The false promise of exposure

Last week, an influencer reached out to me, asking if she could use my studio for free for two hours. In return, she’d give me a mention on her social media—her way of offering “great exposure.” I run a small local photography studio in Union Square, New York, so I asked her how many of her followers were actually based in Manhattan. She didn’t know. I have no use for visibility in places like India or Australia—those people will never be my clients. Since I’m always on the lookout for new faces to photograph, I countered with an offer: she could use the studio for two hours if she modeled for me for two hours in return. You’d think that was a fair deal. I never heard back from her.

You’ve heard it before: “We can’t offer compensation, but it’ll be amazing exposure for you.” But let’s be honest—exposure doesn’t pay the bills, buy new gear, or justify the time and effort put into creating great work.

The promise of exposure is one of the biggest falsehoods in the creative industry. It preys on photographers eager to build their portfolios or get their name out there. But in most cases, exposure is a mirage—a vague, unquantifiable benefit that rarely leads to tangible opportunities. If an organization truly values your work, they should be willing to compensate you for it.

Of course, there are exceptions. Sometimes, working for free can make sense—if it’s a personal passion project, a cause you deeply believe in, or a strategic collaboration that genuinely benefits you. But these should be deliberate choices, not something you’re pressured into accepting under the illusion of exposure.

Before the internet, there were magazines and newspapers. If you wanted to see a photo or read an article, you had to buy a magazine or newspaper. There was a lot of money going around, and top photographers were paid top dollar. Then the internet arrived, and suddenly, everyone assumed content should be free.

What followed was a steady decline in payments, turning the industry into a race to the bottom.

And it wasn’t just photography—everyone in the creative industry suffered. Musicians who once sold albums now had to settle for pennies per stream. Writers who made a living through magazines and books saw their work devalued by blogs and free content. Graphic designers were undercut by cheap online templates, and illustrators watched as AI tools took over their commissions. The internet democratized creativity, but it also stripped it of its worth. Suddenly, everyone expected art for free—or for exposure. Platforms like Instagram, YouTube, and TikTok made it easier than ever to share creative work, but harder than ever to get paid for it.

With photography becoming increasingly devalued, many talented photographers struggle to sustain a career. The average lifespan of a new photography business is shockingly short—many leave after just two or three years. They don’t get the chance to build long-term experience, refine their craft, or establish a loyal client base. Instead, they burn out, unable to compete with the flood of free content and unpaid gigs disguised as “opportunities.” The result? A revolving door of photographers and an industry that loses skilled professionals before they ever reach their full potential.

I wish there were a cryptocurrency called Exposure. That way, creatives could actually convert “Exposure” into real money when it’s offered as payment.

So, next time someone offers you “exposure,” ask yourself: Who really benefits from this arrangement? If the answer isn’t you, it’s time to walk away.