NSW wedding photographers on Facebook

This week on our Facebook page we published statistics about the number of followers that NSW wedding photographers have on Facebook.  This type of information is easily accessible to businesses within industries that have few competitors but with 1.642 wedding photographers across Australia, it is likely that no wedding photographer has ever had an opportunity to compare their social media following against the industry averages in this way before.

There are currently about 550 wedding photographers in NSW with a total Facebook following of more than 1.4 million users.  The business with the largest following is a well known entity within the Sydney region that boasted a whopping 201,858 followers at the time of publishing. This magnetic business accrued 8 likes while I wrote this article and another 51 likes in the 24 hours since.  (I've just rechecked our Likes - still 96 since yesterday!)

The next most popular photographer has about 96,000 likes, followed by 2 photographers with 45,000 and 6 between 20,000 - 35,000.  A total of 53 NSW wedding photographers have 5,000 or more Facebook likes.

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If you have a wedding photography business in Sydney and you have less than 1,000 Facebook likes you are in the majority.  The largest subset of wedding photographers is 500 likes or less and this category equates to 36% of the NSW industry.

I'll leave you with one final statistic.  Of the 550 wedding photographers in NSW, 88% of you have more Likes on Facebook than us!  Follow us

We can do better than comparing wedding suppliers on price

An article in the New York Times Magazine by Catherine Rampell gave this first hand description of the wedding industry: "…I thought the process of planning my own wedding would be fairly painless and practical.  That was before I entered the economically baffling world of the wedding industrial complex."  This frustration echoes an industry of brides and highlights a chronic need to make comparison shopping easier within the wedding market.

Research of other industries has shown that consumers who are provided an effective way to compare suppliers online are better informed and make more productive enquiries.  These industries all use a 'price vs specifications' formula, which has been effective for comparing products as well as services.

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The wedding industry does not conform to the price vs specifications model because the variables that its consumers base their comparison are regularly not definitive or tangible.  Lets compare the massage industry with wedding photography.  A customer seeking a massage can compare different businesses by the type, duration and price of the service.  They are definitive specifications.  But a bride's choice of photographer is far more subjective and might come down to whether they like the images and / or whether the personality of the photographer will be a good fit for their day.

The standard price-based comparison is not overly useful in the wedding industry either.  The high level of custom services within each of the wedding sectors makes a direct comparison between competitors impractical.  But also consider that anyone with a $4,000 photography budget has a choice of about 500 photographers in the Sydney region.  Price is an important part of the consumer's decision, but it is an impractical filter within the wedding industry.

There is a huge opportunity to increase productivity in the wedding industry by shifting the focus away from traditional price-based comparison.  When we build a compelling way to compare wedding suppliers, search costs will decrease and businesses will have an increased ability to express their value proposition.  The industry will be more transparent and less complex for the mutual benefit of both wedding businesses and the customers who book them.

How successful wedding photographers stand apart

Wedding Photography is one of those popular vocations followed by a legion of aspiring professionals.  And as far as creative pursuits go, it doesn't get much better than wedding photography for a feasible occupation in the arts.  But the industry is a saturated and extremely competitive one and standing apart is crucial to business success.  Our research found 2 common activities that successful wedding photographers do in order to differentiate themselves in the market.

1. Blog it!   While conducting our search for wedding suppliers we also researched the kinds of photographers that operate a wedding blog.  Not the kind of blog that contains advice for would be brides, but the Green Wedding Shoes variety where beautiful images of every imaginable wedding detail keep prospective clients scrolling down the page.  Australia's most successful wedding photographers all have one!  In fact, 54% of all wedding photographers in Australia have one.  And 95% of these businesses duplicate their efforts onto a business Facebook page.

blog usage

2. Maintain a (business) Facebook Page   Of all social media, Facebook is the most popular with wedding photographers.  90% of the sector operate a business Facebook page and regularly post images from recent weddings onto it.  Needless to say, all of Australia's most successful wedding photographers proudly display their latest and greatest masterpieces to the chorus of a few thousand Facebook fans.  And its not just the photography elite who have an impressive Facebook following.  Wedding Photographers based in Australia have a combined Facebook audience of more than 3.5 million users.

If you are a wedding photographer and you're not blogging, how are you showcasing your difference in the market?

Please join us on Facebook

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