Your Work Deserves to Be Seen
Underexposed is a private community and marketing course helping photographers build a name, grow an audience, and get hired.
Built by Frederik Trovatten, Cannes Lions-winning photographer and ex-marketeer with 18 years in digital marketing.
Use code: “Day1” for 10% off.
Limited offer.
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Most photographers aren't invisible because their work is bad.
They're invisible because they're using the wrong channels - or none at all.
You post. You wait.
You get a handful of likes from other photographers, and nothing changes. No clients. No commissions. No coverage.
The work is there. The visibility isn't.
Underexposed fixes that. It's a complete marketing course for photographers - covering social media strategy, SEO, AI search, journalist outreach, and more - built around a community that keeps you accountable long after the first lesson ends.
No gear talk. No presets. No "post three times a week."
Just practical, no-budget marketing tips for photographers that actually work.
“Your advice was spot on, Frederik.
Let me know when you're in the Bay Area.”
Mike Krieger, Founder of Instagram
What you learn inside Underexposed
30+ short, actionable video lessons.
3+ hours of marketing and social media strategy, built specifically for photographers.
The video course keeps growing.
Social media strategy for photographers
Stop posting into the void. Learn how to build consistency, tell stories that connect, and grow an audience that actually cares — across Instagram, YouTube, TikTok, and beyond. Data-backed, not guesswork.
Get your portfolio in front of the right people
Your portfolio shouldn't just look good - it should work for you. Learn how to structure your site, write copy that converts, and attract visitors who've never heard of you but are looking for exactly what you do..
How to rank in Google as a photographer
I spent 18 years doing SEO for investment banks and global brands — where the competition for page one is brutal. Photography is a far less crowded space. This module applies the same principles, built specifically for photographers.
Get discovered in AI search
Clients are already using ChatGPT and Gemini to find photographers. Most photographers don't show up. This lesson teaches you how to position your work so AI tools recommend you - not someone else.
Make videos that actually get seen
Behind-the-scenes, short reels, simple edits. Learn how to make video content that feels authentic, performs well, and leads to real engagement - without becoming a full-time content creator.
Get your work published
Press doesn't come to you. Learn how to pitch editors, package your story, and land features in real publications - the kind that build long-term credibility and reach clients you can't find through social media alone.
The course teaches the strategy. The community is where the work gets done.
Photography can be a lonely road. Most photographers figure it out alone — or don't figure it out at all.
Underexposed is built around a private community on Circle (available on desktop and mobile) where photographers share what's working, ask real questions, and hold each other accountable.
Inside, you'll find:
Monthly live marketing workshops with Frederik - open Q&A, strategy sessions, and brainstorming
Dedicated spaces for Instagram, YouTube, Google, and general marketing discussions
Feedback on your work, your website, your pitches
Challenges that keep you moving when motivation fades
A network of photographers who are building something, just like you
This isn't a Facebook group full of noise. It's a focused space for photographers who want real progress.
Underexposed
$3990 $359
Use code ‘day1’
One-time payment
1-Year Pass
Course & private community
Everything in the course and community:
30+ video lessons across 3+ hours of marketing and social media content for photographers
Full access to the private Underexposed community (desktop + mobile app)
Monthly live workshops, Q&As, and brainstorming sessions with Frederik
Feedback, challenges, and peer accountability
Zero ads. Zero fluff. Zero budget required.
Meet Frederik
Awarded two Cannes Lions for his photography campaigns
Exhibited his photographs at the Museum of World Culture and Museo Archivo de la Fotografía
18 years social media & marketing experience
Former social media and marketing strategist for international brands such as Volvo, Experian, Saxo Bank, Statoil, LEO Pharma and many more…
What tech & marketing leaders say about Frederik
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"Your 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 has a great understanding of the social media and an everlasting eager to learn new things online."
Rasmus Himelstrup, Managing Director @ Omnicom Media Group
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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
Mentions and awards
Why I built Underexposed
Before becoming a photographer, I spent 18 years as a digital marketer, helping startups, international companies, and artists grow their audience.
Then I picked up a camera.
I wasn’t good, average, but I loved it.
One day, I took a photograph I really liked.
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 the only thing standing between my work and the people who’d appreciate it was visibility.
I stopped waiting to be discovered and started applying everything I had learned in my digital marketing career 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 marketing and social media course - that shows you how to get your photography noticed, published, and commissioned.
Underexposed is for photographers who take their work seriously.
It doesn't matter what you shoot or where you are in your career. What matters is that you care about your work and want it to reach people.
It's for you if:
You create strong work but can't seem to build an audience around it
You're tired of relying on Instagram likes as the measure of your reach
You want a clear, reliable roadmap — not scattered marketing tips for photographers from ten different sources
You're ready to put in the work, not just consume content
It's not defined by follower count, years of experience, or specialty. Most photographers — hobbyist or full-time professional — face the same wall. This course exists to break through it.
Philosophy
The Underexposed course is stripped down to what truly matters.
No fluff, no surface-level social media advice like “post three times a week” or “use these 5 hashtags.”
I’ve included every digital marketing, SEO, and social media insight I’ve learned and adapted it for photographers.
Some of the tips are technical, some are strategic guesswork, and some are a black box that we’ll explore together as a photography community by sharing what works.
My goal is to help talented and ambitious photographers get their work seen.
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Underexposed is designed for photographers who are tired of their work getting lost in the noise. It’s for those who want their portfolio seen by the right eyes - not just buried by an algorithm or sitting on a hard-drive.
If you find the path to gaining real exposure confusing or inconsistent, we provide a clear, reliable roadmap to help you take control of your career.
Ready to see how it works?
Start with the free tour and see if it’s something you. -
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.
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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.
Stop creating work that nobody sees.
The course gives you the framework. The community gives you the support. Together, they give you the best possible chance of building a name as a photographer - on your terms.