If you love photography and are interested in selling your images, you might be wondering, “Who actually buys photos?” This question may also arise for more experienced professionals in the field.

Well, to be honest, it’s quite a complex answer, and the short answer is: more people than you might think.

There are many different types of image buyers, each with unique needs based on their specific jobs. You might be surprised by the variety of professions that require purchasing photos. Whether you're new to selling your photos or an experienced photographer seeking fresh ideas and unexplored markets, consider the list of potential buyers below.

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35 types of image buyers (list)

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The list below is from my over ten years of experience working in picture agencies, and I have categorised the different types of buyers into three groups: “Easy Win,” “Takes Time,” and “Challenging”. These categories are based on my experiences and those of others regarding the relative ease or difficulty of connecting with specific buyers.

"Your next buyer might be someone you’ve never even considered."

When reviewing this list, consider your own skills and experience levels. If you are new to selling your photos, you might want to start with the Easy Wins. However, if you are more comfortable reaching out to image buyers, you should explore the buyer market's more time-consuming or challenging areas.

Best of luck!

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Personal & Individual Buyers

1. Individuals looking for wall art (easy win)

2. Individuals buying photos for personal projects (gifts, scrapbooks, decoration, etc) (easy win)

3. Event attendees buying pictures they were in (easy win)

4. Students for academic and educational projects (easy win)

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Small & Local Businesses

5. Small business owners (cafés, shops, salons, etc) (easy win)

6. Estate agents and realtors (takes time)

7. Local councils and community organisations (takes time)

8. Wedding or party organisers (easy win)

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Media & Publishing

9. Newspaper picture editors (web and print) (takes time)

10. Magazine picture editors (web and print) (takes time)

11. Book cover designers (takes time)

12. Picture researchers for books (takes time)

13. Designers for greeting cards (takes time)

14. Designers and picture editors for calendars (takes time)

15. Academic publication editors (takes time)

16. Travel editors (websites, brochures, social media) (challenging)

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Marketing & Design Agencies

17. Art editors at advertising agencies (challenging)

18. Account managers/art editors at design agencies (challenging)

19. Art buyers for clothing and merchandising (challenging)

20. Designers for corporate publications such as annual reports and brochures (takes time)

21. Designers for billboards, outdoor advertising, and wayfinding (challenging)

22. App developers needing UI imagery (takes time)

23. Packaging designers (takes time)

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Specialist & Uncommon Buyers

24. Designers at charities for campaigns (takes time)

25. Tourism boards and destination marketing (challenging)

26. Museum and heritage attraction designers (takes time)

27. Architects for brochures/building design (takes time)

28. Interior design/furniture companies (challenging)

29. Artwork buyers for pubs/restaurants (takes time)

30. TV and film set designers (challenging)

31. Art directors for TV ads (challenging)

32. Freelance TV/documentary researchers (takes time)

33. Art buyers for government departments, doctors, dentists etc (challenging)

34. Infrastructure project media researchers (construction, transport) (challenging)

35. Partwork editors (collectables, playing cards) (takes time)

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Final thoughts and next steps

As you can see, the world of image buyers is far more varied than it first appears. Some are quick wins close to home, while others may take months (or even years) to build trust and secure purchases.

The key is to start where it’s easiest: local businesses, individuals, and personal networks, then gradually reach out into more specialised markets as your portfolio grows. This gradual approach should help you establish a network and give you the confidence to keep expanding into other markets.

Don't forget, every photo you take could be precisely what someone is looking for, whether it ends up on a wall, a book cover, or in a film set. Your next buyer might be someone you’ve never even considered.

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This list of buyers is great, but how exactly do I reach out to them?

Remember, we’re here to help you every step of the way. Our extensive library of photography marketing guides for your Picfair Store and overall photography practice is at your disposal, covering practically every area of promoting and selling photos.

Apply these tips and techniques in the guides to the list above, and with time, effort, and patience, you could sell your photos to a range of buyers.