How Much Do Headshots Cost?
This is an easy and difficult question as there are a few variables that determine the answer. It’s the equivalent of asking, “how much do cars cost?” To buy a car you normally identify the make, model, and additional options (if any) and compare the prices. Do you simply need something just to get from A to B? Or do you want something flashy with all of the bells and whistles? Similarly, you need to find a photographer that fits your needs (make), explore the packages they offer (model), and see what add-ons they have (options). As the old saying goes, “you get what you pay for”. Headshots are an investment and with the right photographer should land you some prospects and last you a little while. You first need to identify what you need/want headshots for. Are you an actor who needs a bunch of different looks? Are you a business professional that just wants a nice headshot for LinkedIn? Do you need a bunch of social media content? Below I break down what to expect section-by-section and at the end I estimate the average for a high quality one-look headshot session.
What to expect
Find several photographers
First, you need to find several photographers whose work you like and resonates with you. You can use services like Yelp, Craigslist, LinkedIn’s Service Marketplace, and others. With services like Yelp and LinkedIn's Service Marketplace, you can request a quote for headshots and receive several estimates from various photographers. Additionally, you can ask your friends and colleagues if they have any recommendations. When searching for a photographer, make sure they have a body of high-quality, consistent work. If they only have a few photos to look at, or if the price is too good to be true, those are red flags. Make sure their portfolio is rich in imagery and the photos are high-quality (the lighting looks great and even, the subject looks natural, not overtly retouched).
Timed session or “per look”
Photographers vary with how they price their sessions- a timed session or a “per-look” session. Timed sessions are exactly that; they are sessions that last a certain amount of time and can include a certain number of “looks” or unlimited “looks” within that timeframe. A “per look” session isn’t necessarily timed and is based off how many “looks” or outfits you are going to wear. For example, if you are only wearing one outfit for your session and manage to get “the shot” within 15 minutes, great! You both saved a bunch of time and got what you needed quickly. I personally only offer “per look” sessions as I do not like being tied to clock. It allows me to work efficiently or take as long as needed (within reason) with a client. Something to consider when searching for your photographer.
Packages
After you’ve found several photographers whose work you like, check out what they offer. A standard package generally includes the following:
• Consultation prior to the session
• The actual headshot session (timed or “per look”)
• An online proofing gallery (access length may vary and/or may cost additional)
• Retouched images (quantity and cost vary)
As mentioned previously, photographers vary in how they price their sessions; timed or “per look”. Headshot packages aren’t always one-size-fits all. A business professional who only needs one nice headshot for LinkedIn might not need various outfit changes, multiple retouched images, or a makeup artist like an actor or model might.
A business professional or someone who wants to enhance their personal brand, might look for a package that includes:
• Consultation prior to the session
• One look (outfit) against a white, gray, and/or black backdrop
• A proofing gallery
• One or two retouched images
An actor or model might want a package that includes:
• Consultation prior to the session
• A makeup artist
• Three different outfits
• Three different backgrounds/backdrops
• A proofing gallery
• 10+ retouched images
As mentioned previously, it's important to identify your personal use-case for your headshot. Is it just for LinkedIn and social media? Or are you trying to book work with it?
The breakdown
Now, all of those combined will get a rough estimate. Let's use the “per look” session as our base. Let’s dive in:
• Photographer: A one-look session with a high quality photographer will range between $300-$1,000 depending on your location. Some photographers only offer a minimum of two looks so be sure to confirm with them beforehand. Yes, that is pretty big spread but lets get into what might be included:
• Additional looks/outfits: These are extra outfits/styles beyond what is included in the base session. Additional looks usually average between $75-$150 each. So if a one-look base rate is $300 and you add an additional look for $100, it’d cost a total of $400 for a two-look session. Keep in mind, if your session only includes 2 retouched images you might want to consider purchasing additional retouches for the additional looks. But, if they are like me, I include three retouched images with each look. :-)
• Makeup artist and hair stylist: Some photographers have their own in-house artists but most usually have recommendations. These rates are solely dependent on the makeup artist but usually fall in the ballpark of $150-$250. If you’re just getting makeup, it could be between $100-$150. Please note that these services might already be included in the photographers' package price.
• Retouched images: This is the process of enhancing, cleaning up, and polishing your headshot. Getting rid of blemishes/fly-aways, color correction, enhancing contrast, sharpness, etc. These usually cost between $50-$150 each. It’s a tedious, time consuming process but worth it in the end.
• Proofing gallery: The proofing gallery should be included for free in every session. However, some photographers will implement a timeframe for access to the gallery. For example, after your session you may only be able to access it for 14 days or 30 days. After that they charge a “hosting fee” or “re-upload fee” which will only allow temporary access to your gallery for an additional timeframe of 14-30 days. This fee, which I do not charge, is usually in the ballpark of $25-$50. The reason some photographers do this is because they pay to use other gallery hosting services. Unlike them, I host everything on my websites' servers and do not implement a timeframe. My clients have access to their galleries 24/7/365 for free. So beware when they implement timeframes on your gallery.
• Digital files: The digital files of the final retouched image(s) should always be included in the cost of buying the retouched image. They will usually be supplied in hi-res and lo-res versions. However, some photographers only include the digital files of the retouched images as the deliverables and not the entire session of original files. Some photographers, like myself, offer the original session files for an additional fee which ranges between $100-$250. This is because the original files aren’t necessarily the completed work. Some photographers do not want raw, un-retouched, original photos floating around the internet as it does not accurately represent their final work.
THE TAKEAWAY
Based on those individual figures above, the average person looking for a two-look headshot session, with 4 retouched images, a proofing gallery, and the digital files of the retouched images could be looking at an average price of around $500 for a headshot session. Additional looks, makeup artist, and additional retouched images are extra. However, photographers often put together packages at discounted rates. So those same elements in a packaged rate could actually only cost $300-$450. Additionally, photographers often offer a bulk discount for companies getting headshots for multiple employees. Be sure to ask about that if hiring for company-wide headshots.According to the WSJ, the perfect professional headshot is worth around $1,000 and maybe even a job. If you find the right photographer who can capture a confident and comfortable version of you, it's worth every penny.
Bonus: if you're an influencer or someone who just wants a bunch of photos to post on social media, photographers might offer something called a "content shoot". This is just a straight up timed session that lasts around 30 minutes to an hour and includes very minimal or basic retouching/enhancements on either all or a certain bulk amount of photos. These types of content packages usually run around $250-$500, so an average of $300. It is less involved and less detailed than a standard headshot session, but might be a good option to ask about.
The above estimates are rough averages for Los Angeles, CA and will vary based on location, quality of photographer, packages, add-ons, etc. The above rates are essentially how much each element costs individually. Once you've found and booked your photographer, check out what to expect in a headshot session and 5 ways to tell when you should update your headshot.
Try out this handy headshot cost calculator below!
HEADSHOT CALCULATOR
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Published: February 7th, 2022
Written by: Tyler Coleman
Contact: tyler@typierce.com
Photos by: Andrew Hutchings and NeONBRAND via Unsplash
Written by: Tyler Coleman
Contact: tyler@typierce.com
Photos by: Andrew Hutchings and NeONBRAND via Unsplash