Running a business doesn’t leave much time for building a professional photography portfolio. Many busy owners and digital marketers need to create ads without turning into professional photographers. While photography can be enjoyable, it can also drain your time and budget.

Don’t worry if you’re not a DSLR expert! Stock photography is a lifesaver for busy individuals like you. Visuals are crucial for grabbing your audience’s attention, whether it’s for a Google Display or Facebook ad. That’s why stock photography is an invaluable asset for modern marketers.

But first…

What is stock photography?

Stock photography is a collection of photos available for public use under different licenses. It predates Instagram and even Google Ads. The concept emerged in the 1920s when H. Armstrong Roberts to help publishers save money on professional photography for advertising.

The number of photos taken has grown exponentially since 2000 with the rise of digital cameras and camera phones (remember that distinction?). Consequently, the availability of stock photos has also grown.

Rest assured, there are plenty of good stock photos out there.

Now, back to the present! Most people are familiar with stock photography, and some can even identify a stock photo instantly. You might think they’re all cheesy and overused (we’ve all seen those generic salesperson-with-headset photos).

But used effectively, stock photos can enhance your ads significantly. Let’s explore how to leverage stock photography to boost your marketing efforts.

1. Avoid legal trouble!

I’m serious! It happens in the stock photo world, which is why it’s crucial to understand the rules. Lawsuits are expensive, time-consuming, and terrible publicity. Let’s avoid them by learning about licensing.

Here are three types of stock photography licenses:

• Public domain (PD): The best option if you want to steer clear of legal jargon and licensing complexities. These photos are free to use without a license. Take a look at the example below from Pexels, one of my favorite sources for free stock photos, Pexels. The Pexels License clearly states that the photo is free to use without attribution. Always check these details to avoid future legal issues.

• Royalty Free (RF): A common license that involves a one-time payment. This allows you to use the photo across various platforms without additional purchases. As always, read the fine print and understand the attribution requirements.
• Right Managed (RM): This license permits a single use of the stock photo as specified. It might not be the most practical option for ads. You’ll need a new license for each additional use. The advantage of RM is the option to buy exclusive rights, preventing competitors from using the same image.

2. Find stock photos that don’t scream “stock photo”

We’ve all encountered images like these:

And this one:

Seriously, when did salads and business attire become so amusing?

We’ve seen these overused images countless times. Instead of enhancing an ad, they add a layer of cheesiness that repels viewers. In fact, according to MDG Advertising, 67% of online shoppers consider high-quality photos crucial for their purchasing decisions.

“Stock photos are so recognizable that they become overused,” says Anna Johansson of business.com. “Take Jennifer Anderson, the internet’s ‘Everywhere Girl.’ A 1996 photoshoot led to her face being used in print by major brands like Microsoft, BBC, Greyhound, HP, Dell, and countless others.”

Seeing those familiar stock photos makes me think the marketer took the easy way out. When choosing images for your ads, aim for those that effectively convey your message and encourage clicks, guiding users through your marketing funnel. By carefully selecting unique visuals and asking the right questions, you’ll achieve far better results than using the first generic photo you find.

3. Budget for stock photo ads

Even if you primarily use free public domain photos, allocate a budget for your stock photo ads. Sometimes, purchasing the rights to a photo, especially for crucial campaigns, is a worthwhile investment. It ensures your competitors won’t use the same images.

Don’t forget to budget for displaying your ads to your target audience. Consider using Google Display Network to target specific websites and platforms frequented by your audience. Social media ads on Facebook, Instagram, and Twitter allow you to build highly targeted audiences.

While I won’t delve too deep into this, remember to strategically allocate your budget when choosing stock photos for your ads.

4. Choose images relevant to your message

We’ve all seen irrelevant ads. Imagine scrolling through Instagram and spotting a picture of a cute puppy wearing sunglasses. You might assume it’s an ad for sunglasses or an animal shelter. Then you read the caption and discover it’s for finance software. What?

Avoid confusing your audience! It undermines their trust and discourages engagement.

Harpoon Brewery excels at maintaining relevance. They often feature adorable dogs in their ads while showcasing their products. Take a look at the example below. Featuring only the dog would be misleading, but including their beer creates a cohesive and relevant message.

While you can’t add your products to stock photos, select images relevant to your brand and advertising goals. Reflect on your message and desired outcome. What image effectively communicates your message with minimal text?

5. Use authentic and relatable human photos

Remember those stock photos we discussed earlier? Why do they make you roll your eyes? Probably because the emotions feel staged and inauthentic. Nobody gets that excited about salads or office attire!

Genuine human emotion in your stock photos attracts an audience that connects with those emotions.

How can you tell if a photo feels authentic enough? Trust your gut! Which of these photos portrays joy or happiness more genuinely?

Photo A:

Or Photo B:

Photo A, right? It’s instinctive. Friends laughing in a natural setting feel more authentic than someone posing awkwardly against a blue wall.

This Facebook ad perfectly illustrates how authentic human emotions enhance appeal. Instead of bored models showcasing clothes, it portrays friends enjoying a fun outing. These positive emotions make viewers more likely to interact with the ad and explore the brand.

Remember, humans connect with humans. Opt for images that evoke genuine emotions and support your message.

6. Keep it simple

It’s tempting to use visually busy photos with vibrant colors. While there’s a time and place for that, it’s generally best to stick with clean, simple visuals. You want to capture attention with a clear message, not overwhelm your audience with chaos.

Check out this clean and crisp Instagram ad for Wedding Wire. Instead of overwhelming viewers with a busy image of a bride making a list or a dull stock photo of someone on a computer, they chose a simple image of flowers against a bright background. The text provides context, and the visually appealing image evokes a sense of calm and peace, which any bride would appreciate during wedding planning.

When selecting stock photos, consider the emotion you want to evoke in your audience. Excitement? Joy? Fear? Then choose an image that effectively conveys that emotion.

7. Customize images for relevance

Personalize generic stock photos by adding your own touch. Cropping or adding text makes them more relevant to your campaign. Remember to check the licensing agreement (as discussed in tip one) before making any modifications.

This example from example below from Moz demonstrates this perfectly. They transformed a generic stock photo by adding copy, a call to action, and their logo. The image complements the text, and the text adds meaning to the image, turning those individuals into holiday shoppers carrying gifts!

8. A/B test your ads

The vast world of stock photos offers endless possibilities. Don’t limit yourself to one image per ad. Run multiple versions of the same ad with different images for better results.

A/B testing involves running two versions of an ad simultaneously to the same audience, splitting them 50/50 to determine which performs better. Keep everything else consistent (copy, CTA) and only change the image. This way, you’ll know the image caused any performance differences.

Testing helps you understand what visuals resonate with your audience, allowing you to make better decisions when choosing future stock photos.

See? Stock photos aren’t so intimidating after all! Use these tips to transform your ads into engaging and effective tools for success.