(Let’s settle this once and for all)

When it’s time to promote mini sessions, most photographers head straight to Instagram and Facebook. Maybe a Reel. A few stories. A cute carousel with sneak peeks from last year’s setup. And don’t get me wrong, social media can absolutely help get the word out.

But here’s the real question: when it comes to actual bookings—not likes, not views, not “Omg I need to do this someday”—what channel actually converts better?

Let’s break down the pros, the limitations, and the actual data behind using email versus social media to market your mini sessions.

📨 Email Marketing: The Underrated MVP

If I had to choose only one way to launch my minis, I’d pick email. Every time. Why? Because the people on your email list asked to be there. They’re warm leads. They already know your work. And they’re waiting for the nudge to book.

Here’s why email wins:

It lands directly in their inbox without an algorithm gatekeeping your reach
It feels more personal and intentional than a generic feed post
It builds urgency faster, especially when your email sounds like a real human wrote it
You can segment your list to give early access to your VIPs

The data doesn’t lie:
📉 On Instagram, only about 6% of your followers will even see your post.
📈 With email marketing, your message reaches up to 90% of your subscribers—and around 20–30% will actually open and read it. That’s a massive difference in visibility and engagement.

Conversion tip:
Send a launch email to your list 24 hours before you post anything to social. Treat your email subscribers like your inner circle. People love getting early access. It makes them feel special, and it drives early bookings before anything goes public.

📱 Social Media: The Visibility Queen (With Major Mood Swings)

Social media definitely has its place. It’s where you build brand awareness, get your name out in the wild, and show off your personality. It’s great for creating hype and connecting with new people. But it’s not where the majority of bookings come from.

Here’s the catch:
You’re competing with memes, dog videos, and a hundred other businesses. Even your best content could get buried by the algorithm.

That said, here’s how to make social media work harder:

Use countdown stickers and polls in your stories to boost engagement
Share client testimonials and past session sneak peeks to build trust
Post behind-the-scenes Reels during setup or editing to warm people up
Link your booking page clearly in your bio or stories so it’s easy to find

Conversion tip:
Try a “comment MINI for the link” post or poll in stories. It’s a simple way to get people into your DMs or email list where you can follow up personally.

So... Which One Converts Better?

In my own business (and what I’ve seen over and over again from students), email marketing consistently converts better than social media.

My biggest booking days? Always start with a strong email.
The people who open that email? They book faster, ask fewer questions, and are more likely to come back next time.

Social media still matters. It helps fill in the gaps, keeps your business top of mind, and drives traffic to your email list or booking page. But if you’re relying on social media alone to book out your minis, you’re leaving money on the table.

Final Thoughts

You don’t have to choose one or the other, but you do need to know which one does what.

Use social to build visibility and keeps you top of mind.
Use email to drive conversions and actual sales.

If you haven’t started your email list yet, now’s the time. It doesn’t have to be fancy. It just has to be yours—because unlike your followers, you actually own your email list.

Treat your subscribers like VIPs. Warm them up all year long. Then when it’s time to launch those minis? You’ve got a ready audience that’s already listening.

Want more help writing emails that book clients without sounding pushy? Stay tuned. Or better yet—join my list so you don’t miss a thing!