In stock photography—as in life—change is the only constant. It goes without saying that technology and innovation have a huge impact on all of us. At the end of the day, technology and innovation perpetuate our ability to lead better, longer and healthier lives. But acceptance of new technology and change does not always come easy. While some new technologies can peacefully coexist with their older siblings for decades, others—like the internal combustion engine, the light bulb or the cotton gin—quickly and completely make obsolete the technologies they were intended to replace.
Think for a moment about the digital camera. Some embraced it right away and began to explore the world of new possibilities it provided. Others waited for the technology to mature. Even today, there are still a few dyed-in-the-wool traditionalists out there who believe “real” photographers only use film. Most professional photographers who made the move to digital did not do so overnight—it was a gradual transition, and many continue work in both mediums.
Similarly, the emergence of royalty-free stock had a major impact on the world of rights-managed photography. At first, there was a lot of controversy among photographers. Some were hurt, some were helped, but the industry eventually adapted. A few years later, royalty-free microstock came along and upset the very same apple cart. Once again, there was controversy and, once again, the industry is adapting.
It is important for professional photographers to understand the implications of new business models as they emerge. But this does not mean photographers need to change the way they conduct their business overnight. There are many benefits to be found in a gradual and measured transition.
Today, some artists are finding they can make a good living exclusively selling microstock. iStockphoto has many contributors making anywhere from $40,000 to $500,000 a year. Many more have discovered microstock can be a great way of supplementing the income they earn from other types of photography. And, because iStock is so well known around the world and sees a file downloaded every second, those who build their iStock brand well can make offline connections and find clients almost anywhere in the world.
If you are thinking of getting more involved in selling microstock, consider the following:
Micro doesn’t always mean small. Selling images at lower price points does not necessarily mean less profit for the artist. The major microstock agencies have huge customer bases. Really good images can generate a lot of revenue through sales volume. It is not unusual for a great image to sell thousands of times. iStock also offers the Vetta Collection now, highly art-directed conceptual and unique shots, starting at $30 to $45 per image. If you have always disregarded microstock in the past, it may be time to look again.
Choose your agency wisely. Different microstock companies have different specialties. Do not think of them as generic clearing houses. Research what is selling on each site, what percentages you will get, and how they will market you, as well as how well-known and successful the business is. You may decide that selling through multiple sites is the best option or that selecting one site with the audience and tools to market your images effectively is the way to go based on what you like to shoot.
Choose your images wisely. Some artists submit beautiful images that do not sell well. Others contribute images that are far less awe-inspiring but sell a lot. The iStock Web site has a special section that compares the highest rated files to the most popular downloads. Few images make both lists.
Try to keep in mind all the possible ways a typical microstock customer might use your photo. Even within microstock, the most sustained success comes to those who have monitored news and design trends and who watch and anticipate the seasons of the year. Something as simple as leaving clear, uncluttered space for adding copy can also make a huge difference in terms of sales. Highly emotive images are always quite popular. The highly conceptual creative stills can be reserved for the major ad players and creative directors. More generic but well-created stills appealing to everyone from bloggers to scrap-booking clubs are what you are aiming for if your goal is strictly to increase revenues.
Do your homework. Learn file management tools inside and out. It can be tedious, but the more times your images are found in relevant searches, the more money you will make. In addition, it does not hurt to build a relationship with the contributor relations department. You can learn a lot from its staff.
One man’s trash is probably not another man’s treasure. Do not just upload your “second bests” to microstock sites and expect them to sell or even get accepted. We frequently hear from new contributors who are surprised to find out that our quality standards are every bit as high or higher than traditional stock agencies. Also keep in mind that, as microstock agency catalogues grow, our needs change—we already have most of the basics covered and are looking for things that are fresh and interesting.
The same goes for old and outdated images. Even if one does make it past our inspectors, the chances are still pretty low that anyone will want to buy it. Instead, upload great images that are useful to a broad audience.
Experiment. Technology and innovation constantly put new tools in your hands, giving you the ability to try new things. The new Canon 5D Mark II, for example, provides photographers with the ability to shoot video, which is expected to be one of the fastest growing segments of the industry. Why not play around a bit at the end of a shoot? Constantly learning and growing is also a great way to keep fueling your passion as an artist.
Become an active member of the community. Microstock sites have extremely active contributor communities. Much can be learned from participating in forums and informal offline meet-ups, and by reading articles or perhaps even contributing tips. In addition, many microstock companies provide all sorts of information and insight. For instance, our iStockalypse program brings together contributors at locations all around the world and provides them with education, locations and models. Participants have produced some truly amazing results, and these events also tend to be a lot of fun.
Technology and innovation will continue to change the way we live and the way we work. As is the case in many other industries, the photographers who are able to adapt to changes in technologies and innovations in evolving stock business models are the ones who will find the most long-term success.
Kelly Thompson is the COO of iStockphoto.