Raise your hand if you’ve ever felt like you’re shouting into the void trying to grow your audience. 🙋♀️ You’re creating content, trying all the “right” hashtags, maybe even dabbling in reels—and still hearing… crickets.
Friend, let me let you in on a little marketing magic trick: BOPA.
What’s that, you ask? It stands for Borrowing Other People’s Audiences—and it’s the smart girl’s shortcut to growing your photography business without burning yourself out creating content 24/7.
Let’s break down what BOPA is, why it works, and how you can start using it this week to reach more of the right people (without trying to become an Instagram influencer). 😉
What Is BOPA (and Why Should You Care)?
BOPA = marketing through collaboration. Instead of trying to build your audience brick-by-brick, you tap into someone else’s audience who already knows, likes, and trusts them.
And when they introduce you to their audience? That trust gets passed to you. Boom—warm leads, brand visibility, and new clients without you having to start from zero.
Why It Works for Photographers
As a photographer, you’re not just selling pretty pictures—you’re selling a personal, emotional experience. So the people most likely to book with you are the ones who’ve already seen someone else vouch for you.
And the best way to do that? Get in front of other business owners who serve your dream clients.
BOPA in Action: Who You Can Collaborate With
Here’s the key: Find businesses that already serve your ideal client, but aren’t in competition with you.
🎯 Let’s say you’re a…
✨ Family Photographer:
- Children’s boutiques or clothing stores
- Preschools, daycare centers, or kids’ gyms
- Pediatricians or family wellness offices
- Birthday party planners
- Local toy stores or play cafes
✨ Wedding Photographer:
- Bridal shops and wedding planners
- Florists, venues, hair & makeup artists
- Stationery designers or calligraphers
- Caterers or bakers
✨ Branding Photographer:
- Business coaches or consultants
- Coworking spaces
- Local lifestyle brands or boutiques
- Website designers or social media managers
You’re looking for businesses that are already gathering your dream clients—and you’re going to show up in those spaces as the photographer they didn’t know they needed.
5 Ways to Borrow Audiences (Without Feeling Sleazy)
You don’t have to go all cold-pitch-salesy here. Think relationship-first, value-forward. Here’s how:
1️⃣ Co-Host a Giveaway
Team up with a local business and offer a joint prize (like a mini session + gift card to their store). Each business promotes it to their own audience = double the exposure.
2️⃣ Do a Styled Shoot or Brand Collab
Partner with a boutique or brand to create photos featuring their products. You both get content, and they’ll tag and promote you to their audience.
3️⃣ Guest Expert Content
Offer to write a blog post or email feature for their audience: “5 Tips for Planning a Stress-Free Family Photo Session” or “How to Choose the Right Branding Photos for Your Business.”
4️⃣ Go Live or Host a Workshop Together
Host an in-person or virtual event (mini content strategy class, wardrobe styling for photo shoots, etc.) where both of you promote to your audiences.
5️⃣ Referral Partnerships
Set up a simple referral system with a few key businesses—like offering $50 off for any client they send your way, and vice versa.
Work Smarter, Not Louder
The next time you feel like your marketing efforts aren’t moving the needle, remember this: You don’t have to go it alone.
BOPA is all about working smarter—building connections, offering value, and getting in front of warm audiences who are already primed to love what you do.
So go ahead and make that list of 5 dream businesses you’d love to partner with. Send the DM. Start the convo. Offer the value. And watch your visibility (and bookings!) grow. 🙌
you said: