When and How to Increase Your Photography & Videography Pricing (Without Losing Clients)
For photographers and videographers, deciding to increase your rates is tougher than setting them the first time. Many lens masters wait too long, give too much heads-up, or over-explain. This guide shows you when to boost your photography and videography pricing and how to do it in a way that keeps your best clients (like those dream wedding couples or long-term real estate agents) and lets go of the ones holding your business back.
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The quick answer
You are underpriced if you are closing more than 80% of your wedding photography or event videography proposals. Another sign is if your waitlist for engagement shoots or property tours stretches beyond 4-6 weeks. Also, if clients rarely question your package rates, even for premium add-ons like a second shooter, drone footage, or an album design, you likely need to charge more. Raise your photo/video package prices at least once a year. Give clients 60-90 days notice, especially for booked events, and offer a simple reason like 'due to increased demand and investment in new gear.'
Side-by-side breakdown
Gradual increase: A 10-20% increase yearly, often aligned with new booking seasons, contract renewals, or the calendar year. This is least jarring for wedding couples or event planners. It helps keep long-term relationships, like with real estate agencies, strong. A steady 15% annual increase can dramatically boost your net profit from wedding packages over three years. Immediate reposition: This involves a big jump (50-100%) in your full-day wedding coverage or corporate video rates, often with a new, enhanced offer. This might mean adding a deluxe album, advanced color grading, or a faster turnaround. You might lose some budget-conscious clients, but usually, these are the ones who demand the most post-production time for less profit. This move helps you attract premium clients willing to pay more for high-end cinematic wedding films or extensive brand content.
When you should raise prices now
Raise now if your close rate for wedding packages, portrait sessions, or commercial shoots is over 80%. Raise if you're turning down 2-3 inquiries per week because your calendar for engagement photos or event coverage is full. Also, if you've invested heavily in new gear (like a RED camera or specific prime lenses) or advanced editing courses (e.g., DaVinci Resolve color grading) since your last price update, it's time to charge more. If your operational costs, like cloud storage for RAW files, software subscriptions (Adobe Creative Suite, LightRoom, Capture One), insurance for your equipment, or a studio rental, have gone up, your prices should too. Finally, if you know deep down you undervalued your time and creative vision when you first set your photography or videography rates, a raise is overdue.
When to wait
Wait to raise prices if you're still working on a major project for a high-profile wedding planner, corporate client, or magazine, and you need a glowing testimonial or referral. Also, if you are just starting to offer new services like drone videography for events or specialized architectural photography, where building a portfolio and client trust is key, hold off. Lastly, wait if you've lost three or more recent inquiries for wedding photography, family portraits, or real estate tours specifically because of your price. In this case, raising prices would be the wrong move; you might need to adjust your offer or target market.
The verdict
Aim to increase your photography and videography prices annually, perhaps at the start of the new booking season (e.g., after the new year for spring/summer weddings). Announce your new rates. For clients who already have signed contracts (like a wedding booked 12 months out), honor their original rate. All new inquiries or bookings should get the updated pricing immediately. The extra income from booking just a few more clients at higher rates compounds quickly, and you'll find fewer clients walk away than you fear, especially your ideal ones.
How to get started
Draft your photography or videography price increase announcement email today, even if you won't send it immediately. The act of writing out why you're increasing your full-day rates for events or your hourly rate for commercial shoots helps clarify your reasons and how to present them. Then, apply these new rates to your next three new proposals for potential clients, before rolling them out to existing project inquiries. This helps you gauge market reception without impacting current bookings.
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FREQUENTLY ASKED QUESTIONS
How much notice should I give clients before a price increase?
60 days is the standard for ongoing retainer clients. 30 days for project-based clients. New pricing applies to all new proposals immediately — you do not need to notify prospects, only existing clients mid-engagement.
What do I say when a client says the new price is too high?
Say: 'I understand. My new rate reflects the scope and value we have been delivering together. If the new rate does not work, I am happy to help with a transition plan.' Do not negotiate unless you have a specific structural reason to. The clients who leave on a price increase are usually the ones taking the most of your time for the least margin.
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