If you’re serious about growing your senior portrait business, it’s time to stop chasing ads that barely reach today’s teens—and start using the ultimate marketing weapon: an Influencer Team. Let’s be honest: senior portrait marketing isn’t what it used to be. Three to five years ago, Facebook and Instagram ads were gold. Post a few images, throw some dollars behind a boost, and your calendar starts to fill. Today? Not so much. Gen Z doesn’t trust traditional advertising. They trust each other. They’re fluent in TikTok trends, obsessed with aesthetics, and fiercely loyal to their friend circles. So if you want to connect with them, you’ve got to go through them.
And that’s where your Senior Influencer Team comes in.
This past week Brandy and I were honored to be sponsored by 17hats as we spoke on this topic at the annual Shutterfest Conference in St. Louis. In our 90-minute lecture class, we went through the ins and outs of how we started our Influencer team and how we currently run that team to help bring referrals into our Senior Portrait Studio.
Whether you call them influencers, ambassadors, or models—this team is the most powerful marketing tool you’ll ever build. Why? Because it turns your clients into your megaphone. It multiplies your reach, boosts your bookings, and builds your brand from the inside out.
We’ve built our business around this strategy. And now we’re giving you the playbook.
Ready to start your team from scratch? Let’s dive in.
Why Build a Senior Influencer Team?
Let’s start with the why—because this isn’t just a trend. It’s a response to a real shift in how Gen Z operates.
1. Social Proof is Everything
Today’s teens are digital natives. They scroll, swipe, and size up brands at lightning speed. But what stops them? Their friends’ photos.
When they see someone they know getting amazing images, having fun, and tagging your studio, it sends a powerful message:
“This is where people like me go.”
That’s social proof. And it’s 10x more powerful than a paid ad.
2. You Can’t Market to Seniors the Old Way
Social media platforms have made it harder and harder to directly target under-18 users. Even if you try running ads, you’re likely marketing to parents at best—and wasting money at worst.
An influencer team works around that. It’s organic. It’s peer-driven. And it gets right in front of the people who matter.
3. It Makes You The Studio Everyone Talks About
Every town has “that” senior photographer. The one whose work is everywhere. The one the cool kids book.
An influencer team is how you become that studio.
Step 1: Design an Experience They Want to Be Part Of
Let’s be clear: your influencer team isn’t just about free photos. It’s a program. A community. A vibe.
And it all starts with exclusivity.
Open Applications
Launch your applications in February. Create a dedicated page on your site with program details and a short form. Use language that makes it feel like a big deal.
(Example: “Spots are limited. Only the most excited, driven, and outgoing seniors will make the cut!”)
This isn’t just about collecting names—it’s about creating demand.
Host In-Person Interviews
Yep, we make every applicant come in—with a parent. Why?
- It shows commitment.
- It lets us screen for personality fit.
- It gives us a chance to photograph them on the spot.
We use that quick photo for our team announcements on social. It’s instant content, and it makes the senior feel like a star from day one.
Step 2: Recruit Like a Pro
If you’re thinking, “But I don’t have any seniors booked yet…” — don’t sweat it. We’ve all been there.
Here are five ways to find your founding team:
1. Tap Your Existing Network
Ask friends, past clients, or family if they know any high school juniors or seniors. You’d be surprised how fast the word spreads.
2. Use Instagram Strategically
Search hashtags like #ClassOf2026 and #YourTownSeniors. Follow public accounts, leave authentic comments, and start posting about your program. Tag those students and let curiosity do the rest.
3. Partner with Local Businesses
Many prom dress shops, salons, or boutiques already have teen audiences. Collaborate on mini shoots or offer influencer perks in exchange for cross-promotion.
4. Get Creative with Promotions
Try a “Nominate a Friend” contest. Or run a giveaway where entry requires tagging other local teens. Every tag is a potential team member.
5. Start Younger
Don’t sleep on freshmen or sophomores. They may not be ready for portraits yet, but planting the seed early gives you future loyal clients.
Step 3: Create a VIP Experience Worth Sharing
This is the fun part. Your team should feel like they’re part of something exclusive—and totally worth talking about.
The Influencer Session
Each team member gets a full senior session, but with extra perks:
- Longer shoot time
- More outfits and locations
- Hair and makeup included
- Priority scheduling
Pro Tip: Schedule these in March or April so you have marketing content ready to go before summer.
Group Sessions (That Aren’t Just for Them—They’re for YOU)
Plan 3–4 group shoots throughout the year, themed by season or occasion (fall flannel, Christmas PJs, summer pool party, etc.). These shoots:
- Create your seasonal content
- Give your team more to share
- Strengthen their bond with you and each other
Keep it simple: 2–3 individual shots, then focus on group images. And always make sure you deliver ready-to-post assets—formatted for Instagram, TikTok, and Stories.
Step 4: Reward Referrals the Right Way
Let’s talk incentives. We’ve tried it all—free prints, contests, scholarships—and learned what works (and what doesn’t).
What Didn’t Work:
- Referral “goals” backfire when parents delay purchases. When we gave our influencers a goal of five referrals in order to get free products, it seemed like a good idea, but parents would wait to purchase photos until after the goal deadline to see if they would receive their free prints, but if they didn’t initially order, they didn’t have anything to share with their friends other than social media posts. I want my clients to show their friends that they bought products!
- Contests fizzle out when one clear winner emerges. There’s always going to be ONE of the influencers who is the most popular of the group. And let’s face it…teenage girls aren’t generally the most competitive bunch out there. So, when we decided to switch to a competition-style reward. The front runner would work until she took the lead, and then all the other girls would stop trying to get referrals because they felt like the front runner was going to win anyway.
- Scholarships sound great, but Gen Z prefers now over maybe later. Don’t we all? Money for college sounds great, but they also need money for a prom dress, date nights, and homecoming tickets.
What Works:
A $50 Amazon Gift Card for every single referral.
Every booked and completed client your influencer brings in = $50 in their pocket. Simple. Immediate. Scalable.
It’s basically an affiliate program—something Gen Z already understands. And it motivates everyone, not just the most popular team member.
We’re happy to give up part of our session fee to get a new client booked—and excited.
Step 5: Systematize It with a Workflow That Works
Here’s the truth: building an influencer team from scratch can be overwhelming—if you try to DIY the whole thing.
That’s why we built our Senior Influencer Team Workflow. It includes:
- Application templates
- Interview questions
- Session prep emails
- Social media post scripts
- Referral tracking tools
- Reward system breakdown
- Group shoot planner
- And more…
This is everything we use in our own studio—and it’s available now in the 17hats Marketplace.
Final Thoughts: You Don’t Need to Be “Big” to Get Started
You don’t need thousands of followers. You don’t need a studio packed with bookings.
You just need a clear plan, a commitment to show up, and a strategy that meets Gen Z where they are.
An influencer team doesn’t just boost your business—it builds a culture around it. It gives your studio a face, a presence, and a loyal following that grows year after year.
If you’re ready to take your senior portrait business from struggling to unstoppable, this is your move.
Ready to Build Your Dream Team?
We’ve taken all the guesswork out for you. Applications, interview questions, marketing templates—it’s all inside our proven system.
If you want to get started immediately and have your Influencer Team ready before next school year heats up, check out The Grondes’ Senior Influencer Team Workflow—available now at the 17hats Marketplace.
It’s time to stop blending in—and start being the studio everyone is talking about.
