73. How to freelance in 2025.
ways to navigate the freelance life stress-free for creatives.
Comrades, welcome to another edition of Xavografica, a free, independent newsletter from me, Xavi, an independent photographer, creative director & artist.
Early this year I shared my journey as a freelance photographer with Steve Follan on his podcast Being Freelance. You can listen to the episode here. Since then, I’ve received a ton of positive feedback from all over the internet and in person, but, also a bunch of really interesting questions about being a freelance and what it takes, and how to do it; not just from photographers but from all sorts of creatives. Such questions inspired me to write today’s newsletter sharing 10 ideas, all experienced first hand by me, learned from failures, turned into innovations on how I’m tackling being a freelance in 2025 and what I do to stay constantly busy.
The freelancing game changes at warp speed; it evolves almost weekly as new technologies and trends set the standards and it’s fair to say that you’re already behind if you’re still playing by post-covid rules for example. That’s why I’m happy to share these ideas that I’ve adopted to avoid staying behind:
1. Adapt, innovate.
Freelancing rewards you if you remain adaptable and open minded, talent is now secondary. Artificial intelligence, economic shifts, and industry shake-ups are constant. If you’re holding on to the excuse of “how things used to be”, you’re done. Learn new tools, refine your soft and hard skills, keep an innovative mindset as your growth factor and pivot when necessary, whatever it takes.
2. Work on your personal brand.
Skills alone won’t cut it anymore. Thousands of people now can do exactly what you do. Think, why should clients choose you over anyone else? Standing out from a pool saturated with freelancers is your goal, and you do this by defining what your voice says, defining your visuals, and your perspectives; add value. Freelancing is about what you bring to the table; be reliable, consistent, make a difference. Build a reputation, not just a portfolio.
3. AI won’t replace you but AI-enhanced freelancers will.
If you’re not using AI to streamline your workflow, automate admin tasks, or turbocharge your creativity, you’re already losing to those who are. It’s pointless to try to fight technology, become comfortable with it and own it! This will give you the time to do the tasks you need to focus on and be present with potential clients and collaborators. Also, spend less time doom scrolling.
4. One revenue stream is a death trap.
Relying on a single client, contract, or type of work is revenue suicide. Trust me, I was there relying on a single niche as a food photographer. Yes, I started teaching, mentoring, and writing about my niche but then, all that wasn’t enough. Budgets were reduced as the market became saturated with “content creators.” Then it was the effects of inflation, and so on… Multiple income streams mean more stability, retainers, consulting, digital products, speaking gigs… If you’re becoming a freelancer, chances are you’re already an expert in your field, use that expertise. But, most important: be honest, don’t BS people for money.
5. Work out your finances.
First, your business plan has to be so simple, you can write it down on a napkin. Then, know your value and where you stand. Cheap work attracts cheap clients, full stop! Stop underselling yourself out of fear or impostor syndrome. In this current climate, companies are cutting costs, but I was surprised when I learned that they still want to pay for results. Become an investment, not an expense.
6. Connections mean growth.
Your network is your lifeline. Clients don’t just come from Instagram stories, LinkedIn bragging, or cold emails. They come from referrals, conversations, and being the “I know someone” when someone needs what you offer. Make noise in the right rooms, make valuable connections and turn them into your brand ambassadors.
7. Visibility is fuel.
If people don’t see you, you don’t exist. Harsh, but true! You don’t need to dance on TikTok or go viral on a platform, but you do need somewhere that showcases your work, your thinking, and your value. Portfolios, newsletters, blogs, social presence, doesn’t matter, pick your stage.
8. No contract? No project!
This is a case of do as I say, not as I do, as I’m the nice guy who believes everyone is as honest and honorable as I am. Ignore how “cool” the client seems or the project looks, without a contract, you’re gambling. Protect your time, your reputation, your brand, your money, and your sanity. Set clear terms upfront or prepare to get burned.
9. Investing in yourself is investing in your business.
If you’re cutting corners on tools, education, services or even your mental and physical health, you’re the problem. The finest freelancers reinvest in themselves. Think again about your soft and hard skills, invest in the things that you can’t do but others can to help you get where you want to be. From websites & design assets, to PR and business coaching.
10. Perfection is a trap, resilience is the way.
Some months will suck. Clients will ghost you, ideas will flop. So how do you keep going? Don’t chase perfection, just take it one day at a time and don’t stop. Improve, adapt, and keep moving forward at a steady pace. That’s the game.
Now, the necessary bragging:
I’ll be running a series of FREE industry talks at PhotoBook Cafe in Shoreditch, London during April and May with three specific topics to cover on freelancing as a photographer or creative.
The schedule:
How to price our services. Monday, 14th April 6-9 PM.
Putting together a portfolio. Monday 28th April 6-9 PM.
Commercial work: Food, portrait & event photography. Monday 12th May 6-9 PM.
As part of my business as a freelance photographer and creative director, I mentor photographers, artists and creatives in all areas of expertise. From semi pros who wish to grow their business to seasoned pros who need a look at their business model from a different perspective. Contact me if you think I can help.
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This is super helpful. Thanks for sharing! I think the whole AI development sucks, but you are right that embracing it in some way is better than resisting it.
Thanks for sharing this!!
Great list, Xavi... I need to notch up on a few of these.