Why I Separated My Instagram Accounts
One of the main things that I teach, whenever I speak to anyone, is this: “Know your ideal client, and speak to them directly.”
For years and years, I’ve known this simple, basic principle of marketing. It doesn’t matter what industry you’re in, or what it is that you do - you need to understand who you want to work with or sell to before you can do anything else.
I’ve had my @oliviabossert Instagram account since 2011. It’s 10 years old! And in those ten years, I’ve changed a lot. I was 18 when I first created that account… so yeah, from ages 18-28 a lot of things have happened. Mainly, I’ve learnt things, and grown, and adapted.
You may remember that back in April 2020, I split my websites in two. That was the first stage, and it immediately made things much easier. I could share my work and my fashion photography clients knew that that was for them, and you, the photographers, knew that this space was for you. I should really have split my Instagram accounts at the same time, but I was scared. Starting a new account is daunting! Seeing that “0 Followers” next to your name - eek! But also, running two accounts is hard work.
However, after a few months of trying to make it work, it got to a point where I felt like I was holding back - not really creating the kind of content I wanted for either audience. I wanted to keep my grid looking curated and lovely, in an effort to attract clients, but also wanted to do lives, and Q&As, and make reels. But the truth is: my clients don’t want to learn how to be fashion photographers. They just want to hire them.
You want to learn to be a fashion photographer, you don’t want to hire me for photography.
So my message was getting confusing.
Creating two accounts is the obvious solution for that, and already I’m feeling a huge sense of relief. No more worrying that a potential client will unfollow me because of the educational content that I post, and no more worrying that a photographer will unfollow me because I’m not providing enough help. I can now give my all in both places.
And so, @oliviabosserteducation is born, and it’s going to be a space dedicated to nothing but fashion photography education. I’m so excited! Please come and follow me on there, and let’s get this show on the road ;)
I want this to act as a lesson for you as well - do as I say and not as I do!!!!
In order to attract your ideal client, you need to be able to speak to them directly. If you try to speak to too many people at once, you will struggle. So many of you message me asking whether you should have two accounts. For example, if you’re a wedding photographer, but also shoot fashion - should you? My answer is now - firmly - yes. I KNOW it’s more work. I KNOW it’s more to manage, but put yourself in the shoes of a bride.
Is a bride going to be interested in the latest editorial you shot? Or seeing the crazy lighting set up you made? She might, but she might also not be.
And do you think a creative director at a brand is interested in hearing about “what makeup looks best on a bride in photos?” (I’m making that idea up) - No, they probably won’t be.
By creating two accounts for the different people that you need to speak to, you actually free yourself up. You allow yourself to speak to them directly, and say to them what they need to hear.
So with all of that in mind, I’d love to invite you to come and follow me on @oliviabosserteducation and join the fun! I’m hosting my first Instagram Live Q&A on Monday the 8th of March at 12:00 UK time. I’d love to see you there :)
