I’ve been watching a big shift in the equine industry lately. More companies are hiring “content creators” to produce short-form videos and quick lifestyle images for social media. It’s a smart move in many ways. Today’s marketing demands a steady stream of fresh, human, relatable content.

But this rise in creators has also sparked some questions from clients and photographers alike: Will this replace the need for commercial photography?

From where I sit, the answer is no. It’s simply changing the landscape, not erasing it.

I’d love to walk you through how I see the differences.

Content Creators: Built for Speed and Volume

Content Creators thrive in fast-paced environments. They’re great at capturing the day-to-day moments that feel spontaneous and real. Brands lean on them for reels, TikToks, product-in-use clips, and casual images that keep social platforms feeling fresh. The deliverables are quick, plentiful, and designed to blend into the feed.

This kind of content has its place. In fact, it’s become essential.

Commercial Photographers: Built for Craft and Consistency

Commercial photography like mine plays a different role. These are the images companies build their identity on. Catalogs, packaging, advertising campaigns, editorial features, hero shots for websites—all of that requires a level of planning, technical skill, and consistency it takes years to master

Horses add another layer to that. You need someone who understands behavior, timing, safety, and how to work with live animals in a way that still delivers polished, dependable results.

One of my favorite quotes is from photographer David duChemin:
“Great photography happens where craft and vision meet.”
That feels especially true in commercial work.

Different Tools for Different Jobs

Most content creators offer broad usage in their pricing. Their work tends to be short-lived, appearing mostly on social media.
Commercial photographers license imagery because the work has a longer lifespan and supports bigger, more strategic marketing efforts.

Different tools. Different budgets. Different expectations.

Brands need both. In fact, the more content they create, the more they start to notice the distinction between images made “for today” and images made “for the next several years.”

So, Will Content Creators Replace Commercial Photographers?

I don’t believe so.

Creators will absolutely continue to thrive, especially in the social-media space. But commercial photographers remain essential for any brand that wants consistent, high-quality visuals that represent who they are at their core.

Both matter. They just serve different purposes.

Final Thoughts

I believe our industry is stronger when we understand these roles instead of pitting them against each other. The best results come when brands pair fast, flexible content with thoughtful, well-crafted commercial imagery that stands the test of time.

If you’re an equine brand building out your 2026 marketing plans and want imagery with longevity, intention, and deep horse knowledge behind it, I’d love to talk about how we can create that together.