There is no doubt that images are very important in branding, with visual online content producing 650% higher engagement than text-only posts (Kim, 2015). The question is, therefore, should you use stock photography or authentic imagery?
Stock photography is amazing in terms of accessibility and affordability. Additionally, it might be the best option for new businesses who haven’t got the funds to invest in professional photography or have yet to decide on what specific brand message they wish to portray.
WHY CHOOSE ORIGINAL PROFESSIONAL PHOTOGRAPHY?
Unique Imagery
When potential customers are browsing similar websites there is a risk that your competitors have used the same stock images as your own business. Using a reverse image search you can see how many times the particular stock image has been used, popular images tend to have been featured hundreds of times online. Therefore, using stock images may compromise your brand's reputation and confuse your audience. Hiring a professional photographer allows your brand to be photographed in a completely unique way that is personal to you.
Crafted for You
Establishing a marketing strategy is key to owning a business and often stock images might not conform with your exact vision. One of the biggest benefits of personalised images is that they can be made to reflect your brand guidelines; handcrafting each image to harmonise with your current brand content. Full creative control will allow the photoshoot to be directed with brand specific goals in mind, allowing for custom styles, lighting, composition, cropping, angles and more.
Build Brand Trust
86% of customers say that authenticity is important when deciding what brands to support (Stackla, 2017). Booking a professional photoshoot will create the opportunity to humanise your brand, capturing staff images, candid environmental portraits and real work locations. All of which will personalise your connection with your audience, allowing them to authenticate and build trust with your business. Creating a verifiable visual story that is unachievable through stock photography.
Consistency
When working with a professional photographer you will often receive an image library of unique photographs captured with a similar vision, allowing your visuals to be cohesive across all platforms. Building a strong brand identity will make your business more recognisable and improve brand recall for consumers.
Overall
Stock images are fine to use once in a while when your image library is depleting and when you are just starting your business, but personalised photography allows your audience to form a connection to your brand. Professional photography provides an invaluable return on investment and produces a long-term authenticity that your customers will thank you for.
LET'S WORK TOGETHER
Feel free to contact me for professional photography based in North West England. I’d be delighted to organise a photoshoot of your brand, building an image library of personalised photographs for you to use across your platforms.
Sources:
Kim, L. (2015). Visual content marketing. Retrieved from https://www.inc.com/larry-kim/visual-content-marketing-16-eye-popping-statistics-you-need-to-know.html
Stackla. (2017). The consumer content report. Retrieved from https://stackla.com/resources/reports/the-consumer-content-report-influence-in-the-digital-age/
Comentarios