Sometimes all it takes is a single photo—taken at just the right moment—to reach tens of thousands of people. That’s exactly what happened with a piece of content I created for one of my clients, the Historic Gatlinburg Inn, on a snowy day in downtown Gatlinburg.
The final image ended up with over 104,000 views and reached more than 80,000 people. For a regional business like the Inn, that’s huge. Let’s break down what made this photo work, and what you might be able to apply to your own marketing efforts—especially if you’re working with a local or tourism-driven brand.
The Right Place, the Right Time
I happened to be grabbing lunch at Jason Aldean’s Kitchen in Gatlinburg when the snow started falling. I stepped out onto the balcony, looked down the Parkway, and saw a great opportunity: the Inn covered in snow, the SkyPark in the background, Christmas decorations still up, and snowflakes floating through the air.
I grabbed my Canon EOS R, used a telephoto lens to zoom in from that distance, and snapped the shot. Back inside, I pulled the image into my tablet and processed it on the spot.
Timeliness Matters
I posted the image almost immediately—at exactly 2:28 p.m. on January 3rd. I think that timeliness made all the difference. People love to see what’s happening right now, especially when it’s something unusual like snow in a tourist town.
The takeaway: If something interesting is happening around you, post about it right then. Waiting too long and missing the moment can mean the difference between a viral post and a “meh” one.
Make It Visually Interesting
The photo itself wasn’t traditional. It was heavily processed—high contrast, lots of texture, kind of a gritty, almost staticky look. I can’t even tell you exactly what filter I used, but it stood out. That’s the point. In a sea of content, you want your post to make someone stop scrolling. This image did that.
Experiment with Posting Times
Normally I post in the morning, but this one hit in the early afternoon and clearly did well. I don’t think the time of day is everything, but it’s a variable worth testing. The real key was that it was timely, local, and visually unique.
Regional Businesses Can Go Big
Even if you’re marketing a business that only serves a small area, your content can make a big splash. That one snowy photo helped the Historic Gatlinburg Inn get in front of 80,000+ people. If you run a local business—or manage social for one—don’t underestimate the power of good visuals and smart timing.
Final Thoughts
Try to make your photos pop. Look for moments that people are likely to care about. Don’t be afraid to process your photos in a bold way. And most of all—post it while it’s fresh.
Want help creating this kind of content for your business? That’s exactly what I do. Reach out at info@workmedia.net or visit workmedia.net to learn more.
Thanks for reading—and stay tuned for more stories from the road.
By the way, here is the actual photo (as opposed to the horizontal photo at the top):
