Tips for Using Stock Images
If you’re a marketing manager, social media manager, or a mid-sized business looking to elevate your marketing, branding, or social media game, you may have one major hurdle – no branded imagery or content to post. It’s nearly impossible to develop strong content without images, whether you’re working on a social media strategy, designing printing collateral, creating a Facebook ad campaign, etc. Having a visual element that is designed to attract your target audience is essentially the foundation of marketing and branding. We’ll walk you through what stock imagery is, where to find it, how to use it, and the best way to choose it!
Stock images are a great solution for getting a creative campaign off the ground. But be aware, there are a few things to look out for when using stock images and how to appropriately select images that align with your branding. If used incorrectly, stock images can negatively affect your marketing efforts in a big way.
How to Use Stock Images –
“What is stock photography?”
Stock photography is essentially a large library of high-resolution images, often free, and available for public use. What makes stock imagery tricky is selecting images that aren’t cheesy or overused and that accurately support a unique branding message.
Make sure “free” actually means “free.” When searching for stock images, it’s crucial to check the licensing requirements on images which should be clearly listed. If you’re having a hard time finding the licensing details we HIGHLY recommend choosing a different image. Using stock imagery without permission is essentially the same as stealing someone’s artwork and can result in hefty fines and lawsuits. Look for images marked as “Public Domain,” “Royalty Free,” or “Right Managed.”
Public Domain – Images can be used virtually anywhere, free of purchase. This option is your best bet when choosing stock images if you want to stay free and clear of lawsuits.
Royalty Free – Most common, images purchased for a one-time fee. Allows you to use the images across various mediums once initially purchased.
Right Managed – One-time use of the stock image. Essentially, you are permitted to use the image for free the first time. However, after initial use you will be required to pay for all other instances (or uses) of that image.
Ok now that the slightly boring but very important information about proper licensing is out of the way…
“How do I select stock images that match my brand?”
When searching for stock images keep these key items in mind –
Choose images with the same color palette and mood as your brand. If your brand is moody, natural, and dark, try to find images with the same tone. Unsure what your brand image and color palette is? Check out this article – “How to Choose Brand Colors”
Does the image match your brand’s messaging, or is just a pretty image? If the latter is true, skip the image and find a more intentional option that strongly supports the message you’re trying to convey.
Use high-res, up-to-date images.
If you’re using people in your imagery make sure they’re actions, expressions, and poses appeals to your target audience. Avoid images that include people who look too staged or cheesy. Often this will deter your audience all together, or make your messaging lose credibility.
To Wrap it Up:
Stock images are a great option when sourcing content. They can be used in nearly every medium – from social media graphics, website content, and more. They are often easy to find. However, beware! It’s important to do your due diligence in making sure the images are being used appropriately (check licensing) and in a way that supports your overall brand message.
For a list of additional marketing tools check out this article – “6 Best Marketing Tools for Small Businesses in 2021”
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