Stock, AI, or actual photos? Which is right for my marketing?

Imagery on your website, whether its photos or illustrations, can greatly improve the user experience and will more effectively connect your customers to your brand. Choosing the correct type of photo can enhance your website’s quality, but choosing poorly will seriously detract from your digital marketing efforts.

Let’s explore three imagery options, so you can identify the right approach for you and your audience: Stock photos, AI generated photos, and custom photos taken by a photographer.

The case for stock images

Stock imagery is everywhere. If used well, it’s a great option that works for smaller budgets and allows you to bypass hiring a photographer. However, stock imagery can be seen as generic, and customers will likely notice that it’s not a real depiction of your team or product.

So, why would you use stock images, and when is it appropriate to do so?

Budgetary constraints

Your marketing budget is often a large factor in determining whether or not to use stock imagery. If your budget is too small for a custom photoshoot, then stock imagery may be the best option. You can find thousands of cheap stock images online ranging from $0 to a few hundred dollars, and everything in between. The same goes for stock video clips.

Variety

Given the vast amount of stock image sites available, there is an endless amount of images at your disposal. Even if your business requires unique or niche images, chances are you’ll find what you need.

When to avoid stock images

There are two major reasons to avoid stock images. Firstly, you might want your actual team members, location, or products in the images on your website. If that is the case, a photoshoot is needed. Secondly, if your line of work is one of a kind or requires highly-specific imagery, you may not be able to find much online. A custom photoshoot will fix that issue.

The case for AI-generated imagery

AI solutions like Google’s Nano Banana Pro and MidJourney are starting to show their effectiveness in the realm of image and video creation. As these solutions continue to improve, they may be an appropriate solution for your image needs.

So why use AI for image creation?

First, it’s great if your budget is extremely low. AI image generation is virtually free if you have the tools you need.

Additionally, if you’re looking to experiment with something different, the endless outcomes that AI generates can provide that unique look for your marketing imagery.

AI can also be used to enhance existing images. For example, you may have a bank of images that are currently being used for your website. Perhaps you want to drop them into an AI tool and prompt it to enhance the color, lighting, or even add additional details (i.e. adding more people to the background of an image).

While AI continues to improve in its attention to detail as well as its creative solutions, it certainly has its faults. If it’s not used correctly or a task is too complicated, key details can be missing (i.e. missing fingers on images of people) in the final outcome.

AI-generated imagery is an increasingly attractive option, but if your audience catches even one instance of “AI slop”, you risk damaging the credibility of your brand.

The case for a photoshoot

We’ve discussed the ‘why’s’ and ‘when’s’ of using stock imagery and AI. Now let’s talk about a photoshoot.

Before discussing the pros and cons, let’s start with your finances. One key to a successful photoshoot is a solid plan that doesn’t blow your marketing budget. Working with the right partner from start to finish will ensure you get the perfect images within the time and resources allotted.

Once you have the right partnership established and a plan in place for your shoot, it’s time to get to work. All hands are needed, not just from team members, but maybe even your customers too, in order to ensure the right images are taken. Things like location, duration, equipment, storyboarding, scheduling, and more should be handled by your partner. After the shoot, proper image formats will be produced and delivered to you for use in multiple channels.

The value of professional photos

While a photoshoot is typically the “expensive” option, the value that a well-planned photoshoot can provide for your brand is far beyond that of both stock and AI-generated images (at least for now).

To put it simply, if your photos are real, then your brand feels more real. When you are able to show off your products, people, or location with professional, high-resolution photography, your audience will have a significantly easier time emotionally connecting with your brand and visualizing themselves as your customer. If you are a business with a highly-visual product, or if you proudly boast that “your people are what make you special,” then the increased close rate that could come from having professional photography might offset the cost of the photoshoot.

The downsides to a photoshoot

As we’ve discussed before, budget can be a real con. Accidentally blowing the budget due to add-ons (i.e. sneaking in additional time to get other shots) or mis-management of time, can be frustrating.

The second reason to skip the photoshoot is the shelf-life of the photos. You want to make sure the final image outcome can be utilized not just for one specific channel like your website, but for others as well. You want imagery that will last well past a particular marketing campaign. If things are constantly changing, and the value of the photos will expire in 6 months, it may not be worth it.

The third reason is relevance. Your audience’s preferences will change. Depending on how quickly that happens, your images may not resonate with them. All that effort and money may be short-lived if your audience has moved on.

Get a consultation

Imagery can enhance not just your marketing efforts, but strengthen your ties to your audience. Working with the right digital marketing partner will ensure you have a solid strategy for producing the right images.

Learn more about the imagery side of digital marketing through our FAQs.