Are instagram likes worth more than cash? - why you Should think twice before giving your Photographs away to Backpacker Magazine.
Giving away your photographs for likes? Better rethink your business strategy.
A lone hiker on the prairie, Eastern Montana near Ekalaka. Shot on assignment for the Montana Wilderness Association.
I have been on the Backpacker photo list for a decade, maybe more (probably not after this post though). Backpacker Magazine always has amazing photocalls, probably some of the best in the business. The staff makes their photo calls very specific, they provide plenty of notice and even offer to help photographers develop their skills and plan photo shoots - impressive team for sure.
According to Wikipedia, Backpacker Magazine has been published since 1973 and is currently published by Active Interest Media based in Boulder, Colorado.
As far as I know, it was also the first to request GPS locations for all submitted photographs - seems to me that was about 2010 or so don’t quote me - I don’t know if they still are requiring location coordinates, because I stopped submitting to them once they instituted that policy.
The Email that did not shock the industry, but should have
On September 20th, 2018 a Backpacker Magazine email arrived in my inbox. I read it. It was announcing that Backpacker Magazine was going to accept free photos for its Instagram feed! (email pasted below). Yes, this was your opportunity to have your hard earned imagery used at no cost to you - except you already own the gear and went to whatever expense it took to get the photo in the first place, but I digress.
For a long time (by digital photography standards) the photography community has been worried, trembling may be the better word, that the value of their work is diminishing and will likely someday be worth only the applaus someone is willing to give it.
Well, for some, that day has come. If you’re in the adventure, outdoor, hiking photography business - which pretty much everyone below the age of 26 is these days, your time has arrived, your fears have come to fruition - even if you had not realized them yet!
Someday your photos might be worth more in “likes” than in cash. I got news for you, you can’t spend likes and more today then ever, digital marketing is more sophisticated and marketers and brands are on to likes, verse engagement. Even social media experts, the ones who have turned vudu for most of us, into a science, will tell you that likes are not worth much, and are going to continue to be worth less.
Just have a list to my friend Huntz Colburn and Brad Luttrell on the Restless Native Podcast talk about digital marketing. If you want to hear the latest on influencer marketing, listen to Joshua Claflin and Brad talk about the present and the future of influencer marketing here on the restless native podcast.
What has value is engagement, not likes, but real, authentic back and forth engagement. The kind of engagement that you might get if your work is shared and discussed on YOUR own page.
Let’s look at this in more detail. What would you give Backpacker Magazine? Your best work because of its huge audience? What happens when you give your best work away and it gets a few thousands likes and you get one new follower? What did you just earn for your best work? You mean your work is good enough for the backpacker instagram page but not for the cover of its print publication?
Okay, so here’s another option. How about your “B” roll? Most of you don’t create “B” role, at least I hope you don’t call it that, because you’re the “A” shooter, right? So, if you’re the “A” shooter, why would you consider giving away “B” work for free and to be placed on the Backpacker instagram page? See what I mean? Just the fact that you agree to place your “B” work someplace makes you the “B” shooter. The the best marketing strategy I’ve heard in a long time - sarcasm.
You’ve decided to give away your “B” roll, or maybe said a better way, trade it for likes, why do you think Backpacker would choose to use it? Why take the time? Is it to get noticed and maybe sell them a file for their print magazine? If that’s it, you’ve already received their email notice and get their submission requests so they know your work. Why is your work not going in the print publication and why are you not making money selling it to them? Do you think now that you’ve given it to them for free they are now going to start buying your work? Why would they buy the cow when they get the milk for free?
There might be more reason to consider sharing your content with them if they had engagement or if you stood a chance and getting something real, tangible, something that will help you build your brand.
Likes are not real, engagement and building your relationships are.
Maybe more importantly though is back to the idea of engagement. I know some guys on instagram (I said guys becuase I mostly follow guys so that’s what I’m familiar with) that have 3,000 followers and literally get 100’s of comments. Their engagement is huge by comparison.
Take a look at @backpackermag. I just checked this morning. 521,000 followers. The second post on the feed is beautiful, about 4,000 likes, but ONLY 12 comments and two of them are by their social media person. What’s going on? Is that the audience you want?
Think about it. Of the over HALF A MILLION people following backpacker ONLY a dozen comment? Again, I ask you, are the backpacker followers the ones you want THEY DONT EVEN ENGAGE the brand why would they all of sudden follow you after you give your best work away to Backpacker?
Maybe you choose to give over your finest work, your hope is that you’ll become “Instafamous” to the point that you’ll be, “making-it” by selling space on your feed, after all those free backpacker posts drove so much traffic to your page that now you don’t need Backpacker any more - of course I’m being sarcastic. You’d be better off playing the lottery!
Build your own career in your own space, for your own future. I’m not saying don’t share your work, or give some of it away to charity if it fits your brand or social desires. But, for heaven’s sake, if you’re going to work for free, or worse, lose money, give your talent, time, money and your work away to meaningful causes that you’d be involved with no matter what your persuasion, passion, or profession.
Backpacker is a for profit empire, the people looking at your photos are being paid and so are the writers!
Don’t fall for the “we’ll make you famous” pitch!
Let me know what you think, and if you’ve “made-it” by giving away your photographs, tell us what “made-it” means to you and how you did it, we’d all love to hear the story!
Backpacker Magazine Email to it’s contributors
“Hey there Contributor Community!
We are now accepting submissions to be featured on our Instagram. BACKPACKER has over 500,000 followers making this a great opportuntiy to promote your work to our targeted audience who is already hungry for inspirational, outdoor adventure content. Please check out this google form for more information.
Cheers!!
Photo Editor + Staff Photographer
BACKPACKER | backpacker.com @backpackerma”
This is an unpaid post opportunity, but if you feel like your audience/following/engagement are of value to Backpacker & would like to collaborate, please feel free to send me an email!
We look for all the same elements in a Instagram post as we do for print:
-legit day hikes or multi-day trips.
-no cars (sorry #vanlifers) or roads
-we gravitate away from images that feel commercial in any way
-we mostly share US locations
-legal campsites, legal spots to stand, and legal spots to shoot from only.
-We will not show an image that is in conflict with LNT guidelines (i.e. tents must be 200 feet from a water source).
-we try and show timely, seasonal content
-Backpacker's Instagram is a curated feed, and submitting is not a guarantee for sharing
-We appreciate when you share our post with your audience as well, either through a repost app or stories
Restless Native Podcast - Brad Luttrell talks with Tony Bynum about Photography, the Business of Photography, and POMA
Podcast interview with Montana Based, Outdoor Photographer Tony Bynum, how Tony approaches his professional photography career - Conservation Photography, Business of Photography, Outdoors, Wildlife, the Professional Outdoor Media Association.
In this podcast, Tony Bynum, Outdoor Photographer, and President of the Professional Outdoor Media Association reveals, for the first time, one of the biggest mistakes of his photographic career and what he learned from it when he talks with Brad Luttrell of GoWild.
Brad has a great podcast. He does his homework and gets to know a guest before the discussion making for some very good content.
Brad and Tony met some months ago over the phone. They planned to do a podcast and it finally happened at this years 2018 POMA conference in Lincoln, Nebraska. Brad was also a guest panelist at the POMA conference. The panel titled, "Content that Matters: Creating Purpose-focused Partnerships and Content," was a massive hit and set the stage for the theme of this year's conference. POMA is grateful for his participation.
Brand publishes his podcast under the title "Restless Native." He's also the Co-Founder of the GoWild app (available for both android and apple products) the best online social platform for sharing story's about hunting, fishing, and the outdoors.
Tony and Brad talk about the 2018 POMA conference, and Tony's approach to the business of photography, including stories about travel, commercial photography, and conservation.
Find Brand on Instagram @bradluttrell and the GoWild app @gowildapp
And Tony on Instagram @huntphotos
You dont want to miss this one.
Click on the link below to access the Podcast.
Tony Bynum in the photographed in the Canadian Rocky Mountains by © Rod Sinclair - Sinclair Imagery
World Photography Organisation - Tony Bynum Interview
The World Photography Organisation works across up to 180 countries, its aim is to raise the level of conversation around photography by celebrating the best imagery and photographers on the planet.
Fall in Glacier National Park - Stacy Dolderer stands on the edge of a lake in beautiful Glacier National Park. © Tony Bynum
“From a business standpoint, the most important aspect of assignments, or paid shoots, particularly in far-flung, remote places where there are few if any resources, is to be a problem solver. I always plan for things to go wrong. I have multiple backup plans and options. I try to think through everything that could go wrong and be prepared to act when and if they do. Up-front planning and experience are probably more important than photographic skills. That said, today you have to be expert at both”
I encourage you to read more about the World Photography Organization and visit the website, it is full of fantastic interviews, contests and valuble information.
Improve your photography - the most important advice I can give you
This single thing will improve your photography the first time out . . .
In this short interview, I tell you the single most important thing you can do to improve your photography. It's so simple and you never hear anyone talk about it. I guarantee if you follow my directions, you'll improve your photography the first time out.
Thank you Ryan Gresham for the interview, Honey Brake and the Professional Outdoor Media Association for the opportunity.
This short interview was filmed during a recent media event we're calling #pomavissionsaffield. The event at Honey Brake was sponsored by the Professional Outdoor Media Association (POMA), Nissan, Honey Brake, Banded, Gunner Kennels, SPG, Browning, Federal Ammunition, Hobie, Voormi, Sure-Shot Game Calls, Vista, Avery, Ducks Unlimited, Confluence Group.
Podcast - Tony Bynum - thoughts on Conservation, Photography, and the Business of Photography
Podcast interview with Montana Based, Outdoor Photographer Tony Bynum, "how Tony approaches his professional photography career - Conservation Photography, Business of Photography, Outdoors, Wildlife
In this podcast, Tony Bynum, Outdoor Photographer, talks with Bruce Hutchens of Whitetail Rendesvous. Tony describes his approach to the Business of Photography, Hunting, and Conservation. Click on the link below to access the Podcast.
Tony Bynum in the photographed in the Canadian Rocky Mountains by © Rod Sinclair - Sinclair Imagery
Two Days with Montana Photographer Tony Bynum - once in a lifetime opportunity
You have until Friday evening to get your bids in for two days of private photography with Montana Photographer, Tony Bynum. Tony Bynum is donating two days of private, one-on-one photography to the Professional Outdoor Media Association (POMA) to be auctioned off to the highest bidder. Anyone can bid. Better hurry, winner awarded Friday night, at the Professional Outdoor Media Association's, National Conference in Knoxville, TN, March 21, 2014! You can put your bid in here, or bid on any number of other items, at this link http://conta.cc/1lGT8ky . Other items include a fishing trip with Jim Zumbo, a privately catered meal from Bill Miller Outdoors, Optics, outdoor gear from Alps Outdoors, an African Safari, an Argentine Dove Hunt, and much much more!
