Let’s start with the story of Alex Thompson, a photographer who sat in his dimly lit coffee shop, sipping his coffee and scrolling through his social media feed. He couldn’t help but feel a sense of unease. His passion for photography had always driven him to push the boundaries of his craft, but lately, he’d been struggling to keep up with the ever-changing demands of his clients.
He thought back to the day he decided to become a photographer, inspired by a friend’s wedding where the photographer’s ability to capture the joy and love in the room had left him in awe. That moment had sparked a fire within him, and he’d spent years honing his skills to become a talented photographer. But now, as he gazed out the window, he wondered what the future held for his profession.
What type of photographers would clients be looking for in 2024? Would his skills still be in demand, or would he need to adapt to stay relevant in the industry? With a determined sigh, Alex opened his laptop and began to research the trends that would shape the future of photography.
Maybe you’re like Alex, and you’re wondering what type of photographers people want to hire in 2024. In this article, we’ll explore the types of photographers that clients will be demanding this year, and what skills and qualities will be essential for success in this ever-evolving field.
Commercial Photographers
In 2024, we’ve discovered that businesses need commercial photographers who can deliver quality images for their social media and website and creatively communicate their overall brand identity using images.
The reason for this is that in the world of business marketing, a picture is worth more than a thousand words; it’s worth a thousand sales if you get it right. High-quality images are used for marketing purposes, corporate events, and branding campaigns.
Visual representation drives viewers from mere interest to actual conversion. The more compelling the image, the higher the chance of grabbing a customer’s attention. In essence, a great photograph contributes to increasing the client base of a business.
Gone are the days when businesses would slap a stock photo on their website and call it a day. Nowadays, businesses prioritize photos as much as they do their logo and website. They understand that stock photos and generic headshots just don’t cut it anymore.
So, a photographer like Alex Thompson, who used to spend hours convincing potential clients why they needed more than just a headshot without approaching such discussions from a business angle, would only end up giving the impression he was a desperate photographer, not a commercial photographer.
Following discussions online, he observed that business owners are ready to pay top dollar for quality brand photos. Photographers might find themselves struggling to find clients, but there’s a goldmine in targeting small teams and businesses larger than a solopreneur.
These clients often plan their budget at the start of the year, and they have the funds to invest in top-tier photography.
During a one-on-one coaching session with Mike Michalowicz, author of Profit First, Alex learned a nifty trick to estimate a business’s revenue. For every full-time team member, a business likely earns at least $100,000. A solo business owner might cap out at six figures, but a team of ten people? They’re pulling in a million dollars, which means a bigger budget for marketing and, you guessed it, photography.
However, to take advantage of the current demand for commercial photographers, you have to develop your ability to network with people because, without good networking, you’ll struggle to build valuable business relationships. Read this blog post to learn more about networking.
Another important aspect of commercial photography is social media. As social media apps continue to dominate people’s phones and eat up their time, content will remain king. Business owners want photographers who can deliver a variety of usable images. Whether it’s a package where downloads are limited and additional images are sold separately, or an all-inclusive gallery, the photographers who provide a plethora of images will be in higher demand. Why? Because quality images serve as content to attract potential clients on social media.
Also, in markets where content photoshoot days are trending, brand photographers can offer competitive packages. Consider a retainer package for ongoing photoshoots and recurring content. Offer clients a monthly or quarterly service to meet all their marketing needs, not just for social media but for every aspect of their brand.
So, if you’re a photographer wondering what clients want in 2024, remember this: Businesses crave compelling visuals, they’re willing to invest in quality, and the demand for diverse content is higher than ever.
Event Photographers
So, perhaps you’re a photographer who doesn’t understand the commercial side of pictures, but you’ve got a passion for capturing the smiles and laughter in every event you encounter. Then event photography is a better choice for you because, while some photographers might dread wedding and baby pictures, they’ll be your bread and butter.
Our research shows that event photographs are still very much popular in 2024. People love weddings, shows, and ceremonies of various kinds, and taking pictures at such events is all about preserving memories.
It is reported that in the United States, school pictures almost make up a $2 billion market annually, meaning parents and grandparents are eagerly investing in images of their children. In southern Nigeria, weddings are celebrated every Saturday as well as various events like parties, business functions, and burials, etc.
Also, here’s some advice from photographers in the event photography niche on online forums:
“Event photography is uber demanding, a run-‘n’-gun operation on steroids. You need to know your equipment so well it becomes an extension of your hand, eye, and brain. It’s tough shooting weddings on film with big, klutzy medium-format cameras with everything 100% manual. Modern automation can relieve some of the strain, but you still need to know your gear inside and out. Sometimes, you need to switch to full manual mode on the fly, without conscious thought.”
“Weddings, in particular, are emotionally fraught. Many brides and their families aim for the storybook wedding seen in movies. Grooms, on the other hand, tend not to care as much—it’s not sexist; it’s just a fact. By long tradition, it’s still considered the bride’s day.”
“There’s such a thing as a Bridezilla. There’s also such a thing as a Momzilla. Woe be unto you when you draw both. You’re running and gunning, frantic to keep the peace, ensuring bitterly divorced parents are never in the same room, much less the same shot, all while worrying about glitchy flash units and, heaven forbid, having no backup.”
“If you aspire to wedding photography, don’t go out on your own until you’ve worked several weddings as a gofer for an experienced photographer. Not a second shooter, not yet. The position might not even pay, but the knowledge and experience gained are priceless. Once you’ve learned the ropes, move up to second shooter. This position usually pays.”
Because you’re producing an actual product, the primary shooter can’t be everywhere at once, and the Hollywood Storybook Wedding demands multiple cameras and angles. With enough experience, you may go out on your own, maybe as a hired gun, maybe as a freelancer, or even turn full pro and look to get your own assistant and second shooter.
Also, another interesting lesson from the life of Alex Thompson is that he hadn’t shot a wedding since 1995, but his experience with weddings had spread into all other types of events. He still shot events to keep his skills honed, but weddings were still tough, and he felt he was too old to handle the stress.
However, Alex realized wedding photography is lucrative even in 2024, as weddings typically involve capturing a large number of images. So, guess what? He got some co-workers and went back to wedding photography. There you have it: being an event photographer in 2024 is super profitable.
Also, if you’re good at marketing, every event you attend will be an opportunity to shine more light on your brand. Check out this blog post to learn more about marketing yourself.
Portrait and Headshot Photographers
Most commercial and event photographers are also involved in portrait and headshot photography. It’s all about creating professional portraits for personal branding, LinkedIn profiles, and social media accounts. It remains relevant in 2024, especially with the increasing emphasis on personal branding and online presence.
As you might know, Post-COVID, many companies and organizations re-evaluated their costs and reduced budgets, forcing the workforce to become more productive and self-sufficient. This shift resulted in more people working from home or satellite offices. As a result, online presence has become a key way to communicate. To build client relationships, corporate profiles have become important to achieve authenticity.
Let’s dive into the fresh, exciting trends making waves in headshot photography for 2024:
Authentic and Relatable headshots
The quest for the perfect, flawless business headshot is taking a backseat to authenticity and relatability. This year, it’s all about embracing natural expressions, unfiltered personality, and the beauty of imperfection. Headshot photographers are moving away from heavy editing and retouching, focusing instead on capturing the genuine essence of an individual. Think less airbrushing, more real-life textures, and expressions that tell a story but still in a naturally enhanced way.
Also, the stiff corporate look is on its way out. Instead, 2024 is embracing more casual, approachable styles that reflect your everyday self. This doesn’t mean compromising on professionalism; it means choosing outfits and poses that reflect your style and the culture of your industry. Ties are likely out of trend for 2024 unless they’re modern and clean-looking. A smart-casual dress code, relaxed poses, and genuine smiles are in, making headshots more relatable and welcoming.
For most people, wave goodbye to the traditional head-on shot. Creative compositions are in, with photographers experimenting with angles, framing, and cropping to create more intriguing visuals. Think off-center compositions, close-up shots that focus on the eyes, or wide shots that incorporate movement and environment. These compositions can make a headshot more memorable and engaging. The composition depends on how the headshots are going to be used.
Environmental Headshots
Who said headshots must be confined to a studio background? 2024 is seeing a surge in environmental portraits, where the background plays a crucial role in telling the professional’s story. Whether it’s your cozy home office, a bustling city street, or a tranquil park, the setting adds depth and context to your headshot, connecting your professional image with your personal or business brand.
Gone are the days when your location limited your headshot’s background. Digital background replacement technologies are allowing for more creative freedom, enabling photographers to insert any backdrop they desire, from the serene to the spectacular. Imagine having your headshot taken in a studio, but with the magic of digital editing, you appear to be standing in an environment of your choice. This trend offers a seamless fusion of technology and artistry to meet the ever-evolving demands of personal and professional branding.
So, from these trends in 2024, you can tell that headshot photography is doing well in 2024 and will most likely continue as people build more sophisticated online brands. You should check out our merch if you’re also thinking of building a casual personal online brand.
Documentary Photography and Photojournalists
Also, in 2024, the need for visual storytelling remains strong, with documentary and photojournalistic photography used to capture real-time news. Documentary photographers and photojournalists generally work on commission: they receive specific requests from different types of media, especially from the press and online.
At the same time, photojournalists and photo reporters regularly offer their images and work to press agencies or various communication media with a view to potential publication.
Here are two examples of successful photographers in this field in 2024:
Taiwo Aina
She’s a freelance filmmaker and visual storyteller based in Lagos, Nigeria, who specializes in documenting real-life experiences. Her work often focuses on societal issues that affect people’s daily lives, with particular interest in women, agriculture, and entrepreneurship.
Her work has been published in various prestigious publications and exhibited internationally, reflecting the power and reach of impactful documentary photography.
Tshepiso Mabula
She’s a prominent documentary photographer who emphasizes that everyone has a voice in storytelling. Her journey began by capturing her environment on a phone and gradually grew into a notable career in photojournalism.
Mabula’s work is rooted in respect for her subjects, aiming to tell authentic stories while empowering those she photographs.
If you study the lives of documentary photographers, you’ll realize it’s a field of work that demands a deep sense of responsibility and awareness. It’s about capturing life’s interwoven layers over time, not just single moments.
This approach contrasts with photojournalism, which often focuses on capturing and conveying instant news. Documentary photographers provide context and depth, allowing viewers to use their intelligence and personal experiences to judge the narrative.
To start shooting documentary photography, one must begin with a genuine interest in telling stories through images. Learning from other practitioners in the field and being mindful of the power dynamics between photographer and subject are crucial. You must be respectful of your subject and aware of the photographer’s impact on the environment, which is key to capturing truthful and meaningful narratives.
Both photojournalism and documentary photography have their places, but they serve different purposes. While photojournalism delivers immediate, often sensational news, documentary photography offers a broader, deeper look into life’s complexities, encouraging a more thoughtful engagement from viewers.
Fashion and Beauty Photography
In 2024, most photographers are snapping their way to success in fashion and beauty photography. This is driven by the relentless pace of social media being maximized by fashion brands and beauty product promotions. Influencers and brands constantly post visuals on their favorite platforms, captivating audiences with striking imagery and setting new trends at breakneck speed.
Photographers who can adapt to these evolving trends, offer unique perspectives, and consistently deliver high-quality images are poised for success in this dynamic industry. The digital age has opened up vast opportunities, making it easier than ever for photographers to reach a global audience with just a click.
If you’re looking for inspiration for fashion photography, here are some of the top fashion photographers making waves in 2024:
Nick Knight: With 40 years of experience, Nick Knight remains a titan in fashion photography, known for his creative and artistic snapshots. He’s worked with top firms like Jil Sander and Tom Ford and created iconic images, such as David Bowie’s “Black Tie, White Noise” album cover.
Lina Tesch: Famous both online and offline, Lina Tesch’s dramatic and powerful photographs have garnered her around 300,000 Instagram followers. Her work with brands like Dior and Puma showcases her style and elegance, making her a standout in the industry.
A. Rrajani: Starting his career at 16, A. Rrajani is now a highly acclaimed photographer in India, with a portfolio featuring celebrities like Salman Khan and Kareena Kapoor Khan. His studio in Andheri, Mumbai, is a popular destination for high-quality fashion photography.
Sebastian Faena: At 29, this Argentinian photographer has gained a reputation for his cinematic approach to fashion photography. Based in New York, his work tells diverse stories, making him one of the most relevant photographers of the last decade.
Ellen Von Unwerth: Known for her creativity and focus on female eroticism, Ellen Von Unwerth has made a significant impact in both photography and directing, earning her a place among the top fashion photographers.
Paul Bellaart: His ability to capture humanity in its raw form, often using monochrome or atmospheric shots, has made Paul Bellaart a favorite in the fashion industry. He’s worked with brands like Marie Claire and Levi’s.
Tommy Ton: Specializing in street style, Canadian photographer Tommy Ton has collaborated with top celebrities and influencers, showcasing the most striking trends to his loyal followers.
Mario Testino: A household name in fashion photography, Mario Testino’s high-quality work is sought after by the most prestigious fashion houses and celebrities worldwide.
Inez van Lamsweerde & Vinoodh Matadin: This Dutch duo combines classic and contemporary styles in their photographs, creating unique and elegant images for brands like Valentino and Louis Vuitton.
Julia Hetta: Known for her use of natural light and romantic style, Julia Hetta’s work with major brands like Alexander McQueen and British Vogue stands out for its unusual yet fitting approach to fashion photography.
Lakin Ogunbawo: A Nigerian photographer with a studio in Ikeja, Lagos, Lakin’s bold and colorful images have a stunning visual impact, making him a key player in African fashion photography.
Namsa Leuba: With Guinean and Swiss heritage, Namsa Leuba represents African identity through a blend of documentary, fashion, and performance photography. Her work has been recognized by numerous prestigious journals and awards.
Also, check out quality photos of our merch for inspiration in your fashion photography journey.
Conclusion
The demand for photographers in 2024 spans various specialties, from commercial and event photography to fashion and beauty.
Each niche offers unique challenges and opportunities, and the key to success lies in adapting to trends, honing your craft, and consistently delivering top-quality work.
What kind of photography appeals to you the most? Have you worked with any photographers who left a lasting impression?
