How to price photography and video services
Underpricing hurts your business and the industry. Learn how to calculate costs, set rates and present packages confidently.
Pricing is one of the hardest parts of running a photography business. A structured approach helps you charge fairly and sustainably.
Calculate your cost of doing business
Add yearly costs: gear, insurance, software, website, marketing, transport, taxes and your desired salary. Divide by the number of jobs you can realistically do in a year.
Count all the hours
A two-hour shoot includes planning, travel, setup, editing, delivery and communication, often six to ten hours in total.
Research the market
Know local rates in Mérida and the Riviera Maya for weddings, real estate, products and events, but price based on your value and costs, not just competitors.
Create packages
Offer two or three clear packages with defined hours, number of images and deliverables. The middle option is usually the most chosen.
Licensing for commercial work
Brands pay for usage. Price higher for advertising, billboards and long-term commercial rights than for social media only.
Deposits and contracts
Require a deposit, usually 30 to 50 percent, to book a date, and put everything in a contract.
Raise prices as you grow
As demand and quality increase, adjust rates.
