Why Are Headshots So Expensive!?

Photography prices vary wildly – family shoots, school photos, headshots, product photography, weddings, events… the list goes on.

So shouldn’t all photography be valued the same?

Not quite. And here’s why…

The time it takes to actually take the photo. It’s not just a case of pressing the shutter and then sending the image off to the client. There is a lot more to it than that. And that is often forgotten, especially now where we all have phones in our pockets that we can pull out and snap a shot at any moment.

But professional photography is different, it is more considered. So to begin with, think of the years of experience and learning that means your photographer can quickly and easily take such brilliant photos for you. They have looked at the scenery, the lighting, the backdrop options… worked out where they are going to position you, how to pose you and how to expose the image correctly. All in a blink of an eye… without you really noticing them doing it. And that’s the reason your photos look polished and intentional rather than like a quick snap.

So there is that.

But what happens next? The images are then downloaded and opened up in Photoshop or Lightroom where the photographer will look through them all, handpicking the best ones and then cropping, colour correcting, editing out distracting bits, opening eyes that have blinked… another few hours of work. Then they deliver the images.

There is a lot more time involved than most people imagine.

There is also the cost. Photoshop, hard drives, cameras, lenses, tripods, CRM software, accounting software, insurance, tax… All businesses have overheads, but photography is notoriously an expensive trade to get into. Some studies have shown that the average photographer maybe only sees about 25% of their fee!! Which is crazy and makes me think I need to look at my prices again!

All of these are valid reasons for pricey pictures. But actually the main difference in pricing is actually down to usage rights.

What are the images being used for?

Photos that are for personal use have (in general) a lower price point. Photos that are for promotional use (ie. the client is going to make money from them) are more expensive because they are being used online, on posters, billboards, websites etc.

A family printing out photos for their home is completely different from a business using similar images in ads, billboards, or on their social media and marketing channels. Same photos – different value.

There are various levels of usage rights in commercial photography depending on if it is worldwide, lifetime use or just for a specific campaign. And it is really important to charge accordingly.

Oh but it’s “Just for Instagram” – Still Commercial!

For a lot of us business owners, Instagram is our shopfront. It’s where we sell products, book services, and make money and that makes social media usage commercial.

And what about school Photos?

School photography is a funny one – people often say it’s expensive, but in reality it’s one of the cheapest ways to get professional photos of your children.

Honestly! Because there are so many shots being taken and bought, the photographer or photography company, can charge less per print than they normally would. They still need to charge a certain amount to cover the printing costs and their outgoings. There is also (for the most part) a commission that goes back into the school – this is usually around 10%.

So while it feels pricey when those proofs come in, it really isn’t. I mean think of the skill required to photograph hundreds of children across a few hours –  wild!

And then to have to spend another day going through all of those photos to edit them! But not only that, the school benefits too, it is one of their ways of fundraising. So while the images do make money for the school, they aren’t seen as commercial images.

In my 20+ years as a professional photographer, I have photographed pretty much all of the above genres! I have learnt over the years to price my services with the end goal in mind.

In short…

Photography isn’t expensive because of greed. It’s expensive because:

• It requires skill
• It takes time
• It has high overheads
• And commercial usage increases value

A headshot isn’t just a picture – it’s a tool that helps you present yourself professionally, build trust, and grow your business.