HOW MUCH DOES IT COST TO HIRE YOU?
I get this question all the time. Well, the answer is not quite as simple as ordering a meal from your menu. Just like you need to know what I'm going to order before you can price it, I need to know what you're looking for in terms of deliverables before I can give you a price.
Now, pricing food photography is a little different from pricing food and drinks because the nature of the product is different. While your customers can only enjoy your food and restaurant experience while they're dining at your venue, my images and videos can be enjoyed by your audience over and over again. This is where usage rights come into play.
So, let me break it down for you. Unless you're buying the copyright to my work (aka a "buyout"), you're simply renting it, you are licensing it. This means that the photography fee you pay me should compensate me for the work I put into creating the content, as well as the usage rights to that content. It's just like how movie theaters license the rights to show a movie to their viewers and pay a fee for as long as they have the license.
The licensing fee for your food photography will depend on the reach of the content - in other words, the bigger your potential audience, the higher the fee is likely to be. So, if you're planning to use the photos and videos on your website, social media, menus, and advertising, that will be taken into consideration when pricing the work.
Now, let's dive deeper into the four variables that affect the pricing of food photography:
LENGTH OF THE PHOTOSHOOT: It determines the amount of time and effort needed to produce the content. For instance, a quick shoot for a few dishes may be less expensive than a longer shoot that involves multiple locations, props, and lighting setups.
AMOUNT OF CONTENT DELIVERED: More photos and videos will require more work and time to edit and deliver, and therefore will cost more. It's important to discuss the number of photos and videos you need in advance so that you can determine if the photographer you’re considering hiring is a good match for you.
USAGE TYPE: For example, if you plan to use the photos and videos on your website, social media, menus, and advertising, this will require a more extensive usage license and therefore will cost more than if you plan to use the content for a smaller, more limited purpose, such as purely on social media. It's important to be clear about your intended usage so that the photographer can provide you with the appropriate license and pricing.
REACH: If you plan to use the photos and videos in a large billboard in Times Square, it will require a more extensive license and therefore will cost more than if you plan to use the content for a small billboard in a small town. The size of your potential audience will be taken into consideration when pricing the work, so it's important to be clear about your intended reach.
Let’s dig a bit deeper into each of the points above.
LENGTH OF THE PHOTO SHOOT
The length of the photo shoot is certainly an important consideration when booking a photographer, but it's not the only factor to consider. A photographer who can work efficiently and deliver great results in a shorter amount of time can be just as valuable as one who takes longer. In fact, a photographer who can work quickly and efficiently may even be more valuable, since they can save you time and possibly also money.
But beyond the actual time spent on set, there are many other factors that can affect the value you receive from a photographer. For example, communication is key. Did the photographer clearly understand your needs and vision for the shoot? Did they offer suggestions and input to make the shoot even better? Did they respond promptly to your emails and calls?
Another important factor is the delivery of the final content. Did the photographer deliver the images and/or videos in a timely and organized manner? Were the files easy to access and download? Was the quality of the content up to your expectations?
Finally, it's important to consider the photographer's business practices. Do they have a clear contract that outlines the terms of the shoot? Do they have an easy-to-understand pricing structure? Do they accept modern payment methods like credit cards or other online payments?
In short, when considering the value you receive from a photographer, don’t just focus on the length of the photo shoot, it's important to also consider the photographer's communication, delivery, business practices, and how smooth the experience of working with them is.
AMOUNT OF CONTENT DELIVERED
The food photographer you are considering hiring should understand the importance of creating a strong visual identity for your brand through your imagery and they should have as a goal to provide you with a wealth of content you can use to engage with your audience and build you brand. When shopping for a food photographer, don’t just focus on the amount of content they say they will deliver, make sure you feel confident you’ll receive not just a ton of content, but valuable content that is in line with your communication strategy.
USAGE
One of the most challenging parts for both photographers (especially the ones with less experience) and their clients, such as restaurants, is understanding the concept of usage. To put it simply, the very same image can have different price points depending on how it's used. Many restaurants struggle to understand this part. For instance, a photo that's intended for personal use on social media has a lower price point compared to the same photo that's intended for commercial use, such as in a print ad or on a billboard. This is because the latter has a greater potential to generate revenue for the restaurant. Understanding usage rights and restrictions is important because it can greatly impact the cost of the photography service. You should be very clear about your intended usage when asking for quotes from photographers so that you can more easily compare apples to apples when shopping for a food photographer.
REACH
Let's say a small restaurant in a small town hires a food photographer to take 10 images for a social media campaign to be displayed on their website and local ads. On the other hand, a large restaurant chain in a big city like New York City hires the same photographer to take the same 10 images for a nationwide advertising campaign to be displayed on billboards, magazines, and social media platforms. Even though the amount of work required for both projects is the same and the deliverables are exactly the same, the reach is vastly different. As a result, the price tag for the second project will be much higher than the first one. The reason is that the images for the second project will have a much broader reach and therefore generate much bigger revenues for the client.
CONCLUSION
Pricing for professional food photography is not as simple as ordering from a menu. Several factors come into play when determining the pricing for the work, including the length of the photo shoot, the amount of content delivered, the usage type, and the reach of the content. Communication, delivery, and business practices are also crucial considerations when choosing a photographer, as they can affect the overall value you receive. By discussing these variables in advance and understanding the photographer's practices, you can understand if that food photographer you’re considering hiring is a right fit for your needs.
If you need help with food photography or have questions about my services, you can easily reach me through the link below.
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