As I mentioned in my comments on podcasting, I think that video can be a useful tool in photography businesses that are selling training either as the primary product or as a product to attract potential customers for other products such as photography services.
Having said that, if the photography business does not include training, how might video be used to attract customers to buy a photographer’s services or product? One method that might be used by a wildlife or travel photographer might be to shoot and narrate a video of the place she is taking photos and create a video that shows the area and then a number of the best shots taken there. The video and the narrative might attract potential customers, and if it catches their interest, convert them into actual customers for the still photos.
A travel photographer might also collaborate with a tour operator or a tourism board to promote a travel destination and her photographs at the same time. It would have to be done very carefully, so that both parties received equal promotion, but that could be a reasonable business opportunity.
As I think about the different social media tools in relation to a photography business, I keep coming back to the question of audience. Different types of photography businesses will have different audiences that have specific needs. It seems that many of the photography businesses that are using social media are offering several kinds of products: training, photography tours and actual photography services. The type of social media that is the most suitable may be different for each product line, so that it is necessary to use several forms of social media and find ways to link them together.