. The best advice is to experiment and see.

One important tip: never create ads through the Instagram app on your iPhone. Apple takes a 30% cut of all transactions made through apps downloaded from their App Store and since Instagram can only be downloaded that way, you’d effectively lose 30% of your ad budget. To avoid this, set up your ads via Instagram on a web browser or through Meta Business Manager. Just don’t do it via the app!

Wedding Fairs

When I started out, wedding fairs were the place to be. Getting into an established one was almost impossible and that hasn’t changed. Ironically, the best fairs are the ones you can’t get into! Organisers often have long waiting lists of photographers and one local company who run eight big events, the photographer spots sell out within seconds. With demand far oustripping supply. Even when wedding photographers are by far the biggest group at every fair. Often with 6-7 photographers, not including the videographers who slip in then push photography too!

Spots aren’t cheap either. A table at a popular venue fair can be £200 and at national shows you’re looking at £2,000 or more for a booth with no guarantees of bookings and plenty of competition. Some photographers do very well from them. Personally, I’ve only ever done local venue fairs and open days. On average, I’d get one booking per fair, sometimes two. My best was three and ironically that came from one of the cheapest events. But I’ve also stood through empty fairs and come away with nothing.

One warning though is that not all wedding fairs are equal. Some are very very well attended with people pouring through the door. Others I’ve been too have frankly not been worth it. And we’ve all been sitting there just swatting flies. Literally. Another thing to bear in mind is that photographer spots are the easiest to sell. So if there’s a drop out from a supplier, or the organiser struggled to sell tables then there’s a huge temptation to just sell another photographer spot. So always ask what the maximum numbers of photographers will be and consider if the size of the fair and the number of suppliers would support that. It can be soul destroying to hear couples walk past quietly whispering “Oh look….another photographer….”

One thing I have learned is that networking with other suppliers at these events can be just as valuable as meeting couples. Those relationships often lead to future opportunities. Always spare some time before, after and even during quiet parts of the day to go say hello to every supplier. Even other photographers. Just be friendly and expect nothing in return. If something does pop up great. If it doesn’t, at least you’ve found a way to whittle away some time and hopefully have some nice conversations with nice people.

My personality and brand is all about being laid back, so I’ve never been the type to pounce on every couple who walks by or try to grab email addresses on the spot. I prefer to let people browse, hand out flyers and chat only if they seem genuinely interested. That approach has its pros and cons. I know photographers who thrive at fairs because they’re brilliant at selling without seeming salesy. Unfortunately I’m not one of them. If I am forced to sell, my mind just goes blank and I feel awkward. So if you are thinking about wedding fair’s, my advice would be to carefully consider if being at a wedding fair is something where your personality would work for you, rather than against you.

Another thing I’ve struggled with over the years is making my stand look nice. I’ve tried everything from a simple roller banner and albums to investing in a custom-built desk with lights. Overall I’ve felt less self conscious with a good stand as you can feel massive imposter syndrome when you rock up with a cheap roller banner and your competitors have elaborate stands with fresh flowers and juggling monkeys. Especially since i’m often the most expensive photographer in the room. I feel a silent pressure to have the best stand with the best display. That being said, from a pure logical point of view, changing my stand has made no difference to the number of bookings i’ve taken at fairs. It turns out the biggest factor is me, not my stand.

In my experience, wedding fairs are tough. Standing at a table all day waiting for couples to approach you can be draining. For a social introvert like me, I come home physically and mentally exhausted. Many times I’ve sworn to myself “That’s it, no more fairs for me.” Then a few months later I hear of another and FOMO kicks in and I sign up again.

My advice would be to carefully consider the opportunity cost of the money you spend on wedding fairs. Not just the actual money but the time too. Because each fair you attend is another (usually) Sunday you’re out of the house all day. It’s one more day you’re not spending with your own family but working again. Whereas there is a great argument to be said that instead of spending say £200 on a single wedding fair, just plough that same £200 into ads instead and free up your weekend. But if you have that sort of personality and sales skills then you can still do very well at wedding fairs.

Client Recommendations

It’s often said that the best enquiries come through recommendations from past clients and I completely agree. A referral means your client valued you and your work so much that they’ve passed your name on to friends or family. Sometimes couples have even seen me in action at a wedding and liked the way I worked which led them to enquire for their own day or share my details with others. I love it when I hear “Oh my auntie saw you at a wedding so gave me your details….” I’ve even had “Our friends recommended you but you weren’t available for their day!”

The key difference between recommendations and advertising is trust. With a recommendation you’re not starting from scratch with a ‘cold’ lead, you’re already walking in with credibility borrowed from the person who referred you. That instantly puts you in a stronger position. The lead is warmer than a message via social media or a contact form enquiry from Google. The implication being “Well if my friend says you’re good then you must be because I trust my friend”

Looking at my stats in Light Blue over the past 12 months around 15% of my enquiries came through recommendations which I’m very happy with. Of course the numbers will vary depending on what you generate from other sources.

One thing to bear in mind is that recommendations scale with the number of weddings you shoot. If you only photograph ten weddings a year you have ten couples singing your praises. But if you shoot fifty that’s fifty potential advocates every year. Multiply that over several years and the cumulative effect can be huge.

I love getting recommendations. They’re usually much easier to book and friends and family of past clients often already have a good idea of my pricing which removes one more hurdle in the process.

Supplier / Venue Referrals

As I mentioned earlier I’ve found that networking with other suppliers has helped my business grow massively. Having fellow suppliers sing your praises to couples and photographers pass on referrals they can’t take has been a real game changer for me. Even when they don’t recommend you directly, many times I’ve had brides comment to me “Oh I was talking to my make up artist and she said such great things about you!” That sort of comment helps reassure your customer that they picked the right person and builds trust.

Just like client recommendations the ‘selling’ is already done by the time the couple gets in touch. There’s an added layer of trust because the supplier or venue has lent a bit of their credibility to you.

This shows in my enquiry-to-booking rate too. For referrals I average a 50% closure rate compared to 15% via Google.

Be the person they enjoy working with. A friendly “Hi” on the day goes a long way. Don’t assume that because you’re the photographer you’re somehow more important than the florist or the makeup artist. They have a job to do as well. Share your images with them. After all, you can’t photograph the bouquet if the florist hasn’t created it. You can’t capture bridal prep if the makeup artist isn’t doing her job. You get the idea.

The same applies to venues. One of the most common complaints I’ve heard from coordinators is photographers taking too long. If the couple are due to sit down at 3.30pm make sure you are done by 3.29pm. Saying “I need another 20 minutes” throws everything off. The food the chef has timed to perfection goes cold. The coordinator gets the blame. Do you think they will recommend you? Not a chance.

Another great tip came from a wedding coordinator. One of their biggest pet hates is photographers turning up and immediately asking “Am I getting fed today?” I probably don’t need to explain why that doesn’t go down well. Just don’t do it.

So how do you encourage suppliers to recommend you? The honest answer is simple: be nice and be yourself. It may sound obvious but it makes all the difference. Speak to suppliers and you’ll hear countless stories of wedding photographers treating them badly. Don’t be that photographer. A bad attitude is the fastest way to ensure you never get recommended.

And how do you get venues to recommend you? Honestly it’s not easy. Getting in early when a venue has just opened is a great idea. So perhaps reach out to new venues and offer to do a styled shoot for them. If you can get a few bookings early on and use that as a way to show the staff how awesome you are. That would help. Cold calling/emailing doesn’t work. Who would want to lend their credibility to a photographer they’ve never met before!?!? You need to have worked at a venue a few times before you can realistically broach the subject of being recommended. Just remember, getting on a recommended supplier list is a coveted position for every photographer so demand is high and spots are limited.

Referal Circles (with other wedding photographers)

One of the most effective ways I’ve booked clients over the years is through referrals from other photographers who were already booked. There’s a huge credibility boost because a couple naturally thinks “If their photographer rates this person, they must be good.” That borrowed trust is so powerful.

I often get asked, “How do I get referrals from other photographers?” but that’s the wrong question. It focuses only on what you gain. The right question is, “Why should another photographer want to refer me? What’s in it for them?” and I don’t mean money.

Here’s what I’ve learned about building a genuine referral circle.

The first mistake is relying on giant Facebook groups. Throwing referrals into a pool of hundreds never works. Why would anyone recommend someone they don’t know? Couples don’t want a list with 50 names on.

Instead, make the effort to connect with fellow photographers. Build a small network of people who shoot in a similar style and price range. Approach them with genuine friendship, not just “Hey, got any leads?” People see through that fast. My circle consists of photographers I consider actual friends. We hang out, call each other, grab lunch, even meet each other’s families. Referrals happen naturally because of the trust and respect built through real friendships.

Smaller circles often work better than large groups. In bigger groups there’s always someone who takes without giving back. I don’t expect a perfect 1:1 referral rate, we all have quiet periods. But occasionally you’ll find someone who never contributes. These days I prefer just DM’ing a friend directly to check if they’re available. It’s simple and effective.

That leads me to another tip: always check availability before recommending. Saying, “Try Mike, he’s still free on your date” is far stronger than a vague “Try Mike.” And when you recommend someone, big them up properly. Which one is more likely to get Mike the booking?

• “Sorry I’m not free, try Mike.”
• “Sorry I’m not available but try my good friend Mike. He’s an amazing photographer, someone whose work I admire and such a great guy. I’ve checked and he’s free on your date. Honestly, you’ll love his work.”

Always play fair. Don’t undercut a photographer you know just because you’re aware of their pricing. I know people who have done it to me and I have a LONG memory for shady tactics like that. If a couple mentions they’re also speaking to someone I know, I always big up that photographer rather than trying to bad mouth them. It leaves the couple with a much better impression of me than if I’d criticised my peer. Nobody likes a negative nelly.

Being a wedding photographer can be lonely so having genuine friends in the industry makes the journey easier. You’ll have someone to share the highs and lows with, someone to swap advice with, someone who can step in if you’re ill. Build friendships because they enrich your life, not just as a marketing tactic. Couples and colleagues can spot a fair-weather friend a mile away.

At the end of the day, if you want referrals from other photographers, give them a reason to want to refer you. Be the team player. Remember, a rising tide lifts all boats.

Should I pay?

I know some photographers offer referral fees to other suppliers if they get a booking through them and I can understand the logic. I did consider it myself but decided against it. I want people to recommend me because they genuinely enjoy working with me and value my work, not because they are being paid.

If I think about it from my own perspective, I would only ever recommend someone I trust and whose work I admire. Money would not change that, so I like to believe the same is true the other way around.

The only exception I can see is with wedding planners, since their business model often relies on commission. In that case it makes sense.

Final Thoughts

If you’ve made it this far then congratulations. Marketing is without a doubt the biggest challenges in building a wedding photography business today. The truth is it matters just as much, if not more, than taking beautiful photos. After all, there’s no point being the best wedding photographer nobody has heard of.

I hope my experiences have not only been interesting but have sparked some new ideas for you too.

There is no magic formula and no hidden place where your ideal client is waiting. The industry is saturated yet with the right strategies, persistence and focus it is absolutely possible to succeed.

As micro-businesses we all have limited time and budgets, it’s vital to invest them wisely. Play to your strengths rather than copying, just because a famous photographer sold you their secrets. What worked for them does not mean it will be the right one for you.

For example, if you love meeting people face to face then wedding fairs might be perfect. If you’re analytical and detail-driven then SEO and digital marketing may suit you better. Lean into your strengths rather than chasing someone else’s so-called secret. The reality is there is no secret. The photographers you admire didn’t stumble across a secret formula. They worked hard and built their success step by step. But they can’t package that up and sell a workshop on that can they!

Ultimately, whenever you ask photographers what type of marketing works best, their answer will almost always be the one they put the most effort into themselves.

Building a thriving wedding photography business is not about quick wins. It’s like steering an oil tanker. Every turn is slow but those small steps add into real progress over time.

So keep showing up, keep at it and keep moving forward. Bit by bit, step by step, you will get there. Success isn’t luck, it’s persistence. Ignore the naysayers, stay the course and one day you’ll look back and realise just how far you’ve come.

I hope you found the information above useful and it is helps you figure out which direction you want to focus on. Feel free to email me with any questions and I will do my best to help. Please don’t use my contact form as that is for wedding enquiries only. Much appreciated!

credits to unsplash & pexels for the stock images that were not mine.