Is Outdoor Photography Facing a Race to the Bottom?
With AI transforming creative industries, outdoor photographers face a critical choice: compete on price or lean into creativity and connection. Can artistry and authenticity carve a path forward in this shifting landscape?
I was recently asked this question.
The outdoor industry isn’t necessarily a race to the bottom for photographers but the economics of it are tough and can be competitive, especially with the increasing number of people who are drawn to outdoor content creation. However, it’s not just about lowering prices to stay competitive; the key is differentiation through value, expertise, and relationships. And I think the relationship part of the equation is often overlooked. Relationships are everything. I recall from my previous career as a young mountain guide being told that assistant guides would often be offered contracts based on if the lead guide wanted to spend a week or four with me in a tent.
Some factors that help avoid falling into a “race to the bottom” scenario include:
1. Niche Expertise: Specializing in a particular niche within the outdoor industry—like adventure sports, wildlife, or conservation—can allow you to charge premium rates because clients see the specific value you bring. Niching down has been all the rage. But appreciate the value of learning skills so that one could pivot in a downturned economy because we do realize that the outdoor industry most certainly has ups and downs that can be rather drastic.
2. Brand Storytelling: Many outdoor brands are moving towards authentic storytelling and impactful campaigns. As a photographer, offering strategic content that aligns with their brand story can set you apart. It shows that us photographers have done our research and understand the brand.
3. Quality vs. Volume: The brands that truly value high-quality work are willing to pay for it. If you’re targeting companies with higher budgets and emphasizing long-term relationships, you’re less likely to compete solely on price.
4. Value-Added Services: Offering additional services like video production, post-production, visual design, creative strategy, social media content strategy or a network of other creatives you have a relationship with can help differentiate your offering, allowing you to provide more holistic solutions rather than just single shoots.
5. Licensing and Rights: Many photographers in the outdoor space leverage licensing and usage rights to maximize value. Offering exclusive rights or unique terms can help you charge more.
Ultimately, the goal is to demonstrate how my work can solve their problems—whether that’s capturing the essence of their brand, increasing engagement through UX design strategy, or delivering visually consistent images, and reliable results in a creative collaborative journey together.
AI holds immense potential as a tool, and those who master its capabilities to streamline workflows will continue to evolve, delivering exceptional production value that maximizes the client’s investment.
Referencing user experience design principles, placing the human at the center of the creative process consistently enhances the value of any project—a quality I’m uncertain AI tools can fully replicate.
Do you have a project or a sketch on the back of a napkin? Please reach out to me to discuss any questions.