Pivoting your Equine Photography during COVID-19
Photo credit: Shelley Paulson
For the last two months, most of the United States has been under some kind of stay-at-home order, with many businesses closed to the public. For a lot of us equine media professionals and photographers, that meant a pause on photo sessions with horses and humans. Some areas are beginning to tentatively open up, and others are still firmly locked down.
While you may have plenty to keep you busy, you may also be worried about dwindling income in this season and the days to come. We visited with three photographers about how they have found creative ways to bolster their business in the time of coronavirus: two Freelance Remuda Podcast guests and a member of our Facebook Group.
Kirstie Jones
Location: Aubrey, Texas
How has your work been affected by COVID-19?
Starting mid-March, I postponed many travel trips for portrait sessions, and rescheduled my local Texas portrait sessions due to the Stay-At-Home order. Some commercial work was cancelled due to budget restraints.
During this unique season, what are some ways you have used your time differently?
Having my toddler home from school meant that a significant amount of my normal work hours were spent watching her! The first several weeks I took a large break from work and then slowly started putting more hours into my business. I made sure to spent a lot more time at the barn. I have also spent time reading and watching business courses to learn more.
Have you found any ways to boost your income?
I had time to launch a new course for my education brand, Learn with Kirstie Marie Photography www.kmplearn.com . I also had a sale on my courses celebrating the new website I designed.
What is something that has helped you during this season?
I’ve made it a point to wake up early, before the rest of the family, to read my Bible. I have also tried to exercise 5x per week.
What are you looking forward to as the shelter-in-place orders are lifted?
I knew I loved my career, but I didn’t know quite the emotional, physical, mental, and financial benefits working gave me! I missed doing photo sessions tremendously and I’m thrilled to be back now!
Do you have any advice or encouragement for other equine photographers struggling right now?
As restrictions lift, I don’t think we in the clear quite yet. While I am optimistic that it won’t, I am trying to be realistic that another shut down might happen. Also, I am realistic that the equine industry is usually hit hard during recessions. Have a clear marketing plan that articulates your value to the marketplace and stay creative.
Do you have links to anything you're working on that you would like to share?
I have a lot of free education on my website at www.kmplearn.com/blog with new YouTube videos coming out weekly.
Shelley Paulson
Location: Minnesota
How has your work been affected by COVID-19?
My work hasn’t been terribly affected yet as this is usually a slower time of year for me as we transition from winter to summer. That said, future bookings for work are basically non-existent, so I am concerned about the summer month and overall income potential for 2020.
During this unique season, what are some ways you have used your time differently?
I’ve been focused on parts of my business that aren’t dependent on travel or customer-facing contact such as revamping my Equine Stock Photo Library and adding Image Packs and Subscriptions. www.shelleypaulsonstock.com
Have you found any ways to boost your income?
I have applied for the PPP loan.
What is something that has helped you during this season?
Online Zoom chats with family, friends and colleagues! Nothing beats face-to-face interaction, but video chat is close! I’ve also been trying to ride more and go on walks when the weather cooperates.
What are you looking forward to as the shelter-in-place orders are lifted?
Getting out and taking photos again! Not being able to go places and create has been detrimental to my mental health.
Do you have any advice or encouragement for other equine photographers struggling right now?
I see a lot of photographers playing around with photo editing techniques, and there’s a place for that, but I cringe a little thinking about how they might be using that time to work on their web site, learning new things, getting their workflow and marketing plans in place for when we are back to work. I’ve spent most of my time the past few months working on my business because I want it to be even better after COVID-19 than it was before.
Do you have links to anything you're working on that you would like to share?
Sure! Besides my stock photo library (www.shelleypaulsonstock.com) I’ve been working on updating my entire main web site www.shelleypaulson.com and have also added a page for a new service I’m calling Branding Photography. It’s for small- to mid-sized businesses who are looking for more social media and marketing content on a regular basis www.shelleypaulson.com/branding.
Sara Shier
Location: Huntington Beach, CA but we serve most of California
How has your work been affected by COVID-19?
It's been interesting to see my ability to pivot when it comes to my business! We decided to concentrate on horse show photography going into 2020, both as an official photographer and a private client photographer, but COVID gave us different plans! One of my biggest shows of the year was canceled and we anticipated that more would be canceled. It forced us to do a hard pivot back into Horse + Rider portraits, black backgrounds, and offer other services outside of my normal. Since outdoor photography is an activity that we can practice safe social distancing, I've still been able to work, but its definitely been slower than normal!
During this unique season, what are some ways you have used your time differently?
I had to stop riding due to the shutdown, so I have had a lot of free time on my hands! We've been working on the back end of my business a ton: updating the website, creating educational content, recording the Horses in Focus Podcast with my co-host Giana again, personal projects etc. In truth, we have appreciated this time of rest because I definitely needed it!
Have you found any ways to boost your income?
I started offering mini sessions of services I would potentially want to offer in the future! It helped keep a steady income while also building my portfolio if it was something I decided I want to offer year-round! I've also been able to refocus on creating educational content for fellow equine photographers. I'm a huge fan of e-books and PDF guides so I've been able to release a few I had on my to-do list for quite some time! I also did a special on old show photos!
What is something that has helped you during this season?
REST. 2019 was a crazy year and I reached a very unhealthy point of burnout a few times throughout the year. Being forced to rest has really shed some light and given me some clarity on changes I needed to make for my business and personal well being! When things are back to normal, I’m going to be making a point to schedule more weekends away, time with friends and family, and selfcare.
What are you looking forward to as the shelter-in-place orders are lifted?
HORSE SHOWS! This was the first year I’ve been able to pursue private client photography and I absolutely LOVE IT! Being a private client photographer is so much more of a personal and intimate experience than being the Official Photographer. We get to be part of our riders team (and biggest cheerleader!) and truly capture the experience that goes into their story at a horse show. Although I absolutely love my job as an Official Photographer, I’m counting down until I can get back to the Desert Horse Park to serve my private clients!
Do you have any advice or encouragement for other equine photographers struggling right now?
I created a blog post on safeguarding your business during the coronavirus and in the future. https://www.sarashierphotography.com/blog-content/for-equine-photographers-how-to-keep-the-lights-on-for-your-biz-during-the-coronavirus-outbreak
On another note, I see it far too often that photographers skip over the fundamentals of actually being a business and establishing their brand so they can market themselves effectively. I encourage other equine photographers to spend this time either working on the backend of their business or investing in education. I created a blog post on the education I’ve invested in for my business here: https://www.sarashierphotography.com/blog-content/for-equine-photographers-education-ive-invested-in
Do you have links to anything you're working on that you would like to share?
I just released my new Horse + Rider posing guide and offer other PDFs too https://www.sarashierphotography.com/the-shop
The coolest thing I’ve done during the outbreak was a photoshoot with my favorite little client on the Las Vegas Strip: https://www.sarashierphotography.com/blog-content/peyton-meatball-the-las-vegas-strip-during-covid-19-las-vegas-nevada