By Saleem Mubarak
As businesses around the world rush to expand their digital footprint, not everyone is convinced that social media and artificial intelligence (AI) are the silver bullets for success.
Two business owners — a photographer, John Neilson, and a floor specialist, Tom Kindred, — shared their thoughts in conversations about how online presence is changing the way they attract and retain customers.
Talking to NYC Empires, John said he does not believe that social media and artificial intelligence have a significant impact on his business.
“I think you’re really restricted by the algorithms as to who you can reach. We’re a local photographer studio, so being on social media and reaching somebody in New York doesn’t do me a bit of good,” ” he explained.
Influence of Social Media on Creative Work
When asked whether clients now try to instruct professionals after watching social media content, he replied, “No, not so much on angles and head shots. But everybody’s got their own idea about how you can grow your social media.”
He said that their business is service-based. “Social media is just one of the many forms of advertising that we use, but it doesn’t really drive people to the door. People aren’t picking up the phone and calling saying, ‘Oh, I want my head shot done.’”
He added, “It just adds to the total presence– helping make the name more visible.”
Traditional Marketing Still Matters
Despite the rise of digital tools, Neilson hasn’t abandoned traditional methods.
“We’re trying it. We’ve advertised in newspapers, run Google ads and even been listed in phone books. There’s also a variety of sponsorship programs and donations we make for local auctions.”
“The name is slowly getting out there,” he added.
“We’re better known in our local community than some of the other photographers. That’s because you have to get out and do more grips and grins. Social media alone won’t do it because you just don’t get that many local followers.”
The Impact of Artificial Intelligence
In response to a question about the effect of artificial intelligence on the industry, he said, “Oh, yes. I don’t know where it’s going to go, but you can use AI to create stuff in 60 seconds that would take two or three hours to set up in a studio.”
When asked whether AI strengthens or threatens photography, he replied, “I think it’s going to have a negative effect in the long run. You can go online and type, ‘I want a beer can in cold rushing water,’ and AI will instantly generate a five-second video.
Then why would anyone need to hire a professional photographer? You’ll see this impact mostly in product photography–not so much in portrait work. Though AI is already being used for retouching like you won’t believe and it does an excellent job. But in product photography, that’s where you’ll really see the effects of AI.”
Another Perspective: Digital Presence Strategy
When NYC Empires spoke with Tom about the importance of digital presence and social media, he said that having a digital media presence is important for attracting customers, adding, “I’m a strong believer in this strategy.”
He explained that digital presence and social media tools help with branding and keeping your logo visible locally.
Balancing Social Media and Traditional Methods
Tom admitted he was not fully aware of the reach or direct impact of social media platforms like YouTube, TikTok, and Instagram. However, he acknowledged that these platforms have a positive effect on businesses.
When asked whether traditional marketing still works, he said, “I haven’t done that in a long time. I’m sure it works for some guys.”
He also mentioned that his company has created a Google Business Profile, which helps them attract new clients. Due to his limited knowledge of managing online accounts, he said he pays someone else to handle them.
“To be honest, I’m a floor guy. I still work out in the field. So, I let him handle that stuff for me,” he said.
Author Profile
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The writer is a real estate journalist specializing in all types of New York City properties, including luxury residences, commercial spaces, and homes.
He also writes humorous articles about real estate, investors, and realtors.
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