Yes, this is a stock photo. This image shows business people shaking hands, in a beautiful office, with gorgeous views. You have seen this somewhere, and it's a fantastic image. But should you use it in your company's marketing material ?  Photo by Rawpixel | Getty Images

Yes, this is a stock photo. This image shows business people shaking hands, in a beautiful office, with gorgeous views. You have seen this somewhere, and it's a fantastic image. But should you use it in your company's marketing material ?

Photo by Rawpixel | Getty Images

WHY YOU SHOULDN'T USE STOCK PHOTOS FOR YOUR MARKETING MATERIAL

When it comes to visual content for your business marketing, are you the person who picks the first photo that comes up at the top of the search on stock photo websites? You are not the only one. 

Before I get into the reasons why not to use stock photos for your marketing, know that I am NOT anti-stock photos. In fact, a stock image was used here! I do believe there is a time and place for them. But please, please, please, do not use them to market your business! Here’s why: 

When it comes to marketing your business and your brand, it doesn’t make sense to use generic stock photos, especially on your website and printed materials. Why would you? 

Sure, stock photos are cheap and quick, but when it comes to marketing your team, products, services and workflow, you shouldn't cut corners. You tell your clients that they should hire you because you are different. Don’t show them generic photos of generic people, giving each other fake handshakes! All your competitors have them and those photos don’t exactly enhance a company's brand. 

Your audience can spot a stock photo a mile away and can see right through it. You are not fooling anyone when you show images of random beautiful corporate people. You know the ones, where they are meeting in a boardroom while having the time of their lives? Stock images may work in some instances, but they make your marketing look disingenuous. There are some risks in using stock photos to market your business. Here are 3 reasons why stock photos may not be the right choice for your brand :

1- Misrepresentation

Stock photos misrepresent your company, your team and your culture. For example, based on the stock photos you chose, new clients may get a different impression on the customer experience, which may not be in line with your true image. Or picture this: new talents interested in joining your team may find themselves disappointed because the office interiors are not like what you show on your website. 

2- Genericness

Generic content is repetitive, and will not set you apart from others or make you look any different. The same stock photos are used again and again by your competitors on their websites.  Isn’t the whole point to convince people to hire you because you ARE different? 

3- Inconsistency

Stock photos result in an inconsistent brand. When you use images taken from different sources, they will vary in style, colour and feel. This creates an inconsistent message throughout your marketing material and will confuse your audience.

These are a few reasons why you should stay away from stock photos for your marketing material. Using personalized and authentic images will go a long way to show your true self and promote your brand. Coming soon, a list of the benefits of personalized imagery for your business branding.

Thanks for stopping by ! 

 

2 Comments