How to Get Your Work Noticed as a Photographer
Introduction
If you read my previous article on thinking about an answer to the ultimate question of ‘why photography’, and have decided that you’d like to pursue a specific avenue of the art with the aim of getting recognition for your work, this piece is for you. In this article we’ll look at two key methods for getting noticed as a photographer in an overly saturated market. First, we’ll look at some context around the industry, the sheer volume and size of which means that photographers often struggle with recognition, often resorting to other means of media to attract some more eyeballs.
Next, we’ll look at the two methods I suggest, and discuss how you can use them to your advantage without having to compromise on your artistic or creative integrity.
Capturing Hong Kong from Above
One of the projects I focus on - HK from the air
The Overly Saturated World of Photography
Wondering how to sell your photos? Want to get your work displayed in galleries? Want to work with celebrities to get recognition for your skills as a portrait photographer? The harsh reality of the situation is that you’ll need to get in line, and boy is it a long line. I’ve discussed on numerous occasions the role that social media has played in bringing photography (and now videography) to the forefront of our attention. The rise of Instagram had a profound impact on the way we consume images and video, leading to a scramble for attention and the rapid adoption of photography as a means to get noticed. Photography as a means of generating dopamine essentially superseded photography as an art form, with many social media users opting to take a wide variety of photos across a wide variety of photographic genres. I’ve discussed the merits and disadvantages of this in previous articles so I won’t repeat myself - I will clarify again though that I don’t see any inherent issue in wanting to take photos to get noticed, as long as you: a. understand the reason why you’re taking the photos and b. that the reason that you started taking photos matches with the reason that you continue to take photos.
What this broad genre of ‘social media photography’ has led to is a dilution of the art. Everyone (myself included) wants to use cameras, drones, action cams, portrait lenses etc. to capture any and all types of photos - whatever gets you noticed. What most people don’t realize (and what took me some time to work out) is that this is incredibly counterintuitive. If you’re making your body of work broader and broader to cover more types of work to get noticed, you’re actually diluting whatever qualities might make you distinguishable and unique as a photographer. Imagine if Christopher Nolan decided to expand his focus to make a children’s TV series because he discovered he could get more people watching - it would most likely rob him of everything that makes him unique as a director. With social media driving us, we tend not to think of this very important point - we’re too busy trying to capture whatever will get us noticed, inadvertently producing the opposite result as we lose ourselves in the mass of people who are trying to do the exact same thing. The question is, how do we get out of it?
Like most things that bring about huge benefits, it requires short-term sacrifice for long-term gain, in this case sacrificing short-term attention to build something different, special and individual. If you’ve already identified the reason for your photography, I have two suggested ways that will definitely increase your chances of getting noticed as a photographer: niches and projects.
Aerial Photography
Drilling down into a niche will help you get noticed
The Solution: Niches & Projects
It’s not rocket science. Distancing yourself from the masses requires direction, meaning and focus, and finding and owning a niche is just one of the ways in which that can be achieved. You can find a niche or you can develop a niche, but having a niche is the ultimate goal. Why? Because if you own that niche, whenever someone sees your work they will immediately identify it as yours, sometimes to the extent that anyone else doing the same kind of work will be compared to you. I think Reuben Wu is a great example of this - anyone even attempting to do light painting with a drone is very quickly compared to Reuben and his body of work - he well and truly owns the niche. You can devote all your time and energy to improving your particular style of photography and, precisely for that reason, do it better than everyone else, further cementing your place in said niche.
It will be difficult and it will take sacrifice. I know that giving up my aerial photography to double down on street photography will likely result in many missed sunsets and mornings of sea of clouds - heck, I can still go and capture some, but, for the work that I want to be known and noticed for, I need to work on developing that niche.
Another way of getting noticed, also in the same vein as developing or focusing on a niche, is by drilling down into a project. This is because you can use a specific theme or element to tie your images together and showcase them as a collection of works, rather than relying on sporadic, disconnected images to get noticed. One of the benefits of working on projects/themes is that it can be done retroactively - you can look back at all your previous photos and identify a thread that can pull them together. I spoke with renowned photographer Martin Parr a while back who stated that sometimes he notices a connection in his previous work and pulls it together into a collection. Other times he sets out to explore a theme and capture images that fit accordingly. Either way, you’re benefiting from just taking single images and flogging them on social media to try to get attention.
Some Considerations to get Started
Here’s a couple of considerations for those of you that would like to explore the direction of niches and projects:
What subjects or genres of photography do I enjoy capturing the most? Identify the areas of photography that genuinely excite you and bring you joy. Consider subjects like landscapes, portraits, wildlife, fashion, weddings, food, sports, or any other specific genre that resonates with you.
What are my strengths and skills in photography? Assess your technical skills, artistic abilities, and any unique strengths that set you apart as a photographer. Determine the areas where you excel and can deliver exceptional results.
What kind of photography work sparks my creativity and inspiration? Reflect on the types of photography projects or assignments that ignite your creativity and motivate you to push your boundaries. Consider the styles, themes, or concepts that resonate with your artistic vision.
Who is my ideal target audience or client? Define the characteristics of your ideal clients or target audience within a particular niche. Consider their demographics, interests, and the type of photography they value. Understanding your target audience helps you tailor your services and marketing efforts effectively.
What makes my photography unique or different from others? Identify your unique selling points, whether it's a distinct style, perspective, technique, or approach to photography. Determine how you can stand out from the competition and offer something valuable and compelling to clients.
What is the market demand for different photography niches? Research the market demand for various photography niches. Consider the popularity, competition, and potential opportunities within each niche. Analyze the trends, client needs, and the viability of sustaining your business in a particular niche.
Am I willing to invest time and effort in learning and mastering a specific niche? Assess your commitment to continuous learning and improvement within a chosen niche. Determine if you're willing to invest time, resources, and effort to develop expertise in that area.
How can I align my passion with profitability? Explore the intersection between your passion and market demand. Consider how you can monetize your chosen niche and create a sustainable business model that aligns with your financial goals.
Can I see myself working on this niche in the long run? Evaluate the long-term sustainability of the niche you're considering. Reflect on whether you can envision yourself consistently working in that area, maintaining your enthusiasm, and finding fulfillment in your photography career.
What resources and opportunities are available for growth in this niche? Research the availability of resources, networking opportunities, mentorship, workshops, or industry associations that support growth within your chosen niche. Consider how you can leverage these resources to enhance your skills and expand your professional network.
