A private community built around videos and challenges made for photographers to master social media and marketing.
Built by ex-marketing strategist turned photographer, Frederik Trovatten.
Hi, I’m Frederik.
Before becoming a photographer, I spent 17 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
You’ll get 30 short, practical videos totaling 2+ 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.
Actual SEO lessons
Learn how to get found when people search for photographers in your city or your style, plus creative ways to rank on Google.
Show up on ChatGPT
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
Access the full course plus an active community built for photographers serious about growth.
Get feedback, attend monthly live sessions, and learn alongside like-minded photographers who are also building their audience and brand.
Features:
Full course access
Private Underexposed community
Monthly workshops & live sessions
Feedback, challenges, and accountability
Access to new bonus content while a member
“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 are willing to put in the work to build something lasting.
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.
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.
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
Learn together, share feedback, and build connections with peers
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Yes. Underexposed is for anyone who wants their work to be seen—whether you’re a pro trying to book clients, an artist seeking exhibitions, or a hobbyist who wants recognition beyond Instagram likes.
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Not at all. Many photographers in the course start from zero. The strategies work whether you’re unknown or already have a small audience but want to grow into real visibility.
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That’s fine. Underexposed doesn’t push you to dance on TikTok. You’ll learn how to use SEO, website optimisation, and journalist outreach—along with social platforms if you want them.
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If you’ve ever thought:
“My work is good, but nobody sees it.”
“I don’t know how to get clients or editors to notice me.”
“Marketing feels overwhelming, and I just want a clear path.”
Then yes—this course is for you.