Let’s be honest: the photography world isn’t exactly short of talent. We’re awash with beautiful images, perfectly edited portfolios, sweeping landscapes, and enough portraits to fill the National Portrait Gallery. But here’s a thought: being good at photography isn’t what makes you stand out anymore.
In today’s oversaturated photography industry, it’s not about being better. It’s about being different, remarkably different.
Ever read Purple Cow by Seth Godin?
He describes the “Purple Cow” as something truly remarkable, so unusual and unexpected that you have to take notice. Drive through the French countryside and see one cow, you’ve seen them all. But a purple cow? You’d slam on the brakes.
That’s what photographers need to think about when building their portfolios. Your “Purple Cow” isn’t about a gimmick. It’s about focus. It’s about doing one thing so well that you become the go-to photographer in that space.
You're not the only photographer who’s unsure what their niche is. In fact, after reviewing thousands of portfolios and offering an industry expert photographer consultancy, I’ve noticed something: most photographers already have their niche, they just haven’t recognised it yet.
Take a photographer whose portfolio includes stunning, heartfelt portraits of people with disabilities. The work is authentic, dignified, and powerful, but they hadn’t realised this could be their niche.
Here’s the thing: in the UK, the Purple Pound, the spending power of disabled households, is worth over £274 billion annually. That’s not just a market; that’s a movement. Yet so many photographers overlook it.
Or consider the Silver Economy. If your portfolio features older adults living vibrant, fulfilling lives, you’re sitting on a niche with massive potential. Healthcare providers, active retirement communities, travel brands, they’re all crying out for fresh, non-patronising imagery that reflects this generation with honesty.
The Problem with Being an “Everything” Photographer
Let’s be clear, there’s nothing inherently wrong with being a generalist. If you love the variety and it works for you, great. But here’s the catch: potential clients often don’t know what you do.
Instead of lumping all your work into one digital portfolio, what if you created multiple niche photography portfolios, each tailored to a specific audience?
It’s not just a tidier website, it’s a strategy to get more of the work you want, from the people you want to work with.
What Is a Photography Niche? And Why You Need One
Let’s demystify this: a photography niche is a focused area of expertise. It’s what you become known for. It’s how you cut through the noise, define your voice, and attract clients who get it.
And no, it doesn’t mean saying “no” to all other work. It just means getting strategic with your messaging.
Ask yourself:
Sometimes, all it takes is a fresh set of eyes (or a portfolio review session) to help you connect the dots you’ve been too close to see.
Looking for inspiration? Here are some of the most in-demand photography niches gaining traction this year:
Personal Branding Photography – for entrepreneurs, creatives & small business owners
Inclusive Photography – showcasing people with disabilities with authenticity and dignity
Senior Lifestyle Photography – vibrant, non-stereotypical portraits of older adults
Adventure Elopement Photography – minimalist weddings in jaw-dropping landscapes
Sustainability-Focused Brand Photography – for eco-conscious businesses
Pet & Animal Portraiture – families want more than phone snapshots
Start-Up Culture & Tech Photography – lifestyle-driven content for modern brands
Each of these niches has room for specialists who bring not just skill, but perspective.
Sharper marketing – You know exactly who you're speaking to, and how to reach them
Stronger positioning – You’re not just a photographer; you’re the go-to in your niche
More referrals – Your audience knows what you offer and who to send your way
Better clients – You attract people who value your niche-specific expertise
Higher rates – Niche photographers often command more for their specialist knowledge
Q: How do I find my photography niche?
Start by reviewing your past work. Look for themes, emotional responses, and where there’s a clear demand. Your niche often emerges from what you already love doing.
Q: Does choosing a niche mean I have to give up other types of work?
Nope. It just means you’ll market yourself with clarity. You can still say yes to other opportunities.
Q: What are the most profitable photography niches right now?
Personal branding, corporate lifestyle, elopement weddings, and inclusive marketing photography are growing fast, and clients are willing to invest in specialists.
Photography is noisy. Competitive. Saturated. The fastest way to cut through the chaos? Clarity.
Get clear on:
You can’t be everything to everyone. But you can be the one photographer someone stops scrolling for.
Remarkable work gets noticed. Memorable work gets shared. Focused work gets booked.
Image Credit: Global Assignments agency Featured Photographer Fred Corcoran, Ireland
