Photography is forever evolving, shaped by advancements in technology and the way creative styles shift over time. To dig into the photography and technology trends in 2024, we’ve taken a look at our Jessops sales data on the year’s top-selling products from January to September 2024.

From the comeback of retro photography to products that went viral on TikTok, there’s plenty to unpack from this year!

But we’re not stopping there. We’ll also explore what’s coming in 2025, with expert predictions from Lizzie James, Product Specialist at Jessops.

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Photography and technology trends of 2024

Photography trends to expect in 2025

At Jessops, the Sony a7 III has been a standout favourite. Lizzie explains why: "The A7 III packs a 24.2MP high-resolution sensor and fast autofocus into a sleek, portable package. It also features full-frame 4K movie recording, making it a top choice for both photographers and videographers alike."

"And with the included 28-70mm lens, it's a fantastic all-in-one setup for everything from portraits to landscapes."

For everything you need to know, check out our mirrorless camera buying guide.

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She adds: "One of the best features is the omnidirectional obstacle sensing. This means the drone can detect and avoid obstacles in every direction, making it much easier and safer to fly – even if you're a beginner!"

"Then there's ActiveTrack 360° with Trace Mode, which is brilliant. It lets the drone automatically follow a subject and keep it nicely framed. It's ideal for capturing smooth, professional-looking videos of anything that moves – like people, cars, or even wildlife."

“Just remember to fly responsibly! It's a good idea to check local drone regulations, avoid restricted areas like airports and always keep your drone within your line of sight. “

As drone technology continues to advance, their appeal only grows, allowing photographers to push boundaries and see the world from entirely new angles.

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Lizzie says: "In a world where everything lives on a screen, instant cameras bring a sense of tangibility and fun. There's no overthinking or endless editing – you just snap, print, and hold the memory in your hands. It’s something uniquely special.”

"There's also the social factor – instant photography has become a hit at parties, weddings, and gatherings. People love how instant prints create a keepsake in the moment."

In 2024, photographers stepped out of studios and cityscapes and turned to nature for their backdrop.

This trend is all about showcasing the beauty of the outdoors, from serene forests to dramatic coastlines. Photographers are using natural elements like trees, rocks, and water to create layered, textured compositions that bring their images to life.

Lizzie explains: "Shooting in nature adds something you just can't replicate in a studio or urban setting. The light, the textures, and the unpredictability of the environment make every shot feel unique and full of character."

Beyond aesthetics, this movement ties into a broader appreciation for the outdoors. As photographers continue to look for more organic and authentic ways to create, natural backgrounds are proving to be an endless source of inspiration.

Artificial intelligence (AI) and automation have become essential tools for photographers in 2024, offering new ways to enhance creativity and streamline workflows.

Lizzie says: "AI tools don't take anything away from the creative process – they can actually enhance it. They simplify things like photo editing and image selection, saving so much time. This lets photographers focus on the artistic side of their work instead of getting bogged down in repetitive tasks."

"Take Adobe Photoshop, for example. Its AI-powered tools, like Content-Aware Fill, can intelligently remove unwanted elements, while Neural Filters make quick adjustments like skin smoothing or colour grading a breeze."

"But it's not just about speed. Automation ensures consistency across shoots, which is crucial for professionals working on projects like weddings, portraits, or commercial campaigns. Tools like batch editing in Adobe Lightroom help apply the same edits across multiple images, while AI culling tools quickly sort through large batches of photos to pick out the best ones. This makes it so much easier to deliver polished, professional results while still keeping a personal touch."

As AI technology continues to evolve, it's opening up new possibilities for photographers of all levels, making creativity more accessible while simplifying the technical side of photography.

To learn more, read our guide on the best photo editing software for beginners.

As we look ahead to 2025, photography is set to evolve in exciting new ways. 

We’ve explored what’s on the horizon with insights from Lizzie to bring you a closer look at the trends shaping the future of photography.

She adds: "While it's always been popular in portraits and fine art photography, we're now seeing it appear more in lifestyle and even product photography. From wedding shoots to branding campaigns, this style is being used by photographers who want to connect with viewers in a more impactful way."

"With more cameras and smartphones offering built-in panorama modes, it's becoming so much easier for photographers to experiment with this style."

"The Fujifilm X-T50, for example, has a built-in panorama mode. This lets you capture wide images by simply panning the camera across the scene while it stitches the images together automatically."

As photographers continue to push creative boundaries, panoramic photography is shaping up to be a trend in 2025, giving them the tools to capture the world on a grander scale.

The growth of portable cameras and photography gear

Lizzie says: "Portability is more important than ever for photographers, especially as more people are travelling and getting back out there after the Covid-19 pandemic."

Over the past few years, there's been a renewed focus on capturing adventures – whether it's exploring new destinations or spending more time outdoors.

Lizzie adds: "That's why having lightweight gear that still delivers high performance is so essential. At Jessops, our mirrorless cameras are our best sellers, likely because they combine compact designs with advanced features like lightning-fast autofocus, excellent low-light performance, and longer battery life for extended shoots."

"Looking ahead, we're expecting to see even more lightweight models in 2025 and beyond. Camera brands are really focusing on making professional-quality gear more portable, with compact lenses and innovative designs that make them easier to use without compromising on performance."

Social media will drive hybrid photo-video capabilities

In 2025, hybrid photo-video capabilities are expected to improve as more cameras are designed with creators in mind. Social media apps like TikTok, a video-only platform, have grown from 465.7 million global users in 2020 to a projected 955.3 million by 2025, according to Statista. That’s a 105% increase in users.

Even Instagram, once primarily about photos, now focuses heavily on video, with features like Reels dominating the platform.

Lizzie says: "As platforms like TikTok and Instagram keep pushing video content, the need for cameras that can handle both photography and videography is bigger than ever. In 2025 and beyond, we're expecting to see more cameras offering advanced features like 8K video recording – like the Nikon Z9, which already excels in this area – better stabilisation and faster processing. These are exactly what creators need to produce professional-quality content that stands out online."

She adds: "We're also expecting to see a big push toward dedicated vlogging cameras. The Sony ZV-E10 II, released in 2024, is a great example of a camera designed with videography in mind."

"It's compact, easy to use, and built with features designed specifically for content creators, like a fully articulating screen and advanced autofocus. And I expect we'll see even more of these kinds of vlogging cameras in 2025 as brands continue to cater to the growing demand."

Ethical use of artificial intelligence will become a priority

Lizzie says: "With artificial intelligence tools improving and becoming more widely available, we predict photographers will be much more mindful about how they use it. Many are choosing to be upfront about when AI has been used to edit or enhance their work, especially in areas like photojournalism and commercial photography, where trust and credibility really matter."

"As AI tools grow more powerful, being transparent about their use helps ensure that photography remains ethical while still allowing creatives to embrace the possibilities AI brings."

Staying on top of the latest trends and experimenting with new techniques can help you grow as a photographer and keep your work fresh and exciting.

If upgrading your gear is part of your plan for 2025, Jessops has all the essentials, from cameras and lenses to accessories like tripods and lighting.

Or, if you’re new to photography, our Beginner’s Guide to Choosing a Digital Camera is the perfect place to start. And for even more tips and inspiration, visit our blog – it’s packed with advice to help you make the most of your photography journey.

Make 2025 the year you capture your best moments yet!