How Diversification Built a Thriving Wedding Photography Business for Nicole Back

In this episode of The Wedding Frame, Lisette Gatliff sits down with photographer and filmmaker Nicole Back of Nicole and Photo to talk about how diversification has shaped her wedding career, from starting in corporate construction management to moving into wedding planning, photography, and eventually videography. Nicole shares how working across multiple roles in the wedding industry has given her a stronger understanding of timelines, vendor collaboration, and client experience, while also helping her build a more sustainable and in demand business. She also opens up about her experience growing a multi-service brand, including why videography quickly became a major driver of bookings, how she approaches content creation, and what it looks like to manage a busy creative business with intention and systems.

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Transcript

Lisette Gatliff
 Hey everyone, we’re back for another episode of The Wedding Frame and I have a guest with me today, the wonderful Nicole Back, photographer. She’s Nicoleandphoto on Instagram. And you know what, Nicole, let’s just tell the audience right now, where else can they find you besides Instagram?

Nicole Back
 So I’m on TikTok as well. I have a Pinterest that I probably should use more, but I’ve been posting a lot on TikTok. So that’s where you can find more of my personality and more behind the scenes content. And I’m also on YouTube. On YouTube, I do a little bit more videos explaining, also some interviews. I would love to get you on my YouTube channel, Lisette. So yeah, YouTube too.

Lisette Gatliff
 Nice, nice. Okay, great, that’s great. And so for today, I want to talk about diversification because I have worked with you for a long time now. I actually met you for the first time when you were assistant planning. And since then, we have worked together in that capacity and you as a videographer and as photographers together. So I really do want to concentrate on diversification within the wedding industry.

Nicole Back
 Nice.

Lisette Gatliff
 I think that’s an important topic. I believe it’s best not to put all your eggs in one basket, you know, and I think you’re doing that so well and I would like to get more into the details of that. But before we do that, please tell me, how did you even get into wedding photography or in this industry at all? Did you start with photography? Did you start with planning?

Nicole Back
 So I started with planning and I was working a corporate job basically. My corporate job was very technical in construction management. And I am just a creative person and I love being around people. And I thought, what could I do on the weekends to get myself out of this technical job and do something fun that I could still enjoy? And I was like, well, I’m going to do wedding planning. So I just went on Yelp, researched top wedding planners in Orange County, reached out to a few of them. Only one got back to me. And at that point I was really, you could even use the word desperate for looking for opportunity in the creative industry. So I was emailing planners saying I’ll volunteer for free, I just want to get experience. And so one of the planners got back to me, shout out to Jenna Vince, Jenny Halsted. And she said not only could I use you on my team, but I’ll also pay you so you don’t have to do it for free. So that was so generous. And I started assisting her and seeing from the planner point of view how we work with vendors, how vendors work together, and watching photographers shoot weddings which then launched me into wanting to shoot weddings. And then from there, once I got into shooting weddings with photography, I was like man there’s a lot of photographers in Orange County, it’s going to be hard to differentiate myself. And so I decided why don’t I add on video, and that’s kind of the steps I took to do all three.

Lisette Gatliff
 Wow. So you started by planning and you just saw the photographers and you’re like that’s my calling too. I love it. And I think you’re an amazing photographer. The way that you shoot and edit is just very timeless. And I know that’s an overused word, but that’s definitely how I would describe you. And I’m so glad you went into photography too because you’re working more closely with couples and your personality is perfect for that.

Nicole Back
 Thank you. That means so much because obviously I respect your work and I love your style with clients too. I feel like you’re very professional, which is something I always strive for in my business. And I love the values behind how you set your business up. That means so much coming from you. But yeah, I definitely just watched other photographers. I think as a photographer you only have your own frame of reference. But I had a huge advantage because I got to watch a lot of other wedding photographers first, take bits and pieces of their style or what I liked or didn’t like, and then make it my own. So going into my first wedding I was super confident. Even if the timeline didn’t go as planned, I kind of knew how to pivot. Thankfully now most weddings have a planner or coordinator, but starting out it helped me support the couple.

Lisette Gatliff
 Going back to when you first decided to get into the wedding industry and leave your corporate job, was diversification part of that? Did it help fill your calendar so you didn’t have to rely only on photography clients?

Nicole Back
 Definitely. As soon as I started offering videography, it was a huge benefit. I was getting booked for video like 80 percent of the time. That wasn’t expected, but I’m very grateful. I was doing video way more than photo for a year or two.

Lisette Gatliff
 Did you start video because clients were asking for both, or was it because you knew there was demand?

Nicole Back
 It was mostly because there was demand. There’s not a huge supply of videographers compared to photographers, especially in Orange County, LA, Temecula, Santa Barbara. So it made bookings easier, especially when I was building my business.

Lisette Gatliff
 Have you thought about content creation as well?

Nicole Back
 Yes. I already offer it if clients ask, but I don’t advertise it. I’ll either bring in a content creator or refer one.

Lisette Gatliff
 That leads into associates. That’s what you’re describing. How do you manage that process?

Nicole Back
 It’s tricky because you’re putting your reputation on the line. I only work with associates I trust completely. Some photographers hire many associates to book more weddings, others are more selective. I’m very selective. I also explain everything to clients because they often ask to see portfolios.

Lisette Gatliff
 Do you let clients see associate work?

Nicole Back
 Yes, I used to be hesitant but now I share it. I tell them honestly if they resonate more with the associate, they should book them. I want the client to get what they connect with, and I want my associates to win too.

Lisette Gatliff
 That’s why I introduced you as wonderful Nicole. I love that community over competition mindset.

Nicole Back
 Thank you. I also explain that shooting is about 30 to 40 percent of the work and editing is 60 to 70 percent, so my portfolio is the best reference.

Lisette Gatliff
 Do you have associates meet clients?

Nicole Back
 Not usually. I handle communication, but I’ll bring them on a call if needed and I pay them for their time.

Lisette Gatliff
 How do you manage everything?

Nicole Back
 I use 17 Hats but also an Excel sheet where I track all bookings and associates. They all have access so they can see what is confirmed.

Lisette Gatliff
 That’s genius.

Nicole Back
 It keeps everything organized.

Lisette Gatliff
 Do you still have time for life outside work?

Nicole Back
 Yes, I try. My husband and I both enjoy quiet time at home. He reads, I edit. We still make time for date nights.

Lisette Gatliff
 Do you prefer shooting or editing?

Nicole Back
 I prefer shooting for photo. For video I prefer editing because it feels like storytelling.

Lisette Gatliff
 That’s interesting.

Nicole Back
 Video feels more like storytelling. Photo is more about making sure everything looks good.

Lisette Gatliff
 Do you ever tell couples to prioritize video?

Nicole Back
 Yes. I always say if you can only choose one, choose video.

Lisette Gatliff
 That’s bold.

Nicole Back
 But I truly believe it. Video brings you back to the day in a different way.

Lisette Gatliff
 Okay, final topic. What is the biggest benefit of diversification?

Nicole Back
 It gives me perspective in every role. As a planner, photographer, and videographer, I understand how each vendor thinks and works, which helps me collaborate better.

Lisette Gatliff
 Last question, what advice do you have for building an associate team?

Nicole Back
 Trust is number one. Second shoot for them first. Be clear with expectations. Pay them well. Respect their time. Check in often. And make sure you genuinely trust their work because you are putting your reputation on the line.

Lisette Gatliff
 Amazing.

Nicole Back
 Also, don’t stop learning. Even second shooting helps you grow.

Lisette Gatliff
 I agree.

Nicole Back
 You can always learn something new at every wedding.

Lisette Gatliff
 Where can people find you?

Nicole Back
 Instagram for portfolio, TikTok for behind the scenes, YouTube for more long form content.

Lisette Gatliff
 Perfect. Thank you so much.

Nicole Back
 Thank you for having me.