We Changed Our Cameras. Why Haven't We Changed How We Connect?

Social media, photography, the comfort of familiarity and the future of camera clubs.

Over the past few weeks, while filming my documentary exploring camera clubs and their future survival, I've noticed something fascinating.

Something that has made me question not only how photographers use social media, but also how we measure success, develop our skills and attract new audiences.

There appears to be a generational divide when it comes to social media.

From my conversations and observations, many Baby Boomers and some Gen X photographers seem most comfortable using Facebook. Other Gen X photographers and Millennials have embraced Instagram, while younger generations often gravitate towards TikTok, Snapchat and Instagram.

Of course, these aren't hard and fast rules. There are plenty of exceptions.

But the patterns I've observed have raised an interesting question.

If we're trying to attract the next generation of photographers, shouldn't we be spending some time where they are?

And perhaps there's another question worth asking.

Are we choosing social media platforms because they're the most effective way to reach our audience, or simply because they're where we feel most comfortable?

The Camera Club Conundrum

One of the central themes of my documentary is the future survival of camera clubs. Many clubs are facing challenges with ageing memberships, declining numbers and difficulties attracting younger photographers.

Yet here's something I find quite contradictory.

Some clubs have Facebook groups that are private and accessible only to existing members. Others have websites offering very little information about what actually happens at their meetings, what members can learn or why someone might want to join. And many have little or no presence on platforms such as Instagram, TikTok or YouTube.

Now, I'm not suggesting every camera club needs to start dancing on TikTok! Far from it.

But photography is one of the most visually engaging subjects imaginable. We have extraordinary opportunities to show people what we do.

Imagine a young photographer discovering a short video showing a camera club's night photography outing, a behind-the-scenes look at a creative workshop or members sharing their images and experiences. Wouldn't that be far more inviting than a website containing little more than meeting dates and membership fees?

How can we expect people to become interested in something they don't even know exists?

TikTok: Isn't That Just People Dancing?

Whenever I mention TikTok to some photographers, I often hear the same response.

"Oh, I'm not interested in watching people dancing!"

And I have to wonder, why does that perception still exist?

Yes, TikTok became hugely popular through dance trends, lip-syncing and entertainment. But the platform has evolved into something far more diverse, and I think many people would be surprised by just how much educational content is available.

Photography tutorials, lighting techniques, editing tips, camera settings, creative inspiration, behind-the-scenes footage and filmmaking advice are just a few examples.

You can learn an enormous amount from a 30-second video.

In fact, I would argue that TikTok has become a valuable platform for informal learning, particularly for younger generations who are accustomed to discovering information through short-form video.

And it's not just TikTok. Instagram Reels and YouTube Shorts offer similar opportunities. What I find interesting is that some photographers dismiss these platforms without really exploring what they have to offer.

Are we judging TikTok based on what it was several years ago rather than what it has become? The algorithm also plays a significant role in what we see. If you regularly engage with photography, filmmaking and educational content, you're likely to see more of it.

My own feeds are filled with photographers, filmmakers, creative techniques, educational videos and inspiration from people around the world.

And here's something else worth considering.

Many younger photographers are already learning through these platforms. They're discovering new techniques, following photographers they admire and finding inspiration without ever stepping inside a traditional camera club.

So perhaps instead of asking why younger photographers aren't coming to camera clubs, we should be asking why camera clubs aren't bringing some of their knowledge to the platforms where younger photographers are already learning.

Imagine experienced club members sharing decades of photographic knowledge through short, engaging videos. A simple lighting tip. A composition technique. A behind-the-scenes look at a club outing. A member explaining how they captured an award-winning photograph.

No dancing required! Just photographers sharing their passion, knowledge and creativity with an audience that might otherwise never discover them.

The Business Card Has Changed

I've noticed something else in my own photography business. People rarely ask me for a business card anymore.

Instead, they ask:

"What's your Instagram?"

And that makes perfect sense. A business card tells someone how to contact you. An Instagram profile can show them what you're capable of.

They can see my photography, my filmmaking, the projects I'm working on and the results I achieve. But perhaps more importantly, they can see the person behind the camera.

I share behind-the-scenes footage, creative experiments, personal projects, client work and the occasional moment when things don't quite go according to plan.

Why?

Because I believe people want to connect with people, not simply a collection of polished photographs. Whether you're running a photography business, offering workshops or trying to encourage new members to join a camera club, visibility matters.

If nobody sees what you do, how can they know what you have to offer?

Facebook, Familiar Faces and the Comfort of Likes

There's another aspect of social media I've been thinking about, particularly when it comes to Facebook.

To me, Facebook often feels more like a platform built around existing friendships, family connections and familiar communities, whereas platforms such as Instagram, TikTok and YouTube can offer opportunities to reach people who have never heard of you.

And that raises an interesting question.

Are some photographers reluctant to move beyond Facebook because they're comfortable with the audience they already have?

Think about it.

You share a photograph on Facebook. Your friends like it. Your family comments on how beautiful it is. People you've known for years tell you how talented you are.

And that's lovely. There's absolutely nothing wrong with encouragement. But are those likes an indication of photographic quality, or are people simply supporting someone they know?

Would they offer the same response if the photograph had been taken by a complete stranger?

And perhaps more importantly, would that photograph receive the same attention if it were shared with an audience of photographers who had no personal connection to its creator? I'm not suggesting every compliment is insincere. Far from it. But I do think there's a difference between encouragement and constructive feedback.

We've all seen photographs shared online that attract hundreds of likes because they feature an intensely pink sky, an oversaturated sunset or dramatic colours.

Now, photography is subjective. What appeals to one person might not appeal to another. But a photograph receiving hundreds of likes doesn't automatically mean it's technically well executed.

Exposure, composition, focus, colour balance, storytelling and an understanding of light all contribute to creating a strong image. And sometimes those things get overlooked in favour of something that simply grabs attention.

A popular photograph isn't necessarily a good photograph, just as a good photograph isn't necessarily a popular one.

When Social Media Validation Becomes False Confidence

This is where I think things become particularly interesting, and sometimes concerning.

Someone purchases a camera, starts taking photographs and shares them online.

Friends and family offer encouragement.

• "Wow, you're amazing!"
• "You should become a professional photographer!"
• "You should charge people for this!"

And before long, that person begins to believe they're ready to offer professional services.

Now, let me be clear. I'm all for people pursuing photography professionally. We all started as beginners, myself included, and there's nothing wrong with learning through experience. But there is a difference between owning expensive equipment and knowing how to use it.

And there's certainly a difference between receiving compliments from friends and being capable of delivering consistent, professional results for paying clients.

I've had people book my workshops for precisely this reason.

Some have invested enormous amounts of money into camera equipment without first understanding the fundamentals of photography or filmmaking.

In one particularly memorable situation, someone had left their job, invested more than $20,000 in equipment and started taking on client work.

They asked me to review a video they'd created for a paying client.

• "The client loved it," they told me.
• As I watched, I noticed inconsistencies in the way movement appeared throughout the footage.
• So I asked a simple question.
• "What frame rate and shutter speed were you using?"
• "I don't know," came the reply.
• I pointed out the changes in the appearance of movement.
• "Yes, but I had to keep changing the shutter speed because the sun kept going behind the clouds."

And there it was. One of those moments when you  just put your face in your hands.

Rather than controlling exposure through appropriate settings or filtration while maintaining a suitable shutter speed for the intended motion, they were changing the shutter speed as the light changed.

The result was inconsistent motion rendering. Yet the client was happy.

And that raises another question.

If a client doesn't understand the technical aspects of photography or filmmaking, how can they always recognise when something hasn't been executed correctly?

Of course, clients don't need to understand frame rates, shutter angles or exposure settings. That's why they hire someone who offers those services.

And a client's satisfaction absolutely matters. But surely, as professionals, we have a responsibility to understand the craft we're charging people for? A client being happy doesn't necessarily mean the work couldn't have been better.

The Difference Between Encouragement and Education

I sometimes wonder whether social media has unintentionally blurred the line between being encouraged and being ready.

Friends and family can provide wonderful support, but they aren't always the best people to offer an objective assessment of our work. And that's not a criticism of them.

They're responding to what they see and how the image makes them feel, often without any knowledge of the technical decisions behind it.

But if we're serious about improving our photography, we need more than compliments.

• We need education.
• We need constructive feedback.
• We need to understand why something works, why something doesn't and how we can improve.

And sometimes we need someone who's prepared to tell us what we need to hear rather than what we'd like to hear. Interestingly, this is one of the areas where camera clubs can offer enormous value.

Experienced photographers, mentoring, image evaluations, technical discussions and practical learning opportunities can help people develop skills that social media likes alone cannot measure.

But that brings us full circle.

If camera clubs have this knowledge and experience to offer, why aren't more of them showcasing it on the platforms where aspiring photographers are already spending their time?

But Isn't Social Media a Nasty Place?

This is an argument I've heard repeatedly during conversations with photographers.

• "Social media is toxic."
• "People are nasty."
• "I don't want to deal with negative comments."

And yes, unpleasant people exist online. I'm certainly not suggesting otherwise. But I do wonder whether some of our perceptions are shaped by the platforms we use and the experiences we've had.

Interestingly, I've found Facebook can sometimes attract more confrontational behaviour than Instagram, TikTok or YouTube Shorts.

That's my personal experience, of course, and others may feel differently. However, through conversations with many of my connections across Instagram, TikTok and YouTube, I've discovered that I'm certainly not alone in this observation. Many have shared similar experiences, finding these platforms generally more positive and supportive, while Facebook can sometimes attract more negativity and confrontational behaviour.

But something happened recently that reinforced my perspective.

What One Viral Video Taught Me

Recently, I shared a behind-the-scenes video of a photography project I'd been planning for approximately three years.

It involved finding the right location, a phone box, minimal light pollution and a passing train to create the image I'd envisioned.

The response was extraordinary.

Within approximately 24 hours, the video had reached half a million views. A week later, it had surpassed 1.2 million on Instagram over 2.1 million on all platforms combined

There were more than 1000 comments.  And do you know how many comments I considered deliberately provocative or designed to bait a response?

Seven across all platforms. Just seven. That's less than one per cent of the comments.

The overwhelming majority were positive, encouraging, curious and genuinely interested in the creative process. People were asking questions, sharing their thoughts and enjoying seeing how the photograph came together.

Those seven negative comments? I looked at the profiles, recognised what appeared to be attempts to provoke engagement, deleted the comments and moved on.

I didn't argue. I didn't defend myself. I didn't give them the attention they appeared to be seeking.

And I certainly didn't allow seven comments to overshadow hundreds of positive interactions.

Why do we sometimes allow a handful of negative voices to carry more weight than hundreds of positive ones?

Perhaps It's Not the Platform, but How We Use It

That experience got me thinking.

Are some photographers avoiding social media because of what they've personally experienced, or because of what they've heard other people say?

And are we sometimes judging an entire platform based on a very small percentage of its users? I've found Instagram, TikTok and YouTube Shorts to be incredibly positive environments for sharing my creative work.

Of course, no platform is perfect, and experiences will vary. But I've also learned that how we engage matters.

We can choose not to respond to provocative comments. We can moderate our pages. We can block accounts when necessary. And we can focus our energy on the people who genuinely appreciate what we're creating.

I also think it's worth considering the kind of content we're putting out and the audience we're attracting.

• Are we sharing work that encourages curiosity, learning and conversation?
• Are we creating content that people genuinely want to engage with?

Or are we focusing so heavily on the potential negatives that we're missing the opportunities?

Social Media Isn't Just About Likes and Followers

This is something I feel strongly about.

Social media shouldn't simply be a competition to see who can accumulate the most followers.

• For me, it's about connection, visibility, education and opportunity.
• A behind-the-scenes video can inspire someone to pick up their camera.
• A photography tutorial can help someone understand a technique they've struggled with.
• A short video from a camera club outing could encourage someone who's never considered joining a club to attend their first meeting.
• And a potential client watching how you work might feel far more confident about hiring you.

The opportunities extend well beyond likes and views. But to benefit from them, we have to be willing to participate.

Are Camera Clubs Missing Their Greatest Opportunity?

This brings me back to my documentary.

Camera clubs have so much to offer. Knowledge, mentoring, friendships, shared experiences, practical learning and opportunities to develop creatively.

Yet I wonder how many potential members never discover these benefits because they're simply not being shown. Perhaps the challenge isn't that younger generations aren't interested in photography clubs.

Perhaps some don't know what they're missing. And perhaps the way we've traditionally promoted clubs is no longer reaching the people we need to reach.

I'm not suggesting Facebook should be abandoned or that every photographer needs an account on every platform. Different platforms serve different audiences, and that's perfectly fine.

But if we want to grow, whether as photographers, businesses or camera clubs, we need to think carefully about who we're trying to reach and where those people are spending their time.

We also need to give them a reason to become interested.

• A website can provide information.
• A social media presence can bring that information to life.

And the two can work beautifully together.

We've Changed Our Cameras. Why Haven't We Changed How We Connect?

Technology has changed photography enormously.

We've embraced digital cameras, mirrorless systems, advanced autofocus, sophisticated editing software and countless other innovations.

We've adapted how we capture and process our images.

Yet when it comes to how we share our photography, connect with audiences and promote what we do, some of us remain firmly attached to the past.

Isn't that interesting?

We've embraced the evolution of photography, but have we embraced the evolution of how people discover it?

I don't believe social media is the answer to every challenge facing photographers or camera clubs. But I do believe ignoring it entirely could mean missing valuable opportunities.

And if the survival of our camera clubs depends on attracting new generations, perhaps it's time to reconsider how they are communicating with them. Because ultimately, we can't expect people to discover us if we're not prepared to be seen.

And perhaps the most important question of all is this:

Are camera clubs struggling because younger generations have lost interest in photography communities, or because those communities haven't adapted to how younger generations connect?

It's a question I hope to explore further through my documentary.

I'd Love to Hear Your Thoughts

This is a topic I'm exploring through my documentary, and I'm genuinely interested in hearing different perspectives.

• Do you use Instagram, TikTok, Facebook or YouTube to share your photography?
• If you avoid certain platforms, what are your reasons?
• And if you're a camera club member, do you think clubs need to rethink how they promote themselves to younger generations?

I'm particularly interested in hearing from photographers across different age groups.

Perhaps the answers might surprise us all.

Would You Like to Be Part of My Documentary?

I'm currently filming a documentary exploring the future of camera clubs, the challenges they face and how photography communities are evolving across generations.

I'm keen to hear from photographers of all ages, whether you're an active camera club member, a former member or someone who's never considered joining one.

If you have experiences, opinions or insights you'd like to share, or you're interested in participating in the documentary, I'd love to hear from you.

Please get in touch. Your perspective could help shape an important conversation about the future of photography communities.