ShineSparkL Marketing Education for Photographers: Top 10 posts of 2025
ShineSparkL, formerly Marketing and Business for Photographers, is now entering its 8th year, and I couldn’t be more proud of the ShineSparkL community. When I started things back in 2018, sick and on the heels of a chronic illness diagnosis, I didn’t have a huge vision but in the moment I was helping where I could with advice. With a 14+ year career in marketing agency and another decade-plus in non-profit executive leadership, I didn’t even realize myself how much knowledge I carried that could help not only my fellow photographers, but me as well. I too struggled with some aspects of building a photography business because I hadn’t engaged with or transformed my own marketing and business knowledge into the small business/ solopreneur space. It was a learning experience for all!
ShineSparkL gives me an outlet to share my knowledge and provides me with a community to both support and find support in. I have found lasting fans, friendships and connections along the way, making it more than a worthwhile endeavour. I not only love marketing, but I am fascinated by it, and by human psychology. With Psychology as my major in University, and a long career in marketing before picking up a camera, I now realize that those 2 things from my past were meant to create ShineSparkL today. Thank you, dear reader, for being here. I hope you find some great and actionable advice within my pages to help your photography business dreams come true.
Here is my annual list of the top 10 blog posts, for 2025. This is determined by the ShineSparkLers who have visited the site. If you haven’t already taken a look, grab a coffee, tea, or beverage of choice, and read on for some inspiration to bring you into a new year.
Top Ten Post of 2025: Marketing Education for Photographers
Tips on running portfolio-building model calls
Each year, this post has moved up by 1. In 2023 it was 3rd, last year 2nd. This year it made top spot! It means that photographers are interested in learning how to build their presence and if they take the information in the post to heart, then they will also build portfolios with intention and structure. Building a portfolio is not just a fun activity but a crucial business element. Read the post to learn why care and attention is needed for successful portfolio building.
Should I use my own name for my photography business
This post was written in late 2024, so a more recent addition to the blog. And it climbed into the number 2 position for 2025. And this proves that it’s a question that often frustrates us because there are pros and cons of using your own name. I don’t have a firm solution, but I do present some food for thought, to help you get to a decision.
Marketing Advice for Photographers: Be Social on Social Media
Also written in 2024, this post is a newbie that has been performing very well. But, I am convinced that this post is not as popular as it is because of the actual social media advice given. It’s because the words “marketing advice for photographers” are popular search terms. I believe it to be a gateway post. Someone searches for marketing advice, hits on this post and enters the ShineSparkL-verse. Still, the social media advice is solid, because too many photographers interacting on social media platforms are only posting to try to book and it looks and feels like it which can be a turn-off for people going to those platforms for interaction, information and entertainment. Ironically, being a strategic social poster (without the booking energy) usually pays off sometime even better, to actually book!
“Pay what you can” photo sessions: Yes, or No?
First place for the last 2 years in a row, this post has been knocked to 4th place. Still respectable! I still see and respond to Facebook posts on this topic, so it hasn’t gone away. Because there is a constant influx of new photographers, this topic will always be alive and kicking because it “seems” like a good idea to get started in finding clients. There is a dark side though, and only you can decide if you want to risk the dangers while trying to build a successful business. I outline pros and cons so that you can make the most informed decision you can, and also call out if it’s your fear driving you rather than sound business practice.
Buzz in your Bizz: Neologisms for better marketing
I love that this post is in the top 10 because it means that photographers are open to learning marketing and going beyond the really base level stuff. But neologisms are not intimidating like other marketing can be, and maybe that’s why it performs well. Essentially, a neologism is a remedy to boring. Spring Minis? Boring! Puddlejump sessions? Fire! A neologism is a coined term that makes it into common language and it can be buzzy and trendy and memorable, kind of like a radio or commercial jingle. When you see the same language and naming on repeat with other photographers, that is the cue that a neologism can be used to stand out from that pesky saturated market. Go one step further to ban yourself from using plain language in marketing. Plain language is useful for booking information and contracts, but marketing for your photography business should be as creative as your photos.
The Little Luxuries Handbook
Elevate and enhance your client experience! Any business of any size can infuse luxury touches to make clients feel special and valued.
The handbook contains low to no-cost ways to stand out from other photographers using psychological and design elements used in luxury markets.
Do photographers need a website in the age of social media?
I think this is the first appearance on the top 10 for this post. A lot of photographers want to wish and believe that a social media presence is sufficient, because a website costs some money and needs to be created and maintained. But business isn’t about wishes granted — sorry about that — it’s about doing the strategic things that will fill our calendars (and those em-dashes are mine fyi, no ai). I give a comprehensive outline of why it’s important to have your own website and the first clue is in the words “own website”. For all intents and purposes, you own your website space. A place you call home on the great Internet, where you have pretty much the flexibility and control to do so much to create a special experience for clients. It’s the most ownership you can have in a gigantic public digital world. On a social media platform you aren’t the owner of your space, just a tenant. Tenants are granted a tiny cubicle with major limits (you can’t change anything about the structure, look or feel). Do you want to be an owner or a tenant?
A word with luxury power to transform your photography brand
This post is also a newbie on the top 10. A pretty common word, and maybe too commonly used in photography — in a certain way. In this post, we take that word and apply it elsewhere for a completely different strategic approach and infused with luxury flavour. Can you guess the word?
Photography Model Call: For beginner and established photographers
This post goes hand-in-hand with the portfolio post that’s number 1 on this list. Portfolio-building doesn’t look the same when you’re new versus a little more experienced. Some elements naturally need to be adjusted because if you’ve been in business a few years, you’re not building from scratch, but rather expanding. Read on for how the lifecyle that your business is in may require your approach to be adjusted.
My Piano Tuner’s “Key” to Marketing Success. It could be yours too
Also a first on the top 10 list! When we aren’t familiar with marketing, it can feel overwhelming and difficult. And yet, there are some techniques that are ridiculously simple and more importantly, effective. My piano tuner is a musician, who tunes pianos as a side-gig. He has no marketing to speak of for this service, but he does this one thing.
Written mid-year in 2025, this blog post makes its first appearance on the top 10 list. It’s normal to be fearful when you embark on something new — especially if it’s something important like our life’s work! But we often fear the wrong things. In this post, I challenge you that what you fear isn’t what you should truly fear. The most immediate thing we are scared of is losing clients. But what about losing the entire business? When you re-frame the true threat, it can help you do the right things for long-term sustainability.
Word of the Year
Last year, my word of the year was creation. But, my blogging slowed down from previous years. Did I fail? Nope. I had a good photography year where I created amazing imagery and client experiences. Lots of kind words from brides and families reinforced that my ability to create was very appreciated. But with ShineSparkL, I created something different than blog posts. In the ShineSparkL Facebook group, I decided to do a 365 live project. And I succeeded in doing over 340 days! Every single day with the exception of vacation and the few times I forgot (lol), I went live with thoughts, feelings, advice on marketing, photography and life in general. I created videos all of those days, but also created something so much bigger - confidence, community, ease in front of the camera. All unanticipated but wonderful side effects of the project. This year, I am still deciding the best way to move forward, but I believe it will be a hybrid of resuming blogging and doing some video work.
My word of the year for 2026 is surrender. Being a type A personality and a self-admitted control freak, surrender is a challenge for me. But I have come to understand that surrendering to opportunity and intuition is a choice I control. Surrender is not a fall into chaos or a letting go of choices; rather it’s a welcome and an openness to things beyond my awareness and education and knowledge. It’s having faith that great things will come and I don’t have to orchestrate so heavily — I can relax and sit in the knowing that great things await. It frees me up from tense energy of having to “make it” to a relaxed and enjoyable “I have already made it.” What’s your word this year?
Visit this blog often. Shop and find some valuable tools and resources to solidify your business.
Wishing you all sparkle and shine into this beautiful new year!
~Lucy