Why Monetize At All?
This is a great question for anyone whose aspirations don’t include hustling their pants off to someday become a full time professional photographer. But, the truth is, monetization is not just about becoming a full-time professional. It is about everyone who could use a little side income. It is about funding that next big photo trip or piece of equipment. It can be about retirees having a business that utilizes a photographic passion. But, mostly, to me, it is about growing my audience size. I’ve met many hobbyist photographers who say they do not promote their work anywhere. And to me, this is sad because these people pour so much passion, time, and money into their hobby. I believe that all photographers inherently crave to have their work seen and appreciated. And in this digital age, there is no guarantee anyone will ever see your work. There isn’t going to be some big box of negatives in your attic for your descendants to find.
As a digital photographer, I know that every image I’ve made that isn’t sold, printed, or uploaded to the web in some form will most likely be lost forever after I am gone. Therefore, I print and frame my images as often as I can, and I am constantly working to reach a larger and larger audience so that my work has a life of its own, whether I make money from it or not.
This brings us back to how I got my start. I first began calling myself a professional when a large percentage of my income came from selling my photographic services. Before I felt I’d earned this designation though, I was already shooting real estate, weddings, and events around my city, as well as my own brand of street photography on medium format film. During this time, I spent many years working in a film production studio as a film editor and photographer. I was initially hired only as a film editor, but after the studio owners became aware of my side work as a photographer, they began having me shoot production stills, marketing photos, portraits for talent, creating scenic backdrops, and pretty much any other situation that called for a still image. This was a great opportunity for me, because we were working on such high profile projects, from feature films to network series to international ads. Because of this, I received photographic credits in publications like The New York Times, The Oregonian, and an array of production magazines and film festivals. And, it was around this time that I started calling myself a professional photographer, even though, at the time, I wasn’t really selling any photographic products.
Now, things are very different. For one, I no longer work in the film and television industry. And, I lean far more heavily upon selling my photographic products for my income. A great deal of my earnings comes from teaching workshops in the field, which is true for many other wildlife and travel photographers. Even renowned National Geographic photographers Franz Lanting and Steve Winter make a large portion of their income teaching workshops and giving lectures to other photographers and nature enthusiasts. Another large portion of my income comes from selling photographic licenses to businesses. I live on Costa Rica’s Osa Peninsula, and several lodges and guide services in Costa Rica pay me for the right to use my photographs in their marketing materials. The rest of my income comes from selling the occasional print and selling my services as a photographer for lodges, travel sites, and the occasional destination wedding. But I, just like you, am looking for ways to expand the range of products I offer and increase my audience size.
To do this, we are going to think about some less obvious means of, firstly, increasing your audience size, and then offering that audience the ability to purchase your products.
Increasing Your Audience Size
I think one of the most common pieces of advice you will see when googling articles on monetizing your photography is to start a blog. I know that to certain people, the word ‘blog’ might be an ugly one. In truth, I hate saying the word blog. But, just because blogging might have some annoying connotations around it does not make them valid. In truth, blogs are an incredible way of reaching out to a range of like-minded people around the globe. With the right approach, a blog can be an excellent means of both publishing your photography as well as creating content that will drive internet traffic to your website. This brings us to the first step in creating a blog…
Step 1: Start a Website
I know that most of us are not web designers. But, the great thing is that now we don’t have to be. They days of having to learn to code in HTML and CSS just to have a simple personal website are long gone, gracias a Dios! There are a range of services out there now with visual editors that makes designing a website easy and a lot more fun! I remember puling half my hair out fighting with the HTML editor in Wordspace. Now though, I use Squarespace (there are also other services out there like wix.com). My hair may not have grown back, but I enjoy updating my website now. I pay a small fee (like $120/year), and I can easily create and edit a template specifically designed as a photographic portfolio site. You can check my layout at https://ben-blankenship.com. I also encourage you to look at other photographer’s layouts to find inspiration for your own. I emulated the layout of one of my photographic idols Brent Stirton, for instance.
As you will see on my site, you don’t need much more than a few pages of your favorite photos, your contact info/social media links, and the most important part, the blog!
Step 2: Start the Blog – Pick a Direction
This article is going to be full of platitudes like this; “don’t be scared of your blog!” For one, you don’t need to write that much; you’re already a photographer! If you’re sharing images on Facebook or Instagram, you need only post those same images to your blog as well now. Your blog should definitely include some writing as well, though. When thinking of content for your blog, try and pick a specific audience you are trying to reach. For instance, if you are a wildlife photographer from the Pacific Northwest, this could be your angle. You could write about your experiences photographing the wildlife of your home region. Another great angle would be writing about one’s experiences as a retiree and photographer. Many clients I see in workshops are retirees, and there is surely an enormous audience of baby boomer photographers and photography lovers out there waiting to discover you.
The angle I am working with right now is Life on the Osa, which focuses on living in Costa Rica’s far southwest as well as working as a photographer in this remote region. As you publish your blog posts, share those posts with your friends and family as a start, via email or Facebook or word of mouth. For me, the bulk of my audience comes from expats living in Central America and those who are interested in doing so. When I first moved down here, I found a Facebook group called Gringo ExPats Living in Costa Rica. As I published posts about my experience living here, I shared my posts to that group page and others I found relating to similar topics. Pretty soon, I began receiving subscriptions, comments and shares. My audience began expanding quickly! This is how all of my photo licensing clients discovered me. They began reading my blog posts which exposed them to my wildlife photography, which they identified with and wanted to use for their own marketing purposes.
Other great types of content relate to reaching other photographers. For instance, did you buy a new lens this year? One of the most popular video types out there on YouTube are product reviews, especially open-box reviews, where you literally record yourself unpacking a new product and describing what you see. Seems silly I know, but we’ve all watched one or two right? So, when you get that new lens, camera body, tripod, or other piece of equipment, this is a great opportunity to grow your audience.
I know I said that we weren’t going to focus on social media platforms like Instagram, but we must mention it here for a moment. As we all know, Instagram is all the rage amongst photographers, and many I know rely heavily upon it as a means of sharing their work. But, consider this; Eric Kim, professional street photographer and blogger deleted his Instagram account because he said it was a distraction, even though he had over 60,000 followers! He said that, upon analyzing his web traffic, he only received maybe 20 people clicking his bio link on his home page per week. But, through his blog, he has received a huge number of professional referrals.