The magic of macro photographs lies in their ability to transport the viewer into another world, showcasing a subject that's larger than life. But turning your passion for the petite into a profitable venture demands more than enthusiasm.
Oliver Wright, a British nature photographer from Leeds, UK, transitioned from project management to photography after a voluntary redundancy. Despite initial doubts about the financial prospects of macro photography, he continued to shoot the genre in his spare time while taking on other paid gigs such as weddings. An unexpected email from Canon, impressed by his macro work, marked a turning point in his career. He was invited to talk at Canon events, which led to collaborations with BBC Wildlife magazine, The New York Times, The Independent and more.
Oliver encourages aspiring photographers to shoot subjects they enjoy while building their business. "I was basically doing anything that was coming along, until I sort of matured as a professional photographer and started to build relationships with big companies. I'd say to anybody who is working through that transition that it's really important to make sure you are still doing photography that you enjoy – and for me that was macro."
Tina Eisen, a German fashion and beauty photographer based in Buckinghamshire, UK, says that her pivot to macro emerged during the Covid-19 lockdown. Unable to collaborate with teams, she explored using her own face as a canvas, which led to a newfound passion for macro and a useful business niche. Her unique storytelling through small details such as lips has attracted the likes of Max Factor, Sephora and Harvey Nichols, plus other international brands and publications. "Macro photography lends itself so well to the make-up industry," she says. "It gives brands an opportunity to showcase their products up close on the skin, capturing textures and composition with much greater detail."
Here, Tina and Oliver share their secrets for macro photography business success.
MACRO
From passion to profit: how to make money from macro photography
Effective promotion strategies
Building credibility and showcasing a unique style are key to making your work stand out in a sea of images, but social media is often the key to getting a commission. "Many brands use social media as a recruitment tool and it's certainly served me well," says Tina, who has been approached dozens of times by brands who have seen projects she's created for other companies or personal projects she's shared.
Oliver adds: "You've got to work really hard on getting your photography seen. If I post a blog, I'll add a series of images but there has to be a theme. For my website it has to be the best of the best, and for social media it can just be something I think will elicit a response. So share new pictures online, and try to get as many people to see them as possible."
Tina reveals a trick that has helped her narrow down her selection of what to share – view photos on your phone. "If the image has impact on a small screen it always works at a larger size," she reveals, adding that a good balance of images is also important. "There's the 'safe' pictures – those that have a commercial approach. Then there are those that show the client that their product can be shown in a no-frills fashion without distraction. Then there's the editorial, creative, loud ones. You need those too. In a vast ocean of images you need the showstoppers to grab your client's attention; those that make someone stop scrolling are the ones that pique interest and the 'safe' ones are the ones that seal the deal."
Pitching yourself to clients
Once hooked, the client may invite you to pitch. "I remember my first pitch," recalls Tina. "I knew that after only a year of using a camera, I lacked technical skill, but I went into the interview knowing I made up for that with unique, creative ideas and an unmatched hunger to improve. I ended up getting the job. Ever since then, I've known that every job, no matter how 'impossible' it may seem, is worth a shot. I approach clients without fear of rejection as I know that's a normal part of the industry and that after every 'no' there are so many people who will say 'yes' on the horizon. When you get the job, listen to your client's needs but remember that they booked you because they trust your style."
Do you own Canon kit?
Printed products vs digital files
From canvases to cards, NFTs to YouTube tutorials, there are many ways to tout your wares, so aside from pitching to clients, how can you make money from macro photography? Tina, who sells prints directly through her web shop, says the answer is to go big. "The bigger the better when it comes to macro imagery, and the most popular medium has always been large-scale, sleek, acrylic prints with no distracting borders. I toyed with the idea of smaller merchandise but never pursued it, as small-scale prints don't do justice to macro images."
When it comes to the contentious topic of NFTs, the two photographers hold opposing viewpoints: while Oliver was dissuaded by negative feedback, particularly concerning the environmental impact of blockchain's energy usage, Tina has been more positive in exploring the new medium. "I've been an NFT artist since 2021 and sold many pieces to collectors worldwide. It's exciting and incredibly rewarding to be able to connect with a whole new audience of art collectors. I do see the dangers of scams, just like in most online trading mediums and staying well-informed and vigilant is of utmost importance. Security with regards to crypto art and currency trading should be high on anyone's to-learn list before considering entering these industries." Whichever way you lean, the creation of NFTs is a subject photographers will need to educate themselves on in order to make a considered decision.
Monetise your skills
Oliver recommends diversifying beyond a single photography genre or revenue stream. "I don't make all of my income from macro photography. It's a chunk, but my advice is not to look at it in terms of monetising your macro photography; instead monetise your photography skill," he says, explaining that part of his income comes from leading photography workshops around Europe.
Exposure vs money
"Exposure has its place, but it won't pay the bills," Oliver says. Pushing back on such offers can sometimes lead to more favourable outcomes, as he learned when a newspaper requested an image without clarifying the terms upfront. "A few years ago, I posted a kingfisher image on Twitter. A major newspaper asked if they could 'share' it. I firmly declined unless we discussed a commercial agreement, and they quickly clarified that that's what they had meant all along – but why not say that in the first place? It highlights the importance of asserting yourself. Don't be afraid to push back."
Ready for her close up: macro beauty photography
Networking needs
In the macro photography business, your network is just as crucial as your expertise, and expanding your connections can significantly boost your opportunities. "Most of my lasting, valuable connections were formed during photography trade shows," Tina says. "There is immense value in physically meeting like-minded people and putting faces to names. Having a good network of fellow creatives within the same industry is invaluable. What's more, word-of-mouth recommendations have landed me many jobs and, equally, I've been able to recommend people I know and trust to clients when I haven't been available, or a job was outside of my expertise."
Whether you're capturing the small wonders of nature, the intricate details of beauty products, or something in between, the world of macro photography offers endless possibilities for turning passion into profit.
Related articles
-
ARTICLE
Inside Oliver Wright's macro photography kitbag
A macro pro on moving to the mirrorless system, including the game-changing Canon RF 100mm F2.8L Macro IS USM.
-
ARTICLE
The best Canon lenses for macro photography
Expert advice from four photographers on the best Canon lenses for shooting macro, including the amazing Canon RF 100mm F2.8L Macro IS USM.
-
ARTICLE
Wildlife photography with a Canon macro lens
Biologist and photographer Christian Ziegler explains how he photographs amazing rainforest wildlife with a macro lens.
-
ARTICLE
Inside the nest: macro shots of wild honeybees
Discover how wildlife photographer Ingo Arndt is using an EOS 5DS R and Canon Speedlites to capture the secret lives of bees – in his garden.