The Myth of the Like
Why Institutional Validation Beats the Algorithm
In the world of modern photography, we are taught to worship at the altar of the "Like." We’re told that if we aren’t posting daily, engaging with every comment, and hacking the latest reel trends, our work effectively doesn't exist.
I’ll be the first to admit: I don't play that game. I don't share my work regularly, and when I do, the Instagram likes don't exactly come flooding in. Is that because my photography isn’t good enough? Is it because I’m not playing to the algorithm? Is it because I want to publish photos not reels? In the quiet vacuum of the feed, it’s easy to wonder if the stories I’m trying to tell are actually being heard.
Then, Tower Bridge shared my photos…
Wait what…
Yes, that iconic London location shared my photos.
I had spent a cold evening tracking the full moon as it positioned itself perfectly behind the suspension cables of London’s most famous landmark. I captured the shot, posted it, and—true to form—watched it receive the usual modest engagement. You can check that modest engagement here.
But a few days later, the official Tower Bridge account selected those photos to share with their global audience. In that moment, I felt a surge of vindication that ten thousand "likes" from strangers could never provide.
Why did it feel so different? Because it was institutional validation.
Social Proof vs. Digital Noise
Social proofing for photographers is often misunderstood. We mistake popularity for quality. But when an organization like Tower Bridge, the literal gatekeepers of that iconic view, chooses your work to represent their brand, the conversation changes.
It’s a shift from Quantity to Authority. Instagram likes are often a reflection of how well you’ve mastered a specific app's algorithm on a Tuesday afternoon. However, being curated by a landmark means your eye for detail, your technical execution, and your "story behind the frame" have met a professional standard. It’s proof that the work has a life beyond the scroll.
For me, that vindication came from the realization that my "signature shot" didn't need a viral explosion to be successful. It needed to be right.
As a photographer specializing in London walks and portraits, I tell my clients that we are looking for the narrative beneath the surface. When a major institution recognizes that narrative, it confirms that looking past the surface works. It proves that you don't need to be an "influencer" to be an influential artist.
I have to be honest though, and despite my best efforts not to focus on this, I was watching the like count go up on their post. Pleased, surprised, and quietly frustrated.
Quality Over Consistency
If you’re a photographer struggling with the "silence" of social media, remember this: the algorithm doesn't have an eye for art; it has an eye for data. Don't let a low like-count dictate the value of your portfolio.
Focus on the craft. Focus on the story. Focus on capturing shots that are so undeniable that the icons of the world can’t help but notice. When you stop chasing the likes, you leave room for the kind of validation that actually builds a legacy.
You probably want to see the photos right? Let me know what you think.
