In a photography market that’s becoming increasingly competitive, mastering marketing trends has become just as crucial as mastering your camera.
With more photographers entering the field each year and clients tightening their budgets during economic uncertainty, standing out requires more than just technical skill or creative vision.
The photographers who thrive in 2025 won’t just be the ones with the best portfolios—they’ll be the ones who understand how to market effectively in a challenging economy.
Biggest Marketing Trends Shaping 2025 and Beyond
Let’s explore the marketing trends that will be essential for sustaining a photography business in 2025.
Whether you’re a seasoned professional or just starting out, these approaches will help you adapt to changing client needs and economic realities.
The digital marketing landscape is constantly evolving. Here are some impactful marketing trends to watch.
AI-Powered Everything
Artificial intelligence (AI) is revolutionising the marketing landscape. AI tools, including generative AI, are now assisting with content creation, social media campaigns and even offering predictions and forecasting.
Many marketers are already embracing AI, with 73% using AI tools regularly, according to a recent study. This adoption is driven by the ability of AI to automate processes, freeing up marketers to focus on higher-value tasks.
But AI isn’t just for marketing!
In 2025, savvy businesses will look at other innovative applications as AI continues to evolve. Such applications include personalisation, AI-assisted customer service, AI-assisted systems and workflows – the possibilities are endless.
Video is Still King, But Shorter is Sweeter
Video content remains dominant. Short, engaging videos, however, are outperforming longer ones due to shorter attention spans. TikTok, Instagram Reels, and YouTube Shorts are prime examples of this shift. Digital marketers and content creators are expected to produce more short-form video in 2025 and beyond.
Most marketers are investing in short-form video content across platforms. Aim for videos under two minutes on social media platforms for maximum impact.
Trust, Transparency & Authenticity
In today’s curated online world, audiences value authenticity. Showcase your brand’s values genuinely to connect with your target audience. Studies continue to reveal that consumer behaviour is driven by authentic brands that align with personal values.
This genuine connection is vital as more than 75% of shoppers abandon brands with conflicting values. Building a genuine brand requires understanding and respecting this aspect of consumer behaviour.
But it’s not just about Authenticity … Trust and Transparency is even MORE important.
AI-generated content is FLOODING search results and our social feeds. We are now questioning everything we see. Anything that remotely smells like AI is dismissed as inauthentic. Brand loyalty now lies with businesses that prioritise trust and transparency.
Embrace “Threads”
X (formerly Twitter) might be losing its shine, but Threads is quickly becoming the go-to platform for creatives.
The visual-first approach of the platform is perfect for showcasing your work. You can post high-quality images, behind-the-scenes shots, and even short video clips of your photoshoots. It’s like Instagram and Twitter had a baby, and it’s all about engagement.
Threads is still relatively new, which means there’s less competition and more opportunity to stand out. While everyone else is still trying to figure out Facebook’s algorithm, you could be building a solid following on Threads.
If you’re looking to diversify your online presence and reach a new audience, Threads could be the answer. The platform’s user base is growing rapidly, and it’s attracting a younger, more engaged crowd.
Influencer Marketing Losing Impact
Remember when influencer marketing felt like the golden ticket? Brands threw cash at big-name influencers. Everyone wanted a piece of the action. But something’s shifted. This approach doesn’t pack the same punch anymore. Why? Because audiences are getting smarter.
We’re all bombarded with sponsored content and ads every time we scroll. It’s exhausting. People crave authenticity. They’re tired of perfectly posed photos and obviously scripted videos. This makes genuine connections tricky for brands.
And let’s be honest … it’s all smoke and mirrors for the majority of influencers.
Many have large audiences of fake followers with very little engagement. However, there are plenty of businesses and brands with smaller, but highly engaged audiences. They’ve built real relationships with their followers. This is powerful because their recommendations feel like they’re coming from a trusted friend. Not a billboard.
Step away from the pressure to chase huge follower counts. Focus on building genuine connections instead. Provide value. Be authentic. Be you. That’s how you cut through the noise and build a sustainable brand that lasts.
Brand stories are your superpower
Brand stories are truly your superpower. I’ve seen firsthand how powerful storytelling can be in connecting with audiences and setting yourself apart from the competition. It’s not just about selling products anymore; it’s about creating a narrative that resonates with people on a deeper level.
In this era where AI-generated content is flooding the internet, there’s a real hunger for authenticity. People are craving genuine connections and real stories from real people. They want to know the faces behind the brands, the struggles, the triumphs and the passion that drives it all.
Your brand story doesn’t have to be some grand, dramatic tale. It’s about authenticity and relatability. Maybe it’s about the moment you realised there was a gap in the market. Or perhaps it’s about the values that drive your business decisions. Whatever it is, it needs to be real and it needs to connect.
But how do you craft a compelling brand story? Start by asking yourself some key questions: Why did you start your business? What problem are you solving? What drives you to keep going even when things get tough? Your answers to these questions are the building blocks of your brand narrative.
Once you’ve got your story, weave it into every aspect of your brand. Your website, social media, packaging, and customer service – it should all reflect and reinforce your narrative. Consistency is key here.
And don’t be afraid to get personal. Share behind-the-scenes glimpses, celebrate your team, and be open about your challenges as well as your successes. This vulnerability can actually strengthen your brand by making it more relatable and trustworthy.
Paid Per Click (PPC) Advertising may be more expensive, but still KING
PPC advertising continues to reign supreme despite the rising costs. As we look ahead to 2025, it’s clear that platforms like Facebook are becoming more expensive, but they’re also becoming more sophisticated and effective.
It was only a few years ago, you could throw a few bucks at Facebook and reach thousands of people. Now, it’s a whole different ballgame. The costs have gone up, sure, but so has the potential for ROI if you know what you’re doing.
Facebook’s AI and algorithm have become incredibly powerful. It’s like having a super-smart marketing assistant who knows exactly who to show your ads to. The algorithm understands user behaviour and can predict who’s most likely to convert. This means your ad spend is more likely to reach people who are actually interested in what you’re selling.
So, how can you make the most of PPC advertising in 2025? Focus on creating high-quality, engaging content. The algorithm rewards ads and brands that people interact with. Second, test and measure Facebook’s Advantage+ options which leverage the platform’s algorithm to optimise your ad based on user behaviour.
Immediate Gratification
As consumers, we have all developed this insatiable appetite for instant results and brands are scrambling to keep up. You can thank Amazon Prime, Uber Eats, and TikTok for raising the bar on speed and convenience.
But it’s not just about quick delivery. It’s about instant EVERYTHING. Customers want immediate responses to their queries, instant access to information and lightning-fast problem resolution.
So, how can you adapt to this “I want it now” mentality? First, look at your customer journey. Are there any points where you’re making people wait unnecessarily? Maybe it’s your website load time or your email response rate …. or your “lead” response rate. These are low-hanging fruits that can make a big difference.
Consider implementing real-time features. Live chat, instant order updates or even a countdown timer for deliveries can feed into that desire for immediacy.
But here’s the catch – while speed is crucial, quality can’t take a backseat. Customers want it fast, but they also want it good. It’s a tricky balance, but one that’s worth mastering.
Real-time engagement
Gone are the days when brands could post content and disappear until the next scheduled update. Now it’s all about being there, in the moment, ready to chat with your audience as if you’re hanging out at a virtual coffee shop.
But real-time engagement isn’t just about speed. It’s about authenticity. Your responses need to sound like they’re coming from a real person, not an AI robot. Set specific times when you’ll be active and let your followers know. Maybe it’s a weekly “Ask Me Anything”.
The key is consistency and managing expectations.
It could even be as simple as calling a lead as soon as a lead comes in, instead of waiting days or even weeks to call.
Real-time engagement is about being present, responsive and building relationships in an era where consumers need immediate gratification.
Simplify, Simplify, Simplify
We’re living in an era of information overload and decision fatigue. People are craving simplicity like never before.
Take Apple, for example. They’ve built an empire on simplicity, offering a limited range of products that just work. No endless customisation options or confusing features. Just clean, intuitive design that solves problems.
But it’s not just about product offerings. It’s about simplifying the entire customer experience. Have you over complicated the process? Is it easy for the customer to understand? Is your pricing easy to understand? A confused mind says no, so let’s make it simple to do business with you!
This trend towards simplification isn’t just good for customers; it’s great for businesses too.
Streamlining your internal processes can lead to significant cost savings and improved efficiency. Start by auditing your internal systems. Are there any unnecessary steps or processors that could be eliminated? Can something be automated? Are you automating for the sake of automating and creating too much complexity? Complexity ALSO creates confusion.
Community Driven Purchasing
Community-driven purchases are reshaping the way we shop and make decisions. It’s fascinating to see how much weight people put on the opinions of their peers, whether it’s in group chats, Reddit threads, or reviews. The real power truly lies in the hands of the people.
Did you know that 88% of consumers trust online reviews as much as personal recommendations? That’s huge!
How can you harness the power of “community-driven purchases”? First, make it easy for your customers to leave reviews. Focus on Google first and foremost. These reviews help with your search ranking and Google My Business. But don’t just collect reviews – respond to them too. This shows that you value customer input and are actively engaged with your community.
Encourage your clients to share their experiences on social media. You could create a branded hashtag or run a user-generated content campaign. This not only provides social proof but also gives you a wealth of authentic content to use in your marketing.
A final thought
As we approach 2025, effective marketing has become the defining factor between thriving and struggling photography businesses.
In an increasingly crowded market, your ability to reach and connect with clients will matter more than your photography skills or equipment.
Smart marketing strategies—from targeted client communication to data-driven business decisions—aren’t optional extras anymore; they’re essential tools for standing out in a saturated field.
Focus on building your unique market position and communicating clear value to potential clients.
Because in today’s challenging economic climate, it’s your marketing expertise, not just your photography skills, that will determine your success.
