Hey Reader,
Every few weeks, I end up in the same conversation with photographers.
It usually starts with something like:
“Matty, the algorithm doesn’t share my work.”
And then it slowly evolves into:
“I’m going to keep posting my photos and try to grow like that.”
And while that can work (I even have friends who do exactly this), it always makes me think about why photographers get trapped in this loop in the first place.
So this week, I want to break down something that’s been helpful for me.
Let’s dive in.
A Simple Reminder
Your photography is not content. That’s the first thing to get clear.
Your photography is your art.
It’s the images, the prints, the edits, the short films… the moments that didn’t exist until you pressed the shutter.
Content, on the other hand, is different.
Content is a tool, something that helps amplify and build the story around the art.
Things like behind-the-scenes, POV clips, and day-in-the-life vlogs.
Content exists to amplify your photography, not replace it.
The two will always be very different.
And once you see it that way, everything feels lighter.
A Helpful Example
Think about comedians who host podcasts.
For a comedian, their stand-up, jokes, and live sets are their art.
But their podcasts… that’s their content.
Podcasts let them show personality, promote shows, test ideas, stay consistent, and most importantly, connect with their audience.
They’re not posting the same polished joke on Instagram three times a day, hoping it hits.
They’re sharing the world around their art using content.
Writers do this with tweets. Painters do this with time-lapses.
But photography is one of the few places where the 'art' and 'content' use the same medium:
Photos and videos.
That’s where things get messy.
Why Photographers Get Stuck
We get trapped in the online world of social media because the thing we create is the same thing the algorithm feeds on...
So when a post flops, it feels like our work flopped.
And when a reel pops off, it feels like our work is validated.
However, this is a dangerous way to move online, especially as we head into 2026.
And the first step out is being honest about what your goal actually is.
Different Goals = Different Outcomes
Your photography on social media can serve different purposes:
- A place to share your love of photography and see where it goes
- A professional portfolio you can send to clients
- A place to grow an audience and make photography a bigger part of your life
- A place to grow an audience so you can eventually fund that life
All of these are valid. And all of them are seasons I’ve been in.
What matters is knowing which season you’re in and understanding that part of the journey.
Actually accepting your current objective brings a lot of relief and joy back to the game of photography.
If you’re in portfolio mode, your best photo might not grow your audience, but it might land you a dream client.
If you’re in audience-building mode, your friends might not care about your BTS reels, but the people who will care are waiting on the other side of your first ten attempts.
Being clear about your season takes the weight off your shoulders when things aren’t working how you'd like them to.
Combining the Objectives
Here are a few formats that blend photography and content really well:
Carousels with text
A perfect bridge. You share your photos while giving context, story, or background without needing to film anything.
They’ve also been cool lately when paired with music.
Consistent stories
Your photography becomes more interesting when people like the person behind it.
Being open and honest in your stories, in a documentary style, is one of the easiest forms of content you can make.
Meme-style reels
More niche but very effective. When someone jokes about the photography world, you instantly relate.
These formats let you share your work, build a portfolio, and grow an audience simultaneously.
Be Careful of This Trap
There’s a group of creators whose art is content.
There’s nothing wrong with that. Some of them are great.
But they’re business-first creators whose content exists to sell the dream of content, not to showcase an art form like photography.
They grow fast because people want “the hack.”
But remember:
Their art is content.
It’s a different objective.
Yours might not be the same, and that’s fine, but it’s important to recognise the difference before buying into their 'content framework'.
The Great Equaliser
Everything I’ve mentioned can be pushed aside if you are sharing one thing:
Incredible photography.
Some photographers have an eye that draws you in effortlessly.
No content frameworks. No hooks. No posting daily. No optimising schedules
They can post a 10-photo carousel and stop you mid-scroll.
That’s something worth remembering.
Content helps. Strategy helps. Formats help.
But the real magic?
That comes from putting the work into the work.
Show up online however you choose, but keep sharpening the thing that matters most:
Your photography.
Catch you next week,
Matty 📷 🚀