Why Social Media Has Never Been the Backbone of My Business

I’m going to say something that might sound a little heretical in the photography world.

I’ve never built my business on social media.

I don’t sit down to write Facebook or Instagram posts thinking, “This is the one that’s going to book a client.”

In the age of doom scrolling, most people aren’t making thoughtful, high-investment decisions while half-watching reels and half-answering texts.

They’re not shopping for art.

They’re killing time.

And look—people use social media in all kinds of wonderful ways.

Some businesses write polished, ad-like posts.

Some share personal stories and behind-the-scenes moments.

Some teach, explain, and genuinely pour out valuable knowledge.

All of that has its place. Truly.

But I think we sometimes confuse activity with effectiveness.

If someone genuinely wants a fine art portrait—especially something highly stylized and painterly—they don’t scroll randomly and hope for the best. They search with intention. They look closely. They compare. They linger on images that feel emotionally and visually aligned with what they want.

That’s usually when they find me.

In my experience, social media is more of a conversation than a client pipeline. It’s a space where creatives often talk to one another, build familiarity, and stay visible. None of that is bad. But visibility doesn’t automatically equal bookings. A strong website does. 

Personally, I’d rather spend my time creating work that stands on its own—work that can be found through search, shared organically, and recognized without needing constant explanation or performance.

For me, social media is a window, not the foundation.

And if I’m being honest?

If you’re relying on it as your primary source of clients, you may be working very hard in a place that isn’t designed to pay you back in proportion to your effort.

That’s not judgment.

That’s just pattern recognition.