The Harsh Realities of Starting a Photography Business
Starting a photography business in Australia might seem like the perfect way to turn passion into profit. Behind the lens lies a tough reality—one that many new photographers aren’t prepared for.
If you're thinking about launching your own photography venture, here are some hard truths you need to know.
1. Social Media: A Sea of Browsers, Not Buyers
Social media is essential for visibility, but it’s not a reliable source of income. In 2025, over 81% of the population in Australia uses social media, with over 21.3 million users engaging with visual content daily¹. Yet only a small fraction convert into paying customers. The culture of free content is deeply ingrained—people love to browse, like, and share, but few are willing to pay for professional photography services / products.
2. Google Ads: A Costly Gamble
Google Ads can be a powerful tool, but it’s expensive—especially for small businesses.
In Australia, the average cost per click (CPC) ranges from AU$2 to AU$4, but in competitive industries, CPCs can soar to AU$13.37². For photographers, expect to pay AU$1.82 to AU$4.00 per click, depending on your niche.
Hiring an agency to manage your campaigns will cost between AU$500 to AU$2,000 per month, on top of your ad spend². For many startups, this is simply unsustainable without guaranteed returns.
3. Likes & Follows Don’t Pay the Bills
It’s easy to get caught up in vanity metrics—likes, shares, and followers. But these don’t translate into income. What matters are contracts, bookings, and product sales. A post with 1,000 likes means nothing if it doesn’t lead to paid work. Focus on building relationships and converting interest into actual revenue.
Networking events are great ways to meet prospective clients, however, for most photographers starting out, very few can make most of the events that are on, either during work hours or are finishing up just after your ‘day job’ ends.
4. The Not-for-Profit Trap
Australia has a thriving not-for-profit sector, and many organisations need photographers. But here’s the catch: most don’t have a budget. They’ll offer “exposure” or suggest you’ll make money from image sales.
In reality, image sales are highly unpredictable, and exposure rarely leads to paid gigs. According to industry surveys, over 60% of photographers working with not-for-profits report little to no financial return from these engagements³. If you’re constantly working for free, you’re not running a business—you’re volunteering.
5. Paid Work Is the Only Sustainable Path
At the end of the day, the only thing that sustains a photography business is paid work. Whether it’s weddings, commercial shoots, or product photography, you need clients who value your work enough to pay for it. Build a pricing structure, stick to it, and don’t be afraid to walk away from unpaid opportunities.
Final Thoughts
Photography is a beautiful craft, but turning it into a profitable business in Australia today requires more than talent—it demands strategy, resilience, and a clear understanding of the market.
Know your worth, set boundaries, and focus on building a client base that respects your work. If you're serious about making photography your career, treat it like a business from day one. That means investing wisely, marketing smartly, and never working for free unless it’s a strategic choice.
Bibliography
1. The Global Statistics. (2025). Australia Social Media Statistics. https://www.theglobalstatistics.com/australia-social-media-statistics/
2. Sprout Social. (2025). Australia Social Media Statistics. https://sproutsocial.com/insights/social-media-statistics-australia/
3. Industry Survey Data on Not-for-Profit Engagements. (2024).