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
Podcast Hal Herring and Tony Bynum discuss photography and conservation
Podcast and blast tony bynum and hal herring talk about photography, conservation tony shares his secrets to great images and describes how he captured the "caveman" shot
Hal Herring talks to Tony Bynum about photography, the life of a photographer, places, people, favorite photos, public lands conservation, conservation photography, wildlife photography, and hunting.
Tony Bynum tells the story behind one of his most iconic images, "The cave man."
Montana Outdoor Photographers Interviewed
Interviews - Photographing wildlife in Glacier, birds in Montana, and Yellowstone Tours
Three Montana Photographers share some of their knowledge about capturing Montana's wildlife and what it takes to be a successful wildlife photographer.
A cow moose wonders off across a placid lake in Glacier National Parks, Many Glacier Valley, Montana. This image and others can be purchased, visit this link © Tony Bynum
This article first appeared in the fall 2017 issue of the popular magazine, "Big Sky Journal," read the personal accounts of Don Jones who shares his thoughts on photographing birds, Cindy Goeddel on leading photographic tours in Yellowstone, and me, Tony Bynum on photographing wildlife in Glacier National Park.
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.
#OurWild - My Story for Protecting Public Lands
#OURWILD
The #ourwild campaign is about real people telling their public lands stories. This #ourwild video, produced by The Wilderness Society, is part of my public land story. I'm a father. I'm a hunter. I'm a photographer, friend and advocate for keeping the public domain in public hands. I am firmly against selling, or trading the public domain to the states. I'm not a preservationist, I'm a conservationist, which means I believe in using the natural resources, not locking them up. I also believe some places should be off limits to extraction. I'm for sensible, reasoned, and smart use of our public resources.
As a hunter and photographer, I support hunter education in the form of learning the history of conservation in America, in addition to how to be safe with a gun. For example, in order to bow hunt in Montana, during the early elk season, you have to have a special permit and pay an extra fee for it. In order to receive that permit you must go through an approved educational course that includes the history of conservation, the history of bowhunting, and the people who were instrumental in creating of the modern bow.
Conservation and resources management are more important than ever. Resources are limited and as we've seen our appetite, or demand for them is limitless. I believe that all children should be taught the history of conservation.
Conservation and Environmental Reading List
Here is a list of Authors, and titles worth reading.
Aldo Leopold - A Sand County Almanac
Rachel Carson - Silent Spring
Marc Reisner - Cadillac Desert
Henry David Thoreau - Walden
Wendell Berry - The Unsettling of America
James Lovelock - Gaia
Edward Abbey - Desert Solitaire
Vine Deloria - Spirit and Reason
#OURWILD Photographs
Please help by making your story known. You can also take action here, on the #ourwild page. Leave a comment or share this post and together we can insure that our children have #ourwild. #keepitpublic
Tony Bynum
Photography Inspiration from a "Friend"
Photography Inspiration comes from all kinds of places. Even from people you may not know. Sometime in early April 2016 I received a letter in the mail. I checked the address, it was from a person I did not know. What makes that worth a blog post? This was a handwritten letter from a "friend" I'd never met.
Joe's thank handwritten thank you note.
The envelope contained several postcard photos. On the back of one was a handwritten note. It read,
"Tony,
Thank you for being such an inspiration!
Seeing your work has inspired me to use my voice & platform as an artist, to be an advocate for Hunting and Conservation.
Thank You!
Cheers,
Joe Mannino"
There was also an invitation to attend Joe's, Master of Fine Arts Thesis Exhibition in Greenville, North Carolina.
I'm often asked about what I did to "make-it" in the photography world. Most of the time I reference something very simple, like, "I just do what motivates me."
Thank you Joe Mannino,
Sincerely,
Tony
2014 - What Makes a Great Outdoor Photography Year?
2014 is history. It's been a great outdoor photography year - I'm blessed. What makes a great outdoor photography year? To start, both myself and my family all are happy and healthy. Beyond that, the rest was about the experience of the adventure and living life to it's fullest. In brief, here are a few exerts from the past year's adventures, followed by a few photographs and at the end of the blog, a list of 10 things I learned this year.
200,000 individual moments of time were turned into digital data from adventures across the globe; I witnessed extraordinary wildlife action in extraordinary places.
Wore out a couple of Nikon cameras; broke more than $5000 worth of gear - some completely and beyond repair;
I used the third string lens to complete a commercial shoot; trashed a half dozen pair of pants and blew the crotch completely out of one;
left some of my own clothes with people on other continents who would appreciate them more than I would;
sent a 50 inch canvas print of a man and his wife to him weeks after she suddenly passed away - I'm grateful I was there to capture the moments before her passing;
I tossed in the trash three pairs of boots because they were done being useful; logged more than 50,000 air miles and I have no idea how many on my pickup;
pulled thorns out of my legs and ass on two continents;
swam naked across an Alaskan glacial river in the dark with just a headlamp while the gear and guns were left behind;
slept overnight, outside, in a wet down sleeping bag - twice; stood in front of a young man holding an AR-15 . . . for 20 minutes - we did not speak the same language - that was interesting;
I get to live in a place where for at least half the year I can keep ice-cream outside without it melting; watched our kids play violin, and sing during and after school programs; shoveled snow; stacked fire wood;
witnessed the sun come up more than 250 times; and, I'm busy, I can't remember a moment when I did not have something enjoyable and fun to do.
I love my life! Here are more outdoor photographs from 2014:
Sunrise in Sonora Mexico
Hunters on a cliff warming by a fire while looking for game overlooking a large open mountain valley in the Rocky Mountains, United States.
Young Bushmen boys walking in warm light, Namibia, Africa
A young cowboy ropes his first calf in Montana
Cowboys wrestling a large white calf on the ground in Montana
Hunting guide in Alaska, USA
Beaver airplane lands on a beach in remote Alaska, USA
Hunting in Alaska, looking out into the open wilderness
Truck crossing the Namib Desert, Namibia, Africa
Hunters in Sonora Mexico, walking across an aroyo, near the Sea of Cortez.
Cowboy on horse back, roping a running calf on the grasslands of Montana, USA
Hunter in Africa, with guides watching though binoculars
Hunting desert sheep in Sonora Mexico
Hunters on a ridge backlit by sun, backpacks hiking
Safari vehicle winching up rock face in Africa
Hunting lodge, Sonora, Mexico
Snow blowing along Highway 2, Blackfeet Indian Reservation
Hunters looking for animals - Sonora Mexico
Woman shooting rifle on shooting sticks
Bull elk back lit, steam bugling
Bull moose feeding on willow trees
Moose cow and bull near mountains
Herd of elk grazing in a meadow mountain background with rainbow
Bull moose in lake
Large bull elk chasing cow elk during the rut
Bighorn ram in meadow with mountain backdrop
Bull elk with huge rack, antlers in grass meadow with fir forest background
Bull elk in aspen trees bugling
Herd of elk with bull near river
Bull bison in meadow against a mountain background
Black bear sow and cub in fall grass and trees
After all of that, I'd like to share a few things I learned -
1. Stay focused on the goals.
2. Pay attention to details - every singe one!
3. Clean your sensor - often!
4. Have two but preferably three back up plans.
5. Things will go wrong - again.
6. There's time for work, and there's time for play - don't confuse them and don't get too distracted by either one.
8. Most of all, it's a lot better to be happy than it is to be right . . .
9. Success is a team effort, you can't make it alone. . .
10. If you're not making mistakes, you're doing something else very wrong!
If you've gotten this far, thank you. What photographs or adventures do you remember from 2014 and do you have any advise of your own for 2015?
Here's to a happy new year 2015!
Tony Bynum