No, You Didn’t Read That Number Wrong: This is Why Photography is Expensive
Got a case of sticker shock after seeing your local photographer's rates online?
As much as you may wish that we’re about to tell you that a high price tag is an outlier and you should run the other way, we have to let you down here. Running a photography business (much like any other small business) is expensive, and we realize that from the outside looking in, most people don’t know how much it takes or costs to be a professional photographer.
A lot of time and investments go down behind the scenes of top-notch photographers’ processes, and understanding them may help you wrap your head around the price you’re paying for your glossy shots.
So before you launch off any of the following questions to a photographer of interest…
“Is it always this much?”
“Do you have any smaller packages?”
“Can I have a discount?”
… Hold off on that and continue reading to learn more about the cost of doing business for the average photographer to gain a better idea and, hopefully, appreciation of what’s all included in that price tag and why your investment is worthwhile!
When you click “Book” on your next photo shoot, here’s what’s REALLY included in that price tag:
1. BUSINESS COSTS
Equipment and software are examples of just two mandatory costs of running a photography business.
Let’s start with the basics. When you ask most photographers, why sessions are so expensive, the cost of professional gear is usually the top answer because 90% of us have paid an arm and a leg for all the equipment accumulated over time.
We don’t just pay for a single camera and lens, and that’s all, and even if we did, a camera lens on its own could go for $1000+. Every photographer has a gear kit that includes the necessities like SD cards, flashes, and camera lenses. And while that doesn’t sound like much, it’s not uncommon for photographers’ bags to hold equipment that all together is worth upwards of $25,000!
That ballpark doesn’t even include the equipment that’s needed for all the other parts of the photography process like retouching either. Just think about: The software to edit the files on, a fancy computer, and external hard drives can seriously run up a bill that costs $7000-$15,000—and for equipment that will eventually need replacing, too. So before we can even pay ourselves, we photographers know we need to make x amount of money a year just to pay for new equipment or upgrade old gear when the inevitable wear and tear happens.
There truly is so much that goes into sustaining small businesses, and so when you eye a photographer’s rates, know that we set our prices with at least two things in mind: how much it costs to deliver the best services and how much it costs for us to really live. Of course, we want to do both, so as our business grows, ultimately, so will our expenses.
2. HIDDEN HOURS
Time spent on unseen tasks such as planning and retouching is factored into prices.
Just because you may only see your photographer during the actual photoshoot doesn’t mean that’s the only time they’re working on your project. Nope! You’ve essentially bought our skills and photography brains for at least 10+ hours of work to make our magic for you.
It takes time to plan out sessions, set up the shoot, take the photos, and break down the set. And editing an entire gallery can take hours upon hours to get everything just right for our client! So there’s a lot more at play than what a photographer may spell out on their website.
That photographer you hire is truly more than a photographer. We’re the art director, strategists, prop manager, costume designer, and the person who wants to deliver memories you will cherish! Business owners always talk about wearing tons of hats, but seriously—we’re raining in them because that’s just what it takes to get it all done.
3. UPKEEP OF A SMALL BUSINESS
It costs to run a business and a family.
And who said running a small photography business was easy or free? Unlike full-fledged agencies or companies, most photographers likely invest in software and services that help with invoicing, onboarding, accounting, taxes, and other backend system processes. And speaking of taxes, we have to set aside 30% of our income as self-employed workers, which, trust us, can easily feel soul-crushing at times.
Remember what we said in the beginning about running a small business of any kind isn’t cheap? This is the prime difference between a hobbyist photographer and a professional. As small business owners, we need our photography work to pay for rent, food, health insurance, taxes, and more! Because there is no other primary income to support our costs of living, we have to price accordingly to make a real living. Whereas on the flip side, photographers who only do the job on the side can afford to charge lower rates since this work isn’t their primary source of income.
4. ARTISTRY
Creative works that you’ll use time and time again are valuable.
Most professional photographers have been perfecting their craft for years, and it’s important to keep in mind that you aren’t just paying for a photo but rather its value and the value the photographer brings as the artist.
A high-quality photo taken by a great photographer could help you land new clients or express your credibility to a room full of people, and that, friends, is part of the price you pay. Plus, let’s not forget that photography is an art form, so it isn’t always even about hiring the photographer who went to the best school or knows all the technical terms.
The foundational skills of photography are essential, of course, but every photographer has a unique eye and creative process that’s really hard to put a price on. You’ll be hard-pressed to find two photographers with 100% identical editing or shooting style. And chances are if you’ve worked with us before, there was likely something that stuck out to you about our work that made you reach out!
See? That’s the value of our artistry working its magic!
5. EXPERIENCE
High-quality photos come from experienced photographers who invest a lot into their craft.
Finally, this last point touches a bit on the one above. And here’s the main idea: you want to work with a professional photographer for a reason, and that reason is to receive high-quality photos that you frankly can’t get elsewhere.
The learning process is never over as a photographer, and we’re always sharpening our skills and looking for ways to be better. So whether it’s through a continuing education course or a networking group, or a good old-fashioned book, our goal is to keep learning as much as we can to stay on top of the latest industry trend and perfect our niche craft!
Final verdict:
Professional photographers are expensive, but NOT hiring one can be even more costly.
We know photography rates can be surprising. But hopefully, this post helped you see that hiring a professional photographer means receiving professional experience, and it’s one of those services that’s wise to approach with a “you get what you pay for” attitude.
Especially since there is no organization that regulates the industry or any certification required to do the work, anyone can pick up the camera and call themselves a photographer. But, after reading about the true costs of running a photography business, you’re probably a pro right now at discerning the difference between a hobbyist and a professional!
At the end of the day, we’re people who need to make a living just like you, so we do our best to cut costs where we can but pay ourselves what we need. And like most other small business owners and freelancers out there, we’re just trying to make a living doing what we love, and it’s as simple as that.
So with all that said, finding photographers with a style you enjoy and who can take your vision and give life to it IS a valuable experience, and so when you find the right ones, hold on to them!
READY TO INVEST IN YOURSELF?
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