Thriving in Commercial Photography: Understanding Where We Are, and Where We Are Going
What is working now, and what to look for going forward.
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Commercial photography isn’t art.
And yet it is artistic.
It is created to make an impression.
To draw attention to.
To change minds.
To influence behavior.
To create trends or to vanquish them.
To engage with humans to achieve an objective.
OK, maybe commercial photography IS straight-up art.
The ART of creative commercial photography is the soul of advertising.
It’s the visual attention-getting device commerce uses to get its message out.
And it is important.
As important as art - that fine art genre.
Today’s commercial photographer is being pulled, pushed, prodded, forced, and manipulated by forces far greater than we have ever seen.
Traditional allies become competitors, (looking at you Adobe), while entire industries exist solely on the stolen work of photographers worldwide (looking at you MidJourney et al).
But we are hearty folk, ones that won’t go quietly into the abyss of typist art.
The fight is on, and creative photographers will win.
They simply must.
The dystopian calamity of generated art will be one that will challenge civilization.
And humanity must - and will - prevail.
But let’s take a look of where we are now as we gird loins, sharpen blades, and get ready to mount those telephoto.
Who we are.
We are artisans who make photographs that work hard for businesses.
Big and small.
It’s an exciting field that blends creativity with marketing, making images pop and brands come alive. This is about grabbing attention in a world where everyone is fighting to be seen and heard.
We thrive in an environment of visual excitement, visual challenges, and the creative expectations of others.
The Wide World of Commercial Photography
We cover a lot of ground in commercial photography; product, fashion, food, buildings, and ever-evolving lifestyles. Each one has its own flavor, its own audience. And let’s not forget about the ever-starving social media—a real game changer. The need for images far outweighs the images available.
Like an army of Seymour’s screaming “Feed me," the culture demands more and more imagery to keep its metabolism from exploding.
This is what I see out there, and some ideas of where we are going next.
What’s Trending?
There's a big push for images that tell a true story. People want to see real. They want to feel good about the brands they support, thinking about the planet and genuine representation. Far less about Photoshop, far more about the subject.
Everyone’s online these days.
Photos must work for the ‘gram, TikTok, and the digital storefront.
And speaking of Instagram, it also needs more motion. Video, shorts, snippets, stop-motion, cinemagraphs. Shit’s got to move, folks. If you are not moving pixels, you are behind the curve.
Clients are demanding it, and - because we are commercial photographers - they are the ones we must listen to.
Social media isn’t just a “platform” anymore; it’s the whole playing field.
Here, pros - and amateurs - get to tell their stories and set the trends.
It’s a mixed bag, but it levels the playing field, giving everyone a shot to shake up the consumer’s world. As I said, things gotta move!
What’s Hot Right Now.
Tools of the Trade
Tech is a beast that never sleeps. We’ve got cameras that see better than our eyes and drones that take us to new heights—literally.
Of course, you need a good still camera, one that does video well.
But you should have a solid “action camera," a 360 degree camera, an underwater camera, specialty lenses, specialty bodies, and quite possibly a film camera as well.
When we are working in the visual world, we need a lot of ways to see to satisfy a lot of the demands coming our way.
New technology creates new creative possibilities, and those possibilities create artists who step up and get it done.
Making It Work: Research is Vital
Understanding the Audience:
This is key. What do people want?
What are they into?
This helps in crafting images that aren’t just seen but felt.
Digital Mastery:
It’s all digital, baby.
Whether it’s a billboard or an Instagram post, make it memorable.
This is our mandate.
What’s Hot Now
These most in-demand genres and subject matter in commercial photography currently.
Product Photography
There is a high demand for polished, eye-catching product photos for e-commerce, advertising, and social media. Key trends include:
Minimalist, clean backgrounds to make products pop
Lifestyle shots showing products in use
360-degree product views and video
Creative, conceptual product shots
Look for this demand to grow as more and more companies come on-line.
Food Photography
With the rise of food delivery apps and social media food content, food photography remains very popular. Trending styles include:
Overhead flat lay shots
Close-up texture and detail shots
Action shots of food preparation
Moody, dramatic lighting
Restaurants are having a tough go of it at this moment in time. And that means they must do more to compete for customers. Advertising and photography play a big role in that strategy.
Lifestyle Photography
Brands want authentic-looking lifestyle imagery to connect with consumers. Popular themes include:
Diverse representation of people and families
Candid, natural-looking poses and interactions
Outdoor adventure and travel scenes
Wellness and self-care imagery
Storytelling, documentary, and socially connected work will be in more demand as well. This inclusive, and accessible work will be seen and used everywhere from advertising to social media.
Social Media Content
There's a huge demand for eye-catching visuals optimized for social platforms:
Vertical video and photos for Stories/Reels
Bold, colorful imagery that stands out in feeds
Behind-the-scenes content showing brand personality
User-generated style content that feels authentic
TikTok is a major player these days, and video on YouTube has become more and more powerful.
Sustainability & Nature
With growing environmental awareness, eco-friendly and nature-focused imagery is trending:
Sustainable products and packaging
People enjoying nature responsibly
Wildlife and landscape conservation
Clean energy and green technology
This is a major force in advertising and everything from manufacturing to farm-to-table will be a growing trend in our industry.
Virtual & Augmented Reality
As VR/AR technologies advance, there's an increasing need for:
360-degree panoramic photos
3D product photography
Photorealistic CGI and composites
Expand your toolkit.
People
More and more, our likeness is important. From social media to PR, there are more and more places where we need a photo to make a difference.
Headshots
Editorial portraiture
People stories for advertising or promotion
Successful commercial photographers are adapting to these trends.
Versatility and the ability to produce both stills and video content are also highly valued.
Challenges? Sure, We Got 'Em
It’s not gonna be a walk in the park. We're talking fierce competition, sky-high client expectations, and staying on top of your pricing game. And adapting? Non-negotiable. Trends shift. Styles evolve. What worked yesterday might not work tomorrow.
My Way to Win
Relationships are gold.
Chat with your clients and get to know them. What’s their story? How can your photos help tell it? It’s about making connections that last. The more you know, the more you can offer.Never stop learning.
Photography, like all art, is a journey. Workshops, courses, you name it. Stay curious, stay hungry.Showcase your work.
Your online presence is your 24/7 gallery. Keep it fresh, keep it you.Be clear about what you offer.
Understand how packages may make sense to your clients. Simple, straightforward, no fuss. This can make a big difference.Marketing is your friend.
Use it to reach out, to speak up, and to stand out. Keep tweaking your strategy based on what the data tells you. Be consistent, and persistent.Keep getting better.
Listen to feedback, and measure your effectiveness. Adjust. Stay relevant and keep your edge sharp.
Commercial photography is a hustle, but, as we all know, it’s a rewarding one.
Book Recommendation:
This is a terrific book for photographers.
Experts often say if you want to master a skill, play an instrument, or lead in your field, you need to start early, focus hard, and log hours of practice. But research shows that early specialization is rare, not the norm.
David Epstein looked at top athletes, artists, scientists, and more. He found that generalists—those who explore multiple interests and find their passion later—are more creative, adaptable, and better at spotting connections specialists miss.
His book Range argues that inefficiency leads to success. Failing is learning. Quitters often find more fulfilling careers. In a world of specialization, those who think broadly will thrive.
I have listened to it twice now, and I highly recommend it to every photographer and creative artist in business.
When you are ready, here is how I can help you succeed.
Group Mentorship: a small group of photographers who meet to show images, work on their portfolio, and build their businesses with help from a wonderful group. Lifetime membership for one fee.
One-on-one Mentorship: You and me - working together in an intense 6-month push to get you on the way to over $30K in additional revenue. The work we lay down will help you increase and scale your business for years ahead.
Thank you for supporting my work.
Your words always resonate strongly!!