Stock vs Bespoke Photography
There has long been a debate of stock photography vs bespoke professional photography.
Generally, having images on websites and social media has been proved to be very important. High quality photos are a big influence on purchasing decisions - more so than long descriptions or product specific information. They give the viewer a sense of brand and context. So it's definitely true that something is better than nothing when it comes to photos!?
Stock Photos
Stock photography can be easy to obtain by searching for concepts you are interested in portraying, such as 'freedom' or 'corporate strategy' and they can be cost effective as well as quick to procure. ?
But there is a risk that other businesses have used the same image or images with the same person in the photo (I've seen this and it's embarrassing for the business involved, depending on what is being advertised!). Also, they can be very 'samey' and stock photos can be spotted a mile off. ?
There is an example of one woman who participated in a stock photo shoot and then found herself as the face of competing universities in their promotional material as well as competing technology companies....all at the same time! There can be a subconscious negative connotation with this and research has shown that real photos perform a third better than the top performing stock photos.?
This photo above of a business owner in an environment suitable to her business, with a client, wouldn't be mistaken for a stock photo!?
If you are going to use stock photos, see how widely they have been used and make sure that you customise them in some way...either with text or other effects to make them your own.?
There may be times when it's more efficient or makes sense to use stock photos, for example when wanting standard 'hands at computer/coffee cup' type photos or when it is a concept that needs to be portrayed or technical information...but in my opinion, rarely are stock photos with people in them beneficial.
Bespoke Photography
Using a professional photographer to create your own images means you can work with them to capture the essence of your brand and tailor them to your marketing campaign. The messages portrayed by bespoke photography can be powerful and showing who is behind the business / the brand builds the 'know, like, trust' factor with potential clients. ?
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This is sometimes called brand photography or website photography or even photos for social media. These are terms that can be used (depending on the end outcome required) for commissioning a professional photographer to create original images for your business use.
It is true that professional photography is an investment, but with the right photographer, careful planning and communication on brand / marketing, you should end up with an image bank that is fit for purpose, unique to you. It can be used over a period of time both on line and in print.?
Web designers cry out for bespoke professional photography when they are building a site. Research shows that there is a 35% greater engagement in website visitors when it is used.?
You have control over what ideas, feelings and emotions your website portrays. This is powerful from a marketing point of view whether you sell a service, product or skills. That is because you can create an emotional connection with the viewer and it is our emotions that influence purchasing decisions. ?This photo below shows how leadership training workshops can be fun and engaging...hopefully it would encourage a potential participant to find out more or sign up.
Even before that point, if the images engage the viewer they will stay on the site longer, delve further and potentially even read your text or respond to your call to action!?
The final point is that using bespoke professional photography, if correctly used, can boost your SEO as Google rates original, new content. ?
Many businesses are nervous about commissioning professional photography because they haven't done it before or have had a bad experience. I walk my clients through the process, help them to articulate their vision and deliver images that conveys that visually. For 'what to expect', download my guide here on LinkedIn and if you want to chat through whether professional photography is right for you at this point do get in touch.?
About the Author
I'm Jo Scott, a natural light and location specialist photographer. If you are seeking images with connection, beauty and clarity, I want to work with you. You will get images that communicate who you are, what you do and what you want to say. Believe it or not, I make any shoot an enjoyable experience and provide you with a visual legacy. Contact me at: [email protected] 07793 205155
High quality design, supply and installation of bespoke kitchens, bedrooms & bathrooms.
2 年As we are about to update our website we opt to show what we have done rather than stock photographs and that’s because I think you can tell a mile off. One thing small businesses don’t appreciate is that being small means you can offer a special personal service. We like to be seen like the farmer on the packet of sausages, thats possible when you commission photography by making us look different. To anyone who may not see the value….we constantly inspire new clients by having a catolgue of past works…..not possible with stock photography. Luckily this is all possible by using Jo Scott!
People, Tech & Engineering Photographer ?? Creating captivating images of people, products and locations for Marketing & PR within the B2B, Tech, Engineering, BioMedical, Defence and Scientific, sectors.
2 年Brilliant stuff Jo, I really couldn’t have said it better myself and I do mean that literally. What stock images often say about the user, is that they aren’t too bothered what their potential clients think of their business and that they are happy to cut corners on their own image. That is definitely not the image you want to give.
Content & Marketing Professional (All views expressed are my own)
2 年Great article Jo Scott. I always find there is a compromise when using stock photography. With a good brief and planned shoot you can build a bank of bespoke imagery that can be used across a range of marketing platforms when working with a good photographer such as yourself. I would recommend bespoke photography wherever possible over stock imagery.