It’s no secret that photographers from various genres are experiencing a decline in bookings. The ease of using a smartphone and the quality that anyone can get from those devices have reduced the need to hire a professional for small and even mid-level shoots. Wedding photography is a genre where people are accustomed to hiring professional photographers, and the smartphone has had a lesser impact here.
However, anecdotal evidence suggests that the number of weddings taking place this year may be declining, leading to a correlating decline in bookings for wedding photographers. In this article, we will look at some things photographers might do to keep revenue coming in during tough times. Although we will focus on wedding photography, the tips provided here will be applicable in other areas as well.
Over the past six months I've had multiple conversations at conferences and meetups with wedding photographers based in the UK, across Europe, and even several from the US, and the story has been the same. Everyone seems to be down on inquiries and bookings for the 2024 season. And significantly so, with some seeing less than half of their usually expected bookings. Venues and other suppliers in the industry like planners and florists all say the same thing—business is down. I tried to verify this with government statistics, but unfortunately, these are unlikely to be released for a couple of years. So while the evidence remains anecdotal, it is compelling.
According to Matt, one upside is, “smaller weddings and elopements are becoming more popular. I used to shoot quite a lot of those before the pandemic. People have opened up to the idea that this is an option. We also see more small affairs of just 10 to 20,” he said.
I normally photograph 30 weddings a year. When all the COVID restrictions were being lifted here in 2022, I was playing catch up and photographed 48 weddings, which is the most I have ever done in a single year. This year I am currently looking at 17 weddings. Many of my clients book at the last minute, so I might pick up a few more, but not enough to hit 30 at this late stage.
When a photographer finds themselves in a genre where things appear to be in a downturn, Matt suggests keeping a mindset of flexibility and adaptability.
You shouldn’t automatically conclude that weddings are dying and you need to find a new livelihood. Instead, get some more information and gain an understanding of what's happening before reacting.
A prediction that my partner (also a wedding photographer) and I had back in 2020/21 was that in a few years, we would see a lull year in wedding bookings, caused by the impact the pandemic was having on relationships. There were two key drivers for this.
Firstly, during the first lockdown, couples in the early stage of the relationship had to choose between moving in together or not seeing each other for an indeterminate period of time. Adding the stresses of living through a pandemic and spending all day together, this fast-tracked a lot of relationships. The result, a lot of couples got married a year or two earlier than they would have done.
Secondly, during the lockdowns, new couples weren't formed because people couldn't meet each other. After the lockdowns, a lot of young people appeared to prioritize getting back out in the world and blowing off steam (traveling, going to festivals, catching up with friends, etc.) instead of settling down into a new relationship.
So, the combination of fast-tracking relationships at the beginning of the pandemic and delaying relationships during and after the pandemic was likely to have a season, around now, with fewer weddings taking place. The good news is that if this is the main cause of low bookings this year, it is only temporary, rather than a trend.
One thing you can do to keep the revenue up is to look to past clients. Is there an opportunity to sell an album? Sometimes couples will book them straight after the wedding, but others can take years to make the purchase. So understanding why they've delayed and finding how to help them with these reasons is a great way of making more money from past clients for services/products they are interested in.
I know one of the reasons a lot of my couples take a long time to order an album is because they struggle to select the photos to go in it. I usually deliver 600-800 photos from a 12-hour wedding day, and they then need to choose 100 photos or so to go into that wedding album, which I will then design for them. But they often suffer from paralysis of choice, resulting in them only making the selection years after the wedding, even when they've already paid for the album.
So one thing you can do is actually select the photos for them and design the album, even if they haven't asked for one. I use Fundy Designer, which can take as little as 20 minutes to design my albums. I choose the photos, and it automatically creates different spreads and designs the layout for the album. And that happens in a minute. I then go in and adjust and move things around a little bit to best tell the story of the couple's day. When I reach out to the couple, I present them with a finished album design. They can now see and visualize holding it in their hands. They are allowed to make as many changes and swap photos as they like. Most ask me to print it as it is.
Another thing you can do to incentivize album sales is to offer a free parent album. A parent album is a duplicate of the main album that someone might choose to give to, maybe, their parents—hence the name of the parent album. It uses the same design as the original album, so I’m not losing time by offering it. Plus, they'll often end up ordering a few extra parent albums for the other parents, grandparents, etc.
One thing you can do to keep the revenue up is to look to past clients. Is there an opportunity to sell an album? Sometimes couples will book them straight after the wedding, but others can take years to make the purchase. So, understanding why they've delayed and finding how to help them with these reasons is a great way of making more money from past clients for services/products they are interested in.
Matt suggests offering promotional prints as another option to retain past clients. Photo prints can be offered in a variety of sizes as well as a variety of textures ranging from metal prints to prints on glass.
There are lots of different print options depending on who your client is and how you want to approach a print promo. Similar to the album promo, you should have a deadline to create urgency with your couples. So you might say I'm running this promo for the next 2-3 weeks. When I offer a discount, it has to be fairly significant, say at least a 25 percent discount. Obviously, check your margins so you're not going to be losing money here.
While I don’t normally photograph weddings as a part of my photography services, I have photographed a few weddings for friends and family. I was hanging out with one friend recently, and I realized that a decade had passed since I photographed his wedding. It occurs to me that a promotion tied to a milestone event such as a decade of marriage would be a good idea.
Absolutely. You could give it a name like the Golden Anniversary. It's important to know your clients well and also understand your brand. For example, if you presented your promotion as 'congratulations for still being married after five years,' some couples could find this humorous and fun. However, depending on your couple, it could also come across as a bit cynical, as if you were saying, 'I can’t believe you guys are still married after five years.' Imagine the couple thinking, did you see something at the wedding? Did you see the groom flirting with someone? Make sure you know your clients.
It is worth noting that once time has passed since the wedding, there may be an opportunity to hold a family photo session for the couple.
A lot of couples choose to have kids shortly after their wedding. This is a great opportunity to be booked to take family photos. It could even provide a recurring income if they ask you to take family photos each year.
You need to be careful, though, as not all couples choose to have kids. Some may have been trying but struggling to get pregnant and may have even lost a child. Reaching out to couples in these situations, assuming they have kids, could cause disrespect/hurt and damage the relationship you have built with them.
Some photographers connect with their clients on social media, which may provide knowledge of their couple's situation. I would personally not recommend reaching out to couples without some prior knowledge of their personal situation.
DC-based hardcore group Bad Brains sang of the importance of keeping PMA (Positive Mental Attitude) at all times. This outlook is most crucial in the lean times. Rather than dwelling on the imperfect present, focus on creating a brighter future. Ironically, you can do so by looking to the past.
One of the silver linings of having fewer bookings is gaining more time for marketing. An activity that can result in a large number of bookings down the line without putting in a huge amount of effort is connecting with wedding venues. Wedding venues are also struggling right now, so it is a good opportunity for you to help them and become their heroes. Then, when bookings come in for next year, they're going to start recommending you.
In addition to photos/videos of their venue/setups, you could also offer headshots for their team. This has the bonus of giving you some face time with them. If you're likable and they enjoy hanging out with you, they are more likely to recommend you. It's not just about the quality of your photography skills.
You could also create 360 tours of their venue. That is something that became very popular a few years ago and kind of dropped off after the pandemic. However, there are some venues that still really like the idea. It can show how the venue comes together, especially for some of their potential clients overseas who can’t stop by for a visit. Sometimes the best approach is just to ask them, what are your challenges right now? Maybe you find some ways that you can use your photography to help.
We are in a time of rapid technological change with new tools for creating art and new platforms for connecting with other people appearing regularly. However, the age-old method of promoting a business through direct referrals is as valid today as it ever has been. There is something trustworthy about hearing a sincere testimonial from someone who recommends another person because of a positive experience they had with that person.
When asking a couple to make a testimonial video, I might give them a few guiding questions about how the photos make them feel, what it was like working with me, and what was their favorite photo. My goal is to get an emotional response. So that the lighting is okay, I advise them to position themselves near a window and to have the camera at their eye level. I don't over-coach the couple because I want the testimonial to feel real and authentic, even if it is a bit rough around the edges," said Matt.
Everyone today recognizes the value of Google reviews, social media reviews, and website testimonials, but what is much more powerful than a text-based testimonial is video reviews from clients. People can relate and emotionally connect more to a real person on video talking about their wedding and experience working with you. It is also more trustworthy. I like to put these videos on my homepage or my pricing page. So if someone sees my pricing and says, 'Oh, that's quite a lot. Is he worth it?' They can watch the video testimonials below and see a lot of people saying 'Yes, he is.'
Despite 2024 not being Matt’s most profitable year to date, he is optimistic for himself and others in the business of selling photographic services. “The bottom line is, a lot of people in the wedding photography industry globally are struggling right now. But the good news is that all the signs are showing that this is not going to be long-term. Always operate as if this is going to get better next year. You have an opportunity to make the most of this extra time we have, be it working on your business, or more time with family and friends.
