Should I Post My Work Online or Just Build Referrals
There comes a point where every filmmaker asks it—do I need to show up online, or can I just keep letting my work speak for itself?
Referrals are powerful. They’ve likely carried you further than you expected. A solid recommendation from a past client or friend often lands more gigs than any Instagram reel ever could.
But in 2025, the landscape is layered. Visibility doesn’t look the same for everyone. Let’s unpack the balance.
The Power of Referrals
Referrals are built on trust. They come with context, reputation, and usually a warm lead. You’re not convincing someone you’re legit—they’re already bought in.
If you’ve been in the game a while, referrals might carry your whole business. But relying on them alone can also make your growth inconsistent. It becomes a question of how often people think of you when they hear about an opportunity.
If your name isn’t being said in rooms you can’t enter yet, it’s time to build awareness.
Why Online Presence Still Matters
It’s not about becoming an influencer. It’s about giving your future clients or collaborators somewhere to land.
Even referral-based clients are going to Google you. Or check your Instagram. Or scroll your Vimeo. If there’s nothing there—or if what’s there doesn’t reflect your current level of work—it creates friction. People need something to showtheir teams, or justify hiring you.
Your online presence doesn’t have to be loud. It just has to be accurate.
When Posting Isn’t Worth It
If the pressure to post constantly is stealing your creative energy, it’s okay to pause. You don’t need to post every day or even every week. You don’t need to keep up with trends that don’t fit your voice.
Online content should support your work, not distract from it. If you’re deep in a project or a season of quiet growth, don’t feel guilty for going offline.
But make sure that when someone does search for you, there’s at least one strong place where your current work and values live.
How to Build Thoughtfully
Create a portfolio site — even a simple one-pager that showcases recent work and how to contact you.
Use social media as a library, not a diary — don’t post for algorithms; post for legacy. Share what you’re proud of, not what’s trendy.
Curate your highlights — one strong project reel can speak louder than months of filler content.
Final Thought
Posting online and growing through referrals aren’t opposites—they’re allies. One is the echo, the other is the introduction.
Let your work travel through both doors. Build trust offline, and build awareness online. Do it at your pace, with your voice, in a way that keeps your integrity intact. That’s how you stay visible without selling out.
