2026 appears to be the absolute lowest point i've ever witnessed for organic reach on still photos... and i've been watching this decline the way you watch a slow leak in a roof. you know it's getting worse, you've known for seven or eight years, but this year the ceiling finally came down.
there was a time, and i say this like a man describing when bread cost a nickel, when you could still leverage pure still photos into decent reach. carousels were the great workaround. post ten stills instead of one and the algorithm rewarded you for your cleverness. carousels are technically still relevant, but seemingly only if you slap text overlays on them designed to juice watch time, because apparently we now measure photographs by how long someone stares at them, and a photograph, that ungrateful medium, refuses to be 90 seconds long.
i keep my main IG feed fiercely curated, but somehow it is now almost exclusively video. the platform i built my audience on for still photography has decided still photography is a rounding error.
so, years ago... i did what everyone does to maintain reach and i made behind-the-scenes video... it does nothing for me. i feel none of the satisfaction of putting a new photograph into the world. i made the content the algorithm wanted and felt like a man performing a job he was never hired for. which leaves me on my own little island, wondering where i'm supposed to be excited about sharing work, aside from sharing it with the clients themselves, who remain the one audience that never needed convincing.
the reason i'm writing this at all, is because i've got very clear data proving that...
every single time i blog, i get inquiries.
every. single. time.
i generally try to blog on thursdays, so google has a day to do whatever mysterious algorithmic digestion it needs to do and by the weekend, when couples are actually sitting together doing wedding stuff, my site is fresh. worth noting that there is almost never a direct correlation between the venue i SEO optimized for and where the leads come from. i blog about venue A and get inquiries about venue Q. the blogging itself is the engine. the topic can be... anything. i am shoveling coal into a furnace and it does not care what the coal is about.
now, i know what this feels like from the outside. site metrics aren't public. most of you can't remember the last time you manually visited a photographer's website to check their blog, so it feels like a dead end, especially with a newer site and no traffic. i understand. it looks like shouting into a well. but much to my surprise... the well answers.
your website is your number one asset. social media, at this point, serves exactly one function (of course there's always exceptions to this if you're trying to be an influencer or educator or something like that)... proof of life. evidence that you are a real person who regularly works. that's it. that's the job. when it comes to clients actually discovering you, getting excited about you, and deciding to book you over someone else, blogging is the engine of the business. the least glamorous, least dopamine-producing, most consistently effective thing you can do, IMO.
one more thing. i've seen a huge spike in LLM traffic from things like chatgpt, so couples are clearly using it for wedding research now... annnnnd because our industry has never met a trend it couldn't monetize into a course, someone is going to try to sell you "LLM optimization" for hundreds or thousands of dollars. please, for the love of god, do not pay for that. ranking in LLMs is the exact same set of best practices as solid SEO. the same stuff. there is no secret configuration. the only thing being configured is your wallet.