Case Study – Photographers

How To Attract Luxury Clients Using Social Media Marketing with Anastasia Woolmington of Serenity Photography

Learn the secrets to attracting luxury clients with wedding photographer Anastasia Woolmington of Serenity Photography.

Wedding days are a milestone moment for couples. Picking the right suppliers is no easy task, especially when it comes to selecting high-value service providers like who will be your wedding photographer.

One of the best ways to build relationships with potential clients and showcase your style and skills as a wedding photographer is by building an active social media presence.

Want to learn from someone who has done it all before and even cracked the luxury, high-end market? We sat down with Anastasia Woolmington, founder of Serenity Photography, to unpack her own social media strategy and gather her top tips for other wedding photographers.

Anastasia’s journey to luxury wedding photography

A true creative, Anastasia’s journey to photography started early in life. “I began by capturing landscapes at just nine years old, which led to majoring in photojournalism and winning a national photography competition at seventeen,” Anastasia explains.

After a few twists and turns, Serenity Photography was born. Soon, Anastasia’s focus shifted from landscapes to love stories, sparked by a close friend asking her to capture their wedding.

That experience sparked a newfound love for capturing wedding moments, and I’ve been dedicated to it ever since. Serenity Photography perfectly encapsulates my approach to weddings, aiming to bring a sense of peace to the often chaotic and emotional day, ensuring my clients feel comfortable and at ease.


Anastasia Woolmington

Founder of Serenity Photography

Over the past 13 years, Serenity Photography has grown to be a world-renowned luxury photography studio. Based on the East Coast of Australia, Anastasia and her team can be found jetsetting across Australia, Europe and beyond. In fact, Anastasia has been named one of the top wedding photographers by Vogue, the Royal Photographic Society, and even won the prize for International Wedding Photographer of the Year.

Building a high-performing social media strategy as a wedding photographer

A key factor in Anastasia’s success has been showing up consistently and curating a distinctive aesthetic throughout her social media marketing. As a visual-first platform, Instagram has been her primary focus and has allowed her to attract a luxury client base that values aesthetic consistency.

Through her efforts on Instagram, Anastasia has secured collaborations with luxury brands and caught the attention of her ideal clients by resharing her features in reputable industry publications.

I aim to create a compelling social media presence that attracts fashion-forward couples looking for a destination wedding photographer who shares their sense of style and adventure.


Anastasia Woolmington

Founder of Serenity Photography

So, how has Serenity Photography designed a social media strategy that attracts luxury, high-end clients?

  • Using Instagram as a visual portfolio
    “I showcase my best work from international weddings, highlighting the elegance and luxury of my client’s special days.”
  • Sharing life behind the lens
    “I incorporate videos, such as behind-the-scenes footage and client testimonials, to add variety to my feed. I also utilize Instagram Stories and Reels to share more casual, behind-the-scenes content and engage with my audience in real-time.”
  • Focusing on authentic storytelling
    “My social media strategy as a destination wedding photographer specializing in fashion-forward couples emphasizes my unique style and expertise. I share stories and photos of fashion-forward couples, showcasing my ability to capture their personalities and style.”

How Plann has helped Anastasia show up consistently on social media

During busy periods (like wedding season), photographers like Anastasia rarely have time to manually post social meida content on the go. That’s why Serenity Photography turned to Plann three years ago to make it easy and effortless to maintain a consistent, intentional Instagram presence.

With clients based in various time zones across the globe, leveraging Plann’s social media scheduling suite makes it easy for Anastasia to reach her international audience and discover the best times to post in the US and Europe (without having to wake up in the middle of the night in Australia!).

With Plann’s advanced analytics tools, Anastasia has also been able to dig into the performance of her content to refine her social media strategy and double-down on topics that her audience are interested in, helping to boost website traffic and increase new client enquiries, too.

By planning and scheduling my posts in advance, I’ve been able to ensure a steady stream of content that keeps my audience engaged and interested.


Anastasia Woolmington

Founder of Serenity Photography

Anastasia’s top tips for attracting high-end clients through social media marketing

Are you a wedding photographer looking to cut through the noise on social media? Learn from someone who has done it all before and dive into Anastasia’s top tips for reaching high-end end clients on social media:

  • Prioritize brand consistency
    “Ensure that your branding elements, such as color schemes and typography, remain uniform across all platforms. This cohesive approach not only reinforces your brand identity but also resonates better with your target audience.”
  • Mix up your content themes
    “The content you share should be engaging and diverse. Alongside your stunning photographs, offer your audience insights into your creative process and personal anecdotes. This not only adds depth to your content but also fosters a stronger connection with your audience.”
  • Spark two-way conversations
    “Active engagement with your audience is essential. Responding promptly to comments and messages demonstrates your commitment to customer service and builds trust with your followers.”
  • Experiment with interactive content formats
    “Utilize Instagram’s interactive features, such as Stories and Reels, to showcase your work in a more dynamic manner. These tools not only enhance the visual appeal of your feed but also provide an opportunity to engage with your audience on a more personal level.”
  • Join forces with others
    “Consider collaborating with influencers or brands that align with your aesthetic and values. These partnerships can help you reach a wider audience and enhance your brand’s credibility.”

If there is one thing Anastasia recommends photographers focus on in their social media content, it would be authenticity,

Authenticity not only humanizes your brand but also sets you apart from the competition. It allows you to showcase your unique voice, perspective, and creative process, which can be incredibly appealing to your audience. Moreover, authenticity breeds authenticity – when you are genuine in your interactions, you invite your audience to do the same, creating a community built on trust and mutual respect.


Anastasia Woolmington

Founder of Serenity Photography

👋 Hey, photographers! Are you ready to kick-start your social media marketing? Take the confusion and guesswork out of what to post with this FREE 30-day content calendar, tailored to photographers just like you.



Anastasia Woolmington


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