STYLE AND POSITIONING
We are currently witnessing a major shift in the business of photography and the role of a photographer. Never has it been more challenging or confusing as it is today for working photographers to earn a living. New photographers often try to be all things to all people when starting out. This occurs for a couple of reasons. Firstly, photographers starting out in the business rarely have a developed portfolio of work. Secondly, they are often desperate to find paid jobs anywhere they can find them and feel that a wide-ranging, diverse portfolio will allow them to apply to more opportunities.
We asked whether or not this approach bears fruit? Based on the statistics we glean from the employers who post work on our jobs board and the freelancers who land the jobs, it would suggest that an eclectic portfolio showing small amounts of quality work in a range of areas and categorised neatly for presentation purposes increases the odds of landing entry-level work.
The reason why is that most work at this level comes and goes quickly. The employer is generally a startup or small business with a quick job and limited budget or an individual from the private sector. Both parties, in this case, typically require a ‘general’ solution and are less concerned with a particular style. However, to land the really big jobs, agencies, brands and employers tend to favour a niche-styled portfolio. Photographers who focus their style tend to do well over time as their brand becomes more established in a less crowded sector. A single focus is also a benefit for social growth, particularly on Instagram.