So how easy was that? You found just the right photo to put the finishing touch on your current project, but was it really a wise choice? Who can resist the allure of $1 stock photos you can buy from the comfort of your office? Well maybe you should. Maybe you really, really should because with that pocket change price and royalty free agreement comes some other costs you may not be thinking of.
Here is a list of some things the hired professional photographer brings to the table but you toss out the door when purchasing microstock.
- Community recognition
- Photo quality
- Campaign building
- Unique style
- Branding opportunity
Each of these concessions from using stock photography could easily be a discussion on their own but here I want to focus on the most obvious from that list, exclusivity. Say goodbye to your campaign or promotion carrying any feel of exclusivity. Let me give you an example.
The image shown at the top of this post is a microstock photo. Yes, I bought it and have legal right to use it as I see fit. It is a nice image that could have many uses. The subjects are young, warm, friendly, professional, attractive etc. It might be just perfect for the ad or website you are working on and just a buck to boot! However…
Using an online image search tool I was able to find that this exact image is in use on nearly 300 websites right NOW! These aren’t little sidebar thumbnails either but featured visuals. Not so special now is it? All of a sudden your project is headed towards the ordinary, looking like everyone elses.
The screen shots shown running down the right side of this post are all real and currently live websites using this photo. They are not mock-ups or fakes for the sake of this post. They only took a few minutes to find.
Add to this the fact that in large part stock photography is general. By that I mean, the less specific an image is the more potential it has for sales. So, the most successful stock images are frequently those which are most ordinary. The location could be anywhere. The people could be anyone. The industry could be anything. In the end, the image you convey just isn’t all that special. Will that speak to your target audience? Will it instill confidence when they see the same photo in another place for something completely different? Maybe even something you would NOT want to be associated with even by accident?
All too often I feel as though the viewing (buying) public is not given the credit they are due. I believe that most people have a innate sense of when something is genuine or not. It doesn’t matter if they’ve seen the stock image repeated in other places or not they simply know it isn’t original or organic if you will. Beyond the question of exclusivity, it sends a message that just might not be the message you really want them to get.
As a commercial photographer you might assume it is natural for me to condemn microstock (unless I am participating, which is another discussion all together). But you might be surprised to hear that I actually have purchased microstock photography. It is a valuable and strong industry that can not be ignored. The product it offers does have a place.
What I hope to help you see here is that there is more to consider than simply the fact that you saved a few bucks on the photo. With that savings come a variety of things you are giving up and maybe, just maybe, that is NOT the best choice for your business or that of your clients.
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