Podcast Summary: "Instagram Strategies for Photographers with Kimberly Espinel" (Episode 318)

Podcast: This Can't Be That Hard
Host: Annemie Tonken
Guest: Kimberly Espinel
Release Date: May 27, 2025

Introduction

In Episode 318 of This Can't Be That Hard, host Annemie Tonken welcomes Kimberly Espinel, an award-winning photographer, bestselling author, and Instagram expert. The episode delves into effective Instagram strategies tailored for photographers, offering actionable insights to help creatives grow their online presence, attract ideal clients, and turn their passion into a profitable business.

Guest Background and Expertise

Annemie Tonken (00:00):
Annemie sets the stage by highlighting the challenges photographers face on Instagram, describing it as "a high stakes guessing game." She introduces Kimberly Espinel, emphasizing her extensive experience with over 160,000 Instagram followers and her ability to help content creators refine their style and strategy.

Kimberly Espinel (02:54):
Kimberly shares her multifaceted role as a food photographer, educator, and Instagram strategist. She explains her focus on teaching food photographers to leverage Instagram as a marketing tool, while also noting that her strategies are applicable to various types of photography and creative businesses.

Misconceptions About Instagram for Photographers

Annemie Tonken (08:29):
Annemie addresses feelings of intimidation among photographers with smaller followings, questioning whether it’s too late to grow on Instagram.

Kimberly Espinel (08:29):
Kimberly dispels two major misconceptions:

1. The Ship Has Sailed: “The algorithm have changed in such a way that... content can have the exact same reach, the exact same impact,” (08:46). She emphasizes that current algorithms allow both new and established users to achieve significant reach, making it an opportune time to start or refine Instagram strategies.
2. Photos Are Passe: “There is still a place for photographers... carousel posts and reels can perform really, really well,” (09:10). Kimberly clarifies that while video content like reels gained prominence, photo-based content remains highly effective when used strategically.

Key Strategies for Instagram Success

Kimberly outlines three essential strategies for photographers to excel on Instagram:

1. Consistency in Posting
2. Showing Up Personally (Human Connection)
3. Storytelling in Content

1. Consistency in Posting

Kimberly Espinel (11:54):
Kimberly underscores the importance of regular posting:

• Frequency: “The sweet spot is around three times a week,” (12:00).
• Benefits:
  • Skill Improvement: Regular feedback helps refine the craft.
  • Visibility: Staying top of mind with the audience.
  • Algorithm Signals: Demonstrates commitment to the platform.

Annemie Tonken (16:44):
Annemie seeks clarification on what consistency means amidst various content types (posts, stories, reels).

Kimberly Espinel (17:28):
Kimberly recommends focusing on grid posts, suggesting three high-quality posts per week, including at least one reel to maximize reach and engagement. She advises that while stories are valuable for nurturing existing audiences, grid posts are crucial for attracting new followers.

2. Showing Up Personally (Human Connection)

Kimberly Espinel (12:53):
Kimberly emphasizes the value of personal presence:

• Visibility: “They themselves showed up on their Instagram,” (13:00) by featuring their voices or faces in reels and stories.
• Trust Building: “We buy from people... connecting on a more personal level is essential,” (14:30).
• Implementation Tips:
  • Curated Behind-the-Scenes: Share glimpses of the creative process.
  • Consistent Personal Branding: Use filters or presets to maintain aesthetic cohesion while introducing candid moments.

3. Storytelling in Content

Kimberly Espinel (27:54):
Annemie revisits the third strategy, storytelling, and seeks practical tips for photographers to implement it without feeling overwhelmed.

Kimberly Espinel (29:00):
Kimberly outlines a simple structure for storytelling:

• Hook: Start with a compelling element to grab attention. “There has to be like, there's a problem and then... the journey,” (29:10).
• Journey: Showcase the process, whether it’s setting up for a shoot or the creative workflow.
• Conclusion: End with the final outcome or a valuable takeaway. “We want to see the end,” (30:00).

She suggests utilizing voiceovers, music, and text overlays to enhance the storytelling aspect without requiring extensive filmmaking skills.

Overcoming Hesitations to Personal Presence

Annemie Tonken (24:35):
Annemie discusses the common reluctance among photographers to show their faces or create video content, emphasizing the necessity of building personal trust to attract clients.

Kimberly Espinel (26:07):
Kimberly agrees, stating:

• Trust Factor: “There has to be a level of trust... how can they know that,” (26:10).
• Client Connection: Personal presence removes barriers, making clients feel more confident in hiring the photographer.

Annemie adds that embracing these strategies can transform perceived obstacles into opportunities to deepen client relationships.

Kimberly's Book and Resources

Kimberly Espinel (34:10):
Kimberly introduces her book, "How to Make Your Food Famous," which distills insights from over 40 successful food influencers on Instagram. She highlights that while the case studies focus on food photography, the strategies are broadly applicable to all photographers.

• Availability: ”You can find it at Barnes and Nobles, Amazon, all the places,” (34:10).
• Additional Resources: Kimberly mentions her podcast "Eat Capture Share" and her first book "Creative Food Photography."

Conclusion

Annemie Tonken (35:13):
Annemie praises Kimberly’s aligned strategies and authentic business approach, encouraging listeners to explore her resources. She wraps up the conversation by expressing gratitude and highlighting the value Kimberly brings to the photography community.

Kimberly Espinel (35:19):
Kimberly reciprocates the gratitude, ending the conversation on a positive note.

Final Thoughts

This episode offers valuable, actionable strategies for photographers looking to enhance their Instagram presence. Kimberly Espinel’s insights on consistency, personal connection, and storytelling provide a comprehensive framework to navigate the ever-evolving platform effectively. Her emphasis on strategic content creation over chasing trends empowers photographers to build authentic and sustainable businesses that resonate with their target audiences.

Notable Quotes

• Kimberly Espinel (08:46): “Follower base is actually a good indicator of whether somebody's content is worthwhile or interesting, but it doesn't predict how good a content piece will perform.”
• Kimberly Espinel (12:00): “The sweet spot is around three times a week.”
• Kimberly Espinel (14:30): “We buy from people; connecting on a more personal level is essential.”
• Kimberly Espinel (26:10): “There has to be a level of trust... how can they know that.”

Resources Mentioned

• Book: How to Make Your Food Famous by Kimberly Espinel
• Podcast: Eat Capture Share
• Website: Kimberly Espinel on Instagram

For photographers eager to transform their Instagram strategy and build a thriving business, this episode is a treasure trove of expert advice and practical tips. Be sure to tune in to This Can't Be That Hard and explore the resources shared by Kimberly Espinel to elevate your creative journey.