Can We Talk About the Problem with Using Stock Photos?

Photography by CultureSpan Marketing

Let’s face it, stock photography has become easily accessible, cliché and far from original. If you’re planning on developing a campaign, you should think twice about using stock photography. I’m not going to completely bash stock photos, since they do have a time and place for their use. However, I’m going to discuss some of the problems that have emerged in today’s visual world because of them.

Let's dive into the importance of visual content and how stock photography has become an issue for marketers and brands.

Your brand needs to focus on audience engagement. First impressions are vital in connecting with your potential customers. How so? Your audience will more than likely remember a high-quality image and post rather than a hasty, throwaway one. Even more interesting is that people typically retain about 65% of information three days later when a relevant image is paired with data. Take away the image and your target audience will probably remember only about 10%.

Visual content is a great format to conceptualize ideas and messages. Sites like Instagram have tons of engaged users. Brands have flocked to this platform because they see a great opportunity to connect with users on a personal level. The way they are doing this is by creating and posting authentic high-quality content that shows the personality of their own organization, which are two things stock photography is unable to do. (Unless you're posting them as memes.)

Generic Images Create Generic Ideas.

Stock photos are the cheap and easy alternative to photo shoots. When you're picking out a stock photo, you're choosing images that represent the default or the average; an intention that isn’t based on real-world experiences, but rather on the photographer’s biases and assumptions.

Sometimes, you will find reinforced stereotypes. Searching for "female plumber" or "Arab" will result in uninspiring images of women in lingerie holding a wrench and a terrorist holding machine guns. Sounds far-fetched, but see for yourself.

Other times, you’ll simply end up with images that feel out of touch. Essentially, conventional stock photography is a gamble that will only make you lose out on connecting with your audiences because it’s highly probable that your competitors (both direct and indirect) have already “been there, done that.”

In our experience, we’ve come to understand that Hispanic consumers need to connect with a brand that speaks to their culture. Subtle nuances speak volumes when you’re developing content that targets Hispanics. Campaigns need to have qualities that connect. Colors, casting, and visual cues all become a part of the overall message. If you’re not careful, the colors you choose can instill a sense of anger when happiness was the desired result. Different regions around the world react to colors differently. “Information is beautiful” put together a great infographic to show the cultural impact of colors. Casting can also become the make-or-break puzzle piece. Choosing the wrong character can make a campaign fall flat. “Finding the right face, voice and presence” is necessary to get the results that you set out to get.

Stock photos lack the authenticity that speaks to the hearts and minds of today's consumer. Your visual cues are vital in building the qualities that create the connection between you and the consumer.

An image should be able to tell a story within the message you are delivering. “Delivering the right content to the right people at the right time” is key when creating positive connections.

While stock photos may seem a viable option if you’re trying to save time and money, they often fail to be effective. CultureSpan has put together effective campaigns that understand the complexity of building a genuine consumer/brand connection. Our thorough understanding of the different levels of acculturation, culture, and nationalities have enabled us to connect brands and their intended target audiences.