Once you’ve determined the desired marketplace where you want to target merchant customers, it’s important to decide what category of customers you’ll be catering to. Deciding on the kinds of products you’d like to photograph could ultimately change your business model completely, so think about this process carefully. To get you started, here’s a basic picture of how the market works:
It’s relatively easy to break into the low end of the market without an industry reputation. However, the higher you go up the pyramid, the more you will need a reputation and referral power. Some industries, such as food, really only exist at the higher end of the market. This should be heavily considered when you’re deciding what kinds of products to shoot. Here’s a basic breakdown of the main categories:
Kitchen and Lifestyle
Kitchen Products are plentiful on platforms like Amazon, especially on the low-end. This is a very good market to start with, as it’s easy to break into and the shoots are typically not too difficult. Be careful when shooting glass and white products, though, as you may end up spending a lot more time on these shoots for not a lot of return.
Interestingly enough, clothing tends to be a harder market to break into. You can’t quite waltz into doing a good job on a clothing shoot, as this category often requires the process to be automated down to a science. Many clients want things like the invisible body effect, which necessitates special editing expertise and a specific shooting setup. Consider either going into this market exclusively to begin with or working your way up to it.
Tech products are a lot of fun to shoot, but don’t really exist in the low-end market. You may need to work up to this industry, but once you do, the shoots aren’t too difficult and clients tend to be willing to pay more per shoot for fewer products.
Fitness Equipment and Activewear
Fitness is a large, fun market, but exists more on the high end and is difficult to break into. Many clients in this market also desire lifestyle photography with models, which is great for business, but complicated to do at scale. If you’re not willing have lifestyle photography be a part of your business, this market may not be for you.
Sigh. Food photography is a fascinating and engaging market to work in, but very demanding. Except for non-perishables, it exists almost exclusively on the high end, and requires an impressive reputation in order to gain access. Additionally, while each of the other product categories can work at scale by allowing clients to ship products to you, most food photography shoots will require you to travel to the client. This is a very difficult market to break into, but it is also probably the most profitable market in the product photography industry. Those that do food photography typically only do food photography.
These are only a few example categories, but should give you a good idea of how to get started in the industry. The most important thing to remember is that you don’t have to choose just one of the markets. Watch the Market closely as a whole to learn what customers want and where there is demand, and then shape your business around that.
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