Social Media Marketing
Klicpic is a Bangalore-based professional photography studio specialising in the moments that parents want to hold onto forever, including maternity shoots, newborn photography, baby and toddler sessions, birthday shoots, and pre-wedding photography.
What separates them from a generic photography business is specificity. They have a dedicated studio with professional props and setups, a team trained in infant and maternity photography, and the ability to shoot both indoors and in natural outdoor settings. They have since expanded from their Bangalore base to Pune and Hyderabad, a growth arc that social media had a direct hand in enabling.
They came to Justwords for social media marketing in September 2023 as an existing SEO client. Our work was already delivering. That’s why when it was time to build their social media, they didn’t go looking; they stayed.
Here’s what was happening before Justwords took over social.
Klicpic had a previous agency managing their accounts. Posts were going up regularly. But the content was essentially a photo gallery. Beautiful images were being published without strategy, without emotional framing, and without any real reason for a stranger to stop, feel something, and take action.
The result: reach without resonance. Traffic that didn’t convert. An audience that wasn’t growing.
But there was a deeper problem underneath that one. Maternity and newborn photography in India, particularly for a middle-class audience in Bangalore, wasn’t yet a firmly established habit. People didn’t automatically budget for it. They didn’t always know when to book, what to wear, what to expect, or even whether a photoshoot was something they “should” do. The demand existed, but it was latent. It needed to be created as much as captured.
That changed everything. It was a demand-generation problem dressed as a social media problem.
Lead with emotion.
The instinct for a photography studio is to post stunning photos and let the work speak for itself. That’s not wrong, but it’s incomplete. Someone who sees a beautiful maternity photo and thinks “nice” is not the same as someone who sees it and thinks “I need to do this.”
The gap between those two responses is emotion. We made a deliberate decision to make emotional storytelling the primary content engine. That meant not just showcasing what a shoot looks like, but why it matters. Why these moments, once passed, cannot be recreated. Why a photo on a phone is not the same as a professionally captured image of your child at three weeks old. The content was persuasive at a deeper level.
Go to where the questions already exist, then answer them publicly.
Instead of guessing what the audience wanted to know, we went and found out. Reddit communities, parenting forums, pregnancy groups – we searched for real discussions around maternity photoshoots and newborn photography and identified what people were actually asking:
These were real doubts people had. Doubts that, if left unanswered, became reasons not to book. We turned each of them into content. The effect: a stranger lands on Klicpic’s Instagram and finds answers to questions they were already quietly asking. That’s trust building at play.
Find the audience segment the client hadn’t thought of.
During the strategy process, we identified a niche that Klicpic itself hadn’t explicitly targeted: mothers doing a maternity shoot for the second time.
This is a specific, emotionally motivated group. Maybe they missed it with their first pregnancy. Maybe the photos didn’t turn out the way they hoped. Maybe they simply know more now about what they want. Whatever the reason, this audience arrives with pre-existing intent and zero need for education on why a photoshoot matters. They already know. We created content specifically for them, and the client acknowledged it was an audience they hadn’t considered.
Narrate from the baby’s perspective.
One of the content angles that performed consistently well was flipping the POV entirely. Instead of the mother deciding whether to do a photoshoot, the content told the story from the baby’s imagined perspective. The idea that when they are older, they won’t want to have missed those first weeks of their life undocumented. It’s a simple reframe, but it worked precisely because it bypassed the rational decision-making process and went straight to the emotional one.
Use contests to solve an engagement problem.
Engagement on the page was growing, but it was passive. People were watching, but not participating. We adapted a contest framework that had worked well for another client and applied it to Klicpic’s audience. The mechanism was simple and high-relevance: submit your own maternity photograph, and the winner receives a professionally framed print delivered to their door.
It worked for two reasons. First, the prize was perfectly matched to the audience – a framed photograph means something to a mother who just had a baby. Second, it turned the audience into participants. People who enter a contest, comment, share, and wait for the result are far more invested than passive scrollers.
Audience Targeting
Primary: Women aged 25–34, Bangalore-based, pregnant or with newborns up to 10 years old. Middle-class households, digitally active, making considered purchase decisions.
Secondary: A niche we identified ourselves. Second-time mothers with specific, high-intent booking motivations.
Content Formats
Content Pillars
From September 2023 to May 2026, the numbers told a clear story.
Photography is a visually obvious category for Instagram. The challenge is making someone who’s never considered a maternity photoshoot decide they want one. That requires understanding the psychology of the decision, not just the aesthetics of the output.
The most important work we did for Klicpic was upstream of the content itself: the Reddit research that revealed real objections, the identification of the second-time-mother segment, the decision to narrate from the baby’s point of view. Those are strategic choices. The content followed from the strategy. The results followed from the content.
Over two and a half years, Klicpic has gone from a photography studio with a modest social presence to one of Bangalore’s most followed studios in its category, now operating across three cities. Social media didn’t cause that expansion. But it created the visibility, the trust, and the audience that made it possible.
Photography, wellness, education, hospitality are the kinds of categories where everyone’s content looks similar and almost none of it converts. The brands that break through are the ones that understand why their audience hesitates, and address it directly. That’s the work we do.
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