This week, we’re diving deep with the incredibly talented Jeff Chang, co-founder of The Apartment, International Wedding Photographer of the Year winner, and all-around photography genius.

Jeff has spent 15 years capturing love stories across five continents, creating meaningful client experiences, and sharing educational content for photographers. Today, he’s pulling back the curtain on social media strategies, editing workflows, and the art of creating client magic.

What You’ll Learn in This Episode

• How to Stand Out on Instagram – Why just posting pretty pictures isn’t enough & what to do instead
• Social Media Strategy – The difference between giving and taking in content creation.
• Client Experience Hacks – How to show up in a way that makes clients feel connected before they even book
• The Power of Behind-the-Scenes Content – Why showing HOW you work attracts the right people
• Email Marketing Confessions – Jeff’s struggle with email marketing (and what he should be doing instead)

Key Takeaways

💭 Your Instagram shouldn’t feel like an ad. If all you’re doing is posting your latest session and hoping people book you, you’re missing the point. Social media is about giving value, not just showing off.

🎥 Carousels and behind-the-scenes content win. Instead of just posting one hero shot, create mood board-style carousels that tell a story and help potential clients visualize their experience.

📊 Instagram still works for leads—if you use it right. Jeff gets nearly 50% of his inquiries from Instagram, but it’s because he focuses on engagement, not just pretty posts.

⏳ Consistency beats perfection. Jeff’s journey to 150+ reels didn’t happen overnight. If you want to grow, show up every week—even when it feels like no one’s watching.

Resources Mentioned
[FREE RESOURCE] Learn 30 Creative Strategies To Get Photography Clients – Each day, for 3 days, I’m going to share with you 10 ultra unique + creative ways to attract dream clients to your photography business (without spending a bunch of money).

SFP Mastermind Group – Join a community of photographers who are passionate about growing their businesses

Booked Solid – Get The PROVEN step-by-step framework hundreds of photographers have used to grow their photography business to over $100,000+

 

Follow Jeff Chang:
Instagram: @theapartmentphoto
Website: https://www.theapartmentphotography.com/

 

Got questions? Drop them in Jeff’s Instagram comments—he actually answers them!

Loved this episode? Leave us a review & tag us on Instagram @jbenhartley & @noellaandres!