Lightroom Presets are one-click editing formulas that apply consistent looks across photo batches in Adobe Lightroom. The preset economy exploded 2014-2019 as influencers monetized their signature editing styles, selling preset packs for $15-$200.
The Business Model
Photographers like @muradosmann (Follow Me To series), @doyoutravel, and @gypsea_lust built businesses selling preset collections that replicated their signature warm, adventurous aesthetics. Email marketing funnels promised “Instagram-worthy” edits in seconds.
Popular Preset Styles
2013-2015: Warm sunset tones, crushed blacks, orange/teal color grading
2016-2018: Moody desaturated looks, matte finishes, faded film aesthetics
2019-2020: Vibrant tropical colors, lifted shadows, cyan/magenta splits
2021-2023: Clean minimal edits, true-to-life colors (backlash against over-processing)
Cultural Impact
Presets democratized professional-looking edits but created visual homogeneity. Entire Instagram feeds looked identical when users applied the same preset packs. Criticism emerged around “Instagram sameness” and loss of photographic voice.
The Economy
Top preset sellers generated $500K+ annually. Influencers offered presets as lead magnets for workshops, mentorship, and photography courses. The market became saturated by 2020 with countless nearly-identical warm/moody packs.
Technical Evolution
Desktop (2012-2018): Classic Lightroom preset files (.lrtemplate, .xmp)
Mobile (2018-Present): Lightroom Mobile DNG presets enabled smartphone editing with desktop-quality tools
Learn More
- Adobe Lightroom tutorials
- Preset marketplaces: FilterGrade, Presetpro, Sleeklens
- Criticism: “The Death of Photography Creativity” think pieces circa 2019