Ecommerce has surpassed traditional in-person shopping across various categories. However, customers still crave a sense of familiarity with products - how they fit, move, and feel. White background photos don’t always cut it. Sometimes, you need a skilled model to bridge the gap between the screen and the customer. Hiring a model for a photo shoot can transform your brand visuals and make your products stand out. Whether you need lifestyle content or product-focused images, professional models help bring your vision to life. If you’re planning a shoot, our product photography services can handle everything - from models to final edits - so you can focus on growing your business.
In this article, explore the importance of hiring models in ecommerce, the cost implications based on different options, and best practices for creating impactful ecommerce photos while fostering rapport with other creative professionals.
Book a model in just a click! Only pay a one-time fee & use your content forever >
How much does it cost to hire a model for a product photoshoot: a breakdown
While you can always use a ghost mannequin to give life to apparel, sometimes you need a real person. And ghost mannequins won’t work if you’re shooting products that aren’t meant to be worn.
Friends and family
Cost: free or inexpensive
Recruiting models from your social circle can be a cost-effective option. Using everyday people as models can also enhance the relatability of your product photography. However, this approach may work well for some but prove challenging for others.
If your product requires specific skills to use, using amateur models may result in awkward photos. Carefully consider the desired vibe of your product photos to ensure your models can match it.
Pros:
- Can lead to more relaxed shoots
- Results in fun and relatable photos
- Generally the most economical option
Cons:
- Photos may appear less professional
- Models may have limited skills
- More time-consuming
- Hidden costs associated with preparing models
Child models
Cost: budget-friendly
Opting for child models can be an affordable choice, as their rates are often lower than adult models. However, this isn't due to a lack of payment for their labor. With children, you may only get a few minutes of viable shooting time before they become tired or distracted. The younger the child, the less time you can expect for posing. If your product requires marketing with child models, a few quality minutes can suffice to capture the desired shots.
You can find child models represented by modeling agencies or explore opportunities locally, where parents may be open to collaboration in exchange for non-monetary incentives like ice cream or free products/merch. Your approach should align with your desired photo outcomes and the intended interaction between kid models and your product.
Pros:
- Often the most affordable professional model option
- Shorter shoots
- Incredibly cute
Cons:
- Children can be challenging to manage
- Shorter shoots (a pro and a con)
- Additional costs involved in managing and cleaning up messes
Pets and animals
Cost: varies significantly; starts at $99/hr with soona
The price range for pet models can vary significantly. Training a dog, for example, can be a considerable investment. If you require a dog to perform specific actions like wearing a hat or spinning in a circle for a GIF, you'll need to compensate the owner for the time and money spent on training.
Just the presence of a dog model or any other type of furry friend on your set can catch the attention of potential customers, and you don't always need them to sit still or hold poses. Candid shots of animals exploring your product can be equally captivating.
Pros:
- Consumers love seeing cute animals in product photos
- A guaranteed great day
- Candid photos of pet models often turn out fantastic
Cons:
- Prepare for cleaning up messes
- Pet behavior can be less predictable
- Limited shooting time, similar to working with children
- You'll need to compensate the pet owners too
Sit. Stay. Demo! Make your customers swoon with an adorable pet model, starting at $99/hr >
Booking models directly
Cost: affordable way to work with professionals
When booking models directly, they usually manage their own bookings and set their rates accordingly. Since these models don't work through agencies, you may receive better rates as there are no modeling agency fees involved. However, established models with a well-known reputation may still cost more even if they represent and manage themselves.
You can book models directly through freelancing websites or open-call advertisements, so you can find the specific model and experience you want. However, be prepared to receive inquiries from models who may lack the experience or professionalism you seek.
Freelance or private contractor models typically charge between $55 and $275 per hour. It's essential to negotiate the hourly rate, travel time, and any necessary preparations, such as hair, nails, or makeup, as well as clothing requirements and availability of changing rooms or tents on set.
Pros:
- Almost unlimited options for model types
- Savings on agency fees
- Opportunity to establish relationships with local models for future projects
Cons:
- Potential unpredictability and unreliability
- Additional costs for model preparation
- Travel expenses depending on the location
- Negotiations need to be handled independently
Modeling agencies
Cost: tends to be the most expensive
Booking models through agencies offers a streamlined process as they act as intermediaries, representing and managing their models. You pay the agency, and they handle payment to the models. However, due to the involvement of this liaison, additional fees can be incurred.
Prefer agency-level reliability without the overhead? soona offers model casting and management services - we source, vet, schedule, and direct talent so you get consistent results at a predictable cost.
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Agency models generally have more professional experience and arrive prepared for the shoot. Nevertheless, agencies may charge travel fees and adhere to specific time constraints. For instance, booking a half-day or full-day model may require you to adhere to the agency's designated time frame, and they might charge additional fees for shoots outside their regular operating hours.
Agency models typically come at higher price ranges in 2026, such as $110-$150 per hour for the model, plus typically around a 20% agency fee. Experienced models who can deliver for both photo and video may command even higher rates. And all of this doesn't even include the usage rights which could mean that after a specific time-frame you cannot use the images anymore, it all depends on the contract.
Pros:
- Models with professional experience
- Communication handled by the agency
- Large pool of diverse models
Cons:
- Agencies often impose additional fees
- Limited flexibility in price negotiation
- Time constraints enforced by the agency
- Usage rights on images & videos
UGC creators and micro-influencer models
Cost: $150-$500 per deliverable (new in 2026)
A growing trend in 2026 is hiring UGC (user-generated content) creators who can both model and create content. These hybrid creator-models typically have 1K-50K followers and can shoot, model, edit, and sometimes even post content featuring your products. They're especially valuable for brands focused on TikTok Shop, Instagram Reels, and other short-form video platforms.
UGC creators typically charge per deliverable (e.g., 3-5 TikTok videos or Instagram Reels) rather than hourly. They often shoot content themselves using their own equipment, giving you authentic, relatable content that performs well on social platforms.
Pros:
- Understanding of what performs on social platforms
- Can create, model, and edit content
- Built-in audience for potential promotion
- Authentic, relatable aesthetic
- Often more affordable than traditional shoots
- Quick turnaround times
Cons:
- Less control over production quality
- May not match high-end brand aesthetics
- Limited to their personal style/look
- Content usage rights need clear negotiation
- Variable quality and professionalism
Packaged, non-traditional model sourcing opportunities
Cost: hand models start at $79/hour and full-body models start at $159/hour—plus an affordable booking or subscription fee
A stress-free alternative to traditional model sourcing is exploring non-traditional methods. Companies like soona have revolutionized ecommerce model product photography by offering a la carte-style shoots, where you only pay for the selected photos you love.
With soona, you can participate in virtual photo shoots through video calls or chats, witnessing the photos being taken in real-time. This eliminates travel costs for both you and the model. You can collaborate with soona's studio creatives to bring your vision to life and tailor the photoshoot to your specific needs. Plus, soona will handle all the logistics for you; getting the signed model release forms, paying the contractors, and setting up the schedule, among other tasks.
The rise of AI-generated models
This is the most controversial option, some brands are embracing it but most customers are unhappy with the results. While AI-generated models have become more sophisticated, they haven't replaced real models - instead, they've created a new tier of options. Some brands use AI models for basic product shots, then invest in real models for hero content, lifestyle imagery, and video where authenticity matters. Real models remain essential for building genuine connections with customers and creating content that doesn't trigger the "uncanny valley" effect.
Factors that go into associated costs when hiring a model
As modeling is typically considered independent contractor work, several variables can influence the price, time, and outcome of hiring models. Some models work through agencies that handle their bookings, while others manage their own bookings through platforms like Upwork and Fiverr. Additionally, you may hire models who are friends or acquaintances.
Consider the specific shots you require from your models. For example, if you need hand models, you might end up covering the cost of their manicures to ensure their hands look presentable. Similarly, capturing full-body shots for clothing items may take longer when working with non-professional models.
Plus, you’re not only paying models for their time but also for their knowledge and expertise. Many models who do this professionally full-time can even guide you to poses that will work well for your products. Don’t count on this though! This is why rates vary widely depending on factors like this.
Regardless of the type of model you work with or their portfolio, it’s crucial to treat them professionally and respectfully. Building strong relationships with studio creatives and gaining a reputation for treating models well will yield long-term benefits.
Moving forward with models
Hiring models in ecommerce photography plays a vital role in driving sales and establishing a connection between customers and products. By considering the various options available, such as using friends and family as models, working with child models, using pets, booking models directly, or opting for agency representation, you can choose the approach that best suits your budget, desired outcome, and creative requirements.
Book a model in just a click!
Only pay a one-time fee & use your content forever. Ready to book your next shoot? Our team can match you with experienced models, producers, and photographers to create scroll-stopping content. Book a shoot today and start capturing assets that convert.
Frequently Asked Questions
How much does it cost to hire a model in 2026?
Model costs in 2026 range from free (friends/family) to $275+ per hour for professional agency models. Freelance models typically charge $55-$275/hour, while UGC creators charge $150-$500 per deliverable. Video content usually costs 20-40% more than photo-only shoots.
Are AI-generated models replacing real models?
No. While AI models have improved, they're primarily used for basic product shots. Real models remain essential for lifestyle imagery, video content, and creating authentic connections with customers.
What's the difference between hiring a UGC creator vs a traditional model?
UGC creators typically shoot, model, and edit content themselves, delivering finished assets optimized for social platforms. Traditional models pose while a separate photographer and editor handle production. UGC creators charge per deliverable ($150-$500), while traditional models charge hourly ($55-$275). soona offers UGC in packages.
How much does it cost for video modeling vs photo modeling?
Video modeling typically costs 20-40% more than photo-only modeling due to additional time, skill, and comfort level required. Expect to add $20-$100/hour for video content, depending on the model's experience with video work.
Should I hire local models or models from other cities?
Local models are generally more cost-effective (no travel fees) and sustainable. However, with virtual creative direction becoming standard in 2026, you can work with models from other cities while still maintaining creative control via video call.
Do I need a model release form?
Yes, always. A model release form protects you legally by granting you permission to use the model's likeness in your marketing. Professional agencies and platforms like soona handle this automatically, but if you're booking models directly, make sure to have them sign a release before the shoot.
How far in advance should I book a model?
For professional agency models, book 2-4 weeks in advance. Freelance models may be available with 1-2 weeks notice. If you need a model sooner, expect to pay rush fees (typically 25-50% premium). Platforms like soona often have models available within days.
What should I look for when hiring a model for ecommerce content?
Look for models with experience in your product category, comfort with both photo and video, understanding of social media platforms (especially TikTok and Instagram), and a look that matches your target customer. Review their portfolio to ensure their style aligns with your brand aesthetic.
Ecommerce has surpassed traditional in-person shopping across various categories. However, customers still crave a sense of familiarity with products - how they fit, move, and feel. White background photos don’t always cut it. Sometimes, you need a skilled model to bridge the gap between the screen and the customer. Hiring a model for a photo shoot can transform your brand visuals and make your products stand out. Whether you need lifestyle content or product-focused images, professional models help bring your vision to life. If you’re planning a shoot, our product photography services can handle everything - from models to final edits - so you can focus on growing your business.
In this article, explore the importance of hiring models in ecommerce, the cost implications based on different options, and best practices for creating impactful ecommerce photos while fostering rapport with other creative professionals.
Book a model in just a click! Only pay a one-time fee & use your content forever >
How much does it cost to hire a model for a product photoshoot: a breakdown
While you can always use a ghost mannequin to give life to apparel, sometimes you need a real person. And ghost mannequins won’t work if you’re shooting products that aren’t meant to be worn.
Friends and family
Cost: free or inexpensive
Recruiting models from your social circle can be a cost-effective option. Using everyday people as models can also enhance the relatability of your product photography. However, this approach may work well for some but prove challenging for others.
If your product requires specific skills to use, using amateur models may result in awkward photos. Carefully consider the desired vibe of your product photos to ensure your models can match it.
Pros:
- Can lead to more relaxed shoots
- Results in fun and relatable photos
- Generally the most economical option
Cons:
- Photos may appear less professional
- Models may have limited skills
- More time-consuming
- Hidden costs associated with preparing models
Child models
Cost: budget-friendly
Opting for child models can be an affordable choice, as their rates are often lower than adult models. However, this isn't due to a lack of payment for their labor. With children, you may only get a few minutes of viable shooting time before they become tired or distracted. The younger the child, the less time you can expect for posing. If your product requires marketing with child models, a few quality minutes can suffice to capture the desired shots.
You can find child models represented by modeling agencies or explore opportunities locally, where parents may be open to collaboration in exchange for non-monetary incentives like ice cream or free products/merch. Your approach should align with your desired photo outcomes and the intended interaction between kid models and your product.
Pros:
- Often the most affordable professional model option
- Shorter shoots
- Incredibly cute
Cons:
- Children can be challenging to manage
- Shorter shoots (a pro and a con)
- Additional costs involved in managing and cleaning up messes
Pets and animals
Cost: varies significantly; starts at $99/hr with soona
The price range for pet models can vary significantly. Training a dog, for example, can be a considerable investment. If you require a dog to perform specific actions like wearing a hat or spinning in a circle for a GIF, you'll need to compensate the owner for the time and money spent on training.
Just the presence of a dog model or any other type of furry friend on your set can catch the attention of potential customers, and you don't always need them to sit still or hold poses. Candid shots of animals exploring your product can be equally captivating.
Pros:
- Consumers love seeing cute animals in product photos
- A guaranteed great day
- Candid photos of pet models often turn out fantastic
Cons:
- Prepare for cleaning up messes
- Pet behavior can be less predictable
- Limited shooting time, similar to working with children
- You'll need to compensate the pet owners too
Sit. Stay. Demo! Make your customers swoon with an adorable pet model, starting at $99/hr >
Booking models directly
Cost: affordable way to work with professionals
When booking models directly, they usually manage their own bookings and set their rates accordingly. Since these models don't work through agencies, you may receive better rates as there are no modeling agency fees involved. However, established models with a well-known reputation may still cost more even if they represent and manage themselves.
You can book models directly through freelancing websites or open-call advertisements, so you can find the specific model and experience you want. However, be prepared to receive inquiries from models who may lack the experience or professionalism you seek.
Freelance or private contractor models typically charge between $55 and $275 per hour. It's essential to negotiate the hourly rate, travel time, and any necessary preparations, such as hair, nails, or makeup, as well as clothing requirements and availability of changing rooms or tents on set.
Pros:
- Almost unlimited options for model types
- Savings on agency fees
- Opportunity to establish relationships with local models for future projects
Cons:
- Potential unpredictability and unreliability
- Additional costs for model preparation
- Travel expenses depending on the location
- Negotiations need to be handled independently
Modeling agencies
Cost: tends to be the most expensive
Booking models through agencies offers a streamlined process as they act as intermediaries, representing and managing their models. You pay the agency, and they handle payment to the models. However, due to the involvement of this liaison, additional fees can be incurred.
Prefer agency-level reliability without the overhead? soona offers model casting and management services - we source, vet, schedule, and direct talent so you get consistent results at a predictable cost.
{{blog-mini-ad-green}}
Agency models generally have more professional experience and arrive prepared for the shoot. Nevertheless, agencies may charge travel fees and adhere to specific time constraints. For instance, booking a half-day or full-day model may require you to adhere to the agency's designated time frame, and they might charge additional fees for shoots outside their regular operating hours.
Agency models typically come at higher price ranges in 2026, such as $110-$150 per hour for the model, plus typically around a 20% agency fee. Experienced models who can deliver for both photo and video may command even higher rates. And all of this doesn't even include the usage rights which could mean that after a specific time-frame you cannot use the images anymore, it all depends on the contract.
Pros:
- Models with professional experience
- Communication handled by the agency
- Large pool of diverse models
Cons:
- Agencies often impose additional fees
- Limited flexibility in price negotiation
- Time constraints enforced by the agency
- Usage rights on images & videos
UGC creators and micro-influencer models
Cost: $150-$500 per deliverable (new in 2026)
A growing trend in 2026 is hiring UGC (user-generated content) creators who can both model and create content. These hybrid creator-models typically have 1K-50K followers and can shoot, model, edit, and sometimes even post content featuring your products. They're especially valuable for brands focused on TikTok Shop, Instagram Reels, and other short-form video platforms.
UGC creators typically charge per deliverable (e.g., 3-5 TikTok videos or Instagram Reels) rather than hourly. They often shoot content themselves using their own equipment, giving you authentic, relatable content that performs well on social platforms.
Pros:
- Understanding of what performs on social platforms
- Can create, model, and edit content
- Built-in audience for potential promotion
- Authentic, relatable aesthetic
- Often more affordable than traditional shoots
- Quick turnaround times
Cons:
- Less control over production quality
- May not match high-end brand aesthetics
- Limited to their personal style/look
- Content usage rights need clear negotiation
- Variable quality and professionalism
Packaged, non-traditional model sourcing opportunities
Cost: hand models start at $79/hour and full-body models start at $159/hour—plus an affordable booking or subscription fee
A stress-free alternative to traditional model sourcing is exploring non-traditional methods. Companies like soona have revolutionized ecommerce model product photography by offering a la carte-style shoots, where you only pay for the selected photos you love.
With soona, you can participate in virtual photo shoots through video calls or chats, witnessing the photos being taken in real-time. This eliminates travel costs for both you and the model. You can collaborate with soona's studio creatives to bring your vision to life and tailor the photoshoot to your specific needs. Plus, soona will handle all the logistics for you; getting the signed model release forms, paying the contractors, and setting up the schedule, among other tasks.
The rise of AI-generated models
This is the most controversial option, some brands are embracing it but most customers are unhappy with the results. While AI-generated models have become more sophisticated, they haven't replaced real models - instead, they've created a new tier of options. Some brands use AI models for basic product shots, then invest in real models for hero content, lifestyle imagery, and video where authenticity matters. Real models remain essential for building genuine connections with customers and creating content that doesn't trigger the "uncanny valley" effect.
Factors that go into associated costs when hiring a model
As modeling is typically considered independent contractor work, several variables can influence the price, time, and outcome of hiring models. Some models work through agencies that handle their bookings, while others manage their own bookings through platforms like Upwork and Fiverr. Additionally, you may hire models who are friends or acquaintances.
Consider the specific shots you require from your models. For example, if you need hand models, you might end up covering the cost of their manicures to ensure their hands look presentable. Similarly, capturing full-body shots for clothing items may take longer when working with non-professional models.
Plus, you’re not only paying models for their time but also for their knowledge and expertise. Many models who do this professionally full-time can even guide you to poses that will work well for your products. Don’t count on this though! This is why rates vary widely depending on factors like this.
Regardless of the type of model you work with or their portfolio, it’s crucial to treat them professionally and respectfully. Building strong relationships with studio creatives and gaining a reputation for treating models well will yield long-term benefits.
Moving forward with models
Hiring models in ecommerce photography plays a vital role in driving sales and establishing a connection between customers and products. By considering the various options available, such as using friends and family as models, working with child models, using pets, booking models directly, or opting for agency representation, you can choose the approach that best suits your budget, desired outcome, and creative requirements.
Book a model in just a click!
Only pay a one-time fee & use your content forever. Ready to book your next shoot? Our team can match you with experienced models, producers, and photographers to create scroll-stopping content. Book a shoot today and start capturing assets that convert.
Frequently Asked Questions
How much does it cost to hire a model in 2026?
Model costs in 2026 range from free (friends/family) to $275+ per hour for professional agency models. Freelance models typically charge $55-$275/hour, while UGC creators charge $150-$500 per deliverable. Video content usually costs 20-40% more than photo-only shoots.
Are AI-generated models replacing real models?
No. While AI models have improved, they're primarily used for basic product shots. Real models remain essential for lifestyle imagery, video content, and creating authentic connections with customers.
What's the difference between hiring a UGC creator vs a traditional model?
UGC creators typically shoot, model, and edit content themselves, delivering finished assets optimized for social platforms. Traditional models pose while a separate photographer and editor handle production. UGC creators charge per deliverable ($150-$500), while traditional models charge hourly ($55-$275). soona offers UGC in packages.
How much does it cost for video modeling vs photo modeling?
Video modeling typically costs 20-40% more than photo-only modeling due to additional time, skill, and comfort level required. Expect to add $20-$100/hour for video content, depending on the model's experience with video work.
Should I hire local models or models from other cities?
Local models are generally more cost-effective (no travel fees) and sustainable. However, with virtual creative direction becoming standard in 2026, you can work with models from other cities while still maintaining creative control via video call.
Do I need a model release form?
Yes, always. A model release form protects you legally by granting you permission to use the model's likeness in your marketing. Professional agencies and platforms like soona handle this automatically, but if you're booking models directly, make sure to have them sign a release before the shoot.
How far in advance should I book a model?
For professional agency models, book 2-4 weeks in advance. Freelance models may be available with 1-2 weeks notice. If you need a model sooner, expect to pay rush fees (typically 25-50% premium). Platforms like soona often have models available within days.
What should I look for when hiring a model for ecommerce content?
Look for models with experience in your product category, comfort with both photo and video, understanding of social media platforms (especially TikTok and Instagram), and a look that matches your target customer. Review their portfolio to ensure their style aligns with your brand aesthetic.
