10 Common Portfolio Missteps Photographers Make and How to Fix Them

Last year, an art director at an advertising agency commissioned Catherine Losing to shoot a social media campaign for YSL Beauty. That in and of itself wasn’t unusual, but one detail made it unique: the art director stumbled across her work on Tumblr.    

“Tumblr got me a YSL campaign… in 2022!” the photographer tells me. Looking at Losing’s Tumblr now, it’s easy to see why: this online portfolio, while informal, contains her latest assignments, plus personal work, all united by a clear aesthetic.

In commercial and editorial photography, in particular, an impeccable portfolio forms the foundation for long-term success. After all, it might be the only thing an art director, agent, or photo editor sees before either moving on to someone else—or clicking through to explore your work more in-depth. 

With help from some top reps and agents in the business, we put together this guide to building and curating your portfolio, both online and in-person (printed portfolios are still essential for drop-offs, portfolio reviews, and more). From how to craft the perfect website landing page to updating your portfolio and breathing new life into older shoots, here are some behind-the-scenes tricks for avoiding common mistakes.