A private community built around videos and challenges designed to help photographers build a name, grow a following, get their work seen, and get hired.
Built by ex-marketing strategist turned photographer, Frederik Trovatten.
Launch offer: The first 50 members get 10% off using the code “DAY1”.
Hi, I’m Frederik.
Before becoming a photographer, I spent 18 years as a digital marketer, helping startups, international companies, musicians, and artists grow their audience.
Then I picked up a camera.
I wasn’t good, average, I’d say - but I loved it.
One day, I took a photograph I loved.
A photograph I knew someone would appreciate - if only they saw it.
But no one did.
That’s when I decided to turn everything around.
I couldn’t accept that the only thing standing between my work and the people who’d appreciate it was that they didn’t know I or my photographs existed.
I stopped waiting to be discovered and started applying everything my career in digital marketing had taught me to my photography.
Fast forward - my photographs have been exhibited in museums, featured in National Geographic, licensed for bestseller covers, and I’ve shot campaigns for Facebook, Burger King, and Coca-Cola.
I got these commissions not just because of my talent, but because I built visibility for my work.
And that’s what I want to teach other photographers to do.
Underexposed is a community for photographers who want their work to be seen - built around a complete video course that shows you how to get your photography noticed, published, and commissioned.
What’s inside the Course?
The library consists of 30+ short, actionable videos totaling more than 2.5 hours.
The video library will grow over time with interviews from established photographers and industry experts in social media and marketing.
Grow your social media audience
Use Instagram to share your work without turning it into a performance. Learn how to stay consistent, tell stories, and grow an audience that genuinely cares.
Website and portfolio
Turn your website from a digital business card into a place that draws people in who have never heard about you, but are interested in the photography you do.
Rank on Google
I’ve helped international investment banks rank on Google, where the fight for #1 is brutal. The photography space is much easier, and you’ll learn how to rank organically.
Be visible in AI search
Be discovered through AI searches. Learn how to appear when clients use ChatGPT, Gemini, and other chatbot tools to find photographers.
Reach Journalists
Want your work featured in real publications? Learn how to pitch your story, get noticed, and get your photos out into the world.
Make videos people watch
Behind-the-scenes, simple edits, short reels - learn how to make videos that feel like you and actually get seen.
Join Underexposed
$39 / month
Billed yearly
Course & community
Features:
Full course access
Join the Underexposed community
Regular live sessions and workshops
Feedback, challenges, and networking with like-minded photographers
Meet Frederik
Awarded two Cannes Lions for his photography campaigns
Exhibited his photographs at the Museum of World Culture
18 years social media & marketing experience
Former marketing strategist for international brands such as Volvo, Experian, Saxo Bank, Statoil, LEO Pharma and many more…
“Your advice was spot on, Frederik.
Let me know when you're in the bay area next time.”
Mike Krieger, Instagram co-founder
Who is this for?
Underexposed isn’t defined by where you are in your career.
It’s for photographers who take their craft seriously and want to build something lasting.
It doesn’t matter what you shoot or where you come from.
Most photographers face the same wall: creating strong work that nobody sees.
The course gives you the framework.
The community gives you support and accountability.
This project only works if the photographers who join succeed in getting their work out there, and that is my mission.
What you get
Course
Short video lessons - clear and to the point
Downloadable checklists, templates, and cheatsheets
Assignments that push you to put it into practice
Community
Work, spare, and grow with other photographers
Private community for questions and feedback
Monthly live Q&A sessions with me, get your questions answered directly
Connect with other photographers inside the community space
Take part in challenges that keep you consistent and growing
What tech leaders say about Frederik
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"Frederik has a great understanding of the social graph and an everlasting eager to learn new things online."
Rasmus Himelstrup, Managing Director @ Omnicom Media Group
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"You're advice was spot on, Frederik. Let me know next time you're in the Bay Area."
Mike Krieger, Co-founder, Instagram.
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"Frederik always willing to help you and spread his insane online marketing."
Bror Skardhamar, Strategy of Content Operations, Philip Morris International
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“Frederik is one of the next generation of web specialist. He can more often than not be found in the epicenter of the next big thing."
Steen Rasmussen, Google Partner Academy Program Trainer and Speaker
What you can expect
The Underexposed course is stripped down to what truly matters.
No fluff, no surface-level advice like “post three times a week” or “use these 5 hashtags.”
I’ve included every digital marketing and social media insight I’ve learned and adapted it for photographers.
Some of it’s technical, some of it’s strategic guesswork, and some of it’s a black box we’ll explore together as a community by sharing what works.
My goal is to help talented and ambitious photographers get their work seen.
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It’s for photographers who want their work to be seen by the right people, not lost in the noise.
If you feel that getting real exposure is confusing or inconsistent and you want a clearer, more reliable way to approach it, you’re the audience.
Start with the free tour and see if it’s something you.
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No. It isn’t defined by whether you make money from photography. I expect most members will sit somewhere between dedicated hobbyist and full-time professional, but what matters is that you care about your work and want it to be seen.
It’s for photographers who feel their photographs deserve more recognition, whether you’re trying to book clients, get exhibitions, or simply want your work to live beyond Instagram likes.
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No. You don’t need a large audience at all. The strategies work whether you’re starting from nothing or already have some traction. If you already have an audience, certain tactics will scale faster, but most of what you’ll learn is independent of your current follower count.
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That’s completely fine. Underexposed isn’t just about Instagram and social media. You’ll learn how to use SEO, website optimisation, and journalist outreach, with social platforms as an optional tool rather than a requirement.
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Because the course is only one part of the value. The real work happens inside the community, and that’s ongoing. New lessons get added, guest sessions take planning, and questions need consistent attention. I’m in the community every day with livestreams, Q and As, and brainstorming sessions to make sure everyone has the best chance of getting exposure.
And building a brand takes time. A year gives you enough runway to apply the work, see results, and stay focused instead of falling into short-term habits that don’t move your photography forward.
You can cancel whenever you like. Your access continues until the end of your billing period. -
No. Underexposed is designed for zero-budget marketing.
All lessons focus on organic growth and strategies you can use without paying for ads.My own background is in digital advertising with budgets in the millions, but I intentionally built this course around what photographers can do with no spend at all.
If there’s real demand later, I’ll add an optional section on paid campaigns, but nothing in Underexposed relies on a budget.
It doesn’t matter what you shoot or where you come from - most photographers face the exact same wall: creating incredible work that nobody sees.
The course gives you the framework.
The community gives you support and accountability.
This place only works if the photographers who join succeed in getting their work out there, and that is my mission.