OP, look into digital content marketing, because that’s what you’re doing. it’s an entire industry that unfortunately requires money or a lot of individual talent to get a good handle on.
start by reaching out to similar websites or key people you want using your website and build a network. understand your target and niche. leverage social media. put in the work early to optimize SEO so your site appears for people who search for it and related terms because that’s your biggest enemy. buy advertising spots if your research finds it’s useful.
I don’t think there’s a one size fits all solution. You could advertise. You could also promote some of your photos on other social media, and hope that people check out the linked site. If the content and the UX is good, some of those people will probably stay.
Generally, times are hard for independent sites, though.
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