From passion to profit: how to make money from macro photography

The magic of macro photographs lies in their ability to transport the viewer into another world, showcasing a subject that's larger than life. But turning your passion for the petite into a profitable venture demands more than enthusiasm.

Oliver Wright, a British nature photographer from Leeds, UK, transitioned from project management to photography after a voluntary redundancy. Despite initial doubts about the financial prospects of macro photography, he continued to shoot the genre in his spare time while taking on other paid gigs such as weddings. An unexpected email from Canon, impressed by his macro work, marked a turning point in his career. He was invited to talk at Canon events, which led to collaborations with BBC Wildlife magazine, The New York Times, The Independent and more.

Oliver encourages aspiring photographers to shoot subjects they enjoy while building their business. "I was basically doing anything that was coming along, until I sort of matured as a professional photographer and started to build relationships with big companies. I'd say to anybody who is working through that transition that it's really important to make sure you are still doing photography that you enjoy – and for me that was macro."

Tina Eisen, a German fashion and beauty photographer based in Buckinghamshire, UK, says that her pivot to macro emerged during the Covid-19 lockdown. Unable to collaborate with teams, she explored using her own face as a canvas, which led to a newfound passion for macro and a useful business niche. Her unique storytelling through small details such as lips has attracted the likes of Max Factor, Sephora and Harvey Nichols, plus other international brands and publications. "Macro photography lends itself so well to the make-up industry," she says. "It gives brands an opportunity to showcase their products up close on the skin, capturing textures and composition with much greater detail."

Here, Tina and Oliver share their secrets for macro photography business success.

Building credibility and showcasing a unique style are key to making your work stand out in a sea of images, but social media is often the key to getting a commission. "Many brands use social media as a recruitment tool and it's certainly served me well," says Tina, who has been approached dozens of times by brands who have seen projects she's created for other companies or personal projects she's shared.

Oliver adds: "You've got to work really hard on getting your photography seen. If I post a blog, I'll add a series of images but there has to be a theme. For my website it has to be the best of the best, and for social media it can just be something I think will elicit a response. So share new pictures online, and try to get as many people to see them as possible."

Tina reveals a trick that has helped her narrow down her selection of what to share – view photos on your phone. "If the image has impact on a small screen it always works at a larger size," she reveals, adding that a good balance of images is also important. "There's the 'safe' pictures – those that have a commercial approach. Then there are those that show the client that their product can be shown in a no-frills fashion without distraction. Then there's the editorial, creative, loud ones. You need those too. In a vast ocean of images you need the showstoppers to grab your client's attention; those that make someone stop scrolling are the ones that pique interest and the 'safe' ones are the ones that seal the deal."

From canvases to cards, NFTs to YouTube tutorials, there are many ways to tout your wares, so aside from pitching to clients, how can you make money from macro photography? Tina, who sells prints directly through her web shop, says the answer is to go big. "The bigger the better when it comes to macro imagery, and the most popular medium has always been large-scale, sleek, acrylic prints with no distracting borders. I toyed with the idea of smaller merchandise but never pursued it, as small-scale prints don't do justice to macro images."

When it comes to the contentious topic of NFTs, the two photographers hold opposing viewpoints: while Oliver was dissuaded by negative feedback, particularly concerning the environmental impact of blockchain's energy usage, Tina has been more positive in exploring the new medium. "I've been an NFT artist since 2021 and sold many pieces to collectors worldwide. It's exciting and incredibly rewarding to be able to connect with a whole new audience of art collectors. I do see the dangers of scams, just like in most online trading mediums and staying well-informed and vigilant is of utmost importance. Security with regards to crypto art and currency trading should be high on anyone's to-learn list before considering entering these industries." Whichever way you lean, the creation of NFTs is a subject photographers will need to educate themselves on in order to make a considered decision.

Oliver recommends diversifying beyond a single photography genre or revenue stream. "I don't make all of my income from macro photography. It's a chunk, but my advice is not to look at it in terms of monetising your macro photography; instead monetise your photography skill," he says, explaining that part of his income comes from leading photography workshops around Europe.

In the macro photography business, your network is just as crucial as your expertise, and expanding your connections can significantly boost your opportunities. "Most of my lasting, valuable connections were formed during photography trade shows," Tina says. "There is immense value in physically meeting like-minded people and putting faces to names. Having a good network of fellow creatives within the same industry is invaluable. What's more, word-of-mouth recommendations have landed me many jobs and, equally, I've been able to recommend people I know and trust to clients when I haven't been available, or a job was outside of my expertise."


Whether you're capturing the small wonders of nature, the intricate details of beauty products, or something in between, the world of macro photography offers endless possibilities for turning passion into profit.