10 Tips for Advertising Model Calls

In the world of photography, consistently finding the right models is paramount to realizing your artistic vision.

While traditional avenues have their place, neglecting the potent reach of Meta Business Manager (Facebook & Instagram Ads) and Google Ads is leaving a wealth of untapped potential on the table.

Imagine a targeted stream of enthusiastic individuals, perfectly aligned with your project's aesthetic, directly responding to your call. By thinking beyond simple product promotion and instead selling an opportunity – a chance to create impactful imagery, build portfolios, and potentially earn – you can leverage these advertising giants to unlock a new era of model discovery.

Demonstrating the power of targeted advertising, a mere $140 in paid ads has enabled me to directly engage with more than 7,165 distinct accounts to date.

This isn't just about casting a wider net; it's about casting a smarter one. Get ready to ditch the scattergun approach and embrace a focused strategy.

Here are 10 essential tips to harness the dynamic capabilities of Meta and Google Ads, transforming your model search from a frustrating hurdle into a powerful engine for creative collaboration:

1. Define Your Ideal Model Persona

Before you even touch an ad platform, get crystal clear on who you're looking for and clearly define your artistic vision.

• Age Range: Are you seeking youthful energy or mature sophistication?

  
  

• Experience Level: Do you need seasoned professionals or are you open to working with beginners?

  
  

• Look & Style: What aesthetic are you aiming for (e.g., fashion-forward, natural, athletic)?

  
  

• Location: Focus your targeting on areas where potential models reside.

  
  

• Availability: Consider if you need full-day availability or just a few hours.

2. Craft Compelling Visual Ads

Instagram and Facebook are visual platforms, so your ads need to be eye-catching.

• Showcase Your Best Work: Use high-quality images from past shoots that highlight the type of models you're looking for and the style of photography you create.

• Create Short, Engaging Videos: Behind-the-scenes glimpses of your shoots or short model calls can be highly effective.

  
  

• Use Clear and Concise Text: Your ad copy should quickly convey the opportunity and what you're looking for.

  
  

• Experiment with Different Formats: Try single images, carousels showcasing a variety of your work, and engaging video ads.

  
  

3. Target Precisely on Meta

Meta's detailed targeting options are your secret weapon.

• Demographics: Target based on age, gender, and location.

• Interests: Reach individuals interested in modeling, fashion, photography, beauty, and related fields.

  
  

• Behaviors: Target users who have shown interest in casting calls or model searches.

  
  

• Lookalike Audiences: If you've had success with certain models in the past, create lookalike audiences based on their profiles to reach similar individuals.

  
  

• Custom Audiences: If you have an email list of potential models or have engaged with them on your page, you can upload this data to create custom audiences.

  
  

4. Write Enticing Ad Copy (Meta & Google)

Your ad copy needs to grab attention and clearly communicate the opportunity.

• Headline that Hooks: Start with a compelling headline like "Calling Aspiring Models," "Opportunity for Photographers Collaboration," or "Be the Face of Our Next Shoot."

  
  

• Clearly State the Opportunity: Explain what the photoshoot is for (e.g., portfolio building, editorial, commercial).

  
  

• Highlight the Benefits: What's in it for the model? Portfolio images, exposure, potential compensation (if applicable), experience?

  
  

• Include a Clear Call to Action: Tell them exactly what you want them to do (e.g., "Apply Now," "Send Your Portfolio," "Learn More").

5. Optimize Your Landing Page (Google Ads)

If your Google Ads direct users to a landing page, ensure it's specifically designed for model applications.

• Professional Design: Your landing page should reflect your brand's professionalism.

  
  

• Clear Information: Provide detailed information about the photoshoot, requirements, and what you're offering.

  
  

• Easy Application Process: Make it simple for models to apply. Use a clear form to collect essential information (name, contact details, portfolio link, measurements, experience).

  
  

• Mobile-Friendly: Ensure your landing page is responsive and easy to navigate on mobile devices.

  
  

6. Utilize Relevant Keywords (Google Ads)

For Google Ads, strategic keyword research is crucial. Think about what potential models might be searching for:

• Broad Keywords: "Model casting call," "photography jobs for models," "become a model."

  
  

• Location-Based Keywords: "Model casting [your city]," "photographers looking for models [your region]."

  
  

• Long-Tail Keywords: More specific phrases like "portfolio photoshoot opportunity for beginner models [your city]."

  
  

• Negative Keywords: Exclude irrelevant terms like "toy models" or "scale models" to refine your reach.

  
  

7. Set a Realistic Budget and Schedule

Determine how much you're willing to invest in your advertising campaigns and for how long you'll run them.

• Start Small and Test: Begin with a modest budget to test different ad creatives and targeting options.

  
  

• Monitor Performance Regularly: Track your ad metrics (impressions, clicks, conversions) to see what's working and what's not.

  
  

• Adjust Your Budget and Schedule: Based on performance, you can increase your budget or extend your campaign duration.

8. Offer Fair Compensation or Incentives

While portfolio-building opportunities can be attractive, especially for newer models, consider offering some form of compensation or incentives if your budget allows. This could include:

• Payment: Even a small fee can attract more experienced models.

  
  

• High-Quality Images for Their Portfolio: Ensure they receive a good selection of edited images.

  
  

• Exposure and Credit: Clearly credit the model in your work and tag them on social media.

  
  

• Gift Cards or Products: Depending on the nature of the shoot, relevant gifts can be a nice gesture.

  
  

9. Streamline Your Application and Communication Process

Once models start applying, have a clear and efficient system for reviewing applications and communicating with potential candidates.

• Respond Promptly: Acknowledge applications and let models know the next steps.

  
  

• Provide Clear Instructions: If you require additional information or a virtual casting call, clearly outline the process.

  
  

• Be Professional and Respectful: Treat all applicants with courtesy, even if they're not the right fit for the current project.

10. Track Your Results and Iterate

Continuously monitor the performance of your ads and analyze which strategies are yielding the best results.

• Track Conversions: Set up conversion tracking to see how many applications you're receiving from your ads.

  
  

• Analyze Demographics and Interests: Identify which audience segments are most responsive.

  
  

• A/B Test Different Ad Creatives and Copy: Experiment with variations to optimize your campaigns.

  
  

• Don't Be Afraid to Adjust: Based on your data, refine your targeting, ad copy, and budget allocation to improve your results over time.

  
  

  A Quick Guide to Google & Meta Ads

  • Search Ads: Reach individuals actively searching for modeling opportunities using relevant keywords like "model casting call [city]," "photography jobs for models," or "become a model photographer." Your text-based ads appear in Google search results.

    
    

  • Display Ads: Showcase visually appealing banner ads or image-based calls for models across Google's vast network of websites and apps. Target based on interests like fashion, beauty, and photography.

    
    

  • Video Ads (YouTube): Engage potential models with video ads showcasing your photography style, behind-the-scenes glimpses of shoots, or direct casting calls on YouTube. Target demographics and interests relevant to modeling.

    
    

  Meta Business Manager (Facebook & Instagram Ads):

  • Image/Video Ads: Visually captivate potential models with compelling photos and videos of your work or specific casting calls directly within their Facebook and Instagram feeds and stories.

    
    

  • Carousel Ads: Showcase multiple images or videos of your photography or different model looks you're seeking in a swipeable format.

    
    

  • Collection Ads: Feature a main image or video followed by several smaller product (in this case, opportunity) images, ideal for showcasing a range of your work and the type of models you collaborate with.

    
    

  • Lead Generation Ads: Collect contact information directly from interested individuals through a built-in form on Facebook and Instagram, making it easy for models to express interest.

    
    

  • Instant Experience Ads: Create immersive, full-screen experiences on mobile that can include a combination of images, videos, text, and call-to-action buttons to showcase your opportunities in detail.

  
  

By strategically utilizing Meta Business Manager and Google Ads, you can tap into a diverse pool of potential models and elevate the quality and impact of your photography. Remember to be clear about your needs, offer a compelling opportunity, and treat all applicants with professionalism. Happy shooting!