How to make and sell your own Lightroom presets.

March 2nd, 2022
How to make and sell your own Lightroom presets

When it comes to building a business, photographers today have more resources to work with than ever before. Monetizing your photography can come in a variety of non-conventional forms: through making connections on Instagram, selling your photos to stock photography sites, working with brands who are looking to expand their digital presence, or even providing online photography courses and workshops from home.

Limiting your income as a photographer to the number of gigs you have time to attend can put a ceiling on your earnings. You’re restricted to the very physical and time-consuming tasks of finding and meeting with clients, going on photo shoots, and editing in post-production. It can start to feel like making money as a photographer is very dependent on your abilities to travel to new spaces or network with others.

But what if there was another way to make money with your skill set? Recently, up-and-coming photographers have looked to Adobe Lightroom as a medium to monetize their creativity. After the online stock photography market developed in the late 2000s and subsequently grew in popularity, it also became highly competitive, leaving photographers with fewer opportunities to make a decent wage selling photos to stock sites. Now, photographers have turned to creating online shops that house presets and custom filters as an option for entrepreneurial growth.

Lightroom presets as a passive income stream.

For those who are just learning the ropes, Lightroom is an Adobe photo-editing program specifically designed for photographers. Lightroom offers you the ability to import, sort, and organize your images, as well as edit them in bulk and export them more efficiently than Photoshop allows.

A photographer might use Lightroom if they’re looking to streamline and shorten their editing process. One way to do this is by applying the same set of edits, called a preset, to a number of photos from a single shoot. This feature tends to be especially invaluable for wedding and event photographers, who often find themselves needing to make consistent edits to batches of hundreds of photos at once. Photographers can create their own presets in Lightroom, but many also source presets online to save editing time.

Not unlike Instagram filters, pre-made Lightroom presets are a quick and reliable method for improving the look and feel of your photos. Have you ever noticed that editing can sometimes take more time than shooting the photo itself? It can be easy to forget, as a editing-savvy photographer, that the digital skills you’ve developed are a craft in a class of their own. Just like writers need editors, photography needs to go through the pains of post-production.

Presets can offer a peek into your style of photography, and give aspiring photographers or a particular brand the option to stylize their content and learn from a pro. Instead of depending solely on selling your photography, selling Lightroom presets offers you the ability to maximize your earnings with an additional passive income stream.

Getting started: How to make Lightroom presets you can sell.

To begin your venture into learning how to create a preset in Lightroom for resale, you should become acquainted with the technical step-by-step of how presets function.

Before we get into the details of how to get started creating Lightroom presets, here are some key terms you might want to get to know to help you through each step in the process.

What are Lightroom presets, exactly?

A Lightroom preset, or Lightroom effect, is a predetermined arrangement of the sliders housed in Lightroom. A preset is a selection of edits that you choose to apply to a photo that can be saved to be easily applied to another photo in Lightroom.

Once you know how to make a Lightroom preset, your post-production editing process will be much quicker and more consistent. This is why presets are valuable and can be sold: they make the photographer’s job much easier.

What is a Lightroom slider?

Lightroom sliders are tracks on a scale that can be adjusted to edit the elements of a photo. You will use a slider to determine how high or low on the scale you want each element to be placed. For example, some components you might want to increase or decrease using the slider are:

  • Color
  • Vibrancy
  • Tone
  • Contrast
  • Exposure
  • Whites, blacks, and shadows

The basis of how to make presets in Lightroom is adjusting these sliders to create an overall look that can be reproduced by applying them to other images with one click.

How to create a preset in Lightroom.

To create Lightroom presets, first select a photo. Make edits to this photo according to how you want your preset to look. Then, save this photo and follow these steps to save a preset in Lightroom:

  • Select the “Develop Module” in Lightroom
  • At the top of the navigator on the left panel, you’ll see an option that says “Presets.” Here you’ll find a series of presets already housed within Lightroom.
  • Click the “+” sign to add a new preset.
  • A menu will pop up and direct you to select which settings you’d like for your preset. If you’re just getting started and aren’t sure what to select, choose them all. You can make adjustments later or create variations on another preset you create.
  • Choose an applicable name for your preset. This is how to save a preset in Lightroom — you’ll now be able to use it on future images.
  • Scroll down and find the option that reads “User Presets.” This is where you’ll find your new preset.
  • Select another photo in Lightroom.
  • Choose the preset in your user preset list. Your preset will apply to the photo.

For a visual step-by-step explainer of this process, check out this detailed tutorial from Adobe.

How to make presets on Lightroom that sell.

You might know how to make a preset in Lightroom, but it’s also important to know how to create Lightroom presets that will actually sell.

There are different types of Lightroom presets to get familiar with when you’re looking to package them for resale. Your presets might have a certain mood, belong to a niche photographic style, or be seasonal.

Some sample types of packages are:

  • Contrast
  • Exposure
  • Color temperature
  • Color boost
  • Black and white
  • Tone tuning
  • Corrections

Take stock of the kind of photography that you’re most drawn to creating and how that affects your editing style. For example, are you more into portraiture, or landscapes? Are you often trying to do things like brighten photos of a couple in a romantic location, or are you more interested in adding effects, like increasing the amount of snow falling in a wintery setting? Your own style will be a guide to uncover what kind of presets you decide on selling.

How to make a preset in Lightroom that is unique to your style and vision.

Photographer’s presets showcase their signature style, which offer fans an easy way to add the same feel to their work. Presets that stand out from the crowd and offer something unique tend to be the most successful.

If you’re more likely to take photos that are moody,  dark, or use high contrast, make these types of presets with your own spin. Chances are, if people are coming to your website and browsing your work, they’re going to be looking for something created unique to you.

Now that you know how to save a preset in Lightroom, it’s important that you make sure you don’t lose all of your hard work.

How to organize presets in Lightroom.

Any photographer who’s worked with Lightroom will tell you how important it is to organize Lightroom presets properly and to maintain your library of photos and presets. A proper naming convention will help keep you organized and, when it comes time to package and sell your work, ensure your buyers know what you’re selling.

For instance, if your preset has mocha tones, use “mocha” in the name. Alternatively, find an abbreviation that suits the same purpose and make sure those mocha tones are referred to in your product description (more on those later!).

Here are a few ways to name your preset files:

  • Identifying the source of the file (i.e. your name or business name)
  • Naming the component that makes the preset unique. Is it grainy, matte, dramatic, bright?
  • Naming the type of application. Are these presets intended for nighttime photos? Do they add light to the photo?Are they the best Instagram Lightroom presets?
  • Naming the version. Maybe you have a series of presets, or adjustments and enhancements you’ve made to a pre-existing version.

How to export Lightroom presets.

Once you’re happy with your preset, you can export it easily by control- or right- clicking on it and selecting “Export” in the menu that appears. Choose the destination where you want to save your preset, type in the name, and save it.

How to sell presets online.

So, you’ve learned how to make presets, developed them to suit your personal style, and kept them organized! What do you do next? How do you make your presets available online, market them, and make them interesting to other photographers?

You’ve learned how to make presets, developed them to suit your personal style, and kept them organized! Let’s get into how to sell Lightroom presets, market them, and make them interesting to other photographers.

Package your creator presets.

Many photographers will package out their presets to include variations of similar edits under one heading. Offering minor adjustments to your presets to give them variations will present your buyers with a more robust and applicable package of presets, instead of a single preset that they may have to adjust themselves. This range will help make your edits more accessible and help to flesh out your style.

Set up an online store.

If you already have a portfolio website set up, you’ll want to add an online store to sell your presets. A good example to look at for inspiration is Modern Market Presets.

Before you set up your store, here are a handful of things you’ll need to get started:

  • Introductory description for your store (optional, but nice to have!)
  • Preset packages or individual presets
  • Photos that best represent your presets
  • Product descriptions
  • Prices

Here’s a breakdown of each element to best understand what they should include.

How to introduce your online store.

Although an introduction to your store is not 100% necessary—there’s likely already a lot of applicable information on your site and within your product descriptions that will keep your audience informed—a small intro does give you the opportunity to speak specifically about your Lightroom presets and editing style. You can shed light on what makes them unique and what they’re most useful for.

In short, you can:

  • Introduce yourself
  • Introduce your processes and style
  • Offer insight into how your presets can be used
  • Talk about your preset packages and the format they will be delivered in

How to create product images.

Product images are potentially the most important part of your online store. These will show your prospective buyers what their photos will look like and help them imagine what your Lightroom presets will do to their photography.

There are a few different options for how to go about presenting your presets in images.

Show Adobe Lightroom before and after examples.

Product images like these will showcase the contrast between your image with and without a preset applied. The best example is to take a relatively symmetrical photo and apply your preset to one half of the photo.

The full photo preset.

You can also choose to only display images with the preset applied. If you go this route, note that amateur photographers may not be able to easily tell what aspects of the image are impacted by your preset. You might rely on selling to a more seasoned photography crowd, or on your product description and title may need to do some heavy lifting to explain what the preset does.

The watermarked product image.

If you rely on google search to find new customers, you may want to have images that also have the name of the preset included in the image, along with a watermark. This method provides up-front context for anyone finding your presets through Google image search.

How to write product titles and descriptions.

Choosing a title for your presets can seem daunting, but for the most part, titles just need to be direct. When titling your presets, consider first what makes you buy a product. Does it tell me what it is? How do I use it? These are the most important elements to take into consideration.

Your title should introduce what the product does, plain and simple.

As for the rest, a good product description will do a few things:

  • Describe the product and its application in detail: what exactly is the buyer getting, and how will they use it?
  • Consider features and benefits: what makes this Lightroom preset unique and why will it improve my photos?
  • Be concise and easy to read
  • Include key terms that will draw the reader along or optimize your description for search engines

In the page introducing your online store, text that explains how your photography inspires your presets can be a quick and persuasive tool for prospective buyers. A common item to include here is a discount offer for customers who buy multiple preset packs at once.

Include instructions for how to use Lightroom presets.

Once someone has downloaded your Lightroom presets online, it’s a good idea to walk them through how to apply presets in Lightroom so that they don’t have to follow up with you with questions.

How to add presets to Lightroom Classic CC.

Some of your customers might be uploading presets to Lightroom for the first time. Include some notes on how to organize Lightroom presets as well, in case they want to rename them to fit into their own system.

Setting up Lightroom presets is easy: just open Lightroom, click on the “Develop” tab, and right- or command- click anywhere in the presets module to select “Import”. From there, all you have to do is navigate to the preset download file and click “Import”.

How to apply a Lightroom preset to all images.

Let your customers know how to bulk-apply presets in Lightroom. In the “Library” tab just click all the photos to which you’d like to apply to preset while holding the control button. This will select them all. Click the “Quick Develop” dialog box, and choose the preset. This should apply the edits to all of the photos. If it doesn’t, just click “Sync Settings -> Synchronize”.

How to save an edited photo in Lightroom.

Lightroom is a non-destructive editor, meaning that even after applying a preset, the pixels of the original file aren’t changed or edited. This makes it easy to revert back to the original version if you don’t like something about the edit. Once you’re happy with an edited image, you can export it to save an edited copy.

The same applies to Lightroom video presets, which can be applied and used the same way.

How to price your Lightroom presets.

Pricing, in any market, has to be two things: competitive and smart. You want to make sure that your pricing is in line with your competitors’, or that you have an edge in the market. But your pricing should also be smart, in that you are gaining return on your investment, be it personal time spent or cost for resources.

When trying to determine your price point, consider what your competitors are doing (or what they’re not doing!) Being aware of how other photographers are pricing their Lightroom presets can help you decide how to price yours. You may consider trying out slightly lower prices than the usual—without sacrificing your bottom line—to attract customers.

Alternatively, there’s always the tactic of pricing yourself up to leverage the allure of exclusivity and luxury. If you feel like your Lightroom presets are worth more, don’t be afraid to price yourself up from your competitors, but be clear on what makes your product worth it. As a photographer, this might involve selling yourself as a professional within a specific niche to draw in high price-point sales for individuals or businesses seeking the talents of an expert in their field. As well, if your website provides more than just a portfolio, like relevant blog posts, courses, or things people can use as resources, you’ve already invested time and energy that can justify higher prices.

How to market your Lightroom presets.

Many photographers who have found success online in the last five years will tell you that Instagram or Pinterest are their biggest sales tools. When deciding which social media platforms to prioritize, consider where you have a large following, as well as the opportunities for organic search from those outside your following. Instagram can be a great networking tool, whether you try out purchasing low-cost ads or simply finding like-minded photographers. Pinterest is one of the largest search engine platforms around, outside of browser search engines.

Whichever social media platforms you decide to use, be sure to put the link to your presets in your bio. Take a few minutes to regularly post before/after pictures using your presets, and add them to your stories. Social media is also a great place to advertise promotions during holidays or other notable events.

Sharing your presets with your followers is a great start to getting your product out there. Even if you only have a modest following, you can encourage buyers by offering your followers deals on your presets. Kindly asking fellow photographers you’re friendly with to share your presets with their networks can also go a long way.

You should also ensure that your website is optimized to attract visits from people who might be searching for Lightroom presets online:

  • Hosting a blog with helpful information on photography can be a means of attracting more visitors to your site as well as building your personal brand as a photographer.
  • Make sure that all the writing on your site is search engine optimized in order to ensure that your website is doing the most to increase your sales.
  • Google My Business is another go-to for maintaining your online presence. Even if your business location is your home office, set yourself up on Google My Business so that locals can find you and your services.

Sell Etsy Lightroom presets.

You can also make your Lightroom presets for sale on digital marketplaces like Etsy. This can be a good way to drive more traffic to your portfolio website as well, since your work can be exposed to a new audience that might not otherwise have found you.

In Conclusion:

Ultimately, your journey with envisioning, creating, and selling Lightroom presets might look different from anybody else’s, and that’s the best part of venturing into starting your own business. Selling presets can offer you a new perspective on your photography and photographic style, and will hopefully only help you develop and grow as an entrepreneur.

One place for everything from proofing to selling.

Share and sell your photos directly from mobile-friendly, interactive online galleries designed to impress your clients.


  • Cheryl Dell'Osso

    Cheryl is the Director of Content Strategy at Zenfolio and the Owner/Photographer at Portraits by Cheryl and Seniors by Cheryl in Raleigh, NC. Cheryl has mentored countless new photographers looking to build successful photography businesses.

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