Why Photographers & Videographers Aren’t “Just Creatives” Anymore

Claire Gilham-Martin

There was a time when being a photographer or videographer meant focusing on your craft.

You’d shoot.
You’d edit.
You’d deliver incredible work.

And that was enough.

Now?

We’re expected to be:

  • Content creators
  • Social media managers
  • Marketers
  • Educators
  • On-camera personalities

All while still doing the job we actually started our business for.

And if I’m being honest…

Sometimes it feels like creating content about the work has become a bigger job than the work itself.

The Shift No One Really Talks About

Social media has changed the industry completely.

It’s no longer just about how good your work is—
it’s about how well you can show it, explain it, and package it into content people want to watch.

As photographers and videographers, we’ve had to learn:

  • How to film ourselves
  • How to edit for multiple platforms
  • How to speak on camera
  • How to stay consistent online

None of which we signed up for in the beginning.

But Here’s The Flip Side.

What’s really interesting is this:

While we’ve had to become content creators…

Non-creatives now feel like they have to become photographers and videographers.

I’ve had so many people reach out lately:

  • Food business owners
  • Cake makers
  • Tradies
  • Small business owners

All saying the same thing:

“I know I need content… but I don’t know how to do it.”

Or worse:

“I hate being on camera.”

I Get It—Because I Was There Too

Even though I’m in this industry, video didn’t come naturally to me.

It was only about 18 months ago that I really started showing up on camera.

And honestly?

It was awkward.

  • The lighting wasn’t right
  • I didn’t know what to say
  • I overthought everything

Looking back now, some of those videos are hard to watch 😅

But they were necessary.

Because the only way through that stage… is through it.

You Don’t Need to Be a “Content Creator” Overnight

This is where I think a lot of people go wrong.

They feel like they need to suddenly become:

  • A full-time content creator
  • A confident speaker
  • A polished brand

You don’t.

You just need to start.

For non-photographers/videographers:

  • Your content doesn’t need to be perfect
  • It doesn’t need cinematic lighting
  • It doesn’t need expensive gear

It just needs to show:

  • What you do
  • How you do it
  • Why it matters

For Creatives: It’s Okay To Feel Frustrated Too

If you are a photographer or videographer…

It’s okay to admit this shift is a lot.

We’ve had to:

  • Learn skills outside our craft
  • Spend time creating content instead of creating work
  • Constantly think about visibility, not just quality

And that can feel exhausting.

But it’s also opened doors.

The ability to share our process, educate others, and connect with a wider audience is something we never had before.

Create Content That Supports Your Work—Not Replaces It

This is something I’ve learned over time.

I don’t want to follow trends just for the sake of it.

I want to create content that:

  • Feels like me
  • Supports my work
  • Actually helps people

Some of my videos have gone viral.
Most haven’t.

And that’s fine.

Because if something I share helps even one person—
it’s done its job.

What If You Hate Being On Camera?

You’re not alone.

But here’s the truth:

You don’t have to jump straight into talking to camera.

Start with:

  • Filming what you’re already doing
  • Showing your process
  • Using voiceovers instead of speaking live
  • Keeping it simple

Confidence builds over time—not before you start.

And Yes… Let’s Talk About Negative Comments

This is something that holds a lot of people back.

The fear of:

  • Judgment
  • Criticism
  • Trolls

But most of the time?

Those people aren’t your audience.

They’re looking for a reaction.

The best thing you can do:

  • Don’t engage
  • Stay professional
  • Protect your space

Delete. Block. Move on.

Final Thoughts

Whether you’re a photographer, videographer, or a business owner in a completely different industry…

We’re all feeling the same shift.

Creatives are being pushed to become marketers.

And business owners are being pushed to become creatives.

Somewhere in the middle of that…

We’re all just trying to show up, do our best, and build something that works.

If You’re At The Beginning

Your first content won’t be perfect.

Mine wasn’t.

But 18 months later, I’m grateful I started when I did.

Because the hardest part isn’t learning the skills—

It’s pressing record for the first time.

Back to blog